When it comes to Hamburg, most people will think of McDonald's, the leading brand of Hamburg. McDonald's is not the first person to invent hamburgers, nor is it the first fast food restaurant, but because of its pioneering franchise model and successful strategy, it has become a heartthrob of the fast food industry, and it can be seen all over the world. Even though McDonald's claims to be the leader of the global fast food industry, it is not an exaggeration that it has 30,000 stores in 1 18 countries and serves 46 million people every day. Its annual operating income totals 40 billion US dollars, which can better verify its success.
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The Pusher of McDonald's-Crocker
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To understand the secret of McDonald's success, we must first trace back to the source and look at its background. There has been a debate about who is the real first-generation head (founder) of McDonald's? Is it theMcDonaldBrothers or RayKroc? It is generally believed that the brothers of McDonald's, Richard and Morris, were the founders of the first McDonald's in SanBernardino, while ray kroc was the one who carried forward the fast food concept of McDonald's, sold the franchise to the operators and turned McDonald's into a golden hen. Perhaps, in ray kroc's semi-autobiographical book GrindingItOut, the McDonald's brothers were described as people who were content with the status quo and had no enterprising spirit, but in California in the1940s, the two brothers had already made quick profits through the success of drive-in restaurants, which fully demonstrated their entrepreneurial expertise. Now, this has also been placed in McDonald's ". Later, fearing that the negative image of the waitress would damage the business, McDonald's Brothers invented the concept of fast food. They greatly simplified the menu, leaving only nine kinds of meals and cooking them in a way similar to an assembly line. Each hamburger costs only 15 cents, which attracts many people. Although a batch of hamburgers is cooked quickly, the quality is the best in that area; In San Bernardino, no restaurant has crisper and more delicious French fries than McDonald's.
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1954, the sensational effect of McDonald's restaurant in San Bernardino attracted the attention of a blender salesman, ray kroc. McDonald's bought a large number of mixers from him to make milkshakes, which aroused his great interest. When he drove to the desert city of San Bernardino, McDonald's restaurant left a deep impression on him. He believes that if this concept of fast food is extended to other parts of the United States, it can also attract consumers to come to the door. However, to ray kroc's surprise, the MacDonald brothers would rather settle in this desert town than consider his cooperation plan. Nevertheless, driven by the entrepreneurial spirit, Crocker founded McDonald's Company in 1955, and even rented the franchise license to those who were willing to open McDonald's restaurants without the assistance of the founder. Crocker himself was the owner of the first licensed McDonald's restaurant in Des prance, Illinois. The success of this restaurant has become an example for other franchisees and the best living advertisement of this business model.
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It is worth noting that when Crocker decided to join a fast food restaurant, he was not thinking about how much money he could earn, but how to make McDonald's synonymous with American family restaurants. He has a dream, that is, to see McDonald's all over big cities and towns in America. Moreover, it is his nature to go all out to do things, regardless of cost. In order to achieve this lofty goal, he had to be "ruthless" to the McDonald's brothers, including buying the right to use the McDonald's name and refusing the brother to use his name in the founding store in San Bernardino. From this perspective, Crocker is a dictator.
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Organizational culture of McDonald's
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Perhaps the early success of McDonald's, that is, from 1955 to 1959, should be attributed to Crocker's dictatorship. This kind of management may have been feasible at that time, because McDonald's was a small company from the beginning. In addition to Crocker, the only employees left are Crocker's secretary, JuneMartino from Prinsburg Mixer Company, and the barbecue staff from Des prance. At that time, Crocker still received his salary from the company in Prinsburg. From 65438 to 0956, Crocker hired HarrySonneborn to take charge of the financial affairs of McDonald's company. Although Crocker has made rules for every franchisee and employee of McDonald's, and it is also stipulated that it must be strictly observed, so from this point of view, he is arbitrary; But Crocker gave Soneborn full authority to handle the company's finances, because Crocker himself thought he was not good at managing money. Apart from Crocker's foresight, ambition and careful planning, it also benefited from Thornbourne's pragmatism, which made McDonald's financially comfortable. These two completely different personalities sometimes inevitably conflict. Crocker himself admits that he often quarrels with Soneborn for the future development direction of the company. At this time, it is up to Jane martino to mediate. She is not only Crocker's secretary, but also a key figure in the development of the company. In addition, she is also a person who can better present human nature in the company management mechanism. In Crocker's eyes, Jane Martinow is a person with many different qualities, but she does her best for McDonald's. Later, Miss martino became the matriarch of McDonald's Company.
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By 1960, the top management of McDonald's has evolved into a family-like organization, and Crocker played the role of father. He is the head of the family, responsible for planning tasks, so that employees and franchisees, that is, his "children", can follow. As the "father" of the company, he is very attractive, inspiring employees to work hard, and when McDonald's achieved its set goals, they also shared the glory. When Crocker publicizes his McDonald's concept to franchisees who want to join, he will explain the plan in detail and honestly tell how much profit will be made after cooperation with McDonald's. Crocker believes that McDonald's should not sacrifice the interests of franchisees to create its own profits, but should fully assist franchisees.
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Work. This full support is manifested in providing them with high-quality food and equipment at preferential prices and providing complete staff training, whether at the counter or in the kitchen, because Crocker believes that high-quality food can ensure the success of McDonald's. Only by letting franchisees profit from the cooperative relationship can McDonald's succeed from the cooperative cause.
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Crocker is an orderly person, and he can't tolerate any carelessness and clumsiness about the standard procedures and rules that McDonald's franchisees should follow. He also laid down the same strict requirements and work rules for employees at McDonald's headquarters. However, if Crocker thinks he is a dictator, it is also a generalization, because he is very easy to accept suggestions from others, whether it is executives from McDonald's headquarters or employees at McDonald's counters. This open mind is one of the main reasons why McDonald's has become today.
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On McDonald's menu, the most popular meal will soon be no longer a 15-cent hamburger, but some new faces, including pork tenderloin hamburger, mai Xiang fish and Big Mac. If Crocker insists that all franchisees can only sell hamburgers with 15 cents and are not allowed to change dishes at will, then McDonald's franchise model will collapse. Crocker allows franchisees to be creative to meet their own needs, which is also in the interests of the company. Under such a policy, LouGroen, a franchisee in Cincinnati, developed Maixiang fish, and the turnover also rose. HerbPeterson, on the other hand, developed the pork willow egg burger, which can be opened at McDonald's in Santa Barbara in the morning to increase income. Jim Derrige invented the Big Mac, which later became an indispensable and attractive meal on McDonald's menu. In order to make McDonald's famous, Crocker also allowed franchisees to put forward various ideas. For example, Gibson and Goldstein, franchisees in Washington, D.C., created RonaldMcDonald to sell McDonald's products to children. They are very popular with children.
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Crocker believes that employees should dedicate themselves to the company. Actually Crocker himself is the best example. At McDonald's Chicago headquarters, Crocker can often be seen working late into the night and rushing to the subway station to catch the last bus after work. This character of setting an example makes the company executives highly loyal, not only to Crocker himself, but also to McDonald's. This situation is also clearly described in the book "McDonald's: Behind the Arch" written by JohnF.Love. It is mentioned in the book that DonaldSmith, an executive of McDonald's, left McDonald's after being promoted to vice president and became the president of competitor BurgerKing. Later, Smith returned to Chicago and worked in another company. At that time, other McDonald's executives "refused to deal with him" because they would not forget or forgive his betrayal.
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Out of America
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In the early1950s, McDonald's promoted "pure American food". Later, American culture and its "pure American food" were exported to other parts of the world. The first international expansion was in British Columbia, Canada, not far from the border, and the first franchise store opened in 1967. The McDonald's International Department started operation on 1969, and its first overseas restaurant opened in the Netherlands. The franchisees in the Netherlands almost completely transplanted American food recipes without considering local characteristics, so almost all failed.
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The success of McDonald's in the United States is mainly due to the fact that its restaurants are located in the developing suburbs, which is the main area where the so-called "nuclear families"-families with only parents and children-are located. But in the Netherlands, the population in the suburbs is very sparse, and most people live in cities. However, McDonald's can easily learn from its mistakes. 197 1 year, McDonald's opened its first franchise store in Asia, located in Japan. In this cooperative case, McDonald's agreed to add Japanese food to its menu. But Fujita also knows that McDonald's can never compete with Japanese sushi and family-style restaurants that have a long history and serve traditional dishes, so he decided to change Japanese eating habits. In order to achieve this goal, they first target their children for advertising, and then the children ask their parents to take them to McDonald's. This "Americanization" strategy is very successful not only in Japan but also in other Asian countries, such as Singapore. In Singapore, almost every advertisement focuses on the warm plot of the whole family, including children, dining at McDonald's. The international department of McDonald's makes McDonald's the best choice for Asian families to eat out.
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Americanization is not only reflected in the "McDonald's" of family eating habits, but also in the management style of enterprises. The success of McDonald's in the United States, the American-style corporate culture is a great hero, that is, there is almost no distance between employers and employees, and this culture is conducive to the exchange of ideas and creativity. In view of this, business organizations in Asian countries naturally adopt American-style corporate culture. Asian-style corporate culture, with obvious class division between supervisors and subordinates, is not conducive to creativity and exchange of opinions. In contrast, American corporate culture is conducive to the creativity of grass-roots employees to prevent executives from being complacent and not striving for progress.
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As long as people all over the world are still eating hamburgers, thinking of hamburgers and thinking of McDonald's, the future of McDonald's is quite promising. Although McDonald's Company is a very profitable enterprise, McDonald's has also invested considerable efforts to build itself into a company that contributes to society, rather than an evil multinational enterprise, which can be seen from its promotion of the "ronald mcdonald house" community plan. The warmth and humanization of McDonald's is the key to its success. In addition, McDonald's also established the University of Hamburg to provide employees with opportunities for training and further study. Therefore, the success of McDonald's comes not only from the pursuit of profit maximization, but also from the management's efforts to make McDonald's a member of the family and even the community.