Many of us regard fast food as fashionable, but foreign gourmets regard fast food as "food waste", which is a bit incredible. Famous foreign fast food restaurants such as McDonald's and KFC have become popular in China almost overnight, and young people are flocking to them. Many people regard fast food as a value-for-money enjoyment. This corresponds to the saying "foreign monks can chant sutras". Fast food has the advantages of fast food. It is extremely fast to deliver food to customers within 15 seconds. McDonald's has achieved considerable success in China alone. According to reports, McDonald's set a daily sales record not in the United States, but in Beijing, China. McDonald's largest sales store is in China. 1. A highly friendly corporate culture When you walk into McDonald's or KFC, you will be greeted by a strong and overbearing leisure culture. They borrow the power of the brand to provide a bridge for parents and children to connect with each other during their leisure time. Its core strategies are constantly linked to a kind of cultural affinity. In fact, a hamburger not only represents a kind of food, but also embodies a culture. Therefore, in Shenzhen, which is the most tolerant of food culture, if foreign fast food with simple workmanship can occupy the market, the affinity between culture and human nature is a crucial factor. Children have a fun children's playground and delicious French fries here. Children have a playful nature, and sitting upright among a bunch of adults is probably the last thing they want to do. Once they find out that there is such a place full of cartoon patterns and there are children's slides and trampolines that can be played for free next to the seats, I believe there is no force that can make them dislike it, not to mention that every child likes French fries and soda. food. "Foreign fast food" in the eyes of young people is another story. Compared with traditional Chinese restaurants, there is no choking oil smoke here, just clean tables and chairs and bright windows; there is no sound of people drinking wine and punching fists, only relaxed and lively, or beautiful and melodious background music. Even if it is not meal time, there will be young people coming in to buy a Coke, read a book, and chat. Even if you don’t buy anything, no waiter will come to chase you away. Therefore, in the eyes of many young people, this place is no longer just a place to eat, but a place to release the soul and feel freedom. According to Market News, SARS has had a huge impact on the catering industry. Business in the catering industry has been slow, but the business of Western fast food is far better than that of Chinese fast food. Although Western fast food was also greatly affected during the most tense period of SARS, it recovered quickly, and most of them were old customers. They did not feel the tense atmosphere during SARS at all when dining. Transform the "catering culture" into the enterprise and form a set of corporate culture with corporate characteristics. McDonald's advocates: "All McDonald's working partners are the true owners of McDonald's." McDonald's and KFC spend huge sums of money every year to train corporate employees so that employees can accept and identify with this corporate culture, so that employees can inadvertently influence customers , creating a perfect combination between taste and quality. Experts in the catering industry believe that in addition to learning the standards, cleanliness, and service of foreign fast food, we must also learn the "soft" connotations they provide to consumers, such as family affection and other humanistic things, so as to find their own affinity and let them Consumers’ consumption behavior and consumption psychology are in harmony. Of course, this affinity must be found in Chinese culture and modern trends. If this problem is not solved, Chinese fast food will never be successful. No matter how confident McDonald's and KFC are, they still invest a lot of money in advertising or public welfare every year. They regard this as the accumulation of intangible assets. It is this continuous accumulation of publicity that instills in consumers what is the real McDonald's and KFC, and where can they find McDonald's and KFC. An American once said that no matter which country you go to, whenever you see McDonald's, you feel like you are home. This is the beauty of Western fast food. The reason why Western fast food is popular, apart from its advanced marketing methods, is that it creates a relaxed, friendly and trustworthy atmosphere. The atmosphere is deep in the blood, invisible, but it is always working, and for a considerable number of people It is said that the essence of Western fast food lies in cleanliness and convenience.

Lai Linsheng, general manager of McDonald's North China and president of Beijing McDonald's Company, said that McDonald's has a time-tested operating mechanism. It has fixed suppliers for the breeding and planting of broiler chickens, beef cattle, and lettuce, the processing of chicken (cow, pig, fish) patties, as well as restaurant tables and chairs, kitchen equipment, special signboards, etc. Some of them have been working together for more than 40 years. Wherever the McDonald's chain opens, these suppliers will build factories. As early as 1983, before McDonald's entered China, its system suppliers came to China to set up farms and factories. So far, they have invested in and established 52 factories, farms, pastures, and breeding farms in China to ensure the production and processing of global products. Standardized raw materials and semi-finished products. McDonald's and each supplier are completely independent in finance, accounting, and personnel management, and each is accountable to the company's board of directors. McDonald's only imposes strict requirements on suppliers in terms of quality control and does not have any interest relationship. Only large-scale production can reduce costs and achieve high quality and low price. Unified production and chain operations are effective ways to leverage economies of scale. Western fast food reduces its management costs by continuously expanding its scale. Although KFC and McDonald's seem to be two competitors, this competition is very exclusive. They promote their own development through continuous expansion. This kind of Development, localization and localization are the only way for multinational companies to enter the Chinese market. The key is to see who is faster and has a higher degree of integration. McDonald's and KFC are surprisingly consistent on this point. From the provision of food, the procurement of raw materials, to the hiring of personnel and the placement of advertisements, the localization of foreign fast food is getting deeper and deeper, and the feedback from the market also confirms this. If we say that scientific operation mechanism and strict management make McDonald's and KFC make money every day, then the highly friendly corporate culture allows McDonald's and KFC to go global.