There is no doubt that McDonald's, with more than 30,000 stores, and KFC, with more than 11,000 branches, rank first and second in the fast food industry. They provide competing products and services, and their operations and management methods seem to be sharply opposed, but they have all achieved great success. What's the secret? This book conducts in-depth comparison and analysis from store location selection, customer service, product strategy, supply chain management, chain operation, etc., and completely reveals the success of catering giants.

1. "QSCV" and "CHAMPS"

McDonald's

Q: Quality first

S: Quality service

C: Clean and safe

V: Value for money

KFC

C: Clean and elegant environment

H: The reception is sincere and friendly

A: The supply is accurate

M: The equipment is excellent and uniform

P: The product is of high quality and stable

S: Service Fast and fast

2. Counter service standardization and seven steps of service

McDonald's

Standardized counter service

Quick service in 59 seconds

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"TLC" Concept

"Registered Trademark" - Smile

KFC

Seven Steps to Service

Mysterious Customer system

Service upgrade

Special topic: Control of catering service quality

3. Globally unified taste and localized research and development

McDonald’s

"Only one flavor"

Standardized products

"Personal inspection by the store manager" system

Execution of "expired scrapping"

KFC

Localized recipe design

“Localization” attempt

Special topic: Hygienic management of food raw materials

No. Chapter Four Strong Publicity Strategies and Advertising Creative Experts

McDonald’s

Attract more “eyeballs”

Establish advertising funds

And “No. "Four media" cooperation

Comprehensive public relations strategy

KFC

Focus on advertising creativity

Multi-dimensional advertising strategy

Public Relations Sponsored Activities

Special Topic: Several Forms of Public Relations for Restaurants

Chapter 5 “Changing Face” Plan and Playing the “Health Card”

McDonald’s

Building the McDonald's brand

McDonald's "Promotion Manual"

Youth "Changing Face"

Youth Spokesperson Plan

KFC

Launching the "Health White Paper"

"KFC Sports Heroes" Plan

Special Topic: What is a Catering Brand

Chapter 6 Regional Evaluation Scoring with business districts

McDonald's

Regional assessment

Don't play the rush card

KFC

Business district scoring

Calculation of gathering points

Topic 1: Characteristics of restaurant business districts

Topic 2: Principles of restaurant location selection

Seventh Chapter Ronald McDonald and Colonel Sanders

McDonald's

The Big "M" Arch

Ronald McDonald

Standardized Design

KFC

Colonel Sanders

Overall Image Packaging

Special Topic: Designing Restaurant Signs

Chapter 8 Standardized Franchise and "Don't start from scratch"

McDonald's

Franchise system

Standardized franchise operation

Eight functions of the headquarters

McDonald’s Manual

KFC

Two Franchise Models

“Not Starting from Scratch”

Franchise Training

Special Topic: Management of Chain Restaurants

Chapter 9 Supply System Standardization and Chain Success

McDonald’s

Standardization “Handshake”

Establish a complete supply network

"Partners" on the same front

Kentucky

Chain chain promotion

Supplier Star Evaluation

Supplier Training

Special Topic: Procurement Cost Control

Chapter 10 Logistics Outsourcing and Headquarters Distribution

McDonald's

*** Raw "fish"

Never out of stock

Ensure fresh ingredients

KFC

Multi-temperature distribution

Dynamic route

Special topic: How to do a good job in raw material acceptance

Chapter 11 Employees Evaluation Manual and "

Restaurant Manager No. 1"

McDonald's

Gig job system

Employee Evaluation Manual

Regular monthly communication

Hamburger University

Kentucky

Restaurant Manager No. 1

Inspiring Culture

Encouragement Cards

Work Together

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Topic 1: Contents of Employee Training

Topic 2: Key Points of Employee Assessment

Chapter 12 Crisis Management Experts and Crisis “Chicken” Public Relations

McDonald's

Decisively Fight against "Business Low"

"Sanyi Coach" Incident

Response to "Anti-Fast Foodism"

Response "SARS"

KFC

"Sudan Red No. 1" incident

Coping with the "anti-fast food trend"

"SARS" incident< /p>

Crisis "Chicken" Public Relations

Special Topic: How to Respond to Crisis Events

Chapter 13 Global "Network" and Asia Strategy

McDonald's

Global "networking"

The myth of Japan's manufacturing

Going deep into inland China

Kentucky

East Conquest of Japan

Second Entry into Hong Kong

Taiwan Strategy

Aiming for Mainland China

Special Topic: Market Research of Restaurants