? Speaking of McDonald's, it's a household name. The golden one? m？ Chinese characters are everywhere in the city and have become an eye-catching symbol. But when it comes to Crocker, maybe not many people know. However, without Crocker, McDonald's may still be an obscure fast food company, not a McDonald's kingdom. It is often said that the McDonald brothers created McDonald's and Crocker created a world famous brand. The course of any world brand is not simple, and Crocker's process of building McDonald's brand is particularly difficult.
? A clever man who started selling paper cups.
1902 10 month, Raymond? Crocker was born in an ordinary family in Chicago, USA. Young Crocker is a very ordinary teenager, but what is different is that he often daydreams and weaves all kinds of dreams, and suddenly comes up with a few small ideas to make a fortune.
/kloc-When he was 0/7 years old, Crocker began to look for jobs everywhere. At that time, he was not interested in reading and dropped out of school very early. He plays the piano in several touring bands and is the director of music festival at Radio Chicago. From 1929, Crocker has been engaged in sales promotion for the next 25 years, first helping people sell real estate in Florida, and then selling paper cups in the Midwest of the United States. As a salesman, he experienced many twists and turns and tasted the taste of failure. Crocker later recalled:? After I failed to promote real estate in Florida, I was completely bankrupt. At that time, I didn't have a coat, a raincoat or even a pair of gloves. When I drove into Chicago and crossed the cold street to go home, I was freezing. ?
But hard work always pays off. Because of his outstanding performance in selling paper cups, he was promoted to the department manager of the western branch of new york Lily Paper Cup Company. After 15 years of hard work, Crocker has made some achievements in his career and lived a well-off life. However, at this time, he met a mechanic from the prince. The prince invented a new multifunctional milkshake machine, which can fill five milkshakes at a time, while the old one can only fill one. Crocker became very interested in this, and he decided to quit the paper cup he had painstakingly promoted and promote this milkshake machine. To this end, his debt will reach 654.38 million yuan, which was worthy of a madman's behavior at that time, and his wife strongly opposed it.
? But Crocker was not afraid. What he thinks has market potential. Why not do it? How terrible it is to be a paper cup salesman all your life. Things are moving forward. If you don't move, you will die. Busy and intense promotion work, he only sleeps 4 ~ 6 hours a day, as if he had returned to the time when he started his business. But with adventure and hard work, he not only paid off his debts, but also set up his own company and became the middle class of 1. At this time, he was 52 years old, suffering from arthritis and diabetes, and had his gallbladder removed. By rights, it's time to enjoy your old age. But he is not satisfied. Xinqidian McDonald's
? It was the day of 1954. Crocker, as the owner of the milkshake machine, found that an ordinary restaurant in San Bernardino ordered eight milkshake machines at one time. No one has ever bought so many machines at once. For business needs, he thought it necessary to find out what was going on, so he went to San Bertino specially.
? This is the restaurant run by McDonald's Brothers. 1937. Jewish brother Mike? McDonald's and Dick? McDonald's came to America and opened this drive-in restaurant. This kind of hamburger is sold at 0/5 cents per kloc, and the management mode has been greatly reformed, with self-service dining, paper tableware and fast service. This unique hamburger restaurant has been a great success. Later, the McDonald's brothers began to open chain stores and personally designed the golden double arch signboard. By 1954, the annual turnover of McDonald's Hamburg restaurant with 10 chain stores reached $200,000. Nevertheless, the short-sighted MacDonald brothers didn't realize that their invention had great potential.
? However, McDonald's shocked Crocker in its special way. It was noon, the small parking lot was crowded with people, as many as 150 people, and there was a long queue in front of McDonald's restaurant. The waiter in McDonald's works very fast and can deliver the food ordered by the guests in 15 seconds. Crocker has never seen such an operation.
? I never queue up to buy hamburgers. ? Crocker spoke loudly on purpose to attract customers' attention.
? Oh? One of the guests immediately said,? You may not know that the food here is low in price, good in quality, clean in restaurant and considerate in service. What's more, the speed is so fast, although there are many people waiting in line, they can buy it soon. I am a frequent visitor here. Why don't you try it, sir? ?
After listening to the customer's words, Crocker immediately realized that the Mai brothers had set foot in a building? Gold mine? . He immediately went into the shop and found the two Jews and asked them why they didn't open more restaurants because their business was so good. At that time, all he could think about was the milkshake machine. If every McDonald's restaurant buys him eight machines, he will make a fortune. But, dick. McDonald's shook his head, pointed to the hillside not far away and said, Do you see the house above? That's our home. I like that place. If there are too many chain restaurants, we will be too busy to go home. ?
Obviously, where are the mckesson brothers? Gold mine? No idea? Kim. .
? With years of experience, Crocker realized that the opportunity had come. He set his sights on McDonald's and decided to open a chain restaurant. The next day, he negotiated with the Mai brothers. The Mai brothers quickly promised him the right to open chain stores all over the country, but the conditions were quite harsh. It is agreed that Crocker can only take 1.9% of the chain store turnover as the service fee, of which only 1.4% belongs to Crocker and 0.5% belongs to McDonald's Brothers. Crocker, who wants to do something big, accepted this condition without hesitation.
From 65438 to 0955, Crocker opened the first truly modern McDonald's franchise store in northeast Chicago. Although McDonald's brothers may have been operated by others before this, their management was extremely chaotic, which seriously affected McDonald's reputation. This restaurant embodies Crocker's understanding of fast food restaurants, that is, paying attention to quality, service, hygiene and economic benefits. A person present at that time said: The restaurant is so clean, bright and colorful. The cooking process of food is like a demonstration, which is publicly displayed to customers. The stainless steel equipment is shining, and the employees' uniforms are neat and white. ? Crocker is very strict about the hygiene of restaurants. In the early days of opening the store, he went to the restaurant every day and picked up the dirty things on the ground when he saw them.
? From the beginning, Crocker intended to use this store as a model for future franchisees, so he created a set of extremely strict management systems. Crocker also strictly implemented this system when establishing the franchise system in the future. This is the famous QSCV (High Quality Hamburger), which is of high quality, delicious taste and comprehensive nutrition. Service is fast, agile, enthusiastic and thoughtful; The cleaning shop is clean and hygienic, and the environment is pleasant; Unified management system with reasonable price, high quality and convenience as the core. In the future, all franchised chain stores must strictly follow this standard, otherwise they will close down.
? Crocker worked very hard at that time, working 10 hours a day like a young man, just as he said. If I fail at McDonald's, I will be cornered. This is a life-and-death battle. ? And this chain store became an instant hit, creating a good annual income of 6.5438+0.58 million yuan.
? By the fifth anniversary of the establishment of 1960 McDonald's Company, its chain stores had grown to 228, with total sales exceeding 38 million US dollars. McDonald's success can be said to be entirely due to Crocker!
Build an empire
? Although Crocker has achieved such great success, he is still worried because he is not the real owner of McDonald's. He wants to be the real master and develop McDonald's into a kingdom. Coincidentally, the Mai brothers did not have such ambitions. They said: We have so many Kadileks and so many houses. What's the use of having money? ? As a result, they proposed a sky-high price of 2.7 million US dollars. Crocker is mad, but what can people do under the eaves? He had to borrow money from the bank and sign this unequal contract.
196 1 year, Crocker finally became the boss of McDonald's after signing the contract, and he can make great achievements.
? He enforced the QSCV standard more strictly. In terms of quality, throw away all the French fries and hamburgers that have not been sold for more than 7 minutes and 10 minutes. In order to keep this place clean, Crocker stipulated that his employees must do it: men should shave and trim their nails every day, and they should not have long hair. Women are not allowed to wear nail polish, heavy makeup and hairnets. As soon as the customer leaves, the service staff will clean up the desktop and all the pieces of paper left on the ground will be picked up immediately. Cigarettes and newspapers are not allowed in restaurants. Under the protection of this series of regulations, the storefront of McDonald's restaurant has always maintained bright windows, clean floors and clean desktops. Therefore, McDonald's is very famous in America.
? Crocker's management skills have brought great benefits to the company. The image of the company is also established because of good management. What followed was the endless wealth of 1.
? Paying attention to advertising is also a factor of Crocker's great success. McDonald's spends hundreds of millions of dollars on advertising every year. 198 1 year, the company's advertising fee is USD 320 million, accounting for 4.5% of the annual turnover. 1963, the company also created? Uncle McDonald? This unforgettable image to advertise. ? Uncle McDonald? There is a tray with hamburgers, malt extract and potato chips on its head, a pair of McDonald's cups on its nose and shoes on its feet like two pieces of bread. Its image is quite commercial. This clown-like image leaves customers with an amiable and lovely feeling, which is especially popular with children. ? Uncle McDonald? Become the spokesperson of McDonald's in American TV advertisements.
? After the success of any enterprise, it is inevitable to transfer its business from home to abroad, and McDonald's is no exception.
1970 when McDonald's decided to enter the overseas market, there was almost no precedent to follow. Because at that time, there were not many precedents for American service industry to invest overseas, and the scope was limited to the United States. There are no fast food restaurants in the country where McDonald's wants to develop its business. The middle class in these countries think eating out is a big deal. What they need are gorgeous and neat clothes, white tablecloths and big plates. Therefore, McDonald's is ready to export not only hamburgers and other foods, but also a food culture, and its difficulty can be imagined.
? When McDonald's first tried to develop chain stores in the Caribbean, Canada, the Netherlands and other countries, it failed, but it was a great success in Japan.
? Fujita, president of McDonald's in Japan, took a unique approach to Japan's national conditions. The McDonald's company in Japan must be 100% Japanese from the boss to the employees, so that McDonald's food can't be seen from the appearance as imported American goods. If you insist that it is American, customers will not buy this kind of food because they don't like America. 197 1 year, Crocker agreed to Fujita's plan and signed a cooperation agreement with him, with the United States and Japan each contributing half. Fujita launched a publicity campaign with 1 dramatic marketing means, making McDonald's famous all over Japan overnight.
? After summing up Japan's successful experience, Crocker used the same model as Japan to develop the global market: find a partner, give him considerable shares and autonomy, and let him play freely.
? In this way, McDonald's restaurants have mushroomed all over the world.
? Now McDonald's, Marlboro and Coca-Cola have become three famous brands in America. McDonald's is an indispensable part of American culture.
? On the other hand, Crocker is still struggling with the sick body. June1984+1October 14, the 84-year-old man is still tireless. He was traveling in San Diego, California, and carefully observed the operation of McDonald's with a telescope in his hand. He also found several shortcomings. When he was about to write, the pen slipped and he fell down and never stood up again.
? In the office of McDonald's headquarters, Crocker's favorite motto still hangs:
? Nothing in the world can replace perseverance.
? Talent? No: It is not uncommon for talented people to accomplish nothing.
? Genius? No: It is not uncommon for a genius not to be appreciated.
? Education? No: It is not difficult to find an educated person without a job.
? Only perseverance combined with determination is omnipotent.
? Perhaps this is one of the secrets of Crocker's great success.
? Secret of success
? Rich ideas? Repeat the talents of businessmen.
? Localization monopoly, global expansion, strategic conception aiming at children.