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
p>
"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
"Store manager personal inspection" system
Execute "overdue scrap"
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
p>
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 operations
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"
p>Establish a complete supply network
"Partners" on the same front
Kentucky
Chain-style success
>
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
p>Relying on Yum Group
Multi-temperature distribution
Dynamic route
Special topic: How to do a good job in raw material acceptance
Tenth Chapter Employee Evaluation Manual and "Restaurant Manager First"
McDonald's
Gig-job System
Employee Evaluation Manual
Regular monthly communication
Hamburger University
KFC
Restaurant Manager Number One
Inspiring Culture
Encourage Recognition Cards
Work together
Topic 1: Contents of employee training
Topic 2: Key points of employee assessment
Chapter 12 Crisis management experts and crisis " "Chicken" PR
McDonald's
Fighting the "Business Low"
"Sanyi Coach" Incident
Coping with "Anti-Fast Foodism"
Coping with “SARS”
KFC
“Sudan Red No. 1” incident
Coping with the “anti-fast food trend”
"SARS" incident
Crisis "chicken" public relations
Special topic: How to respond to crisis events
Chapter 13 Global "networking" and Asia strategy
McDonald's
Global "Network"
The Myth Made in Japan
Going Deep into Inland China
KFC
Eastern Expedition to Japan
Second Entry into Hong Kong
Taiwan Strategy
Aiming to Dominate Mainland China
Special Topic: Restaurant Market Survey
Reference: "McDonald's and KFC" Author: Chen Bingqi Publisher: China Economic Press