In 1990, the first McDonald's entered China and became a window for young people to catch up with fashion.
In 2023, McDonald's will have nearly 4,500 stores nationwide, from the top of the hill to the parking lot, almost everywhere.
McDonald's built on top of a hill.
Just recently, McDonald's threatened to exceed 10,000 in China alone and 50,000 in the world by 2028.
Break through the fastest speed ever.
After opening 10,000 homes in four years, why is McDonald's still in Changhong for 30 years?
It has even won the love and followers of a large number of young people, and some even call themselves Maimen believers.
From Maimen literature to poor ghosts**, from co-branding** to DIY calendars, from paper bag photos to BFF check-ins.
Every time, McDonald's was able to accurately grasp the Chinese traffic password and succeed on social networks in one fell swoop.
For this reason, I will talk to you in this issue.
With a new store born in an average of 9 hours, how did McDonald's manage to be so stable and thriving in such an environment?
If you think about it carefully, the competition in the hamburger circle is really not small, since KFC's Crazy Thursday broke into the Internet circle, and V Me 50 has become a high-frequency word on the contemporary Internet, McDonald's seems to have diluted my world.
In addition, in the past two years, the new rise of China's hamburger Tustin has reaped a large wave of consumer groups in the affordable and local burgers, and handmade cattle Joburg and Burger King have also seized a piece of the pie in this wave of fast food market.
Various brands are rolling **, first KFC's Crazy Thursday not to mention, and then the Sunday special came out, and then Burger King also followed Crazy Wednesday.
It is hard to arrange consumers seven days a week, not to mention, but McDonald's only relies on the immortal 1 1 with the poor ghost ** to stand tall
It's rare, it's rare.
Some time ago, I passed by McDonald's with a friend, and impulsively rushed a McGinn member, including charging cards** are ten yuan cheaper than the original order, which is even if the knife holder is on my neck, I have to buy it.
For the next month, I was obsessed with it, and every time at 11 o'clock at noon, I wanted to rush to the wheat gate.
More buy more and more cost-effective genes engraved in the bones.
Isn't that a successful repeat marketing strategy?
McDonald's model,
Read the "Process Password".
McDonald's created the hamburger myth, but its success isn't just about double auspiciousness.
There are thousands of Western restaurants selling hamburgers across the country, why are only a few companies such as McDonald's leading the way?And their products are not bad, we can only explain that the management model is different.
The gap is hidden here.
The McDonald's model, in fact, is a successful case of fast food replication system, which is classified in the book "Process Code".
Business process: Where there is a position, there must be a process
Training process: Where there is a process, there must be training
Supervision process: Where there is homework, there must be supervision
And it is this set of very standard management model, armed with all branch structures, so that McDonald's continues to maintain a competitive advantage, under the premise of improving the reputation and loyalty of every customer to McDonald's.
At McDonald's, the onboarding process for all new employees is also standardized:Proficiency in at least 3 jobs per month is called the "3 30 Plan".
If you have enough learning ability and willingness to learn, you can even pass the assessment of 10 jobs in a month, and this is why McDonald's opened a McDonald's China University in China in 2010.
The advantage of multi-post assessment is that one person has multiple posts.
Of course, this does not mean that one person works two jobs, but in this case, the employee grows the fastest, and can also experience multi-position employment to prevent mechanical numbness.
It is conducive to retaining talents, reducing personnel costs, reducing the store's dependence on an employee, and employees can also be transferred to fill positions at any time, so as to quickly strengthen the emotional connection and cooperation between employees.
After all, if a person works in front of the cash register every day, how many years can he last?
McDonald's has greatly reduced the cost of manual scheduling and enhanced the dependence of employees on the brand.
Compared to other catering industries, where manual changes are extremely fast, McDonald's wins.
It's not that both companies do things according to the process with extreme precision, but that thousands of McDonald's strictly implement themTo be honest, there are almost no domestic enterprises that can achieve such fine process management.
Even Huawei is learning hard.
McDonald's Brand Marketing,
"Fan moments" everywhere
In the era of fragmentation, brands have to take into account their own image on the one hand and try their best to link consumers, so they have launched various activities such as joint check-ins.
On the other hand, they want to achieve user conversion in a short period of time through social networking, so they find various Internet celebrities to bring goods.
And in between, McDonald's has found its own "marketing strategy".
Just a few days ago, Mai Mai launched a new peripheral product, using "fan moments" as a proposition to make a Mai Mai 2024 fan weekly calendar, and invited illustrators to make 53 illustrations with 53 sincere words from iron fans.
"Fan moment" refers to McDonald's constantly digging into the UGC content produced by fans, finding something that meets the specific, resonant, and special requirements, and then creatively producing around the content.
This creative method of using UGC not only brought infinite joy to the believers of Maimen, but also triggered the effect of fan linkage publicity.
McDonald's has completely integrated with fans in this wave of content operation, which not only links consumers but also realizes user conversion, which can be described as killing two birds with one stone.
And McDonald's on Weibo is a surfer who loves to play memes with fans.
This explains why McDonald's has been able to expand so quickly in China and so much in a short period of time.
These seemingly simple methods and marketing methods are actually what many brands have tried and then given up.
And McDonald's won in persistence, and also won in the case of changes or changes in the market environment, he still chooses to stand with fans.
KFC Party or McMen Believers?
The Chinese market is constantly being attacked
Wasn't there a saying that was very popular before?"If you want to buy a house, you go and see where there is McDonald's. "It can be seen that Maimai has a strong influence on the Chinese market.
According to McDonald's (MCD.).US) first-half financial report information shows that McDonald's revenue in the first half of this year increased by 11% year-on-year to 123$9.5 billion;Net profit was about 41$1.3 billion, a significant increase of 83% year-over-year;Diluted earnings per share were 5$6, up 85% year-over-year.
In the second quarter, McDonald's global same-store sales increased by 117%, with double-digit growth in every segment.
With the Carlyle Group** McDonald's minority stake in its strategic partnership in Chinese mainland, Hong Kong and Macau in November, McDonald's future performance levels may be further achieved**.
On the other hand, as a brand that has been in China since 1987, KFC has opened more than 9,500 restaurants in more than 1,900 cities and serves more than 1 billion consumers a year.
Even so, there are still 1100 cities to enter.
Moreover, KFC is still loved by many people today.
The next direction of their development and attack is to China.
The third and fourth-tier development cities are sinking.
According to the trend, China's sinking market is still a vast blue ocean, and their rapid growth in Fujian, Guangdong, Sichuan, Chongqing, Hunan and Jiangxi towns has brought an astonishing expansion rate.
That's why McDonald's chose to focus its investment in China.
The potential consumption power of China's lower-tier markets continues unabated.
Kempczinski pointed out that China is the fastest growing market for McDonald's in the world, and it will continue to benefit from its long-term development potential.
McDonald's will open 1,900 new restaurants around the world in 2023, of which more than 900 will open in China.
Opening a new store in nine hours is no easy task, and McDonald's, the world's undisputed fast-food hegemon, has done it.
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