The catering model created by the McDonald's brothers was not successful from the beginning, but was adjusted and optimized step by step:
1. Before opening a restaurant, I drove a truck at Columbia Pictures, and after I collected enough money, I opened a small theater in Glendore. The economic situation was not good, so I referred to the profitable Willy Reed Hot Dog Beer Shop in Asia. Cadia opened a small restaurant, but too few customers, and moved to the next town - Holy Grail Nadino;
2. There is not enough funds to open a new store, and the old store is moved in a whimsical way, and the store is dismantled in half;
3. The growth of drive-thru restaurants was stagnant, and it was discovered that the restaurant model was inherently problematic, so the brothers dismantled all the details, redistributed, rebuilt, rethought all links , and found the problem: ① customer group positioning; ② Service quality; ③ operating expenses (labor + consumables) ④ waiting time.
Finally, the system optimization method was obtained, and an innovative Speedy System was created : focusing on the main product, increasing the speed of meal delivery (30 seconds), reducing manual service (customers need to get off the bus and queuing), changing the dining environment and method ( Create a family-friendly atmosphere and use disposable packaging)
4. But do you think innovation is so easy to accept, the brothers underestimated the difficulty of the learning curve, so many customers were angry at the beginning. So the McDonald brothers decided to promote their restaurant with a circus-style event. As long as you are good enough, there will always be guys who agree with you . So far, McDonald's restaurants have become popular.
But their overall thinking, daring to think, dare to innovate, and fantastic ideas are really amazing.
The McDonald brothers laid the foundation of McDonald's restaurants, and the one who carried forward McDonald's and brought McDonald's to the world stage, his name has nothing to do with "McDonald's" - Ray Kroc. In the movie, he is stubborn and aggressive, and has a strong desire to control, which makes the image of this character very controversial. Although I don't quite agree with him as a person, I have to admire his business acumen and persistence.
His observation ability is also very good. He noticed that there are churches and courts in every place, and saw the flag and the cross on the top of the building, so he thought of building McDonald's into a brand with American culture, which would allow the American people to obtain Brand identity, this is brand thinking . Through the architectural image of the golden arches, to the dining environment suitable for family dinners, and to the brand soul that even the McDonald's brothers did not realize - the name "McDonald's", the brand image is deeply rooted in the hearts of the people. At the same time, the brand also allows partners to earn more money and realize their American dream, which is one of the American cultures. (There are similar cases in other film reviews: Coca-Cola, Marlboro, and Disney, all branded and representative of American culture)
The Franchise proposed by Ray has made McDonald's expand rapidly, but there is also a huge problem, quality control. The partners Lei looked for at the beginning were all wealthy people who were out of control. They only wanted to make money and didn't want to manage the restaurant better, so they all broke through Lei's bottom line. Until he discovered that young people who are willing to work hard for a living and want to change their lives are the most suitable partners , and Lei has a good control over the quality of the products. But the increased cost of expansion has sent debt out of control. At this time, someone raised a key point - thinking about the business model from the perspective of the real estate industry. It is this kind of cross-border thinking that abruptly turned a catering company into a real estate company, but also achieved good cash flow, allowing the company to continue to expand and making McDonald's a world-class brand.
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