This is a live-action biographical film that tells the story of the McDonald's "founder" Ray Bullock who created the McDonald's empire. To be honest, the celebrity biography of a business giant is not only a personal biography, but also a business case, because a businessman's life is inherently inseparable from business, and there is no way to put aside those important business moments. Originally I wanted to talk about this movie in two articles, one dedicated to writing the movie and the other writing the business case, but I felt that the movie did indeed speak very logically about the business during the wonderful process of shooting, so I decided to also Innovatively put film and business together interspersed. Before I talk about it, let’s talk about the general review. Compared with the two films of Jobs, this commercial biographical film is indeed much more exciting. It is the most exciting business personal film I have seen so far and it is worth recommending. The wonderful place lies in two points. One is Mike Keaton (the male lead actor in the 87th Oscar Best Picture "Birdman", and an important participator in the 88th Oscar Best Picture "Focus". This movie If you get the award, you don’t need to deny your acting skills.) Zhuo Qun’s acting skills have vividly portrayed Lake Rock from the heart to the outside; second, this movie is like a commercial book, telling the story of McDonald’s entrepreneurship clearly. The problem at each stage, the way to solve the problem, and even the way to think about it. Basically, the whole movie can start with the three low periods of Ray Bullock (hereinafter referred to as Ray) as the main line. The first time was at the beginning of the film. Lei repeatedly failed to promote the milkshake mixer, but the "chicken and egg" speech really made the salesperson's powerful mouth work so vividly and exquisitely. The dejected man returned home and brought out a black plate. Jiao, I thought it was playing some favorite music, but it turned out to be an exciting success lecture: "Persistence. Nothing in the world can take the place of persistence. (Persistence, nothing in the world can replace persistence). Talent won't, nothing is more common than unsuccessful men in talent. Genius won't, unrewarded genius is practically a cliche (genius won't, unrewarded genius is practically a cliche) Genius has long been a cliché). Education won't, Then Lei led to the biggest turning point in his life. The average restaurant ordered one or two mixers, while the McDonald’s restaurant ordered six. Lei also began to wonder if the order was wrong, so he went there to check it out with curiosity. At that point, I was totally excited, and I strongly invited the McDonald’s brothers to have dinner together to learn about their business model. Next is pure commercial dry goods. The McDonald’s brothers discovered that the drive-in restaurant business model itself has some shortcomings in the course of operating. They discovered that the car restaurant essentially has three problems that have caused the restaurant’s sales to stagnate (so the ability to think must be a must for entrepreneurs) One of the ability, especially thinking about the nature of business and thinking about the current situation and the future): 1. The target customer group is not right, because some reasons such as cigarette vending machines, jukeboxes, etc. will attract some unhealthy teenagers and gangsters, dining environment Affected; 2. The quality of service is not good. One is that consumers wait too long, and the other is too busy waiters often deliver wrong meals; 3. The operating expenses are too high, one is that there are a large number of employees, which leads to high wage costs, and the other is tableware. The loss is large. Then they rethinked the business model based on these issues, did three things to optimize and innovate the business model, and created the "Speedy System": 1. Focusing on the best-selling products, the McDonald’s brothers found the best car restaurant The three most popular products are Hamburgers (hamburgers), French fries (french fries), and Soft-drinks (soft drinks), and they account for 87%, so they optimized the menu and streamlined them to focus on these three products. As a result, the brand influence was so strong that it was mentioned that the hamburger is McDonald's, just as another brand giant Coca-Cola is equivalent to Coke. The three most successful American brands that best represent American culture are: McDonald's, Marlboro, and Coca-Cola.
This is the menu map before the change
This is the menu map after the change, which is really minimalist. This is also what many catering companies in China are doing now. They only make one or two hot products to drive their brands and sales. In the past, the practice of eating all the dishes in a restaurant would give people an unprofessional feeling. Some even named the restaurant directly after the main dish. For example, Yang Mingyu's yellow stewed chicken specializes in yellow stewed chicken rice, and San Shaoye meat sandwiches. It specializes in Rou Jia Mo, Wang Pin Steak and Formosa Steak, etc. At that time, what McDonald's did was what Chinese catering companies are now doing. 2. Reduce costs as much as possible. Cancel the delivery staff to become users queuing for self-collection, saving a lot of staff costs; cancel the tableware and change it to one-time packaging, which is lost after eating, and there is no loss of tableware; cancel the cigarette vending machine and automatic ordering The record player will not attract problem teenagers, but create an environment for family consumption. This business behavior that has been clearly felt in China in recent years was also a trend in the United States sixty years ago. Let’s take the current shopping mall as an example. We will find that the occupancy rate of many children’s clothing brands in shopping malls has increased, the number of small casinos supporting children has also increased, and the proportion of catering in the shopping mall has also increased significantly. Take Wanda Plaza as an example. It has become the only magic weapon for Wanda Plaza to compete in second- and third-tier cities. 3. The 30-second waiting time. The McDonald’s brothers spent six hours on the tennis court and finally designed the best kitchen design.
Then created a 30-second meal process for McDonald's:
This time, Lei couldn’t sleep for three days with excitement. He kept thinking of McDonald’s in his heart, and then thought of the Franchise model. However, the quarrel with his wife at home made him fall into a second depression, and then Lei. People went to the movies and watched "On the waterfront", which is Marlon Brando's representative work. It swept 8 awards at the 27th Oscar Awards and won the best film, best director, and best actor. The classic movie that has waited for awards, the movie was released in 1954. The choice of this film pays tribute to the classics and echoes the time. This detail is a good choice. Lei was the first to sell paper cups. It turned out that a company bought most of them with trucks. It was discovered that they developed a 5-axis milkshake mixer. Lei felt that there was a great business opportunity. Then he mortgaged the house to obtain this. The company’s exclusive agency rights have been sold for 30 years without making a fortune. This time it’s because of a business opportunity in the sales process. It is excusable for his wife not to understand him, but in the end his unwillingness to be ordinary took the upper hand. Quietly mortgaged the house and invested in McDonald's this time, and obtained the exclusive franchise right. Ray used these words to say that the McDonald's brothers agreed to his request. After seeing the golden arch designed by the McDonald's brothers, he exhilaratedly said that in every small town in the United States there are two things-churches. And the court, the church is topped with a cross, and the top of the court is a national flag, and our McDonald’s arch is the third thing, he represents the United States, is a family lifestyle in the United States, gathering Americans from all over the world, McDonald’s It not only provides food but also spiritual food, it is the "New American Church." So every business wizard is actually a dream maker. Bill Gates, Jobs, Musk, Jack Ma, etc. are all first-class dreammakers. But then again, American cultural marketing is indeed worth learning from China. Chinese companies are still stuck in the "technique" of marketing and are still learning to pursue low cost and cost-effectiveness. This is represented by emerging companies headed by Xiaomi. The "Tao" for marketing in the United States, Tao is cultural marketing. Almost all the companies that do best in cultural marketing are in the United States. Take the three most representative companies as examples. Coca-Cola promoted Coke to military supplies and trained a large number of soldiers because of the war. Becoming consumers allows them to feel the taste of their hometown even in faraway countries. As a result, these 30 million soldiers became the largest consumer group after they came back, driving a surge in Coca-Cola sales; Disney’s dream is not only to make you feel through TV and movies. , It has created Disneyland so that everyone can truly feel the dream world created by Disney. Many of Disney’s creations are physical goods, but what essentially sells is a kind of culture; McDonald’s is the epitome of American food culture, no matter what it is in the world In any corner, as long as you enter the McDonald’s restaurant, you can return to the American style in a second. After obtaining the franchise rights, Lei began to find various people to cooperate with. First of all, he started with the rich and went to the club for dinner with his wife. These rich people were also bold, and these shops were established in minutes, but these people Because money is not easy to manage, it does not follow the standardized process at all, and the entire management is completely out of control, just like the McDonald's brothers tried franchising, but also because of improper management and ultimately failed. However, Lei immediately changed his direction and asked them to run McDonald’s by looking for people who were hardworking, hardworking, hardworking, and eager to change their lives. His speech to those aspiring young people was "We need a person who are't." afraid of hard work, aren' s, I was deeply attracted by this name. This name is all the value of the McDonald’s brand and the embodiment of American culture. He wanted to own it at that moment, but in the end, the 52-year-old middle-aged and old man who started his business successfully established the world’s most One of the successful companies-McDonald's, one only belongs to the brand. The whole movie portrays the characters very deeply. Every speech like to intervene means that this person has a stronger personality, which echoes his strong approach. The powerful control of authorized dealers and the counterattack against the McDonald's brothers show his strongness. In addition, he is a stubborn person with a gambler character. He must continue to do what he insists on, rush to mortgage the house to do it, and expand quickly if there is nothing, which proves that he is good at gambling. Also, his lack of human touch is obvious. Friends in the club said that when they turn their faces, they will turn their faces. The wife who has been with him for 30 years can also abandon them after they have developed. The McDonald brothers who gave him the McDonald's business model were also kicked out by him, and he promised to give authorization. For the fee, Lei was really a typical formalist businessman, who combined the most significant advantages and disadvantages of the businessman. However, his whole life is still an inspirational life. It is a life of persistence. If the bad is eliminated, the advantages are worthy of our promotion. Talking about business, from the prevalence of successful learning, to the creation of a family environment in the catering and business environment, to the single-product stores in the catering will continue to be popular, and finally land is the mantra of money, which really confirms that China is pursuing developmentalism. Many times we feel that we are now ahead, our online shopping is more developed than Europe and the United States, and our sharing economy is developing faster than Europe and America. In fact, we are still behind them. The most urgent task is to humble and develop the economy. . This is the best commercial movie I have ever seen in 2017. It is a good movie and a good business case. Talking about business, from the prevalence of successful learning, to the creation of a family environment in the catering and business environment, to the single-product stores in the catering will continue to be popular, and finally land is the mantra of money, which really confirms that China is pursuing developmentalism. Many times we feel that we are now ahead, our online shopping is more developed than Europe and the United States, and our sharing economy is developing faster than Europe and America. In fact, we are still behind them. The most urgent task is to humble and develop the economy. . This is the best commercial movie I have ever seen in 2017. It is a good movie and a good business case. Talking about business, from the prevalence of successful learning, to the creation of a family environment in the catering and business environment, to the single-product stores in the catering will continue to be popular, and finally land is the mantra of money, which really confirms that China is pursuing developmentalism. Many times we feel that we are now ahead, our online shopping is more developed than Europe and the United States, and our sharing economy is developing faster than Europe and America. In fact, we are still behind them. The most urgent task is to humble and develop the economy. . This is the best commercial movie I have ever seen in 2017. It is a good movie and a good business case.
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