Although McDonald's is now the world's top 500, Ricklock is a business legend, but in 1954 he was still a diaosi, and it was the development of the fast food industry that made him.
In the 1950s and 1960s, the fast food industry in the United States developed rapidly, and it was far more developed than McDonald's. There are several major chain groups such as Jack in the box, Taco Bell, Carl's Jr in Nanga alone. The fast food industry actually started with the highway. The McDonald's brother's store was on the westernmost side of Route 66 at that time, and the Americans went all the way west to the world, and they got there.
The Speedy System of the McDonald Brothers is impressed by the movie. The brothers' innovation, in addition to remodeling the kitchen to improve work efficiency, is more important to adjust the user market.
The previous Drive-in restaurant target users are passing drivers. In order to attract drivers to patronize, we have to arrange for waitresses (Carhops) like Betel Nut to show off on the roadside and flip the menu. The cost of income is also high, so things are naturally not cheap; As a stronghold, women and children were scared away. Richard & Maurice brothers first set their sights on being an ordinary family customer, providing simple, fast hamburgers, and most importantly, cheap.
The McDonald's brothers' burgers were selling for 15 cents at the time, 20 cents cheaper than other stores.
Because it is cheap, it is necessary to reduce costs and increase the volume. Therefore, it is necessary to remodel the kitchen to reduce manpower, and it becomes necessary to build the Speed System.
Ricklock certainly saw this, but he saw much more than that.
In the toilet talk at the end of the movie, McDonald's brother asked Kroc, "You know all the secrets in the kitchen, why don't you make it yourself?"
Ray said, I must be not the only one who has visited your kitchen. How many of them have been successful? Besides, the McDonald brothers themselves tried to open a chain, didn't they fail?
Saying how the "McDonald's" name is Americanized is, of course, only superficial. (Mc is an Irish name, Kroc is an Eastern European name; Irish is of course more popular) In fact, Ricklock is selling the "American Dream." The McDonald brothers opened a restaurant, and they aimed at ordinary American families. While Lei is a chain store authorization, he is actually doing a platform business, especially after adopting the strategy of buying and renting land. His clients are franchisees, the new middle class pursuing the American dream.
Ray initially opened a store with friends from the club. These old money ignored the management rules of the McDonald's system and ignored the quality of food. Sooner or later, they would repeat the mistakes of the McDonald's brothers opening a chain. So he re-looked for middle- and low-class people who were willing to endure hardship and obedience to join, reduce the franchise fee, and expand the number of chain stores.
In this sense, the McDonald brothers built the Speedy System for the kitchen, and Ricklock built the Speedy System for developing the chain. (Why sign a deal with the McDonald brothers, I guess he still needs McDonald's restaurants as a good sample to attract his customers)
The Kitchen Speed System makes the Ford-style production line landed in the fast food industry, and unskilled workers can quickly get started. Of course, it is an important factor for the rapid popularity of the chain.
However, it is not a simple technical transformation to make the small chain store owners agree with Lei's values, identify the same user market, and pursue the same management model.
In the film, in fact, Ray uses religious zeal to find people, address, open stores, reduce costs, promote the importance of quality control and cleanliness, promote "family value", and elevate the golden arches to the national flag and the cross. The same status; implant the family concept into employee management, run a hamburger university, and promote that as long as you are hardworking and willing to roll up your sleeves, you will have a chance of success. From then on, "the working class can take their children to restaurants to eat!".
With this management and marketing model, the McDonald brothers are far inferior to Lake Rock.
And this sounds a lot like Teacher Ma.
Fast food restaurants follow the highway, and e-commerce follows the information highway. At first, IT enthusiasts played on the website. Later, with Alibaba, Taobao, and Tmall, everyone felt that online shopping was cheap and convenient, and the scale became larger and larger, and it really entered the homes of ordinary people. More and more people are becoming Taobao shopkeepers. In addition to their hard work to get rich, the platform is also getting bigger and bigger.
Although there were also eBay, HC, and 8848 in the same period, none of them could see the essence of business, and use values to unify the team, so that "there is no difficult business in the world".
After more than 50 years, there has been a lot of changes, but the same thing is: a diaosi thinks of a way to let a group of diaosi produce many, many cheap and useful things for more diaosi.
McDonald's, it sounds so foreign.
View more about The Founder reviews
