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麦当劳背后的营销天才

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核心提示:when people think about the franchising concept, mcdonalds usually comes up first as a prime example. and though mcdonal

when people think about the franchising concept, mcdonalds usually comes up first as a prime example. and though mcdonalds was not the first franchise business – isaac singer, the inventor of the sewing machine gets credit for originating the franchise idea -- the hamburger chain certainly exemplifies franchising success.

人们想到连锁加盟概念时,通常首先浮现在脑海的最佳案例便是麦当劳。虽然麦当劳并非首个连锁加盟企业(缝纫机的发明人艾萨克·辛格因开创了连锁加盟的概念而享有美誉),但是这个汉堡连锁机构确实是连锁加盟成功的榜样。

the first “mcdonalds” restaurant was opened by brothers dick and mac mcdonald in 1940 on route 66 in san bernadino, california. the menu had about 25 offerings, and “carhops” brought the food out to patrons (usually teenagers) waiting in their cars.

1940年,迪克和麦克·麦当劳兄弟在加利福尼亚州圣伯纳迪诺县的66号公路上开设了第一家“麦当劳”餐厅。当时餐单上有大约25种菜式,“侍应生”会将食物送到在车里等候的顾客(通常是青少年)手上。

today, mcdonalds franchise network is the world’s leading food service retailer, with more than 30,000 franchise restaurants serving 52 million people in more than 100 countries. of those stores, more than 70 percent are owned by independent operator franchisees.

如今,麦当劳连锁加盟网络是世界上首屈一指的食品服务零售商,有30000多家连锁加盟餐厅为100多个国家的5200万人提供服务。其中,超过70%的连锁店是由独立经营的受许人拥有。

how did the chain grow from a single store to the most popular fast food restaurant and successful franchise operation in the world?

这个连锁机构是如何由一家小店发展成为全球最受欢迎的快餐店以及成功的连锁加盟运营机构?

raymond kroc gets the credit as the driving force behind mcdonald’s successful franchise growth. he did not start out as a restaurant owner, but as an equipment supplier to restaurants after mortgaging his home and investing all his savings in an exclusive distributorship for a milk shake maker called “multimixer.”

雷蒙德·克罗科被誉为麦当劳连锁加盟成功发展背后的推动力。他起初并非餐厅老板,而是餐厅设备供应商,他将房子抵押贷款,将毕生积蓄投资在了一种名为“多功能搅拌器”的奶昔制造机的独家经销权上。

in 1954, the mcdonalds restaurant caught kroc’s attention because it was using eight multimixers. kroc went to visit the restaurant and was amazed at the speedy business operation that served so many people at once. the mcdonald brothers had already begun to franchise their restaurant concept and had four locations going by the time of kroc’s visit.

1954年,因麦当劳餐厅使用了8台多功能搅拌器而引起了克罗科的注意。克罗科去参观了这家餐厅,餐厅能同时服务多人的运营速度令他非常震惊。克罗科去参观时,麦当劳兄弟已经开始进行以连锁加盟方式发展餐厅的想法,并且已经有四家分店在运营。

kroc recognized the opportunity to sell lots of multimixers and made a proposal to the brothers to let him franchise restaurants outside of their home base in california. (ray kroc was not the only one impressed by the mcdonalds restaurant, which was also visited by james mclamore, founder of burger king, and glen bell, founder of taco bell.)

克罗科意识到售出许多多功能搅拌器的商机,向这对兄弟提出让他在他们加利福尼亚州的总店外面开设连锁加盟餐厅的建议。(雷·克罗科并非唯一对麦当劳餐厅留下深刻印象的人,国王汉堡的创始人詹姆斯·麦克莱默和塔可钟的创始人格兰·贝尔也曾前去参观。)

in 1955, kroc launched “mcdonalds systems, inc.” as a legal structure to run his franchises, and by 1958 mcdonalds had sold 100 million hamburgers. in 1961, the mcdonald brothers agreed to sell all the business rights to kroc for $2.7 million. the company went public in 1965, and 100 shares purchased then for about $2,250 would have grown to 74,360 shares now worth over $3 million.

1955年,克罗科开始以“麦当劳体系有限公司”(mcdonalds systems, inc.)作为法人机构运营自己的连锁加盟店。截至1958年,麦当劳已经卖出了1亿个汉堡包。1961年,麦当劳兄弟同意以270万美元的价格将所有经营权卖给克罗科。1965年,这家公司公开发售股票,那时,购买价约为2250美元的100股股票已经上涨到现在价值超过300多万美元的74360股股票。

the first mcdonalds franchise opened outside the us in british columbia, canada in 1967. since then, mcdonalds has spread all over the world, with its largest franchise store featuring more than 700 seats opening in beijing, china in 1992.

1967年,美国境外第一家麦当劳连锁加盟店在加拿大的不列颠哥伦比亚省开业。自那时起,麦当劳开始遍布世界各地。1992年,麦当劳最大的可容纳700多人的加盟店在中国北京开业。

one essential factor that contributes to franchise success is a consistent commitment to standards. mcdonalds franchise restaurants became well-known for the inspired and defining vision created by kroc for his restaurant business. “quality, service, cleanliness and value” was the company’s motto, and customers knew that no matter where they travelled, they could rely on those qualities at every mcdonalds they visited.

连锁加盟成功的一个必要因素便是始终遵从标准。麦当劳连锁加盟餐厅因克罗科为他的餐厅业务创建的鼓舞人心和经典的形象而家喻户晓。“品质、服务、清洁和价值”是这家企业的座右铭。顾客知道,无论他们到哪里,他们都可以信赖他们前去用餐的任何一家麦当劳的品质。

kroc’s brilliant marketing insights produced many winning strategies. he launched “hamburger university” in 1961 in elk grove, illinois, to train all franchisees in every aspect of mcdonald’s management. kroc also targeted families as his best market share. this resulted in the debut of the “ronald mcdonald” clown character on television in 1963, first played by willard scott.

拥有非凡营销见解的克罗科制定了许多获胜策略。1961年,他在伊利诺伊州的鹿林市创办了“汉堡大学”,专门为麦当劳的受许人进行各种管理方面的培训。克罗科也将家庭视为最重要的市场目标。由此,1963年,“罗纳德·麦当劳”的小丑形象首次出现在电视上,其第一个扮演者是威拉德·斯考特。

mcdonald’s success thrives on adapting to consumer demands…

麦当劳的成功基于适应消费者需求而逐渐壮大……

but the franchise chain’s success also rests on another key component, which at first glance might seem contrary to franchising principles – continual innovation and adaptation to market conditions.

但是连锁加盟的成功也取决于另一项关键因素,该项因素初看似乎与连锁加盟原则背道而驰,即不断创新和适应市场环境。

first started as a simple hamburger, french fries and milkshake restaurant, mcdonalds franchise operation experimented and expanded its menu to cater to changing tastes and consumer demand.

麦当劳最初只是一家以汉堡包、法式炸薯条和奶昔等简单菜式为主的餐厅,之后尝试连锁加盟的经营模式,并扩展其菜式品种来迎合消费者不断变化的口味和需求。

in 1963, mcdonalds introduced the “filet-of-fish” sandwich in the cincinnati area for catholics who did not eat meat on friday. this was the first new offering added to the standard menu and went national the following year.

1963年,位于辛辛那提市的麦当劳为在星期五不吃肉的天主教徒引进了“鱼片”三明治。这是第一个加入到标准菜单中的新菜式,并且在第二年便风靡全国。

it is interesting to note that many of the new products added to mcdonald’s menu over the decades were developed by franchisees.

有趣的是,我们需要注意几十年来,麦当劳的菜单中增加的许多新产品都是由受许人开发出来的。

for instance, the “big mac” introduced in 1968 was the brainchild of jim delligatti, one of the earliest mcdonalds systems franchisees. the “egg mcmuffin” was developed in 1973 by mcdonald’s franchisee herb peterson. a canadian franchisee invented the mcflurry in 1997.

举例来说,1968年引进的“巨无霸”是麦当劳体系最早受许人之一的吉姆·德利加蒂的智慧结晶。“烟熏蛋汉堡”(麦满分)是麦当劳的受许人赫伯·皮特逊于1973年开发的。而麦旋风是由一位加拿大的受许人于1997年发明的。

in 2005, another adaptation to the times and consumer demand was the provision of wifi with nintendo in select locations; and delivery service in singapore, where customers can phone in their order and have it delivered 24 hours a day, seven days a week. the company has also departed from its standard free-standing units, and installed quick service kiosks in busy places, like malls and airports.

2005年,适应时代和顾客需求的另一项举措便是在指定的地方提供无线局域网与任天堂;以及在新加坡提供外送服务,新加坡的顾客可以打电话订餐,一周七天,每天24小时持续运营。该公司也有别于其标准的独立式配置,在商场和机场这类热闹的地方安装了便捷服务的小卖亭。

mcdonalds franchise business has not only survived but thrived through boom times and recessions and has successfully reacted to consumer trends. it was one of the first franchise restaurants to post nutritional information about its menu, and now offers salads and other healthy options in recent years.

麦当劳连锁加盟企业不仅在经济繁荣和衰退的时代生存下来,而且蒸蒸日上,并且成功针对消费者的动态作出响应。它是第一批公布其菜单菜式的相关营养信息的连锁加盟餐厅之一,而且近年来推出了沙拉等健康餐点。

if you would like to get your bite of the profitable franchise restaurant industry why not find out more about well-known and some up-and-coming fast food franchises, which have been influences by the world’s most successful franchise business - mcdonald’s.

如果你想要在利润丰厚的餐饮连锁加盟行业中分一杯羹,何不了解更多有关知名快餐连锁以及一些有发展前景的快餐连锁加盟的信息,这些连锁加盟一直受这世界最成功的连锁加盟企业——麦当劳的影响。

 
 
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