What is the significance of the impact and integration of foreign fast food?

Many of us take fast food as fashionable, while foreign gourmets regard fast food as "food waste", which is a bit inconceivable. McDonald's, KFC and other famous foreign fast-food restaurants have become popular in China almost overnight, and young people are even more attracted to them, and many people regard eating fast food as a kind of super-value enjoyment. Many people regard fast food as a kind of value-added enjoyment. This should be the saying that "foreign monks can read scriptures". Fast food has the advantage of fast food, food to the hands of customers within 15 seconds, can be said to be fast. McDonald's in China alone has been quite successful, according to reports, McDonald's set a daily sales record not in the United States mainland, but in Beijing, China, McDonald's largest sales outlets are in China. I. Extremely Affinityable Corporate Culture Walking into McDonald's or KFC, what comes to your face is a strong and domineering leisure culture. They borrow the power of the brand, for parents and children in the leisure time to provide a bridge to connect the family. Their core strategy is to keep chaining a cultural affinity. In fact, a piece of hamburger has not only represents a food, but also reflects a culture. Therefore, in the most inclusive food culture in Shenzhen, the simple work of foreign fast food can occupy the market, cultural and human affinity is a crucial factor. Children here have a fun children's playground, delicious fries. Children have a playful nature, and sitting in the middle of a bunch of adults is the last thing they want to do. Once they find such a children's slide and jumping bed with cartoon designs on the inside and free play next to the seats, I believe there is no force that can make them not like it, not to mention that French fries and soft drinks are every child's favorite food. Young people's view of "foreign fast food" is a different story. Compared to traditional Chinese restaurants, there is no choking fumes here, just clean tables and chairs and bright windows; there is no sound of drinking and boxing, just lively or melodious background music. Even when it's not time to eat, there are young people coming in to buy a Coke, read a book and chat. Even if you don't buy anything, no waiter will come to drive you away. So in the eyes of many young people, this is no longer just a place to eat, but a place to release their minds and feel free. According to Market News, SARS has had a great impact on the catering industry, and the business of the catering industry is slow, but the business of foreign fast food is far better than that of Chinese fast food. Although foreign fast food was hit hard during the most tense period of SARS, it recovered very quickly, and most of them were regular customers who did not feel the tense atmosphere of the SARS period when they were dining. Translate the "restaurant culture" into the enterprise, forming a set of corporate culture with enterprise characteristics. McDonald's advocates: "All McDonald's associates are the true owners of McDonald's." McDonald's and KFC spend huge sums of money every year to train their corporate staff to accept and recognize this corporate culture, so that the staff inadvertently influences the customers and produces a perfect combination between taste and taste. Catering industry experts believe that, in addition to learning the standard of foreign fast food, clean, service, but also to learn from them to provide consumers with "soft" connotations such as affection and other humane things, so as to find their own kind of affinity, so that the consumer's consumer behavior and consumer psychology to produce harmony. Of course, this affinity to find in the Chinese culture and modern trends, do not solve this problem, Chinese fast food will never do big. McDonald's and KFC's bottom line is even bigger, every year still have to invest a lot of money for advertising or public welfare, they will be regarded as the accumulation of intangible assets. And it is this uninterrupted accumulation of publicity, to instill in consumers what is the real McDonald's and KFC, where to find McDonald's and KFC. An American once said that no matter which country he went to, he would feel at home whenever he saw McDonald's. This is the marvelous thing about foreign fast food. The reason why foreign fast food is popular, leaving aside the advanced marketing methods, but also because it creates a relaxed and friendly and rely on the atmosphere, the atmosphere is deep in the blood, intangible, but always playing a role in a considerable part of the people, the essence of foreign fast food is clean and convenient. The store is spacious and bright, the environment is pleasing to the eye, how can not let the heart intoxicated? Chinese fast food hygiene, dining environment is not so satisfactory, the quality of service and other aspects are far behind the foreign fast food. As we all know, the reason why fast food culture is popular all over the world, lies in its catering mainly highlights the word "fast". The reason why McDonald's, KFC and other foreign fast food now have such a high rate of public awareness, it is also with foreign fast food in the number of stores opened almost no other stores can compete with the reason is inseparable. The two foreign fast food, in China, competition and expansion at the same time, the use of its frequent and effective marketing activities, not only to establish its strong brand advantage, but also to make the fast food culture y rooted in people's hearts. Overview of the two foreign fast food market strategy, from strong public relations, to the star effect of the advertising campaign, to the diversity of marketing methods, to enthusiastic public welfare, to increase the brand's reputation and recognition, until to meet the different customer preferences of the localization strategy, the two foreign fast food have their own characteristics, not to be divided into two. From the foreign food and beverage giants of the competitive strategy can be seen, their rapid development of the magic weapon is seemingly very false "cultural competitiveness". This is through the analysis of the current dietary needs, the development of a consistent dietary patterns and corporate culture, and then use this culture to cultivate employees, so that employees and enterprises *** with growth. Second, the perfect standardization of management Science Titan Qian Xuesen once gave fast food under this definition: the industrialization of cooking. 13 minutes and 30 seconds, which is KFC computer control of a pot of fried chicken out of the time; a layer of cheese, half a cup of meat floss, seven minutes of baking, which is the standard production of Pizza Hut a pancake ...... Strictly industrialized process, the final result is, of course, profit. The ultimate result is, of course, profit. According to statistics, the average turnover of McDonald's is 160 times that of Chinese fast food restaurants, while KFC "nibbles" away 2 billion yuan a year from the Chinese market. In the KFC company only standardized manuals have hundreds of sets, from the selection of stores, raw materials, to product processing, quality, trademarks, operations, etc., there are standard manuals, black and white, each employee to carry out any one of the work have chapters to follow. Beijing KFC's general manager, Mr. Cui said: "Let's say, our company stipulates that french fries are not sold after 7 minutes of frying and then discarded, maybe 6.5 minutes, 7.5 minutes and 7 minutes is not much difference, but there can only be one standard. So, for KFC, all over the world, in each store, there is only one corporate standard that is unique. Similarly, any action carried out in McDonald's Corporation also follows the only one standard to act. From the supply of raw materials to the product sold, a unified standard, procedures, time and method, so that customers, whether today, or tomorrow, whether in the United States or in China, can taste the same quality, the real original flavor of the American burger. A visit to the McDonald's production base and production methods of the Beijing fast food restaurant owner said, even from the street to pull an old lady who does not know how to cook, as long as she masters the operating procedures, but also can make a unified flavor of the product. Advanced management relies on excellent talent to realize. Talent training is the inevitable way to create outstanding talent. It is reported that Beijing McDonald's Food Co., Ltd. spends more than 1,000 million yuan a year on staff training, from general manager to ordinary employees to receive training, and even sent far away from the United States McDonald's hamburger University. Chinese fast food is generally unwilling to train employees, which makes them in the staff quality comparison in an unfavorable position. KFC pursues the "human core" human capital management mechanism. Therefore, employees are the key to KFC's rapid development around the world. KFC continuously invests money and manpower to conduct training in various aspects and at various levels. From restaurant servers, restaurant managers to managers of the company's functional departments, these trainings not only help employees improve their work skills, but also enrich and improve their own knowledge structure and personality development. In China, KFC has set up a professional training system and education base for local restaurant management - the Education Development Center. Established in 1996, this center is specially designed for restaurant managers and provides thousands of training courses for more than 2,000 KFC restaurant managers from all over China every year. The center revisits and rewrites old teaching materials about every two years. Training courses include quality management, product quality assessment, service communication, effective time management, leadership style, labor cost management and teamwork. Through the training of employees, the establishment of a sound standardized management, under the unified decision-making headquarters, fast-food restaurants, such as the machine as an orderly operation, but also prompted the foreign fast food towards the road of expansion. Third, to scale to promote efficiency, expansion and development, and actively expand the localization of business Franchising in the world have been unanimously welcomed, the main reason is that franchising can be used as a business management model conducive to the rapid development of enterprises, growth and expansion. On the other hand, it can also be used as a mode of entrepreneurship, which is undoubtedly extremely strong attraction for those who have limited capital, lack of experience, but really want to invest in entrepreneurship, because once he joins the implementation of franchising enterprises, he can get a has been practically tested the success of the business experience and management methods, more importantly, he can get a high value of the free brand, and can also get the franchisor's guidance and management, and can also be used as a model for the development and expansion of enterprises. He can also get the franchisor's guidance and help, all of which will greatly reduce the risk of his investment and business, so that the probability of his success will be greatly enhanced. More importantly, the supportive attitude of governments is also an important aspect of the success of franchising. Franchising is one of the most popular business operation models in the international arena. In the United States, more than 35% of the retail turnover comes from franchising. KFC and McDonald's in the world, most of the outlets are also used in this way of operation, but only in China, whether McDonald's or KFC, the pace of franchising cautious and prudent. From 1993, the first KFC franchise store opened in Xi'an, to the current KFC franchise stores only 20, of which 13 are concentrated in Xi'an, while the rest of the KFC chain is still sole proprietorship and joint venture mode. At the end of 1998, KFC was once again ready to look for franchise partners in the Chinese market, and made public the franchise application requirements for franchising. KFC's parent company, China's Yum Brands public **** Affairs Manager Xu Zhen said that KFC's current phase of the Chinese market "not from scratch" franchise is an optimal way to ensure that the franchisee as soon as possible to integrate into KFC's standard management system, and **** with the development. KFC's "not from scratch" franchise model and the usual franchise model is different: KFC will be a mature, profitable restaurant resale to the franchisee, the franchisee does not have to start from scratch, to avoid their own site selection, store opening, and recruiting, training and management of a large number of complicated work of the staff, at the same time, the franchisee's risk will be greatly reduced, increasing the success of the franchisee! Will greatly reduce the risk of franchisees, improve the chances of success. Now, McDonald's and KFC's expansion in China has been stepping faster and faster, in the two you catch up with me in the long-distance running race, KFC has clearly a step ahead: as of the end of 2003, KFC in the country's total number of stores reached 1,000, McDonald's more than 560, KFC in the number of McDonald's has been ahead of 400. McDonald's and KFC as the representative of the foreign fast food industry is they build a business platform to expand the Chinese market step by step, from the initial standardization, fast, hygienic Western-style fast food impact on the profit-making model, to the current bias in the middle of the role of site selection, franchising and franchise chain. Foreign fast food through years of painstaking management, its brand image and commercial value is increasingly becoming a winning formula. McDonald's Golden Arches, KFC's Colonel Sanders, like a shadow, from the megacities gradually to the small and medium-sized cities, from the initial cautious to the present day, in the process of encountering mashed potatoes out of gear, litigation disputes, credibility crises and "price increases" events. But this does not prevent them from expanding their ambitions, want to take the road of localization, build chain empire. Although multinational corporations are typically used in cross-border resource allocation, but the localized utilization of resources is also quite high, especially in China, such as large market capacity, resources are relatively rich and diverse, labor prices are relatively low for the host country, but even more so. Fudan University School of Economics research group found that in KFC's domestic and foreign input procurement value ratio, KFC international business system under the international division of labor in production is not high, KFC 2000 imported raw materials accounted for about one-tenth of its total raw material purchases in that year, and there is a tendency to reduce year by year. In the process of localization, raw materials, staff, products, advertising innovation and localization is the focus of the two foreign fast-food competition, but also to the local Chinese enterprises have brought new business opportunities. Lai Linsheng, general manager of McDonald's Northern China and president of McDonald's Beijing, said that McDonald's has a set of time-tested operation mechanism. Its broilers, beef cattle, lettuce farming and planting, chicken (cattle, pigs, fish) meat pie processing, as well as restaurant tables and chairs, kitchen equipment, special signs, etc., respectively, there are fixed suppliers, some have been working together for more than 40 years, the McDonald's chain stores opened to where these suppliers to build the factory to where. As early as 1983, before McDonald's entered China, its system suppliers came first, to China to open farms and factories, and so far has invested in 52 factories, farms, ranches, breeding farms in China, to ensure the production and processing of global standardized raw materials and semi-finished products. McDonald's and each supplier are completely independent of each other in terms of financial, accounting and personnel management, and each is accountable to the company's board of directors. McDonald's only puts strict requirements on suppliers in terms of quality control, without any interest in the relationship. Only large-scale production can reduce costs and achieve good quality at low prices. Unified production and chain operation is the effective way to utilize the economies of scale. Foreign fast food through the continuous expansion of its scale, to achieve the reduction of its management costs, KFC and McDonald's although it seems to be two competitors, at the same time, this competition has a very strong exclusivity, they are through the continuous expansion to promote their own development, this development, localization, Sinicization is the multinational corporations to enter the Chinese market must go through the road, the key is to see who's speed is faster, the integration of a higher degree. McDonald's and KFC have shown amazing consistency on this point. From the provision of food, procurement of raw materials, to the hiring of personnel, advertising, the localization of foreign fast food more and more in-depth, the market feedback should also confirm this point. If the scientific operation mechanism and strict management, making McDonald's and KFC day into the money, and very affinity for corporate culture, so that McDonald's and KFC to the world.