crisis, people do not want to spend too much money in the diet, so more and more people choose the fast food rather than the exclusive restaurant. Besides, the fast food can help people save time when they have lunch or dinner. So the fast food is very popular now.
Competitor
SUBWAY
SUBWAY was born in 1965 in the state of Connecticut. In january 1st last year, there were 3,3749 global branch store of the SUBWAY, get ahead of the McDonald’s, Become the world's largest brand of fast food franchise chain. You can see the uniform decoration design and menu, feel the uniform service theory and taste the global harmonization of pure style SUBWAY in the all SUNWAY restaurant all of theworld. The key to success of the SUBWAY is sinple“the characteristics of my life”.
KFC
The KFC business philosophy is to constantly introduce new products or repackaging of previous saled of products and caught the psyhology of people who is curious about new things to gain profit. The success of the KFC is from the concerted efforts of the 1.9 million employees worldwide. At locations around the world, KFC always put the needs of the costomers in the most important position. So that when the Customers enjoy a variety of delicious food, they also can feel the most cordial and first class service and dining environment.
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Starbucks
Starbucks is a chain coffee company, established in 1971 with its headquarters located in Seattle, Washington, DC.Starbucks worldwide. It has nearly 12,000 stores throughout North America, South America, Europe, Middle East and the Pacific. It is the world's largest coffee chain store.
Starbucks is very popular in the United States and Canada between students and white-collar. In addition to coffee, Starbucks also has tea, stuffing leather, bread and cakes. Some Starbucks stores even seek cooperation with supermarkets and bookstores, it opened in the cooperation stores.
Recommendation
Short-Term Recommendation
1. Continuously strengthen the marketing activities for children to Enhance the cohesion of the childern. For example, Increase the types of children's package and give chilern more gift for free. Meanwhile make more room for children to play games and Increase the recreational facilities. 2. Classify the adults as their habits and taste to carry out more promotional activities. And then, Make the appropriate adjustments about the taste of the food according to their different characteristics, like more sweet or more hot.
3. Continue to increase the number of sales outlets in non-traditional places in order to expand the sales.
4. carry out the sales promotion activity like price reduction and adding new varieties of the food.
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On the other hand, renovated with a new dining environment to attract customers in the restaurant.
Long-Term Recommendation 1. advertising promotion： carry out the more activities like “I grew up with McDonald's” “McDonald's in my heart” to attract people's attention and promote their new products in the major cities. Through various media like TV or newspapers or the Internet to promote their business philosophy, so that people can better understand McDonald's.
2． public relations activity：participate in public welfare undertakings to enhance the goodwill of McDonald’s. At the same time, provide the suppurt to various competitions across the country And provide financial sponsorship for cooperative groups to enhance the reputation. Besides, publish an article about nutrient content of the new product and ensure honest operation, so that people will have better understanding of McDonald's.
3. Diet-health: Now,the taste is the not only pursue of food , the healthy of diet is also more and more attention by people, so in order to adapt the new demands of people now, it should provide new products which beneficial to human being body, and establish a concept about healthy diet.
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McDonald's Corp. has eliminated the middleman standing between fast-food lovers and their burgers, with an advanced test of technology that promises to shorten lines and give consumers more control over ordering.
Outside Chicago in St. Charles, Ill., longtime McDonald's franchisee John Lardas has reconfigured his restaurant, replacing three ordering stations manned by employees at the front counter with one traditional station and four stand-alone computers, or kiosks.
\of customers now opt to use the technology.
McDonald's, which recently admitted its service problems and vowed to fix them, is ironing the kinks out of technology that some believe will transform fast food the way similar systems have revolutionized bank transactions and airport check-ins.
Each kiosk allows a customer to place an order directly with the kitchen, using a touch screen with pictures of food, English or Spanish text and verbal prompts.
Have a Big Mac the regular way with special sauce; customize it without cheese or pickles.
\— people getting the wrong order or with something missing,\remains a top consumer concern in his firm's yearly industry survey, along with food taste and restaurant cleanliness.
That's partly because staffing restaurants with well-trained employees willing to work for low wages remains an increasing challenge for fast-food operators, which run on tight margins and have seen the
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price of commodities like beef move steadily higher.
Once perfected, the technology probably will lead to shorter wait times, labor cost savings and higher average purchases, analysts said.
\Inc. \
Five McDonald's restaurants in the Denver area are operating self-ordering kiosks. An earlier phase of the test included stores in Raleigh, N.C. McDonald's is testing similar systems overseas in France, Australia and Japan.
\heading the test. \
Small declined to discuss when the Oak Brook, Ill., company would make a decision about implementing the kiosks on a permanent basis, or how much the devices cost.
But the competition is heating up. Privately held Burger King Corp., the largest hamburger-making rival to McDonald's, also is testing kiosks in a handful of stores. A representative for the Miami company declined to provide additional details.
Having a machine consistently remember to ask whether you want French fries with your sandwich, as the McDonald's kiosks do, can boost the value of a transaction by 10% to 20%, said Kate Delhagen, a Forrester Research analyst who has studied kiosk technology.
She estimates that installing such stations in a typical restaurant would cost $10,000 to $20,000 for the
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hardware, with software, training and maintenance an additional expense.
Within a few years, benefits will outweigh those costs, Delhagen said. For instance, before an order is sent to the kitchen at the McDonald's in St. Charles, the computer verifies that it's correct, providing a rolling total, so virtually nothing is lost in translation. Inserting a bill or credit card into the machine completes the process, and in about a minute a server appears with food and change.
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