McDonald's China. As a global fast food giant, the name that has been used for 60 or 70 years will not be changed casually. There are still many reasons behind the name change.
In fact, "Golden Arch" has an indissoluble bond with McDonald's. The name "Golden Arch" is not out of thin air. Actually it was registered as early as 1993.
McDonald's was originally founded by two brothers named McDonald's. Later, ray kroc became its franchisee, and later bought out the trademark right of McDonald's for $2.7 million, and gradually began to establish the McDonald's empire by franchise chain.
The first franchise store was in Phoenix. The appearance of the store was built like two huge golden arches. Because when klock saw the picture of the McDonald brothers hanging on the wall, he excitedly described a scene: In the future, American families will gather under the golden arch and be happy. Klock fell in love with the Golden Arch at first sight, and this restaurant caused a sensation as soon as it opened, because its appearance was too grandiose and novel. The recognition of golden yellow is very high, which reminds people of enterprises with popular prices. The M-shaped arch is very soft in design, attracting customers into the door of joy like a magnet. The most important thing is that you can see it from a distance.
Later, golden Double Arch became the standard design of McDonald's franchise stores and gradually became the symbol of McDonald's. Westerners call it the "Golden Arch". What's more, there was a "golden arch theory" 20 years ago-no two countries with McDonald's stores will go to war with each other, because they will replace their desire for war with Big Macs and French fries.
Behind the name change is the change of enterprise development strategy and competitiveness. Therefore, the renaming and use of "Golden Arch" is related to the historical origin of McDonald's brand. However, the name change is only the appearance, which indicates the change of the future development strategy and core competitiveness of the enterprise.
At the end of July this year, McDonald's announced that its strategic cooperation with CITIC, CITIC Capital and Carlyle Investment Group had been completed. China, who is in charge of the newly established McDonald's, will become the main franchisee of McDonald's in China Mainland and Hong Kong, China in the next 20 years, responsible for operating and managing about 2,500 McDonald's restaurants in China Mainland and about 240 McDonald's restaurants in Hong Kong, China.
Earlier, some catering people said that the joining website and hotline of McDonald's China could not be opened and dialed.
Wang Jianhui, senior public relations manager of McDonald's Beijing Co., Ltd., said in response to the media that the new company will operate and manage McDonald's businesses in Chinese mainland, China and Hongkong, China in the next 20 years, and promote its rapid expansion.
In the third quarter report released on June 24th, 10, McDonald's said that in the three months ending on September 30th, due to the sale of franchises in mainland China and Hong Kong, China, the operating income of stores in mainland China and Hong Kong, China will no longer be included in McDonald's overall income from the third quarter.
In the "Vision 2022" accelerated development plan of Chinese mainland released by the new McDonald's China, it is proposed to maintain a double-digit annual growth target in the next five years, and a large part of this will come from the performance of the new store. Therefore, the expansion of stores has become the top priority of the new company in this "five-year plan".
In the past 60 years, McDonald's still needs to keep pace with development. According to the plan, within five years, the number of McDonald's restaurants in the mainland will increase from 2,500 to 4,500, and the speed of opening stores will also increase from 250 to 500 every year.
McDonald's worry is understandable, because in the mainland market, their old rival KFC has opened more than 5,000 stores, covering the fourth and fifth tier cities in China. According to the data obtained by Curiosity Daily, in 20 16, KFC's share in the chain restaurant market in China was twice that of McDonald's, and their share was 1 1.6% and 5.6% respectively.
Opening more stores quickly will be the key to the competition between McDonald's and KFC, and franchising may be the most effective way.