The main product of McDonald's is its hamburger, which attracts consumers to enter McDonald's, but McDonald's doesn't make money by hamburgers. After all, McDonald's hamburgers cost 12 yuan, but McDonald's hamburgers actually make little profit or even make money.
Because such a big hamburger needs the best beef and bread, the bread tastes best when the bubbles are 4 mm This kind of bread can't use some waste oil used by catering enterprises, but only the best oil. If it can't be sold after ten minutes, it can only be thrown away.
With such a high cost, plus rent, personnel expenses and promotion expenses, McDonald's hamburgers actually don't make money, but hamburgers are only one of the main reasons that attract many consumers to McDonald's.
Where McDonald's really makes money is those small commodities such as coke and French fries that are not noticed. This is how it makes small money. A coke 6.5 yuan, maybe Maori 4.5 yuan, that's where it makes a little money.
Then there is the supply chain. Many managers can think that McDonald's can do centralized procurement. When McDonald's concentrated on purchasing beef, flour and potatoes used by tens of thousands of stores around the world, profits came out. However, McDonald's supply chain is far more brilliant than this. If McDonald's only thought about centralized procurement, it would not be McDonald's today, nor would it be the world's largest single-brand fast food chain with more than 30 thousand stores around the world.
McDonald's not only obtains stable profits through centralized procurement, but also actively participates in the reform of supply chain, reducing the supply chain cost, and shares it with partners in the reduced supply chain cost, but the biggest beneficiary is definitely McDonald's.
For example, suppose that a kilo of potatoes used to cost 5 yuan, and the yield per mu was only 6000 kilos. McDonald's Company provides free potato planting improvement technology to the farm. When the farm got free potato planting improvement technology, the yield per mu increased from 6000 kg to 20000 kg.
In the past, the yield per mu was 30,000, and the unit price was 5 yuan, and the yield per mu was 6,000 Jin. Now, after the yield per mu reaches 20,000 Jin, farmers can reduce the price to 2 yuan per Jin, so the total income per mu will reach 40,000 yuan, an increase of 6,543,800 yuan over the previous 30,000 yuan. In this way, farm enterprises are very happy. But the biggest beneficiary is undoubtedly McDonald's. Because the unit price has changed from 5 yuan to 2 yuan, the unit cost has been greatly reduced.
Therefore, McDonald's does not simply rely on centralized procurement to obtain "intermediate profits" from the supply chain, but actively and deeply participates in the reform of the supply chain. By reforming the supply chain, the overall income of the whole value chain is greatly increased and the largest part is obtained. Some readers may think this is unfair. Is McDonald's bullying farmers? Not really, because McDonald's is the biggest contributor here, so it is reasonable for it to get the biggest profit.
If only the supply chain was "neutral", McDonald's could not have gone so far and formed such an obvious competitive advantage today. The main profit of McDonald's comes from real estate. The first reaction of many readers is McDonald's professional site selection ability. The price of the location that McDonald's likes tends to rise, so McDonald's relies on real estate for profit. Note that this sentence is only half right again.
If McDonald's only gains real estate appreciation through professional site selection ability like ordinary enterprises or ordinary investors, it is not done by McDonald's experts, but only ordinary investors.
The uniqueness or brilliance of McDonald's lies in that it not only has professional site selection ability, but also establishes McDonald's catering culture and McDonald's business circle through efforts to sell hamburgers, and constantly draws a large number of people to McDonald's and its nearby business circles through McDonald's business circle.
This practice will actively and directly promote the rise of real estate prices, which is also the secret of McDonald's becoming the "best real estate company in history". It is not passively waiting for real estate appreciation, nor simply relying on the so-called professional site selection ability, but actively driving the long-term growth of real estate prices.
Extended data:
Disney's business model and profit point
1, film and television industry
Disney has made all kinds of movies and TV programs, including movies, cartoons, TV programs, recordings and Shang Yan's stage plays. Making more than 50 feature films every year on average has become a legend in the film and television industry. Its industrial characteristics are: the combination of globalization and localization, continuous innovation to conform to the trend of the times, exquisite production technology and bombing propaganda.
2. Disneyland
Disneyland is a theme amusement park based on Disney cartoons and movies. Promoting the development of theme parks through movies, thus stimulating the operation of a series of tourism service facilities in the park, expanding business and snowballing income are the management ideas of Disneyland.
Adhering to the survival principle of "experiential marketing" and taking "creating happiness" as the theme, Disneyland has created a fantastic comic world and restored the virtual cartoon characters in the film to real life. In addition to theme parks, Disneyland also provides catering, souvenir shopping, accommodation in theme resorts and car ferries in the park to create a perfect travel experience for tourists.
3. Disney consumer goods
1), franchising: Franchising has expanded the profitable sales channels of Disney Company. Today, there are more than 4,000 businesses with Disney franchise in the world, and the annual franchise amount of Disney has reached more than 654.38 billion US dollars. After Mickey Mouse came out, many manufacturers contacted Disney and asked for permission to use the image of Mickey Mouse. Now, products with the image of Mickey Mouse are all over the world and are deeply loved by the "mouse gang".
2) Derivative consumer goods: mainly audio-visual tapes, VCD/DVD/CD products, tourism products, toys, souvenirs, books and other related products, representative scenes of film and television and corresponding tourist attractions. In March 2009, Disney Consumer Goods Department announced that it would launch the first Chinese B2C Disney authorized online shopping platform in China, selling more than 5,000 kinds of Disney authorized goods, and preparing to share the "big cake" of online shopping. Disney also claims that online sales will account for 8% ~ 10% of Disney's total merchandise sales in the future.
4. Disney's online media
Disney's online media mainly include: Disney ABC TV Group, Disney Radio Station, ESPN Company, etc. Online media is currently Disney's largest source of revenue, accounting for 4 1.95% of its total revenue. The related enterprises of Disney's animation business are mainly concentrated in the downstream of the industrial chain, namely: animation image authorization, audio-visual product distribution and amusement park industry. Disney has integrated the whole industrial chain, and only the downstream needs to cooperate with the outside world to obtain the maximum added value.
References:
Baidu encyclopedia-McDonald's
References:
Baidu Encyclopedia-Disney