Mbiri ya "McDonald ndi". "McDonald ndi" mbiri ya chilengedwe chitukuko komanso kupambana

Rey Krok - munthu, chifukwa imene dziko tsopano ukugwira 29.000 amagulitsa, kutumikira anthu oposa 45 miliyoni patsiku. Koma iye anakumana ndi abale McDonald pa zaka 52, iwo anali ndi mndandanda chidwi cha matenda ndi mavuto. Mbiri ya "McDonalds" - ndiye nkhani ya Ray Kroc, amene anakwanitsa zofunika pa kucha kwambiri ukalamba a madola 600 miliyoni! Uyu anali wokhoza osati mofulumira ndi fabulously wolemera, komanso kwambiri kusintha kalembedwe moyo wa anthu ambiri m'dzikoli.

Kuyambira pa msewu - McDonald abale

McDonald abale - anayambitsa unyolo uwu zotchuka odyera. Ndi kupyolera mwa iwo nkhani ya "McDonald ndi" wayamba. The bungwe poyamba kuti chakudya kudya, iwo anatsegula mu 1940. The podyera wa nthawi yakale chinali chikhalidwe 25 mbale. Abale kwambiri wosalira menyu n'kumusiya kuwotcha ndi cheeseburgers, French batala, makeke, tchipisi, khofi ndi milkshakes. Zonsezi kukonzekera ndi kutumikira mofulumira kwambiri odyera "McDonalds". Mbiri ya mtundu wotchuka ndinayamba ndi kusintha kwa owerenga kudziletsa utumiki, limasinthira khitchini ndi mitengo m'munsi mphamvu.

Mwa njira, mu masiku amenewo akazi sakanatha kugwira ntchito mu nyumba amenewa, monga abale ankakhulupirira kuti iwo zimalepheretsa ndodo amuna ntchito. MacDonalds anatha kugwira zilakolako za anthu ovuta pambuyo nkhondo nthawi. ntchito yawo kwambiri pamodzi. Kwambiri zimayesetsa Kukwezeleza abale a odyera "McDonald ndi". Logo History anayamba ulendo wake pakati pa 50s, ndi pamene pali ankadziwika arches onse Icon wofiira ndi wachikasu. Koma bungwe akadali sadziwa onga. Zinali ndiye ndi panali Rey Krok - munthu amene anasintha nthawizonse odyera zakudya zachangu.

Zikomo amene anali chitukuko cha "McDonald ndi"?

Rey Krok - si amene anayambitsa chakudya kudya kapena china chirichonse. Chinthu chokha chimene iye akanakhoza kuchita bwino mu miyoyo yawo - malonda. Long zaka 17 anagulitsa makapu pepala kampani wodziwika ndi kuika ntchito yake kuti amagulitsa zomera kupanga ayisikilimu. Komabe, posakhalitsa mpikisano akhala anamasulidwa latsopano chitsanzo chipangizo, ndi Ray anali kutseka kampaniyo. Mosimidwa ndi kufufuza ntchito, anayamba kuzungulira dziko ndi kamodzi anamva chidutswa chidwi nkhani. The odyera yaing'ono walamula ochuluka monga khumi la zomera kwa ayisikilimu. Pa funso la zimene zikuchitika pamenepo, bwenzi lake anati, "Anthu kupanga ndalama." Krok, osazengereza kamphindi ka adakhala kumbuyo gudumu ndipo adatulutsa ku dzuwa California. mbiri "McDonald ndi" limene linayamba mu 1940, kuyembekezera kusintha kwakukulu.

Chilolezo ku San Bernardino

Kamodzi m'tauni yaing'ono ya San Bernardino, Ray mofulumira kuona cafe aziti iyeyu n'ngwabwino. "McDonald ndi" anali wamng'ono msewu kukhazikitsidwa kwa mkulu-liwiro dongosolo yokonza ndi mbale disposable. Ray anaona chitsulo khitchini kauntala ndipo ndithu menyu wamng'ono, chomwe ndi zinthu naini. Koma koposa zonse anadabwa mitengo kuti anali theka la mtengo wake wa mpikisano. Tucked zochitika zonse apa MacDonalds abale amene anali, mwatsoka, izi mphasa. Ndalama ali, iwo ali okhutira, ndipo sanafune kuti apita patsogolo kwambiri. Ngakhala makhaliro awo sizinayambe Kroc, nkhani ya "McDonald ndi" kuti chabe kusiyidwa. Abale anali kufunafuna ndalama, ndiponso anthu othandizira kuti awonekere njira awo, akhumudwa yopeza ndalama zambiri pomanga malo odyera. Kugulitsa chilolezo kwa kutsegula bwino ndalama zochepa kwambiri (mpaka madola 2500), iwo sakudziwa nkomwe amafuna kuchuluka kwa ndalama ya bungwe ili. Mavuto Rey Krok nkhaniyo mu manja awo ndi kupatsa abale chiwembu watsopano mogwirizana.

Mbiri ya zikamera wa "McDonald ndi": kugulitsa chilolezo Kroc

Kroc zoperekedwa kwa eni nyumba kugulitsa franchises kudutsa dziko ndi izo. Mtengo zaka 20 ndi $ 950. Ndipo aliyense cafe ayenera kulipira kuchuluka phindu, lomwe unagawidwa pakati pa abale McDonald ndi Kroc wofuna. Chiwerengero kuperekedwa kwa eni latsopano ntchito chizindikiro, chizindikiro ndi dongosolo kudya chakudya, anatulukira ndi abale.

M'masiku amenewo, pamene panali ankadziwa kwambiri Kroc ndi McDonald franchises kale anagulitsa wotchuka kudya unyolo onse zakudya. Iye akhapidziwa kuti ndi njira zosavuta kupeza ndalama. anthu ambiri amene anagulitsidwa chilolezocho, analibe chidwi pofuna kukwaniritsa chizindikiro ndi kuwayang'anira kugwilizana ndi mawu onse a mgwirizano. Iwo ankaganizira kwambiri za ndalama. Kroc ankafuna kuti mbiri, mtundu "McDonald ndi" njira zina. Iye ankafuna odyera anabweretsa yodalirika, kodi manyazi mtundu kudutsa America. Iye anakana kugulitsa franchises ku madera akuluakulu ndi kugulitsa yoyenera kutsegula malo odyera chimodzi chokha. Ngati mwini Institution anasonyeza kuti akhoza kudaliridwa mtundu, Ray zinamupatsa kutsegula cafe wina. Iye si anapindula restaurateurs, kukakamiza iwo kugula osankhidwa zipangizo ndi mankhwala, koma mosamalitsa kuyan'ana amasokoneza onse anagula. Izo zinali zitamangidwa kutsatira miyezo muyezo wa "McDonald ndi".

Komabe, ogula zinthu zimenezi sasangalala. Makampani olemera mukufuna kugula azichitira ndodo lonse, ndi anthu mwayi wochepa sanakhutire ndi chakuti chilolezo ukugwira zaka 20 zokha ziyang'aniridwe wa Kroc. M'chaka choyamba cha malonda latsopano, Ray anagulitsa okwana 18 franchises. Komanso theka la restaurateurs kuchita chirichonse chimene iwo akufuna, ngakhale mu cafe kugulitsa pitsa ndi agalu otentha. Rey Krok ankafuna nkhani zosiyanasiyana. Iwo chinamuthandiza chochitika mosayembekezereka - kukumana ndi Sanford Agatha.

"McDonald ndi": bwino nkhani za Sanford Agatha

46 wazaka mtolankhani Agatha anapulumutsa ndalama wofanana madola 25 chikwi, ndipo anafuna kulenga malonda awo. Kroc anagulitsa chilolezo wake kutsegula malo odyera mu mzinda wa Waukegan. Agatha malipiro zomangamanga, zida anagula, ndipo ndalama zinamuthera. Mu May 1955, malo odyera aang'ono ndi adatsegula zosayembekezereka loti bwino. Tsiku lililonse, ndalama zake zinali pafupi madola zikwi. Munthu amene wachoka m'dziko pangano, anakwiya. Iye sankadziwa kuti odyera yaing'ono m'tauni yaing'ono adzabweretsa mwini ndalama wofanana 30 zikwi pamwezi. iye analandira pangano la chikwi chimodzi chokha. Agatha posachedwa anagula yekha nyumba yapamwamba ndipo anakhala ndi moyo mu kukoma mtima kwake. kupambana Zimenezi zachititsa kuti anthu ambiri amene anali ndi ndalama zazing'ono, koma mumakonda ntchito ndi chuma. Anthu anayamba kundanda kwa CRIC kuyembekeza kubwereza bwino Sanford. Mbiri ya "McDonald ndi" anagwidwa patsogolo. Kroc anali kugulitsa anthu si bizinesi yatsopano, nawapatsa moyo wabwino! Restaurant analipira pa miyezi isanu ndi umodzi, kuyambira kubweretsa phindu kwambiri. Chifukwa cha anthu anali okonzeka kugwira ntchito zonse ndi zofunikira za Ray, monga akanafuna. loto lake anayamba akuyendera.

ufulu chiwombolo abale woyamba

Mbiri ya "McDonald ndi" anapita njira ina yatsopano, pamene mu 1961, oyambitsa anavomera kugulitsa Kroc mtundu wodziwika ndi ufulu kusamalira iwo okha popanda chotenga mbali. Letter "M", ankaona chizindikiro mabungwe onse, iwo pafupifupi $ miliyoni 2,7. Mtundu wa ndalama kwa munthu wamalonda kale woyendayenda, kumene sanali. Ngakhale odyera unyolo anabweretsa ndalama yaikulu, kuchuluka kwa Ray anali negligible. Komanso kuchuluka kwa ngongole yanuyo ndi madola oposa 5 miliyoni. Kroc Zinkafunikiradi ngongole yaikulu. Sonneborn (maukonde zachuma) anakopa mayunivesite angapo odziwika bwino kuti aganyali miliyoni 2,7 mu chitukuko ntchito. Koma tsiku asanalandire ndalama anabwera kukana, chifukwa cha kusadalirika la kumalo a ntchito. Ndiye Sonneborn anatulukira kuphatikiza malo bizinesi ndi malo msika. cholinga kampani anali kupeza umwini wa nyumba odyera ndi dziko limene iwo anaima. Ndipo kunali kovuta kwambiri!

Purchase malo ndi nyumba

Company History "McDonalds" zingakhale chowala ngati osati Harry Sonneborn. Iye anapanga chopereka zikuluzikulu chitukuko cha maukonde. Kupeza akauntanti odziwa, Harry amalenga pa pepala maonekedwe a kampani bwino. Kunali kofunika kuonetsetsa kuti mabanki anavomera thamo wabwino. Kukhala angongole kuti ntchito yaikulu ya kampani - kusala chakudya, ndi kugulitsa malo, mu 1961, Kroc anatha kutenga ngongole ya $ miliyoni 2,7. Chotsalira, abale analandira malipiro awo ndi kwathunthu anapuma. Mbiri ya "McDonald ndi" kwapita zina popanda oyambitsa ake.

University Hamburger

Mu 70 kudya unyolo chakudya choyenera kwambiri wotchuka. Kroc revenues akukulira tsiku ndi tsiku. Magazini yotchuka ya "Forbes" inalemba nkhani amene ananena kuti matenda ake ndi wofanana ndi madola miliyoni 340. Koma wamalonda kale ndipo sindinali kuganiza kuti asiye! Ngakhale m'malo ukalamba, iye silimatha ntchito ndi kusintha.

Mu 1961, iye anatsegula zasayansi lotchedwa "Hamburger University". Pamenepo panabuka kuphunzira magawo mbatata kuphika, muffins ndi cutlets. "University" ndipo tsopano ntchito Komabe, tikukonzekera kampani Ngopambana pamwamba. Mu zaka 60 m'malo Waliwiro anadza chisudzo wotchuka dzina lake Ronald. Mbiri ya "McDonald mu" nthawi sizikutanthauza chirichonse popanda khalidwe, wokondedwa ndi ana onse m'mayiko ambiri. Ana kupita ku malo a mlungu, kufuna kuwona tisangalale izi!

Mu 1984, Rey Krok anafa. Lero, yaikulu bungweli amalowerera Dzheyms Skinner (wachinayi munthu kulimbana ndi ntchito yovuta).

Odyera zakudya zachangu mu Russia

A nthawi yaitali kwambiri mu dziko lathu anthu sangathe kulawa cheeseburgers chomwecho monga Achimereka. eni Network anafotokoza kukana kugulitsa chilolezo Kusakhazikika kwa chuma Russian ndi ndale. Mbiri ya "McDonald" ku Russia anayamba kuchita zokambirana yaitali mu 1976. Izi zinachitika pa Games Olympic ku Montreal. Soviet Union mapeto akadali kulemba pangano ndi maukonde waukulu wa amagulitsa. Mu 1990 iye ankatchedwa "McDonald" ndicho choyamba mu Russia, yomwe ili Pushkin Square. bwino anali malo zidzasintha - pa tsiku loyamba la mpandawo kutsogolo kwa zitseko alimbane anthu 30 000! Sikuti chinachitika m'mbiri ya kukhalapo kwa maukonde. Tsopano pa malire a dziko lathu anamwazikana zambiri odyera ndi njira kutsogolera Kupezeka kwa mabungwe ambiri.

Zosangalatsa za kampaniyo

Mbiri ya "McDonald" anali mwachidule nkhani imene ife m'nkhani ino, ndipo tsopano akhoza nthaŵi mfundo zosangalatsa ndi zachilendo a bungweli izi wodzipereka kwa:

• Monga tanena mu ndiwo malo odyera inaletsedwa ku akazi ntchito. Feminists mwaukali anamenyera ufulu wawo mu 1970 anapambana ndi ufulu kugwira ntchito mu "McDonald ndi". Komabe, mawonekedwe awo si losiyana kwa amuna. Komanso, iwo sankaloledwa ntchito kudzipangitsa ndi kuvala zodzikongoletsera ndi zodzikongoletsera pa anasintha ntchito.
• kukopa dongosolo ana ntchito mwakhama kwambiri, chifukwa ana onse ndikufuna kutenga pafupi maganizo a chisudzo Ronald ndi kutenga chidole kunja nkhomaliro "Odala-Chakudya."
• Kubwera kwa odyera Intaneti ichi, nthawi zonse kunena gawo la mankhwala mukufuna. Ndi kusakhulupirika, mudzakhala kuswa chidutswa kwambiri mbatata kapena koloko madzi. Izi amapulumutsa nthawi ndi anawonjezera ndalama mthumba mwini wake.
• Amagulitsa Ndakhala pansi uchigawenga. Mu mbiri yonse kuli maukonde 13 milandu yotereyi tinachita India, Greece, France ndi maiko ena.
• makampani chakudya nthawi kudzudzulidwa chifukwa cha zopatsa mphamvu ndi harmfulness. Morgan Spurlock zopelekedwa inajambulidwa pansi pa dzina "Super Kukula Ine." Ikutiuza mmene chakudya mwamsanga ndi chokoma kumabweretsa kunenepa ndi chitukuko cha matenda ambiri a ziwalo.
• Yaikulu odyera bungweli mu Europe ndi ku Russia pa Pushkin Square (ichi ndi malo oyamba mu dziko, anatsegula mu 1990).
• kasamalidwe kampani akuchita chirichonse kwa phindu anakula, anthu anali okhutitsidwa ndi kupita ku mpikisano. Posachedwapa, mu mabungwe ndi kwaulere Wi-Fi. Ndi mwayi chomuletsa Intaneti, anthu akukhala yaitali mu cafe, ndipo monga ulamuliro, kuyitanitsa chakudya kwa ndalama zambiri kuposa cholinga.
• The bungwe amagwirizana ndi makampani zazikulu monga Hummer ndi Disney. mgwirizano wawo ndi malonda limodzi ndi mzake.
• Rey Krok asanakumane ndi abale oyambitsa nawo malonda a zikho pulasitiki, anali ndi ang'ono olimba kugulitsa akakhale opanga wake, komanso akuimba limba. Anakwatira katatu. Mu 1974, Kroc anagula umwini wa timu mpira.
• Mmodzi wa antchito, Ray anaitana mwana wake. Mnyamata kudzagwira ntchito monga mtumiki, ndipo anapatsidwa ntchito imene Ray basi sakanakhoza kulephera muzindikire izo. Atamwalira Kroc ndi Fred Turner adzakhala mutu waukulu bungweli.

Raymond Kroc kukwaniritsa maloto ake ndi kukhala miliyoneya, poyamba ali pa dzanja madola 950 okha ndalama. Pofuna kukwaniritsa cholinga chachikulu anafunikira: kumulakalaka kuwina, nzeru zakuthwa ndiponso wozindikira, komanso pang'ono kupereka. Iye anayamba kuyenda kumafano wake chitsanzo chachikulu kwa anthu ambiri. Kupanga bungwe mamiliyoni ambiri amakonda ndi kusankha tsopano kwa dziko, chifukwa likukwaniritsa mfundo zonse za khalidwe! A kukoma kwa Big Mac Sanasinthe chiyambire kukonzekera chake choyamba.