Top 5 Things Your Restaurant can Learn from McDonald’s
It’s no secret, chain restaurants are ultra successful business models. They work. They work extremely well. Have you ever asked why?
Look, we are not promoting large corporate chains. We love local restaurants and bars! Helping every local restaurant in this country is our goal. That doesn’t mean we can’t analyze chain restaurants and learn from them.
In 1955, Ray Kroc started a little chain hamburger joint called McDonald’s…maybe you heard of them? McDonald’s was an instant classic. You can read their story here.
The success of McDonald’s did not happen overnight. Two brothers wanted to streamline their small hamburger stand for efficiency. They started drawing out the flow of their kitchen on a tennis court. Everything was strategically placed to maximize efficiency and consistency. Then they took it a step farther. They developed an in-depth how-to manual that someone in high school could follow. Viola, fast food is born!
Here are 5 strategies independent restaurants can learn from McDonald’s:
You MUST Plan Operations
What is the major success behind McDonald’s?
Operations…
Every chain and fast food restaurant has copied this pattern: Build an in-depth infrastructure that is highly efficient and consistent. Independent restaurants rarely take the time to develop a solid manual. You need to develop charts, manuals, and how-to pictures for the staff. These should be set as “guidelines” for your staff to follow. Post these charts directly in the kitchen for quick reference.
I know it sounds like a ton of work, and I am not suggesting you run a Nazi Regime. In the end, you are still running a business. Imagine how streamlined your business will run. Fast food adopted these strategies to pump out a consistent product. Your independent restaurant can enjoy the same success if you take the time.
Consistency is Key!
Why do millions of people go to McDonald’s everyday? Two reasons:
- You know what your getting
- The price is right
People visit McDonalds everyday based on expectations. Do they think the food is amazing? Not likely…but they expect it to taste the same every time. This level of expectation keeps people coming back.
Chain restaurants like Ruby Tuesday, Applebees, or Friday’s post in their kitchen how-to photos of entrees directly on the line for cooks. When your kitchen is slammed, it is much easier to look at a picture and duplicate it. Chef Gordon Ramsey also uses this method on the show Kitchen Nightmares. Take the time to develop how-to photos and post them on your line. The more consistent your product, the more customers will consistently come back.
Show me the Money!
McDonalds offers an extremely affordable dollar menu. Guess what, you’re not McDonalds. That doesn’t mean you cannot offer affordable alternatives.
The NRA listed local foods as the hottest trend in 2010. Organics and healthy choices are also predicted to be big this upcoming year. Take advantage, offer a reasonable lunch menu and emphasize your local support. Most people will pay the extra dollar for something local and amazing. You don’t have to offer a dollar menu, but a limited lunch menu for $6.99 is right on target.
Are you an Owner, or Employee?
When Ray Kroc evolved the McDonald’s Brother’s Operations into a nationwide franchise, he never looked back. The operations manuals were set in place. McDonald’s could teach a monkey to sell hamburgers, and people will buy them.
A big problem with owners is they still take on the responsibility of an employee. They want to oversee the kitchen everyday. They are constantly monitoring the floor. Are you an owner, or an employee?
With solid operations and guidelines set in place, your manager can handle daily work. I understand not all restaurants are big enough or even set goals like this. But if your goal is to open multiple restaurants and expand, than you must act like a CEO.
By setting a solid system and letting managers handle the daily work, you are free to focus on expansion. Things like marketing, financial duties, and business opportunities. This is the only way your business will grow. Put the trust into your plan, and focus on expansion. It was certainly a profitable model for Ray Kroc.
Do you Realize Curbside Potential?
It’s no secret, I used to work at a Ruby Tuesday’s. They do a curbside to-go service, it’s basically carryout without the McDonald’s drive-thru window. The customer orders ahead, drives up, and their food is brought to them. This accounted for probably 25-35% of our business. Do you realize how much business opportunity is there?
Designate one server as your curbside server. They will take all phone orders and ring them in. This also puts them in charge of gathering utensils, napkins, and food. Have them run it out to cars as they pull up to your restaurant. Most servers won’t mind doing this because people generally tip for curbside. Promote your curbside menu across all social media platforms.
McDonald’s has drive-thru and Ruby Tuesday has curbside. The goal is to move more products. Learn from these chains and start promoting a curbside service.
What do you guys think? Can independent restaurants learn from McDonald’s? Leave your comments below!
Tags: curbside, marketing, McDonalds, operations, restaurant
This is interesting and really true! I’ve worked at two restaurants (both franchises of the same chain). One owner seemed to really follow rules about operations, consistency and being an owner. The other didn’t. One of those is in big financial trouble right now, and one isn’t. Guess it pays to look at McDonald’s as an example.
I think daily operations is SEVERELY overlooked with independent restaurants…you need a plan, and manuals are just the start. Thanks for the comment Bookworm:)
Macs knows how to make money.
You mention consitency, that’s very true. It’s amazing how much quality control testing they go through when making a new sandwich.
Consistency is key…who wants to visit a restaurant that’s hit or miss?
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