Secrets of McDonald's. McDonald's Marketing

Today, the fast food chain McDonald's is perhaps the most recognizable in the world, as thousands of these establishments work in dozens of countries. The company developed its own corporate style of serving food, which was to the liking of millions of visitors. Many of us like to come here after work or on weekends to communicate with friends or with family.

But few people know that there are real secrets of "McDonald's", which only employees know about. In this article, we will try to disclose them. Believe me, after reading this information, you will change your opinion about this chain of restaurants forever. So, we describe 20 secrets of "McDonald's", about which you did not even guess.

His "Bible"

We did not realize that the corporate culture in the familiar "Macs" is so strong that they even introduced their "Bible." Of course, it does not speak about any religious beliefs, but only gives detailed instructions on how personnel should act in certain situations. The size of such an instruction is not quite usual for us - it's about 750 pages of text, which literally paints every action of an employee. It deals with, in particular, cashiers, cooks in the kitchen, cleaners and so on.

The fast and well-established operating mode of McDonald's requires that there is such a set of rules. As a result, each employee works as a cog in one big machine, which is what the restaurant managers are trying to achieve.

Again, the presence of step-by-step rules makes it possible not to think about how to get out of this or that situation - it's enough just to turn to the document.

Artificial scent and taste of products

In order to extend the shelf life of ingredients that are added to the same cheeseburgers (and not only), they are supplied to McDonald's in a frozen condition. Only in the process of cooking, onions, potatoes, cucumbers and tomatoes warm up, which leads to their transition to a normal state (what we eat them). True, few people think about the fact that frozen vegetables, after unfrozen them, lose their smells and tastes. How do you think, how do they deceive customers in such a way that they do not feel it? After all, you will agree, if the food is tasteless - no one would take it.

The output is obvious - the addition of artificial colors and flavors. With the right ratio and properly chosen cooking technology, even thawed potatoes have an incredibly seductive smell, which we feel, ordering ourselves something here. In addition, the aroma of food, felt directly in the trading room, is also created artificially. Or do you think that the food from "McDonald's" smells so much that its smell remains even in the halls?

Order and cleanliness

The management of the restaurant chain pays much attention to cleanliness. If you look at the staff of the establishment, you can notice that the cleaners are washing the floor almost constantly. Although, if you think logically, the sense of driving with a rag while behind it immediately pass with a dozen visitors, a little.

In fact, such "preventive" cleaning is carried out so often in order to give the client to understand: everything is perfectly clean here, we are following this. Perhaps this is not such a secret of "McDonald's", but for sure, before you did not even think about it.

Another thing is when someone drops drinks or food on the floor. Then the cleaner comes instantly and liquidates the consequences of the incident.

By the way, if you lose your food in this way (dropped "Coke", for example), do not worry - the seller is obliged to give you a new portion. So do not hesitate to ask if this happened next to the cash register.

In general, as you understand, the operating mode of "McDonald's" assumes the duty of the staff to regularly carry out the procedures for cleaning the premises. You, for example, before you sit down at the table, you can ask to wait until it is wiped.

Freshness of sandwiches

Since the place of work of the domestic McDonald's network - Russia (despite the fact that the company is from the US), there are nuances with the freshness of cheeseburgers and other sandwiches. In particular, very few people know that the period of life (that is, the period during which it is recommended to use the product) of hamburgers, "chizov" and others is only 20 minutes. Those products that go beyond this period have to be thrown away.

However, some managers manipulate the time, changing the timers (by extending them).

Let's hope that such secrets of "McDonald's" are not so common in our country, and this is just a myth, but nevertheless. The advice that former network employees give is to ask for a "non-standard" burger, which for sure will be absent at the moment. Then in the kitchen will be forced to do for you a new portion, which will surely be fresh. To do this, ask for a cheeseburger (for example) without cucumber, onion or ketchup. Believe me, in general, the taste of it will change little - but there will be a guarantee that it has just been collected for you.

The force of habit

Did you know that the taste of the products in McDonald's does not change specifically in order to stimulate the visitor to come back again? This secret is based on the strength of habit. The first "McDonald's" in the 1970s offered customers the same cheeseburgers, big bags and "diners", as it is today. Moreover - the taste of all these dishes is the same all over the world, regardless of where the products are made for their preparation. For this reason, we all know the taste of potatoes, cheeseburger, salad and other. Even sauces in "McDonald's" - and they have similar recipes for years.

Uncomfortable furniture

The fact that such uncomfortable furniture is used in "McDonald's", you probably did not notice. But take a closer look - and it really is. Tables and chairs, sofas - all done in such a style that it will be difficult to sit on them for a long time. In addition, in the premises of the "Maka", as you can see, there is always little space. This is not about landing positions (which, by the way, as a rule, suffice), no. This refers to the space for passage through the hall - it's really small. And when someone passes by, it often happens too close to sitting.

If you believe in the secrets of "McDonald's", then it is done specifically to reduce the time of finding a person in a restaurant. To such measures, administrators resorted to the reason that many visitors come to the hall, buy a small "potato", and sit for several hours, enjoying free Wi-Fi.

Cold drinks

Did you notice that cold drinks ("Kola", "Sprite", "Fanta", juices) cost 1.5-2 times cheaper than coffee or tea? Do you think it's all about value? Not really - at least look, how much is the same "Cola" in the store for coffee and tea in small cafes "on the go." In fact, it is even the other way around. So why in "Mac" is it so?

There is a theory according to which, man's appetite allows playing a cold drink, whereas after a hot drink, on the contrary, the feeling of hunger disappears. The owners of the restaurant set prices for "Cola" below so that, after buying it, the customer also wanted to buy a cheeseburger or a potato in the future.

Refusal of "not"

The secrets of "McDonald's" from a former employee, which are periodically published in the media, is another rule - you did not know about it. This is a prohibition to say "no." Even in questions from the cashier you will not hear this particle, which on the psychological level inclines a person to refusal. You will be more likely to be asked: "Do you want a sauce for potatoes?" And not "Do you want a sauce?". Trifle, but also probably plays a significant role.

Always "more"

Many dishes and drinks in the chain of fast food restaurants, which we discuss, are served in different portions. Of course, the client can order any of them, but often does not specify exactly what he wants. At the same time, the cashier does not ask, but silently accepts the order. What portion is brought to the client?

That's right, the one that's bigger. First, it brings more benefits to the restaurant, and secondly, it saves time in the queue. If the cashier asked the buyer, and he also thought about his choice, the sale process would be delayed for an extra minute. Therefore, those who do not specify always receive more.

Girls-cashiers and uniforms

Little known fact, but before the 70-ies in the network, "McDonald's" worked alone guys. And now in "McDonald's" Russia (as, indeed, the whole world) for the counter lets the representatives of both sexes. Why is that?

The company noticed that the girls behind the counter often lead to the delay of the queue for a simple reason - they are starting to flirt with male clients. Especially this applies to pretty girls who attract more visitors, which means they hamper the selling process even more. How to be in this situation?

First, you can not refuse to hire women. It would cause a lot of protests and it would be qualified as discrimination. Therefore, it is necessary to hire girls, this is inevitable. Secondly, you can hire less handsome employees or make them so. There is a theory that work in "McDonald's" is given to less attractive girls, but it is difficult to believe in it, because the concept of beauty is purely subjective, and you can still meet beautiful cashiers in the "Makov" network. Therefore, obviously, to combat delays in the queues allows uniforms. Pay attention - it is specially made in such a way as to hide the figure of its owner and make the latter less attractive. The same applies to men - their form of "McDonald's" also clearly does not put in a better light. Due to this, sales are accelerated here.

Location in crowded places

Perhaps it's not quite a secret again - but all the McDonald's are arranged in such a way that they can not be passed by. Note: each restaurant is located on the most crowded intersections and boulevards, where potential visitors come from work or from the university, school and so on. The more active the place - the more chances that the next "Mac" will be opened here.

Joy for children

Very often parents do not want to go to McDonald's, but they are brought here by the children. Yes, the guys do not realize the harm from such food, and they like it here - of course, without solicitation and tears can not do. And in order to encourage children to ask their parents to visit the "Mac", the owners of the network hold special events and activities for young visitors. For example, it is the organization of various holidays in honor of the birthday; Distribution of toys in a special children's menu; Balls to each visitor aged 6 years with the logo "McDonald's". All this allows us to assert that here they are trying in every way to give joy to children in all available ways.

Food Change

We have already mentioned that if you spilled or dropped something near the cash register, you are required to return the portion. The same goes for one more case - if in a sandwich you were found some hair or something else that does not belong to a prescription product. Some people use this to eat a portion and get a new portion for free.

Average potatoes

Another item from our 20 secrets "McDonald's", which refers to potatoes - is a serving. We all know (and in the menu it is indicated) that there are three different portions of French fries - small, medium and large. But visitors do not realize that the amount of potatoes in the large and medium portions is the same, the difference is only in the cost and packaging. Just an envelope, which is given with a large portion, respectively, larger.

Ice cream "Horn"

The most affordable (and such tasty) ice cream "Horn", if you noticed, is always offered with a void on the bottom. It turns out somewhat illogical placement of the ice cream itself in relation to the glass - it looks great from above, but the bottom part of the wafer cup is empty. This is done, of course, to visually increase the entire product. And pour the mixture to the very bottom of the staff can not - the machines are designed in this way, and there is a ban on filling the void in the glass. Thus, the restaurant saves a lot.

Additional questions and free glasses

Are you also annoyed by the questions that the cashier asks each time after your order? In particular, you specify - do not want to try a pie or muffin? In order to refuse, you can add the phrase "all" in advance at the end of your order. And then the cashier will not ask unnecessary questions and, thus, spend your extra time.

In each "McDonald's" you can give free cups. This can be used, say, to come here with your drink and just sit in a company of friends without ordering anything. Remember that you will not be allowed to come here with alcohol!

Last visitor

We all know that "Poppies" work until the last visitor. At the same time for the last half an hour before the finish, the doors of the restaurants close at the entrance. Thus, no one will stop - but the last guests will be able to charge their portions.

This, of course, does not apply to those establishments that ceased to conduct their activities under the decision of Rospotrebnadzor in the summer of 2014. In general, the closed "McDonald's" became a symbol of the government's struggle against American business in Russia - and, of course, such measures did not give a real effect, as Russian entrepreneurs suffered.

Riddle of Sauces

There is a myth about the fact that additives are added to McDonald's sauces, which are addictive. It is for this reason that they are supposedly so delicious.

In fact, there is something secret about them, because even many employees do not know what they are made of. Therefore, if you do not want to risk your health, we recommend not to buy them. Is that, maybe, occasionally you can take for a sample, but get carried away, obviously, not worth it. To explain why they are so delicious is really difficult. But even a long work in McDonald's will not give you a guarantee that you will find out what is included in their composition.

Calories

Given the technology of cooking food in McDonald's, you can confidently assert that all food here is more caloric than home. At least one menu, consisting of a small sandwich, potatoes and cola, will bring your body more than 60% of the daily calorie rate! At the same time, you will not feel hungry after it, not later than after a simple meal. It turns out that you want to eat more, but in fact you are consuming more.