nghiên cứu về nhãn hàng Mcdonalds

HO CHI MINH CITY UNIVERSITY OF TRANSPORT McDONALD’S SUBJECT: MODERN MANNER CLASS: IEC20PL2 STUDENT NAMES: LAM THI HUYNH TRANG TRINH BOI LINH TRAN THI PHUONG NHUNG NGUYEN THE DUONG NGUYEN HUYNH ANH TU INSTRUCTOR: Ms VO THI NGA SUBMISSION DATE: November 9th, 2021 ACKNOWLEDGMENTS We would like to convey our heartfelt appreciation to Ms Vo Thi Nga, also known as the Modern Manners instructor She patiently walked us through the teaching process and shared her knowledge with us This study's theoretical foundation Also, thank you to the following team members: Boi Linh, Phuong Nhung, Huynh Trang, Anh Tu, and The Duong You all worked hard to complete this study as a group Due to a lack of time and competence, my research paper cannot be error-free, therefore I eagerly await feedback from professors and friends so that I may complete useful additions and experience to help our research progress Thank you very much ABSTRACTS The goal of this paper is to examine and research McDonald's fast food restaurant chain's service in five areas: communication for service, specialized skills, hospitality culture, service delivery, and service training For additional factual information to back up the claims made in the article To assure dependability, we used secondary data sources such as the internet and official McDonald's websites with clear illustrations As a result, we draw lessons, experiences, and things that McDonald's has to improve in order to attract more consumers Table of Contents Table of Figures I Introduction McDonald’s around the world Society is developing more and more, people are living faster and faster, so fast food was born to serve this need of people Therefore, over the years, many big fast food brands have been built, one of which cannot be ignored the McDonald's brand McDonald's is known as a fast-food restaurant chain with approximately 38,695 restaurants in 119 countries serving its own branded products to 43 million customers per day This is the largest fast food restaurant chain in the world The company was first founded in 1940 by brothers Richard and Maurice ("Mick & Mack") McDonald The foundation of today's successful business was acquired by the McDonald brothers by Ray Kroc and developed into one of the world's most successful fast-food ventures (https://www.istockphoto.com/vi/bức-ảnh/mcdonalds) Figure Logo of Mcdonald’s McDonald's is a big and famous brand in the world and certainly the representative logo of the brand has been carefully and professionally reviewed to be able to produce a logo that can impress customers Most people after looking at this logo realize that it is the letter "M" that represents the first letter of the company's name But on the McDonald's side, they want to give their customers a different message Before that, in the 1960s, in an effort to rebuild its image, the company came up with many solutions to renew the logo to be perfect, more beautiful and more attractive And they invited Louis Cheskin – a psychologist and a design consultant to help them solve this problem and come up with a logo that is aesthetically and logically sound And almost immediately Louis convinced them to keep their original logo Because, according to him, the letter "M" with a circle on top helps people associate a woman's breasts and makes them feel hungry McDonald’s in Vietnam McDonald's, as well as other fast food companies such as KFC, Starbucks, and are well-known in Vietnam McDonald's is not only known for its wonderful cuisine, but also for its standard chain of Quality and Service, Hygiene, and Value With the purpose of setting a new benchmark for the fast food restaurant business in Vietnam, McDonald's will provide consumers with unique experiences available exclusively at the restaurant chain They are dedicated to providing quick but sanitary and nutritional meals with excellent service Aside from worldfamous items like the Big Mac, Chicken McNuggets, and Egg McMuffin, they also provide pork rice, chicken, beef, and Vietnamese-inspired desserts The American fast food chain opened its first outlet in Vietnam in early February 2014, in Ho Chi Minh City The system comprises 17 restaurants in districts 1, 2, 6, 7, 10, and Go Vap after more than years of operation The location in Hang Khay, Hanoi, is the 17th in Vietnam's McDonald's chain Currently, they have 24 locations nationally, with the majority of them centered in Hanoi (5 stores), Ho Chi Minh City (18 stores), and Binh Duong (1 store) (https://vir.com.vn/mcdonalds-and-burger-king-falling-short-of-ambitions-in-vietnam62752.html) Figure 2.The first mcdonald's store in Viet Nam in Hanoi Contribution of Study  The results of our team analysis provided relevant factors to understand clearly which way the staff of McDonald’s restaurant practice for the appropriate manners in the global  market This research expanded the information on how the Communication for Service, Hospitality culture, also Specialized Skills, Delivery the service and Training for service  affected staff’s modern manners to McDonald’s restaurant This research was to conclude the advantages and disadvantages of McDonald’s restaurant training and working process Then confirm which factors had a positive impact on the staff’s modern manner in the global market, also factors to avoid in the future Objective The objective of this research is to study and analyze Mc Donald's product/service, including communication for service, specialized skills, hospitality culture, service delivery, and service training, for which the employees should practice the proper ways in the worldwide market.In addition, they have training others foreign language and the quality of food that friendly and fun environment, and to be a socially dependable company, and to supply great returns to its shareholders The company points to supply its clients with nourishment of a tall standard, speedy benefit and esteem for cash As a result, picking up involvement to lead yourself and organization for the superior conduct in taking an interest within the benefit industry within the future II McDonald’s service Communication for service  Service attitude of Mcdonald’s staffs McDonald's can make a good first impression on customers thanks to the appearance and service attitude of its staff Many customers like McDonald's because they like the service of the staff here: (https://www.businessinsider.com/mcdonalds-opens-in-vietnam-2014-2) Figure 3.Service attitude of Mcdonald’s staffs • Professional: The first point that surprises you is the professionalism of the service staff at McDonald's This is evident in the way they dress, behave, work and solve problems Why is that? Because every employee here is thoroughly trained in working skills according to McDonald's standard rules Moreover, the professionalism of the service staff is also • reflected in all McDonald's restaurants Courtesy: The polite service style is another plus point for the McDonald's chain Whoever you are, whatever your age, you should always be treated as politely as possible The staff here always have a polite and polite style of speech and behavior but also have their own • unique beauty Friendly: Just walk into any McDonald's store, you will immediately receive a greeting with a happy and friendly smile You will always see beautiful smiles on their lips during work This makes you feel very relaxed and comfortable when dining at McDonald's  Uniform Besides the service attitude of the staff, the outside appearance also plays an important part in making a good impression on customers, a neat and clean appearance of the service staff will help customers have a delicious meal mouth and more pleasant Here are some standard uniform and appearance rules for staff at McDonald's: (https://www.vietnam.com/en/news/article/mcdonald-s-future-in-vietnam-questionable.html) Figure 4.Uniform of Mcdonald’s • Hats or hair bands: To avoid falling into food, receptionists and staff serving drinks or food must wear headbands or caps Since food preparation personnel are the most likely to contaminate food, these items must be prepared This is very important for culinary • professionals Fingernails: Food preparation staff must not wear fingernails or long fingernails unless they are wearing gloves They must be trimmed and kept in good condition so that the edges are • not rough False nails are not allowed on the premises Accesories: Rings, bracelets (including medical bracelets), watches and other jewelry must be removed from the hands of all employees, especially those in the kitchen Restaurants may have a policy of asking for necklaces, earrings, or jewelry under certain circumstances, but • they must also take precautions to avoid infection Gloves: When handling food, use disposable gloves that come in a variety of sizes Before • wearing gloves, employees must wash their hands and change them when soiled or torn Outer clothing: Employees should wear clean clothes and change into restaurant uniforms when they arrive at work Personal belongings should be stored in locked storage or lockers • Chef's aprons or coats should be kept separate from outerwear in different compartments Personal hygiene: Personal hygiene is important Require employees to bathe or shower frequently to avoid skin and hair infections from food contact Hands must be washed before starting work Designated restaurant uniforms need to be laundered daily 10 • When a customer enters the restaurant, you must greet them • To ensure that the customer's order is right, it is best to repeat the order • You are in charge of delivering the customer's entire purchase Money Handling - At the end of your shift, you are responsible for putting your cash profits in the safe You should learn how to correctly deposit and leave $100 on the register throughout training Cleaning up the lobby- You will be requested to check the lobby throughout the day This translates to: • Vacuuming (if necessary) • scrubbing the tables • Returning filthy trays to the rear of the kitchen • Light Vacuuming (if necessary) • Checking the garbage cans (and changing the bag if they're full) • You are responsible for providing the whole lobby and bathrooms a thorough clean at the conclusion of your shift You are also in charge of refilling all of the front-of-house cups, condiments, lits, and other items  Managerial Responsibilities Organizing Crew Members- It is your obligation to ensure that the restaurant has a sufficient number of employees to function If you will be without any employees, you must make arrangements You will struggle throughout the day, especially during peak hours, if you not recruit substitutes or reassign your personnel You are supposed to assign personnel to places 25 where you know they will perform well (for example, you know one employee is quick and good at recalling orders, thus he/she should be sent to the second Drive-Thru Window) Customer Complaints- Training should include instruction on how to properly document a customer complaint When a consumer wishes to make a complaint, your teammates should know how to handle it and tell you Money Managing-You are also in charge of ensuring that your teammates make accurate deposits If you're the store's closing manager, make sure the day's revenues are totaled and placed in the safe The training should provide you a basic understanding of how to use the computer system at your restaurant to record the day's revenues  The values of McDonald's McDonald’s core values comprise “we place the customer experience at the core of all we do, we are committed to our people, we believe in the McDonald’s system, we operate our business ethically, we give back to our communities, we grow our business profitably, and we strive continually to improve.” The core values create a perfect growth culture for the company Due to the ever-changing business landscape, with their core, McDonald’s always changes little by little to fit the current situation to ensure the business is always abreast of the changes in the sector Due to this meticulousness in its strategies, McDonald’s has managed to stay at the top ever since it was founded by McDonald, Maurice, and Richard, in 1955  Protect the health and safety of employees and the community At the height of the COVID-19 pandemic, all McDonald’s Vietnam restaurants have to close in order to ensure the health and safety of employees and the community In all McDonald's restaurants in the United States and Vietnam, over 50 process adjustments were implemented, ranging from increased cleaning and sanitization frequency to at least hourly handwashing procedures for all staff McDonald's restaurants all around the globe have implemented major steps and procedures in accordance with local health and safety requirements, including contactless operations and the provision of protective equipment like gloves, face coverings, and barriers Throughout the epidemic, McDonald's made every effort to ensure the safety of its customers and employees McDonald's is committed to keeping its 26 employees and customers as safe as possible and has improved more than 50 safety processes in its restaurants in the previous year  Provides Job Satisfaction: McDonald's has a culture of recognizing and rewarding all employee accomplishments McDonald's invests in its staff because they feel that a positive customer attitude embodied is the key to the company's success They said “Those people are motivated by the training and development opportunities we offer, which is one of the reasons we invest more than $40 million on training annually.”, by that McDonald's may focus on discovering the capabilities of crew members by leveraging the strengths of its recognition and training programs They can identify the strengths of members, from that, they can grow their employees, grow the company and satisfy their customers Motivation is a key focus within the organisation Every month, all staff in the top 10% of restaurants, as determined by mystery shopper scores, earn a 50p incentive for every hour worked in the previous two weeks Restaurant managers can also earn a quarterly incentive based on three equally weighted metrics: mystery shopper scores, sales growth, and profitability This compensation approach is linked with corporate goals, and it has been instrumental in the company achieving 36 consecutive quarters of comparable sales growth, including a 4% gain in 2014 Problems  Packaging food Most of McDonald’s clients show up to be drive-through and they have done a parcel to extend the effectiveness of this encounter (twofold drive-through, pay and pick-up windows, and hold up stopping for longer orders so as not to back up the line) And because some of the clients usually eat on their own car so improved packaging this food for that purpose will also enhance the experience of customers  Staff attitude Some of the employees at Mcdonald’s company or at some other fast food restaurant is about their employee attitude towards their customer likes: the staff being rude to their guest, they are not being serious at their job and how unfriendly the staff are So we need that to be fix 27 it and train the staff to put more of their effort in their job because it can cause a bad exprerience on their customers  The delivery service Sometimes the problems happen between the staff and customers make them really uncomfortable Because Mcdonald’s has Ubereats as their delivery systems that sometimes the staff at Ubereats have a bad attitude with their customers that make them unhappy about it So we need to improved staff quality and the delivery system and try not to make this mistakes again In Viet Nam (Hải Vy, 2020) Vietnamese cuisine is speedier than fast food from McDonald's Although there is no such thing as "fast food" in Vietnam, all dishes are served quickly  Customers have lots of quick dinner alternatives, whether it's or banh mi The seller, Pho, just needs a few seconds to get ready to serve clients It barely takes a minute for the merchant to cut the bread and add the contents into the cake before delivering it to the consumer As a result, in the Vietnamese market, the most distinctive aspect in McDonald's marketing plan - Quick has "no more land to employ martial arts." McDonald’s applies the same price in all countries A Big Mac now costs around 65,000 VND in Vietnam (2.82) This is a reasonable cost of living in the West However, given Vietnam's high level of spending, this price is prohibitively high and unsuitable for daily usage According to Numeo, a dinner in Vietnam costs roughly 50,000 VND ($2.16) on average, but a meal at McDonald's may cost up to 100,000 VND ($4.32) on average Customers' dissatisfaction with McDonald's has grown as a result of having to spend twice for a burger, a soft drink, and a few fries Despite the fact that McDonald's offers a few Vietnamese-inspired options, such as chicken rice and broken rice, not all Vietnamese diners can afford to become regular customers Local eateries are in a fierce battle According to 2018 figures, there are around 540,000 food service providers in the United States, including approximately 430,000 local businesses In Vietnam, eating on the street has become a way of life Food of various types is available everywhere, both on the sidewalks and on riverboats McDonald's, on the other hand, focuses on burgers and beverages Outside of McDonald's, Vietnamese consumers have clearly cheaper, tastier, and more consistent choices Recommendation for Mc Donald’s  Enhancing the operating system Manager 28 The most important factor in McDonald's success is managers who are willing to go above and beyond to follow procedures and implement policies that ensure employees follow procedures, not to mention the riding crew and other managers' asses in terms of training and following up on procedures all of the time It's a big duty for a manager who wants to their best every day, because most of the people around you probably don't want to their best every day In every McDonald's, the bulk of the crew and supervisors are just regular workers eager to finish their shift and get out as soon as possible So, if we're "that manager" who wants the best for our shop, our team, and ourself, we'll face numerous challenges—but they'll all be people Production Crew Explain the importance of following Food Safety protocols to the production crew How would they feel if their child/loved one/spouse/parent went into the shop on a day when Food Safety protocols weren't followed, got E coli, and had to go on dialysis for the rest of their lives if they survived? The cuisine here is so safe for consumers that many individuals grow hooked to it Service Crew The employees are questioned about a time when they had terrible customer service and how they felt Request that they detail the entire situation Help them understand that when they aren't smiling, friendly, and provide an immediate welcome and rapid, correct service, they are making someone else feel the same way they did when they had a bad customer service experience Such training is provided at headquarters for one week and in a local McDonald's restaurant for 12-24 months  Rewards outstanding individuals One of the most prevalent causes for your workers being bored at work is because they are not appreciated for their achievements Naturally, this has an impact on work performance Don't be afraid to compliment your staff if they've done a good job You might try rewarding employees with incentives such as "Employee of the Month." A bonus, a modest gift, or an extra day off may be a satisfying reward for hard work, fostering a good attitude and loyal service 29 Inform your staff about these incentives so that they may fight to accomplish better as a team and know that their efforts are appreciated For example, we can offer them: • • • Right for employees Competitive salary Participation in accident insurance 24 hours a day, seven days a week after three months • • of employment Clear and open career path to become a Restaurant Manager Working in a dynamic environment, assisting employees in developing communication,  problem-solving, and work management skills Improving customer satisfaction based on their feedbacks Feedbacks are our helper to help us develop more and gain more potential customers McDonald's need to continue on expanding efforts to collect more and better data on customer input and satisfaction in order to enhance overall operation The firm tracks consumer happiness via several platforms, including Facebook, Zalo, and customer satisfaction surveys, at both the national and franchise levels The data is then synchronized, giving them a comprehensive view of the client journey McDonald's is better positioned with this information to identify important points of engagement and fix problems that create consumer friction in real time 30 (https://www.rcrc-resilience-southeastasia.org/document/feedback-form-vietnamese-and-english-communityengagement/) Figure 12.Feedback form  Marketing improvement: By advertising a lot of different type of food and a lot of different combo in the menu and they have success on spreading out for people around the world know about their brand and food Having new healthy food for vegan and vegetarian And because children are a potential customer to their work so they having a lot of new food on focus mainly for children And they also have some of their toy and a lot of things that can help their company’s revenue goes up • Other advice Mc Donald’s should: Continue to use a strategy that satisfies their Vietnamese employees with a benefits • package that energizes, attracts Promote its Vietnam site constantly This includes motivating employees to work for the  brand, spearheading environmental initiatives, and improving customer health 31 • Do a thorough market analysis of competitor store locations in Vietnam, as well as demographic data, to assist management in identifying market gaps and increasing • profitability and overall efficiency Continue to provide high-quality food at a fair price Consumer preferences shift on a regular basis, and McDonald's must adjust by providing a diverse menu Ways to lead ourselves and the organization for better manners in the future Remember to say “Good Morning” and “Goodbye” Say hello and smile When we come across someone, say hello "Good morning," say in  the morning Say "Goodbye" or "Goodnight" as well as you depart  Appearance We should wear appropriate attire at work and remember to keep appropriate hygiene at all times For men, facial hair should be shaved or well-groomed At all times, clothing should be neat and pressed Women should avoid wearing makeup that stands out in a distracting way Hair has to be kept in good shape  When requesting anything, say "please" and "thank you." Begin by saying "please" whenever we make a request or need to ask for something It won't come off as if we're expecting the other person to things for us When someone completes the work we've asked them to perform, say "thank you" so the other person knows we appreciate what they've done For example: • "Could you just pass me that book?" we would ask "Thank you," say when they deliver • you the book When someone assists us in a minor way, such as ringing up our purchases at a store or •  taking our order at a restaurant, say "thank you." To remain courteous, if someone says "thank you," react with "you're welcome." When we meet someone for the first time, introduce ourselves by name If we're meeting up with someone we've never met before, introduce ourself by name and inquire about their name When they state their name, repeat it to ourself so that we can remember it afterwards Offer our hand for a handshake and maintain a solid grasp without injuring the other person • For instance, we may say, "Hello, my name is James." “How about you? What's yours?” 32 • When it comes to introductions, various cultures and nations have distinct etiquette, so be • sure we know what to expect where you are If we're with someone else and we run into someone you know, make an effort to introduce them if they haven't met before "Hello John, this is Melissa," you may say "This is John, Melissa."  Allow others to speak without interrupting them Make eye contact with the person who is speaking and pay attention to what they are saying so we can continue the discussion We'll come out as disrespectful if we try to talk over them or cut them off When the other person has finished speaking, answer to what they just said to show that we were paying attention to what they were saying If we and another person begin speaking at the same moment, pause and invite them to continue to demonstrate that we are interested in what they have to say  Make an effort to avoid using foul words In appropriate language might come appear as impolite, particularly when used in public While conversing with others, make every effort to keep swear words out of our vocabulary Rather than speaking the term, attempt to come up with an alternative or just pause in the middle of a discussion to gather our thoughts and plan out what we'll say We might, for example, substitute the terms "dang" or "darn" for harsher swear words In substitute of negative words, we could discover more descriptive adjectives For example, rather of stating something was "f***ing terrific," we might say it was "awesome."  Demonstrate that we are respectful and kind, offer to assist others If we notice someone who appears to be in need, see if there is anything we can to assist them Take the time to help the other person if the request is acceptable and we can accomplish it quickly This might be anything as basic as holding a door for someone or assisting someone with a heavy object For instance, we may approach the individual and ask, "Would you like some assistance carrying that?" 33 We may not always need to seek for assistance We can, for example, hold a door open for someone approaching from behind or give your bus seat to someone who needs to sit down  Respect the personal space of others People dislike being touched when they are not expecting it, and it might make them feel uneasy Be conscious of how near we're standing or sitting to other people, and observe their facial expressions and body language to see how they react If they don't appear to be at ease in our presence, give them more space and apologize to them If we run into someone by mistake, say something like "Excuse me, I'm sorry."  Congratulate people on their achievements in sportsmanship Being a good sport demonstrates respect and the ability to recognize someone's accomplishments If one of our pals wins something or receives a promotion, congratulate them and say something like "Congratulations!" or "That's fantastic!" so they know we care Don't make it about us if someone else succeeds If someone wins a game against us, don't say things like, "It's just because I made some awful plays." Instead, say something along the lines of, "You did a fantastic job." You devised an excellent plan."  Avoid bringing up other people's intrinsic characteristics, such as gender, physical appearance, or something similar Overemphasizing these characteristics might make someone feel as though we don't regard them as an individual, but rather as a type or a part of a group Even if we don't mean it that way, it might come out as dismissive or arrogant Instead of asking where someone is from because their face is different from ours, express interest in their life and personality by inquiring about their work, hobbies, or other related topics Instead of admiring the appearance of someone we don't know, commend their clothing choices IV Conclusion In conclusion, with today's high rate of urbanization, individuals are increasingly preoccupied with their daily lives, and fast food is an effective time-saving alternative At the same time, it appeals to the mentality of young people who like western and professional styles 34 Mcdonald's has grown its network across the country, focusing on large cities with easy access and dense populations, such as supermarkets and industrial parks McDonald's distribution system is mainly expanded through franchising Bring in lots of good practices and affirm your brand values McDonald's can generate a favorable first impression on consumers owing to the look and service attitude of its employees in terms of communication for service McDonald's requires a wide range of professional talents from its staff, including customer attention, efficient communication, solid interpersonal skills, endurance, problem-solving mindset, and understanding of sanitary standards With regard to hospitality culture, listening to music while eating a hamburger, using the drive-thru, and celebrating birthdays are all important aspects of the McDonald's experience With Mc Donald's and other meal delivery applications, the corporation has no trouble serving the expectations of customers all across the world, and especially in Vietnam In relation to service training, Mc Donald's employees are well-trained either in the department or online across a variety of platforms While there are many concerns and obstacles, especially during the Covid 19 pandemic, they have ways to safeguard the lives of employees so that they may accomplish their best We have recommendations for Mc.Donald’s to improve its service as well as products.Thanks to this report,we have broadened our knowledge and learnt many essential skills as well as some ways to have better manners, to become more professional not in daily life but also in the workplace This report is completed on the basis of academic observations and some material we have gathered from the internet However, there are still shortcomings due to not fully assessing the restaurant's activities and due to limited capacity We look forward to receiving the guidance, evaluation and correction of Ms Vo Thi Nga for the group's article to be published Finally, we would like to express our sincerest and deepest thanks to Ms Vo Thi Nga for guiding and guiding us from the time we studied to the completion of this report 35 V References Công nghệ, B (2021) Self Order xu hướng tự phục vụ ngành cafe, nhà hàng Retrieved November 2021, from https://fabi.vn/self-order/ Crawford, R (2015) McDonald's Restaurants puts motivation and reward at heart of business strategy - Employee Benefits Retrieved November 2021, from https://employeebenefits.co.uk/issues/june-2015/mcdonalds-restaurants-puts-motivation-andreward-at-heart-of-business-strategy/ Dịch vụ - McDonald's™ Vietnam Retrieved November 2021, from https://mcdonalds.vn/timhieu/dich-vu-5.html Duffy, C (2019) McDonald bắt đầu chương trình đào tạo cơng nhân sau trích vấn đề an tồn nơi làm việc - Góc học tập - Khoa Quản trị kinh doanh - Đại học Duy Tân 36 Retrieved November 2021, from https://kqtkd.duytan.edu.vn/Home/ArticleDetail/vn/88/4645/mcdonald-bat-dau-chuong-trinhdao-tao-cong-nhan-moi-sau-nhung-chi-trich-ve-cac-van-de-an-toan-tai-noi-lam-viec Giới thiệu - McDonald's™ Vietnam Retrieved November 2021, from https://mcdonalds.vn/gioi-thieu-mcdonalds McDonald ứng dụng Elearning doanh nghiệp họ nào? - OES - CÔNG TY CỔ PHẦN DỊCH VỤ ĐÀO TẠO TRỰC TUYẾN Retrieved November 2021, from https://oes.vn/mcdonald-da-ung-dung-elearning-trong-doanh-nghiep-nhu-the-nao/ Nam, T (2021) Mcdonald - Danh Sách Cửa Hàng Mcdonald Trên Toàn Quốc 2021 Retrieved November 2021, from https://top10vietnam.vn/danh-sach-cua-hang-mcdonald-tren-toan- quoc/#5_Danh_sach_cua_hang_Mcdonald_tren_toan_quoc_2021 News, V (2013) McDonald’s đào tạo tài nào? 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