Overview of Teaching Plan : In this lesson, students (Ss) will have the chance to reflect on the history of McDonald's and the secrets of its success as a fast food giant, together with the success of McDonald's counterpart----KFC. Later on, Ss have time to take on a group project about how to reestablish the company image of a typical Chinese quick service restaurant----Zhang Ding Ji.
Objectives :
Students will:
• Reflect on the brief history of McDonald's and the secrets of its success as a world famous fast food giant.
• Explore what KFC and McDonald's have in common in their process of business expansion.
• Take on a project and work out how to revitalize a Typical Chinese quick service restaurant.
Resources/Materials:
Classroom board
Copies of Mix and Match (Appendix 1)
Copies of More information on QSCV (Appendix 2) (This has been handed out to Ss and discussed in previous lesson)
Copies of Check out KFC (Appendix 3) (This has been handed out to Ss and discussed in previous lesson)
Activities / Procedures :
1. Ss Daily Presentation (5 mins)
(This is a common practice for Ss. The topic of it may not have connection with what will be dealt with in the lesson. The main purpose is to allow Ss to give a public presentation, which may be a common occurrence in their future career. )
• Lead in (7 mins)
Procedure |
Aim |
• Mix and Match Ss will be given pieces of paper on which some major events of McDonald's are written. Ss are required to discuss in groups and arrange them in the right order according to McDonald's development.
Representatives will report to the class the brief history of McDonald's with the aid of the paper. |
Ss can have an opportunity to know more clearly about the history of McDonald's, which involves many challenges and opportunities. In this procedure, Ss' speaking ability is enhanced. T will focus more on Ss' mastery of Tenses and Voices. |
3. Collecting ideas (7 mins)
Procedure |
Aim |
• Ss are required to reflect on KFC's efforts in establishing the business and those of McDonald's. Do they have anything similar.
(In this stage, T will lead Ss, by eliciting ideas about the endeavors the two fast food restaurants have been making, company logo, motto, ethos, training programs, advertising campaigns for example )
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In this procedure, Ss will have chance to reflect on what they have been discussing in the previous lesson about the success of McDonald's and KFC with the help of the handouts.
This serves as a preparation stage for the project afterwards, by means of which Ss will have a clearer idea on how to carry out the project. |
4. Work on a project (19 mins)
Procedure |
Aim |
1. By recognizing foreign fast food companies' secrets of success, Ss become aware of what Chinese fast food restaurants lack. Next, Ss will be assigned a project: Zhang Ding Ji, a fast food restaurant specializing in chicken, will sell its business and Ss take the business over. Ss will discuss how to take necessary measures to revitalize the traditional business with reference to the secrets of KFC and McDonald's.
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This is an extension activity, through which Ss have chance to apply what they have learned from foreign companies to their local business.
Some novel ideas may come up from Ss, which are quite welcome. T still will point out their mistakes in choice of word and expressions. |
5. Wrap-up (2 mins)
• Pay great attention to detail.
• Take advantage of others' good qualities and try to apply them to our own situation.
Evaluation:
Ss will be evaluated on their performance in the activity Mix and Match and also on how they contribute to the group project.
Appendix 1
Mix and Match
Match the year with the event that took place.
1948
1954
1955
1956
1959
1961
1974
1975
1990
2000 |
The 100 th McDonald's was opened.
More than 3000 McDonald's have been set up.
Ray Kroc sold 8 milk shake machines to one restaurant.
Mac and Dick started “McDonald's Hamburgers”
The largest-ever restaurant in Moscow was established.
The First McDonald's was opened in Chicago.
McDonald's had over 27,000 outlets around the world.
Kroc adopted the motto “QSC&V”.
Kroc bought all rights to McDonald's and paid $2.7 million to the brothers.
McDonald's made its appearance in Hongkong.
|
Appendix 2
QSC&V
McDonald's Philosophy
When asked to explain McDonald's success, founder Ray Kroc used to say, “We take the hamburger business more seriously than anyone else.”
Kroc was a perfectionist. From the day he opened the first restaurant, he vowed to give his customers high quality products, served quickly –and a smile, in a clean and pleasant environment, and all at a fair price. Quality, Service, Cleanliness and Value (QSC&V) became the philosophy that drove McDonald's business – from one restaurant in 1955 to around 30,000 restaurants in about 120 countries. This philosophy also guides McDonald's India.
Quality
McDonald's serves only the highest quality products. The attention to food quality started long before the first restaurant opened. McDonald's has established close relationships with local suppliers who provide McDonald's with the highest quality, freshest ingredients to make its products.
McDonald's has established an extensive “cold chain” distribution system to ensure that the products that arrive at the restaurant from suppliers are absolutely fresh.
Service
McDonald's provides fast, friendly service – the hallmark of McDonald's, which sets its restaurants apart from others. At McDonald's, the customer comes first. Every employee strives to provide 100 percent customer satisfaction – for every customer – every visit. This includes fast, friendly and attentive service, accuracy in order taking and filling, and anticipation of customer's needs.
Cleanliness
McDonald's restaurants provide a clean, comfortable environment especially suited for families. McDonald's cleaning standards ensure that all tables, seating, highchairs and trays are sanitized several times each hour. The attention to cleanliness extends from the lobby to the kitchen to the sidewalk and even immediate areas outside the restaurant.
Restaurant managers walk through the dining areas each hour, to ensure that it is clean and well stocked. All restaurants provide warm and inviting environment and a variety of comfortable seating arrangements to accommodate anyone – from a single individual to a large family.
Value
McDonald's prices its products in such a way that the average population can afford it. McDonald's does not sacrifice quality for value.
McDonald's definition of value is broader than most restaurants of its kind – it is more than even the price. Value at McDonald's is the sum of the total McDonald's experience: quality food; fast, friendly service; a clean and pleasant environment. That is value at McDonald's.
Appendix 3
Check Out KFC!
Customer Focus
CHAMPS supports our belief that the most important thing each of us can do is focus on the customer. It demonstrates our commitment to be the most respected restaurant brand in the world with the world's best restaurant operations. We asked our customers what they wanted from us in terms of service, food and experience.
CHAMPS
The restaurant should be C lean
The team should be H ospitable
The order should be A ccurate
The restaurant should be well M aintained
The P roduct should be consistently great
The food should be served with S peed
As we are committed to continually exceeding our customers' expectations we regularly monitor how we are doing. We do this by way of an agency who employ Mystery Customers to help show our store teams how typical customers feel about their store. This is known as the CHAMPS Check. We use the reports from these customers to take action so that improvements can be made.
Our focus is to treat all our customers as we would treat guests in our own homes, that is welcome them, put them at ease, make sure we've cleaned and tidied up!
Customer Mania
KFC are passionate and committed to 'wowing' our customers. Customer Mania involves each of us thinking about what our customer wants, then exceeding their expectations.
Customer Mania is about delivering 100% CHAMPS with a Yes!
Yes! - My customer is my job
Yes! - I only serve hot, fresh, great tasting food
Yes! - My customers are important to me
Yes! - Solving my customer's complaint is my role
To achieve 100% CHAMPS with a Yes! KFC believe all employees should follow the 'SMILE - You're on stage' program.
STAGE
S tand up straight, don't lean
T urn to face your customer
A ct on what your customer wants
G reet your customer like they are your friend
E ye contact!
Be proud of our
Food: No one beats us on chicken. Cooked and prepared in store as only we know how, the best way - the KFC way.
Restaurants: Modern, up to date and appealing facilities, which are in the right place for our customers. This also means a better, safer work environment for you.
Service: We delight our customers so much they tell their friends. We'll deliver the best restaurant experience.
Branding: We want advertising that is talked about, and durable. Whatever the advertising medium the message remains the same, KFC means great tasking food at unbeatable value, and a great customer experience.
Culture: We aim to create an environment where everyone can make a difference. Anyone can be successful at KFC as long as they demonstrate the passion and commitment to succeed. |
