McDonald's site selection conjecture: planning data can not be less

A professional who did not want to be named publicly confirmed the plan's first words. He told reporters that the biggest principle of McDonald's is to keep the 20-year lease period unchanged. Therefore, whether or not each point is opened must be determined through a three-month to six-month inspection. The focus of the inspection is to see if it is in line with the development of urban planning, whether there will be a municipal relocation and the relocation of surrounding population, and whether it will enter the red line of urban planning. Those who entered the red line will not touch it; the aging business district will not set a firm point. Prospects and commercial districts with new development prospects, newly established college districts and residential districts are areas considered for distribution.

Under the principle of 20 years of invariance, market research and collection of information and information, including population, economic level, spending power, development scale and potential, and income level, as well as the level of business circles in the previous phase of research, development opportunities, and room for growth.

Second, evaluate the properties in different business districts. Including flow testing, comparison of customer capabilities, visibility and convenience considerations, etc. to get the best location and reasonable choice. Based on the understanding of market prices, area allocation, supporting conditions of construction properties, and quality attributes, the company estimates sales revenue and financial analysis, and finally determines whether it is possible to open a McDonald's restaurant at this location.

McDonald's every step forward in the site selection is based on careful investigation. Pan Haolong, director and general manager of Beijing Huibo Real Estate Agency Co., Ltd., said that all investigations are meticulous, necessary, and indispensable, as this is the basic condition for ensuring success.

Taking large shopping malls as neighbors

Looking closely at the expansion of the McDonald's Express Restaurant in Beijing, people were surprised to find that most McDonald's fast food restaurants were built next to large commercial facilities. "The inevitability of displaying most of the stores alongside large commercial facilities is the regularity of McDonald's site selection marketing strategy." An expert who does not want to be named publicly believes.

Relying on large-scale commercial facilities is relatively easy to obtain customers. Because people choose to eat fast food is often the way, and will not plan to go to a fast food restaurant somewhere. McDonald’s managers are well versed in business management. They are familiar with the psychology of customers and select the shop next to a large commercial facility. While compensating for the lack of catering functions of large-scale commercial facilities, they form a stronger attraction for customers. The increase in customer traffic in large commercial facilities has brought sales benefits to large-scale commercial facilities; it has also made customers more willing than ever to go shopping in large commercial facilities with fast food restaurants because people will feel more convenient.

At the same time, it also relatively simplifies the site selection process and workload. In the preliminary market survey of the site selection for catering and retail commerce, many work procedures and contents are the same. Including a large number of surveys and researches, assessments, and audits, as well as primary and secondary data surveys and analysis, and comparison and analysis of selected locations, decisions can be made at the end. The McDonald's fast food restaurant is located next to a large commercial facility, which can save a lot of links. As long as the traffic volume and its composition of large-scale commercial facilities are analyzed in detail, the economic benefits of large stores can be achieved.