The little girl "directed" McDonald's in two provinces

The little girl "directed" McDonald's in two provinces

It's hard to imagine that this marketing director, who governs 35 McDonald's restaurants in Hubei and Shaanxi and has more than 2,000 employees, is so charming and beautiful, smiling, whispering and gentle as water. Jin Bingmei is dressed in a black dress with short hair and fair skin. In conversation, several English words pop up easily.

Jin Bingmei 1995 joined McDonald's operation department as a trainee manager of the restaurant. /kloc-0 was transferred to the marketing department of Hubei province in 1998, and won the McDonald's annual president award in 200 1 year. In April, 2004, he was promoted from a senior operations manager to a marketing director, who was fully responsible for various businesses in Hubei and Shaanxi markets.

Being able to go today, she said, this period is a process of capacity accumulation and opportunity collision. When the opportunity comes, we can hold on to it.

The sense of crisis keeps me learning.

Jin Bingmei said that she often looks at some job advertisements and sees that all industries have higher requirements for employing people; When interviewing new people, I also feel that young people today are very capable and competitive. "In this era, I have to keep learning, including management books and humanities books, and I dare not relax."

The best part of my life is for McDonald's.

Because of her busy work, Jin Bingmei doesn't have much time to take care of her son. She said that the biggest gain McDonald's gave her was that she unconsciously influenced her son with the basic principles of being a man. I work overtime every day and am diligent. My son has watched me since I was a child. For my son, this kind of work is normal and natural. My son studies hard and develops good habits. "Good habits benefit people for a lifetime, and McDonald's benefits both my son and me." Jin Bingmei said.

"special music time" to attract customers

1995, Jin Bingmei joined McDonald's as a trainee manager of the restaurant. In the same period, 20 people came in, and she was the fourth to become a full member. The first restaurant she independently operated was in Wuchang Shopping Mall, surrounded by two KFC restaurants and a Dicos restaurant with similar products.

"To attract people to McDonald's, there must be something different." There are colleges and universities such as Conservatory of Music and Zhongnan University of Finance and Economics around the restaurant. Jin Bingmei thought of setting up a "special music time" to give young people a space to play.

Every afternoon, students from Wuhan Conservatory of Music are invited to the restaurant to talk about their understanding of current pop music, and there are topics to talk about every day. In this way, young people around will go to the restaurant to eat and attend classes at this time, and customers are full every day.

Be a "good neighbor" of the community

Since 2002, McDonald's began to enter the community. Jin Bingmei made an analogy vividly. Customers in downtown restaurants, such as crucian carp, cross the river, and the passenger flow is constant; The customers in the community are like fish swimming in the pool, and the flow is certain. She suggested that McDonald's should establish a "good neighbor" image in the community.

Under the planning of Jin Bingmei, McDonald's community restaurants actively establish and maintain community relations. After the first community restaurant Zhuyeshan Store opened, they set up a convenience pump in the neighborhood next to the restaurant for residents to use for free. Set up a publicity column in the community to publicize food hygiene and nutrition knowledge; Set up a number of public service billboards in the community; McDonald's employees regularly visit community kindergartens, primary and secondary schools, and universities for the elderly, and at the same time send umbrellas to traffic police.

Jin Bingmei asked all the stores to go to the community school to inquire about the sports meeting and graduation party in the corresponding season, and to send tea and tea sets free of charge. "The purpose of this is to maintain a stable relationship. When McDonald's appears in the activities of community members, when people need to eat, McDonald's will be reflected in people's minds. "

"What you do seems to have no secrets, and you are not afraid of plagiarism?" Jin Bingmei replied with a smile: "I'm not afraid of my opponent's plagiarism, but I'm afraid I can't persist." It is not easy to do every little thing over and over again. "

A series of efforts have produced good economic benefits. McDonald's has a high market share and brand mention rate in this field. This store has also become a "community benchmark store" within the enterprise, and McDonald's restaurants in various provinces and cities in Central and South China are organized to study here.

Go to the restaurant with questions.

As the top of the region, the employees affectionately call Jin Bingmei "Bingmei", and she also calls the employees' nicknames, "It's more like a big family".

When she interviews new employees, the criteria for evaluating talents are "core competence and professional competence". Jin Bingmei said that core competence refers to the ability to communicate, judge things and solve problems. As for the professional ability, you can learn it quickly, but the core ability determines the development prospect of employees in the enterprise.

Even managers must work in the ordinary staff position for six months when they enter McDonald's, so as to understand the working steps of employees and facilitate future management.

Every quarter, the heads of various departments of the company will go to the front line to serve customers. This day is called "Company Service Day". The heads of these departments go to restaurants as front-line employees to serve customers. At the end of last year, Jin Bingmei worked as a waiter in Guo Mao restaurant. When she rode a bicycle to deliver takeout to an office building, the property management staff stopped her from going upstairs, and then took the time to get in touch with the person who ordered the food before sending it upstairs.

"Not such property." That night, she held a meeting to find out whether there was a similar situation in various stores. As a result, this problem existed to varying degrees. So, she suggested that after the other party booked the takeaway, the orderer of McDonald's restaurant added a sentence, asking the other party to tell the property management personnel that when the takeaway was delivered, it should be delivered to the office in time and not blocked. Never stopped a delivery man again.

Jin Bingmei said that she often goes to restaurants with staged problems and tries to find one problem at a time and solve it.

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