Proceedings of the 2022 2nd International Conference on Enterprise Management and Economic Development (ICEMED 2022)

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Comparative Analysis of Chain Business Model in Catering Industry: Evidence from McDonald’s and Starbucks

Authors
Yue Ma1, †, Xinyi Wang2, †, Siqi Zhao3, *, †
1Yue Ma, College of Economics and Management, China Agricultural University, Beijing, 100000, China
2Xinyi Wang, Business School, Sichuan University, Chengdu, 610000, China
3Siqi Zhao, International College, China Agricultural University, Beijing, 100000, China
†

Theses authors contributed equally

*Corresponding author. Email: zhaosiqi@cau.edu.cn
Corresponding Author
Siqi Zhao
Available Online 1 July 2022.
DOI
10.2991/aebmr.k.220603.178How to use a DOI?
Keywords
McDonald’s; Starbucks; Company-operated; franchise; marketing mix
Abstract

This paper aims to summarize the impact of company-operated model and franchise on enterprises which is important for chain operation companies to choose appropriate strategy. This paper chooses McDonald’s and Starbucks as samples and uses 4Ps model and data comparison from company’s financial statements to conclusion the characteristics of company-operated model and franchise. The analysis shows that franchise can increase the expansion speed and lower the cost while the company-operated model can build better brand image and strengthen management. This paper provides implications for companies to deepen the understanding of franchise and company-operated model and make corresponding adjustments according to their own situation to obtain better development.

Copyright
© 2022 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article distributed under the CC BY-NC 4.0 license.

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Volume Title
Proceedings of the 2022 2nd International Conference on Enterprise Management and Economic Development (ICEMED 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
1 July 2022
ISBN
978-94-6239-585-5
ISSN
2352-5428
DOI
10.2991/aebmr.k.220603.178How to use a DOI?
Copyright
© 2022 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article distributed under the CC BY-NC 4.0 license.

Cite this article

risenwbib
TY  - CONF
AU  - Yue Ma
AU  - Xinyi Wang
AU  - Siqi Zhao
PY  - 2022
DA  - 2022/07/01
TI  - Comparative Analysis of Chain Business Model in Catering Industry: Evidence from McDonald’s and Starbucks
BT  - Proceedings of the 2022 2nd International Conference on Enterprise Management and Economic Development (ICEMED 2022)
PB  - Atlantis Press
SP  - 1104
EP  - 1110
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220603.178
DO  - 10.2991/aebmr.k.220603.178
ID  - Ma2022
ER  -