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The video has a background narrator and two speakers. Speaker 1 is Claire Babrowski, Executive Vice President of Worldwide Restaurant Systems. Speaker 2 is Bob Marshal, Assistant Vice President of US Operations.
Narrator: "McDonald's has been in the business of creating smiles since nineteen fifty-five. By focusing on their philosophy of quality, service, cleanliness, and value, McDonald's has created a loyal following. Its brand identity is the envy of every other company in the world, not only in the food business but in any consumer business. One key to McDonald's global success is fast, friendly service. A large component of this famous fast service was its food preparation system. Because they had so many years of success, McDonald's kitchens were the best and fastest in the business. However, in the late nineteen eighties, the business began to change. Although McDonald's had a successful system for handling their high volume on its current menu, the changing marketplace brought about new challenges."
Speaker 1: "As people started being more mobile, started being on the road, you know, more sort of seven in the morning till nine at night, and then began spreading their eating out across that pattern, as people got tired of just one or two or three choices of a sandwich and wanted, you know, six, ten, in fact, at one point, we had twenty-one different sandwiches that a person could choose from at any, you know, at lunchtime or at dinner time, we found this operating system that was built for sort of high-velocity throughput of a very few number of products, just completely broke down when you had a lot of products coming through across, you know, all day long."
The content spoken by the narrator and speaker 1 is the same as audio 1. The video starts with clippings in monochrome that show a McDonald's storefront with a board that reads "MCDONALD'S FAMOUS HAMBURGERS BUY EM BY THE BAG," employees working inside the store, preparing food, cleaning the kitchen representing the initial time of McDonald's. The visual shifts to intercut clippings in color showing customers enjoying the food, and workers preparing different types of food. Subtle music is played in the background while the narrator speaks. The next visual shows speaker 1 speaking the content from audio 1 wearing an office suit and a McDonald's logo pinned to her collar.
Narrator: "Changing customer tastes and needs along with more complex menus affected the ability of McDonald's to consistently deliver quality, service and value. For example, if a customer wanted a special order, they had to wait extra time for it to be made. Surprised customers noted that the food and service were not up to the standards that have been originally set by McDonald's years ago. In response to these challenges, McDonald's designed and implemented its new just-in-time kitchen system named "Made for You." This kitchen is a technological overhaul of its previous system designed to improve food quality, allow menu items to be more easily introduced, and to provide superior customer service."
Speaker 1: "When I say, "Made for You," I'm just describing what for us is an operating system where every customer's sandwich or entrees or breakfast, we have breakfast platters, whatever it is that they've ordered was made just for them after they ordered it. And so, it's nothing that was pre-prepared before they got to the restaurant. A couple of components might be pre-prepared. But each and every sandwich is made for the customer as they order it all at the speed of McDonald's."
The content spoken by the narrator and speaker 1 is the same as audio 1. The video shows workers preparing different types of food, packing burgers, and serving customers. The next slide shows the McDonald's logo with an exclamation mark, and below the logo, a sentence reads, "Made for you." Next, the video shifts again to speaker 1.
Narrator: "The new system would have to fit five major criteria to be successful: service, which would be ninety seconds or less from ordering to delivery; quality, by meeting high customer standards and food safety requirements; food preparation, which should be easier to do right than wrong; people, by increasing job satisfaction; and profitability, by reducing cost yet increasing customer satisfaction. New technology and extensive market research helped McDonald's develop a kitchen system that encompassed all of these operational and customer requirements."
Speaker 1: "So, we spent a number of years actually exploring new technologies, you know, what are cooking technologies, what are holding technologies, or perhaps the quarter pound or a meat paddy that takes one hundred and ten seconds to cook, which is too long, you know, no customer wants to wait that long. Is there a way to just maybe make that piece, that component of what of the customer's meal in advance, and somehow keep it in a warming environment where it holds its temperature, and it holds its moisture, which is very hard to do, and somehow even though that was made slightly in advance of the customer's visit, create a holding environment that when the customer gets the product, they'd swear it's right off the grill."
Speaker 2: "There's an awful lot of learning that went on in the process also, and what we found is that as you looked at the science of producing product and holding product, and cooking product that there are a lot of things that just didn't happen the way that you thought they did in determining what the correct cooking temperatures are, and the holding temperatures, and really having to understand the amount of BTUs that could be held in a bun, and how BTUs are transferred from a meat paddy to a bun, which is not part of the science that we had to figure out. And there was a level of detail that we might not have expected to have to get into, but again, if the objective was to develop a system that was going to allow the crew to execute it pretty faithfully on a regular basis, we had to get in and understand those things, and be able to use the technologies to really help us produce that final end of product."
The content spoken by the narrator, speaker 1, and speaker 2 is the same as audio 3. Initially, the visual displays a list titled "Criteria for Success. "The list is as follows.
The next visual shows a worker preparing a burger while a watermark that reads "Irwin McGraw-Hill" is displayed in a corner. The visual then shifts to speaker 1 speaking the content from audio 3 and transitions to speaker 2 speaking the content from audio 3.
Narrator: "Upon entering a McDonald's outfitted with the "Made for You" kitchen system, the first change you notice is that the metal warming bins, which have become the standard of fast-food restaurants over the past forty years are gone. This is because McDonald's restaurants no longer make their sandwiches in advance."
Speaker 2: "When a customer places the order for a hamburger, that order will show up here on the KVS screen. That will signal the crew to take a bun, put it through the special toaster that produces this bun up to one hundred and fifty-five degrees in eleven seconds. At that point in time, the product is put on the wrap, the condiments are added, pickles, onions. At this point in time, the meat is added from a special universal holding cabinet. The product is wrapped, and presented for the customer."
Narrator: "Heated cabinets called Universal Holding Cabinets were specially designed for the "Made for You" system."
Speaker 2: "The Universal Holding Cabinets allow us to handle the different components and meat products that we need for all of our sandwiches at temperatures that would be very much as if they had just come off the grill for up to twenty minutes."
Narrator: "Another major example of technological advancement in the new "Made for You", kitchen is the implementation of McDonald's Rapid Speed Toaster, which toasts buns in only eleven seconds."
Speaker 2: "Prior to "Made for You," the standard state-of-the-art was about a twenty-four-second toaster, you know, it would take almost a half a minute to be able to get a bun, and move it through this process, and have the bun at the acceptable temperature, which for us is between one hundred and fifty-five and one hundred and sixty degrees. But with the combination of the technologies that are built into the toaster, and also changes in the formulation that we made to the bun, it allows us now to produce a product that comes to our standards within eleven seconds, and that was a major linchpin in "Made for You" and really a major change in toasting in the quick service restaurant industry."
The content spoken by the narrator and speaker 2 is the same as audio 4. The visual shows a metal warming bin, and an employee packing a burger. The visual shifts to speaker 2 in the food preparation area explaining the process of burger preparation and the workings of the special toaster and the Universal Holding Cabinet. Next, the visual shifts to an employee toasting buns as the narrator speaks in the background. The visual transitions back to speaker 2 in the food preparation area explaining how the toaster is used.
Narrator: "When an order is placed, it is routed to the kitchen, and appears on a kitchen video system monitor that is visible to the whole crew."
Speaker 2: "When a customer orders a product at the front counter, if they order a value meal, now the only product that actually comes back to the kitchen is the product that the customer has ordered, and it will come back also with any special instructions whether it's a cheeseburger with or with no pickle, or no onion, or a double ketchup, anyway the customer orders it will come back here for the crew."
Narrator: "But even before the order is placed, the computer has already been working. It monitors customer traffic day to day throughout the restaurant in an effort to determine the flow of orders. The computer can then predict key times when business will increase, and what food items are typically ordered during these times. The computer then generates orders for best-selling items, creating a buffer of products that are ordered in peak times. This helps employees get ahead during a rush. The computer also monitors employee output."
Speaker 2: "We have the ability to run two different sides of production under "Made for You" and the POS system will know who the next person is that's going to best be able to produce that product, and will automatically route it to the side that's going to be able to get that product to the customer fast enough. So along with just routing the product, it also monitors the overall speed in which product is being produced, which allows us to get the maximum productivity out of each of our crew people."
The content spoken by the narrator and speaker 2 is the same as audio 5. The visual shows a worker taking orders from a customer, and the order being displayed on a computer screen. The visual then shows speaker 2 explaining how orders are routed between two production sections. The visual changes to ordering counters where employees take orders from customers while a watermark that reads "Irwin McGraw-Hill" is displayed in a corner. The store is crowded with customers and workers are preparing food.
Narrator: "The "Made for You" system works like this. A customer places an order, and it appears on a screen in the sandwich prep area. A bun is placed in the rapid-speed toaster, and during the next eleven seconds, a crew member places the sandwich wrap on the kitchen counter. When the bun comes out, it's placed on a wrapper, and dressed with the appropriate items. Meat from the Universal Holding Cabinet is the finishing touch to the sandwich. Then it's wrapped and passed over the counter to a crew member who immediately hands a freshly cooked hot sandwich to the customer. This entire assembly process should take fifteen seconds or less. Employee morale was an important factor in McDonald's decision to revamp their kitchens, and the "Made for You" system has helped tremendously."
Speaker 2: "You see not only do I believe that it has boosted morale for the employees, I think the managers have told us so, and in a survey that we had done of over four thousand restaurant managers about a year after implementation, that over ninety-six percent of the restaurants told us that this was a great production system that they wouldn't want to go back to the old system."
Narrator: "Quality service, quality food, fresh and fast, and just the way it was ordered, "Made for You" is the ultimate just-in-time system."
Speaker 1: "I don't think there ever will be in the restaurant business any kind of a system that's perfect, but the one we have today gets us ninety, ninety-five percent of the way there, and our people get us the other five to ten percent, so we are very happy with it."
Speaker 2: "There were a lot of folks that didn't believe this could possibly be done, and we could get it done, because of the power of the McDonald's system, of the McDonald's and our suppliers and our folks in the field all working together, that when we do that though, we find we got incredible ways of getting our work done, that folks would just never believe was possible."
The content spoken by the narrator, speaker 1, and speaker 2 is the same as audio 6. The visual shows a worker performing the tasks as spoken by the narrator in audio 6. The visual then transitions to speaker 2 and then to speaker 1 with clippings of an employee preparing burgers intercut in between. Subtle music is starts to play in the background.
The end credits are as follows:
Video has ended.
Described transcript ©2023 McGraw Hill. All rights reserved. No reproduction or further distribution permitted without the prior written consent of McGraw Hill.
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