QSC&V
Encyclopedia : Q : QS : QSC : QSC&V
QSC&V is an abbreviation for Quality, Service, Cleanliness & Value and is a benchmark used throughout the world by the McDonald's Corporation to assess the standard of its own restaurants (operated by McOpCo) and the restaurants run by franchisees. Since 1957 it has been a cornerstone in the operation of Mcdonald's restaurants and is a big part of the daily life of McDonald's employees. There are four grades in the system, A, B, C and F, which are apparently inspired by the grades used in the American Education system. The grades are awarded by test shoppers from independent firms and by consultants working for McDonald's itself. A grade is awarded for each of the areas: "quality, service and cleanliness". Grades are not awarded for value however because of antitrust laws.
Franchisees whose restaurants consistently receive grades lower than B risk having their rent significantly increased by the corporation eventually to a point where it becomes economically infeasible to continue running the restaurant thus providing McDonald's with an effective method to oust bad franchisees and ensure the consistency of the McDonalds experience throughout the world.
Grading Tools
Many tools exist within the company for monitoring QSC levels. These tools are used as either mechanisms for providing feedback to restaurant management, or as a means of internal auditing.The most commonly used is the Restaurant Visitation Report (or RVR), which provides a complete "snapshot" of a single store's performance over a period of several hours. During an RVR, periodic quality checks are made on completed products, the times taken to serve a randomly selected group of customers are recorded, and cleanliness of the store is examined. This information is then compiled and collated to generate the aforementioned A/B/C/F letter grades. Traditionally, an RVR is carried out by a senior member of the store's management team (such as the Restaurant Manager), but it is not uncommon for Franchisees or Head Office Consultants to complete them.
A less commonly used, but still prevalent grading tool, is the Operations Review (more commonly known as an "Ops Review", or sometimes a "Full Field", within the company). In most countries, stores are expected to carry these out at least annually, and achieve a B grade or higher for each of the three areas that make up QSC. A head office appointed Operations Consultant carries out the review, which generally takes four to seven days to complete, spread across two to three visits.
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