About The Company

First restaurant - April 15,1955April 15,1955 at Des Plaines, Illinois, America. First outlet in India - 19961996 near VT railway station in Mumbai World’s largest food service systemWorld’s largest food service system with more then 30000

restaurants in 119 countries serving 47 million customers each day In India, McDonald’s operates via two joint ventures:

Western ZoneWestern Zone – Hardcastle Restaurants Pvt. Ltd.

Northern ZoneNorthern Zone – Connaught Restaurants Pvt. Ltd.

Increase in consumption of fast food

Willingness to spend.

Acquire more of a global palate.

27%

73%

INDIA

SOUTH EAST ASIA

Percentage of consumers frequenting quick service joints in a month

72%

4%

24%Hygiene andcleanliness

Quality ofservice

Perception ofthe brand

Main factors which indicate the preference of quick service restaurant over othersAC Nielson

Preferences for quick service restaurant

Key Factors

CONSUMER BEHAVIOUR Uses consumer feedback to constantly improve upon their service standards.

LOCAL TASTE Developed a menu especially for Indian Vegetarian consumers keeping in mind their tastes, culture and religious sentiments

CONVENIENT LOCATIONS

Operates on the premise that it should be convenient to the consumer

All restaurants are ideally located to encourage impulse buying

PRICING & PROMOTIONAL OFFERS

Prices vary from city to city based on the tax structure in the state and the purchasing power of the population.

Had created an affordable menu offering called “Happy Price Menu”

Offer special packages for birthday parties

SUPPLY CHAIN MANAGEMENT

Initial investment- Rs. 50 crores

Investment in the supply chain infrastructure alone- Rs. 100-150 crores

Each restaurant requires around- Rs. 2-3 crores

(excluding the cost of real estate)

FUTURE PLANS

To improve operational excellence. To introduce full format restaurants in secondary towns and cities. To introduce more delivery and express outlets in metros. To have at least 100 restaurants in operation in 2 years time.

Strengths Weaknesses

Opportunities Threats

40,000 crores “Eating out” segment, Growth rate at 6%

Growing middle class Exposure to western culture More choice on the menu

Think Global, Act Local Localization strategy Attention to Customer Feedback Respect towards religious

sentiments Strategic tie ups Located at convenient areas Affordability Large advertising budget

“Destination Food Joint” Perception of unhealthy food High staff turnover

Competitors – KFC, Burger King, Nirula’s (Delhi)

Trends in Healthy eating Litigation over fat & obesity

Problem Statement.

With McDonald’s merely following the competitors in the eating out segment with the home delivery service, do you think consumers will also respond with

the “I’m loving it” tag? Why?

Why Home Delivery Service?

Lack of transportationtransportation

Traffic jams

Overcrowded eating places

Enjoy watching moviesmovies

Enjoy watching cricket matchescricket matches

Just for plain relaxationrelaxation

To keep away from cooking

Facts of Home Delivery Service

Available in selected localitiesselected localities only

Delivery charge of Rs.15Rs.15 per order

Delivered to neighbourhood that are

10 minutes away10 minutes away

A choice amongst upper middle class upper middle class familiesfamilies

Contributed to 15% increase15% increase in sales

Delivery meals

I’m NOTNOT loving it !!!

Reasons

Target Audience: KidsKids & YouthYouth

Known as ‘Social Meeting PlaceSocial Meeting Place’

Described as “McDonald’s experienceMcDonald’s experience”

Food Served is not always hot

Burgers turn soggy because of packing

AMBIENCE

SECOND HELPING!!! SOCIAL MEETING PLACE

Problem statement

Since most of the Mc Donald’s are strategically located, how or what measures

do you think the company could adopt to attract customers who may turn away due

to their inability to handle the traffic and parking woes?

Strategic Locations

High Streets High Ways

Valet Parking Drive-In

Why High Streets High Streets ? High streetsHigh streets are for the masses.

Changes in lifestyleslifestyles open up new opportunities

-work long hours, with little time to cook or shop

-buy ready-made meals, preferably on the way home from work.

Food shops located on the High Street meet these changing needs.

Valet parkingValet parking is a parking service offered by some restaurants, restaurants, storesstores and businessesbusinesses.

Valet parkingValet parking is offered in urbanurban areas, where parking is scarce.

A drive-throughdrive-through or drive-thrudrive-thru refers to a business or restaurantrestaurant that serves customers who pull up in their vehicles.

Orders are taken and goods or services are provided through a special windowspecial window, while the customers remain in their vehiclesvehicles.

Mc Donald’sMc Donald’s should guarantee that customers will get through a drive-thru in a given amount of timetime, or their order is either freefree or discounteddiscounted.

Problem Statement

Indian consumers prefer the local food taste, while McDonalds are quite rigid in their

product offers. The company is unwilling to offer chola bhatura and pav Bhaji and is very

clear that it will adapt as far as taste is concerned only. Under the circumstances,

what steps could be taken by the company to operate its futre success?

Exciting Offers

• c ondays

• .

• Tie Ups with Multiplexes

Treat yourself to the sixth meal for FREE*

* Meal upto Rs. 50

Thank YouThank YouPresented By:

Neha Kotecha

Sapna Maniar

Natasha Bhagwat

Sharon Ittyrah