NO.1Dennis Livy Linda Shine Emily Daniel

Global FeatureMcDonald’s Adapt Servicescapes to Fit the Culture

1 、 Intro

2 、 McDonald’s fit the culture

3 、 What is Servicescape

4 、 Roles of Servicescape

OUTLINE

5 、 Servicescape Model

1 McDonald's Corporationintro The McDonald's Corporation is the

world's largest chain of hamburger fast food restaurants, serving around 68 million customers daily in 119 countries.Untill now, McDonald's Corporation has 32,000 brunch.

1 McDonald's Corporationintro

Fit Paris, FranceBologna, ItalySalen, SwedenSydney, Darling HarbourMcCafes in EuropeTokyo, JapanBeijing, China

2 McDonald‘ fit the culture

ParisFrance

- Leather-bound- Heavy wood furniture- Look of a library with book

Bologna

Italy

- City of Arches- Old world techniques

SalenSweden

McSki

- Ski-thru- Wood panel- Natural Stone

Darling HarbourSydney

- Like the Sydney opera house- - Old world techniques

in EuropeMcCafe

- Quick meal- Cup of coffee

PerceivedServicescape

EmployeeResponses

CustomerResponses

Ambient Conditions

•Nervous•Crowd

Space/Function

•Narrow•Simple•limit seats•Small counter

Sign, Symbols, and Artifacts

•The McDonald’s arches

Cognitive•SpeedEmotional•agilePhysiological

Individual Behaviors•Efficient service

Social Interactions

Individual Behaviors•Stay shortly•Return•Spend money

Cognitive

Emotional•Feel Efficient service

Physiological

Bitner- Bitner- Servicescapes modelServicescapes model

GinzaTokyo

- Convenience and speed- Frontage space- Limit seat- Primarily stool

JapanJapan

•Narrow•Simple• limit seats•Small counter•Speed

•Feel Efficient service•Convenience

•Stay longer•Return•Spend money

BeijingChina

- Lingering for long of time- Emphasizing family values- Celebration, reading relaxing, chatting, enjoying music- Romatic

ChinaChina

•Wide•Light music•A lots of seats•Comfortable chair

•Relaxing•Enjoying

•Stay longer•Spend more money

What The environment in which the service is delivered and where the firm and the customer interact, and any tangible commodities that facilitate performance or communication of the service.

3 Physical Evidence

Physical facility = Servicescape

McDonald's of Physical Evidence from

the Customer’s Point of ViewPhysical Evidence

Service Servicescape Other Tangibles

Restaurant Building exteriorParking lotWaiting areaEntranceRestroomSeatingPlay fieldCounter

UniformsWebsiteMenuMealToy(for kids)

2 McDonald's ServicespaceWhat

Why

Why Servicescape is

important for a retailer?

Especially for a Restaurant?

ROLES PackageFacilitatorSocializerDifferentiator

4 of the Servicescape

PackageROLES

Package-McDonald’s use the as its logo, color with golden yellow, it’s like two open golden double arches, just symbolize joying and delicious, and McDonald’s Q,S,C and V, hope its can let customer sucked into the door.-“Ronald McDonald”, symbolizing harmony and friendly, like McDonald’s will be always everyone’s friends, part of the community.

FacilitatorROLES

Facilitator-Well designed outlets with appropriate with signs, appropriate ventilation and proper seating arena.-When you into the door have to line up, it will speed up the consumer purchase.-Extra Value Meal to avoid wasting time of ordering.-Trash in the corner, make its easy to see, and make consumer put garbage out.-Except the door near counter, will design the door near dining area, make sure line is flow.

SocializerROLES

Socializer-In the Japan, design the chair uncomfortable, so that people want to leave after meal.-In the Beijing, All designs are built around casual, relaxed, warm and flexible principles of conduct, because McDonald’s realize that fast food is more important is a place for leisure and relaxation.

-Question: What do you think the McDonald’s in Europe how to be the socializer?

DifferentiatorROLES

Differentiator-McDonald's make its market position is clean, fast, quality, service, value.-In the Europe(France), to solve the non- meal time table idle problem, McDonald's set a McDonald's coffee in France (McCafé) - through separate counters to provide customers with high-level coffee and pastries. To separate from other restaurant.

THANK YOU

For your attention