Mc Donalds presentation

PRESENTATION ON RESTAURANTS
PRESENTED BY:-
PREETI
RIMPAL
GURMEEN
ANSHITA
KHUSHBOO

WELCOME TO THE WORLD OF McDonald’s

“ One world, One Burger”- McDonald’s

C D onald’s I ntroduction
McDonald’s is the global fast food giant .
Founded in 15 may 1940 in CALIFORNIA .
FOUNDERS –RICHARD AND MAURICE MACDONALDS.
Headquarters-oak brook ,illiona us.
Forty eight years down the line, they are the world’s largest food-service chain with more than 31,000 restaurants in 119 countries, serving 47 million customers every day and employing more than 1.5 million people.

BUSINESS MODEL
McDonald's corporation earns revenue as an investors in properties , as franchiser and as an operator of restaurants.
15 % of Mc Donald’s restaurants are owned and operated by Mc Donald’s corporation directly.
The other’s are operated through variety of franchisee agreement and joint ventures.
In addition to ordinary franchisee fees and marketing fees, Mc Donald’s also collect rent on the basis of sales.

McDonald’s in India developed a range of 100% pure Veg food, along with Non-Veg range.
Competitors was more.
McDonald’s efforts were aimed purely at driving traffic in.

McDonald’s introduced home delivery system in stipulated areas.
Also introduced samples with the core products.

Objectives of Promotion Strategy
Key objectives of McD’s promotion strategy were to, “ Get them in. Trade them up. Get them back ”.
Get Them In : To make consumers step into McDonald’s restaurant.

Trade Them Up : To shift the consumers to McDonald’s core products like Burger with cheese, McChicken Burger, Fillet-o-Fish, etc.,
Get Them Back : To increase the frequency of visit by making the McD’s brand experience.

PRODUCTS

PRODUCTS
Mc Donald’s sells Hamburgers , Chicken sandwiches , French fries, Soft drinks , Breakfast items and Deserts .
Mc Donald’s also offers salad and vegetarian items , wraps and other localized fare.

Target Segment and Positioning
McDonald’s was positioned as a family restaurant.
Extra care has been taken to make the restaurant children-friendly.
McDonald’s targeted both Sec children & adults , because no other company targeted kids quit persistently.

McDonald’s strategy is obviously to make the eating-out function the focus of these outings.
Focused on Price Penetration.
In 1998 McDonald’s had achieved sufficient level of success, on their offerings & then educated customers about their core strengths.
Their main focus is on Service, hygiene, products etc.,

TYPES OF RESTAURANTS
Mc Drive are the type of which provide drive through services and offer no counter service or seating.
Special theme restaurants also exists, such as the Solid Gold Mcdonald’s , a 1950s rock-n-roll themed restaurant.
Mcdonald’s introduced Mc Cafe a café style accompaniment to Mcdonald’s restaurants in the style of Starbucks.
Mc Express are the type of restaurants which are located in shopping malls.

SUB BRANDS
The company also operates other restaurant brands , Piles Café .
The company owned a majority stake in Chipotle Mexican grill until October 2006.
Until December 2003, it also own Donatos pizza .
On august 2007, McDonald’s Boston Market to Sun Partners .

ADVERTISING
The company makes significant use of Bill board and Signage , Sponsors , Sporting events ranging from little league to olympic games.
It makes coolers and orange drinks with their Logo available for local events for all kinds.
Television has always played a central role in the company’s advertising strategy.

Focus more on electronic media
Their ads talk about emotions , family ties and fun and all these have high legal appeal .
They don’t use print media .

ACHIEVEMENTS
Among all the competitors McDonald’s is the leading brand .
During its initial footsteps it starts from California and now it is expanded to 31000 countries worldwide.
Don Gorske, a McDonald’s enthusiast, has consumed over 20000 big Mchamburgers .
He appeared on Supersize me, is listed in Guiness Book of World Records , and has a movie called Mc Daddy .

CONTROVERSIES
In 1990 , a small group of activists criticized its environmental health and labour record.
In 1999 , French anti globalisation activist Jose Bove vandalized a half built McDonald to protest against the introduction of the fast food in the region.
In 2002 , vegetarian group largely Hindu and Buddhist successfully sued McDonald’s for misrepresenting their French fries as vegetarian when they contain beef broth .

LEGAL CASES
Mc Donald’s has been involved in a number of law suits as:
McDonald’s sued a Scottish Café owner called McDonald, for the use of their trademark.
In the Mc Libel case, Mc Donald’s sued two activists for distributing pamphlets attacking in environmental labor an d health records.
In Perth, west Australia, Mc Donald’s plarded guilty to five charges relating to the employment of children under 15 in one of it outlets and was find AU$8000.

VARIOUS OTHER FACTS SHOWING POPULARITY OF MCDONALD’S
Fast food nation, book by Eric Schlosser.
Supersize me , a documentary film by Morgan Spurlock.
McDonald's video games are also launched in the market.
Some other documentary films on Mc Donald’s are Maxime, Mc duff and Mc do.

KFC is based in Louisville, Kentucky, and is the world’s most popular chicken restaurant chain.
Founded by Colonel Harland Sanders in 1952.
More than 11,000 outlets
85 countries and territories around the world.
8 million customers each day.
Yum! Brands is run by David Novak,
Chairman & CEO
KFC Division is run by Cheryl Bachelder,
President and Chief Concept Officer

In Past 5 Years: Debt Ratio has dropped 25% Net Income after Taxes has increased 31% Profit Margin has increased 41%

PIZZA HUT INTRODUCTION
FOUNDERS-DAN & FRANK CAMEY
FOUNDED-1958 IN WICHITA, KANSAS,USA
BASED IN-ADDISON,TEXAS,USA
34000 OUTLETS IN 100 COUNTRIES
EMPLOYING MORE THAN 300000 PEOPLE
PARENT-YUM! BRANDS (1997-PRESENT)

PRODUCTS
THE SICILIAN PAN PIZZA
THE HAND TOSSED TRADITIONAL PIZZA
BUFFALO WINGS
THE EDGE PIZZA
TWISTED CRUST PIZZA

PLACE
MORE ACCESSIBLE TO THE CUSTOMERS
CAFETERIAS
SPORTS AREAS
MAJOR AIRPORTS
SCHOOLS
SHOPING MALLS
OFFICES

PROMOTIONS
PROVIDES SPECIAL OFFERS
SEASON’S PROMOTION
INTRODUCE NEW PRODUCTS

PRICE
LOW PRICE FOR MEAL
COMBO PACKS
PROVIDE SPECIAL OFFERS

STARBUCKS IN 1980’s
.
HOWARD SCHULTZ CAME INTO STARBUCKS IN 1982 AND RE-NAMED FROM “STARBUCKS COFFEE TEA AND SPICES” TO “STARBUCKS”.
RE-IMAGE FROM ONLY SELLING COFFEE BEANS TO BE A COFFEE HOUSE.

90’s TILL NOW
13168 RETAIL OUTLETS WORLDWIDE .
STARBUCKS HAS BEEN EXPANDING ITS BUSINESS INTO FOOD’ ICE CREAM,TEA
MUSIC, CREDIT CARDS AND FILM.

CANADA
LATIN AMERICA
EUROPE, MIDDLE EAST AND AFRICA.
ASIA- PACIFIC.

STARBUCKS EXPERIENCE…….$$$$
MOST OF STARBUCKS CONSUMER ARE NOT PRICE SENSITIVE.
IN 2004 STARBUCKS RAISED PRICE MORE THAN 3% IN EVERY PRODUCT.
STARBUCKS STOCK PRICE HAS BEEN INCREASING SINCE 1992.

COMFORTABLE SETTING TO CREATE POSITIVE AND UPLIFTING EXPERIENCE.
INVITING STORE AMBIENCE.
UNIQUE WARMTH THAT SETS APART FROM “WORK” AND “HOME”.
CUSTOMISED BEVERAGE ORDER.
EMOTIONAL CONNECTION BETWEEN BARISTA AND CUSTOMERS.

BYE BYE SEE U AT McDonald’S Thank you

Mc Donalds presentation

by anshitakashyap on Sep 04, 2010

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