1.
Loyalty Programs & CRM

2.
ADITYA [11]
KUNAL [92]
KARAN [69]
RANJIT [105]
KARTIK [50]
ASHUTOSH [95]

3.
Contents:
• About the company
• How did it begin?
• TimeLine
• Market Share owned
• Core Values behind Success
• Benefits of CUSTOMER LOYALTY PROGRAM
• Loyalty Programs
• How the are Retaining its Customers
• CRM

4.
Company Overview:
• McDonald's is the world's leading food service retailer with more than 33,000 restaurants in 118 countries
serving more than 67 million customers each day.
• Ownership and management
– Nothern India- Vikram Bakshi's company Connaught Plaza Restaurants
– Western India- Amit Jatia that is Hardcastle Restaurants
• McDonald's worldwide is well known for the high degree of respect for the local culture of each market it
operates in.
• In line with this respect for local culture, India is the first country in the world where McDonald's does not
offer any beef or pork items.

5.
Cont’d...
• McDonald's has developed a menu especially for India with vegetarian selections to suit the
Indian palate, and has also re-engineered its operations to address the special requirements of
vegetarians.
• Special care is taken to ensure that all vegetable products are prepared separately, using
dedicated equipment and utensils. This separation of vegetarian and non-vegetarian food
products is maintained throughout the various stages of procurement, cooking and serving.
• So much so that the mayonnaise and soft serves are also 100% vegetarian, and McDonald's uses
only vegetable oil as a cooking medium in India.
• Established a benchmark in the sector of quick service restaurant
• Awarded many awards like the "Most Respected Company" for four successive years

6.
How did it begin?
• Started in 1950’s
• Automobiles penetration among Americans and construction of highways
• Initially catered to suburban automobile owners
In India:
• There are over 310 McDonald's restaurants across the country, serving more
than 6.5 lakh customers daily in India.
• McDonald's success is built on a foundation of integrity. Millions of
consumers around the world trust our brand, as we earn it every day by
respecting our customers and employees, and delivering outstanding quality,
service and value.

7.
Vision
“ To be the world’s best quick service restaurant experience.”
• To achieve their vision they are focused on three world wide strategies:
World Wide Strategies:
1. Be the best employer for people in each community around the world.
2. Deliver optional excellence to customers in each restaurant.
3. Achieve enduring profitable growth by expanding the brand and leveraging the strengths of
McDonald’s system through innovation and technology.

8.
Market Share:
International Revenues
McDonald's International Revenues
Geographic Region
Percent of Total
Revenues
US 35%
France, Germany, UK 21%
Rest of Europe 14%
Australia, China, Japan 8%
Rest of Asia, the Middle East, Africa 8%

9.
TimeLine:
• Launch of First McDonald's® Restaurant - 1996
• Introduction of Happy Meals™ - 1997
• Introduction of Drive thru - Kalamboli restaurant - 2001
• Launch of McDelivery - Bandra restaurant in 2004
• Introduction of Happy Price Menu™ - 2004
• Introduction of Global Menu - McNuggets™ - 2009
• Introduction of Breakfast Menu - October 2010
• Introduction of Global Menu - McSpicy™ April 2011
• Introduction of Global Menu - McFlurry™ October 2011
• Introduction of McValue™ Lunch Meals - January 2012
• Introduction of McEgg™ – August 2012
• Introduction of Masala Grill – April 2013

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Success of any Organization depend upon its core business values:
• Our policies and practices in place, allow us to use our size and scope to help
make a difference.
• Customer is the core: The reason for our existence and the tremendous
success of McDonalds, is majorly due to our customers. Hence, we show our
appreciation to them by providing high quality food and services. Our goal is
quality, service, cleanliness and value for every customer, every time.
• People who define us: The true success of McDonalds, lie with the
employees of the company. Therefore, we provide opportunity, nurture
talent, reward achievement and develop leaders. As we believe that a team
of well trained professionals with rich and diverse backgrounds is essential
for continued success.
• Community Matters: We take the responsibilities that come with being a
leader, seriously. We help build better communities, in turn creating a better
world.

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Perceptual Mapping

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Benefits of CUSTOMER LOYALTY PROGRAM:

13.
Loyalty Programs: McDonald's Smile Loyalty card

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McCafé:
On October 14, 2013, McDonald's launched the first McCafé India in the South Mumbai
district of Mumbai.

15.
National Breakfast Day promo:
During the promotion period, every customer who visits any
Breakfast Store during Breakfast hours shall be eligible to get a free
Veg. McMuffin or Egg and Cheese McMuffin.
McDonald’s will be celebrating the biggest breakfast activation by
serving more than 315,000 McMuffin sandwiches to customers all
over the country. On March 17, 2014, starting at 6:00 AM, all
participating McDonald’s breakfast stores nationwide are joining the
celebration to say “thank you” to its customers who start their day at
McDonald’s.
Each participating McDonald’s breakfast store will be giving away free
McMuffins to the first 1,000 customers at a first-come-first-serve
basis – that’s over 315,000 hot and fresh McMuffins to be given away
nationwide via Dine-In, Take-Out, and Drive-Thru.

16.
McDonald’s Focuses on Attracting Local Customers
with Mobile App

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Happy Meal:

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Even Dissatisfied McDonald's Customers Are Likely To Return
The survey, conducted by market research company Consumer Edge Insight, revealed that though only 22 percent
of McDonald's customers said that they were "extremely satisfied" by their last visit to the fast food eatery (by far
the "lowest score in the survey“, according to the Consumerist), McDonald's still enjoyed one of the highest
"Intent to Visit Again" scores, with 64 percent of visitors saying that they are "extremely likely" to visit again.
Why customers who aren't typically satisfied with McDonald's keep going back for more?
Respondents put McDonald’s first in perceived value, convenient locations, and fast service.
So customers will put up with food that doesn’t knock their socks off if they can get it:
Easily, affordably and quickly,
-David Decker, president of Consumer Edge Insight, concurred.
“For quick-service restaurant patrons the most important factors that drive loyalty to a brand are good value and
convenience, with low prices and quick-service being very important as well,” he said. “McDonald’s has a clear
image lead on all of these factors… [Its] high repeat-purchase intention scores despite their lower satisfaction scores
illustrates the strength of their brand on the attributes that matter most to quick-service customers.”
According to the survey, "great-tasting food is only the 8th most important factor in driving [customer] loyalty" to
fast food chains.

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Customer Relationship Management

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Why do people like McDonald's ?
How does McDonald's attract and retain its customers ?
People like McDonald's because this food mode makes one think of childhood.
McDonald always invent new meals to have more clients. So McD makes menus with vegetables, fruits, mineral water and
products of warranty origins. McDonald's try to adapt to the different cultures and to the local tastes and people enjoy
that.
People like McDonald's because it allows to spend good time with
family and to make good memories.
They also created McCafé. There we can have breakfast or we can
make a break and eat or drink something. Indeed they have a variety
of quality coffees and refined cakes and pastries
Moreover, Wi-Fi is free in the restaurants. It attracts also students,
young people and people who travel.

21.
“
If you work just
for money, you’ll
NEVER make it,
but if you love
what you’re doing
and you always
put the customer
first, success will
be yours.
“
RAY KROC - Founder of McDonald’s

22.
Feedback and suggestion forms available at each outlet
Online feedback form for techno-savvy individuals
Information about upcoming products provided in website
Order through website
• Storage of all details like address, phone no, etc.
Special promotions during festivals as Indians tend to spend more at such events.