McDonald's opened its first restaurant in India in 1996. It now has over 310 locations across the country. McDonald's aims to be its customers' favorite place to eat through initiatives like introducing Indian-friendly menu items, targeting specific audiences with promotions, and engaging in corporate social responsibility programs focused on children and the environment. The company faces competition from other fast food chains in India but has achieved several business awards and aims to continue expanding its operations.

1. McDonald‟s India
McDonald‟s India

2. Submitted By:
 Siddhant Agrawal

3. About the Company:
 The McDonald's Corporation is the world's largest chain
of hamburger fast food restaurants, serving around 68 million
customers daily in 118 countries.
 Headquartered in the United States, the company began in 1940 as a
barbecue restaurant operated by Richard and Maurice McDonald.
 There are over 310 McDonald's restaurants across the country today.

4. History of the Company:
 McDonald's India opened its first restaurant in 1996. Locally owned by
Hardcastle Restaurants Pvt Ltd (HPRL) and Connaught Plaza
Restaurants Pvt Ltd (CPRL).
 Time Line:
Launch of First McDonald's® Restaurant - 1996
Introduction of Happy Meals™ - 1997
Introduction of Drive thru - Kalamboli restaurant – 2001
Launch of Delivery - Bandra restaurant in 2004
Introduction of Happy Price Menu™ - 2004

5. About the Owner:
 In India, McDonald's has two Indian entrepreneurs:
 Amit Jatia, Vice Chairman, Hardcastle Restaurants Pvt. Ltd, which has
been awarded a Development Licensee status by McDonald's
Corporation, U.S.A, spearheads McDonald's operations in West & South
India.
 McDonald's restaurants in North & East India is managed by Vikram
Bakshi's Connaught Plaza Restaurants Private Limited, which is still a
Joint Venture with McDonald's Corporation.

7. Products in India:

8. Mission Statement
"McDonald's brand mission is to be our customers' favourite place and
way to eat."

9. Vision Statement
“McDonald's vision is to be the world's best quick service restaurant
experience. Being the best means providing outstanding
quality, service, cleanliness, and value, so that we make every customer
in every restaurant smile.”

10. Core Values:
 We place the customer experience at the core of all we do.
 We are committed to our people.
 We believe in the McDonald's System.
 We operate our business ethically.
 We give back to our communities.
 We grow our business profitably.
 We strive continually to improve.

11. Business Strategy
 Introduction of Vegetarian Burger in Indian Market such as McVeggie
and McAloo Tikki.
 Targets some specific set of audience like kids, youth and the young
urban family.
 Introduces new toys in Happy Meal every week to target the kids.
 Special discounts and promotional offers are given to generate more
customers.
 Happy Price Menu.

12. Business Environment
 Suppliers
 Competitors
 Customers
 Publics
 Intermediaries

14. Corporate Social
Responsibility
 Ronald McDonald House Charities (RMHC).
 Commitment to Children.
 “Light up your life, Adopt a child”
 Educational workshops
 Hand in Hand Saving Sight Programme.

15.  Energy Saving Initiatives
 Initiatives for Water Conservation
 A Greener Neighborhood
 I Care for Eye Care

16. Human Resource Strategy
 Organizational Structure.
 Job Analysis and Job Evaluation.
 Recruitment and Selection Process.
 Management development(Training and Development).
 Motivation Performance management and Appraisal.
 Reward and Employee Benefits.

17. Marketing Mix
 Product
 Place
 Price
 Promotion

18. SWOT Analysis

19. Strengths
 Flexibility and Innovation in products
 Supply Chain Management
 Affordable Prices
 Centralized Customers Support Service
 Lot of restaurants across India

20. Weakness
 Limited Menu
 Inefficiencies in Home delivery
 Global Warming
 Negative Publicity
 High Employee Turnover

21. Opportunities
 Expansion
 Out-of-Home Breakfast
 Better Home Delivery
 Environmental Friendly Packaging
 Increasing demand for healthier food.

22. Threats
 Religious and political confrontation.
 Changing Customers‟ preferences.
 Threats of New Entrance.
 Lawsuits against McDonald‟s.
 Trend towards healthy eating.

23. PEST Analysis

24. Political
 The business operation of an organization is always influenced by the
policies of state and its government.
 In India, McDonald‟s business is also under the control of government‟s
rules and regulations
 The main issue of controlling food business is health and other issues
are license, employee laws, tax issues etc.
 Political instability of local state is also affects McDonald‟s business.

25. Economic
 All companies are affected by ongoing global economic slowdown.
 McDonald‟s India faces different scale of tax and revenue
measurement.
 McDonald‟s also faces difficulties because of international currency
fluctuations especially in its global food distribution.
 Local economical condition is also responsible for affecting
McDonald‟s operation.

26. Social
 The life style of people is being changed and the demand of this
change affects McDonald‟s.
 In India, Hindu people prefer vegetable, Muslim people avoid pork. To
fulfil the customers‟ expectation, McDonald‟s needs to research the
market and also needs to provide effective food menu.

27. Technological
 The impact of technological innovation is also considerable to meet
the customers‟ expectation.
 As all existing food chains for instance, KFC, Pizza Hut etc, compete
each other, McDonald‟s has to ensure the all technological access to
influence the customers.
 Modern and speedy distribution channels, easy and quick payment
facility, customer entertaining equipment in store, wireless internet
facility in all stores etc. can help McDonald‟s to keep on its success.

28. Achievements
 The „Most Respected Company‟ for four consecutive years (2003-2006)
in the Food Services sector, by Businessworld.
 The „Most Preferred Fast Food Outlet‟ 2006 & 2007 by Awaaz Consumer
Award hosted by CNBC.
 Star Retailer – the „Consumer Way, Food Services Retailer‟ of the Year
2006 & 2007, 2008 by Franchise.
 „Retailer of the Year‟ Award for catering services (2004-2006) at the
Images Retail Awards.

29.  The „Amity Corporate Excellence Award‟ –in 2007 & 2008.
 The „Most Wanted Brand of the Year‟ Award 2003 & 2004 by
Franchising Holdings India Ltd.
 The „Most Admired F & B Retailer of the Year: QSRs Foreign Origin‟ – The
Golden Spoon Awards by Images Retail.
 The Company with the Best Corporate Conscience – 2008 by Business
& Economy
 „Value for Money‟ brand – 2010 by Pitch Magazine
 The most trusted family restaurant brand in the country award in
2009, 2010, 2011 by Reader‟s Digest
 Food service retailer of the year 2011 and 2012 – Star Retailer Awards

30. Competitors
 Subway
 Kentucky Fried Chicken (KFC).
 Venky‟s.
 Pizza Hut.
 Domino‟s.
 Locally owned fast food restaurants.

31. Corporate Social Responsibility
Corporate responsibility is a core value at McDonald's.
Ronald McDonald House Charities (RMHC)
Commitment to Children
“Light up your life, Adopt a child”
Educational workshops
Care for Environment