The document explores the history and operations of McDonald's, focusing on its presence in India and how it adapts its menu for local customers. It highlights McDonald's business model, including franchise versus company-owned restaurants, pricing strategies, and promotional campaigns. Additionally, it examines customer perceptions and potential areas for improvement in service and menu offerings.

1. Presented by
Abhishek Prasad / Nasir Patel / Tejas Keswani
Grinding it out

2. What's on the menu today
Starters
Introduction ………………………… 1
History ………………………….........2
Main Course
Product Mix…………………………..3
Pricing ………………………….………4
Promotion ……………………………5
Place ………………………….………..6
Desert
Conclusion …………………………..7

3. Introduction
o McDonald’s is 6th best brand in the world
- Fortune & Interbrand
o In 2009, Mc’s total revenue showed $ 22.7 billion.
oMc serves 47 million customers everyday.
o 80 % business run by franchise and 20% are company owned.
McDonald’s Franchises versus Company-Owned Restaurants

4. History
Year Events
1955 Ray Kroc opens his first restaurant. McDonald’s Corporation is created
1957 Quality, Service, Cleanliness and Value (QSC & V) becomes company
motto
1963 Ronald McDonald makes debut
1965 The company goes public
1968 Big Mac is introduced
1974 Happy Meal is launched
1996 McDonald’s opens in India, the 95th country

5. McDonalds in India
o Joint venture of McDonald’s Corporation
with Amit Jatia and Vikram Bakshi
o The average McDonald’s
restaurant employees more than 100 people.
oThe menu is completely customized
to meet the needs of an Indian customer.

6. Product Mix
Fun Fact
In India the "Big Mac" is changed into the "Maharaja Mac".

7. Product Mix

8. Product Mix

9. Pricing
o Started off at prime cities like Delhi and Mumbai.
o Main TG was the family with high income.
o Realized potential in the middle class in India.
Fun Fact
By one estimate, a mere 6% of the Big Mac’s price comes from the cost of its ingredients -- the rest of
the price coming from labor costs, rent, utilities, packaging, and the like.

10. Pricing
o Happy price menu – Rs 20.
AAP KE
o Economeal – Rs 49 (save Rs 11).
ZAMANE MEIN
o McChicken & McVeggie Meal – Rs 75,Rs 65
BAAP KE
(Save Rs 15).
ZAMANE KE
o Happy Meal for Kids – Rs 69,99,109 (toy
DAAM !!!
free).
o Big saving Meals – Combos Rs 109 – Rs
119(Save Rs 36).
o A-la carte menu – Rs 45- Rs 65 (Veg) Rs 55-
Rs 65 (Non Veg)
o Desserts – Rs 12 – Rs 25.
o Beverages – Rs 25- 50
Fun Fact
By one estimate, a mere 6% of the Big Mac’s price comes from the cost of its ingredients -- the rest of
the price coming from labor costs, rent, utilities, packaging, and the like.

11. Pricing
Customer
Customer Upgrade/ Graduation
Experience
Customer
Acquisition
Fun Fact
McDonald's restaurants in India are our only restaurants in the world where you cannot buy beef.

12. Promotion

13. Some famous campaigns
o “I’m lovin’ it”
o Aap ke zamane mein baap ke zamane ke daam !!!
o Har chhoti khushi ka celebration
Fun Fact
You know all those toys Toys R Us sells? McDonalds sells more toys than Toys R Us

14. Some famous campaigns
There are three main objectives of advertising for McDonald’s
are to make people aware of an item, feel positive about it and
remember it.
The right message has to be communicated to the
right audience through the right media. McDonald’s does its
promotion through television, hoardings and bus shelters.
Fun Fact
You know all those toys Toys R Us sells? McDonalds sells more toys than Toys R Us

15. Flood all possible channels
Fun Fact
You know all those toys Toys R Us sells? McDonalds sells more toys than Toys R Us

16. You are never far from a Mc

17. Locations in India

18. Operations
o Operates locally and hence reduces supply chain costs.
Hard Castle Rest.
Pvt. Ltd
McDonald’s McDonald’s India
Corporation Pvt. Ltd.
Connaught Plaza
Rest. Pvt. Ltd.

19. Supply Chain
Dynamix Dairy Amrit Foods
Trikaya Agriculture Vista Processed Foods

20. We asked a few people
o Why do you go to McDonalds?
Quick Service
Taste
Menu
Quick Service
Mc Veggie
o What is you favorite meal at Mc?
Mc Veggie
Mc Aloo Tikki
French Fries

21. Further..
o What is that you don’t like about Mc?
Self Service
Seats
Crowd
Self Service
Expensive
o What do you think about the pricing?
Expensive
Affordable

22. Way ahead
o Increase menu items…
o Add more Non-Veg cuisine…
o Start on the table services..
o Pricing has to be taken care off

23. Thank you