2. McDonalds
• McDonald's is the world's leading food service
retailer
– 33,000 restaurants
– 119 countries
– 67.8 million customers each day.
In India-
– Present in about 52 towns and cities across India
– around 250 McDonald's restaurants
– serving more than 6.5 lakh customers daily in India.
LIBA 2
3. Service Culture McD
• Thomas Friedman says “McDonald’s serves the
interest of middle classes that are emerging in
autocratic, undemocratic societies. Countries that
have a McDonald’s within their borders have never
gone to war against each other”
• Experience: eating in a cheerful,
AC, child-friendly restaurant that
offers revolutionary innovation
of clean toilets
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4. McDonalds India Supply Chain
• One of highest precision
– On time delivery
– Enabled to cut down cost
– Maximize profitability
– Highest quality standards
• Sources from within the country
– Developed local businesses
– Works with 38 suppliers
• Distribution centers- Noida, Mumbai, Bangalore
, Kolkata
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5. • The cold chain concept
– Took 6 years
– Brought a revolution
• Dynamix Dairy Industry
Supplier of cheese
15 bulk cooling centres
Stringent quality control measures
LIBA 5
6. Trikaya Agriculture
Supplier of iceberg lettuce – intrinsic part of the cold chain
Advanced agricultural practices
International exposure
Vista Processed Foods
Range of frozen chicken and vegetable foods
World-class infrastructure and support services
innovation in taste, nutritional value and convenience
7. Radhakrishna Foodland
Distribution management services
Local supply networks
Effective process control
Amrit Food
UHT milk and milk products for frozen desserts
Automatic machinery – no human contact
Strict quality control
8. Safety measures
McDonald’s Quality Inspection Programme (QIP)
quality checks in cold chain system
cut down operational wastage
Hazard Analysis Critical Control Point (HACCP)
systematic approach to food safety
food processing plants and restaurants in India
HACCP verification at least twice in a year and
certified
9. McDonald’s Success Secret
• “Golden Arches”
• Mascot : Ronald McDonald
• QSCV - the formula for success
– Quality, Service, Cleanliness, Value
• Franchise model
– only 15% of the total number of restaurants are
owned by the companyLIBA 9
10. McDonald’s: Menu Customization
• Separate veg and non veg kitchens in Indian outlets
• Introduced more veg items in the menu
• Diversified from beef & pork to egg & chicken
• Happy price menu – attracted Indian customers
http://www.youtube.com/watch?v=tPuDbz05Bv4
• Product elimination – removal of Beef flavored food
• Product innovation to cater Indian tastes (e.g. Chicken
Maharaja)
• Mc Delivery : McDonalds at
your doorstep
LIBA 10
11. • Family place –children as the target audience
• Kids zone
Happy meal toys Birthday parties
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12. Monitoring and improving standards
• Is there a drop of in the
number of customers
Coming in daily? If so
then Why?
• Is there an increase in the
number of customers
coming? If so then why?
• Determining; what we're
doing right and what
we’re doing wrong.
13. Gaining effective feedback
Internal External
• SOC one every month • Surveys from time to
(station observation checklist) time
• Progress reviewed on a • Group of small
regular basis customers and asking
• Performance reviews about the service
every 12 months (free meal to participate)
• Chance to see how well • Manager goes around
your doing and how you asking customers about
can improve the service
14. Why provide effective customer service
and provide employees with ongoing
training
Customer Service
• Remain competitive
• Understand your customers
needs and wants
• Keep up with the latest trends and techniques
• Retain customers
15. Ongoing Training
• So employees are constantly improving in their
field of work
• Impact on performance
– Happier working when they are confident with
their duties and how to perform them
– Decrease in absenteeism
– Increase in productivity
– Better customer service
On time deliveryCut down on cost & max profitabilityBefore set up of resturant 400 cr on delivery mechanism
The remaining 85% is operated by franchises. The company follows acomprehensive framework of training and monitoring of its franchises to ensure. that they adhere to Quality, Service , Cleanliness and Value propositions offeredby the company to its customer* Work as retailers, but still hold the brand.
Makes heroic efforts to ensure food looks, feels and tastes same everywhere
Children were a very important part of its target audience, with a lot of its advertising and menu especially targeting them. But now McDonald's is firmly talking about youth being its primary target consumers. Its advertising, new outlet interior designs and additions to the menu are all firmly targeted at the youth, though the outlets still have that defined family section.
