Professional Documents
Culture Documents
By VASIM Calcuttawala
AGENDA
HISTORY SOME FACTS ABOUT MCDONALDS PAST AND PRESENT STRATEGY SWOT ANALYSIS 7 PS MCDONALDS LOCATION SELECTION TECHNOLOGY IN RETAIL RETAIL FORMAT STORE LAYOUT ORGANISATIONAL STRUCTURE
"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."
Mcdonalds History
McDonald's was started as a drive-in restaurant by two brothers, Richard and Maurice McDonald in California, US in the year 1937.
The brothers used assembly line procedures in their kitchen for mass production..
As word of their success spread, franchisees started showing interest. However, the franchising system failed because the
McDonalds History
At this point, Ray Kroc (Kroc), distributor for milkshake machines.Expressed interest in the business, and he finalized a deal with the McDonald brothers in 1954. In 1961, he bought out the McDonald brothers' share for $2.7 million and changed the name of the company to McDonald's Corporation. In 1965, McDonald's went public...
McDonalds in India
Actively Involver in many social activities likegi CHILD EDUCATION, PULSE POLIOiesetc.
History in India
1996 the first McDonalds restaurant opened on Oct. 13, at Basant Lok, Vasant Vihar, New Delhi. It was also the first restaurant in the world not serving beef on its menu 1997the first Drive Thru restaurant at Noida 1999the first Mall location restaurant at Ansal Plaza New Delhi 2000the first highway restaurant at Mathura 2001the first thematic restaurant at Connaught Place 2002the first restaurant in a food court at 3Cs, Lajpat Nagar and the first restaurant at the Delhi Metro Station at Inter State Bus Terminus
ADAPTION STRATEGY
Menu differences: Netherlands and Austria Beer Germany Chinese Week Canada Mc Pizza India Goat and lamb burgers half of menu vegetarian Japan ingredients such as cabbage and Teriyaki USA Barbecue bacon Burgers, sausage breakfast burritos
Mc -Strategies
International Growth
Forward Integration -Distribution through Franchisees Backward Integration -Local Sourcing, Suppliers
Beverages
Cold Coffee
Ice Tea
Soft Drinks
Mc Shakes
Hot Serves
Menu
Ice-Tea
Menu
McShakes
McShakes
Nutrition at glance
Type (Quantity)
Se rvi ng siz e in g ms 27 5 40 0 50 0 27 5 40 0 50 0
Pr ot ein in g ms / se rv e
Ca lori es in kC al / se rv e
Pr ot ein %
Ca rb. in g ms / se rv e 29 8 43 3 54 1 27 0 39 3 49 1
Fa t in g ms / se rv e
Ca rb %
Fa t %
Chocolate (S/M/L)
7 10 13
52 75 94
7 10 13
3 3 3
19 19 19
3 3 3
Strawberry (S/M/L)
7 10 12
46 67 84
7 10 12
2 2 2
17 17 17
2 2 2
Menu
Floats
Menu
Soft Serves
Nutrition at glance Servin g size in gms 86 143 86 143 Protein in gms / serve 3 6 3 4 Calorie s in kCal / serve 25 43 23 39 Protein % 3 5 3 4 Carb. in gms / serve 140 241 126 208 Fat in gms / serve 4 4 3 3 Fat % 4 4 3 3 Type Carb%
Soft Serve with Hot Fudge (Small) Soft Serve with Hot Fudge (Medium) Soft Serve with Strawberry (Small) Soft Serve with Strawberry (Medium)
29 30 26 27
Menu
Protein% 2
Carb% 22
Fat % 4
Menu
McChicken
Fiet-O-Fish
Filet-O-Fish
Filet-O-Fish
Fried, breaded fillet of fish, with a half slice of processed cheddar cheese, special tartar sauce served between steamed buns.
Nutrition at glance
145
13
49
23
Protein%
Carb%
Fat %
462
34
16
Menu
Protein%
Carb%
Fat %
12
21
10
Menu
Menu
McALOO Tikki
McAloo Tikki Fried breaded potato & peas patty that is flavoured with a special spice mix, fresh tomato slices, onion, and veg. tomato mayonnaise between toasted buns.
Nutrition at glance
Protein%
Carb%
Fat %
367
35
10
Menu
Nutrition at glance
Menu
4Ps of McDonalds
Product
How should the company design, manufacture the product so that it enhances the customer experience?
Price
What should be the pricing strategy?
Place
Where should be the product be available and the role of distribution channels?
Promotion
What is the suitable strategy and channels for promotion of the product?
Product Development
Successes: Fries, Happy Meal, Big Mac, Egg McMuffin, Promotions
Failures: McPizza, Fajita, Carrot Sticks, McLean, and the Arch Deluxe
Place
McDonald's opened its doors in India in October 1996. Ever since then, our family restaurants in Mumbai, Delhi, Pune, Ahmedabad, Vadodara, Ludhiana, Jaipur, Noida Faridabad, Doraha, Manesar and Gurgaon have proceeded to demonstrate.
McDonalds Outlets
The ambience and the environment is same at all the outlets of McDonald's.
Pepole
Each outlet is headed by a Restaurant Manager . He is responsible for the daily operation and customer interaction.
Delivery Crew Member carries basic operation of a restaurant. Ensures customer satisfaction at the restaurants. In order to motivate there employees they give them stars as per their performance.
Organizational Chart
In contrast, locations in high-density city neighborhoods often omit drive-through service There are also a few locations, located mostly in downtown districts that offer Walk-Thru service in place of Drive-Thru.
Some locations are connected to gas stations/convenience stores, while others called McDonald's Express have limited seating and/or menu or may be located in a shopping mall. Other McDonald's are located in Wal-Mart stores. McStop is a location targeted at truckers and travelers which may have services found at truck stops.
Home Delivery
McDelivery
11:00 am to 11:00 pm
McDonalds India is one of the few countries that provides a home delivery service Call on 6600 0666 and place the order. Minimum Charge 15rs Per order The restaurants will deliver to neighborhoods which are up to 10 minutes away by road.
Recognition [Rewards]
In addition to McDonald's competitive wage and promotion programs, hard work, dedication, motivation and results are recognized and rewarded at McDonald's. Appreciation comes in many forms - from a simple thank you for a job well done, to restaurant-wide recognition through programs such as the 'Face of the Month' and Face of the Quarter. McDonald's also offers great incentive programs with access to gift certificates and merchandise.
Technology In Retail
From old-fashioned cash registers to computerized point-of-sale systems that could track massive amounts of data in seconds McDonald's was the first quick-service chain to install touch-screen computers at the front counter and in the drive-thru, making it easier for servers to input orders. New POS, a product developed by Savista, will help McDonald's improve restaurant productivity and enhance the customer experience Attemt for solution that would permit debit, credit and gift card transactions to be processed through the standard POS system in less than four seconds
In a small number of restaurants, McDonald's U.S. is evaluating a customer order center concept that involves drive-thru orders taken by employees working remotely at two customer order centers. High-speed data connections are used to transmit the orders from the drive-thrus to the centers as well as from the centers back to restaurant Kitchen Staff.
Meanwhile, pilot tests of self-service ordering kiosks are underway in the Denver and Chicago markets. At this point, the kiosks accept only cashless payments as a way to keep the machines easy and quick to operate
Store Layout
The new design will include the traditional McDonald's yellow and red colors, but the red will be muted to terra cotta, the yellow will turn golden for a more "sunny" look and olive and sage green will be added. To warm up their look, the restaurants will have less plastic and more brick and wood, with modern hanging lights to produce a softer glow. Contemporary art or framed photographs will hang on the walls. The exterior will have golden awnings and a "swish brow" instead of the traditional double-slanted mansard roof.
The new restaurants will feature areas: The "linger" zone will offer armchairs, sofas, and Wi-Fi connections. The "grab and go" zone will feature tall counters with bar stools for customers who eat alone; Plasma TVs will offer them news and weather reports. The "flexible" zone will be targeted toward families and will have booths featuring fabric cushions with colorful patterns and flexible seating. Different music targeted to each zone.
Store Layout
Store Layout
Store Layout
Supply Chain
Suppliers Mfg Dist. Retai Customer
Material Flow
Supply Chain
Trikaya Agriculture - Supplier of Iceberg Lettuce.
successfully grows speciality crops like iceberg lettuce, special herbs and many oriental vegetables. Farm infrastructure features: A specialized nursery with a team of agricultural experts. Drip and sprinkler irrigation in raised farm beds with fertilizer mixing plant. Pre-cooling room and a large cold room for post harvest handling.
A large cold room and a refrigerated van for transportation where the temperature and the relative humidity of this crop is maintained between 1 C and 4 C and 95% respectively
Vista Processed Foods Pvt. Ltd. - Supplier of Chicken and Vegetable range of products.
A joint venture with OSI Industries Inc., USA, and McDonald's India Pvt. Ltd. Vista Processed Foods Pvt. Ltd. produces a range of frozen chicken and vegetable foods. A world class infrastructure at its plant at Taloja, Maharashtra, has: Separate processing lines for chicken and vegetable foods. Capability to produce frozen foods at temperature as low as -35 Degree Celsius to retain total freshness. International standards, procedures and support services.
Supply Chain
Dynamix Diary - Supplier of Cheese.
Dynamix has brought immense benefits to farmers in Baramati, Maharashtra by setting up a network of milk collection centres equipped with bulk coolers. Easy accessibility has enabled farmers augment their income by finding a new market for surplus milk. The factory has: Fully automatic international standard processing facility. Capability to convert milk into cheese, butter/ghee, skimmed milk powder, lactose, casein & whey protein and humanised baby food. Stringent quality control measures and continuous Research & Development.
Jumbo King is a food chain that has branded Mumbais favorite snack, The Vada pav.
Vada pav is an INR 500 million market in Mumbai itself, out of which jumbo kings share is more than 100 million
Dheraj Gupta
Jumbo king has broken the stereotype method and introduce hygienic manhandled vadapv.
It has become Mumbai's most visited brand with over 40,000 customers per day
Jumbo king considers McDonald's its guru and aims to become Indias McDonalds.