Introduction

Can u guess the name of the company which is

 is the ninth most valuable brand in the world?
 has replaced the us army as the nation largest job training organization?
 controls the market share of more than 3 food chains taken together in 
America? It’s none other than Mcdonald’s corporation USA. Looking at the
above statistics makes one wonder that what is the driving force behind all
these achievements? How is it that the chicken burger available in San
Francisco is same as the one available in delhi? Many of these question have
been answered in the book “Mcdonald’s: behind the golden arches” written by
john love. But are these standards being carried out in India as well?
The golden arches of Mcdonald’s are slowly becoming an integral part of the
Indian landscapes. Everyone knows mcdonald’s is big, but very few know just
how significant its impact on Indian business really is. The inside of
Mcdonald’s remains a mystery.

Mcdonald’s india is a joint venture of Mcdonald’s corporation with Amit Jatia

and Vikram Bakshi. Amit jatia handles the operation in westerns region
whereas Vikram Bakshi in the northern region.

Mcdonald’s india is an employer of opportunities, providing quality

employment and long term careers to the indian people. The average
Mcdonald’s restaurants employees more than 100 people in 25 different
position-from cashiers to restaurants managers. Mcdonald’s world class-
training inputs to its employees can be seen in the present close to 2000
employees currently in Mumbai and Delhi.
But the most overlooked facts of Mcdonald’s india are its contribution to the
food industry. Six years prior to the opening of the first mc donald’s restaurant
in india, mcdonald’s and its international supplier partners together with local
indian companies to develop products that meet mcdonald’s rigorous quality
standards. Part of this development involves the transfer of state of the art food
processing technology, which has enabled indian businesses to grow by
improving their ability to compete in today’s international markets. Mcdonald’s
dedication to its supplier has lead to their growth beyond the boundaries of the
india.
These aspects of mcdonald’s do not get covered and highlighted by the hungry
press. But when the false news of using beef tallow in the french fries hit the
market, the press did not leave a chance to exaggerate it. Despite the fact that
right form the beginning; no beef ingredients have been used in any of the
product.
 History of mcdonald’s

… it all began in 1955, with a salesman named raymond albert kroc and a milk
shake maker named multimate.

Raymond albert kroc (1902-1984)

(a salesman)
ray kroc mortgaged his home and invested his entire life savings to become the
exclusive distributor of a five-spindled milk shake maker called the multimixer.
Hearing about the mcdonald’s hamburger stand in california running eight
multimixers at time, he packed up his car and headed west. It was1954. He was
52 years old.

Dick and mac mcdonald’s restaurant,

san bernardino, california
ray kroc had never seen so many people served so quickly when he pulled up to
take a look. Seizing the day, he pitched the idea of opening up several
restaurant to the brothers dick and mac mcdonald’s, convinced that he could
sell eight of his multimixer to each and everyone. “who could we get to open
them for us? “what about me”? 

Where it all began, des plaines, illinois 

ray kroc opened the des plaines restaurant in 1955. First day’s revenues-
$366.12! No longer is a functioning restaurant, the des plaines building now a
museum containing mcdonald’s memorabilia and artifacts, including the
multimixer.

In short
1955- ray kroc opens first restaurant in des plaines, illinois and the
mcdonald’s corporation is created. 
1957- quality, service, cleanliness and value (qsc&v) becomes the 
company motto.
1959- the 100 mcdonald’s open in chicago.
1961- hamburger university opens in elk grove, near chicago.
1963- one million hamburger sold. Ronald mcdonalds make his debut.
1964- filet-o-fresh sandwich is introduced.
1965- mcdonald’s corporation goes public.

1967- the first restaurants outside of the usa opens in canada and puerto 
rico.
1968- the big mac is introduced. The thousand restaurants open in 
des plaines, illinois.
1972- a new restaurant opens everyday. The quarter pounder is introduced.
1973- egg mc.muffin introduced.
1974- the first ronald mcdonald’s house opens in philadephia. The 
happy meal is launched. 

1983- chicken mcnuggest is introduced. New hamburger university opens

in oak. Brook, illinois. Set in 80 wooded acres. Training is provided for
every level of mcdonald’s worldwide.

1984- 50 billion hamburger sold. Ronald mcdonald’s charities is founded

in ray kroc’s memory to raise funds in support of child welfare. 
1989- mcdonald’s is listed on the frankfurt, munich, paris and tokyo stock 
exchanges.
1990- mcdonald’s opens in push kin square and gorky street, moscow.

1993- the first mcdonald’s at sea opens abroad the silja europe, the worlds
largest ferry sailing between stockholm and helsinki.
1994- restaurants open in bahrain, bulgaria, egypt, kuwait latvia, oman
new caledonia, trinidad and united arab emirates, bringing the total
to over 15,000 in 79 countries on 6 continents.
1996 - mcdonald’s opens in india- the 95 country. 
1997 - the first drive -thru restaurant at noida (up) 
1997 - the first disabled friendly store at noida (up)
1999 - the first mall location restaurant at ansal plaza - new delhi
2000- the first highway restaurant at mathura
2001 - the first thematic restaurant at connaught place
2002 - the first restaurant in a food court at 3c's, lajpat nagar and the first
restaurant at the delhi metro station at inter state bus terminus 
2003 - first cold kiosk – faridabad

2004 - trash segregation method installed at- east delhi mall, kaushambi, up
2004 - mcdonald's delivery service introduced 
2003 -04 mcaloo tikki, veg burger and pizza mcpuff are now being exported to
middle east countries.
2005 - 50th store opening – faridabad
2006- home delivery is mechanised
2007-mc donald store is introduced in Bhopal

History of mcdonald’s brand

Mac and dick mcdonald established mcdonald’s brand in 1940 by using their
surname. In 1962,when dick mcdonald’s sent kroc an illustration of the
mcdonald’s family crest, kroc had it added to the sign as a symbol of quality,
replacing speedee, the boyish chef character that the mcdonald’s brother had
develop to designate the speedee service system. When others insisted that the
crest was gaudy the search was on for a more stylist corporate symbol. Turner
fiddled with the logo, based on the veldt in the cadillac insignia, and schindler
used that to sketch a logo that pictured the slanted roofline of the store piercing
a line drawing of the golden arches in the form of an m. In 1968, the roofline
image was dropped and the mcdonald’s name was added to derive the current
logo. Since then logo has not undergone any major changes. The introductions
of the ronald mcdonald’s character later develop a human element in the
mcdonald’s brand, and provided an instant link with children.

Offering:
a brand is an offering from known source. Mcdonald’s carries many
associations in the minds of people. Hamburger, fun, children, fast food, golden
arches. These associations make up the brand image.
Mcdonald’s on six levels of meaning.

Attribute
a clean fast food brand which tastes the same any where you eat in the world.

Benefits
you don’t have to stay hungry for a long time. Mcdonald’s ready to eat
available.
Values
the world leader in fast food restaurants.

Culture
the brand represents culture of social gathering for families and groups.

Personality
the world leader, a giant m.

User
all kinds of consumers buy mcdonald’s products irrespective of age, sex all over
the world. One can see all types of personalities in the mcdonald’s restaurant.
Hamburger university
hamburger university is mcdonald’s worldwide management training center
located in oak brook, illinois. Designed exclusively to instruct personnel
employed by mcdonald’s corporation or employed by mcdonald’s independent
franchisees in the various aspects of the business. All training programs begin
with one essential ingredient: the basics of mcdonald’s operations.
Founded in 1961, hamburger university has come a long way since mcdonald’s
opened their first training facility in the basement of a mcdonald’s restaurants
in elk groove village, illinois since that time they have moved hamburger
university twice and watched the size of classes grow from an average size of
about 10 to more than 200 per class.
Today more than 65000 managers in mcdonald’s restaurants have graduated
from hamburger university, now located in a 130000 square foot, state of the
art facility on the mcdonald’s home office campus in oakbrook, illinois, with a
faculty of 30 resident professors.
Because of the mcdonald’s international scope, translators and electronic
equipment enable professors to teach and communicate in 22 languages at one
time. Mcdonald’s also manages ten international training centers, including
hamburger universities in england, japan, germany and australia.
Mcdonald’s marketing strategy worldwide. The first step in developing a
marketing strategy is to understand the customers, enabling reaction to their
changing needs and the dynamics of the market. To this end mcdonald’s
conduct several stages of in-depth customer research and audits of the
mcdonald’s brand. The research involving both quantitative and qualitative
research methods. This research tells them a lot about how mcdonald’s is
perceived and about trends that are taking place in the market. They also
conduct research into the local area of their restaurants, into the general
market environment, and into specific areas of their business, children for
example.
Mcdonald does also have a through understanding of their competition. They
consider 3 basic areas.

1. The total eating out market gives the broadest competitive context and
includes all restaurants, hotels, pubs, and any other outlet where people eat.

2. They also focus on the quick service restaurant sector. This includes all the
obvious competition and also fish and sandwich shops-any outlet where food is
served quickly.
3. The final sector that they focus on is defined as the burger house sector. This
looks at only at restaurants serving hamburgers including burger king, wimpy,
wendy’s and all independent burger bars. 

A useful way to gaining knowledge of all aspects of the competition is the

examination of the four p’s of the marketing mix: promotion, pricing, product,
and place.

 competitive promotion: before they communicate with their customers they

must be aware of what the competitors are communicating so that they can
create a beneficial difference between mcdonald’s and them.
 competitive pricing: being in touch with the pricing of their competitors
allows them to price their products correctly, balancing quality with value.
 competitive product: quick service restaurants are constantly expanding their
menus. This can be done on a short-term promotional basis or as a long term
expansion strategy.
 Mcdonald’s in India
India opened its doors to mcdonald’s in october 1996. Ever since, family
restaurants in mumbai, delhi, pune, ahmedabad, vadodara, ludhiana,
faridabad, doraha, manesar, gurgaon, jaipur and now recently new outlet was
launched in allahabad (civil lines) have processed to demonstrate, much to the
delight of all the customers, what the mc donald’s experience is all about.
Jatia and bakshi
mcdonald’s india is a joint venture company managed by indians. Mcdonald’s
usa, has expanded its presence in india via 2 joint venture companies-
connaught plaza restaurant and hardcastel restaurants manages operations
and expansions across north india (delhi, jaipur and punjab)-led by vikram
bakshi-and hardcastle restaurants, which is headed by amit jatia, manages
operations and expansion across western india (mumbai, pune, and gujarat)
focus on philosophy
“we take the burger business more seriously than anyone else.”
When mcdonald’s founder, ray kroc made that memorable statement, he was
letting the world in on the philosophy and secret behind mcdonald’s
phenomenal success.

Quality, service, cleanliness and value

it is an unflinching mcdonald’s ideology that the customer must always get
quality products, served quickly and with a smile, in a clean and pleasant
environment and all at a fair price.
“giving you qsc&v is top priority for us. All our products are prepared in the
cleanest of surroundings- incredible quality, impeccable service at affordable
prices.”
Mcdonald’s india’s expansion plans:
encouraged by the overwhelming response to the family restaurants,
mcdonald’s india has spread its wings. Currently, mcdonald's has 76
restaurants - 26 in delhi, 3 in gurgaon, 4 in noida, 3 in faridabad, 3 in
ghaziabad & 2 in jaipur, 2 in ludhiana, 1 each in chandigarh, meerut, lucknow,
kanpur, mathura and manesar on the delhi-jaipur highway, the national
highway no 1 in karnal, doraha and in jalandhar. In addition to this, there are
18 restaurants in mumbai, 3 in pune, 1 in vadodara and 1 in ahmedabad.
Mcdonald's also opened its doors to south india with its first restaurant in
bangalore in oct. 2004.
They have already invested 450 crores since their arrivals in india in1996. Out
of its total planned invested of rs 850 crores till 2003.

With its india operation showing signs of success, the united state food chain
mcdonald’s corporation has sought its pound of flesh. The global food chain
major has claimed initial franchise fee of $45000 and five percent royalty fee of
the gross sales from its operation in india.

Mcdonald’s india pvt ltd has moved an application to the government seeking
permission for payment and remittance of the initial franchise fee and royalty to
mcdonald’s corporation.
The permission has been sought on two condition: mcdonald’s india would pay
an initial franchise fee of $45000 on each of the mcdonald’s restaurants
already franchised or to be franchised, in the future, in india, and a royalty
equal to five percent of the gross sales from the operations of all its indian
restaurants on a monthly basis to mcdonald’s international.
The company hopes to break even in 2003. They currently serve around 3
million customers a day and hope to grow at the rate 50% to 70% a year.

Respect for local culture

mcdonald’s india has developed a special menu with vegetarian selection to

suite indian tastes and preferences.

Mcdonald’s does not offer any beef or pork items in india. Only the freshest
chicken, fish and vegetable products find their way into our indian restaurants.

In addition, they have re-formulated some of their products using spices

favored by indians. Among these are mcveggie burger, mcaloo tikki burger, veg
pizza, mcpuff and chicken mcgrill. They have also created eggless sandwich
sauces for their vegetarian customers. Even the soft serves and mcshakes are
eggless, offering a larger variety to the vegetarian customers. Moreover, the
mayonnaise used as a topping in burgers in india, is completely vegetarian.

Vegetarian products are prepared separately, using dedicated equipment and

utensils. Employees in the vegetarian and non vegetarian sections of the
restaurants can be identified by the different coloured aprons that they wear.
This separation of vegetarian and non vegetarian food products is maintained
throughout the various stages of procurement from the suppliers, cooking and
serving.

Controversies in india
The french fries issue:
on may 4 2001, the outcry over the alleged use of beef flavoring in the
preparation of french fries by mcdonald’s led to attacks on two outlets in
mumbai and thane. Within hours of the story breaking that mcdonald’s in the us
had been using oil with a beef extract for cooking its fries the burger giants’
indian operation knew it had crises on its hands.

Amit jatia and his staff huddled together with pr specialization from corporate
voice shan wick, ad man from mudra ddb, corporate affairs and legal experts.
Police security for all outlets was first red alerted. Then, posters were made
from office printers with the headline “100 percent vegetarian french fries in
mcdonald’s india”. Below this were various bullets of information such as: “no
flavors with animal products/extracts are used for preparing any vegetarian
products in india.” The posters were plastered over all the big m outlets.
The main imperative was to supply proof. On the day story broke in india,
mcdonald’s submitted samples of the fries to leading laboratories in pune and
mumbai, such as the council of fairs business practices, as well as delhi’s
central food and technical research institute. Tests were quickly done by the
bmc (bombay municipal corporation) and fda and local political parties. It took
a week but results were clear no beef or meat in the oil or products- which were
rapidly passed to the press. The results were also posted in the various outlets
and put as inserts in the daily papers in sensitive areas like bombay’s vile parle,
charni road and thane district.

All these marketing effort helped the big mac to avert the crises and regain the
confidence of the customers. For a few days after the news, the sales dropped
drastically, but now, the outlets are back to their usual footfalls and french fries
remain the most favorite and most selling product of mcdonald’s in india. 

Trans fatty acid

A bit of a problem because fatty acids and saturated fats in a high amount
cause health problems such as artery clogging and related diseases. Although
yet to make profits, the global food chain serves an exciting new combo for
indian palates.
The marketing mix and market research
having identified its key audiences a company has to ensure a marketing mix is
created those appeals specifically to those people.
The marketing mix is a term used to describe the four main marketing tools
(4ps):
using detailed information about its customers, mcdonald's marketing
department can determine:

1. What products are well received?

2. What prices consumers are willing to pay?
3. What tv programmes, newspapers and advertising consumers read or view?
4. What restaurants are visited?
Market research is the format which enables mcdonald's to identify this key
information. Accurate research is essential in creating the right mix to win
customer loyalty.
In all its markets mcdonald's faces competition from other businesses.
Additionally, economic, legal and technological changes, social factors, the
retail environment and many other elements affect mcdonald's success in the
market.
Market research identifies these factors and anticipates how they will affect
people's willingness to buy. As the economy and social attitudes change, so do
buying patterns. Mcdonald's needs to identify whether the number of target
customers is growing or shrinking and whether their buying habits will change
in the future.
Market research considers everything that affects buying decisions. These
buying decisions can often be affected by wider factors than just the product
itself. Psychological factors are important, e.g. What image does the product
give or how the consumer feels when purchasing it.
These additional psychological factors are significantly important to the
customer. They can be even more important than the products' physical
benefits.
Through marketing, mcdonald's establishes a prominent position in the minds
of customers. This is known as branding.
Meeting the needs of key audiences
there are a limited number of customers in the market. To build long-term
business it is essential to retain people once they have become customers.
Customers are not all the same. Market research identifies different types of
customers. For example:

a parent with two children might visit. Visits mcdonald’s to give the children a
treat. 
The children want to visit mcdonald’s. As it is a fun place to eat.
A business customer visit mcdonald’s during the work day. As service is quick,
the food tastes great and can be eaten in the car, without affecting a busy
schedule.
Teenagers visit mcdonald’s the menu is affordable, and there is internet access
in some restaurants.
These examples represent just a few of mcdonald's possible customer profiles.
Each has different reasons for coming to mcdonald's.
Using this type of information mcdonald's can tailor communication to the
needs of specific groups. It is their needs that determine the type of products
and services offered, prices charged, promotions created and where restaurants
are located.
To meet the needs of the key market it is important to analyse the internal
marketing strengths of the organisation. Strengths and weaknesses must be
identified, so that a marketing strategy which is right for the business can be
decided upon.

The analysis will include the:

 company's products and how appropriate they are for the future.
 quality of employees and how well trained they are to offer the best service to
customers.
 systems and how well they function in providing customer satisfaction e.g.
Marketing databases and restaurant systems.
 financial resources available for marketing. 
 once the strengths and weaknesses are determined, they are combined with
the opportunities and threats in the market place. This is known as
swot analysis (strengths, weaknesses, opportunities, and threats).
The business can then determine what it needs to do in order to increase its
chances of marketing successfully.

Strenghths (internal) weaknesses (internal)

e.g. The brand and the detailed market research to create the right marketing
mix. Mcdonald’s has been around for a long time. (therefore important to keep
innovating).
Oppurtunities(external) threats(external)
e.g. Increasing numbers of customers looking for food that is served in a quick
and friendly way. New competitors. Changing customer lifestyles
Marketing objective

A marketing plan must be created to meet clear objectives. Objectives guide

marketing actions and are used to measure how well a plan is working.
These can be related to market share, sales, and goals, reaching the target
audience and creating awareness in the marketplace. The objectives
communicate what marketers want to achieve.
Long-term objectives are broken down into shorter-term measurable targets,
which mcdonald's uses as milestones along the way. Results can be analyzed
regularly to see whether objectives are being met. This type of feedback allows
the company to change plans. It gives flexibility.
Once marketing objectives are set the next stage is to define how they will be
achieved. The marketing strategy is the statement of how objectives will be
delivered. It explains what marketing actions and resources will be used and
how they will work together.

Mcdonald’s product

Mcdonald’s concentrated on studying the indian culture, its value-systems and

its influence in food consumption decision making. It found that although a
substantial proportion of the populations were non-vegetarians, they stuck to
mostly fish, mutton and chicken. Muslim took beef but though pig meat to be
dirty; hindus preferred neither beef nor pork; christian took both beef and pork.
Mcdonald’s decided, for the first time in their business history, to drop ham and
beef burger from their menu. Two years back, they even excluded mutton
burgers from their offerings.
Mcdonald’s developed a menu especially for indian with vegetarian selection to
suite indian taste. It introduced products like mctikki aloo for the punjabi taste
buds. Mcdonald’s has also re-engineered its operation to address the special
requirements of a vegetarian menu. The cheese and cold sauces used in india is
100 % vegetarian. 
Mcdonald’s are committed for giving customers wholesome, healthy, and
delicious food. They ensure that the cooking area as well as cooking equipment
for vegetarian products is visibly segregated from the non vegetarian sections.
What’s more- their crew members cooking vegetarian food items are
identifiable by their green aprons.
In a survey conducted by the restaurateur, it was found that the vegetarian
menu was more popular than the non-vegetarian ones, (see figure below), with
french fries being the most sought after.
Favorite product
popularity of veg burger and non veg in mcdonald’s
veg menu
mcveggie
breaded fried vegetable patty consists of peas, carrots, green, beans, red
capsicum, potatoes, onions, rice and seasoning. The burger also includes
lettuce, egg less mayonnaise in a toasted sesame seed bun.
Mcaloo tikki
fried breaded potato and peas patty that is flavored with a special spice mix,
fresh tomato slices, onion, and veg tomato mayonnaise between toasted buns.
Paneer salsa wrap
a traditional mexican soft flat bread that envelops crispy golden brown cottage
cheese encrusted with a mexican cajun coating, and a salads mix of iceberg
lettuce, carrot, red cabbage and celery, served with egg less mayonnaise, tangy
mexican salsa sauce and cheddar cheese.
Crispy Chinese

a crispy patty that is seasoned with oriental flavors, topped with a creamy
vegetarian schezwan sauce and crunchy sauce iceberg lettuce and served
between two fresh buns.
Pizza mcpuff
mixed vegetables (carrot, beans, capsicum, onion and green peas), mozzarella
cheese mixed with tomato sauce and spice blend coated with a savory dough
veg mc curry pan 
(broccoli n mushroom)
a rich béchamel eggless sauce mixed with exotic vegetables like broccoli, baby
corn, mushroom, red capsicum and freshly baked on rectangular spiced bread
with a cheese topping.
Non veg menu
chicken maharaja mac
two grilled chicken patties with a smoke flavored mayonnaise, fresh onions,
tomatoes, processed cheddar cheese in a toasted sesame seeded bun.
Mcchicken
specially seasoned, breaded and fried chicken patty, with lettuce, veg
mayonnaise and toasted sesame seed bun.
Filet-o-fish
fried, breaded fillet of fish, with a half slice of processed cheddar cheese,
special tartar sauce served between steamed buns.

Chicken mexican wrap

a traditional mexican soft flat bread that envelops crispy golden brown chicken
encrusted with a mexican cajun coating, and a salad mix of iceberg lettuce,
carrot, red cabbage and celery with eggless mayonnaise, tangy mexican salsa
sauce and cheddar cheese.
Chicken mcgrill
grilled chicken patty flavored with mint mayonnaise, and dressed with fresh
onions and tomatoes in a toasted bun.
Chicken mccurry pan 
(chicken ‘n’ tomato)
a blend of italian tomato curry sauce tempered with thyme, basil and oregano
mixed with chicken and capsicum, freshly baked on rectangular spiced bread
and topped with cheese.

Veg and non veg product

mcdonald’s world famous french fries are produced only from the best quality
potatoes. These potatoes are cut, blanched and processed lines to ensure
maximum retention of nutrients. These fries are cooked at the plant and our
restaurants in 100% vegetable cooking oil. The only thing they add to fries is
salt.
Potato wedges
their new potato wedges are produced only from the best quality potatoes.
These potatoes are cut, blanched and processed on state of the art processing
lines to ensure maximum retention of nutrients. They are cooked at plant and
our restaurant in 100% vegetable cooking oil.

Beverages
Frozen deserts
Meal:
at mcdonald’s they continually review and improve their menu offering to make
sure that not only do they meet their customer’s expectation, but they also
exceed them. As a result, they have introduced a series of ongoing value options
to suite their customer’s different needs.

Value meal:
value meals consist of a burger; fries and a drink are available in 3 sizes.

Small value meal medium value meal large value meal

burger burger burger

+++
potato wedges medium fries large fries

+++

small drink medium drink large drink

we can also substitute the drink in tour value meal with a mc shakes, coffee, tea,
hit chocolate, vanilla coke, ice tea or cold coffee by paying the difference.

Happy meal:
a happy meal consists of a burger + small drink + toy. You can also substitute
the small drink in the happy meal with a small mcshakes by paying the
difference.

Family value meal: value for money combination for the entire family.
Pick any 2 of these (mcveggie, filet-o-fish, mcchicken)

choose a happy meal (mcaloo tikki or chicken mcgrill+ regular coke+toy)

+

get 2 small fries

+
add 2 regular cokes

home delivery
11:00 am to 11:00 pm
Mcdonald’s india is one of the few countries that provide a home delivery
service. In western india, this service is currently available at select localities.
However, they do plan to extend this service to all restaurants.
All we have to do is dial our telephone number - 6600 0666 (pune residents
please prefix 9522) and place the order. There is no restriction on the minimum
order for home delivery; however there is a fee of rs 15 per order as delivery
charges, irrespective of the size of the order. The restaurants will deliver to
neighbourhoods which are up to 10 minutes away by road. The reason for this
limit being that we need to ensure that they do not compromise on the quality of
their food. The mapping of the delivery area is such that even during peak
hours our customers receive food that is hot and fresh.

Price
The customer's perception of value is an important determinant of the price
charged. Customers draw their own mental picture of what a product is worth.
A product is more than a physical item; it also has psychological connotations
for the customer.
The danger of using low price as a marketing tool is that the customer may feel
that quality is being compromised. It is important when deciding on price to be
fully aware of the brand and its integrity. A further consequence of price
reduction is that competitors match prices resulting in no extra demand. This
means the profit margin has been reduced without increasing sales.
Physical evidence:
the physical evidence factor of all the mcdonalds centers are the signboards,
golden arches, buildings, interiors, colours combination of yellow and red,
clean facilities, visible food preparation section etc. The site shown in the
picture is 52 years-old and is the oldest in the worldwide chain of 20000
restaurants and the last one with red-and-white stripped tile exterior. After
opening in 1953, it immediately became the standard for the fast food
franchises across the country. The building and its 60-foot high neon sign with
“speedee the chef” are eligible for listing on the national register of historic.

Promotions

The promotions aspect of the marketing mix covers all types of marketing
communications. The methods include advertising, sometimes known as 'above
the line' activity. Advertising is conducted on tv, radio, cinema, online, poster
sites and in the press (newspapers, magazines).
What distinguishes advertising from other marketing communications is that
media owners are paid before the advertiser can take space in the medium.
Other promotional methods include sales promotions, point of sale display,
merchandising, direct mail, telemarketing, exhibitions, seminars, loyalty
schemes, door drops, demonstrations, etc.
The skill in marketing communications is to develop a campaign which uses
several of these methods in a way that provides the most effective results. For
example, tv advertising makes people aware of a food item and press
advertising provides more detail. This may be supported by in store promotions
to get people to try the product and a collectable promotional device to
encourage them to keep buying the item. It is imperative that the messages
communicated support each other and do not confuse customers. A thorough
understanding of what the brand represents is the key to a consistent message.
The purpose of most marketing communications is to move the target audience
to some type of action. This may be to: buy the product, visit a restaurant,
recommend the choice to a friend or increase purchase of the menu item.
Key objectives of advertising are to make people aware of an item, feel positive
about it and remember it. The more mcdonald's knows about the people it is
serving the more it is able to communicate messages which appeal to them.
Messages should gain customers' attention and keep their interest. The next
stage is to get them to want what is offered. Showing the benefits which they
will obtain by taking action, is usually sufficient. The right messages must be
targeted at the right audience, using the right media.

Effective communication
for example, to reach a single professional woman with income above a certain
level, it may be better to take an advertisement in cosmopolitan than woman's
own. To advertise to mothers with children, it may be more effective to take
advertising space in cinemas during disney films. The right media depends on
who the viewers, readers or listeners are and how closely they resemble the
target audience.
The media magic
“you deserve a break today, so get up and get away- to mcdonald’s”
the above break commercial was one of the initial commercial themes adopted
by mcdonald’s united state which became the best known commercial song on
television and, in fact, the most identifiable advertising themes of all time.

Needham was one of the first advertising agencies of mcdonald’s which made
many revolutionary advertisements for the company. Needhams advertising
formula became know in mcdonald’s as “food, folks, and fun” and it remains
the backbone of all the chain’s advertising campaigns.

Mcdonald’s is now, one of the world’s mightiest consumer marketers. Its brand
valuation is $25 billion, making the ninth most valuable brand in the world. 

Why mudra in india?

Ddb needham and leo burnett are the advertising agencies of mcdonald’s are
worldwide. Hence, when they came to india, the subsidiary of both the
companies pitched for the account and ‘mudra’ the indian partner of ddb
needham got the account. Since the very beginning mudra has been the
advertising agency of mcdonald’s india.

The mudra team meets up with mcdonald’s marketing team on a regular basis
and they have a debate and discussion on the new strategies to be adopted.

Mcdonald’s uses various medias like television, hoardings and bus shelters.
They are almost out of print ads. Mcdonald’s also sponsor many television
programmers like kaun banega crorepati, children shows etc.

Even the paper mats on the trays at the mcdonald’s are designed as per the
ongoing marketing strategy of mcdonald’s. For e.g.: during the french fries
issues, all their paper mats had description of the burgers, how the vegetarian
products are made etc, to regain the confidence of the customers. The placing
of the pamphlets, banners in and around the outlets is decided upon by the area
sales manager and the operations manager, in co-ordination with the
restaurant manager. For e.g. : currently they have the bugs life theme going on
wherein they give free bugs life toys with the happy meal. All the outlets are
decorated with the pictures of the toys and even the paper mats have pictures of
the toys on them. The hoardings around the outlets carry the same theme.

Under the recent research conduct by mcdonald’s they found that the
consumers would have a clear remembrance of the 80-20 board. This board
also helps give a feel of the product before it is purchased. 
The aim is to make things easier for the customer to understand what the 39,
49, 59, 79, 89 rupee option are. And of course it is easier for mcdonald’s also
to give back one rupee change so that the service can be quick.
Sales promotion, marketing, and merchandising
 enhance the mcdonald’s image of quality, service, cleanliness and value
globally in via heavy media advertising and in-store merchandise promotions
funded with fees tied to a percent of sales revenues at each restaurants.
 using freebies, soft toys, key chains, etc to attract kids.
 they ideally make use of the fad in the market to attract consumers. They
often have tie ups with movie and television cartoon character.
 continue to use value pricing and extra value meals to build customers
traffic.
 use ronald mcdonald’s to create greater brand awareness among children,
and the “mc” prefix to reinforce the connection of menu items and
mcdonald’s”.
Marketing strategy of mcdonald’s in india

mcdonald’s growth strategy is based on the three elements

stage 1: building the brand

stage 2: awareness of the products

stage 3: gunning for market share

stage 4: building the brand

the stage fright advertisement (we make you smile!)

The initial marketing strategy was focused on the brand name in india.
Mcdonald’s wanted to bring an awareness of its presence, of the arrival of
mcdonald’s in india. Hence, even thought it had presence only in 2 cities, delhi
and mumbai, it still went in for nationwide advertising.
The first advertisement of the mcdonald’s in india was of a child getting tensed
in a fancy dress competition and forgetting his lines. His father then takes him
to mcdonald’s where he forgets all his fears and gives a brilliant performance
appreciated by all in the restaurant. Every child in india could relate itself to
the advertisement and it gave the parents the idea that if their child were
unhappy, taking him to mcdonald’s would definitely bring a smile to his face.

When vikram bakshi was asked how did the idea for the first advertisement
come up, his reply was:

the idea came from the experiences of what we saw happening at the
restaurants. I think one of the things that recent research has shown is that 69
percent of the kids prefer us. That kind of response is overwhelming! We have
seen over a period of time that some of the things we set out to do in 1997-98
are paying off now. Really the kids are very happy to be here. They find it a
hassle free experience. Nobody to say, “sit down!” Or “don’t move!” He is no
longer told that if he runs around he will bang into someone and spill things
over. He doesn’t encounter adults all the time like does in specialty restaurants
waiters who are in their thirties and forties, with faces which say, “keep out of
my way” what he sees when he comes into mcdonald’s that is a place that is
brightly lit there are no dark corners that he needs to be scared of the people
working here are all young. He can walk up to the counter and for whatever he
wants, someone will talk to him, take him seriously, look after him ask him
question. 
He has a play area where he can run around. And clearly even parents come in
with their children here. I have seen many instances where parents are also
enjoying themselves. 

There was this lady i met and she asked me, “what is this that you do to
children?” So i said,” what do we do meaning?” She said, “my two year old
recognizes mcdonald’s. When i took her to wimpy’s the other day she refused to
enter the place, saying it was not mcdonald’s.”

Stage 2: awareness of the product

mcdonald’s then felt that it needed to highlight its product along with the
experience. Hence, came the series of advertisements highlighted on the
products and new launches of mcdonald’s. Mcdonald’s wanted the customer to
know that they have something for everybody, be it children or adult,
vegetarian or non- vegetarian. The advertisements in these series were:

 the sleeping couple: in the sleeping couple advertisement the husband is

shown dreaming about the various products of mcdonald’s. Anyone watching
the advertisement felt like going to mcdonald’s right away.
 the police and thief: the thief is on a run from the police but makes a stop at
mcdonald’s to have the new mc pizza puff and the chicken mcgrill.
 the barber and the customer: the customer is getting himself shaved when he
hears about the launch of mc pizza puff and chicken mcgrill, and runs to the
nearest mcdonald’s half shaved.
 the runaway bridegroom: a couple is getting married when the bridegroom
runs away in the middle of the marriage to have the new mc pizza puff and the
chicken mcgrill and the whole family follows him.
 veg surprise: the latest commercial, around 3 of them, are focused on the
launch of the new veg surprise for rs.17 only with the punch line “yakein hi
nahin hota”

stage 3: gunning for market share

the latest advertisements of mcdonald’s are a transition from the first strategy
in the initial advertisements; mcdonald’s was attempting to build a relationship
with the customers. But now the advertisements portray that the relationship
has already been established. It’s got the mind share, and its now gunning for
market share.

The add campaigns are trying to portray mcdonald’s as a constant companion,

which makes people feel special. The recent commercial highlighted the bond
that mcdonald’s shares with people. It shows a child is once again reassured.

Stage shifting sleeping traffic others none

fright house couple policeman

the recent ad campaign is targeting the indian father, as he is still looked upon
as a decision maker. The new positioning: mcdonald’s is a special place where
caring dads take their families to give them a great time. So it’s a clear
positioning as a family restaurant. “we are positioning ourselves as the
welcoming and affordable family restaurant committed to values of quality, fun
and excitement. It is also a restaurant which makes you feel special and makes
you smile” says amit jatia.
Miscellaneous advertisements
there were many advertisements made by mcdonald’s emphasizing on the
schemes, the prices and various other aspects. Some of them were:

 the ‘itch karo’ schemes: this advertisement was to promote the scheme of mc
donald’s where in you could win prizes right from a small cadbury to a
television and bike.
 soft serve cone: there were many advertisements focusing on the rs.7 soft
serve cone. One of them was of a traffic policeman who gets tired of directing
the customers to the mc donald’s outlet? This advertisement if of the most liked
and remembered advertisements of mc donald’s.
 happy meal: there are various advertisements relayed during children
programmes on the television and also children channels emphasizing on the
happy meals and the toys you get with them.
Place, process and distribution

in setting up its operating system, mcdonald' displayed no particular genius just

tenacity to survive today, all fast food chains build central organization to
develop standards of operation and train the licensees to meet them. They must
be responsible for picking supplier and setting specifications on all food
products. And finally, they must monitor the system to determine that the
franchisees are following standards and that the suppliers are meeting product
specification. As logical and basic as that the sounds, it was a revolutionary
concept in food franchising when mcdonalds took that approach in the 1950s.

In fact, mcdonald’s greatest impact on american business is in the areas that

consumers do not see. In their search for improvement, mcdonald’s operations
specialist moved back down the food and equipment supply chain. They change
the way farmers grow potatoes and the way companies process them. They
altered the way ranchers raised beef and the way the meet industry makes the
final product. They invented the most efficient cooking equipment and
pioneered new methods of food packaging and distribution.

The mcdonalds in india followed the same tradition. Long before the first
maharaja mac was served up, mcdonalds was here in india, setting up the
elaborate cold chain that supplies all the restaurants in the country. It took six
years from 1991 when the work started, until the system was in place. “we
spent rs.50 crore- even before the first restaurants were set up in 1996,” amit
jatia confesses.

The supply chain overvies

Did you know that every year, rs. 50000 crore worth of food produce is wasted
in india? This is mainly because of the lack of proper infrastructure for storage
and transportation under controlled conditions. The supply chain age and
transportation under controlled conditions. Mcdonald’s is committed to
providing quality products while supporting other indian businesses. And also,
they spent a few years setting up unique supply chain, even before they opened
their first restaurant in india.

A supply chain is a network of facilities including – material flow from supplier

and their “upstream” suppliers at all levels, transformation of materials into
semi-finished and finished products, and distribution of products to customers
and their “downstream” customers at all levels.

When there is a balance in the finished product ordering, the supply chain
operates at its best. Any major fluctuation in the product ordering pattern
causes excess/ fluctuating inventories, shortages / stock outs, longer lead times,
higher transportation and manufacturing costs, and mistrust between supply
chain partners. This is called the bullwhip effect.

The supply chain objectives are assured supply, low cost and safe and
consistent quality. During 1990, when they first set out to their infrastructure,
they found that the cold chain system was non existent. There were only 200
refrigerated trucks across the country and they were few cold storages. The
cold storages were prilimarily used by the ice cream sector and they were of
very poor quality. The cold chain system set up involved the transfer of
technology from mcdonald’s in the us and its international partners. The
standards also strictly adhere to indian government regulations on food, health
and hygiene.
Currently, mcdonald’s distribution centers (dcs) are in touch with all the
suppliers through electronics interconnectivity (e-mail). The supply chain
converts the 15- day’s lead-time from the suppliers to a one day ordering lead-
time for the restaurant.
The products are picked up in temperature-controlled vehicles by a third-party
logistics company a delivered at the dsc. The dsc then supply to restaurants on
a need-basis. All products go through the quality control checks before
reaching the customer.

According to hardcastle restaurants national supply chain product manager

mr. Saravanan: “traditionally, any supply chain functions through suppliers,
stockiest, distributors, primary wholesalers, secondary wholesalers and
retailers. However, at mcdonald’s india, the supply chain involves only
producers, distributors and retailers.”

Cold chain:
the cold chain is necessary to maintain the integrity of food products and retain
their freshness and nutritional value. The cold chain is an integral part of the
supply chain.

Setting up the cold chain has involved the transfer of state of the art food
processing technology by mcdonald’s and its international suppliers to
pioneering indian entrepreneurs, who have now become an integral part of the
cold chain.

The term cold chain describes the network for the procurement, warehousing
transportation and retailing of food products to be used controlled temperature.
Mcdonald’s restaurants store products to be used on a daily basis, within a
temperature range of 18c to 4c. About 52% of our products need to be stored
under these conditions before they are used

the mcdonald’s supply chain

after they receive the stock from the suppliers, they implement on planning for
material requirement as per the demand from the mcdonald’s restaurants sand
send orders to suppliers. A similar copy of the order is also sent for advanced
intimation to be made to the third party logistics company. Air freight ltd. The
dc will consider stock in hand, present consumption, shelf life of the products,
truck capacity and lead time. Meanwhile, suppliers produce and keep products
ready as per the demand from the dc.

Mcdonald’s post harvest facilities include a cold chain consisting of a

vacuumed pre- cooling room to remove field heat, a large cold room and a
refrigerator van for transportation where the temperature and there relative
humidity of this crop is maintained between 1degree celsius and 4degree celsius
and 95 percent, respectively. Vegetables are stocked in the pre-cooling room
within half an hour of harvesting. The pre-cooling room ensures rapid cooling
and cold room to two degrees celsius within 90 minutes. The pack house, pre-
cooling cold room are located at the farms itself, ensuring no delay between
harvesting, pre-cooling, packaging and cold storage. Thus, zero percent
spoilage and freshness are being maintained.

Mcdonald’s india sources food products through 45 different suppliers and 10

key local companies. The key local suppliers include: vista processed food
(vpd), trikaya agriculture, dynamix dairy industries, radhakrishna food land,
cremica, shah bettor and sons, global green company and bector foods.

Another striking factor of mcdonald’s is that it never has any written contracts
with the suppliers. The relationship is only based on the trust. The mcdonald’s
team help the suppliers develop, and hence they assured that mcdonald’s will
stick to them through thick and thin.
The wisdom of local sourcing

mcdonald's has always been committed to sourcing its requirements from local
suppliers and farmers. This assurance is rooted in the philosophy of our
company's founder, ray kroc. He firmly believed in mutual benefits arising from
a partnership between mcdonald's and the local businesses, thus ensuring that
mcdonald's commitment to growth was mirrored by that of its partners.
In keeping with this belief, we have carefully identified local indian businesses
that take pride in satisfying customers by presenting them with the highest
quality products. Adherence to indian government regulations on food, health
and hygiene were a top priority.
Mcdonald's india today purchases more than 96% of its products and supplies
from indian suppliers. Even our restaurants are constructed using local
architects, contractors, labour and maximum local content in materials.
The relationship between mcdonald’s and its indian suppliers is mutually
beneficial. As mcdonald’s expands in india, the supplier gets the opportunity to
expand his business, have access to the latest in food technology, and get
exposure to advanced agricultural practices and the ability to grow or to
export.
Vital links in our cold chain
all suppliers adhere to indian government regulations on food, health and
hygiene while continuously maintaining mcdonald's recognised standards. As
the ingredients move from farms to processing plants to the restaurant,
mcdonald's quality inspection programme (qip) carries out quality checks at
over 20 different points in the cold chain system. Setting up of the cold chain
has also enabled us to cut down on operational wastage
hazard analysis critical control point (haccp) is a systematic approach to food
safety that emphasizes prevention of illness or presence of microbiological data
within our supplier’s facilities and our restaurants rather than its detection
through inspection. Based on haccp guidelines, control points and critical
control points for all mcdonald's major food processing plants and restaurants
in india have been identified. The haccp verification is done at least twice in a
year and certified.
Mechanism of each supplier

amrit food - supplier of long life uht milk and milk products for frozen desserts
amrit food, an iso 9000 company, which manufactures widely popular brands -
gagan milk and nandan ghee at its factory at ghaziabad, uttar pradesh has:
 state-of-the-art fully automatic machinery requiring no human contact with
product, for total hygiene. 
 installed capacity of 6000 litres / hour for producing homogenized uht (ultra
high temperature) processed milk and milk products. 
 strict quality control supported by a fully equipped quality control
laboratory. 
Radhakrishna foodland - distribution centre 
an integral part of the radhakrishna group, foodland specializes in handling
large volumes, providing the entire range of services including procurement,
quality inspection, storage, inventory management, deliveries, data collection,
recording and reporting. Salient strengths are:

 a one-stop shop for all distribution management services. 

 dry and cold storage facility to store and transport perishable products at
temperatures up to - 22 degrees celsius. 
 effective process control for minimum distribution cost.
Trikaya agriculture- supplier of iceberg lettuce 
which is an intrinsic part of the cold chain and supplies fresh lettuce to
mcdonald’s at the rate of 300 metric tonne per annum. The farm has the total
capacity to produce 1000 metric tonne, per annum.
According to trikaya agriculture pvt ltd farm manager mr. M e gouda;
“initially, lettuce could only be grown during the winters. With mcdonald
partnership, trikaya is now able to grow the crop all round the year.” Their
farm infrastructure features: 
 a specialized nursery with a term of agricultural experts.
 drip and sprinkler irrigation in raised farm beds with fertilizers mixing 
plant.
 pre-cooling room and a large cold room for post harvest handling.
 refrigerated truck for transportation.
India, now supplies lettuce to five star hotels, flight kitchens, clubs and offshore
catering companies. And it will soon be exporting to international markets,
especially to mcdonald asia pacific and middle east operations.

Dynamix diary- supplier of cheese

in some cases, the indian suppliers had the technology but no market for the
products they produced. For example, dynamix diary through its relationship
with mcdonald’s was introduced to a large consumer to supply milk case in and
other milk derivatives. The two companies entered into a business relationship
resulting in an initial export order of approximately us$ 12 million per year
with the potential to increase.
After the food products are processes at their respective companies, they are
received and stocked at the mcdonald’s distribution partner- the rs.80 crore
radhakrishna food land ltd to ensure that all mcdonald’s restaurants are
supplied without interruption.

Dynamix has brought immense benefits to farmers in baramati, maharashtra by

setting up a network of milk collection centers 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 humanized baby food. 
 stringent quality control measures and continuous research & development.
The company however failed with potato farming, despite spending $10 million
in uttar pradesh. But it claims that by 2004, mcdonalds will source potato from
india for french fries. “with all 80 restaurants in place, we expect our
consumption of french fries to be 10000 metric tones and then it makes
economics sense to grow processed grade potatoes in india,” says jatia.
However. The newly introduced potato wedges are being made from potatoes. 

Long wrong bad other no

queues order music problems problems
problem faced in the visit to mcdonald’s
some reaction of the customers to continuous surveys are given below:
vista processed foods pvt. Ltd. - supplier of chicken and vegetable 
range of products 

based in taloja, maharashtra, with technical and financial support extended by

osi industries inc, us, and mcdonald’s corporation inc, us- operates
infrastructure and support services. It supplies vegetable patties, chicken
patties, pies and pizza puff at the rate of 30 metric tonne per month to
mcdonald’s india.

Mcdonald’s vegetable and chicken patties are processed through the latest food
processing technological plant at vista has installed hi-tech equipment for the
purpose of deboning, blending, coating, passing the patties through the stern
breading machine, frying and freezing.
Vista’s pie line has the sophisticated, computerized rondosheeter (the machine
where processing takes place) in operation, which includes hi-tech
refrigeration plants for the manufacturing of frozen foods at temperature as low
as minus 35 degrees
in short

ingredient
supplier

cheese
dynamix dairy industries, pune

dehydrated onions
jain foods, jalgaon

iceberg lettuce
trikaya agriculture, pune mina agritech, new delhi, ooty farms and orchids,
ooty vista foods, taloja kirten foods, taloja

chicken patty
vista foods, taloja

vegetable patty, veg nuggests, pineapple pie, apple pie

kirten foods, taloja

chicken dress
river dale, talegaon

buns `
cremica industries, phillaur

egg less mayonnaise

quaker cremica pvt ltd, phillaur, punjab

sesame seeds
ghaziabad

fish fillet patties

amalgam foods ltd, kochi

vegetable for patties

finns frozen foods, nasik jain foods, jalgaon 

mutton and mutton patties

al-kabeer, hyderabad

people
we value you, your growth and your contributions.
Mcdonald’s people promise
opportunity: work at mcdonald’s means opportunity. Many of their corporate
employees started as members of a restaurant crew. They include president and
ceo charlie bell; claire babrowski, corporate senior executive vice president
and chief restaurants operation officers, and mats lederhausen, managing
director, mcdonald’s ventures. Vice chairman jim skinner started as a
restaurant manager trainee. Their commitment to opportunity includes support
for their employee’s education.
Mcdonald’s corporation, usa, had undertaken effort to promote itself “as an
equal opportunity employer, ensuring that employees and job applicants are
selected, trained, promoted and treated on the basis of their relevant skills,
talents and performance and without reference to race, colour, nationality,
ethnic origin, gender, sexual orientation, marital status, age, or disability”.
They have put in place a diversity policy, which seeks to:
 promote and sustain a working environment
 regards all of its employees as member of a team where everyone’s opinion is
valued and everyone is regarded as equal in status and must always be treated
with respect
 the person responsible for this policy is the human resources and training
director, but it is the responsibility of all employees, particularly managers and
area management, to challenge questionable behavior and practices
 the human resources department monitors the effectiveness of the policy at
regular intervals and takes corrective action as necessary to ensure that it is
being complied with
 employees who feel that they have been unfairly treated in any way regarding
this policy are encouraged to use the remedies outlined in the company’s
handbooks.
Mcdonalds india was challenge to replicate the same policy in india. It sought
to provide quality employment and long-term careers to the indian people. The
average mcdonalds restaurants employees more than 100 people in 25 different
positions- from cashier to restaurant manager. There are close to 2000
employees currently in mumbai and delhi.
 manpower planning: the scheduling manager is in charge of the manpower
planning in the outlet. They have full timers who work for 9 hours and part
timers who work for 3-4 hours. If they expect more customers (during holidays
etc) then more part timers are recruited.
 recruitment: done by reference of the employees in the outlet or other outlets.
 organization and salary structure:
 training and development: mcdonald’s world class training inputs have been
implanted in india. Training is a continues process at the mcdonalds. It is the
responsibility of the training squad to train the other employees. The training
squad maintains logs of the employees, which clearly states that which
employees are to be trained, and on what station.
 the 3/30 plan: according to this plan, the training squad has to train 3 people
on three different stations in a month. One employee is trained on one station,
say the vegetarian station for 10 days, and then for the non-vegetarian station
for the next 10 days and so on. This is done till the employees become proficient
on the station and its capable of handling the station on his own.
Performance appraisal:
every employee joins in as a trainee crew where he is given the green badge.
After a period of 3 months, the employees are checked for the health safety,
cleanliness and sanitation after which he is given the yellow badge. After
receiving the yellow badge, there are 5 station that the employees has to be
proficient in:

1. Backroom cleaning: this includes mopping the floors. Clearing the tables,
maintenance of the machines etc.
2. Fried products: this involves frying of the french fries, pizza puff etc. To the
right degree.
3. Buns, dress and grill (bdg): this includes grilling the buns and dressing them
properly. There is a time limit given to perform every function and the
employees have to perform it efficiently, with minimum wastages.
4. Counter: the last station is of the counter handling. The employee should be
able to converse with the customers courteously and take proper orders.
5. Personality: the last criteria are the overall personality of the employee.
Mcdonald’s being in the service industry, having smart and courteous
employees is of utmost importance to them.
 the productivity records have to show 90+ points. The productivity is checked
in various ways. For example- mcdonalds has a policy of serving each customer
within one minute on an average. The productivity at the counter is checked by
the time taken by an employee to complete the order. For example, if rajesh (a
serving-counter in charge) has taken shift, then the shift running manager will
speak to him at the end of the shift, and ask him the reason and accordingly ask
him to try and improve. If this trend continues, rajesh is trained further.
 after the productivity record shows 90+ points, the employees have to appear
for a documented written test where they must get more than 90 marks.
 having got a 90+ average of the two, the employees is promoted to the next
hierarchy level.

Shifts:
mcdonalds have different shifts for managers, full time employees and part time
employees. Their main shifts consist of:
open shifts: 7:00 am to 4.00 pm
mid shifts: 12:00 am to 9.00 pm
close shifts: 3.00am to 12.00 pm
 mcdonald’s have a special night shift where the managers have to account
for the days transactions, inventory, wastages etc. The night shifts for the
managers is from 11.00pm to 8.00 am.
 they also have night shifts for the employees where the scrubbing of the
entire outlet takes place. Also, each and every machine is opened and cleaned.
The night shift for the employees is from 7:00 pm to 4:00 am.
 both the night shifts i.e. For the managers and the employees are done on
rotation basis. Female employees are generally not allowed to do the night
shifts.
Holiday and breaks: 
 the crew members are allowed to take 4 holidays in a month and the
managers can take 6 holidays in a month.
 if the employee is working for 7 hour shift, he gets a break for 1 hour after 4
hours and if an employee is working for less than 7 hours, then he gets a break
for ½ hour.

Employee grievances: 
mcdonald’s call it as the rap sessions. Once in a month, the employees can vent
their problems to the area sales manager is not included in the rap sessions.
High employee turnover
mcdonald’s in india faces a huge problem of high employee turnover recruiting
and training employees is an ongoing process, which never stops at any of the
outlets. On an interview with one of the ex-employees, it was found that the
main reasons for the high employee turnover are:
 the profile of the employees mainly consists of college students who want to
use their spare time and get some fast money. As a result the turnover is
extremely high during the exam seasons, and similarly, the availability is high
during the holiday’s seasons.
 the employees feel that there is very slow growth in the company. It takes one
3 months just to get the yellow badge, and even after that, the promotions come
very slow.
 the salary packages are not very attractive.
Despite protest from mcdonald’s corporation, usa, webster’s have included the
word ‘mcjob’ in its dictionary. It stands for those jobs that are dreary,
repetitive and with no scope for value addition or growth. Its origin lay in the
slang description of jobs available at mcdonalds. The general impression of the
workers was that after a few years in mcdonalds, it left them incapable of being
absorbe.
 Productivity and quality
There is a concept known as the haccp’s standing for ‘hazard analysis and
critical control points’ is being followed in mcdonalds. There are some key
areas identified by mcdonalds, a list of which is circulated amongst its supplier
that have to be strictly adhered to by them. For example, the patties for the
burgers have to be stored at a certain level of temperature. Surprise checks are
made by the mcdonald employees to check if all the quality standards are being
followed. Mcdonald’s success is the result of its dedication to operating
regimen. More than any other early competitors in fast food, mcdonalds was
deadly serious as it went about the task of defining its operations, setting basic
standards of achievement, and monitoring suppliers and operators to determine
whether standards are being met.
Personal commitment to quality, service and cleanliness is legend. Qsc long
ago became the most popular acronym among fast food operators, but the
phrase originated as the use of qsc to distinguish mcdonalds from all other
competitors in an industry that was otherwise rife with duplication. Qsc has
now changed to qsc & v, v stand foe value for money.
Training 
 mcdonald’s invests significant resources in training at every level. Every day,
around the world, restaurants crew members receive the job training and
coaching in skills and procedures essential to their work.
 classroom courses developed and led by training experts prepare outstanding
restaurant employees for advancement.
 hamburger university provides operations and business management training
for restaurant managers, franchisees, mid level managers, and corporate
executives. Courses are offered at seven campuses around the world, with
materials available in 28 languages and simultaneously translations in up to six
languages.
 a new computer-based training system is bringing rigorous. Interactive
leaning experiences to crew members and managers right in the restaurants.
This award-winning e-learning strategy will eventually be in all mcdonald’s
markets worldwide and include their entire career-long curriculum.
Ronald mcdonald’s 

mcdonald’s mascot, ronald mcdonald’s is a magical and funny clown and every
childs best friend. But ronald is not only fun and games-he is also involved in
some series stuff. One of his responsibilities is to support mcdonald’s charity
initiatives- something that he carries out very sincerely- and deliver the brands
message of commitment to the community.

So don’t like australia and uk, where mcdonald’s has its presence since
decades, many of the marketing strategies have been focused on ronald
mcdonald’s and his friends like hamburger, grimace etc. Ronald mcdonald’s is
a prominent figure in the children’s life of those countries.
The very first ronald mcdonald was the famed weatherman willard scott. In the
very first ronald mcdonald commercial, with willard scott as ronald (c.1960) he
actually says something to the effort of “i know you’re not supposed to talk to
strangers, kids, but its okay to talk to me, because i’m ronald the hamburger –
loving clown!” Originally he wore shoes made of buns, a cup on his nose, and a
hat with a hamburger meal on it. Soon this was dropped for the more familiars
clown outfit.

But in india, none of the advertisement currently focuses on ronald mcdonald.

The main reason for this, the company is still trying to build the brand loyalty
and awareness in india. It is still in its developing stage and cannot focus on
many aspects at the same time. 

Social marketing
mcdonald’s believes in giving back you the community in which they do
business. Besides commercial marketing mcdonald’s also undertakes many
social drives to build brand loyalty among the customers. Ronald mcdonald
house charities (rmhc) work to improve the health and well being of children by
awarding grants to organizations and supporting 206 ronald mcdonald houses
worldwide.

Ronald mcdonald house charities

mission and programs

a strong mind. A strong body and a safe, supportive place to grow. These are
things that every child needs- and deserves- to have. Helping to provide these
things is what we do.
By creating, finding and supporting programs that directly improve the health
and well being of children, ronald mcdonald house charities is working to
better the lives of children and their families around the world.

But there’s more we need to accomplish. So click on a specific programs link to

find out what we do, how we do it, and more importantly- how you can help.

Ronald mcdonald house

A home-away from home
the idea behind ronald mcdonald house is simply provide a home away from-
home for families of seriously ill children who are receiving treatment at
nearby hospitals. The ronald mcdonald house provides a comfortable,
supportive alternative for these families. It serves as a temporary residence
near the medical facility where family members can sleep, eat, relax and find
support from other families in similar situations. In return, families are asked to
make a donation ranging from $5 to $20 per day; if that isn’t possible, their
stay is free.

Ronald mcdonald care mobiles are on the road

since 2000, ronald mcdonald care mobiles have provided cost-effective
medical, dental and educational services to under-served children in their own
communities. Rmhc is planning to grant 50 ronald mcdonald care mobiles
programs by the end of 2005.

Ronald mcdonald family rooms

an extensive of the ronald mcdonald house program, ronald mcdonald family
rooms provides a haven within the hospital for families of children undergoing
treatment.

Rmhc scholarships
rmhc is proud to offer scholarships to those students from disadvantaged
communities who face limited access to educational and career opportunities.

Mcdonald’s corporate responsibility

community:
we have an obligation to give back to the community that gives so much to us.
Ray kroc:
mcdonald’s and their independent owner/operators contribute to our local
communities in countless ways. Together they support:
 education and youth development programs.
 local and regional sports programs and events.
 neighborhood beautification initiatives.
 health care efforts, cultural events, and other programs for youth and
families.
 fund raisers for ronald mcdonald’s house charities and other children’s
programs.
Development: mcdonald’s restaurants around the world are locally owned and
operated. They provide opportunities for local suppliers, job for local residents,
and revenues for local projects and services. Mcdonald’s has helped restore
historic sites and contributes to neighborhood revitalization.
Helped in need: when people are in trouble, mcdonald’s is there. Through the
international red cross network; they provide food and other support to disaster
victims and meals for volunteers on the scene. 
 after earthquakes in india, china, turkey and greece.
 when hurricanes hits the us
 during an ice storm in canada.
 when flooding hit uruguay and venezuela.
More help in this disaster came from mcdonalds germany. Together with its
franchisees, suppliers, and customers, the company contributed 500000 euros
(more than $585000 us$) to the flood relief efforts of the german red cross.
Environment:
mcdonald’s has a long record of industry leadership in environmental
protection. Working with prominent independent experts, they have initiated an
ongoing series of measures to conserve natural recourses and reduce waste.
Responsible purchasing:
mcdonald’s purchases only a small fraction of the world’s goods and services.
However, they know they can work with their suppliers to help improve their
practices and set an example for other companies. They believe they have an
obligation to use their influence to make the world a better, safer place.
Animal welfare:
industry leader in animal welfare. Their animal welfare program is global. It is
based on guiding principles that apply to all the countries where they do
business and includes onsite audits of our suppliers’ facilities. To guide
continues improvement, they have an independent animal welfare advisory
council of distinguished animal science experts.
Antibiotics: 
to help preserve the effectiveness of life saving antibiotics, they have issued a
global policy on antibiotic use in food animals. This initiative calls for
mcdonald’s suppliers worldwide to phase out use for animal growth promotion
of antibiotics used in human medicines and provides sustainability guidelines to
reduce other uses.
Quality and safety:
with million of customers a day, they recognized a profound responsibility to
ensure the highest standards of quality and safety in our products and our
restaurant environments. Their food safety system is farm to counter, with
quality and safety standards and regular checks in critical areas along the way.
The toys and other promotional items their restaurants distribute are
extensively reviewed and tested before, during, and after production by
independent experts using state-of –the art technologies. Equipment for our
play place areas is likewise subject to stringent safety standards.
Supplier social accountability
mcdonald’s holds their suppliers to the same high standards of conduct they
observe. Our code of conduct for suppliers establishes their expectation for
workplace conditions in their facilities. Continues improvement is encouraged
by onsite assessments, with enhancement plans required to correct deficiencies,
and by supplier training. Compliance with the code is a condition of doing
business with them.
 Mcdonald’s events

mcdonald's spotlight
mcdonald's knows that there's a little performer in every child. So in order to
help you beat the stress and tension that everyday homework and tiresome
exams bring, we introduced mcdonald's spotlight. 
Mcdonald's spotlight is an annual inter-school performing arts competition.
This competition is open to all secondary schools [standards 5th to 10th] in
mumbai, navi mumbai, thane and pune and entry is absolutely free!
Events and their categories in mcdonald's spotlight are:
 showtime: (one-act plays in english, hindi & marathi) 
 step-by-step: (group dancing – indian classical, indian folk & fusion moves)
 soundtracks: (solo singing – in english, hindi & marathi) 
 scriptless: (impromptu speaking in english, hindi & marathi) 
the popularity of mcdonald's spotlight is evident from the number of schools
participating in it. From 28 schools in 1998, the figures have soared to a
whopping 120 schools in 2003! Participants go back with a certificate of
participation, while winners receive a certificate of merit as well as gift
vouchers from mcdonald’s.

There is a first and second prize for each category. Also schools can vie for the
best school and runner-up school rotating trophies. We introduced the rotating
trophies for schools in mumbai and pune in 2001. In 2003, after popular
demand, we held separate grand finals with independent rotating trophies for
pune schools.

World children's week

world children’s day [wcd] is one given day on which mcdonald’s restaurants
all over the world come together to raise funds for a charity of their choice. The
day is november 20 and it coincides with the united nations ‘universal
children’s day’. 
2002 was the first year in which mcdonald’s celebrated world children’s day. It
met with tremendous success the world over. More than 100 countries helped
raise more than $12 million for ronald mcdonald house charities and other
children’s causes all over the world.
Did you know?
Wcd is the first-ever global fund raising event by any brand in the world?
On this day, all our restaurants, suppliers and customers come together to raise
funds for children across the world?
World children’s week is an extension of wcd. Since india has already been
celebrating children’s day on november 14, we thought it appropriate to link
the 2 important days together and make the most of it. Hence, instead of world
children’s day, we celebrate world children’s week from november 14 – 20 in
mcdonald’s restaurants in india.
As part of our first wcw celebration, mcdonald’s joined hands with the nalanda
foundation to support education for the girl-child for a period of 5 years. 

Mcdonald’s blue dot initiative for the education of the girl-child 

in november 2002, on occasion of the first world children’s week, mcdonald’s
in western india joined hands with the nalanda foundation to support education
of the girl-child. This association is for a period of 3 years and extends up to
november 2005.
Why the girl-child?
Research shows that the even today, in india, the girl-child is always less
favoured than a boy. Due to this, she is deprived of many benefits, which should
rightfully be hers.
The nalanda foundation is working towards improving the situation of the girl-
child by providing her with all the benefits and privileges that she deserves.
Through the money collected in 2002 with our fund-raising activities, we were
able to help build an english learning resource centre for the students of the
anjuman-i-islam girls’ high school in bandra. The rest of the money has been
used to start other educational programmes that will help in their development.
In 2003, the fund-raising activity had the mcdonald’s french fries as the focus.
From november 14 –20, for every medium and large fries sold – whether a la
carte or as part of value meals – mcdonald’s donated re.1/- for the cause.
Additionally, ronald mcdonald house charities also contributed 4 lakh rupees
for the mcdonald’s – blue dot initiative.
Pulse polio

there is a movement in the world to eradicate polio from the face of the earth.
This cause has received support from various bodies like the rotary foundation,
and local health organizations. 
In india, this mission is termed pulse polio and the aim is to make india polio-
free by the year 2005. This requires that children up to the age of five years be
given the polio vaccine. This drive is carried on a larger scale all over the
country and takes place three days in a year so as to enable everyone to avail of
the services. 
Mcdonald's has participated in the pulse polio awareness rally by sponsoring
food and drinks for the volunteers. In january 2001, mcdonald’s went a step
ahead. It joined hands with the rotary club of pune (west) to set up an
inoculation booth outside a mcdonald’s restaurant in pune. The same was met
with success and prompted us to continue the practice ever since. The positive
response to this initiative encouraged us to extend it to mcdonald’s restaurants
in mumbai centers for inoculation as well for 2002 and thereafter.

Mcdonald’s and nehru science centre inter-school science quiz contest

the nehru science centre, mumbai (nscm) has been conducting the nehru
science centre inter-school quiz contest, an inter-school science quiz contest
since 1990. Mcdonald's joined hands with nscm in 2000 to sponsor this quiz
contest. 
The quiz contest begins with the qualifying rounds in august and culminates
with the finals on february 28 of the following year, which coincides with
national science day.
2000 to 2003 saw more than 180 schools from mumbai, navi mumbai and thane
participate in the mcdonald’s and nehru science centre inter-school science
quiz contest.
Keeping our city clean
cleanliness forms a crucial element in our philosophy of qsc&v [quality,
service, cleanliness and value]. Being a brand that places so much emphasis on
hygiene, it was natural to get involved in activities to help maintain clean and
healthy surroundings in cities where we operate. Here are a few instances.
The bmc zero-garbage day: we gave the brihanmumbai municipal corporation
(the bmc) a helping hand in achieving its objective of a zero-garbage day on the
august 15, 1997 to commemorate 50 years of india’s independence.
Students from 4 schools around bandra, mumbai took to the streets, for 2-3
hours, with brooms and dustpans to spruce up the stretch of road from the
linking road junction to the khar telephone exchange.
The entire exercise was a success and was lauded by the bmc at a small
gathering held at the linking road restaurant after the clean up. Mcdonald’s
also provided those who participated with meal combos and happy meals as a
token of appreciation. 
The bmc-mcdonald’s health seminar: 
held on the july 17, 1998, the focus was on safe food handling and waste
disposal. Representatives from the bmc, mcdonald’s and the fhrai [food, hotel
and restaurant association of india] shared their learnings, thoughts and
viewpoints on the subject. The seminar was an eye-opener for the health
officials and everyone present and once again, highlighted mcdonald’s
commitment to public health and the community.
The mayor’s marathon for cleanliness: 
mcdonald’s in thane sponsored t-shirts, caps and drinks for a marathon
organised by the mayor in support of cleanliness in all the electoral wards of
the city on april 25, 1999.
Gandhi jayanti cleanliness drive: 
mcdonald’s thane came together with the ymca [thane] on october 2, 2001 to
celebrate gandhi jayanti by cleaning the thane railway station. Mcdonald’s
crew could be seen working shoulder to shoulder with the ymca volunteers and
sweeping the station clean. Mcdonald’s sponsored the refreshments, lunch as
well as caps for the volunteers.

The public challenge

it’s the normal morning hours at the crossroad’s mcdonald’s. But the outlet
hasn’t received the weekly delivery of its raw materials. An old lady
approached the counters and asks:

old lady: fish-o –filet and a coke please.

Employee: madam, you are in luck, we don’t have fish-o-filet, but you can have
any other burger and a coke on the house.

Never say ‘no’ to a customer is the policy of mc donald’s clearly visible from
the above true incident. In the words of mr. Amit jatia, “we are extremely
customer focused. For us customer is the god and there is no short cut to that.”

At mcdonald’s each and every outlet has a customer care representative (crr)
whose only job is to look after the customer complaints. Any customer
problems, be it as small as dropping the coke on the way or as the french fries
issues has to be handled by the crr. Besides the crr, you also have many host
and hostesses who keep taking rounds, making sure that customers are
comfortable.

Changes in customer perception

from serving just burgers

to ice-cream, fries, shakes and pizza
bland western food
less spicy, non-oily, crisp, fresh and different

expensive western restaurants

affordable family restaurant, money well spent

loud for youngsters

mature,calm,cultured,straightforward for families.
Childish
childlike, and young at heart

steps taken to improve customer service:

 guard placed at the entrance: from this year onwards, a guard has been
placed at all the entrances to greet and welcome the customers.
 host and hostesses: more employees are now placed in the front area than the
back area to interact with the customers.
 mystery diner: delegates of the company visit the outlets as normal customers
and check if the services are being given properly and then report to the head
office. These surprise checks keep the employees on their toes.
 2 meter rule: any employees coming within 2 meters distance of any customer
has to greet and smile at the customer.
 served in 60 seconds: this is an upcoming scheme of mcdonald’s wherein
every customer will be served within 60 seconds and if they are unable to do so,
the customer will get free french fries. This scheme is going to be launched in
mcdonald’s asia-wide.
 standarzition: at mcdonalds, the way of doing each and every thing has been
written down, and so has been the way to take down the order from the
customer. They follow a 6 step rule. Ass soon as the customer comes to the
counter they have to:
1. Welcome the customer.
2. Take the order.
3. Repeat the order.
4. Take money.
5. Give the ordered products.
6. Greet the customer.

Mcdonald’s haters
every brightly lit street has a dark alley. We’ve seen the smiles and glory of
mcdonalds, but there are also some people who absolutely disagree with the
existing image of the conglomerate. 

The following letter was posted on the internet by a woman who seems to have
lost complete faith in the products or services provided at these family
restaurants.
I hate mcdonald’s 
why?
The substandard food

ever since i started eating low-fat/high carbo foods 3 years ago, i lost interest in
mcdonald’s because the majority of their foods are loaded with fat and provide
very little value. It is the lowest standard of food one can get in america, and
how some of it-especially the dead cow flesh-gets usda approval is beyond my
comprehension. Hell, most of their food isn’t even suitable for animal
consumption, and i should know… my dog won’t even eat it!

One aside here: i call it cow flesh, but if those burgers really are made from
cows, then they must be some badly diseased cows. Have you ever broken open
of their burgers and taken a good look inside? It’s green in there. No kidding...
It’s a sickly greenish- grey color inside their burgers. No wonder my dog won’t
eat them.

You don’t have to take my words for it… just check out the nutritional info that
mcdonalds provides. However, don’t assume that they’re being entirely honest
about their claims… the page lists a small order of fries as having 10 grams of
fat, yet the nutritional info listed at my local mcdonalds shows a small order of
fries as having 14 grams of fat ( and unfortunately more accurate mcdonalds
nutritional info has mysteriously disappeared).

And for all you folks who order the grilled chicken sandwich because it’s
supposedly a “healthier” alternative to burgers… well, here’s some info to
choke on:
grilled chicken sandwich calories: 440, calories form fat: 180, total fat: 20
grams, saturated fat: 3 grams, cholesterol: 60mg, sodium: 1040mg,
carbohydrate: 38, protein: 27 grams
number like that ought to leave a very bad taste in your mouth…

mcdonald’s a road ahead

mcdonald’s, that has become synonymous with urban living, is all set to break
boundaries and go national. It is doing this through the arteries of the country
the national highways and expressways. Puckish travelers zipping from city to
city will no longer have to be content with dhabas offering dal-roti. They can
look forward to biting into burgers, french fries, mcpuffs at all.

Mcdonald’s (india) is planning to start drive through restaurants on express

highways across india. The first is being planned on the mumbai- pune highway
this week and plans are a foot to have three more on the national highway no.1
in north india. For hungry drivers on the run, the company promises to drivers
within 60 seconds after an order is placed. Theoretically, one can be back on
the highway in just two minutes.

Of course, the practical reality is that placing the order it could take a little bit
more than the said two minutes. Mcdonald’s is projecting an income of 15 to 20
percent from drive- through business on expressways in the immediately future.
This is expected to grow to 40 per cent in the next five years. The company had
a tied up with public sector oil company bharat petroleum to set up restaurants
at petrol pumps across northern india.

Commenting on the clientele for the restaurant on the mumbai-pune

expressway, which to be launched first, amit jatia, managing director,
mcdonald’s restaurant, mumbai said, “we are expecting business traveler to
frequent the outlet. Our survey reveals that 15000 to 20000 vehicles use the
highway everyday. Of this, passenger traffic is around 12000 vehicles per day
and the rest is commercial. Besides the vehicular traffic, we are also targeting
nearby towns to sustain business.” 

Mcdonald’s will have to face competition from the more affordable dhabas, the
roadside eateries that dot highways all over the country. The company’s
confidence stems from a model already in place in north india.

Mcdonald’s has a 170- seater restaurant at noida near delhi. “the restaurant at
noida attracts a lot of drive through business. Around 20 percent of sales at this
outlet are from drive through clientele like tourist buses and passenger traffic,
that is, the business traveller,” said vikram bakshi, managing director,
mcdonald’s restaurant, new delhi.

Mcdonald’s is closely looking at option on national highway. One as it is

considered to be one of the busiest highways in india. “in the immediately
future, we plan to have three restaurants on this highway and delhi, ludhiana
highway,” bakshi added.

While, an extension to expressways may be a recent development, it has been

arrived at after looking into the business prospects, logistics and supply chain.
Jatia says, “drive through restaurants is only one of the options to meet
mcdonald’s target of 80 restaurents across india by 2003 with an investment of
rs.850 crore. Internationally, 40 per cent of the company’s business is from
express highways.”
Annexure
questionnaire
name: _______________________ 
age: _______________________
occupation: _______________________
contact number: _______________________
email id: _______________________

1. Do you know that mcdonald’s is the largest fast food chain in the world?
□ yes
□ no

2. When you hear the word burger does, mcdonald’s has come in your 
mind?
□ yes 
□ no

3. Have you been to mcdonald’s before?

□ yes 
□ no

4. In your family who likes to go to mcdonald's?

□ children
□ parents
□ everyone
□ no one

5. With whom do you like to go mcdonalds?

□ friends 
□ family
□ alone
□ other
6. How often do you go to mcdonald’s?
□ once a week
□ more than once a week
□ once a month
□ very rarely

7. With the introduction of new happy meal price menu has your number of visits increased?
□ yes 
□ no

8. What do you like the most in mcdonald’s?

__________________________________________________ ____________

9. How do you rate the service in mcdonald’s?

□ very good
□ good
□ average
□ bad
10. Are you satisfied with the quality of food they provide?
□ yes
□ no 

11. Do you think mcdonalds provides 100% hygienic product?

□ yes 
□ no

12. Are you aware that mcdonald’s undertake social activities for the growth of children and other needful
people?
□ yes 
□ no
13. According to you, how is the relation between the price and the service of mcdonald’s?
□ cheap
□ reasonable
□ expensive
14. What is the distance of the nearest mcdonald’s from your place?
□ near
□ far
□ very far
15. What do you suggest what could make mcdonald’s better?
__________________________________________________ _________
__________________________________________________ _________
Annexure
questionnaire

name: _______________________ 
age: _______________________
occupation: _______________________
contact number: _______________________
email id: _______________________
1. Do you know that mcdonald’s is the largest fast food chain in the world?
□ yes
□ no

2. When you hear the word burger does, mcdonald’s has come in your 
mind?
□ yes 
□ no

3. Have you been to mcdonald’s before?

□ yes 
□ no

4. In your family who likes to go to mcdonald's?

□ children
□ parents
□ everyone
□ no one

5. With whom do you like to go mcdonalds?

□ friends 
□ family
□ alone
□ other
6. How often do you go to mcdonald’s?
□ once a week
□ more than once a week
□ once a month
□ very rarely

7. With the introduction of new happy meal price menu has your number of visits increased?
□ yes 
□ no

8. What do you like the most in mcdonald’s?

__________________________________________________ ____________

9. How do you rate the service in mcdonald’s?

□ very good
□ good
□ average
□ bad
10. Are you satisfied with the quality of food they provide?
□ yes
□ no 

11. Do you think mcdonalds provides 100% hygienic product?

□ yes 
□ no

12. Are you aware that mcdonald’s undertake social activities for the growth of children and other needful
people?
□ yes 
□ no
13. According to you, how is the relation between the price and the service of mcdonald’s?
□ cheap
□ reasonable
□ expensive

14. What is the distance of the nearest mcdonald’s from your place?
□ near
□ far
□ very far
15. What do you suggest what could make mcdonald’s better?
__________________________________________________ _________
__________________________________________________ _________
Annexure
questionnaire

name: _______________________ 
age: _______________________
occupation: _______________________
contact number: _______________________
email id: _______________________

1. Do you know that mcdonald’s is the largest fast food chain in the world?
□ yes
□ no

2. When you hear the word burger does, mcdonald’s has come in your 
mind?
□ yes 
□ no

3. Have you been to mcdonald’s before?

□ yes 
□ no

4. In your family who likes to go to mcdonald's?

□ children
□ parents
□ everyone
□ no one

5. With whom do you like to go mcdonalds?

□ friends 
□ family
□ alone
□ other
6. How often do you go to mcdonald’s?
□ once a week
□ more than once a week
□ once a month
□ very rarely

7. With the introduction of new happy meal price menu has your number of visits increased?
□ yes 
□ no

8. What do you like the most in mcdonald’s?

__________________________________________________ ____________

9. How do you rate the service in mcdonald’s?

□ very good
□ good
□ average
□ bad
10. Are you satisfied with the quality of food they provide?
□ yes
□ no 

11. Do you think mcdonalds provides 100% hygienic product?

□ yes 
□ no

12. Are you aware that mcdonald’s undertake social activities for the growth of children and other needful
people?
□ yes 
□ no
13. According to you, how is the relation between the price and the service of mcdonald’s?
□ cheap
□ reasonable
□ expensive

14. What is the distance of the nearest mcdonald’s from your place?
□ near
□ far
□ very far
15. What do you suggest what could make mcdonald’s better?
__________________________________________________ _________
__________________________________________________ _________
Annexure
questionnaire

name: _______________________ 
age: _______________________
occupation: _______________________
contact number: _______________________
email id: _______________________

1. Do you know that mcdonald’s is the largest fast food chain in the world?
□ yes
□ no
2. When you hear the word burger does, mcdonald’s has come in your 
mind?
□ yes 
□ no

3. Have you been to mcdonald’s before?

□ yes 
□ no

4. In your family who likes to go to mcdonald's?

□ children
□ parents
□ everyone
□ no one

5. With whom do you like to go mcdonalds?

□ friends 
□ family
□ alone
□ other
6. How often do you go to mcdonald’s?
□ once a week
□ more than once a week
□ once a month
□ very rarely

7. With the introduction of new happy meal price menu has your number of visits increased?
□ yes 
□ no

8. What do you like the most in mcdonald’s?

__________________________________________________ ____________

9. How do you rate the service in mcdonald’s?

□ very good
□ good
□ average
□ bad
10. Are you satisfied with the quality of food they provide?
□ yes
□ no 
11. Do you think mcdonalds provides 100% hygienic product?
□ yes 
□ no

12. Are you aware that mcdonald’s undertake social activities for the growth of children and other needful
people?
□ yes 
□ no
13. According to you, how is the relation between the price and the service of mcdonald’s?
□ cheap
□ reasonable
□ expensive

14. What is the distance of the nearest mcdonald’s from your place?
□ near
□ far
□ very far
15. What do you suggest what could make mcdonald’s better?
__________________________________________________ _________
__________________________________________________ _________
Annexure
questionnaire

name: _______________________ 
age: _______________________
occupation: _______________________
contact number: _______________________
email id: _______________________

1. Do you know that mcdonald’s is the largest fast food chain in the world?
□ yes
□ no
2. When you hear the word burger does, mcdonald’s has come in your 
mind?
□ yes 
□ no

3. Have you been to mcdonald’s before?

□ yes 
□ no

4. In your family who likes to go to mcdonald's?

□ children
□ parents
□ everyone
□ no one

5. With whom do you like to go mcdonalds?

□ friends 
□ family
□ alone
□ other
6. How often do you go to mcdonald’s?
□ once a week
□ more than once a week
□ once a month
□ very rarely

7. With the introduction of new happy meal price menu has your number of visits increased?
□ yes 
□ no

8. What do you like the most in mcdonald’s?

__________________________________________________ ____________

9. How do you rate the service in mcdonald’s?

□ very good
□ good
□ average
□ bad
10. Are you satisfied with the quality of food they provide?
□ yes
□ no 
11. Do you think mcdonalds provides 100% hygienic product?
□ yes 
□ no

12. Are you aware that mcdonald’s undertake social activities for the growth of children and other needful
people?
□ yes 
□ no
13. According to you, how is the relation between the price and the service of mcdonald’s?
□ cheap
□ reasonable
□ expensive

14. What is the distance of the nearest mcdonald’s from your place?
□ near
□ far
□ very far
15. What do you suggest what could make mcdonald’s better?
__________________________________________________ _________
__________________________________________________ _________
Annexure
questionnaire

name: _______________________ 
age: _______________________
occupation: _______________________
contact number: _______________________
email id: _______________________

1. Do you know that mcdonald’s is the largest fast food chain in the world?
□ yes
□ no

2. When you hear the word burger does, mcdonald’s has come in your 
mind?
□ yes 
□ no

3. Have you been to mcdonald’s before?

□ yes 
□ no

4. In your family who likes to go to mcdonald's?

□ children
□ parents
□ everyone
□ no one

5. With whom do you like to go mcdonalds?

□ friends 
□ family
□ alone
□ other
6. How often do you go to mcdonald’s?
□ once a week
□ more than once a week
□ once a month
□ very rarely

7. With the introduction of new happy meal price menu has your number of visits increased?
□ yes 
□ no

8. What do you like the most in mcdonald’s?

__________________________________________________ ____________

9. How do you rate the service in mcdonald’s?

□ very good
□ good
□ average
□ bad
10. Are you satisfied with the quality of food they provide?
□ yes
□ no 
11. Do you think mcdonalds provides 100% hygienic product?
□ yes 
□ no

12. Are you aware that mcdonald’s undertake social activities for the growth of children and other needful
people?
□ yes 
□ no
13. According to you, how is the relation between the price and the service of mcdonald’s?
□ cheap
□ reasonable
□ expensive

14. What is the distance of the nearest mcdonald’s from your place?
□ near
□ far
□ very far
15. What do you suggest what could make mcdonald’s better?
__________________________________________________ _________
__________________________________________________ _________
Annexure
questionnaire

name: _______________________ 
age: _______________________
occupation: _______________________
contact number: _______________________
email id: _______________________

1. Do you know that mcdonald’s is the largest fast food chain in the world?
□ yes
□ no

2. When you hear the word burger does, mcdonald’s has come in your 
mind?
□ yes 
□ no

3. Have you been to mcdonald’s before?

□ yes 
□ no

4. In your family who likes to go to mcdonald's?

□ children
□ parents
□ everyone
□ no one

5. With whom do you like to go mcdonalds?

□ friends 
□ family
□ alone
□ other
6. How often do you go to mcdonald’s?
□ once a week
□ more than once a week
□ once a month
□ very rarely

7. With the introduction of new happy meal price menu has your number of visits increased?
□ yes 
□ no

8. What do you like the most in mcdonald’s?

__________________________________________________ ____________

9. How do you rate the service in mcdonald’s?

□ very good
□ good
□ average
□ bad
10. Are you satisfied with the quality of food they provide?
□ yes
□ no 

11. Do you think mcdonalds provides 100% hygienic product?

□ yes 
□ no

12. Are you aware that mcdonald’s undertake social activities for the growth of children and other needful
people?
□ yes 
□ no
13. According to you, how is the relation between the price and the service of mcdonald’s?
□ cheap
□ reasonable
□ expensive

14. What is the distance of the nearest mcdonald’s from your place?
□ near
□ far
□ very far
15. What do you suggest what could make mcdonald’s better?
__________________________________________________ _________
__________________________________________________ _________
Annexure
questionnaire

name: _______________________ 
age: _______________________
occupation: _______________________
contact number: _______________________
email id: _______________________

1. Do you know that mcdonald’s is the largest fast food chain in the world?
□ yes
□ no

2. When you hear the word burger does, mcdonald’s has come in your 
mind?
□ yes 
□ no
3. Have you been to mcdonald’s before?
□ yes 
□ no

4. In your family who likes to go to mcdonald's?

□ children
□ parents
□ everyone
□ no one

5. With whom do you like to go mcdonalds?

□ friends 
□ family
□ alone
□ other
6. How often do you go to mcdonald’s?
□ once a week
□ more than once a week
□ once a month
□ very rarely
7. With the introduction of new happy meal price menu has your number of visits increased?
□ yes 
□ no

8. What do you like the most in mcdonald’s?

__________________________________________________ ____________

9. How do you rate the service in mcdonald’s?

□ very good
□ good
□ average
□ bad
10. Are you satisfied with the quality of food they provide?
□ yes
□ no 

11. Do you think mcdonalds provides 100% hygienic product?

□ yes 
□ no
12. Are you aware that mcdonald’s undertake social activities for the growth of children and other needful
people?
□ yes 
□ no
13. According to you, how is the relation between the price and the service of mcdonald’s?
□ cheap
□ reasonable
□ expensive

14. What is the distance of the nearest mcdonald’s from your place?
□ near
□ far
□ very far
15. What do you suggest what could make mcdonald’s better?
__________________________________________________ _________
__________________________________________________ _________
 Conclusion
“Mcdonald’s mein hain kuch baat!”

If the golden arches are more representative of america than george bush is,
mcdonalds isn’t exactly an alien entity in india too. After spending rs. 25
crores on its indian operations, the global food-chain is out to make its
presence felt in every part of the country and it has succeeded in serving
up an exciting new comboto indian customers.

Take two pieces of bun, put in a patty and garnish it with two equation.
Price leads to volumes. Children bring in the family. That explains why
mcdonalds is the only food chain in india that can afford to stand tall.
Mcdonalds is in the throes of a major expansion. The rs.30 crore plan will
be funded through internal accruals and loans. It is adding 10 outlets to the
25 existing ones-13 in delhi and 12 in mumbai. Early next year, mcdonalds
will foray into the southern metros, starting with franchisee operations.
Mcdonalds in corporate india is also associated with the excellent in supply
chain management.
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