Scribd
Upload
145 views

Shashank: Sumit Sarang Vanshaj

McDonald's began in 1940 when brothers Richard and Maurice McDonald opened a restaurant in California. Their focus on speedy service led to the modern fast food restaurant. Ray Kroc later took over McDonald's in 1954 and grew it into a global brand. McDonald's opened its first Indian location in 1996 and has since grown to over 169 restaurants across India, employing around 5,000 people and serving half a million customers daily. It tailors its menus and operations to local customs while maintaining global standards.

Uploaded by

Shashank Rohela
Copyright
© Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
145 views

Shashank: Sumit Sarang Vanshaj

McDonald's began in 1940 when brothers Richard and Maurice McDonald opened a restaurant in California. Their focus on speedy service led to the modern fast food restaurant. Ray Kroc later took over McDonald's in 1954 and grew it into a global brand. McDonald's opened its first Indian location in 1996 and has since grown to over 169 restaurants across India, employing around 5,000 people and serving half a million customers daily. It tailors its menus and operations to local customs while maintaining global standards.

Uploaded by

Shashank Rohela
Copyright
© Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
You are on page 1/ 23

SHASHANK

SUMIT
SARANG
VANSHAJ
HAMBURGER business began in 1940, with a 
restaurant opened by brothers 
Richard and Maurice McDonald in 
San Bernardino, California. Their introduction
of the "Speedee Service System" in 1948
established the principles of the modern 
fast-food restaurant.
Later RAY KROC who took over the small-
scale McDonald's Corporation franchise in
1954 and built it into the most successful 
fast food operation in the world.
The original mascot of McDonald's was a man
with a chef's hat on top of a hamburger shaped
head whose name was "Speedee." Speedee was
eventually replaced with Ronald McDonald by
1967 when the company first filed a U.S.
trademark on a clown shaped man having a
puffed out costume legs.
McDonald’s Global

2004- World’s biggest marketer of fast


food
•31000 restaurants
•120 countries
•47 million customers per day
•Ronald McDonald, introduced 1963,
second only

to Santa Claus in terms of recognition


Philosophy & Vision
McDonald's complete commitment
to Quality,
Service, Cleanliness and Value
(QSC&V).
•"We take the burger business more
seriously than
anyone else" Ray Kroc
•"If you've got time to lean, you've
got time to clean"
Ray Kroc
Innovation
• Evolving to remain relevant to consumers
•Variety of value, premium & wholesome menus
giving more customers more reasons to visit
•Expanded Happy Meal choices to attract &
retain customers
•Educating people about healthy, active
lifestyles, premium Salads < 10 gm fat
•Wi-fi accessibility when enjoying a Big Mac XP
•400 McCafés in 23 countries serving premium
& specialty coffees, cakes, pastries inside
existing McDonald's restaurants
Leadership marketing
Reconnect with customers thro’ contemporary
global marketing direction “i'm lovin' it”
•“i'm lovin' it” reflects an attitude we want our
employees to embrace & reflect in their service
•Maximize ad spend impact
•Broaden reach through PR
•Deliver global brand message through ads,
packaging and restaurant experiences
•Emphasis on building sales at existing
rather than adding new ones.
COMMITMENT:
"We take the hamburger
business more seriously
than anyone else." 
RAY KROC
Marketing challenges faced

Strengths:
•Brand Awareness
•Broad geographic locations
•McDonalds standard and
conformed changes in large areas
efficiently
Weaknesses:
•There is lower operating income in
Europe and Canada – In Canada the
operating income fell 12.6%, likewise the
European restaurants operating income
also fell at 1.5%.
•There is a relatively small revenue growth
- In the last 5 years McDonalds revenues
have grown at a rate of 7.5% compared to
industry growth at 13.6%
Opportunities:
•Newer products
•HAPPY MEAL for kids
•More franchises - less
risk
•High Growth in China
and Russia
Threats:
•Competition - global, national,
regional, and local. Commodity
•Growing health conscious
population
•Food safety – bacteria, e. coli,
41 -150
Strategies….
•Goal changing from getting
bigger, to getting better.
•Advertise on the internet more.
Get more people to visit their
website.
•Secondary advertising
•Of course build brand awareness
and loyal customers
E-Business Marketing Goal or Strategy
•McDonald’s real goal as a corporation is to
make money for the stockholders. Their
stated goal is Long term sustainable
growth for all stakeholders.
•McDonalds has realized that they are
reaching a big maturation stage in the
business cycle, based on its profits slowing
down more and more every year. It is going
to be time to reinvent or re-image this
corporation to try to start the business
cycle over again.
McDonald's has been involved in a number of lawsuits and other legal cases in the
course of the fast food chain's 70-year history. Many of these have involved trademark
 issues, but McDonald's has also launched a significant number of defamation suits,
including 'the biggest corporate PR disaster in history'

In 2003, a ruling by the UK Advertising Standards Authority determined that the


corporation had acted in breach of the codes of practice in describing how its french fries
were prepared.A McDonald's print ad stated that "after selecting certain potatoes" "we
peel them, slice them, fry them and that's it." It showed a picture of a potato in a
McDonald's fries box. In fact the product was sliced, pre-fried, sometimes had dextrose
 added, was then frozen, shipped, and re-fried and then had salt added.
In April 2010 a team of doctors and parents demanded that Ronald McDonald the clown be
fired. The reason stated was that the clown teaches kids at a young age to eat fries,
hamburgers and milk shakes and as a result put on too much fat.
LATER IT WAS SAID N PROOFED
THAT
FRIES R NOT NONVEG , THEY ARE
McDonald's to INDIA
McDonald's India opened its first family restaurant at Basant Lok
in Oct, 1996; today it has 169 Restaurants across India. This vibrant
decade has seen McDonald's evolve Indian menus, Indian
sensitivities and yet remain as globally innovative as ever.
McDonald's in India is a locally owned and managed company run
by Indians, employing local staff, procures from local suppliers to
serve its customers.
RnD with INDIA
• 1998- Menu development team
•Consumer feedback & research findings
•Do not entirely localise menu
•Wider product range
•More Hot food
•Low entry level prices
•Veg Pizza McPuff
•India-75% localised menu, 33% in Asian
countries, Other countries < 5%
Restaurant Management System (RMS)
In INDIA
• 2 separate menus; green- veg, purple- nonveg
•Separate veg, nonveg kitchens with dedicated
staff , preparation and wrapping areas
•Different uniforms for kitchen crew to distinguish
roles
•Clear segregation: Kitchen staff
•Printed brochures of RMS to customers
•Customer kitchen tours to assure
1996 The first McDonald's restaurant opened on Oct. 13, at Basant Lok, Vasant Vihar, New Delhi. It
was also the first McDonald's restaurant in the world not serving beef on its menu

1997  The first Drive - Thru restaurant at Noida (UP)

 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 (UP)
2001 The first thematic restaurant at Connaught Place (New Delhi)
2002  The first restaurant in a food court at 3C's, Lajpat Nagar (New Delhi)
The first restaurant at the Delhi Metro Station at Inter State Bus Terminus
 The first annual fundraiser in association with ORBIS and Dr. Shroff's Charity Eye Hospital.
(Delhi)

2003 The first Dessert Kiosk - Faridabad (Haryana)


2003-04 Indigenous products like McAloo Tikki, McVeggie and Pizza McPuff exported to Middle East
countries
2004 McDonald's Delivery Service (McDeliveryTM ) introduced in New Delhi
2006  McDelivery on Bicycles flagged off at Chandni Chowk (Delhi)- another first initiative by
McDonald's      India

 100th McDonald's Restaurant in India

 10 Year Anniversary

2007  The first Restaurant opened in the Eastern Region at Park Street, Kolkata (West Bengal)
 The first Restaurant opened at Airport.(Domestic Airport, New Delhi)
Questions? Examples…
 Q: How many McDonald's are there in India? 
A: McDonald's in India is a locally owned and managed company run by
Indians, employing local staff, procures from local suppliers to serve its
customers. There are 169 McDonald's family restaurants in India with
about 5,000 employees. 
Q: How many customers does McDonald's serve every day in India? 
A: In India, nearly half a million customers visit McDonald'sTM family
restaurants spread across India every day.

 Q: Who runs McDonald's India? 


A: McDonald's in India is a Joint-Venture (JV) partnership run by Indians.
McDonald's International through its wholly owned subsidiary McDonald's
India entered into two JVs, one with Connaught Plaza Restaurants Pvt.
Ltd. managed by Mr. Vikram Bakshi in the Northern & Eastern region and
another with Hard Castle Restaurants Pvt. Ltd. managed by Mr. Amit Jatia
in the Western & Southern Region. 

You might also like