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Uploaded bySushrut Mohanty
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McDonald's: Made in India

McDonald's entered the Indian market in 1993 through a joint venture. It opened its first restaurant in New Delhi in 1996. To succeed in India, McDonald's made several adaptations to its menu by adding vegetarian and local options like the McVeggie burger and McAloo Tikki. It also invested heavily in developing suppliers and establishing a cold chain to ensure fresh and quality products. McDonald's placed emphasis on training employees and maintaining high standards of customer service, cleanliness, and value. Through strategic locations, varied menu options, and focus on the customer experience, McDonald's has grown to over 100 restaurants in India and continues to expand its presence across the country.

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: MADE FOR INDIA Presented By: Group 4 Sec-B
Company Background • In the early 1940s, McDonald brothers Dick and Mac opened their first restaurant in San Bernandino, California. • McDonald Corporation was created in the year 1955. • Adoption of Quality, Service, Cleanliness and Value as its motto. • With more than 32,000 resturants in more than 117 countries of the world. • Serves to more than 64 million customers per day.
• Company became public in 1965. • In 2003, announced its first ever-quarterly loss of $343.8 million. • Shifted its emphasis to building sales to existing resturants KeyGlobal SuccessFactors • Affordability • Menu Variety • Beverage choice • Convinience • Expansion • Ongoing Resturant Reinvestment
1) DOMINO’S ACROSS GLOBE 2) DOMINO’S ACROSS INDIA
INDIANSTREET FOOD
McDonald’sIndiaOperation • In 1993 McDonald’s entered India through MIPL. • McDonald’s India is a joint venture between McDonald’s Corporation & two Indian partner a.Hardcastle Restaurants Private Limited b. Connaught Plaza Restaurants Private Ltd • Joint venture agreements were signed in March 1995 • Sourcing the products & developing cold chain had started in 1990 • First restaurant in New Delhi opened on 13th October 1996 & in Mumbai on 21st October 1996
McDonald’sIndiaOperation
Serving The Indian Palate • Accommodation of Indian culture & palate • McVeggie burger and McAloo Tikki were completely new line of vegetarian items. • Additional investment of R.s 15 crore at the factory to separate the lines for vegetarian and non vegetarian food. • RMS was created for management of the operation • Vegetarian menu was printed in green & non-vegetarian menu in purple to distinguish the menu • Does not offer pork or beef based products in India • Innovation of products happened based on consumer insights and feedback.
WHY PEOPLE AND TRAINING IMPORTANT? • Less Supervision • Improves morale of Employees • Improves Productivity
TRAININGATMCDONALD’S • Every employee strives for 100% customer satisfaction • “If you take care of your people the business takes care of itself” • Extensive OJT in Indonesia • Blend of on-floor and class room training • Induction training • Food safety and food handling processes • Front counter to grill area learning • Restaurant Leadership Programme • Checking done by managers time to time
DEVELOPING THE SUPPLY CHAIN & ENCOURAGING ENTREPRENEURSHIP Supply Chain Of McDonald's :- a.In a fast food business, supply chain is of highest importance. b.It helps in minimizing cost, cut down the delivery time, improve the profits and at the same time maintain the highest standards. c.Before setting up their first restaurant in India, McDonald's infused around Rs 400 cr in the supply and delivery chain. d.McDonald's developed local businesses that supply them the products and that too of highest standards. e.Today McDonald's have around 38 suppliers that too on long term basis.
MCDONALD'S COLD CHAIN • The cold chain concept was first implemented in India by McDonald's. • The process of building the chain took more than 6 years with an investment of more than Rs 450 cr. • It immensely benefitted both farmers and the customers getting top quality food products, absolutely fresh and at great value
COLD CHAIN PROCUREMENT WAREHOUSING TRANSPORTATION RETAILING OF FOOD PRODUCTS •McDonald's spent a few years setting up a unique cold chain. •The cold chain is necessary to maintain the integrity of food products and retain their freshness and nutritional values.
Developing key suppliers • McDonald worked with farmers of Gujarat and Maharashtra to develop process grade potato. • Trikaya Agriculture benefitted immensely from better agriculture management. • Post harvest facility including pre-cooling room, a large cold room, a refrigerated van. • Technical and financial support. • Assistance from international partner Vista provides hi-tech equipment for food processing. • Local supply network through RadhaKrishna Foodland Pvt.Ltd.
Developing key suppliers • McDonald’s quality standards are maintained by the distribution centres. • Tracking of demand and supply. • first-in, first-out process to ensure freshness.
The Location
Residences Shopping Areas Entertainment Transit Points Generators
Family ExperienceAdvertisements BuildingThe Brand
Family Barring smoking & serving of alcohol. Introduction of Eco-meals. First Commercial “ Stage Fright “. Addressed the fillingness issue with Wrap(2002) and McCurry Pan(2003)
Customer Experience Providing a large mix of offering Happy Price Menu with marketing initiative of “ I’m lovin’ it”. “What your Bahana is ?” marketing proposition Home Delivery Services. Single Toll-Free Number
Advertisements “ McDonald’s main hai kuch baat” campaign “Stage Fright” “Toh Aaj McDonald’s Ho Jaye” “Happy Price Menu” with initiative of “ I’m lovin’ it” “What your bahana is?” Worldwide partner with Olympic Games
SERVINGTHE SOCIETY Pulse Polio Immunization Programme Spot light Education Mukhtangan Traffic safety week Pulse polio
• More than 3100 restaurants in 118 countries serving 50 million customers each day. • 113 restaurants across the country and is moving strength to strength. • Enabling customers to get the highest quality food products. • Launched various products on competition with KFC. • Having brand philosophy of “Forever Young”. Current Scenario
QUESTIONS
What are the learnings that can be drawn from McDonald’s strategy in India ? • The Kings of the cross-sell/upsell • Willing to re- invent and try new things • Establishing an overall brand presence • Perfecting the art of convenience
What are the issues that McDonald’s will need to keep in mind if it has to develop the franchising model in India ? • Quality • Price • Varieties of Product
What are the lessons that can be learnt from the success of McDonald’s in India ? • Product • Pricing • Process • Philosophy: Quality Service Cleanliness Pricing
THANK YOU