Introduction

• McDonald’s is the global fast food giant .

• Founded in 15 may 1940 in CALIFORNIA .
• FOUNDERS – RICHARD AND MAURICE MACDONALDS.
• Headquarters- Oak Brook, Illinois, United States
• 48 years down the line, they are the world’s largest food-service chain
with more than 31,000 restaurants in 119 countries, serving 47
million customers every day and employing more than 1.5 million
people.
ABOUT THE COMPANY
• McDonald’s Corporation, known as McD, started it business from 1940.
• McDonald’s primarily sells hamburgers, cheese burgers, chicken products,
and french fries.
• McD is the world's largest chain of fast-food restaurants with more than
31,000 local restaurants serving more than 58 million people in 118
countries each day.
• Low price, speed, service and cleanliness became the critical success factor
of the business.
• McDonald’s philosophy of QSCV (Quality, Service, Cleanliness and Value) is
the guiding force behind it’s service to the customers
Business Model
• McDonald's corporation earns revenue as an investors in properties ,
as franchiser and as an operator of restaurants.
• 15% of Mc Donald’s restaurants are owned and operated by Mc
Donald’s corporation directly.
• The other’s are operated through variety of franchisee agreement and
joint ventures.
• In addition to ordinary franchisee fees and marketing fees, Mc
Donald’s also collect rent on the basis of sales.
• Competitors was more.
• McDonald’s efforts were aimed purely at driving traffic in.
Objectives of Promotion Strategy
Key objectives of McD’s promotion strategy were to, “ Get them in.
Trade them up. Get them back ”.
• Get Them In : To make consumers step into McDonald’s restaurant.
• Trade Them Up : To shift the consumers to McDonald’s core products
like Burger with cheese, McChicken Burger, Fillet-o-Fish, etc.
• Get Them Back : To increase the frequency of visit by making the
McD’s brand experience.
PRODUCTS
• Beverage: Cold-Coffee, ice tea, hot serves, Mc Shakes.
• Non-Vegetarian Menu: Filet-O-Fish, Chicken McCurry Pan,
McChicken.
• Vegetarian Menu: Crispy Chinese, Mc ALOOtikki, Mc Veggie, Pizza
McPuff, Paneer Salsa Wrap.
Services
• Free Wi-Fi @ McDonald’s :Wi-Fi is free at participating McDonald’s?
With more than 11,500 hotspots in the U.S., you’ll never miss a
connection. Connect with free Wi-Fi at participating McDonald’s
• Arch Card: Make your meal even easier! With the Arch Card, paying
for a Big Mac and fries is a snap. And it’s a great gift for employees,
clients, the kids—anyone who loves good food and good fun. Load it.
Gift it. Love it.
• Play Places & Parties: If Anyone remember the first McDonald’s
birthday party. Relive the magic. Easy for moms, fun for kids. Find a
PlayPlace or birthday party location.
SERVICE dimensions
TANGIBLES
• The ambience of the outlet was appealing. It was clean enough with
properly aligned furniture.
• The advertisement banners and hangings were very creative and
communicative.
• There were not enough counters for billing as it is hard to stay inside
the Restaurant during weekends and at first floor air conditioner was
not working properly.
SERVICE dimensions
Reliability
• The staffs despite of the big queues were processing the order taking
effectively.
• They were well trained to render the services accurately.
• During that period they were not accepting Credit and Debit Cards
due to some technical issues and it was not working since last one
week.
SERVICE dimensions
Empathy
• The frontline staffs exhibit good manners & were very friendly.
• They were greeting prior to the order taking.
• They were quite patient in explaining the new offers to the unaware
customer.
• We were told by customers that they are satisfied with the empathy
trait of the service.
• Just during the peak hours the interpersonal interaction was less with
the customers.
SERVICE dimensions
Responsiveness
The staffs were very prompt in order taking, complaint handling,
request handling & well informing the customers.
They provided a good experience to customers. But a problem arises
when some of the training staff can’t speak other language and also
during the peak hours the staff’s efficiency reasonably decreases.
SERVICE dimensions
Assurance
• They were providing assured quality food & were keeping up the
promises of services delivery i.e. quality food at affordable prices.
• We interacted with customers and they were quite satisfied with the
food quality of McDonalds.
• Keeping aside the food quality we also want to put light upon service
delivery assurance which we can certainly doubt upon as they were
messing up with the order taking.
SERVICE GAP & RECOVERY
• In a restaurant Mc Donald’s they were playing Tamil songs and some
people asked them to play either English or Hindi songs, they replied
that they won’t be able play either of the songs.
Recovery- But during second visit we found that they were playing one
Tamil song followed by latest Hindi and English song.
• During order taking and delivery of orders of the customers in the
outlet. Twice they messed up the order which they had to correct
after the customers complaint. The Coke Float that we ordered was
not chilled at all, so we complained regarding same.
Recovery-The staff responded quickly by offering a new glass of Coke
Float with proper ice cubes.
Target Segment and Positioning
• McDonald’s was positioned as a family restaurant.
• Extra care has been taken to make the restaurant children-friendly.
• McDonald’s targeted both Sec children & adults , because no other
company targeted kids quit persistently.
• McDonald’s strategy is obviously to make the eating-out function the
focus of these outings.
• Focused on Price Penetration.
• In 1998 McDonald’s had achieved sufficient level of success, on their
offerings & then educated customers about their core strengths.
• Their main focus is on Service, hygiene, products etc.
TYPES OF RESTAURANTS
• Mc Drive are the type of which provide drive through services and
offer no counter service or seating.
• Special theme restaurants also exists, such as the Solid Gold
Mcdonald’s , a 1950s rock-n-roll themed restaurant.
• Mcdonald’s introduced Mc Cafe a café style accompaniment to
Mcdonald’s restaurants in the style of Starbucks.
• Mc Express are the type of restaurants which are located in shopping
malls.
ADVERTISING
• The company makes significant use of Bill board and Signage ,
Sponsors , Sporting events ranging from little league to Olympic
games.
• It makes coolers and orange drinks with their Logo available for local
events for all kinds.
• Television has always played a central role in the company’s
advertising strategy.
• Focus more on electronic media.
I. Their ads talk about emotions , family ties and fun and all these have high
legal appeal .
II. They don’t use print media .
CONCLUSION
• McDonalds is providing its customers good quality food products.
Though not wide but its product line is quite impressive. It includes
meals for both Vegetarian and Non Vegetarian and satisfies both
sections of customers.
• McDonalds is also providing its customers comfortable ambience.
• Summarizing all points we conclude that McDonalds maintains its
consistency in taste and quality with value for money.