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Perception of Service

Within and Outside TheCompany


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Road Map

About Restaurant Service

About McDonalds

Our Methodology

Our Findings (Gaps)

What McDonald's is doing to improve


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Factors affecting service in

the fast food businessSpeed of serviceQuality of food

Variety

Prices

Location

Ambience

Staff Innovation


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McDonalds

Vision to provide the worlds best quickservice restaurant experience

To achieve their vision, they have focused on

three worldwide strategies:Be the best employer for their people ineach community around the world.

Deliver operational excellence to customers

in each of their restaurants.Achieve enduring profitable growth byexpanding the brand and leveraging thestrengths of the McDonald's system

through innovation and technology.


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McDonald's India

McDonalds started operations in India in 1995

Branches


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Organization Chart

P R

V a y a j a n t i

M a r k e t i n g

Staff

Elister

1st Assistant Manager

Mr. Chandan (Lokhandwala)

2nd Assistant Manager CCR

Mr. John (Bandra)

Restaurant Manager

Mr. Farid (Lokhandwala)

Mr. Joseph (Crossroads)

A r e a S a l e s M a n a g e r

O p e r a t i o n s I T R e a l E s t a t e F i n a n c e

M a n a g i n g D i r e c t o rA m i t J a t i a


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Methodology

People interviewed

Customer survey

50 customers

Area covered- Bandra to Andheri

Customer profile Customer Profile

9%

46%27%

18% < 20 years

20-25 years

25-30 years

> 30 years


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Our Findings (Gaps)Perception of service

Exceeding guest

expectations

Should feel nice

when they leave

Happy at the end ,smile on peoples

face, fun


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Values that McDonalds

stands for:Quality,Service,Value,

Cleanliness

Quality,Service,Cleanliness

QSC

Hygiene,

quick service,safety food


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VISIONWe are going to touch the

heart of every Indian, every

community, every home in some

way or the other

We will be in all the

regions in India

We will expand

everywhere


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Why no gap?

Knowing your customers

Excellent communication

Informal settingEasy to lay standards

On the job training


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How is your service

different?

Customer focussed,QSCV,

Affordable prices

Good experience,

friendly staff

Quick service,

hygiene


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Why does the customer go to

McDonalds?

Good Food

Kids

Hygienic PlaceJust to hangout

To relax

Price???? Not value for

money


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Gap Analysis

Middle Management:Customers come to

us because we have a friendly staff

V/s

Customers: Good food, hygiene, kids


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Gap Analysis

Top Management (Affordable Prices)

V/s

Customers --- When I come out of

McDonalds, I feel lighter my pocket isempty


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What does the customer

expect from you?Not forgiving, fairlypositive, some

unaddressed issues

Quick Service,

fresh food,

good quality

Quick service, hot

burgers


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What the customers expect

Good Food

Fast Service

Consistent QualityGood Music

Value for money

Why no gap here?

Constant customer feedback


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Who is your target customer?

SEC B (MiddleClass) Families

Not forelders, only

for youth

and kids

Kids, families

and elders


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Ratings of features

Features Customers Middlelevel Frontline

Food

Quality

3.3 4 4

Speed of

service

3 3 4

Staff in terms of:

Dress 3.2 4 3Knowle

dge of

products

3.3 4 2


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Ratings of features (contd.)

Features Customers

Middlelevel

Frontline

Manners 3.6 4 4

Courtesy 3.5 4 4Hygiene 3.6 4 4

Ambience 3 4 4

Price 2.3 3 3

Complaint

Handling

3.4 4 3


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What Customers Say

Are you satisfied with McDonalds?

10%

73%

17%

Not Satisfied

Satisfied

Very Satisfied


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Rating as compared to other

fast food joints

73%

16%

11%

Bettter

At Par

Worse


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Do you think McDonald's

understands your needs?

47%

53%

Yes

No


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Application Of marketing Mix

Place

Vicinity

Traffic (movement of people )Maximize customer exposure

Creating an image of McDonalds being

right around the corner


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Price

Most competitive in price

McDonalds states in its menu value mealIn India, McDonalds has priced a lot of

products for Rs.20 only and value meals

starting at $1 abroad.


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Promotion

Promotion is on pillar of its success

Loyal McDonalds brand followingcustomers

Extensive advertisement

Brand icon Ronald
http://images.google.co.in/imgres?imgurl=http://www.mediabistro.com/agencyspy/original/mcdonalds.jpg&imgrefurl=http://www.mediabistro.com/agencyspy/brands/the_brits_have_good_taste_in_food_apparently_who_knew_84714.asp&h=411&w=280&sz=50&hl=en&start=13&sig2=-JINFsz0KVfvrji_gXCX0w&usg=__WX0h7zjMe-iZ2xenLpETVs_c2eE=&tbnid=LAnngo8wZb4gBM:&tbnh=125&tbnw=85&ei=QkCxSNGWM5GQ6gPa86wD&prev=/images%3Fq%3Dmcdonalds%26gbv%3D2%26ndsp%3D18%26hl%3Den%26sa%3DNhttp://images.google.co.in/imgres?imgurl=http://www.boingboing.net/MCDONALDS4.jpg&imgrefurl=http://www.boingboing.net/2005/11/17/ronald-mcdonald-and-.html&h=714&w=800&sz=92&hl=en&start=20&sig2=Wecoid0-wtn826n6h5Ai0g&usg=__f4SQKvtCHnCt-jdi--m_yJRnHwU=&tbnid=p9ng0Ho2SjJ2DM:&tbnh=128&tbnw=143&ei=j0CxSLXjApGQ6gPU86wD&prev=/images%3Fq%3Dmcdonalds%26start%3D18%26gbv%3D2%26ndsp%3D18%26hl%3Den%26sa%3DNhttp://images.google.co.in/imgres?imgurl=http://www.mediabistro.com/agencyspy/original/mcdonalds.jpg&imgrefurl=http://www.mediabistro.com/agencyspy/brands/the_brits_have_good_taste_in_food_apparently_who_knew_84714.asp&h=411&w=280&sz=50&hl=en&start=13&sig2=-JINFsz0KVfvrji_gXCX0w&usg=__WX0h7zjMe-iZ2xenLpETVs_c2eE=&tbnid=LAnngo8wZb4gBM:&tbnh=125&tbnw=85&ei=QkCxSNGWM5GQ6gPa86wD&prev=/images%3Fq%3Dmcdonalds%26gbv%3D2%26ndsp%3D18%26hl%3Den%26sa%3DN


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Product

Main product being hamburger

Standardization in quality of productLarge variety

Ranged according to geographical location
http://images.google.co.in/imgres?imgurl=http://a.abcnews.com/images/Health/ap_mcdonalds_food_070806_ms.jpg&imgrefurl=http://elfninosmom.wordpress.com/2007/12/10/arrested-for-salt/&h=310&w=413&sz=42&hl=en&start=10&sig2=2xwz9uZ_JDOT6f3alLaP7Q&usg=__bkV8xeVMtrP4_bpV-oatodpu7H4=&tbnid=UDMtsHqJ707pRM:&tbnh=94&tbnw=125&ei=JUGxSLXxFouw6wOox6j5Dw&prev=/images%3Fq%3Dmcdonalds%26gbv%3D2%26ndsp%3D18%26hl%3Den%26sa%3DN


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How can McDonalds

improve?

Customers

Price

Increase Variety

Home delivery

Indianise the food, add spice

Accept Credit Cards

Parking Facility


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Thank You


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Bibliography

www.google.com

www.answer.com

www.mcdonaldsinindia.com
http://www.google.com/http://www.answer.com/http://www.mcdonaldsinindia.com/http://www.mcdonaldsinindia.com/http://www.answer.com/http://www.google.com/


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Credit

Rishin 07

Hryday Chheda 08

Swati Chheda 09Nausheen Merchant

Jigar

Bijal

Anand

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