mcdonalds-place and product

8/7/2019 mcdonalds-place and product

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In order to satisfy the palate of the local popilation of a country, Mcdonald s offers regionalized items inits menu. The result is a Mcdonald s menu which is not availibale in other countries and is exclusive to aparticular country.

Asia

Bahrain

In addition to McArabia, McDonald's restaurants in Bahrain, beginning in March 2008, sell the McCrispy,a meal consisting of 1, 2, or 3 chicken strips served in a wrapper for a single strip or in a box for 2 or 3,with a choice of barbecue, sweet & sour, or garlic sauce. As in all Middle Eastern McDonald'srestaurants, all food served in Bahraini outlets is halal.

China

In China, the Chicken McNuggets come with the traditional BBQ, Sweet & Sour, and Honey Mustardsauces, but there's also a chili garlic sauce (very popular in China). They also include crispy chicken wings(called McWings) on their menu, which comes in 2, 4, and 6 pieces. There is also a seasonal Chinese NewYear meal available, including Grilled Chicken Burger, curly fries, with a horoscope of the twelve zodiacanimals of Chinese astrology and traditional "red" packets, or gift bags, for monetary gift giving as goodluck.

What is also interesting to note is that in china McDonald's offers a delivery service in most major cities- the delivery number within China is 4008 517 517, as the Chinese pronunciation of 517 is wu yao qi ,which sounds similar to wo yao chi , meaning "I want to eat". Deliveries are taken 24 hours a day via acall centre to anywhere that is within 5 km of a restaurant (3 km in several cities). Deliveries are usuallymade by electrically powered scooters, although in several cities where motorcycle bans are in place, aconventional courier bicycle is used. Food is normally carried in a large insulated backpack.

Ho ng Ko ng

McDonald's sells beef and chicken burgers. Fried chicken wings and nuggets are also popular. In somerestaurants, a separate counter sells ice cream and desserts to pedestrians. Soft Serve Ice Cream can beordered with either red beans or green beans. Some restaurants have a section for the McCaf. HongKong hosts some of the world's busiest McDonald's with many operating round the clock. It also sellsmany toys or dolls, like Hello Kitty, Snoopy, and Disney figures in addition to set meals, which are verypopular. In Chinese New Year, red packets ( l ai see ) are included in set meals. During the local BunFestival, McDonald's restaurant on the island of Cheung Chau sells mushroom burgers instead of hamburgers and any other items that contain meat. In Kowloon Park, there is also a small counternamed Snack Station selling ice cream, as well as a counter that sells McDonald's drinks in the swimmingpool.


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Ind o nesia

All McDonald's in Indonesia are certified Halal.

Some of the local menu items that Mcdonald s offers in Indonesia, which you ll not find anywhere elseare:

Crispy chicken and hot chicken: fried chicken, which is by far more popular than the hamburgers McRice: small mound of steamed, plain rice (larger rice item is called Supersize Rice) McSoup: chicken flavored soup with bits of reconstituted croutons and vegetables. McSatay: bun containing a beef patty covered with satay sauce (spicy ground peanut sauce) McSpaghetti Bubur ayam or chicken congee

McDonald's sell most of the items in packet, such as P aket Hemat or Pahe (Saver Packet) and P aket Nasi or Panas (Rice Packet). Chilli sauce, an essential part of Indonesian meal, and ketchup are available.

Pakistan

McDonald's Pakistan offers the standard range of items plus several other regional offerings similar tothose available in Middle Eastern and South Asian outlets. The McArabia and the Spicy Chicken Burgerare very popular. A chicken version of the Big Mac is also sold. As in many Middle Eastern restaurants, allfood is served Halal.

Thus we see that Mcdonald s has over the years started regionailizing the menu as per the local needsand demands. The more globalized the world became, the more localized Mcdonld s got.

M arketing M ix

Pr o duct

Product is the physical product or service offered to the consumer. Product includes certain aspectssuch as packaging, guarantee, looks etc. This includes both the tangible and the non-tangible aspects of the product and service.McDonalds has intentionally kept its product depth and product width limited.


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McDonalds studied the behaviour of the Indian customer and provided a totally different menu ascompared to its International offering. It dropped ham, beef and mutton burgers from the menu. India isthe only country where McDonalds serve vegetarian menu. Even the sauces and cheese used in India are100% vegetarian. McDonalds continuously innovates its products according to the changingpreferences and tastes of its customers

Here is a look at Indian Menu that Mcdonald s offers

The Vegetable McCurry Pan, the famous dish is very popular and is an original creation of McDonald'sacross India. It starts with a rectangular shaped crust that is topped with a creamy sauce, mushrooms,and vegetables including broccoli, baby corn, and red bell pepper. It is then baked until the crust is crispand the toppings are hot and bubbly.

The Chicken McCurry Pan is the same as its vegetarian version. It starts off with a rectangle of dough andis topped with a tomato-curry sauce, spiced with thyme, basil, and oregano. It is finished off withchicken, bell peppers, and cheese and is baked till crisp and bubbly.

There is an Indian version of the Big Mac, called the Maharaja Mac, which is made with 2 grilled chickenpatties and is topped with onions, tomatoes, cheese and a spicy mayonnaise. It was originally made withlamb, but is now made with chicken.

Mexican-style wraps for both vegetarians and non-vegetarians, like the Mexican Chicken Wrap, andCurry Pans in Shahi-Paneer and Chicken-Tikka variations are also offered.

The Paneer Salsa Wrap is sold there in India. It starts with a small slab of paneer that has been dredgedin a coating that is a cross between Mexican and Cajun in flavor. It is fried and the paneer patty iswrapped in flatbread and topped with a salad mixture that includes lettuce, red cabbage and celery andthen is finished off with vegetarian mayonnaise, salsa and cheddar cheese.

Other items on the Indian Menu include chicken and fish products like the McChicken and the Filet-O-Fish.

The vegetarian burger menu consists of the McAloo Tikki Burger. It is a vegetable burger, which includesa patty made out of potatoes, peas, and spices. It also includes tomato slices, onions, and vegetarianmayonnaise. [6]

McVeggie is another Vegetarian burger on the menu. It looks similar to the above McAloo Tikki Burger,but starts with the sesame seed bun. In between the bread, you'll find a vegetarian patty that is madefrom peas, carrots, green beans, red bell pepper, potatoes, onions, rice, and seasoning. This vegetarianburger is garnished with lettuce, and has mayonnaise (referred to as Veg Sauce in India) spread thicklyon the bread. Another menu item sold there is the Chicken McGrill. It starts off with a thin grilledchicken patty that is embellished with cilantro mayonnaise, onions and tomatoes and is served on atoasted bun.

Before entering the Indian market, Mcdonald s studied the local culture and value system that theindians live by. In addition to this, the conusmption decision making was also factored in. It found out


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that though a substantial portion of the population was non-vegetarian, they preferred mostly chicken,mutton and fish. Pork and Ham meats were against the religious beliefs of the Hindus and Musliims,who made up most of the Indian culture fabric.

As a result, Mcdonald s for the first time in their history, decided to do away with the pork and beef

items from their menu. IN 2006, Mcdonald s even dropped mutton items from their menu.

Mcdonald s also re-engineered their operations to ensure that the cheese and cold sauaces used areabsolutely 100% vegetarian. Also, In India, meat and vegetarian meals are prepared in separate areas of the restaurant because of religious laws about preparation of food for vegetarians and meat-eaters.Cooks preparing vegetarian dishes wear distinctive green aprons.

Place

The place mainly consists of the distribution channels. It is important so that the product is available tothe customer at the right time, at the right place and in the right quantity. There is a certain degree of fun and happiness that a customer feels each time he dines at McDonalds. There are certain valuepropositions that McDonalds offer to its customers based on their needs. McDonalds offers hygienicenvironment, good ambience and great service. Now McDonalds have also started giving internet facilityat their centres and they have been playing music through radio instead of the normal music. There arecertain dedicated areas for children where they can play while their parents can have some quality timetogether.

Here is a look at the Mcdonald s Supply chain in India.

Overview

Did you know that every year, Rs. 50,000 crore worth of food produce is wasted in India? This is mainlybecause of the lack of proper infrastructure for storage and transportation under controlled conditions.McDonald's is committed to providing quality products while supporting other Indian businesses. Andso, we spent a few years setting up a unique Supply Chain, even before we opened our first restaurant inIndia.

A Supply Chain is a network of facilities including - material flow from suppliers and their "upstream"suppliers at all levels, transformation of materials into semi-finished and finished products, anddistribution of products to customers and their "downstream" customers at all levels. So, raw materialflows as follows: supplier - manufacturer distributor retailer consumer. Information and moneyflows in the reverse direction. The balance between these 3 flows is what a Supply Chain is all about.

When there is a balance in the finished product ordering, the Supply Chain operates at its best. Anymajor fluctuation in the product ordering pattern causes excess / fluctuating inventories, shortages /stock outs, longer lead times, higher transportation and manufacturing costs, and mistrust between


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supply chain partners. This is called the Bullwhip Effect.

Depending on the situation, the Supply Chain may include major product elements, various suppliers,geographically dispersed activities, and both upstream and downstream activities. It is critical to gobeyond one s immediate suppliers and customers to encompass the entire chain, since hidden value

often emerges once the entire chain is visualized. For example, a diesel engine manufacturer may beable to integrate a GPS locator system into its engine control system. Its immediate customer, a heavytruck manufacturer, may see no need for this functionality. However, the downstream customer, atrucking company with a large fleet, may be very interested in a locator system. Understanding thevalue to the downstream customer is part of the supply chain management process.

Cold Chain.

The Cold Chain is necessary to maintain the integrity of food products and retain their freshness andnutritional 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 byMcDonald's and its international suppliers to pioneering Indian entrepreneurs, who have now becomean integral part of the Cold Chain.

The term Cold Chain describes the network for the procurement, warehousing, transportation andretailing of food products under controlled temperatures. McDonald s restaurants store products to beused on a daily basis, within a temperature range of 18C to 4C. About 52% of our food products needto be stored under these conditions before they are used.

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 inmutual benefits arising from a partnership between McDonald's and the local businesses, thus ensuringthat 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 insatisfying customers by presenting them with the highest quality products. Adherence to IndianGovernment 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


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content in materials.

The relationship between McDonald's and its Indian suppliers is mutually beneficial. As McDonald'sexpands in India, the supplier gets the opportunity to expand his business, have access to the latest infood technology, get exposure to advanced agricultural practices and the ability to grow or to export.

There are many cases of local suppliers operating out of small towns who have benefited from theirassociation with McDonald's India.

Vital Links in our Cold Chain.

All suppliers adhere to Indian government regulations on food, health and hygiene while continuouslymaintaining McDonald's recognised standards. As the ingredients move from farms to processing plantsto the restaurant, McDonald's Quality Inspection Programme (QIP) carries out quality checks at over 20different points in the Cold Chain system. Setting up of the Cold Chain has also enabled us to cut downon operational wastage

Hazard Analysis Critical Control Point (HACCP) is a systematic approach to food safety that emphasizesprevention of illness or presence of microbiological data within our suppliers' facilities and ourrestaurants rather than its detection through inspection. Based on HACCP guidelines, control points andcritical control points for all McDonald's major food processing plants and restaurants in India have beenidentified. The HACCP verification is done at least twice in a year and certified.

Suppliers.

Trikaya Agriculture - Supplier of Iceberg Lettuce.

successfully grows speciality crops like iceberg lettuce, special herbs and many oriental vegetables. Farminfrastructure features:

A specialized nursery with a team of agricultural experts.

Drip and sprinkler irrigation in raised farm beds with fertilizer mixing plant.

Pre-cooling room and a large cold room for post harvest handling.

A large cold room and a refrigerated van for transportation where the temperature and the relativehumidity of this crop is maintained between 1 C and 4 C and 95% respectively.

Vista Processed Foods Pvt. Ltd. - Supplier of Chicken and Vegetable range of products.

A joint venture with OSI Industries Inc., USA, and McDonald's India Pvt. Ltd. Vista Processed Foods Pvt.Ltd. produces a range of frozen chicken and vegetable foods. A world class infrastructure at its plant at


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Taloja, Maharashtra, has:

Separate processing lines for chicken and vegetable foods.

Capability to produce frozen foods at temperature as low as -35 Degree Celsius to retain total

freshness.

International standards, procedures and support services.

Dynamix Diary - Supplier of Cheese.

Dynamix has brought immense benefits to farmers in Baramati, Maharashtra by setting up a network of milk collection centres equipped with bulk coolers. Easy accessibility has enabled farmers augment theirincome 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 & wheyprotein and humanised baby food.

Stringent quality control measures and continuous Research & Development.

Amrit Food - Supplier of long life UHT Milk and Milk Products for Frozen Desserts.

Amrit Food, an ISO 9000 company, manufactures widely popular brands - Gagan Milk and Nandan Gheeat its factory at Ghaziabad, Uttar Pradesh. Its plant has:

State-of-the-art fully automatic machinery requiring no human contact with product, for totalhygiene.

Installed capacity of 6000 litres / hour for producing homogenised 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 specialises in handling large volumes, providingthe entire range of services including procurement, quality inspection, storage, inventory management,deliveries, data collection, recording and reporting. Salient strengths are:


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A one-stop shop for all distribution management services.

Dry and cold storage facility to store and transport perishable products at temperatures up to - 22Degrees Celsius.

Effective process control for minimum distribution cost.

H ist o ry Of M cd o nald s In India

H ist o ry o f M cDo nalds1955

Ray Kroc opens his 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 100th McDonald's opens in Chicago.1961

Hamburger University opens in Elk Grove, near Chicago.1963

One billion hamburgers sold.Ronald McDonald makes his debut.

1964Filet-O-Fish sandwich is introduced.

1965McDonald's Corporation goes public.

1967The first restaurants outside of the USA open in Canada and Puerto Rico.

1968The Big Mac is introduced.

The 1,000th restaurant opens in Des Plaines, Illinois.1972

A new McDonald's restaurant opens every day.

The Quarter Pounder is introduced.1973Egg McMuffin is introduced.

1974The first Ronald McDonald House opens in Philadelphia.

The Happy Meal is launched.1983


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Chicken McNuggets is introduced.New Hamburger University campus opens in Oak Brook, Illinois. Set in 80 wooded acres. Training isprovided for every level of McDonald's management worldwide.

198450 billionth hamburger sold.

Ronald McDonald Children's Charities is founded in Ray Kroc s memory to raise funds in support of child welfare.

1989McDonald's is listed on the Frankfurt, Munich, Paris and Tokyo stock exchanges.

1990McDonald's opens in Pushkin Square and Gorky Street, Moscow.

1993The first McDonald's at sea opens aboard the Silja Europa, the world's 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.1996McDonald's opens in India the 95th country.

M cDo nald's - A Gl ob al Phen om en o nMcDonald's opened its doors in India in October 1996. Ever since then, our family restaurants inMumbai,Delhi, Pune, Ahmedabad, Vadodara, Ludhiana, Jaipur, Noida Faridabad, Doraha, Manesar andGurgaonhave proceeded to demonstrate, much to the delight of all our customers, what the McDonald'sexperienceis all about.Our first restaurant opened on 15th April 1955 in Des Plaines, Illinois, U.S.A. Almost 50 years down theline,we are the world's largest food service system with more than 30,000 restaurants in 100 countries,

servingmore than 46 million customers every day.Click here for more information on the history of McDonald s.

Lo cally Owned

McDonald s in India is a 50-50 joint venture partnership between McDonald s Corporation [USA] andtwo Indian businessmen. Amit Jatia s company Hardcastle Restaurants Pvt. Ltd. owns and operatesMcDonald's restaurants in Western India. While Connaught Plaza Restaurants Pvt. Ltd headed by VikramBakshi owns and operates the Northern operations.

Amit Jatia and Vikram Bakshi are like-minded visionaries who share McDonald's complete commitmentto Quality, Service, Cleanliness and Value (QSC&V). Having signed their joint-venture agreements withMcDonald's in April 1995, they trained extensively, along with their Indian management team, inMcDonald's restaurants in Indonesia and the U.S.A. before opening the first McDonald s restaurant inIndia.

Respect f o r lo cal culture


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McDonald's India has developed a special menu with vegetarian selections to suit Indian tastes andpreferences. McDonald's does not offer any beef or pork items in India. Only the freshest chicken, fishand vegetable products find their way into our Indian restaurants.

In addition, we've re-formulated some of our products using spices favoured by Indians. Among theseareMcVeggie burger, McAloo Tikki burger, Veg. Pizza McPuff and Chicken McGrill burger. We'vealsocreated eggless sandwich sauces for our vegetarian customers. Even our soft serves and McShakesareegg-less, offering a larger variety to our vegetarian consumers.

Internati o nal Standards

McDonald's India's local suppliers provide us with the highest quality, freshest ingredients. Completeadherence to the Indian Government regulations on food, health and hygiene is ensured, whilemaintaining our own recognized international standards. Fast, friendly service - the hallmark of McDonald's restaurants the world over is the mantra we abide by.

Stringent cleaning standards ensure that all tables, chairs, highchairs and trays are sanitised severaltimes each hour. Such meticulous attention to cleanliness extends beyond the lobby and kitchen to eventhe pavement and immediate areas outside the restaurant.

Our Phil o so phy"We take the burger business more seriously than anyone else." When McDonald's founder, Ray Krocmade that memorable statement, he was letting the world in on the philosophy and secret behindMcDonald's phenomenal success. Our vision to be India s "best" quick service restaurant experience issupported by a set of principles and core values [McDonald s Way]

The principles that guide us

Quality, Service, Cleanliness & Value - It is an unflinching McDonald's ideology that our customersmust always get quality products, served quickly and with a smile, in a clean and pleasantenvironment; and all at a fair price

We are committed to exceeding our customers' expectations in every restaurant every time.

We have a passion and a responsibility for enhancing and protecting the McDonald's brand.

We believe in a collaborative management approach, employing a mutually respectful businessphilosophy,

We will seize every opportunity to innovate and lead the industry on behalf of our customers.


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mcdonalds-place and product

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