The growth of McDonald’s in India is not as rapid as in other countries. How didMcDonald’s do it? How did a hamburger chain become so prominent in a cultural zonedominated by non-beef, non-pork, vegetarian, and regional foods such as
chola bhatura,kababs, bhaji, idli, samosa, dosa, vada, sambar, bhelpuri,
and rice? The answer to thisquestion lies in McDonald’s carefully planned entry and expansion strategy in accordancewith India’s changing political, economic, and cultural landscape in the 1990s.Six years prior to the opening of the first McDonald's restaurant in India, McDonald'sand its international supplier partners worked together with local Indian Companies todevelop products that meet McDonald's rigorous quality standards. Part of this developmentinvolves the transfer of state-of-the-art food processing technology, which has enabled Indianbusinesses to grow by improving their ability to compete in today’s international markets.McDonald's constructs its restaurants using local architects, contractors, labour and - wherepossible – local materials. McDonald's hires local personnel for all positions within therestaurants and contributes a portion of its success to communities in the form of municipaltaxes and reinvestment.The above aspects of McDonald’s do not get covered and highlighted by the newshungry press. But when the false news of using beef allow in the French fries hit the market,the press did not leave a chance to exaggerate it. Despite the fact that right form thebeginning; no beef ingredients have been used in any of the products in India.The marketing agency of McDonald’s, Mudra comes to its rescue in such times. Theadvertisements created by Mudra are a rage all over the nation, especially amongst thechildren. Who can forget the little kid who gets nervous in the school competition, butbecomes happy again when his father takes him to McDonald’s?McDonald’s India has tried not to leave any stone un-turned in its objective to satisfythe Indian customer. But in Amit Jatia’s words,
“Customers are generally not forgiving.”
According to the survey conducted, customers demand low prices, more seating space, morevariety, home delivery, and the list is endless.The fundamental secret to McDonald’s success is the way it achieves uniformity andallegiance to an operating regimen with proper marketing strategy. McDonald’s India has toadhere to many rules and regulations laid down by the parent company, and it still has tocater to the Indian customer and his needs.
McDonald’s India is a case study on how to mixconformity with creativity.