Group 12

Keerthi.P DM15267
Gaurav Dutta DM15219
Rohit Rakshith DM15247
R.S.Pavithra DM15134
Harshitha DM15217
GROUP 12 MCDONALDS
 GROUP 12 MCDONALDS

McDonalds India:
McDonalds came to India in 1996 at Basant Lok, New Delhi. The company spent
five years, since 1990, developing an entirely beef-less and pork-less menu. For the
first time in its history, it introduced this new menu in India, This has continued to
date. McDonalds India is a locally owned and company managed in India by Vikram
Bakshi and Amit Jatia.

The company took a big leap in establishing cold chain across India to help maintain
freshness and nutrition of their products. Every burger has 9 different ingredients
that are sourced from suppliers across the country. McDonalds clearly and cleanly
segregates the Vegetarian and Non-vegetarian cooking areas right from processing
up until serving. They also use 100% vegetable oil in all cooking.

As of 2013, the company had 242 restaurants in India and had served over 5,00,000
customers every day after having been in the country for over 10 years. McDonalds
started the value game once it realized the price sensitivity of Indian customers. In
2004, it unveiled the Happy Price Menu priced at Rs. 20 which gave it a clear
competitive edge. In the same year it also began McDelivery, the home delivery
service, in some parts in India.

Even with respect to beverages, McDonalds tailored its offerings to cater to the
Indian market. It developed the Georgia Gold range of Coke in 2002 to satisfy the
Indian consumers preference for hot beverages.

1996 - Launch of First McDonald's

Restaurant

1997 - Introduction of Happy MealsTM

2001 - Introduction of Drive thru -

Kalamboli restaurant

2004 - Launch of Delivery - Bandra

restaurant

2004 - Introduction of Happy Price MenuTM

 GROUP 12 MCDONALDS

QSR Leader in the Segment

Entered into an oil alliance with BPCL and HPCL

Introduced new menu formats such as Express model that offered a limited
menu and dedicated kiosks that offer a variety of desserts

McDeliveryTM : To offer more convenience to customers, a home delivery

service was launched. In 2006, McDelivery was done in Chandni Chowk by
bicycles and an all India single delivery number was introduced.

First Drive-thru was set up at Noida in 1997

First restaurant to have a fully operational kitchen at Delhi Domestic Airport

 GROUP 12 MCDONALDS

Service Blueprint:
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Good Practices
Quality:
McDonalds India strives to serve only the highest quality food and pays tremendous
attention to food quality at every restaurant.

Close relationships have been established with local suppliers to ensure that
they provide the highest quality and freshest ingredients.
All suppliers are required to adhere to government imposed regulations on
food, health and hygiene while simultaneously keeping up with McDonalds
own standards as well.
In all its restaurants, the company follows a policy of FIFO with regard to
products and supplies to ensure freshness.

All products are prepared using state-of-the-art cookware to ensure consistent

quality and safety.

Service:
Fast and friendly service has been the hallmark of McDonalds all over the world and
this is what sets it apart from competitors.

The customer always comes first and every employee aims to achieve 100%
customer satisfaction for every visit of every customer.
Every employee attempts to maintain friendly and attentive service while
also ensuring accuracy in taking the order and aptness in anticipating
customers need such as napkins or straw.
The outlet provides comfortable seating to a variety of customers whether
they come as a family or to dine individually. The environment is always kept
warm, vibrant and well lit.
Greets customers at arrival
At peak hours they bring the food to the customers table instead of the
having to wait in the queue. This reduces the length of the queue and
removes the bad experience of having to wait in a long queue
Double checking of orders- once when the order is placed and again when the
order is delivered
Service Recovery:
 GROUP 12 MCDONALDS

Customer
complaints Employee
about defect apologises
Correct order Customer is
in order or and offers to
is given happy :)
delivery of replace the
the wrong order
order

Cleanliness:
The restaurant aims to provide a clean, comfortable environment that is family
friendly.

McDonalds follows stringent cleaning standards to make sure that all tables,
chairs, hi-chairs and serving trays are cleaned and sanitized several times in
every hour or so.
This regard for cleanliness is extended from the foyer to the kitchen to even
sidewalks and immediate areas around the restaurant.
Customers are encouraged to clear their trays by themselves and a number
of trash cans are provided for this within and outside the restaurant.
However, there are staff called the litter patrols that walk around every day
to clean up any trash that is found.
In addition to this, the restaurant manager walks through the outlet every
hour to ensure that cleanliness is maintained and the kitchens are well
stocked.
Use of plastic gloves to maintain hygiene of food
Employees have to wash their hands every one hour
On request, they let the customers visit their kitchens showing that they are
transparent in their operations

Value:
The menu at McDonalds offers great value to a large segment of the Indian
population.

The company does not compromise on quality to provide this value. It

leverages economies of scale to minimize costs and thereby maximize value
to customers.
Value at McDonalds is defined to be more than just price. It is the sum total
of the McDonalds experience. This comprises of everything from quality of
food to fast and friendly service to a clean and pleasant environment and
affordable prices. This is the value that McDonalds seeks to provide.
 GROUP 12 MCDONALDS

Servicescapes:

Ambient conditions:
The ambience is set such that the environment is a fun place for friends to hang
out, a peaceful place for a bite after a tiring day and a place for families to have a
good and happy meal. The restaurant is clean and gives a friendly atmosphere. The
restaurant is air conditioned. The walls are filled with graffiti appealing to the
modern youth. McDonalds has both round tables which are for a personal meal as
well as the big, conference-type tables for the groups.

Lighting:
Lights hang from the high ceiling that give a natural feel to the place while not in
your face types.

Color:
The restaurant is decorated with artifacts of bright colors. Their red and yellow
dcor (similar to their logo) gives a fun as well as a homely feel. Outside the
restaurant it has bold colors like red and yellow which makes it stand out. Inside
they have a mixture of colors like grey, beige and brown. The chairs are yellow in
color which stands out too. Most of their signs are in red in color to draw attention

Signs:
Restaurant has signs that give them directions to the ordering counters, order
receiving lines and the take away counters. They have display boards above the
ordering counters that display the various items on the menu. They also have small
signs near the register that display the latest items on the menu or latest offers so
that the customers are well informed. They also have signs which lead the customer
to the washing room.

Artifacts:
The restaurant also has a statue of their famous mascot Ronald McDonald near the
entrance.

Scent:
When a customer enters the restaurant they first thing they register is the wafting
aroma of their famous French fries. The smell is inviting and causes an appetizing
effect.
 GROUP 12 MCDONALDS

Russell Model of Affect:

Arousing

Unpleasant Pleasant

Service
Sleepy

Performance Gaps:

From observing the service delivery process, the following service performance gaps
arise:
 GROUP 12 MCDONALDS

Occasional failure in smoothing peaks in demands

(results in a lot of waiting time for customers)

Difficulty in controlling quality and consistency (eg:

forgot cheese, fries are not salted or they are raw, forget
to give ketchup and napkins)

Lack of knowledge: Customers are encouraged to clear

their own plates after finishing the meal but more often
than not, the employees have to clean up

Poor employee- technology job fit: Have to wait for an

expert to fix the POS in case it stops working. the
employee just puts a 'next counter please '

Recommendations:
Based on the service blueprint and the service performance gaps identified, the
following recommendations can be made:

Install the "Order ready Screen" to tell the customers that their orders are
ready. This would also help in reducing the traffic at the POS. Have a beeper
that can be given to customers so that they know when their orders are ready
and can go collect it. This is especially useful during peak hours to avoid long
queues.
A separate counter for beverages and desserts can be introduced. This will
also reduce the time in queue for customers who want to buy only a drink or
a dessert.
Have friendly posters to remind customers to clear their trays.
Inform customers if they are eligible for offers beforehand. This will improve
customer service.
Explicitly mention that customers are welcome to check the kitchen and the
food-handling processes. This would increase transparency.
Have a play area for kids. This will make the dining experience more
enjoyable for families.
 GROUP 12 MCDONALDS

Technology is an important aspect of the service delivery process at

McDonalds. If it fails, the consumer is immediately affected, because the
entire restaurant's modus operandi gets affected right from taking orders, to
issuing it to the kitchen operations and also transacting the payment. This
ultimately affects the consumer experience. For all these reasons, uptime is
very important at the outlet.