PRESENTATION ON

RESTAURANTS
• PRESENTED BY:-
• PREETI
• RIMPAL
• GURMEEN
• ANSHITA
• KHUSHBOO
 WELCOME TO
THE WORLD OF McDonald’s
“One world, One Burger”- McDonald’s
CDonald’s Introduction
 McDonald’s is the global fast food
giant.
 Founded in 15 may 1940 in
CALIFORNIA .
 FOUNDERS –RICHARD AND
MAURICE MACDONALDS.
 Headquarters-oak brook ,illiona us.
 Forty eight 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
 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.
 McDonald’s in India
developed a range of
100% pure Veg food,
along with Non-Veg
range.

 Competitors was more.

 McDonald’s efforts were

aimed purely at driving
traffic in.
 McDonald’s introduced
home delivery system in
stipulated areas.

 Also introduced samples

with the core products.
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
 PRODUCTS
 Mc Donald’s sells Hamburgers, Chicken sandwiches, French
fries, Soft drinks, Breakfast items and Deserts.
 Mc Donald’s also offers salad and vegetarian items, wraps
and other localized fare.
 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.
 SUB BRANDS
 The company also operates other
restaurant brands , Piles Café.
 The company owned a majority stake
in Chipotle Mexican grill until October
2006.
 Until December 2003, it also own
Donatos pizza.
 On august 2007, McDonald’s Boston
Market to Sun Partners.
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
 Their ads talk about emotions,
family ties and fun and all these have
high legal appeal .
 They don’t use print media.
ACHIEVEMENTS
 Among all the competitors
McDonald’s is the leading brand.
 During its initial footsteps it starts
from California and now it is
expanded to 31000 countries
worldwide.
 Don Gorske, a McDonald’s enthusiast,
has consumed over 20000 big
Mchamburgers .
 He appeared on Supersize me, is listed
in Guiness Book of World Records,
and has a movie called Mc Daddy.
 CONTROVERSIES
 In 1990, a small group of activists criticized
its environmental health and labour record.
 In 1999, French anti globalisation activist
Jose Bove vandalized a half built McDonald
to protest against the introduction of the fast
food in the region.
 In 2002, vegetarian group largely Hindu and
Buddhist successfully sued McDonald’s for
misrepresenting their French fries as
vegetarian when they contain beef broth.
 LEGAL CASES
 Mc Donald’s has been involved in a number of law
suits as:
 McDonald’s sued a Scottish Café owner called
McDonald, for the use of their trademark.
 In the Mc Libel case, Mc Donald’s sued two activists
for distributing pamphlets attacking in environmental
labor an d health records.
 In Perth, west Australia, Mc Donald’s plarded guilty
to five charges relating to the employment of children
under 15 in one of it outlets and was find AU$8000.
 VARIOUS OTHER FACTS
SHOWING POPULARITY
OF MCDONALD’S
 Fast food nation, book by Eric Schlosser.
 Supersize me, a documentary film by
Morgan Spurlock.
 McDonald's video games are also launched
in the market.
 Some other documentary films on Mc
Donald’s are Maxime, Mc duff and Mc do.
 KFC is based in Louisville, Kentucky, and is the world’s most popular
chicken restaurant chain.
 Founded by Colonel Harland Sanders in 1952.
 More than 11,000 outlets
 85 countries and territories around the world.
 8 million customers each day.
 Yum! Brands is run by David Novak,
Chairman & CEO
 KFC Division is run by Cheryl Bachelder,
President and Chief Concept Officer
In Past 5 Years:
Debt Ratio has dropped 25%
Net Income after Taxes has increased 31%
Profit Margin has increased 41%
PIZZA HUT
INTRODUCTION
 FOUNDERS-DAN & FRANK CAMEY
 FOUNDED-1958 IN WICHITA, KANSAS,USA
 BASED IN-ADDISON,TEXAS,USA
 34000 OUTLETS IN 100 COUNTRIES
 EMPLOYING MORE THAN 300000 PEOPLE
 PARENT-YUM! BRANDS (1997-PRESENT)
PRODUCTS
 THE SICILIAN PAN PIZZA
 THE HAND TOSSED TRADITIONAL PIZZA
 BUFFALO WINGS
 THE EDGE PIZZA
 TWISTED CRUST PIZZA
PLACE
 MORE ACCESSIBLE TO THE CUSTOMERS
 CAFETERIAS
 SPORTS AREAS
 MAJOR AIRPORTS
 SCHOOLS
 SHOPING MALLS
 OFFICES
PROMOTIONS
 PROVIDES SPECIAL OFFERS

 SEASON’S PROMOTION

 INTRODUCE NEW PRODUCTS

PRICE
 LOW PRICE FOR MEAL

 COMBO PACKS

 PROVIDE SPECIAL OFFERS

STARBUCKS IN
1980’s
.
•HOWARD SCHULTZ
CAME INTO STARBUCKS
IN 1982 AND RE-NAMED
FROM “STARBUCKS
COFFEE TEA AND
SPICES” TO
“STARBUCKS”.

•RE-IMAGE FROM ONLY

SELLING COFFEE BEANS
TO BE A COFFEE HOUSE.
 90’s TILL NOW
•13168 RETAIL OUTLETS WORLDWIDE .
•STARBUCKS HAS BEEN EXPANDING ITS
BUSINESS INTO FOOD’ ICE CREAM,TEA
• MUSIC, CREDIT CARDS AND FILM.
•CANADA
•LATIN AMERICA
•EUROPE, MIDDLE EAST AND AFRICA.
•ASIA- PACIFIC.
STARBUCKS EXPERIENCE…….$$$$
 MOST OF STARBUCKS CONSUMER ARE NOT
PRICE SENSITIVE.
 IN 2004 STARBUCKS RAISED PRICE MORE THAN
3% IN EVERY PRODUCT.
 STARBUCKS STOCK PRICE HAS BEEN INCREASING
SINCE 1992.
•COMFORTABLE SETTING TO CREATE
POSITIVE AND UPLIFTING EXPERIENCE.
•INVITING STORE AMBIENCE.
•UNIQUE WARMTH THAT SETS APART
FROM “WORK” AND “HOME”.
•CUSTOMISED BEVERAGE ORDER.
•EMOTIONAL CONNECTION BETWEEN
BARISTA AND CUSTOMERS.
BYE BYE SEE U AT McDonald’S

ha n k
T
y o u