Executive Summary

Nowadays the population is enlarged in all places as well as the options for fast food
and services are developed. There are a lot of changes in people’s taste, so the fast
food industries should take those challenges and make strategies of dynamic to the
competitors and make an attraction to the consumers, then the firm can be developed.
In this report it is discussing about established and emerging value propositions in the
fast food industry, process map of order fulfilment process, application of blockchain in
fast food Industries, relationship between service quality and Profitability,
recommendations and conclusion.
Table of contents

1. Established and Emerging Value Propositions in the Fast food Industry 4

1.1. The established value proposition for a firm in the fast food industry 4

1.2. The emerging value proposition for firms in the fast food industry 4

2. Process map of order fulfilment process 5

3. Application of blockchain in the fast food industries 7

3.1. Definition of blockchain 7

3.2 . Purpose of blockchain in fast food industry 7

4. Relationship between service quality and profitability 7

4.1. Importance of customer satisfaction in fast food industries 8

4.2. Impact of quality service on consumer satisfaction 8

5. Operational challenges in implementing the blockchain 8

5.1. Challenges faced from government and codes 9

5.2 . Unequal access of blockchain 9

6. Recommendations 9

6.1 . Labelling of nutrition awareness 9

6.2. Attrition 10

6.3 . Sustainability 10
6.4 Vegan Options 10

7. Conclusions 10

8. Reference list 12
1. Established and Emerging Value Propositions in the Fast food Industry

1.1. The established value proposition for a firm in the fast food industry

According to Kara, Kaynak and Kucukemiroglu (1995, p.17) research, for getting profit
in fast food firms, marketing is very important and if they consider some factors, they
get customer satisfaction. A firm’s value proposition is an advantage to the firm which
gives promise of delivery.
Customers want to achieve the satisfaction of their wants (Armstrong et al. 2018, p.11).
A firm keeps a better position in customers mind differentiating from other companies.
The position of the fast food industry keeps a position to customers that to provide
better services, especially their main aim is for those who want to eat the food fast. For
example, McDonald has a value proposition, found that they are aiming for better quick
food, affordable pricing, quick and better services, comfortable places with better
seating and parking facilities: there are other options available in McDonald, free
delivery, food verities provided for all customers and McDonald store are available in all
places. They are arranged in different packages to customers like happy meals for kids
and families, coffee, cool drinks etc.

1.2 . The emerging value proposition for firms in the fast food industry

The value proposition emerged in fast food industries to provide healthy diet products,
offer prices in special days, application for ordering food such as Uber Eats and menu
log. Nowadays fast food industries are developing and having many competitions. The
value propositions benefit on satisfaction of consumers and perception of value and
found that talk about the advantages of value propositions as well as the identifying the
dealings with their promotion offers, which will affect consumers’ mind (Payne, Frow &
Eggert, 2017, p. 477).Value proposition is like a method for communication of skills in
companies to provide resources and offering to targeted consumers (Payne, Frow &
Eggert, 2017, p.472).
2. Process Map of Order Fulfilment Process.

A fulfilment process map has an important level of procedures and activities are
essential to obtain an output (Collier & Evens, 2016, p.142). All process maps have a
procedure for gap between start and end. The flow chart of order fulfilment process is
available below. It begins with the step from when the customer reaches to the
restaurant and orders the food by standing in a queue. There are various kinds of items
in McDonalds are considered in the process of flow chart like fries, soft drinks, and soft
burgers, which has special level, when the meal not prepared in time, it will move to
different level, where it is prepared. The last step of process map will end where the
items are set on the plate and served to consumers. The process map benefits to find
levels in fast food restaurant operations. For the task or activity is used for the process
in a symbol, a task is represented by rectangle, for the step for start or end of process
work flow is recorded in an oval, for choosing decision is used in diamond but decision
in two ways, arrow is represented for changes in the procedure to the further task and
the input from the before stage is recorded in a parallelogram.

The process flow chart is available below

3. Application of Blockchain in the fast food Industries

3.1. Definition of blockchain

Blockchain is one of the developed systems in the current situation and it has different
application in different sections. Fast food in blockchain means that using with a digital
ledger with all details are recorded which track all details about the food and recorded in
blocks connected with every forming a chain (Kshethri 2019).

3.2. Purpose of blockchain in fast food industry

Blockchain was applied only in finance in the past, however presently, it is started to be
used in fast food industries. The fast food restaurants accepted in their supply chain due
to the blockchain. Above 600 million of people in the world are buying the food like
adulterated and contaminated in all year; therefore all food firms concentrate food’s
quality, it can increase the consumers and block chain can help to keep the quality by
tracking all details linked with and rise the safety of food (Kshetri, 2019, p.63).
Blockchain can give clarity to the issues for which they analyses the solution. The
blockchain made a development to the supply chain and helps to decrease supply
chain’s cost as well as unwanted steps.

4. Relationship Between Service quality and Profitability

The fast food companies are needed to maintain the quality of service to achieve better
profit and consumers will show loyalty to the firm by the quality of services, as well the
number of consumers may increase, according to the service quality; this may lead to
increase the profits of the firm. During the research it is identified that consumers give
more privilege to price, taste of food, service, working hours, reputation, cleanliness etc.
If the firms should not do this, then the consumers will change their mind to other
competitor because nowadays there are many competitions in the market. Consumer
satisfaction is the main factor to make success the restaurant and it can achieve more
profits. The firms must focus the customers want, sometimes firms company needs to
update according to the situation, and this will make the company attractive to the
consumers. The more company focuses on consumer’s service then the profitability is
higher.

4.1 . Importance of customer satisfaction in fast food industries

It is very difficult to understand the relationship between the quality service and
profitability. There is no appropriate evidence and research on the connection between
quality services and profits; the experiments organized and factors such as supply
chain, value chain and related service operations noticed deeply to analyses the
relationship (Stank, Gldsby & Vickery 1999, p.431). The quality service is main key on
consumer satisfaction and there is an important role in the sustainability and positive of
the firm and company should make consumers’ value and keep the value till the end of
the firm (Namin 2016, p.79)

4.2. Impact of quality service on consumer satisfaction

All firms must focus mainly on maintaining the service quality to develop the satisfaction
of consumers as well as firm should focus on other factors, such as food quality, price
and geographical location of the restaurant ;by satisfying the consumers, company can
improve their profit and it is very difficult to keep the customer satisfaction till end of the
firm (Prybutok &Qin 2008, p.35).

5. Operational Challenges in Implementing the blockchain

5.1. Challenges faced from government and coders

According to Al-Safaq and Seilder (2017, p.343) research , when the blockchain
system came into reality, it did not understand the negative impact of blockchain on
trade, after researching, it got know about the negative impacts of block chain on trade,
then the government brought many communication restrictions due to its connection
with darknet; blockchain has other name also, it is called Bitcoin (cryptocurrency),it has
different restrictions, because connection with the darknet in every details recorded in
the blockchain can be sold with non-concern of related individual or firm, for an example
in 2014, there was a firm known as MtGox, they lost around 840000 Bitcoins which is
belonged to consumers by hackers and it was huge loss for the company. Therefore,
the same case can happen to McDonalds, if the main details are hacked by any
people, then their profit will reduce also the firm will lead to failure. For the blockchain
has codes and it is made by humans, the codes can be truth, however we cannot
believe people who made the codes.

5.2. Unequal Access of Blockchain

According to Al-Safaq and Seilder (2017, p.344) research , block chain system can be
used in all places and it is needed high speed internet to confirm the transaction of the
firm. However, in the real life, the telecommunication is very weak in many places and
not only in developing countries but also in some developed nations face these issues
in some occasions, there are different nodes are connected in blockchain, which include
top bandwidth but for the activation , it is needed high processing power and storage
facilities. Al-Safaq and Seilder (2017, p.344) suggested that, in western nations there
are a lot of blockchain users, in their lifestyle, they are concerned the codes and
interface but they cannot use the similar things in other nations and blockchain can be
overpowered through forces of market; without the trace of transaction, blockchains can
exchange the goods, if any workers from McDonalds do any trade with others, it cannot
to trace the transaction, so it shows insecurity to the firm due these issues.

6. Recommendations

6.1. Labelling of Nutrition Awareness

There is much awareness about the unhealthy junk food, which will be badly affected
the body and lifestyle. People are opting the food only for the taste, but not considering
getting healthier by taking lower calorie into their body. However, McDonalds should
consider adding healthier meal which benefits the consumers’ body. It is essential to
add labelling of nutrition details on all packaging, then consumers can understand, what
are the merits and demerits of the food (Cleveland, Simon & Bloc 2018, p.1102).

6.2. Attrition
Employees of McDonalds should bring the wants of consumers and new technological
usage. All employees might not be benefited by training for using new technologies as
well as if the employees feel more work stress and tiring shifts in 24 hours outlets may
lead to attrition. Furthermore, there is another important point to say that about the pay,
the attrition rate may rise due to lower pay compared to other fast food firms.

6.3. Sustainability

Carbon footprint increased because from 2010 to 2011 Mc Donald’s used almost 4.04
Giga Joules of energy for 100 transactions. The plastic usage increased because
McDonalds also gives plastic straws, lids, cups etc. They should change from this path
to operate with greener ways.

6.4 . Vegan Options

Burger King or Hungry Jacks have started vegan patties as meat items; therefore,
McDonalds must do a same item for vegans, this can be attractive to the vegan market
and can attract consumers by cheap pricing in other firms.

6.5. Introduce blockchain to new products

Details can be recorded in block chain through blocks; therefore, blocks can record the
customer’s feedback, the McDonalds can target the consumers easily and they can
bring new products for the attraction. This will lead to better result to the firm. Moreover,
firm can keep the discount to attract the customers and they can go better position to
achieve the target.

7. Conclusion

From this report, it analysis about the fast restaurant’s value proposition from
McDonalds, their process map which explains for the procedure in workers operations
in McDonalds, manufacturing application excellence which explains about the
characteristics of benefits in McDonalds for the future operational, challenges
implementing the block chain faced by the fast food firm, recommendation explains
about the path of development for McDonalds.