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second only to Santa Claus in terms of recognition. “Who could we get to open them for us?” they asked “Well”. a distributor of milk shake maker – Multimixer. he pitched the idea of opening up several restaurants to the McDonalds brothers. introduced 1963. Service. 52. Kroc answered.The Beginning     1954. heads west on hearing about the McDonalds Bros hamburger stand in California Seizing the opportunity. Cleanliness and Value (QSC&V) “ We take the burger business more seriously than anyone else” Ray Kroc “ If you’ve got time to lean. “What about me?” Ronald McDonald. you’ve got time to clean” Ray Kroc . Philosophy and Vision:   McDonalds complete commitment to Quality. Ray Kroc.

New Delhi in October 1996 Entered into two JVs with Connaught Plaza – Vikram Bakshi – North and Hardcastle Restraunts . Incorporated in India in 1993 McDonald’s opened its doors in India in Vasant Vihar.McDonalds India  To be India’s best quick service restaurant experience – supported by principles and core values Wholly owned subsidiary McDondalds India Private Limited.Amit Jatia – West     .

Teriyaki Burger – Japan .Aloo Tikki Burger – India Indian Challenge:   40% Vegetarians – vegetarian selections to suit Indian Tastes Maharaja Mac replaced Big Mac – Chicken Patty instead of beef Mc Aloo tikki and Puzza Mcpuff introduced .Burgers with Thai Basil – Thailand .Product Product Adaptation: Product adaptations in the Asian Markets to suit Indian Tastes:.Rice Dishes – Indonesia .

casual. comfortable and contemporary look Friendly and well trained staff Emphasis on cleanliness .PRODUCT Restaurants Management System (RMS):   2 Separate Menus: Green – Veg and Purple – Non Veg Separate veg. nonveg kitchens with dedicated staff. preparation and wrapping areas Different uniforms for kitchen crew to clearly distinguish roles Family Restaurant Concept:     The McDonalds experience for the whole family Focus on kids – gifts galore Brightly lit.



PLACE Location  Macro Context – India  Micro Context:Tier 1 cities  Big family size restaurants:  High density marketplaces  Shopping Malls  Railway Stations/Metro Stations  Desert Kiosks Tier 2 Cities  National Highways (Drive In’s) Channels  Franchise Model  Company Owned Flagship Outlets Coverage  Pan India Presence .

there is practically no need for a knife in the restaurant.PLACE Distribution  Matching supplier production with deliveries to meet schedules and restaurant needs  3 centralized distribution centers at Mumbai. Delhi and Kochi  Emphasis on economies of scale – High storage volumes  QIP (Quality Inspection Program) – Quality checks at 20 points in the supply chain  HACCP (Hazard Analysis Critical Control Point) – Food safety standards emphasizing prevention of faults rather than detection through inspection  “With a Cold Chain in place. Chopping and food processing is done in the plants. Restaurants are confined to only the actual cooking” – Amit Jaitia Logistics  AFL Logistics – 50:50 JV between AirFreight and FX Coughlin of USAMcDonalds international logistics partner .

PRICE Pricing Strategy  “ Customers attracted purely by these unsustainable but attractive low prices (Happy Price Menu) would not pay repeat visits” –  Development of a low cost supply chain – crucial enabling factor (Trikaya Agri. Amrit Foods. Vista processed foods.S. Cremica Industries. fries. coke (Medium size) Competitive Pricing:KFC – Rs 59-79 (Burger and Drink) Pizza Hut – Family Meal (2 medium pizza’s and pepsi) – Rs 350 – 400  Even these low prices ensure a 40% margin!!  Pricing lower than Pakistan. Radhakrishna Foodland. fries. Sri Lanka and 50% lower than U. Dyanamix Diary) Value Pricing: Happy Meals – Small Burgers. coke and toy  Combo Meals – Burger. .