GAP Model on McDonald’s

Presented By:

Anand K. Gaikwad.
Guru Naidu Potala.
Vinay Lalchari.
Priyanka B.
Sarath G. K.
Objective & Methodology Used.

Objective: To do a GAP analysis of McDonald’s.

Methodology: We took the responses from 20

customer and also personally visited the
restaurant and took the “Restaurant Tour” and
tried to understand the mantra for their quality
control and fast service abilities.
 GAP 1: Not Knowing What Customers
Expect.
Reasons:
 Fast Service.
• Inadequate Market
 Hygiene Food.
Research.
 Fun Place for Kids.
• Lack of Upward  Parking.
Communication.  Cleanliness of the
• Insufficient Store.
Relationship Focus.  Empathy.

• Inadequate Service  Drive Through.

Recovery.  Location.
 Important Attributes
Most Important Very important Important Less important Unimportant
9 9 9 9
8 8 8

6
5 5 5 5 5 5
4 4 4
3 3 3 3 3
2 2 2 2 2 2
1 1 1 1 1
0 0

Affordble Price Cleanliness of Quality Food Fast Service Parking Facility Fun Place For Kids Hygiene Food
Store

Politeness
Willingness to Help and Solve
Frequency Percentage
Query.
Frequency Percentage 50
45
45

20 25

10 10
9 5
4 9
5 0 0
1 0
2 0
Strongly 0 Strongly 0
Agree Somewhat Somewhat
Neutral Agree Neutral
Agree Somewhat Agree Somewhat
disagree Strongly Strongly
disagree
Disagree Disagree
 Dislike in McDonald's
Frequency Percentage

35
25
25
15
7
5
5
3
Location
Long Q
No Home delivery
Self Service

Closing GAP 1:

 Increase the number of franchises in cities (at least in

Metros.)
 Introduce the drive through outlets at meaningful
locations and in more meaningful way.
 GAP 2: Service Design and Standards.
Reasons:
 Time to Get Ordered
 Poor Service Design. Food.(Vague Service
 Absence of customer Design)
Driven Standards.  Quality of
 Inappropriate Physical Food.(Service Quality
Evidences and Goals)
Servicescape.  Tangible Evidences.
 Price.
 Time to Place Order.
 Mismatch in Order.
 Time to Place Order < 3 Mins.
Time for Delivery < 2 Mins.
Frequency Percentage
Frequency Percentage

40 45
50
35

10 10
8 9 5 7 10
0 5
2 2
1 0
Strongly 0 Strongly 1
Agree Somewhat Somewhat
Neutral Agree Neutral
Agree Somewhat Agree Somewhat
disagree Strongly disagree Strongly
Disagree Disagree
Mismatch in Order
65 Frequency Percentage Dislike in McDonald's
Frequency Percentage
15 15
13 35
5
3 0 25 25
3
1
Strongly 0 15
Agree Somewhat 7
Agree Neutral
Somewhat 5
Strongly 5
disagree 3
Disagree
Location
Closing GAP 2: Long Q
No Home
delivery Self Service

 Increase the number of cash counters in peak hours.

 Have more established and proper system to avoid
delivery mismatch.
GAP 3: Delivering Service Design to
Standards.
Reasons:
 Staff Behavior.
 HR Policies.  Role Conflicts.
 Service  Training.
 Intermediaries.  Channel Conflicts.
 Fail to Match Supply  Quality Control.
and Demand.  Supply=Demand
 Recruitment.
 Salary.
 Good Quality
Frequency Percentage

50

25

20
5
5 10

0
1 4
Strongly Agree
Somewhat Agree 0
Neutral
Somewhat disagree
Strongly Disagree

Closing GAP 3:
 Increase the salary of employees.
 Have a better recruitment policy for crew
members.
GAP 4: Not Matching Performance to
Promise.
Reasons:  Promotions and
 Lack of Integrated Advertisements.
Service Marketing “Aap ke Jamane Main
Communication. Baap ke Jamane ke
 Overpromising. Daam…..!!!”
 Communication “Happy Meal”
between Sales and “Kite Meal”
Operations. “Shrek Meal”
 Same Policies and
Procedure
 Menu.
 Operating Hours.
 Time to open
Frequency Percentage

50
25
20
5 5
4 10 0
1
7 am to 10 pm 0
8 am to 10 pm
Neutral/ 10 am
to 10 pm 11 am to 11 pm
others

No Overpromising through Promtion

Frequency Percentage
Advertising
Frequency Percentage 65

55 35

20 13
15 11
3 4 5 5 7
1 1

Strongly Somewhat Neutral Somewhat Strongly Yes

No
Agree Agree disagree Disagree

Closing GAP 4:
 Can open store for the breakfast.
 Can have more customized menu through Happy
Meal.
Customer GAP:
 95 % customer did
100
not had any bad
90

80
experience in
70 McDonald’s.
60

50 No
 1 customer had a bad
40 Yes
experience and that
30

20 was mismatch in
10
order.
0
Frequency
Percentage
Bad Experience
Thank You….!!!

Q&A