WELCOME TO

THE WORLD OF McDonald’s

 So, Let’s go, Listen My story, Agenda of My story is

AGENDA
• HISTORY
• SOME FACTS ABOUT
McDONALD’S
• VISION
• PAST AND PRESENT
STRATEGY
• SWOT ANALYSIS
• 7 P’S
• CRM
McDonald's Mission Statement

"McDonald's vision is to be the world's

best quick service restaurant
experience. Being the best means
providing outstanding quality, service,
cleanliness, and value, so that we make
every customer in every restaurant
smile."
 Mcdonald’s History
 McDonald's was started as a drive-in
restaurant by two brothers, Richard
and Maurice McDonald in California,
US in the year 1937. The business,
which was generating $200,000 per
annum in the 1940s, got a further
boost with the emergence of a
revolutionary concept called 'self-
service.'
 The brothers used assembly line
procedures in their kitchen for mass
production. Prices were kept low.
Speed, service and cleanliness became
the critical success factors of the
business. By mid-1950s, the
.
restaurant's revenues had reached
 $350,000 .
As word of their success spread, franchisees started showing
interest. However, the franchising system failed because the
 McDonald’s History
• At this point, Ray Kroc (Kroc), distributor for
milkshake machines.Expressed interest in the
business, and he finalized a deal with the
McDonald brothers in 1954.

• He established a franchising company, the

McDonald System Inc. and appointed
franchisees.

• In 1961, he bought out the McDonald

brothers' share for $2.7 million and changed
the name of the company to McDonald's
Corporation. In 1965, McDonald's went
public...

Currently McDonald's operates in 121 countries &

having more than 30000 restarunt and serving 53 Mn
customers everyday
McDonald’s History INDIA
• Entered in India 1996

• McDonald's India is a 50 – 50 JV
partnership between MCDONALD’S
CORPORATION (U.S.A) and two Indian
businessman Amit Jatia and Vikram
Bakshi

• Localisation:
 DON’T OFFER ANY BEEF OR PORK ITEM IN
INDIA
 IN PRODUCT LIKE MCVEGGIE, PIZZA
MCPUFF ETC.THEY USE SPICES
FAVOURED BY INDIANS
 SOFT SERVES AND MCSHAKES ARE
EGGLESS

• Actively Involver in many social activities likegi

CHILD EDUCATION, PULSE POLIOiesetc.
 History in India

• 1996 …the first McDonald’s restaurant opened on Oct.

13, at Basant Lok, Vasant Vihar, New Delhi. It was also
the first restaurant in the world not serving beef on its
menu
• 1997…the first Drive –Thru restaurant at Noida
• 1999…the first Mall location restaurant at Ansal Plaza –
New Delhi
• 2000…the first highway restaurant at Mathura
• 2001…the first thematic restaurant at Connaught Place
• 2002…the first restaurant in a food court at 3C’s, Lajpat
Nagar and the first restaurant at the Delhi Metro Station
at Inter State Bus Terminus
 McDonald’s SWOT Analysis
 Brand Equity…world-wide  International expansion
 42% of US fast-food  Only serving 1% of the world’s
hamburger business population
 Consistency of food  Growing dining-out market
 Successful items: Fries, Happy
Meal, Aloo tikki, Egg
McMuffin, Promotions
 Overseas market
 Balance sheet position

 Declining market share  Mature/overstored industry

 Weak product development
 Quality and taste of products
Next
 Strength of competition
 More health-conscious
consumers
 Fluctuation of foreign exchange
rates; Economies
 Income Trends
Returns
20.0%
18.0% 17.7%

16.0% 16.6%
14.7%
14.7% 14.4%
14.0%
13.0% 14.6%
12.0% 12.3%
10.2%
10.0%
9.1%
8.0%
6.7%
6.0%
4.0% 4.5%

2.0%
0.0%
1994 1995 1996 1997

Revenue Net Income Profit margin SWOT

 Mc -Strategies

 International Growth
 Forward Integration
-Distribution through Franchisees
 Backward Integration
-Local Sourcing, Cold Chain, Suppliers

 Market penetration & Development

- McDelivery
 New Product Development
- Aloo Tikki, Salad
 Our Products

Veg- Menu Beverages

Non- Veg Menu Frozen Desserts

Add ons Check our Meals

Next
 Beverages

Cold Coffee

Ice Tea

Soft Drinks

Mc Shakes

Hot Serves

Menu
 Frozen Desserts

Soft Serve Cone

Mc Swirl

Soft Serve

Flavor Burst

Floats

Menu
 Non- Veg Menu

Chicken Maharaja Mac

McChicken

Fiet-O-Fish

Chicken Mexican Wrap

Chicken McGrill

Chicken McCurry

Menu
 Veg Menu
                  
McVeggie™

McAloo Tikki™

Paneer Salsa Wrap

Crispy Chinese

Veg McCurry Pan™

Pizza McPuff™

Menu
 Past Mc Product Strategies

• Product Development
– Successes: Fries, Happy Meal, Big Mac, Egg
McMuffin, Promotions
– Failures: McPizza, Fajita, Carrot Sticks,
McLean, and the Arch Deluxe
 Place

McDonald's opened its doors in India in October 1996. Ever since then, our
family restaurants in Mumbai, Delhi, Pune, Ahmedabad, Vadodara,
Ludhiana, Jaipur, Noida Faridabad, Doraha, Manesar and Gurgaon have
proceeded to demonstrate.
 McDonald’s Outlets
• The ambience and the environment is same at
all the outlets of McDonald's.
Pepole

• Each outlet is headed by a

Restaurant Manager . He is
responsible for the daily operation
and customer interaction.

• Delivery Crew Member carries

basic operation of a restaurant.
Ensures customer satisfaction at
the restaurants.

• In order to motivate there

employees they give them stars as
per their performance.
 Supply Chain

Our growth plan for the next three years is more a function of getting our
logistics and cold chain right rather than going to far off places.“

- Amit Jetia, managing director, McDonald's India, Mumbai Joint Venture,

 Supply Chain

Suppliers Mfg Dist. Retai Customer

Material Flow
Supply Chain
Trikaya Agriculture - Supplier of Iceberg
Lettuce.
successfully grows speciality crops like iceberg lettuce, special
herbs and many oriental vegetables. Farm infrastructure
features:

A specialized nursery with a team of agricultural experts.

Drip and sprinkler irrigation in raised farm
beds with fertilizer mixing plant.

Pre-cooling room and a large cold room for post harvest
handling.
A large cold room and a refrigerated van for transportation where the
temperature and the relative humidity of this crop is maintained
between 1º C and 4º C and 95% respectively

Vista Processed Foods Pvt. Ltd. - Supplier of

Chicken and Vegetable range of products.
A joint venture with OSI Industries Inc., USA, and McDonald's India Pvt.
Ltd. Vista Processed Foods Pvt. Ltd. produces a range of frozen chicken and
vegetable foods.  A world class infrastructure at its plant at Taloja,
Maharashtra, has:
 Separate processing lines for chicken and vegetable foods.
 Capability to produce frozen foods at temperature as low as -35 Degree
Celsius to retain total freshness.
 International standards, procedures and support services.
Supply Chain
Dynamix Diary - Supplier of Cheese.
Dynamix has brought immense benefits to farmers in
Baramati, Maharashtra by setting up a network of milk
collection centres equipped with bulk coolers.  Easy
accessibility has enabled farmers augment their income by
finding a new market for surplus milk.  The factory has:
 Fully automatic international standard processing
facility.
 Capability to convert milk into cheese, butter/ghee,
skimmed milk powder, lactose, casein & whey protein
and humanised baby food.
 Stringent quality control measures and continuous
Research & Development.

Radhakrishna Foodland -
Distribution Centre.
An integral part of the Radhakrishna Group, Foodland
specialises in handling large volumes, providing the
entire range of services including procurement, quality
inspection, storage, inventory management, deliveries,
data collection, recording and reporting.  Salient
strengths are:
 A one-stop shop for all distribution management
services.
 Dry and cold storage facility to store and transport
perishable products at temperatures up to - 22
Degrees Celsius.
 Effective process control for minimum distribution
cost.
 CRM
• They have a feedback And suggestion form available at
each outlet.
• For the techno savy Customers they have a online Feed
back form.
• All the upcoming product and related info are posted on
there website-
www.McDonald's.com
 Contribution to Economic Growth

• McDonald's India has already

contributed directly & indirectly
Rs. 95 crore (approx. 16 per cent
of total turnover) as revenue to
the Center and the State towards
Sales Tax, House tax and Income
Tax in the last seven years. By
2005 this amount shall see an
increase of more than 30 per cent
per annum.
BYE BYE SEE U AT McDonald’S