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One world, One Burger- McDonalds

By VASIM Calcuttawala

So, Lets go, Listen My story, Agenda of My story is

AGENDA
HISTORY SOME FACTS ABOUT MCDONALDS PAST AND PRESENT STRATEGY SWOT ANALYSIS 7 PS MCDONALDS LOCATION SELECTION TECHNOLOGY IN RETAIL RETAIL FORMAT STORE LAYOUT ORGANISATIONAL STRUCTURE

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."

Mcdonalds 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 brothers used assembly line procedures in their kitchen for mass production..

As word of their success spread, franchisees started showing interest. However, the franchising system failed because the

McDonalds 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. 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...

McDonalds in India

McDonalds History INDIA


Entered in India 1996
McDonald's India is a 50 50 JV partnership between MCDONALDS CORPORATION (U.S.A) and two Indian businessman Amit Jatia and Vikram Bakshi Localisation:
DONT 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 McDonalds 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 1997the first Drive Thru restaurant at Noida 1999the first Mall location restaurant at Ansal Plaza New Delhi 2000the first highway restaurant at Mathura 2001the first thematic restaurant at Connaught Place 2002the first restaurant in a food court at 3Cs, Lajpat Nagar and the first restaurant at the Delhi Metro Station at Inter State Bus Terminus

Segmentation, Targeting and Positioning


McDonalds uses demographic segmentation strategy with age as the parameter. The main target segments are children, youth and the young urban family

ADAPTION STRATEGY
Menu differences: Netherlands and Austria Beer Germany Chinese Week Canada Mc Pizza India Goat and lamb burgers half of menu vegetarian Japan ingredients such as cabbage and Teriyaki USA Barbecue bacon Burgers, sausage breakfast burritos

Mc -Strategies
International Growth
Forward Integration -Distribution through Franchisees Backward Integration -Local Sourcing, Suppliers

Market penetration & Development


McDonaldizing the supplier New Product Development - Aloo Tikki, Salad

Beverages
Cold Coffee
Ice Tea

Soft Drinks
Mc Shakes

Hot Serves

Menu

Ice-Tea

Menu

McShakes
McShakes
Nutrition at glance

Type (Quantity)

Se rvi ng siz e in g ms 27 5 40 0 50 0 27 5 40 0 50 0

Pr ot ein in g ms / se rv e

Ca lori es in kC al / se rv e

Pr ot ein %

Ca rb. in g ms / se rv e 29 8 43 3 54 1 27 0 39 3 49 1

Fa t in g ms / se rv e

Ca rb %

Fa t %

Chocolate (S/M/L)

7 10 13

52 75 94

7 10 13

3 3 3

19 19 19

3 3 3

Strawberry (S/M/L)

7 10 12

46 67 84

7 10 12

2 2 2

17 17 17

2 2 2

Menu

Floats

Menu

Soft Serves
Nutrition at glance Servin g size in gms 86 143 86 143 Protein in gms / serve 3 6 3 4 Calorie s in kCal / serve 25 43 23 39 Protein % 3 5 3 4 Carb. in gms / serve 140 241 126 208 Fat in gms / serve 4 4 3 3 Fat % 4 4 3 3 Type Carb%

Soft Serve with Hot Fudge (Small) Soft Serve with Hot Fudge (Medium) Soft Serve with Strawberry (Small) Soft Serve with Strawberry (Medium)

29 30 26 27

Menu

Soft Serve Cone


Nutrition at glance Protein in gms / serve 2 Calories in kCal / serve 16 Fat in gms / serve 3 Serving size in gms 71 Carb. in gms / serve 95

Protein% 2

Carb% 22

Fat % 4

Menu

Non- Veg Menu


Chicken Maharaja Mac

McChicken
Fiet-O-Fish

Chicken Mexican Wrap


Chicken McGrill Chicken McCurry
Menu

Filet-O-Fish
Filet-O-Fish

Fried, breaded fillet of fish, with a half slice of processed cheddar cheese, special tartar sauce served between steamed buns.

Nutrition at glance

Serving size in gms

Protein in gms / serve

Carb. in gms / serve

Fat in gms / serve

145

13

49

23

Calories in kCal / serve

Protein%

Carb%

Fat %

462

34

16

Menu

Chicken Maharaja Mac


Chicken Maharaja Mac 2 Grilled chicken patties with a smokeflavoured mayonnaise, fresh onions, tomatoes, processed cheddar cheese in a toasted sesame seeded bun.
Nutrition at glance

Serving size in gms 255 Calories in kCal / serve 573

Protein in gms / serve 32

Carb. in gms / serve 54

Fat in gms / serve 26

Protein%

Carb%

Fat %

12

21

10

Menu

Chicken Mexican Wrap


Chicken Mexican Wrap A traditional Mexican soft flat bread that envelops crispy golden brown chicken encrusted with a Mexican Cajun coating, and a salad mix of iceberg lettuce, carrot, red cabbage and celery, served with eggless mayonnaise, tangy Mexican Salsa sauce and cheddar cheese
Nutrition at glance Protein in gms / serve 14 Protein% 7 Carb. in gms / serve 37 Carb% 19 Fat in gms / serve 21 Fat % 11 Serving size in gms 192 Calories in kCal / serve 392

Menu

McALOO Tikki
McAloo Tikki Fried breaded potato & peas patty that is flavoured with a special spice mix, fresh tomato slices, onion, and veg. tomato mayonnaise between toasted buns.
Nutrition at glance

Serving size in gms 150 Calories in kCal / serve

Protein in gms / serve 6

Carb. in gms / serve 53

Fat in gms / serve 15

Protein%

Carb%

Fat %

367

35

10

Menu

Paneer Salsa Wrap


Pizza McPuff Mixed vegetables (carrot, beans, capsicum, onion and green peas), mozzarella cheese mixed with tomato sauce and spice blend coated with a savoury dough.

Nutrition at glance

Serving size in gms 80 Calories in kCal / serve 245

Protein in gms / serve 4 Protein% 5

Carb. in gms / serve 26 Carb% 33

Fat in gms / serve 14 Fat % 17

Menu

4Ps of McDonalds
Product
How should the company design, manufacture the product so that it enhances the customer experience?

Price
What should be the pricing strategy?

Place
Where should be the product be available and the role of distribution channels?

Promotion
What is the suitable strategy and channels for promotion of the product?

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

Some of the most famous marketing campaigns of McDonalds are:


You Deserve a break today, so get up and get away- To McDonalds Aap ke zamane mein ,baap ke zamane ke daam. Food, Folks, and Fun Im loving it.

I Love Children- Happy Meal

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.

McDonalds 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.

Organizational Chart

Social Events sponsored by McDonald's

McDonalds location Selection


Space require In terms of space: Minimum of 2,500 3,000 square feet carpet area on the ground floor with a clear height of 11 feet and a frontage of at least 35 to 40 feet. Offers both Counter Service and Drive through Service Drive-Thru, Auto-Mac, Pay and Drive, or McDrive as it is known in many countries, often has separate stations for placing, paying for, and picking up orders. "McDrive" locations near highways offer no counter service or seating.

In contrast, locations in high-density city neighborhoods often omit drive-through service There are also a few locations, located mostly in downtown districts that offer Walk-Thru service in place of Drive-Thru.
Some locations are connected to gas stations/convenience stores, while others called McDonald's Express have limited seating and/or menu or may be located in a shopping mall. Other McDonald's are located in Wal-Mart stores. McStop is a location targeted at truckers and travelers which may have services found at truck stops.

Home Delivery
McDelivery

11:00 am to 11:00 pm

McDonalds India is one of the few countries that provides a home delivery service Call on 6600 0666 and place the order. Minimum Charge 15rs Per order The restaurants will deliver to neighborhoods which are up to 10 minutes away by road.

Recognition [Rewards]
In addition to McDonald's competitive wage and promotion programs, hard work, dedication, motivation and results are recognized and rewarded at McDonald's. Appreciation comes in many forms - from a simple thank you for a job well done, to restaurant-wide recognition through programs such as the 'Face of the Month' and Face of the Quarter. McDonald's also offers great incentive programs with access to gift certificates and merchandise.

Technology In Retail
From old-fashioned cash registers to computerized point-of-sale systems that could track massive amounts of data in seconds McDonald's was the first quick-service chain to install touch-screen computers at the front counter and in the drive-thru, making it easier for servers to input orders. New POS, a product developed by Savista, will help McDonald's improve restaurant productivity and enhance the customer experience Attemt for solution that would permit debit, credit and gift card transactions to be processed through the standard POS system in less than four seconds

In a small number of restaurants, McDonald's U.S. is evaluating a customer order center concept that involves drive-thru orders taken by employees working remotely at two customer order centers. High-speed data connections are used to transmit the orders from the drive-thrus to the centers as well as from the centers back to restaurant Kitchen Staff.

Meanwhile, pilot tests of self-service ordering kiosks are underway in the Denver and Chicago markets. At this point, the kiosks accept only cashless payments as a way to keep the machines easy and quick to operate

Retail Format : Franchising


Franchising enables McDonalds to enjoy considerably faster growth and the creation of a truly global brand identity. On the financial side, McDonalds receives a monthly rent which is calculated on a sliding scale based on the restaurants sales There is also a service fee of 5% of sales that is contributed to support department activities and royalties. The purchase price of a restaurant is generally about 150,000 upwards. The new franchisee is expected to fund a minimum of 25% of this from their own unencumbered funds.

Store Layout
The new design will include the traditional McDonald's yellow and red colors, but the red will be muted to terra cotta, the yellow will turn golden for a more "sunny" look and olive and sage green will be added. To warm up their look, the restaurants will have less plastic and more brick and wood, with modern hanging lights to produce a softer glow. Contemporary art or framed photographs will hang on the walls. The exterior will have golden awnings and a "swish brow" instead of the traditional double-slanted mansard roof.

The new restaurants will feature areas: The "linger" zone will offer armchairs, sofas, and Wi-Fi connections. The "grab and go" zone will feature tall counters with bar stools for customers who eat alone; Plasma TVs will offer them news and weather reports. The "flexible" zone will be targeted toward families and will have booths featuring fabric cushions with colorful patterns and flexible seating. Different music targeted to each zone.

Store Layout

Store Layout

Store Layout

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 1 C and 4 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.

Jumbo King The branded vada pav chain


Introduced automation, packaging and Created a Brand

Jumbo King is a food chain that has branded Mumbais favorite snack, The Vada pav.
Vada pav is an INR 500 million market in Mumbai itself, out of which jumbo kings share is more than 100 million

Dheraj Gupta

Jumbo king has broken the stereotype method and introduce hygienic manhandled vadapv.
It has become Mumbai's most visited brand with over 40,000 customers per day

Jumbo king considers McDonald's its guru and aims to become Indias McDonalds.

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 McDonaldS