PRESENTATION QUESTION • If the marketing manager/management of Mc. what kind of analysis would you present to the management? • Answer: we would like to concentrate on the psychological aspects or behavioral aspects. Donald's restaurant asked you to analyze the aperture opportunity for its breakfast entrees. .

• Today people are becoming more work centric with very less time devoted towards the most important meal of the day. waffles. • Inspire of being the most important meal of the day breakfast is also the most ignored meal of the day in today’s times. and anything that is the main part of the meal. They have noticeably shifted towards a very fast life with almost no time for breakfast. . pancakes.INTRODUCTION • An entree is the main dish for any meal. so for breakfast it could be eggs.

Those who don’t eat breakfast and talk about it dismissively. happy with only cereal and muesli each morning . In fact.then those who take this breakfast thing very. very seriously. Die hard Bangalorean’s all have a favorite breakfast place and will fight tooth and nail to defend it and the coffee authenticity or chutney consistency if need be.BREAKFAST CULTURE WORLDWIDE • The world is divided into two types of people: . . BANGALORE • Bangalore has a breakfast tradition unrivalled by any other city in India. Breakfast and Tiffin are a citywide obsession. .

BREAKFAST & HEALTH • Skipping breakfast is strongly linked to the development of obesity. • Time invested in breakfast is much more valuable than the few extra minutes of sleep you might get by passing the morning meal. adolescents. Studies show that overweight and obese children. and adults are less likely to break the fast each morning than their thinner counterparts. .

WOMEN & BREAKFAST • It is observed that be it any meal of a day. She is stocking up on packaged and branded cereals. hence has gradually started embracing convenient options . decisions regarding this is taken mainly by WOMEN. • Also observed that in the IT industry itself 45% of women were employed (2010) • It's important for moms to educate their kids about the importance of the morning meal and the role it plays in maintaining good health and preventing obesity. while her neighbors and friends are keen on converting to a similar lifestyle. she uses her time more fruitfully in contributing to the overall development of her children than cooking. • She is adopting new eating habit to suit her lifestyle. • As a homemaker’s role is transforming from a ‘nourisher’ to a ‘nurturer’. Her children are easily adapting to the new morning regime. ready-to-eat/cook products that not only serve the purpose of a sumptuous breakfast. but also save time.

. • A change is taking place at the breakfast table of an average urban Indian household which is nothing short of a revolution. • Breakfast is a fast-evolving meal occasion and the principal drivers for this change are nutrition and convenience. who is in no mood to spend an hour in the kitchen preparing breakfast.CHANGING BREAKFAST HABITS • Younger generation wants to experiment with different cuisines. • The time-starved working Indian consumer.


• Estimates indicate that 20% of urban Indians miss breakfast while another 15% have an inadequate breakfast. • India’s fast food industry is growing by 40% a year. . Ready to-Cook (RTC) breakfast mixes (150crore – growth rate of 20 per cent)and oat (120 crore per annum with a growth rate of 25 per cent).STATISTICS • There is a steady growth in the number of households adopting new breakfast categories at around 30% . • cold cereals (350 crore. seeing a growth rate of 15 per cent). • The packaged breakfast market has doubled in three years to Rs 400 crore. It is growing at the rate of 30% annually.


What this means is that there is a significant number of people willing to have their breakfast outside home every morning. these guys have identified a growing trend and are capitalizing on it. Its not a question good or bad. Visits to restaurants for lunches and dinners are fairly common and occur on a weekly basis. Now the breakfast varies depending on which part of the country he is from. It makes the food industry more interesting now. FEBRUARY 28. Parathas in the north. is because there is a new trend of having breakfast at the cafe. We have moved from traditional fare to cereals and now breakfast on the go. A typical day for any Indian would begin with a cup of chai and Times of India accompanying his breakfast.CUSTOMER OPINION • • SATURDAY. The reason I am talking about this. 2009 • New Breakfast Trends Eating out has really caught on in India in the last decade. We have imbibed a lot from the west and the most recent addition is 'breakfast at the cafe'. idlis in the south and poha in the west are the conventional choices (of course there are plenty of options and egg remains the universal choice). . I would attribute this change to the effect of western sitcoms. Costa coffee and Barista already have the breakfast option.

BRUNCH .WHAT OPTIONS DO PEOPLE HAVE? . .Eat out at a regular breakfast joint (Sagar’s & Darshini’s) .Cereals.Hire a personal cook.Last resort.Concept of weekend cooking & refrigerating. oats. & heat n eat food (RTC) .Depend on a non-working spouse (homemaker). . .

and the Veg Spinach and Corn Mc Muffin. Chicken Sausage and Egg Muffin. • POSITIONING: a virtual all-day dining experience catering to all meal times. Hash Browns. Hot Pan Cakes with maple syrup. .WHERE DOES MC DONALD’S FIT IN • PRODUCT: Egg Muffin. • PRICE: Ranging between Rs 20 to 70. • The breakfast at McDonald’s will be made available from 7 am to 11am. Chicken Sausage Muffin.

SEIZING THE OPPURTUNITY • Portray Mc Donald’s as a friendly neighborhood restaurant. • Have breakfast options for the health conscious customers (salad sandwich. • Have user friendly outlets in areas such as ITPL. . easy. • Quick. Outer Ring road. • Utilize the already existing brand name/image in the market (leading food retail giant). scrambled egg) • Capture weekend crowd through highway outlets. Hebbal & similar localities. and a great way to start the day.

• Portray Mc D’s breakfast option as economical. • Globally: providing Vegan/Greener options .SEIZING THE OPPURTUNITY • Target women through advertising as they are seen to be the most influential in this case. • Home delivery services by charging minimal service fee. • Emphasize on family time granted at the restaurant by putting in minimum efforts.


• Launching the complete range of the global core offering – breakfast.CONCLUSION • As customer needs and life style patterns are changing very fast.” . it is important to extend their offerings with the Breakfast range. to their patrons so that they can kick-start their day with McDonald’s. is yet another milestone for McDonald’s in this strategically important market.