FAST FOOD RETAILING IN INDIA – raising the quality and
service bar
PRESENTED BY :
BHAVESH AMETA(04) OLIVIA DUTTA (08) RAHUL RAJ (24) VIKAS KUMAR (39)
PROLOGUE• The Indian fast food market.• Key players
MCDONALD’S INDIA OPERATION
• JV between McDonald’s corporation and two India partners.
• First restaurant in New Delhi opened on 13th October 1996
•A leading player today.
• Core Focus on : Quality, Environment, Price
SERVING THE INDIAN PALETTE
• Cheapest burger in the world• Special product formulation to meet the Indian taste buds • No prok, no beef items, eggless mayonnaise in veg items• Additional investment at factory level to separate veg and non- veg lines.
•Innovation in food is made through extensive research – product test launch – product change
VALUE PROPOSITION
• Economic factors reviewed• Price penetration strategy adopted to sustain long growth• MCDONALD’S leverages economies of scale to maximize value to customers• It offers A BUNDLE of experiences
•“ value meal” and “happy price menu” : address value, choice & flexibility
LOCATION
McDonald’s prefers to be located at place convenient to people.
It requires a minimum space of 2,500-3000 sq feet carpet area.
Feasibility studies are done upon location finalization
The people & Training
• SERVICE (100 % satisfaction provided by employees) fast, attentive, friendly, accuracy of order taking & filling.
• Quality of service through training• Indian employees were send to Indonesia
through joint ventures by MC. Donald's • Induction training is to be provided to the
employees at the time of joining• Crew members are specially trained for
food safety• Restaurant leadership program me at
Hamburger university.
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