McDONALD’SF a s t F o o d R e s t a u r a n t

• McDonald’s entered India in 1996 in thewake of much publicised problems faced byKFC – PR problems, Market problems andPalate problems...

• There was a barrier towards the McDonald’smenu & value perception.

• These barriers resulted in low footfallswithin the restaurants and even thesefootfalls did not translate into high tickets.

• McDonald’s was perceived to be a westernplace meant for the youth, the rich, elite,westernised people. It had uninspiring food,an upmarket English speaking crew and wasnot really affordable!!

Background

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Create a distinctive image of McDonald’s in theconsumer’s mind.

 Key Issue

McDonald’s image in the non-user’s mindcontinued to be that of a westernised place meantfor the youth, the rich, elite, westernised people.It was perceived to have uninspiring food, anupmarket English speaking crew and again, wasnot considered really affordable.

Task

To get the critical volume st ream (SEC B) in andto provide them with a very Indian experience.To build the perception of McDonald’s as awelcoming, affordable family restaurant with anexceptional eating experience that makes you feelspecial and makes you smile.

Target Identified

The core segment was defined as families withchildren. The bull’s-eye identified as the maindecision maker: fathers.

Consumer Insight: Indian families

historically used ‘food’ and community

dining as a bonding experience.

Phase 2 (2000 onwards)Phase 1 (1997 - 1999)

Get people in. Increase footfalls. Convert footfallsinto profitable footfalls.

• This was achieved by launching an EDLP(Every Day Low Price) product to boostfootfalls - Cone launched at Rs.7/-.

• Provide laddering to entice the cone walk-ins to graduate to meals - Bounce back couponwith every cone. (Rs.15 off with everyEconomeal).

• Provide attractive menu price points toinduce core product trials. - Economealslaunched at Rs.29, 39 & 49.

The Strategy

Results48 % increase in Footfalls.30 % increase in Sales.

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Communication Strategy

Stage – 1

Establish McDonald’s as a place that makes youfeel special and makes you smile…’Strike an emotional chord with the family.To reinforce the existing users & build on non-users.

We see the boy seated on awindowsill, staring forlornlyout of the window.

The boy’s father walks intothe room, and in a bid tocheer him up... ...he takes himacross to a McDonald’s outlet.

At the outlet, the fathergently prompts the boy torecite the poem.

The boy starts saying his lines,fumbling along slowly. As hegains in confidence, hebecomes more voluble.

His recitation attracts theattention of all those seatedaround...

...including the outlet manager.

The McDonald’s logo.Super: ‘McDonald’s meinhai kuch baat.’

Once the boy finishes ...themanager starts applaudinghim. Moments later, everyoneelse joins in.

A small boy walks onto a stage,all set to recite a poem.

However, just as he reachesfor the microphone, hepauses...

He looks down nervously andstarts fidgeting, while...

...his parents, seated amongthe audience, peer at himanxiously.

The stage fright gets thebetter of him, and in hisdisappointment, tears wellin his eyes.

Stage Fright - 40 secs

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Stage – 2

Establish McDonald’s as an affordable familyrestaurant.

Showcase Value. This was done by commercialswhich showed people from all over come in toexperience McDonald’s great prices.

Stage – 3

Strengthen McDonald’s role as an integral partof the family.

This was done by depicting the strong bond thatMcDonald’s enjoyed with children.

She is in splits as the logoappears: ‘McDonald’s mein ahi kuch baat. McDonald’s familyrestaurant.’

A couple is ambling down asidewalk when the wife shylyinforms her husband: ‘Rahul,humaare ghar mein ek mehmaan aane wala hai.’ 

Excited, he tells her: ’Yakeen nahin hota! McDonald’s ka vegsurprise sirf 17 rupaiye mein?’ All his attention is on theposter on the window.

They are now seated insideenjoying the burger when theman recalls: ‘Mehmaan? Mamaji aa rahein hai?’ 

 Veg Surprise- 15 secs Moving House- 30 secs

Super: ‘McDonald’s FamilyRestaurant. McDonald’s mein hai kuch baat.’ 

Cut to the new house. Hissister drags him to thewindow to show himsomething. The father drawsa Mac logo in the air.

A little boy takes a last lookaround his old home.Everything is being packedup and stashed away to bemoved.

Saying good-bye to his bestfriend he gets into the carand they drive out. On theway, he spots a McDonald’srestaurant and...

...he recalls all the fun theyhad here. The occasionscelebrated and the goodtimes come flashing back tohim.

As they look out, the kid seesa McDonald’s restaurantopposite and his gloomdisappears.

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It was also essential to integrate McDonald’s withIndia, to become a part of everyday life. This wasdone by using McDonald’s icons in very Indiansettings, and, by using every opportunity torealate to the consumer on their special days likeDiwali, Dussehra, Holi etc.

McDonald’s Today

Change in Consumer Perceptions

Premium food  – Premium & hence goodquality

Posh/status symbol – Posh with ‘equalenvironment’

Premium price  – Affordable

Bland western food – Different(less spicy, non-oily,crispy, fresh) & hence agood change

Expensive western  – A good experience for therestaurant entire family & money

well-spent

Childish  – Childlike, young at heart

Loud and meant  – Mature, intelligent, calm,for youngsters cultured place for families

Growth in Sales & Transactions(footfalls)

28% gowth in sales.

23% growth in transactions.

Tactical Advertising

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Poster

Press ad