PRESENTATAIONMCDI

7/30/2019 PRESENTATAIONMCDI

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LOCATING & LAYING OUT OUT THE FAST FOOD

BUSINESS

PRESENTED BY:-

VINEET GARG

NEHA GARG


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History

If you work just for money, you'll never make it, but if you love

what you're doing and you always put the customer first,

success will be yours

- Ray Kroc, Founder, McDonalds In the year 1954, a milk-shake machine salesman, Raymond

Kroc found that one of his clients the McDonalds had

purchased eight multimixers!

The next day Kroc talked the brothers into a deal whichallowed him to sell McDonalds franchises for a price of $950.

In return Kroc would keep 1.4% of all sales and the brothers

would get 0.5% back.


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Brand McDonaldsNot Selling a Burger

Ray realized that he had to have a process in place to make it

succeed.

Hence, he emphasized on precision to achieve efficiency and

delved into setting up an operating service system that would

give the same quantity and quality of service to people in any

of its outlets anywhere in the country that too at the same

prices.

Ray aimed to achieve recurring business through systems

competence and not just the quality of a single store.

Evidently Kroc was subliminally selling a service and not a

product (burger) - thereby giving birth to the franchising

industry!


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Philosophy of McDonalds in Going

International

A Unique Philosophy Ray Kroc wanted to build a restaurant

system that would be famous for food of consistently high

quality and uniform methods of preparation. He wanted to

serve burgers, buns, fries and beverages that tasted just the

same in Alaska as they did in Alabama.

working notforMcDonalds, but for themselves, together

withMcDonalds. In business for yourself, but not by yourself.

Rewarding Innovation Ray Kroc believed in the

entrepreneurial spirit, and rewarded his franchisees for

individual creativity.


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McDonalds- Localization & Standardization

Think Global, Act Local and Sell like a Retailer

McDonalds followed this international mantra while opening

doors to the Indian subcontinent.

With respect to the cultural and traditional sentiments, notonly did McDonalds not serve its most popular product The

BIGMAC (a beef burger) but also developed an egg-less

mayonnaise for the first time in the worldwide system.

Furthermore, each restaurant kitchen was designed to

maintain separate Vegetarian and Non-Vegetarian food

counters.


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Brand Communication

The starting point was to clearly change the consumer

perceptions from foreign, American, not knowing what to

expect, discomfort to new/different to Indian, values

families and culture, comfortable and easy.

friendly place where families would love to enjoy and have a

special time.

However, the onus was to consistently build and protect the

brand while persistently committed to fundamentals of

QSC&V (Quality, Service, Cleanliness & Value).


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In India, there are no Big Macs

because the Hindu people dont

eat beef.

However, they have the MaharajaMac, which is a Big Mac made of

lamb or chicken meat. There is

also a vegetarian burger, the

McAloo Tikki.

In fish-loving Norway, they have

the McLaks, a sandwich made of

grilled salmon and dill sauce.


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In Costa Rica, unsurprisingly,

you can order Gallo Pinto,

meaning rice and beans

Rice-loving Hong Kong, has ofcourse Rice Burgers, where the

burgers are in between, not

burger buns, but two patties of

glutinous rice.


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Japan totally reinvents

McDonalds with its Ebi Filet-O

(shrimp burgers), Koroke Burger

(mashed potato, cabbage and

katsu sauce, all in a sandwich),

Ebi-Chiki (shrimp nuggets) and

Green Tea

Its not Greek without pita,

so when in Greece, have a

Greek Mac, a burger made

of patties wrapped in pita.


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Moving forward

Three years ago, McDonalds changed the way it talks to

customers and employees around the world by uniting behind

one voice, one campaign, - im lovin it.

The secret behind the worldwide success of McDonalds is its

consistency.

Today, McDonalds is the world's leading food service retailer

with more than 31,000 restaurants in 118 countries serving 50

million customers each day.

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