Mcdonalds in India – Case Study

WALMART Group GMITE Batch 6 Abhishek Agrawal Ajit Varghese Brijesh Chauhan Karthikeyan Palani Manendra Jain Nalukurthy Rajeshbabu Satish kumar Dosapati Sushma GN McDonalds India A Locally Owned Company McDonalds is the worlds leading global viandsservice retailer with to a greater extent than 33,000 locations serving approximately 64 million customers in 118 countries each day. More than 80% of McDonalds restaurants worldwide be owned and operated by independent local work force and women. In India, McDonalds is managed by two Indian entrepreneurs. Amit Jatia, Vice Chairman, Hardcastle Restaurants Pvt.Ltd. owns and spearheads McDonalds operations in West & South India. Hardcastle Restaurants was appointed Development Licensee for McDonalds in India in 2010, a overture from Joint Venture partner. Vikram Bakshi, MD and Joint Venture Partner, Connaught Plaza Restaurants Private Limited, owns and operates McDonalds in North and East India. Celebrating over 15 years of leadership in f ood service retailing in India, McDonalds now has a network of over 235 restaurants across the country. Local Sourcing Is Key for Truly Indian ProductsMcDonalds India is committed to sourcing close to all of its products from within the country. Prior to its launch, the caller-up invested six years to develop its unique cold chain, which has brought about a veritable revolution in food handling, immensely benefiting the farmers at one end and enabling customers to get the blueest quality food products, absolutely fresh and at a great value. McDonalds India today has true local Indian businesses, which can supply the highest quality products required for its Indian operations. Respect for Indian Customs and CultureMcDonalds worldwide is well known for the high degree of respect to the local culture of each mart it operates in. In line with this respect for local culture, India is the first country in the world where McDonalds does non offer any beef or pork items. McDonalds has developed a menu especially for India with vegetarian selections to suit the Indian palate and has also re-engineered its operations to scream the special requirements of vegetarians. Special c ar is taken to ensure that all vegetable products be prepared separately, using dedicated equipment and utensils.This separation of vegetarian and non-vegetarian food products is maintained end-to-end the various stages of procurement, cooking and serving. So much so that the mayonnaise and soft serves are also 100% vegetarian and McDonalds uses only vegetable oil as a cooking medium in India. An Employer of Opportunity McDonalds India is an employer of opportunity, providing quality employment and long-term careers to professionals across the country. The bonnie McDonalds restaurant employs 60-80 mass from crew to restaurant manager.McDonalds invests in its employees, leverage world class-training inputs to create ambassadors of the brand and cr feeding food service professionals with g lobal attitudes. The brand currently has over 8000 employees in India. Quality, Service, Cleanliness & prize McDonalds is control by the philosophy of Quality, Service, and Cleanliness & Value for Money. This translates into a commitment to provide customers high quality products, served quickly with a smile, in a clean and pleasant environment at an affordable price.This efficaciously means that the McDonalds menu is priced at a value that the largest segment of the Indian consumers can afford while at the same time ensuring that quality is not sacrificed for value rather McDonalds leverages economies to minimise costs while maximizing value to customers. Major issues ? NUTRITION Type of high fat, low fiber diet promoted by McDonalds is linked to serious diseases such as heart disease, obesity and diabetes. The sort of diseases that are now responsible for nearly three-quarters of premature deaths in the western world.McDonalds oppose that the scientific evidence is not conclu sive and that their food can be a valuable part of a balanced diet. Some people evidence McDonalds are entitled to sell junk food in exactly the same way that chocolate or cream cake manufacturers do if people want to buy it thats their decision. But should McDonalds be allowed to advertise their products as nutritious? Why do they sponsor sports events when they sell unhealthy products? And what on earth are they doing opening restaurants in hospitals? ? Ecological SustainabilityVegetarians and animal welfare campaigners arent too keen on McDonalds for obvious reasons. As the worlds largest user of beef they are responsible for the slaughter of hundreds of thousands of cows per year. In Europe alone they use half a million chickens every week, all from windowless factory farms. Is it acceptable for the food industry to motion animals at all? Again, McDonalds deal that they stick to the letter of the law and if there are any problems it is a matter for government. They also cla im to be touch on with animal welfare. ? Deep Market PenetrationIn order to grow McDonalds needs to expand to other cities and towns in India rather than concentrating in Delhi. Mumbai & fewer other cities, For expansion to succeed, McDonalds can no longer depends on its processing & dispersions centers in and around Delhi & Mumbai, Given Indias poor transportation and pathway facilities, the logistic bottleneck of transporting food item from one place to other will give to the cost of its products, it needs to build new processing & distribution centers in other cities for operational efficiency, this would require additional investment and cost can not be easily passed on to the consumers.Price increase is the travel thing that McDonalds can afford if it wants to succeed in India, Already for most of the people McDonalds is associated with high proices. ? Adaptability of portfolio towards local needs Given Indias fragmented regional culture where no single food preference pr edominates, McDonalds need to develop new product on regular basis. growth new products adds complexity & cost and raises the risks of errors. It also runs counter to McDonalds culture and history. Yet if McDonalds does not do it on regular basis, Companys popularity will be short lived.It will be difficult for company to meet the range of different competitors, most notably the homegrown food irons which offers a variety of products at reasonable prices. ? CULTURAL SENSITIVITY( I feel this is a major issue) India is country with varying cultural diversity. The diversity reflects in have habits with majority of population is vegetarian still a section of people with non-vegetarian food preference. India is land of spices. Indians like spicy food and prefer satellite joints as wayside food stalls. Usually home cooked food is preferred and dining out option is primarily reserved for special occasions.The food habits are also disgustn by the religious sentiments. In May 2001, a cl ass action lawsuit1 was filed against the worlds largest fast-food chain McDonalds, in Seattle, US. The lawsuit alleged that the company had, for over a decade, duped vegetarian customers into eating French fries2 that contained beef extracts. Minor issues ? ADVERTISING McDonalds spend over two billion dollars each year on advertising Using collectable toys, television receiver adverts, promotional schemes in schools and figures such as Ronald McDonald the company bombards their main target group children.Many parents object strongly to the influence this has over their own children. McDonalds argue that their advertising is no worse than anyone elses and that they adhere to all the advertising codes in each country. But others argue it still amounts to cynical exploitation of children some consumer organizations are calling for a ban on advertising to children. Why do McDonalds sponsor so many school events and learning programs? Is their Childrens Charities genuine philanthropy or is there a more explicit publicity and profit motive? ? ENVIRONMENTOne of the well-known and sensitive question about McDonalds is are they responsible for the destruction of tropical forests to make way for cattle ranching? McDonalds say no. Many people say yes. So McDonalds sue them. non so many people say yes anymore, but does this mean McDonalds arent responsible? They annually produce over a million tons of packaging, used for fairish a few minutes before being discarded. What environmental effect does the production and disposal of all this have? Is their record on recycling and recycled products as green as they make out?Are they responsible for litter on the streets, or is that the fault of the customer who drops it? Can any multinational company operating on McDonalds scale not contribute to global warming, ozone destruction, depletion of mineral resources and the destruction of natural habitats? Recommendation for Growth New Business Channels blank space Delivery, b reakfast, extended hours and Drive-Troughs. As per estimates, home delivery can increase store sales about 15% and drive troughs by 50%. Attract College cluster (Youth) Similar to KFC StreetWise menu, which offers products to college students at affordable price.Employees and Customers In India, McDonalds employ 5,000 people and serves half a million customers a day via its 169 family restaurants. McDonalds has 85,000 employees and serves 2. 5 million customers a day in the UK. Local Vegetarian Menu In India, McDonalds does not offer pork or beef-based products. Its menu is more than 50 per cent vegetarian. The fast food retail chain has separate production lines and processes for its vegetarian and non-vegetarian offerings. McDelivery Online In India, McDonalds first launched home delivery of meals in Mumbai in 2004.McDonalds now has plans to launch web-based delivery service in India (across 75 McDelivery cities) in 2010, a pilot for which has already been tested by it in Hyde rabad. The company hopes to add 5 per cent to sales via Web delivery. McDonalds web-based delivery model will be based on serving the customer quickly wherein the drive time does not exceed seven minutes because its food has to be eaten within ten minutes of preparation. The footfalls in India are amongst the highest in the world, but the average bill is amongst the lowest.At present (March 2010), Dominos Pizza (operated by Bhartia Group-promoted Jubilant Foodworks under a master franchise agreement) has a 65% market share in the home delivery segment. MFY (Made for You) food preparation platform MFY is a unique concept (cooking method) where the food is prepared as the customer places its order. each(prenominal) new upcoming McDonalds restaurants are based on MFY. This cooking method has helped McDonalds further strengthen its food safety, hygiene and quality standards. McDonalds has around 10 MFY restaurants in its portfolio.