As Indian as You and Me: The Struggle of McDonald's to Enter the Indian Market

Topic: BusinessCompany
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Last updated: June 10, 2019

The Fight of the McDonald’s into the India Market Company Background As per A. C. Nielsen’s Informal Eating Out (IEO) survey of branded food chains in India, McDonald’s is a leading international fast food restaurant chain with more than 32,000 restaurants spread in 119 countries and territories around the world and serve nearly 47 million customers each day. In India, it launched its operations in 1996, with opening of a family restaurant at Basant Lok in October, 1996.It now has 169 restaurants across India, with a daily inflow of 500,000 customers.

McDonald’s was found to be the leader in fast food chains. In India, it is a 50-50 joint venture partnership between McDonald’s Corporation (US) and two Indian businessmen Amit Jatia and Vikram Bakshi. McDonald’s in India is a locally owned and managed company run by Indians, employing local staff, procures from local suppliers to serve its customers. McDonald’s India opened its first family restaurant at Basant Lok in Oct, 1996; today it has 169 Restaurants across India.This vibrant decade has seen McDonald’s evolve Indian menus, Indian sensitivities and yet remain as globally innovative as ever. This journey has seen McDonald’s develop a rich brand identity amongst its customers and employees as well as partners alike.

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At McDonald’s India there is a single mantra: “Providing 100% total customer satisfaction” and the formula for achieving this goal in the restaurant operation is the long-standing commitment to the McDonald’s Promise. The McDonald’s Promise QSC;V..

….The Foundation that built McDonald’s success When asked to explain McDonald’s success, founder Ray Kroc used to say, “We take the hamburger business more seriously than anyone else.

” Kroc was a perfectionist. From the day he opened his first restaurant, he vowed to give his customers high quality products, served quickly –and with a smile, in a clean and pleasant environment, and all at a fair price. Quality, Service, Cleanliness and Value (QSC&V) became the philosophy that drove McDonald’s business. McDonald’s Quality Management instills the culture of quality through such principles as being customer driven, managing with facts, valuing people, and continually improving every aspect of our business. ? Service that is fast and friendly and has always been a foundation for success at McDonald’s. ? Cleanliness for us means having the cleanest and freshest facilities from the kitchen to the rest rooms and parking lots.

? Value at McDonald’s means the total experience…… great food, friendly folks, a clean environment, quick and accurate service and fun!This is the case about McDonalds which is located at Sector-18 Market, Noida.

In the month of March, dated 28th Sunday. It was the time when Sem II Final papers were about to start, it generally happens in hostel, students prefer not to go outside the hostel and they ask their friends to bring something for them from the market. Sneha came to know that Mini ; Princess are going out for some urgent work then asked them, “Are you both going to Noida Sector-18 market”? Princess replied”Yes we are going Sector-18”. Sneha asked, “Can you go to McDonalds and bring something for me? They replied, ”Yes, Why not”.

So she ordered for; McVeggie-3, McAloo tikki-4, McPuff-3, McVeg Surprise-4. Sneha was surprised to know about list and asked is there any party in the hostel? Sneha told, we are very hungry and this all is for 5 persons including deepika, padma, kangana, deepti and me, we can’t go out of the premises as we have a paper the next day. Thereafter mini and princess reached McDonalds and when they asked attendant to pack the entire order, she was astonished to see the list and thereafter packed them and total bill was paid before that, they took the package without checking the content.When mini and princess returned hostel sneha reached to take the food items she had asked for. But after some time she came back and said that the number of burgers are less than what she had asked for. So they all checked the bill and found that the content was same what they had asked for, but might due to such large number of food items in the list they would have forgotten to pack all of them. This might have also happened because that outlet was very busy ; crowded, so much so that the waiting time was very long in the outlet with a lot of inconvenience faced by the consumers.

Then a friend of Sneha came and asked what the matter was. So they told her what the problem was. She told them that once she also visited the same outlet and was faced by a problem but of a smaller scale. The problem she faced was that once she and one of her friend visited the outlet on a weekday evening and they ordered for a burger for each. The attendant asked them to have a seat as they would deliver the order on the table itself. They took a table, sat down and waited for their order to come.

They went to the manager and reported it to the manager.So the manager apologized and said that he would solve it right now. So he gave them the burgers within 2 mins and an ice-cream as the compensation for the time they had to wait for. They were a little dissatisfied with the services as they had to wait for so much time before they got their order. So their friend suggested them to call the customer care of the McDonald’s and report their problem to them and ask for a solution from them. So then sneha called customer care toll free number of McDonald’s and complained about the matter.For noting down the complaint the customer care executive asked about the location, date of visit, bill no and time and assured her that they would certainly take an action in this matter.

The solution they might have in this matter is that they will give the left food items at that next time whenever she will again visit the outlet. So after hearing that they felt a little assured ; satisfied, but at the same time they also felt bad that at a food chain outlet such as McDonald’s they had to face such a problem.

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