McDonald’s opened its first store in India at Vasant Vihar in Delhi, which is considered a very affluent residential colony in Delhi. In 1997, it had opened its first drive through restaurant in Meerut. After this, there was a rapid increase in the number of McDonald’s outlets in India. Initially, there used to be long queues for getting their desired options for food from the outlet. Slowly the Indian consumers started to accept the new quick service restaurant. The outlets were crowded with mostly youngsters as they were more comfortable with the offering McDonald’s has to offer. There were many factors which led to the growth of McDonald’s in India. Some of the factors can be listed as below:
Growing Income: The GDP of India has been increasing
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The population living in the urban areas has increased. People from the rural parts of India are constantly moving to the urban areas in search of jobs and better opportunities. With urbanization comes greater market to McDonald’s products as they are cheap and cater to mass needs.
Standardization and Localisation: What McDonald’s is very good at is their standardization of products. The burger and fries taste the same whichever part of India or world you may go. When McDonald’s came to India, it dropped its beef burger from its menu as it wouldn’t have been acceptable by the Indian audience. They rolled out the Aloo tikka burger just in India for the taste of Indians. McDonald’s has achieved perfect globalisation with its
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McDonald’s has made it obligatory for anyone wanting to own a McDonald’s franchise to join a course where they are trained on the main operations of a McDonald’s store. These events are split into operations in the McDonald’s kitchen and employee management. The course aims at guaranteeing that the food quality at McDonald’s store is not negotiated and there remains proper working order in all stores. The store décor and architectural design are consistent in across countries globally. In order to maintain the quality of supplies, McDonald’s has preapproved list of suppliers that all franchisees must stick to
In order to open the Indian market, McDonald has to follow the local culture to make some improvements to the menu. Of course, McDonald also adds curry dishes and other local specialties in the menu.
Everyone has heard of McDonald’s, but where did this familiar name come from? When people think of American food, it is not uncommon for two golden arches to appear in their minds. This story began with two brothers Dick and Mac McDonald who owned and ran a small restaurant in San Bernardino, California during the 1940s. In 1954 a man named Ray Kroc came across these two brothers while selling multi-mixers and was impressed with the business they were running. The menu was compact, listing options for only a few burgers, fries and beverages, but the restaurant was effective in its operation. Ray Kroc pitched the idea of spreading McDonald’s restaurants across the United States and in 1955 he founded the McDonald’s Corporation. By 1960 he bought the exclusive rights to the name. Kroc was able to expand substantially on this small business so that by 1958 McDonald’s sold its 100 millionth hamburger. (“McDonald’s.com”)
According to Royle (1999) McDonald’s is a very large multinational enterprise (MNE) and the largest food service operation in the world. Currently the company has 1.5 million workers with 23,500 stores in over 110 countries with the United Kingdom and Germany amongst the corporation’s six biggest markets, and over 12,000 restaurants in the United States. In 1974 the United Kingdom corporation was established and in 1971 the Germany corporation was established, currently the combined corporation has over 900 restaurants and close to 50,000 employees in each of these countries (Royle, 1999).
...ndustry well established in Canada, McDonalds’ traditional competitors have all found their own niche. Their constant changes are more directed at customer satisfaction then keeping inline with their competitors.
Have you ever wondered how the business empire of McDonalds was started? With over ninety nine billion served, it was started in 1940 in San Bernardino, California. It was started off as just a Bar-B-Q that served just twenty items. Its first mascot was named “Speedee” They eventually realized that by setting up their kitchen like an assembly line that they could be much more productive and get their food done faster, with every employee doing a specified job; the restaurants production rate became much higher. A milkshake machine vendor came into their small restaurant one day, his name was Ray Kroc. He saw how much potential the restaurant has, so he bought it out and opened one of the first franchises. Within the first year of Ray Kroc buying it, there were one hundred and two locations all around the world. McDonalds currently is one of the largest fast food restaurants in the world and currently has served over sixty four million customers through one of their thirty two thousand sites. It has almost become a way of life for America. Though, McDonalds started off as a small business between two brothers, it grew into one of the largest restaurant franchises in the world and greatly affects our society and how we eat our food.
They are in a very similar position to the U.S., very rapidly increasing obesity rates, and their lifestyles are being geared toward speed and convenience. With India, they mostly replicate China, the industry is growing rapidly and more international influences are coming in changing the industry. In both KFC and Mcdonald 's are the leading industries. In America, the fast food trend is changing not only its economy, but its landscape, workforce, and popular culture as well. KFC and Mcdonald 's are also leading industries. Fast food, the real, global meal. By people, for
McDonald’s has proven over time that the business practices they utilize work well and have led them to obtaining the title of the largest food retailer in the world. The founder of the company made a tactical decision in franchising the idea of providing fast food at a cheap price. Today, fast food has become a staple of not only American life but a viable food option all over the world. For McDonald’s a critical factor in them reaching the level of growth they currently experience has been franchising. It can be assured that McDonald’s will continue to grow through the usage of the franchising techniques as new food markets continue to develop all over the world.
McDonald's current customer environment is people on the go or people who don't want to spend a lot while going out and need something quick and good to eat. It is best stated in McDonald's mission statement that they want to be the world's best quick service restaurant experience. As stated before, McDonald's has restaurants in 121 countries and has extensive global experience in customer service and satisfaction. McDonald's is excellent at researching an international area before building restaurant there. For example, in India McDonald's realized that the majority of the population was Hindu and vegetarian, they therefore, did not even bother to put beef or any other red meat on the menu.
From the early 90s to 2003, McDonald’s had a declining decade with ineffective leadership. Since 2003, McDonald’s has made huge strides in improving customer service, quality of food, revitalizing the look of the restaurant, and have created many new popular menu items, from healthy choices, like salads and fruit, to the many new choices of coffee-based drinks and fruit smoothies all in the attempt to stay in front of the competition to attract new customers while retaining its current customer base.
Today’s society and culture is becoming more and more McDonaldized. This paper will illustrate what the process of McDonaldization is. In addition, this paper will show how today’s society has adapted to this process along with using the theories from Max Weber.
McDonalds provide high quality products, such as burgers, fries, drinks, muffins, etc, which are safe and reliable that it does what it is supposed to do, but not only does the quality of the products matter, the good value for money affects the business. E.g. buy one extra value meal and get one free with a food voucher that represents the offer only. They ensure that a high standard of the product is carried out at all times and they try to compete very competitively with other fast food businesses with their good value for money. Also a customer would know if the product is good value for money by checking in another food outlet like KFC for their services and products.
In today’s market, McDonalds faces numerous challenges such as fierce competition, a more health conscious customer, and the continual need for improved customer satisfaction and menu. McDonalds needs to go through some changes in order to remain ahead in the fast-food industry.
McDonald’s is one of the popular fast food chains in Hong Kong and the success of McDonald’s is due to it is able to create a homogeneous “global” culture that suit to the demands of a capitalist world. In Hong Kong, Time is money thus McDonald’s strategy is consistently fit to the fast food industry. The company has both economic strategy targeting at customer globally and locally.
McDonald’s has expanded globally into 31,000 worldwide outlets and employed more than 1.5 million people in more than 119 countries (Kulkarni, Lassar, Sridhar & Venkitachalam, 2009). Nevertheless, McDonald’s always faces negative perception and commonly related in serving unhealthy and junk foods amongst its customers around the world (Currie, Dellavigna, Moretti, & Pathania, 2009). It is not only the negative perception of public, but McDonald’s have been attacked and accused of selling unhealthy food in several countries, including the US, China, Belgium, Holland, India, Russia, Sweden and the United Kingdom (Wilson, 2009). Meanwhile, the core of the current problem is that customers’ still buy fast foods, even though they have negative perceptions on McDonald’s as regards to unhealthy foods. At this point, customers are confused about fast food nutrition messages provided by McDonald’s, while it is still perceived as bad images (Deng, 2009). In order to overcome this issue, there are changes in McDonald’s marketing and communication strategies as they have started to plan strategic action with two objectives; first, to change the image of McDonald’s from junk food restaurant to a healthy food restaurant, as this will attract health conscious customers and at the same time can enlarge the market scope. Secondly, to change behavior of the existing customers who keep on taking only junk foods, and to persuade frequent fast food users to change their lifestyle by buying balanced meal with McDonald’s new healthy foods (Deng, 2009). ).
Overall, McDonalds are able to reach customers all around the globe and they market their products inexpensively. According to Naim (2001, p. 1) it is acknowledged that, “McDonald 's is a global brand, but we run our business in a fundamentally different way that ought to appeal to some critics of globalization. We are a decentralized entrepreneurial network of locally owned stores that is very flexible and adapts very well to local conditions. We offer an opportunity to entrepreneurs to run a local business with local people supplied by a local infrastructure. Each creates a lot of small businesses around