S Background
McDonald’s is the largest chain of Hamburger fast food restaurant in the world. It works by awarding franchises to a local firm of different countries. However, Mcdonald's work by ensuring that standard service is being provided by all the franchises operating across all the countries through standardization of service delivery. Mcdonald’s franchise operations are divided into (a.) Front end customer Servicing (b.) Kitchen services and Supply chain management and (c.) Home delivery.
The Front end Servicing part of the operations includes the Customer order management, Ambiance and service delivery. This operation is the part which is visible to the customer. Hence this part of the operation is critical since this is the part
The entire front end service delivery is based on two factors (a.) fast delivery and (b.) providing a clean and hygienic environment to the customer to eat.
Service Audit
A service transaction analysis of the frontend service being provided by McDonalds’ was carried out and following are its outcomes
Service Concept: Provide local variants of the famous McDonald’s product at an affordable price while giving a clean atmosphere to eat and provide a seamless experience to the customer while he is on the premise
Transaction Score Message/Emotions + 0 -
Visible Golden Arch
They are even authorized to provide compensation to the customers in form of upgrades and free goodies for children. They are also authorized to give vouchers to customers for ensuring their next transaction.
Recommendations
The main unique selling point of McDonalds’ is fast customer delivery. While carrying out the project we observed following:
a. The onus of the throwing away the thrash lies with the customer. While this may be true for other culture, in India this is a huge no. Hence the firm should bring the onus of ensuring thrash disposal to its account. For this, the person who is made in charge of ensuring cleanliness of the tables can be roped into.
b. When a QSR is opened into a food court, it needs to work on its delivery times. Hence when a McDonalds outlet is opened into a food court, it should be capable of fast delivery even at peak hours.
c. Incase outlets of located very near to each other, there should be internal swaps of the staff so as to ensure consistent service in these
Our mission is to provide our customers with the best products and services that we have created a new market space for. We strive for 100% customer satisfaction and taking what used to be multiple purchases of software into one operation system. That can increase many aspects of the important sectors within the restaurant industry. I.e. decrease employee-training time, increase outputs, real-time record keeping ‘including inventory’, and more.
McDonald's strengths are that is ranked as the ninth most valuable brand name in the world, it has experienced management, site development expertise, advanced operational systems, and unique global infrastructure. They want to use these strengths to break into the hotel industry.
As employees are usually the first point of contact for customers, McDonald’s recognises that it is important to fully train their employees in good customer service. McDonald’s creates a customer friendly atmosphere.
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).
McDonalds traditional competitors include many of the other fast food outlets across the country, i.e. Burger King, Taco Bell, KFC, Wendy’s. It has been shown by Professor Michael Waterson (2004) that the presence of a Burger King, for example, will increase the likelihood that McDonalds will open near by. Thus it can be seen that the threat of competition from traditi...
McDonalds is one of the world’s leading fast food franchisee. They mainly concentrate on burgers with occasional additions with to suit the host country. They have designed meals targeted at adults to toddlers so as to reach wider range of audien...
McDonald’s vision statement can be said that it wants to be the world’s best quick service restaurant experience. Being the best for McDonald’s means that it needs to provide the best of the quality of food products, services, and cleanliness and value so that it can make everyone of its customer smile (Schmitt and et.al, 2011). A vision statement of the company is an idea for how business can be eventually perceived and what actions it will be taking for coming 5, 10 or 15 years for i...
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.
McDonald's Corporation, an American company, is the world's leading food service retailer, with more than 30,000 franchise restaurants in more than 100 countries (McDonald cooperation, 2010).McDonald’s entered the China market in October 1990 and it becomes a popular restaurant which owns 960 restaurants and over 60,000 employees in China at the present day (Liu, 2008). According to the service gap model (Zeithaml, 2009), the problems existing in the servicescape which is the physical environment where the service is delivered (Bitner, 1992) will lead to provider gap 2 (the service design and standards gap) in the gaps model of service quality (see appendix one). In China, although McDonald’s’ acts locally in building the restaurant’s service environment to some extent, there are still some issues existing in its servicecape design. However, have studied customers’ discussions about the service environment in McDonald’s’, the issues existing in its servicescape include the shortage of the ambient condition (such as the inadequate use of music), the insufficiency of the spatial layout design (such as the lake of Self-help sauce pavilion), and the use of symbols and...
As the fast food industry is becoming increasingly saturated on a global scale, it is especially important for competitors to differentiate in order to avoid directly competing with industry leaders such as McDonald’s. Many competitors such as Burger King and Wendy’s have traditionally competed directly with McDonald’s by offering similar product offerings and price-points. It is important to note that McDonald’s has already established its presence globally and utilized an
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 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.
McDonalds believe that good customer service is the responsibility of everybody in the company. Every employee has a part to play in providing with a service with best practise found anywhere in the trade.
McDonalds uniform menu offerings can be mass produced; therefore helps to lower production costs. Additionally, the company bargaining power with its suppliers lowers its input costs and boost margins and even more importantly, McDonald 's offers a very large advertising budget which gives the company a significant competitive advantage over its competitors. Much of McDonald 's sales occur outside the United States and thus, with McDonald 's tapping extensively into global expansion therefore the company’s international operations will continue to strive and
Service management is refers to the chain management system which established the relationship between the organization and consumer. It is integrated into supply chain management system when the actual sales and customer intersect. The aim of service management system is to provide the best services to the customer through their performance. The high performance of service management can ensure the optimum services to their customer in a complex manner than the typical supply chain. Most of the time, the organization requires larger inventories and strong integration with different system and innovation. They have to be prepared with advanced information and high performance to accommodate inconsistent and uncertain demand. Moreover, Service Management must be coordinated across numerous services with large number of parts and different level of the supply chain.