transcript
- 1.
- 2. The Beginning
- 1954, Ray Kroc, 52, a distributor of milk shake maker
Multimixer, heads west on hearing about the McDonalds Bros
hamburger stand in California
- Seizing the opportunity, he pitched the idea of opening up
several restaurants to the McDonalds brothers.
- Who could we get to open them for us? they asked Well, Kroc
answered, What about me?
- Ronald McDonald, introduced 1963, second only to Santa Claus in
terms of recognition.
- McDonalds complete commitment to Quality, Service, Cleanliness
and Value (QSC&V)
- We take the burger business more seriously than anyone else Ray
Kroc
- If youve got time to lean, youve got time to clean Ray
Kroc
- 3. McDonalds India
- To be Indias best quick service restaurant experience supported
by principles and core values
- Wholly owned subsidiary McDondalds India Private Limited.
- Incorporated in India in 1993
- McDonalds opened its doors in India in Vasant Vihar, New Delhi
in October 1996
- Entered into two JVs with Connaught Plaza Vikram Bakshi North
and Hardcastle Restraunts - Amit Jatia West
- 4. Product
- Product adaptations in the Asian Markets to suit Indian
Tastes:-
- - Burgers with Thai Basil Thailand
- - Aloo Tikki Burger India
- 40% Vegetarians vegetarian selections to suit Indian
Tastes
- Maharaja Mac replaced Big Mac Chicken Patty instead of
beef
- Mc Aloo tikki and Puzza Mcpuff introduced
- 5. PRODUCT
- Restaurants Management System (RMS):-
- 2 Separate Menus: Green Veg and Purple Non Veg
- Separate veg, nonveg kitchens with dedicated staff, preparation
and wrapping areas
- Different uniforms for kitchen crew to clearly distinguish
roles
- Family Restaurant Concept:-
- The McDonalds experience for the whole family
- Focus on kids gifts galore
- Brightly lit, casual, comfortable and contemporary look
- Friendly and well trained staff
- 6.
- 7.
- 8. PLACE
- Big family size restaurants:
- High density marketplaces
- Railway Stations/Metro Stations
- National Highways (Drive Ins)
- Company Owned Flagship Outlets
- 9. PLACE
- Matching supplier production with deliveries to meet schedules
and restaurant needs
- 3 centralized distribution centers at Mumbai, Delhi and
Kochi
- Emphasis on economies of scale
- QIP (Quality Inspection Program)
- Quality checks at 20 points in the supply chain
- HACCP (Hazard Analysis Critical Control Point)
- Food safety standards emphasizing prevention of faults rather
than detection through inspection
- With a Cold Chain in place, there is practically no need for a
knife in the restaurant. Chopping and food processing is done in
the plants. Restaurants are confined to only the actual cooking
Amit Jaitia
- AFL Logistics 50:50 JV between AirFreight and FX Coughlin of
USA- McDonalds international logistics partner
- 10. PRICE
- Customers attracted purely by these unsustainable but
attractive low prices (Happy Price Menu) would not pay repeat
visits
- Development of a low cost supply chain crucial enabling
factor
- (Trikaya Agri, Cremica Industries, Amrit Foods, Radhakrishna
Foodland, Vista processed foods, Dyanamix Diary)
- Happy Meals Small Burgers, fries, coke and toy
- Combo Meals Burger, fries, coke (Medium size)
- KFC Rs 59-79 (Burger and Drink)
- Pizza Hut Family Meal (2 medium pizzas and pepsi) Rs 350
400
- Even these low prices ensure a 40% margin!!
- Pricing lower than Pakistan, Sri Lanka and 50% lower than
U.S.