GAP Model on McDonalds

Presented By: Anand K. Gaikwad. Guru Naidu Potala. Vinay Lalchari. Priyanka B. Sarath G. K.

Objective & Methodology Used.

Objective: To do a GAP analysis of McDonalds.
Methodology: We took the responses from 20 customer and also personally visited the restaurant and took the Restaurant Tour and tried to understand the mantra for their quality control and fast service abilities.

GAP 1: Not Knowing What Customers

Expect.

Reasons: Inadequate Market Research. Lack of Upward Communication. Insufficient Relationship Focus. Inadequate Service Recovery.

Fast Service. Hygiene Food. Fun Place for Kids. Parking. Cleanliness of the Store. Empathy. Drive Through. Location.

Important Attributes
Most Important 9 8 6 5 4 3 2 1 0 Affordble Price Cleanliness of Store Quality Food 0 Fast Service Parking Facility Fun Place For Kids Hygiene Food 2 2 2 5 5 5 5 4 3 2 1 1 3 3 3 2 1 1 5 4 Very important 9 Important Less important 9 Unimportant 9 8 8

Willingness to Help and Solve Query.

Frequency Percentage 50

Politeness
Frequency Percentage

45
45

20

25 10 5 2 0 0 Strongly Agree Somewhat Agree 10 9 1

5
0 0 Somewhat disagree 0 Strongly Disagree 0

Strongly Agree

Somewhat Agree

Neutral

Somewhat disagree

Neutral

Strongly Disagree

Dislike in McDonald's
Frequency 35 25 7 5 25 15 Percentage

5
Location Long Q No Home delivery Self Service 3

Closing GAP 1: Increase the number of franchises in cities (at least in Metros.) Introduce the drive through outlets at meaningful locations and in more meaningful way.

GAP 2: Service Design and Standards.

Reasons:

Poor Service Design. Absence of customer Driven Standards. Inappropriate Physical Evidences and Servicescape.

Time to Get Ordered Food.(Vague Service Design) Quality of Food.(Service Quality Goals) Tangible Evidences. Price. Time to Place Order. Mismatch in Order.

Time to Place Order < 3 Mins.

Frequency Percentage

Time for Delivery < 2 Mins.

Frequency Percentage
50

40

45 35

10 9 2 1 5 0 7 10 2

10 5 0

Strongly Agree

Somewhat Agree

0
Neutral Somewhat disagree Strongly Disagree

Strongly Agree

1 Strongly Disagree

Somewhat Agree

Neutral

Somewhat disagree

Mismatch in Order
65 Frequency Percentage

Dislike in McDonald's
Frequency Percentage 35

15

13
3 Strongly Agree Somewhat Agree 3 Neutral

15 5 0 1

25

25 15

0
7 Somewhat disagree 5 Strongly Disagree Location 5 3 Long Q No Home delivery

Closing GAP 2: Increase the number of cash counters in peak hours. Have more established and proper system to avoid delivery mismatch.

Self Service

GAP 3: Delivering Service Design to

Standards. Reasons:

HR Policies. Service Intermediaries. Fail to Match Supply and Demand.

Staff Behavior. Role Conflicts. Training. Channel Conflicts. Quality Control. Supply=Demand Recruitment. Salary.

Good Quality
Frequency 50 Percentage

25 20

10 1

5 0 4 0 Neutral Somewhat disagree Strongly Disagree

Strongly Agree Somewhat Agree

Closing GAP 3: Increase the salary of employees. Have a better recruitment policy for crew members.

GAP 4: Not Matching Performance to

Promise.
Reasons: Lack of Integrated Service Marketing Communication. Overpromising. Communication between Sales and Operations. Promotions and Advertisements. Aap ke Jamane Main Baap ke Jamane ke Daam..!!! Happy Meal Kite Meal Shrek Meal Same Policies and Procedure Menu. Operating Hours.

Time to open
Frequency 25 5 4 50 20 10 1 7 am to 10 pm 8 am to 10 pm 0 Neutral/ 10 am to 10 pm 11 am to 11 pm others 5 0 Percentage

No Overpromising through Advertising

Frequency 55 Percentage

Promtion
Frequency 65 35 Percentage

15 3 Strongly Agree

11

20 4 Neutral 1

13

5
Yes

Somewhat Agree

Somewhat disagree

Strongly Disagree

No

Closing GAP 4: Can open store for the breakfast. Can have more customized menu through Happy Meal.

Customer GAP:
100 90 80 70 60 50 40 30 20 10 0 Frequency Percentage Bad Experience No Yes

95 % customer did not had any bad experience in McDonalds. 1 customer had a bad experience and that was mismatch in order.

Thank You.!!!
Q&A