WELCOME TO

THE WORLD OF McDonalds

Group Members:
Yasmeen Majeed 20624
Shazib Ali
20631
Qasim Ali
20613

Mcdonalds History
McDonald's was started as a drive-in restaurant by two
brothers, Richard and Maurice McDonald in California, US in
the year 1937. The business, which was generating
$200,000 per annum in the 1940s, got a further boost with
the emergence of a revolutionary concept called 'selfservice.'
The brothers used assembly line procedures in their kitchen for
mass production. Prices were kept low. Speed, service and
cleanliness became the critical success factors of the business. By
mid-1950s, the restaurant's revenues had reached $350,000.

Mcdonalds History
At this point, Ray Kroc (Kroc), distributor for milkshake
machines.Expressed interest in the business, and he finalized a
deal with the McDonald brothers in 1954.
He established a franchising company, the McDonald System Inc.
and appointed franchisees.
In 1961, he bought out the McDonald brothers' share for $2.7
million and changed the name of the company to McDonald's
Corporation. In 1965, McDonald's went public...
Currently McDonald's operates in 121 countries & having more than
30000 restarunt and serving 53 Mn customers everyday

McDonald's Mission Statement

"McDonald's Mission is to be the world's best quick

service restaurant experience. Being the best means
providing outstanding quality, service, cleanliness, and
value, so that we make every customer in every
restaurant smile."

Vision Statement
To be the best and leading fast food provider
around the globe
We aspire to end hunger one meal at a time by
providing low cost- high quality nutritional food
globally.
Corporate Responsibility Statement
McDonald's 2008 Corporate Responsibility
Report
It all comes down to the food. Thats what
McDonalds is all about. The food we
servehow and where we serve itthe
welfare of our employees and our
suppliers employeeswherethe
foodcomes fromand so much more.

 CRM
Customer Relationship Management

E-CRM
electronic customer relationship management

What is E-CRM?

What Is E-CRM
This concept is derived from
E commerce. It also uses
net environment i.e.,
intranet, extranet and
internet. Electronic CRM
concerns all forms of
managing relationships with
customers making use of
Information Technology (IT).

CRM used In McDonalds

I Love Children

I Have Gifts
For them,
They Can play
Games also

I Love Children- Happy Meal

Social Events sponsored by McDonald's

People
CRM for Internal Customres
Each outlet is headed by a
Restaurant Manager . He is
responsible for the daily
operation and customer
interaction.
Delivery Crew Member carries
basic operation of a restaurant.
Ensures customer satisfaction at
the restaurants.
In order to motivate there
employees they give them stars
as per their performance.

Physical Evidence
Cleanness, speed, Quality
and transparency of process
is biggest evidence

Extended CRM Initiatives

They have a feedback And suggestion form available at each
outlet.
For the techno savy Customers they have a online Feed back form.
All the upcoming product and related info are posted on there
websitewww.McDonald's.com
Complimentary Drinks with every late order delivery after 1
minute.

 At McDonalds, the customer always comes first.

McDonalds restaurants provide a clean, comfortable
environment especially suited for families.
McDonalds does not sacrifice quality for value rather
McDonalds leverages economies to minimize costs while
maximizing value to customers.
The main effort of McDonaldss service is to make customer the
whole sole beneficiary through its stringent standards
maintained all over the world.

 According to Hoovers
Main Competitors are:
Burger King
Subway
KFC

Briefing of McDonalds AND

KFC
KFC(Kentucky Fried Chicken)
MCDONALDS

Category:- Fast food

selling
Sector :- Food products
USP:- High varieties of
Burgers
Target Groups:-Mostly
Children and Youth
Positioning:- McDonalds
has been directed as a
Family restaurant.

Category:- Fast food eating

joints.
Sector:- Food Products.
USP:- High variety in chicken
meals.
Target Group:- Children and
youth from middle class.
Positioning:- KFC Favourite
quick service restaurant brand

How much do spend on an average per visit?

This question again was concerned with the pricing as
well as spending capability of the people. The results
indicated that a major section, i.e. around 52%
voted for KFC and 42% for McDonalds.
The advertising by the television commercials of
the food items?
This question was designed to get an idea about the
publicity/advertising strategy of the food brands.
This advertising strategies used by the food brands in
attracting or influencing the customers.

What is McDonald Target Customer?

This question was essential in calculating the

trend of the customers who visit these food joints
i.e. The working class of the people visiting the
respective places. The survey revealed that the
majority of people visiting both the places i.e.
46% for KFC and 55% for McDonalds were students.
This thus lays direct stress on the strategies
adopted by both the joints resulting in a heavy
demand among the student group.

RECOMMENDATIONS
Mcdonald needs to re-vamp its vegetarian menu
and add more options to it. The fried chicken
category already has more options and varieties
as compared to the vegetarian section.
McDonalds could try to enter the meals category
into its menu
Mcdonald needs to work on their logistics and
inventory management (as discussed with Branch
managers)
Need to train their staff better in handling of the
cooked food