As Indian as You and Me: The Struggle of McDonald's to Enter the Indian Market

Topics: McDonald's, Hamburger, Fast food restaurant Pages: 3 (1087 words) Published: December 1, 2010
McDonald's India: As Indian as you and me; The Fight of the McDonald's into the India Market

Company Background
As per A.C.Nielsen's Informal Eating Out (IEO) survey of branded food chains in India, McDonald's is a leading international fast food restaurant chain with more than 32,000 restaurants spread in 119 countries and territories around the world and serve nearly 47 million customers each day.  In India, it launched its operations in 1996, with opening of a family restaurant at Basant Lok in October, 1996. It now has 169 restaurants across India, with a daily inflow of 500,000 customers. McDonald's was found to be the leader in fast food chains. In India, it is a 50-50 joint venture partnership between McDonald’s Corporation (US) and two Indian businessmen Amit Jatia and Vikram Bakshi. McDonald's in India is a locally owned and managed company run by Indians, employing local staff, procures from local suppliers to serve its customers. McDonald's India opened its first family restaurant at Basant Lok in Oct, 1996; today it has 169 Restaurants across India. This vibrant decade has seen McDonald's evolve Indian menus, Indian sensitivities and yet remain as globally innovative as ever. This journey has seen McDonald's develop a rich brand identity amongst its customers and employees as well as partners alike. At McDonald’s India there is a single mantra: “Providing 100% total customer satisfaction” and the formula for achieving this goal in the restaurant operation is the long-standing commitment to the McDonald’s Promise.

The McDonald's Promise
QSC&V......The Foundation that built McDonald's success
When asked to explain McDonald's success, founder Ray Kroc used to say, "We take the hamburger business more seriously than anyone else." Kroc was a perfectionist. From the day he opened his first restaurant, he vowed to give his customers high quality products, served quickly --and with a smile, in a clean and pleasant environment, and all at a fair...
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