1. You employed as a consultant to McDonalds to improve the quality of service. You have studied that TQM practices could be applied to service industry. You pay visit to one or two McDonald restaurants, make a detailed study of the quality of services in those restaurants, collect some primary/secondary data on service aspects, make an analysis and recommend McDonald about the improvements to be made. All these details have to be documented and it is your first assignment.
McDonald's Corporation is the world's largest chain of fast food restaurants, serving nearly 50 million customers daily through more than 31,000 restaurants in 119 countries worldwide. McDonald’s sells various fast food items and soft drinks including, burgers, chicken, salads, fries, and ice cream. Many McDonald's restaurants have included a playground for children and advertising geared toward children, and some have been redesigned in a more 'natural' style, with a particular emphasis on comfort: introducing lounge areas and fireplaces, and eliminating hard plastic chairs and tables. Each McDonald's restaurant is operated by a franchisee, an affiliate, or the corporation itself. The corporations' revenues come from the rent, royalties and fees paid by the franchisees, as well as sales in company-operated restaurants.
In Malaysia, McDonald's first made its way to our shores in December 1980 when McDonald's Corporation, USA gave Golden Arches Restaurants Sdn Bhd the license to operate McDonald's restaurants in Malaysia. McDonald's Malaysia opened its first restaurant at Jalan Bukit Bintang, Kuala Lumpur on 29 April 1982. To date, McDonald's Malaysia has 194 restaurants located nationwide and is currently expanding at about 10-15 restaurants annually.
The unique selling point of McDonald’s is Quality, Service, Cleanliness & Value for money which focus on providing our customers high quality products, served quickly with a smile, in a clean and pleasant environment at an affordable price. The McDonald's philosophy of QSC&V is the guiding force behind its service to the customers. McDonald’s menu is priced at a value that the largest segment of the Indian consumers can afford. McDonald’s does not sacrifice quality for value – rather McDonald’s leverages economies to minimise costs while maximizing value to customer. From my visits of McDonald’s restaurants and research, the findings of McDonalds’s operation management are as per below:
Goods & Service Design
The tangible goods and intangible services are provided by McDonalds and the homogeneity is maintained globally. The goods and services are provided on in a package that’s why the company lies in 50% in goods production side and 50% in service providers. In Malaysia the same level of services is offered by McDonalds, compared to international level.
The company really maintains its product quality. A lot of expenditure is made in the quality maintenance and improvement researches. McDonalds maintains the following quality rules: • Maintaining strict standards of quality and safety, so that the customers can feel comfortable fitting any of the food products into their personal eating styles. • Serving a variety of nutritious, high-quality food products and portion sizes, including new salad, fruit, and vegetable offerings and Happy Meal choices. • Providing nutrition information to help customers make smart choices that address their individual lifestyle needs. • Motivating kids to be active by engaging Ronald McDonald as ambassador for play and activity. • Sponsoring major sports competitions, including the Olympics, Euro Soccer Cup, NBA and the FIFA World Cup soccer matches.
Generally it has been observed that McDonald follows the different locations and outlets according to the specific area. McDonalds makes and implement its location strategy in following way: - a) Business Areas: They open their branches in...