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McDonald's, a fast food restaurant chain, proudly
says that it serves 50 million people worldwide everyday
with high customer experience in terms of quality, service and
reasonable pricing. By 2010, McDonald's, a leader in branded quick service
restaurant segment, was operating in 119 countries with
31,000 restaurants. In India, the fast food
giant is running 160 outlets, in a joint venture with Hardcastle
Restaurants Pvt. Ltd. (for West and South India) and Connaught Plaza
Restaurants Pvt. Ltd. (for North and East India). Since its foray into
the country in 1996, the fast food chain has adapted itself well to the
Indian market conditions and has become a dominant
player in the Indian fast food industry. The
organized Indian fast food business which was estimated to be
INR 2,000 cr (2006) growing at a rate of
40% per annumis in fact providing a huge opportunity for
quick service restaurants like McDonald's to grow.
Apart from McDonald's, the fast food sector has so far witnessed
players like Yum Brands (restaurant companies which include
popular brands like Kentucky Fried Chicken
(KFC) and Pizza Hut), Dominos Pizza, Pizza Corner and Indian
fast food chains like Nirulas, banking on fast food customers. However,
with emphasis on food supply chain, distribution network,
customization and localization of menu items, appropriate marketing and
pricing strategies, McDonald's has created a distinct place for itself in the
Indian fast food sector. In 2009, the company stood as the `Most
Preferred Multi Brand Fast Food
Company' in India and held the
1st position in `Businessworld Most Respected Companies of India' in
the category of food retailing for the third consecutive year. In 2010,
with the intention of offering quick delivery to its customers,
McDonald's came up with a web-based delivery system, which was the next level
of existing home delivery model of the company. McDonald's is
confident that the new distribution model would increase its sales. However,
the success of this model is yet to be seen. |
