How McDonalds became a hit in India?

How McDonalds became a hit in India?

So was wondering around, that in a market where people like to have Samosa and Kachori as snacks in North India and Idli, Dosa and Vada in South India, how did a westernised fast food made an impact in a time when the western fast-food market in the country was practically non-existent.

  1. Vegetarian family values : Localisation of menu and removal of beef and pork from the menu. Across the world the Big Mac beefburger was the company's signature product, but the team had to found a product that fits Indian market and their tastes well so Chicken Maharajah Mac was born. Also McDonalds launched many campaigns to convey its veg, non-veg segregation stories to the consumers.
  2. Marketing : Slogans like ‘McDonald’s mein hai kuch baat’ (McDonald has something special) and ‘Aap ke zamane mein, baap ke zamane ke daam’ (At the prices in your father’s generation) , resonate strongly with customers.
  3. Street food prices : McDonalds priced its products very well, with its signature Aloo Tikki Burger priced at just 20 Rs and the soft serve variant of ice cream at just Rs 7 which made it affordable to many people across India. This is something which food chains like Dunkin Donuts weren't able to adapt in India which resulted in not so successful response for them in India.
  4. McLocalising : In 2001 McDonalds led by Amit Jatia began to localise all the equipment that goes into the kitchen to build a burger. For example, they took a burger and took it apart; started marking piece by piece every component locally. All the kitchen fabrication started to be done locally. All the refrigeration, chillers and freezers and furniture were made locally.
  5. Experience Of The Future : The company’s digitally-enabled ‘Experience of The Future’ restaurants have self-ordering kiosks, table trackers, digital menu boards and even gaming pads and air-chargers to keep the customers engaged.


Vipin Malik

Flutter | Spring boot | Linux | Cloud

5y

Great work 👌

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