Thursday, January 10, 2013

“We’ve maintained steadiness”

B&E: McDonald’s has had a significantly better run as compared to most multinational QSRs in the India What have been your main recipes for success in the Indian market?

AJ: The foundation of McDonald’s is Quality, Service, Cleanliness & Value, that means we focus on providing our customers with high quality products, served quickly with a smile, in a clean and pleasant environment and at affordable prices. With a brand philosophy of ‘Forever Young,’ McDonald’s India has always modified its strategy to cater to the contemporary market requirements. We have always worked towards establishing an emotional connect with the consumers. We have also strived to provide convenience to our customers by evolving business models like McDonald’s Delivery and Drive Thru.

B&E: When it comes to retail penetration, McDonald’s is still lacking behind in terms of number of stores set up in India. Don’t you feel that you could be seriously undermining your potential as compared to competition?

AJ: We don’t believe in opening new stores or going to a new city, unless our research and supply chain support us to take such an initiative.

B&E: How do you think easy on the pocket and Indianising the menu has helped McDonald’s?

AJ: McDonald’s success worldwide can be definitely attributed to the “Think Global, Act Local and Sell like a Retailer” philosophy. McDonald’s has customised its pricing and menu in India and this has yielded great returns for the brand in India.


Source : IIPM Editorial, 2012.
An Initiative of IIPM, Malay Chaudhuri
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