Transcript
PRESENTATION ON RESTAURANTS
• PRESENTED BY:-• PREETI• RIMPAL• GURMEEN• ANSHITA• KHUSHBOO
WELCOME TO THE WORLD OF McDonald’s
“One world, One Burger”- McDonald’s
CDonald’s IntroductionMcDonald’s is the global fast food
giant.Founded in 15 may 1940 in
CALIFORNIA .FOUNDERS –RICHARD AND MAURICE
MACDONALDS.Headquarters-oak brook ,illiona us.Forty eight years down the line,
they are the world’s largest food-service chain with more than 31,000 restaurants in 119 countries, serving 47 million customers every day and employing more than 1.5 million people.
BUSINESS MODELMcDonald's corporation earns revenue as an
investors in properties, as franchiser and as an operator of restaurants.
15 % of Mc Donald’s restaurants are owned and operated by Mc Donald’s corporation directly.
The other’s are operated through variety of franchisee agreement and joint ventures.
In addition to ordinary franchisee fees and marketing fees, Mc Donald’s also collect rent on the basis of sales.
McDonald’s in India developed a range of 100% pure Veg food, along with Non-Veg range.
Competitors was more.
McDonald’s efforts were aimed purely at driving traffic in.
McDonald’s introduced home delivery system in stipulated areas.
Also introduced samples with the core products.
Objectives of Promotion StrategyKey objectives of McD’s
promotion strategy were to, “ Get them in. Trade them up. Get them back ”.
Get Them In : To make consumers step into McDonald’s restaurant.
Trade Them Up : To shift the consumers to McDonald’s core products like Burger with cheese, McChicken Burger, Fillet-o-Fish, etc.,
Get Them Back : To increase the frequency of visit by making the McD’s brand experience.
PRODUCTS
PRODUCTSMc Donald’s sells Hamburgers, Chicken
sandwiches, French fries, Soft drinks, Breakfast items and Deserts.
Mc Donald’s also offers salad and vegetarian items, wraps and other localized fare.
Target Segment and Positioning
McDonald’s was positioned as a family restaurant.
Extra care has been taken to make the restaurant children-friendly.
McDonald’s targeted both Sec children & adults, because no other company targeted kids quit persistently.
McDonald’s strategy is obviously to make the eating-out function the focus of these outings.
Focused on Price Penetration.In 1998 McDonald’s had
achieved sufficient level of success, on their offerings & then educated customers about their core strengths.
Their main focus is on Service, hygiene, products etc.,
TYPES OF RESTAURANTSMc Drive are the type of which provide drive
through services and offer no counter service or seating.
Special theme restaurants also exists, such as the Solid Gold Mcdonald’s, a 1950s rock-n-roll themed restaurant.
Mcdonald’s introduced Mc Cafe a café style accompaniment to Mcdonald’s restaurants in the style of Starbucks.
Mc Express are the type of restaurants which are located in shopping malls.
SUB BRANDSThe company also operates other
restaurant brands , Piles Café.The company owned a majority
stake in Chipotle Mexican grill until October 2006.
Until December 2003, it also own Donatos pizza.
On august 2007, McDonald’s Boston Market to Sun Partners.
ADVERTISINGThe company makes
significant use of Bill board and Signage, Sponsors, Sporting events ranging from little league to olympic games.
It makes coolers and orange drinks with their Logo available for local events for all kinds.
Television has always played a central role in the company’s advertising strategy.
Focus more on electronic media Their ads talk about emotions,
family ties and fun and all these have high legal appeal .
They don’t use print media.
ACHIEVEMENTSAmong all the competitors
McDonald’s is the leading brand.During its initial footsteps it starts
from California and now it is expanded to 31000 countries worldwide.
Don Gorske, a McDonald’s enthusiast, has consumed over 20000 big Mchamburgers .
He appeared on Supersize me, is listed in Guiness Book of World Records, and has a movie called Mc Daddy.
CONTROVERSIESIn 1990, a small group of activists
criticized its environmental health and labour record.
In 1999, French anti globalisation activist Jose Bove vandalized a half built McDonald to protest against the introduction of the fast food in the region.
In 2002, vegetarian group largely Hindu and Buddhist successfully sued McDonald’s for misrepresenting their French fries as vegetarian when they contain beef broth.
LEGAL CASESMc Donald’s has been involved in a number of
law suits as:McDonald’s sued a Scottish Café owner called
McDonald, for the use of their trademark.In the Mc Libel case, Mc Donald’s sued two
activists for distributing pamphlets attacking in environmental labor an d health records.
In Perth, west Australia, Mc Donald’s plarded guilty to five charges relating to the employment of children under 15 in one of it outlets and was find AU$8000.
VARIOUS OTHER FACTS SHOWING POPULARITY OF MCDONALD’S
Fast food nation, book by Eric Schlosser.Supersize me, a documentary film by
Morgan Spurlock.McDonald's video games are also
launched in the market.Some other documentary films on Mc
Donald’s are Maxime, Mc duff and Mc do.
KFC is based in Louisville, Kentucky, and is the world’s most popular chicken restaurant chain.
Founded by Colonel Harland Sanders in 1952.More than 11,000 outlets85 countries and territories around the world.8 million customers each day.Yum! Brands is run by David Novak,
Chairman & CEO KFC Division is run by Cheryl Bachelder,
President and Chief Concept Officer
In Past 5 Years:Debt Ratio has dropped 25%Net Income after Taxes has increased 31%Profit Margin has increased 41%
PIZZA HUTINTRODUCTIONFOUNDERS-DAN & FRANK CAMEYFOUNDED-1958 IN WICHITA, KANSAS,USABASED IN-ADDISON,TEXAS,USA34000 OUTLETS IN 100 COUNTRIESEMPLOYING MORE THAN 300000 PEOPLEPARENT-YUM! BRANDS (1997-PRESENT)
PRODUCTSTHE SICILIAN PAN PIZZATHE HAND TOSSED TRADITIONAL PIZZABUFFALO WINGSTHE EDGE PIZZATWISTED CRUST PIZZA
PLACEMORE ACCESSIBLE TO THE CUSTOMERSCAFETERIAS SPORTS AREAS MAJOR AIRPORTSSCHOOLSSHOPING MALLSOFFICES
PROMOTIONSPROVIDES SPECIAL OFFERS
SEASON’S PROMOTION
INTRODUCE NEW PRODUCTS
PRICELOW PRICE FOR MEAL
COMBO PACKS
PROVIDE SPECIAL OFFERS
STARBUCKS IN 1980’s. •HOWARD SCHULTZ CAME INTO STARBUCKS IN 1982 AND RE-NAMED FROM “STARBUCKS COFFEE TEA AND SPICES” TO “STARBUCKS”.
•RE-IMAGE FROM ONLY SELLING COFFEE BEANS TO BE A COFFEE HOUSE.
90’s TILL NOW•13168 RETAIL OUTLETS WORLDWIDE .•STARBUCKS HAS BEEN EXPANDING ITS BUSINESS INTO FOOD’ ICE CREAM,TEA• MUSIC, CREDIT CARDS AND FILM.
•CANADA•LATIN AMERICA•EUROPE, MIDDLE EAST AND AFRICA.•ASIA- PACIFIC.
STARBUCKS EXPERIENCE…….$$$$MOST OF STARBUCKS CONSUMER ARE
NOT PRICE SENSITIVE.IN 2004 STARBUCKS RAISED PRICE MORE
THAN 3% IN EVERY PRODUCT.STARBUCKS STOCK PRICE HAS BEEN
INCREASING SINCE 1992.
•COMFORTABLE SETTING TO CREATE POSITIVE AND UPLIFTING EXPERIENCE.•INVITING STORE AMBIENCE.•UNIQUE WARMTH THAT SETS APART FROM “WORK” AND “HOME”.•CUSTOMISED BEVERAGE ORDER.•EMOTIONAL CONNECTION BETWEEN BARISTA AND CUSTOMERS.
BYE BYE SEE U AT McDonald’S
Thank Thank
youyou
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