A presentation on crm process in mc donalds

A PRESENTATION ON CRM PROCESS IN

MCDONALDSVARUN SHARMA MBA 1ST YEAR (8750479808

[email protected])

ABOUT•MCDONALD'S IS THE WORLD'S LARGEST CHAIN OF HAMBURGER 

FAST FOOD RESTAURANTS, SERVING AROUND 68 MILLION CUSTOMERS DAILY IN 119 COUNTRIES ACROSS MORE THAN 36,000 OUTLETS. FOUNDED IN THE UNITED STATES IN 1940, THE COMPANY BEGAN AS A BARBECUE RESTAURANT OPERATED BY RICHARD AND MAURICE MCDONALD. IN 1948, THEY REORGANIZED THEIR BUSINESS AS A HAMBURGER STAND USING PRODUCTION LINE PRINCIPLES. BUSINESSMAN RAY KROC JOINED THE COMPANY AS A FRANCHISE AGENT IN 1955. HE SUBSEQUENTLY PURCHASED THE CHAIN FROM THE MCDONALD BROTHERS AND OVERSAW ITS WORLDWIDE GROWTH.

•A MCDONALD'S RESTAURANT IS OPERATED BY EITHER A FRANCHISEE, AN AFFILIATE, OR THE CORPORATION ITSELF. THE MCDONALD'S CORPORATION REVENUES COME FROM THE RENT, ROYALTIES, AND FEES PAID BY THE FRANCHISEES.•MCDONALD'S PRIMARILY SELLS HAMBURGERS, 

CHEESEBURGERS, CHICKEN, FRENCH FRIES, BREAKFAST ITEMS, SOFT DRINKS, MILKSHAKES, AND DESSERTS.

MCDONALD’S VISION

“Mc Donald’s vision is to be the world’s best quick service restaurant experience. Being the best means providing outstanding quality, service, cleanliness and value, so that we make every customer in every restaurant smile.”

CRM INITIATIVES FOR INDIA•DON’T OFFER ANY BEEF OR PORK ITEM IN INDIA.• IN PRODUCT LIKE MC VEGGIE, PIZZA MCPUFF ETC.,

THEY USE SPICES FAVORED BY INDIANS.• SOFT SERVES AND MC SHAKES ARE EGGLESS.•OFFER GIFTS TO CHILDREN LIKE HOT WHEELS CAR,

BARBIE DOLL ETC.•ACTIVELY INVOLVED IN MANY SOCIAL ACTIVITIES

LIKE•CHILD EDUCATION, PULSE POLIO MISSION ETC.

CRM FOR INTERNAL CUSTOMERS•EACH OUTLET IS HEADED BY A RESTAURANT MANAGER.

HE IS RESPONSIBLE FOR THE DAILY OPERATION AND CUSTOMER INTERACTION.•DELIVERY CREW MEMBER CARRIES BASIC OPERATION

OF A RESTAURANT .ENSURES CUSTOMER SATISFACTION AT THE RESTAURANTS.•IN ORDER TO MOTIVATE THERE EMPLOYEES THEY GIVE

THEM STARS AS PER THEIR PERFORMANCE.

EXTENDED CRM INITIATIVES• THEY HAVE A FEEDBACK AND SUGGESTION FORM AVAILABLE AT EACH

OUTLET.• FOR THE TECHNO SAVVY CUSTOMERS THEY HAVE AN ONLINE FEEDBACK

FORM.•ALL THE UPCOMING PRODUCT AND RELATED INFO ARE POSTED ON THEIR

WEBSITE- WWW.MCDONALD’S.COM•COMPLIMENTARY DRINKS WITH EVERY LATE ORDER DELIVERY AFTER 1

MINUTE.•AT MCDONALD’S , THE CUSTOMER ALWAYS COMES FIRST .MC DONALD’S

INDIA PROVIDES FAST FRIENDLY SERVICE – THE HALLMARK OF MCDONALD’S THAT SETS ITS RESTAURANTS APART FROM OTHERS.

•MCDONALD’S RESTAURANTS PROVIDE A CLEAN, COMFORTABLE ENVIRONMENT ESPECIALLY SUITED FOR FAMILIES.•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 MINIMIZE COSTS WHILE MAXIMIZING VALUE TO CUSTOMERS.• THE MAIN EFFORT OF MCDONALD’S SERVICE IS TO MAKE

CUSTOMER THE WHOLE SOLE BENEFICIARY THROUGH ITS STRINGENT STANDARDS MAINTAINED ALL OVER THE WORLD.

GAPS IN MCDONALDS CRM PROCESS•SELF SERVICE•NO HOME DELIVERY•HIGHER SERVICE TAX LEADS TO HIGHER PRICES OF

ITEMS•MORE HEALTH CAUTIOUS CUSTOMER

RECOMMENDATIONS FOR CRM PROCESS

•INTRODUCE HOME DELIVERY SERVICE IN NEARBY AREAS FOR DELIVERY OVER CERTAIN AMOUNT LIMIT.•INTRODUCE APP FOR THE CUSTOMERS SO THAT THEY

CAN ORDER THE FOOD ITEMS FROM HOME.•NO SERVICE CHARGE ON TAKEAWAY ORDERS.

•MUST INTRODUCE SOME MORE TRADITIONAL FLAVORS IN DIFFERENT REGIONS OF INDIA.•SHOULD BE MORE FOCUSED ON HEALTHY SERVING OF

FOOD ITEMS.