A PROJECT REPORT

ON

CUSTOMER SATISFACTION AT MCDONALD’S

SUBMITTED IN PARTIAL FULFILLMENT OF THE

REQUIREMENT TO AWARD THE DEGREE OF POST
GRADUATE DIPLOMA IN MANAGEMENT

SUBMITTED BY
MEGHA SACHDEVA
ENROLLMENT NO. : 1521000962

INSTITUTE OF MANAGEMENT TECHNOLOGY

CENTRE FOR DISTANCE LEARNING,
GHAZIABAD
 ACKNOWLEDGEMENT

The present work is an effort to throw some light on CUSTOMER SATISFACTION

AT MCDONALD’S. The work would not have been possible to come to the present

shape without the able guidance, supervision and help to me by number of people.

I convey my heartful affection to all those people who helped and supported me during

the course for completion of my Project Report.

MEGHA SACHDEVA
ENROLLMENT NO. : 1521000962

2
 PREFACE

The project title A Study on Consumer Satisfaction in “Fast-Food Service” with

special reference to McDonalds in Delhi & NCR is the analysis of the Consumer
Satisfaction level of fast food industry. This project involves the service level provided by
McDonalds and other fast-food to its customers. The survey was conducted so as to
analyze the service quality prevailing in the current industry and the improvement that
can be made upon it.

Market research study has been conducted in order to bring out the picture of customer
satisfaction and service quality that exists in this industry. The differences in customer
satisfaction and service quality that exists in the market. What the customer’s preferences
are about the hospitality provided by the fast food industry?

After this a comprehensive and comparative analysis has been made. And conclusion has
been made keeping in mind the detailed analysis of the findings, which has been collected
through the market research.

3
 CONTENTS

1. Executive Summary

2. Introduction

3. Restaurant Industry

-Company profile

- Present position of this industry

4. Research Objective

5. Research Methodology

6. Data Collection and Analysis

7. Conclusion

Annexure

Bibliography

Questionnaire

4
 EXECUTIVE SUMMARY

In today’s world of cutthroat fierce competition, it is very essential to not only exist but
also to excel in the market. Today’s market is enormously more complex. Henceforth, to
survive in the market, the company not only needs to maximize its profit but also needs to
satisfy its customers and should try to build upon from there.

The project is the analysis of the customer satisfaction in fast-food and service quality
level provided by the fast food joint Mc Donald’s, Nirula’s and Pizza Hut. The survey
was conducted so as to analyze the service level prevailing in the fast food center and the
improvement that can be made upon it.

The meaning of service and service quality has been discussed elaborately. Market
research study has been conducted in order to know about the customers’ preferences and
hospitality that they want from the fast food joints.

After this a comparative analysis along with diagrams and charts has been made to bring
forward the overall picture of the market research.

Conclusions have been drawn keeping the detailed analysis of the findings in mind.

5
 INTRODUCTION

THE INDIAN FAST FOOD MARKET - AN OVERVIEW

Up to the year 1995 Indian food market was predominantly dominated by the traditional
dhabas, potential restaurants in the customer’s colony and some restaurants in a five star
hotel. Having fast food i.e., burgers, pizzas etc., was considered to be an option for eating
out. It was not at all synonymous with the American concept of fast food as a quick
takeaway bite or a substitute for lunch.

Apart from fast food being available at the local colony restaurants and at some five star
restaurants, Nirula’s was the only fast food chain existing in the country with its
restaurants expanding with every passing year since its inception. It has been almost 50
years now since its set up and there is hardly any one who doesn’t know that Nirula’s
exists. Nirula’s was the first one to bring fast food to India back in the 50’s since then it
has evolved into an eating place with tremendous brand equity and brand recognition. It
proved to be a perfect eating place for an average middle class who wants to eat out at an
affordable price that can’t afford the five-star restaurants and would not want to go to the
local dhabas.

Nirula’s almost had a monopoly for decades due to the way it has been placed. It is a
place where a person from an average middle class group to upper class group can go to
eat out. Its popularity has increased over the decades. With the trends changing and the
incomes rising almost anybody who can afford to eat out could go for a snack at Nirula’s.

However the year 1995-96 witnessed a drastic change. 1996 is considered to be the year
of India’s entry into the world food market. International giants such as McDonalds,
Dominos, and Pizza Hut all bombarded the Indian food market.

Before these, UK-based joint called Wimpy’s had established its chain in the country in
1990. By year 1996 it had about three to four joints established in Delhi. However it did
6
not pose much of a threat to Nirula’s reason being lack of variety and that Wimpy’s was
looked at more of a hangout place rather than eating out with the family.

However, restaurant business is such that it is surrounded by competitors from all sides,
be it Indian joints or foreign joints.

Each of the foreign food joints that have come into the country have their own strategy
lined up to differ from the rest. Each of these studied the Indian tastes and style and
thereby targeted the Indian customer. An average Indian restaurant goes is no
convenience eater, unlike the Americans.

If he is paying, he is paying for food that tastes good (Spicy, soft, savory etc.), not for
how pleasantly the stuff is served or how spotless the windows are. He wants food for
that can make him come back to the restaurant. An Indian food joint owner would
definitely understand this but an American company which comes and places itself
directly without knowing the customer is definitely in for trouble. Customer loyalty in a
restaurant business is essentially low. A customer when he comes to a restaurant usually
looks at the quality of food, variety, ambience, speed of delivery and the location. The
variety would influence the frequency of visits since taste is a dominating factor to the
Indian customers.

Almost all the fast food chains both Indian i.e., Nirula’s and foreign i.e., McDonalds etc.,
are targeting the families. This serves to be an advantage because the turnaround time is
short and family has higher propensity to spend because different members order larger
variety of dishes.

Each of these restaurants delivers quality, value and services in its own way through its
line of strategies. The emphasis is on the value that the restaurant is delivering to the
customers.

7
 RESTAURANT INDUSTRY

COMPANY PROFILE

Is the world's leading food service retailer with more than 30,000 restaurants in 118
countries serving 46 million customers each day?

History and Background

In 1955, Ray Kroc, a 52-year old salesman of milkshake mixing machines, became
interested in a string of seven restaurants owned by Richard and Maurice McDonald.
These two founded the quick service restaurant industry when they converted their
barbecue drive in with car hops into the world’s first McDonald’s limited menu, self
service drive-in in 1958, in California. Kroc liked their fast-food restaurant concept and
bought the Chain for $2.7 million.

He opened his first McDonald’s in Illinois in April 1955 and founded the company that
evolved into McDonald’s corporation. He decided to expand the chain by selling
Franchises, and the number of restaurants grew rapidly.

McDonalds is the largest and the best known global food service retailer. Its global
market potential is enormous seeing the member of restaurants it has. On any day
McDonald’s serves less than one percent of the world’s population. Its outstanding brand
recognition. (It is one of the most recognized brand all over the world), experienced
management, high quality food, site development, high quality food, site development
expertise, advanced operational systems and unique global infrastructure helps it to
capitalize on global opportunities.

8
McDonald’s Vision: is to dominate the global food service industry. Global dominance
means setting the performance standard for customer satisfaction and increasing market
share and profitability through successfully implementing convenience value and
exception strategies.

McDonalds franchises restaurants in many international markets, and decisions relating to

the selection of candidates are made local by the management in the country where the
restaurant is located.

Mc Donald’s India

A locally Owned Company

McDonald’s India is a locally owned company managed by Indians.

Local Sourcing is Key for Truly Indian Products

Around the world, McDonald’s traditionally operates with local partners or local
management. In India too, McDonald’s purchases inputs from local suppliers.
McDonald’s constructs its restaurants using local architects, contractors, labour and -
where possible - local materials. McDonald’s hires local personnel for all positions within
the restaurants and contributes a portion of its success to communities in the form of
municipal taxes and reinvestment. Nearly 98% of the inputs are sourced from the
domestic market

McDonald’s sources food products from local companies. Mutton patties are supplied by
Al-Kabeer, Hyderabad, Andhra Pradesh; fresh lettuce comes from Pune, Ooty,
Maharashtra and Dehradun; cheese from Dynamic Dairies, Baramati, Maharashtra;
sesame seed buns and sauces from Cremica Industries Phillaur, Punjab, and pickles from
VST Natural Foods, Hyderabad, Andhra Pradesh.

Setting Up of an Extensive Food Chain

For three years before the opening of the first McDonald’s restaurant in India,
McDonald’s and its international supplier partners worked together with local Indian
9
companies to develop products that meet McDonald’s vigorous quality standards. These
standards also strictly adhere to Indian Government regulation on food, health and
hygiene. Part of this development involves the transfer of state-of-the-art food processing
technology which has enabled Indian business to grow by improving their ability to
compete in today’s international markets.

For instance, Cremica Industries worked with another McDonald’s supplier from Europe
to develop technology and expertise which allowed Cremica to expand its business from
baking to also providing bread and batters to McDonald’s India and other companies.
Another benefit is expertise in the areas of agriculture which allowed McDonald’s and its
suppliers to work with farmers in Ooty, Pune and Dehradun and other regions to cultivate
high quality lettuce. This includes sharing advanced agricultural technology and expertise
like utilization of drip irrigation systems which reduce overall water consumption and
agricultural management practices which result in greater yields.

In some cases, these Indian suppliers had the technology - but no market for the products
they produced. For example, Dynamic Dairies -- through its relationship with
McDonald’s was introduced to a large customer of milk casein and other milk derivatives.
The two companies entered into a business relationship resulting in an initial export order
of approximately US $ 12 million per year. McDonald’s local supply is made through
Radhakrishna Food land, to get products from the various suppliers to restaurants in
Delhi.

Respect for the Indian Customers and Culture

McDonald’s worldwide is well known for the high degree of respect to the local culture.
McDonald’s has developed a menu especially for India with vegetarian selections to suit
Indian tastes and culture. Keeping in line with this McDonald’s does not offer any beef or
pork items in India. McDonald’s has also re-engineered its operations to address the
special requirements of a vegetarian menu. Vegetable products are prepared separately,
using dedicated equipment and utensils. This separation of vegetarian and non-vegetarian
food products is maintained throughout the various stages of procurement, cooking and

10
serving.

Community Partnership

McDonald’s believes in giving back to the communities it serves. Wherever McDonald’s

goes it becomes a part of the community it operates in and contributes towards the
development of the locality. For example, McDonald’s has introduced the concept of
‘Litter Patrol’ - McDonalds’s employees go around the immediate vicinity of the
restaurant every day, packing up garbage left behind not only by customers from
McDonald’s restaurants but also by other visitors to the area. The result is a cleaner
neighborhood.

Quality, Service, Cleanliness and Value

The McDonald’s philosophy of QSC & V is the guiding force behind its service to the
customers.

McDonald’s India serves only the highest quality products. All McDonald’s suppliers
adhere to Indian government regulations on food, health and hygiene while continuously
maintaining McDonald’s own recognized standards. All McDonald’s products are
prepared using the most current, state-of-the-art cooking equipment to ensure quality and
safety.

At McDonald’s the customer always comes first. McDonald’s India provides fast and
friendly service - the hallmark of McDonald’s which sets its restaurants apart from others.

McDonald’s restaurants provide a clean, comfortable environment especially suited for

families. This is achieved through McDonald’s stringent cleaning standards, carefully
adhered to.

McDonald’s menu is priced at a value that the largest segment of Indian consumers can
afford. McDonald’s does not sacrifice quality for price - rather McDonald’s leverages
economies of scale to minimize costs while maximizing value to customers.

11
 MCDONALD’S INDIA-SUPPLY CHAIN

A taste of freshness from all over India

Did you know that every year, Rs. 50,000 Crore worth of food produce is wasted in
India? This is mainly because of the lack of proper infrastructure for storage and
transportation under controlled conditions.

McDonald's is committed to providing quality products while supporting other Indian

businesses. And so, McDonald's spent a few years setting up a unique Cold Chain.

The cold chain is necessary to maintain the integrity of food products and retain

their freshness and nutritional value. It refers to the procurement, warehousing,

transportation and retailing of food products under controlled temperatures.

Setting up the cold chain has involved the transfer of state-of-the-art food

processing technology by McDonald’s and its international suppliers to pioneering

Indian entrepreneurs, who have now become an integral part of the cold chain.

12
EMBED WORD.PICTURE.8
Pizza Hut is the largest pizza restaurant company in the world. It has 12700 outlets in 90
countries. Pizza Hut has an aggressive expansion plan for India. It intends to have 100
outlets by the end of 2004. Pizza Hut will consolidate its presence in cities where it
already exists as an endeavor to create a major share of these profitable markets first
before spreading to other markets. Pizza Hut is one of the largest pizza brands. Further,
all new outlets in India would be franchisee owned resulting from the smooth functioning
of the existing stores which are all franchisee owned. Hence, the same arrangement will
be followed in the future to ensure growth-oriented results

The data written below represent what Pizza Hut is all about and gives a brief profile of
the company.

Their main quote:

"Customer is the reason that we are here."
• No customers

• No Pizzas

That’s the secret ingredient.

The 5 secret principles:
• Employees are our secret ingredients.

• Show your "care".

• Say "yes" to customers

• Satisfied, capable teams create satisfied customers.

13
History and Background

Nirula’s today is a well known name in the hospitality industry.

Nirula family was the first to offer western style fast food in India. It came to Delhi in
1928. They realized the paucity of good eating places in and around New Delhi, and
started ‘Hotel India’ in 1934 with 12 rooms and a restaurant with a bar license. They also
specialized in catering to parties and soon Nirula’s’ catering became famous.

Meanwhile, Nirula’s’ had set up the ‘India Coffee Shop’ in Janpath on request of the
Coffee board. A few years later, the Coffee Board of India seeing the success of the
international decided to run the business itself.

It 1939, whine the Second World war had started, Nirula’s’ rented more space in
Connaught Circus (what is currently the ground floor of Nirula’s, L-block) and opened a
Restaurant with music and serving a six course dinner for only Rs. 1. The restaurant
proved to be popular with both Indian and foreign guests. It also started serving Indian
food and introduced ball room dancing and caberet. However, business fluctuated widely
since it was dependent on the quality and reputation of that evening’s performer. Hence,
in 1950 the restaurant with the cabaret was given up in favour of the Brasserie.

The Brasserie was a popular self service restaurant serving beer and liquor with a limited
menu of Indian and Western food. The Brasserie gave way to the ‘Cafeteria’, the first of
its kind in India with a variety of Dishes and the guests could help themselves to whatever
they fancied.

Before 1947, Nirula’s’ had also opened the first fruit preservation unit in Delhi. The jams
and squash and other preserves were marketed under the name of Nirula’s and had an all

14
India distribution. With the partition of India in 1947, the supply of raw material was
disrupted and this unit was stopped.

In 1950, Nirula’s’ started the ‘Chinese Room’ which was the first restaurant of its kind in
India. Nirula’s’ created history by being the first Indians of non-Chinese origin to have a
Chinese food restaurant in India.

In 1954, Nirula’s’ were the first ones to introduce espresso coffee in India. Gaggia, the
inceptors of espresso coffee machines gave Nirula’s’ sole distribution a right for their
machines and Nirula’s sold these to the luxury hotels and first class restaurants. Nirula’s
store was opened in the 1950’s with a section for cold meat and delicatessen products and
a separate section for bakery and confectionery produce.

Nirula’s Hotel was started in 1958 and was the first modern 3-star hotel in India. In 1960
two specialty restaurants were opened. La Bohame was a modern restaurant where tea,
coffee, snacks and meals were very popular. It was the most popular restaurant of its time
in India. Gufa was an Indian restaurant with Indian style seating and an all silver thali
service in a romantic atmosphere.

The Pastry shop was independently introduced in 1972 and did externally well. The quick
service food business was again ventured into by the opening of the Snack bar in 1972
and Hot Shoppe in 1977, which was instant success. The first Ice Cream Par lour in India
was started in 1978. Potpourri restaurant with the first salad bar in India and the Pegasus
Bar were started in 1979. All of these exist till today.

PRESENT POSITION OF THIS INDUSTRY

Global: - Globally this industry is witnessing erosion of customer base. This is due to the
fact fast-food contain and access amount of fasts, oil, cholesterol, which increase the
health problem the customers are becoming more and more Health Conscious and are
becoming more conscious in there food habits.

15
In India :- The consumer ignore the above mention factors barring if you added to this
people tendency to adopt westernized customer has helped fast-food MNC’s to increase
there markets.

Major players in this field:-

1. McDonald’s

2. Nirula’s

3. Pizza Hut

4. Dominoz Pizza

These day working executives are busy a lot they don’t have the spare time to cook food
due to there high this possible income and ever increasing arperalional levels they prefer
to it out at this fast food outlets (McDonalds, Nirula’s, Pizza Hut) where they find the
match according to there asperitional level.

SERVICE

A service is any act or performance that are party can offer to another that is essentially
intangible and does not result in the ownership of anything its production may or may not
be tied to a physical product.

Service GAP. Service gap is factors which cause the unsuccessful delivery. These are
five gap cause the unsuccessful/delivery.

1. Gap between consumer expectation and management perception.

2. Gap between management perception and service quality specification and service
delivery.

3. Gap between service delivery and external communication

4. Gap between perceived service and expected service,

16
 PRESENT POSITION OF THIS INDUSTRY IN RESPECT
TO SERVICE GAP

Gap between consumer expectation a management perception:-

While the management of pizza hut perceives that the consumers need better quality food,
but the consumers may a clinically want better ambience, (Like, light, music) or work
floor area.

Gap between management perceptions Service-quality specification.

The “fast” service provided by McDonald goes very well with its customer perceptions.
Here the negotiation has perceived well what the customer wants but, the main area
where at lacks is that it has not specified its customer “how to serve “or” what quality to
be served”.

Gap Between service quality specifications & service delivery

The delivery personnel in McDonald are mainly fresh graduates without a personal
degree in “hotel management”.

If the other person visit except the recognize restaurant like and what is were in some
what difference. They find what have shown in media and what shown here in name
some what difference.

Gap between perceived service and expected service.

The customer of McDonald and Nirula’s are wanted free home delivery but presently
there not providing. Whereas Pizza Hut is providing home delivery to there customers.

After this analysis we come to no that there is some service gap is there inside this
industry which needed to improve.

17
 MARKETING SCENARIO

The first step in developing a marketing strategy is to understand the customers, reacting
to their changing needs and the changing dynamics of the market. To this end
McDonald’s conducts several stages of in-depth customer research and audits of the
McDonald's brand. The research involves both quantitative and qualitative research
methods. This research describes how McDonald's is perceived and about changes that
are taking place in the market. Research is also conducted into the local area of their
restaurants, into the general market environment, and into specific areas of their business.

They also believe in having a thorough understanding of their competition, which is

considered, at three distinct levels:

 Total Eating out Market gives the broadest competitive context and includes all
restaurants, hotels, pubs, and any other outlet where people eat. This category
contains the entire gamut of eating outlets ranging from the “mom-&-pop outlet”
to the most exclusive five star hotels.

 Quick Service Restaurant sector includes any outlet where food is served quickly
and the process is usually self-service. Example: Domino’s, Nirula’s.

 Burger House Sector includes those restaurants that serve different varieties of
burgers as their primary menu item. This is the narrowest sector in consideration.
Example: Wimpy’s.

Having an in-depth understanding of all aspects related to the competition allows

McDonald’s, to monitor the competitive environment to exploit the opportunities and
check threats in time. This is achieved through the following:

 Competitive Pricing: Being in touch with the pricing of their competitors allows
them to price their products correctly, balancing quality with value.

18
  Competitive Promotion: At McDonald’s it is believed that before they
communicate with their customers, they must be aware of what the competitors are
communicating so that they can create a beneficial advantage.

 Competitive Place: Distribution is the key to any retailer or brand; McDonald's

prides itself on its superior delivery process.

 Competitive Product: Quick Service Restaurants are constantly expanding their

menus. This can be done on a short-term promotional basis or as a long-term
expansion strategy.

McDonald’s over the past seven years has been successful to place itself in the mindset of
the Indian customer as an affordable outing compared to the initial impression of
“Americanized Indian Richies”. With their Flag Ship product “Big Mac” absent from
India it seems the Maharaja Mac comes to be the Indian Flag Ship Product. They consider
service as one of their key selling points and focus on four dimensions with a lot of thrust.
These are Quality, Value, Service and Cleanliness. It has tried to reach out to the entire
Indian market of middle as well as the upper class. E.g. it has hit on the middle class by
introducing the McSwirl only for Rs. 12 and similarly before that had introduced the
McCone which was simply Ice cream cone priced at just Rs.7. An important point here to
be noticed is that McDonald’s has been co-branding with some very well known brands.
Apart from serving Coca-Cola I all its outlets the McSwirl previously mentioned was
introduced as a co-branded Ice cream with Cadbury’s. Let us look at the various aspects
through which McDonalds has tried to position itself in the Indian market:

1. Product

McDonald's menu internationally is based on five main ingredients: beef, chicken, bread,
potatoes and milk. Their main products are hamburgers, chicken sandwiches, French fries
and beverages. In addition it serves a variety of breakfast items and desserts.

19
The original McDonald's menu was simplicity itself -hamburgers, cheeseburgers, fries,
soft drinks, coffee and shakes. This limited menu concept triggered the "fast food"
concept, because focusing on just a few items that were prepared with standardized
procedures made food service a model of efficiency. And buying food supplies in
quantity as the restaurant chain grew larger enabled it to keep prices low. Finally, because
the menu was limited, it was able to deliver a consistent product, no matter which
restaurant a customer visited. And this consistency has remained a hallmark of
McDonald's even as its menu has expanded over the years. Customers know they can
count on being served the same Big Mac whether they're at a McDonald's in Moscow,
Idaho, or Mumbai, India…the same world famous fries whether they're in Dallas or
Delhi.

Mc Donald's India representative says, "We take the hamburger business more seriously
than anyone else." Surprisingly, in India McDonald's has been particularly successful at
catering to local tastes. The global giant is often criticized for standardizing tastes by
serving the same burger the same way everywhere in the world. But that's far from the
truth. Though the core menu--hamburgers, Big Macs, fries, etc.--is available in all
McDonald's restaurants, it's complimented with an array of localized choices. Usually in
Asia, about a third of the menu is made up of dishes you won't find anywhere else, like
Pizza McPuffs in India. In fact, the 25 McDonald's in Bombay, Pune, Delhi etc., feature a
menu that is over 75% locally-developed.

India has been the biggest inspiration for McDonald's fusion chefs. With a population that
is mostly Hindu, the restaurant chain can't serve its mainstay--beef. So most of the
standard menu had to be thrown out, down to the "special sauce" that goes into Big Macs
elsewhere. Many Hindus, who are strict vegetarians, eschew mayonnaise, the sauce's
main ingredient. McDonald's India developed a special egg less mayonnaise for the
burgers; instead of eggs it used a large amount of mint. In place of the Big Mac,
McDonald's India developed the Maharaja Mac--a mutton burger. All these extra steps
have been taken to assure Indian customers of the wholesomeness of both products and
20
their correct preparation. So intense is the idea of Indianization that McDonald's has
opened an all- vegetarian outlet in Ahmedabad, which is predominantly a vegetarian city.

2. Place

McDonalds is ever expanding and due to this its presence is felt by 3.5 million customers
in India alone and more than a billion people worldwide every day. It has excellent
networking capabilities with its suppliers and ensures quality from them. McDonalds
India's outlets are generally located near community centers (some also have small parks
adjacent to them) to provide the complete family experience).

3. Price:

Aimed at luring the Indian middle class, the ice cream cone was started with zero margins
to pull in crowds. McDonald's has always strive to offer quality products at an affordable
price. Its bulk purchasing capabilities have given it the cost advantage. It thus strives to
be an optimum-cost producer -not the lowest cost -since quality comes first for this
restaurant chain. The products are priced keeping in mind the target group. Since the
people targeted belong to the Socio Economic Classification Grid A & B, the company
refrained from excessive or premium pricing. In fact, as already stated earlier, certain
items on the menu are actually loss leaders, which facilitate building traffic into the
restaurant. An interesting piece is that the company claims to have a margin of 40 percent
on its soft cone, which is a big hit among the people. Most of the meal combinations i.e.
including burger, French fries and a coke, price are nominal. This could, according to us
be an attempt to use psychological pricing. McDonald’s has also introduced McHappy
Hours, to increase attendance during the lean time (3 pm to 6 pm). This is also in tune
with the school and college kids, who come would like to go out with their friends after
school or college. This has yielded returns and the turnout during this time has increased
sharply.

4. Promotion

21
The emphasis is on projecting McDonald's as a global brand relevant to the local
community. The positioning of McDonald's as a family restaurant is being carefully put
across to the consumers.

A) Advertising: McDonalds advertising in India is being handled by Mudra

Communications. Amit Jatia, MD, McDonald's India (Hardcastle Restaurants) has to say
the following for Mudra: "They're completely involved in the brand. They take an active
role and we see them as a partner." McDonald's spends over 5.5crores each year on
advertising: the Golden Arches are now more recognized by kids in metros than their
favorite super hero. McDonald's is recognized as one of the best marketers of the world,
investing some hundreds of millions of dollars every year for advertising and promotion
of its image. “Get them in. Trade them up. Get them back.” These are the three basic
steps of McDonald's marketing strategy, as defined internally at Mudra Communications,
the agency handling the account. Shorn of jargon, this simply means objective number
one is to make consumers' step into McDonald's outlets. The second objective is to shift
the consumer to McDonald's core products (the Vegetarian Burger with cheese, the
McChicken Burger with cheese and Fillet-o- Fish) by increasing sampling and
showcasing the value aspect of McDonald's. Third, increase the frequency of visits by
making the McDonald's brand experience unique and memorable. The Indianised items
like McAloo tikki burger and pizza McPuff are instrumental in bringing in the traffic into
the store.

McDonald's has always shown bits of real life in their commercials that seems to have
become a standard for them. Their marketing efforts go far beyond advertising, including
special food promotions, games, videos, cassettes, tapes, videos, CDs that customers
couldn't get anywhere else for the value. Because of the diversity of customers that go to
McDonald's, they have developed segmented marketing programs as various key
audiences.

22
B) Public Relations: McDonald's public relations in India are being handled by
Corporate Voice Shandwick, a subsidiary of Weber Shandwick Worldwide. This begins
with franchisee involvement in their communities and extends to other national passions
like cricket (McDonalds invites young and successful cricketers like Yuvraj Singh to
inaugurate their restaurants). This means a well organized psychological bombing aimed
at all kind of people, from every race and social class where the golden arches result to be
the overall winner.

Recently, McDonalds was charged by some fundamentalist organizations with using beef
talon in its French fries. This was picked up by the media and resulted in a big
controversy. The consultancy immediately got into action by sending press releases,
calling press conferences and opting for an independent test of its French fries to show
that they did not contain beef talon. This paid off as McDonalds sailed through the crisis
smoothly and the consultancy got the award for the "Best handled Crisis PR campaign"
from the Indian Public Relations Association. The consultancy also gets a lot of media
coverage for the brand.

C) Promotions: Using collectable toys, television adverts, promotional schemes in

schools and figures such as Ronald McDonald the company bombards their main target
group: children. Happy meal combine wholesome food with a toy; Ronald McDonald is a
special friend; play places(like in McDonalds, Priya Complex) provide safe and fun
recreation and the alliance with Walt Disney Company let the children's shout even more.

D) Market Research: McDonald's strategy for communication relies heavily on research

to fine tune its significance and effectiveness. An ear closer to the ground because that's
where the action is! An organization has to be on the look out for any slight signals in the
market that, suggest some kind of change. This is where the role of market research
comes in. it can help an organization identify underlying needs and make changes to
capitalize on them accordingly. This is precisely what McDonald's did. From being
classified by consumers as being 'bland' in 1997 to being sought after in 2000 for its

23
'unique' taste, McDonald's India has been the 'biggest experiment' for the worldwide
chain, what with the Indian outfit having to consistently launch products to tickle Indian
taste buds. Even though the Indian outfit stuck to its core taste that grew on consumers
from 'bland' to 'unique' in three years, with no change factored in by the fast-food chain,
McDonald's India's menu is about 75 per cent different from its global menu. All this can
be attributed to the menu development team set up my McDonald's to explore and exploit
the Indian taste buds.

Country Fast Food Soft Drink

Australia McDonald's Coca-Cola

China McDonald's Pepsi

Hong Kong McDonald's Coca-Cola

India Local chains Pepsi

McDonald's was the most popular fast food for children across the Asia Pacific region.
Children from 8 of the 14 countries claimed that McDonald's is their favorite fast food.
Coca-Cola was seen as the most popular soft drink preferred by children from 10 of the
14 countries. But taste is not the only thing that can draw people to McDonald's. There is
the snob appeal of foreign food, which confers status on middle-class Indians flush with
cash. And there is the irresistible attraction of junk food for children the world over, who
are drawn to the high-octane marketing pitch of the fabled Ronald McDonald character.

5. People

McDonald's relies upon a blend of US human resource practices and host country norms.
The firm has over a million employees, a figure that is estimated to double in the next few
years. The organization has a strong commitment to staffing locally and promoting from
within. McDonald's India employs around 1,500 people in Delhi and Bombay. In Bombay
alone, its team comprises a 100-member management and 800-strong crew. McDonalds

24
India invites applicants having a minimum qualification of higher secondary, very good
communication skills, ability to work in teams and a friendly nature. To survive in the
communal market McDonald's delivers Quality, Service, Cleanliness and Value (QSCV).
This chain is also well known because of its consistency in delivering a customer
experience that has value far beyond good food at a great price. But probably the most
attractive side of McDonald's' activity is the training that stands as background in every
single employee. McDonald's corporation started its fortune trailing people on how to be
kind, fast, precise and effective: it has been an absolute pioneer in this field.

7. Physical Evidence

A standard and differentiating aspect of McDonald’s menu is that it displays two different
menu boards in each restaurant -green for vegetarian products and purple for non-
vegetarian, making it easier for customers to see their options and make their choices.
Behind the counter, restaurant kitchens have separate, dedicated preparation areas for the
meat and non-meat products -and even crew assigned to the products' cooking have
different uniforms to distinguish their roles. The company struck a better chord with the
consumers when after the consumers felt that the counters at the outlets were "too high",
making the McDonald's staff "unapproachable" it immediately swung into action and
reduced the height of the counters. To reinforce its positioning as a family restaurant with
the prime focus on kids, it designed a counter specifically for kids keeping the height in
mind. Again, keeping kids in mind, McDonald's has done away with somber colors in
favor of rich, vibrant ones. Even the paintings that once tended to be abstract have been
replaced with things children could relate to. It has high stools to make the tables more
accessible for small kids. Although the medium through which it is broadcast may vary
depending upon the company, McDonald's offer the same message in every franchise
throughout the world. "McDonald's Mein Hai Kuch Baat" is an attempt to adopt a more
personal approach towards its customers, talking "to" them and not "at" them. This is yet
another example of adding to their image as a global brand.

25
8. Process:

A precise way of considering McDonald's' role of operations is through Porter's value

chain analysis. The Value chain breaks down the firm into its strategically relevant
activities, in order to understand the behavior of costs and the existing or potential
sources of differentiation. A firm gains competitive advantage by perfoffi1ing these
strategically important activities more cheaply or better than its rivals. For a company
which feeds some 38 millions clients every day, finding a reliable quality supplies is a
major factor for success. McDonald's has solved the problem by making food supplies
part of their success.

McDonald's distributors are strategically to be accessible to the each restaurant and carry
practically everything, from meat and potatoes to light bulbs. Coca-Cola, the well-known
beverage, has been with McDonald's from the beginning supplying beverages.
McDonald's is increasingly using its leverage to capitalize upon global purchasing
practices

The most important part of McDonalds India's operations was developing a cold chain
which is the process of procurement, warehousing, transportation and retailing of food
products under controlled temperatures. Although McDonalds sources most of it's raw
materials locally, several products such as French fries, specialty cheeses, some meats
and fishery products, flavors, condiments and ingredients are often imported.

McDonald's India is banking on quality and hygiene as its unique selling proposition to
capture a sizeable portion of the fast- food market in India. This explains the company's
attempts to select its chain of local food suppliers. For three years, before it opened its
first restaurant in India, McDonald's and its international supplier partners worked
together with local Indian companies to develop products that met McDonald's quality
standards. These standards are also in keeping with Indian Government regulations on
food, health and hygiene.

26
SEGMENTATION, TARGETING & POSITIONING

9. Segmentation

McDonald’s has decided on certain criteria to divide the market into relatively
homogenous clusters which it can target for commercial gain. These criteria are as
follows:

Based on stage in Family Life Cycle

 People buy different goods and services over a lifetime due to the different needs
associated with the distinct stages in life. Thus the consumption pattern is shaped by
the stage in the family life-cycle.

SEC based

 The education along with occupation is an accepted way to segment a new market.
McDonald’s also segmented the Indian consumers on such a basis. Only urban
segments were considered even within this criterion as the demand for a fast-food
restaurant was felt in the urban markets only.

Lifestyle

 Lifestyle of a customer dictates his/her spending habits, i.e. where he spends his
disposable income. This was relevant for McDonald’s as they wanted to integrate their
product-service hybrid offer with the customer’s lifestyle.

TARGETING:

SEC target- A look at the new products that have been launched by McDonald’s recently
shows that their focus is on the middle class. This is because they believe that is where
the profitability is going to come from. McDonald’s plan to continue to focus on this
category as of now.

Family Life Cycle target- McDonald’s target the following segments in this category:
27
Full nest I: People in this stage of family life cycle have their youngest child less than 6
years, their home purchasing is at peak, and they are interested in new and advertised
products. Children influence their buying decisions.

Full nest II: People in this segment have their youngest child 6 years or over, their
financial position is a little better than those in full nests I and they are less influenced by
advertised products. They are interested in special offers, as taken out by McDonald’s
from time to time and their decisions too are influenced by children.

POSITIONING

McDonald’s position them selves as a welcoming and affordable family restaurant

committed to values of quality, fun and excitement. It is also positioned as a restaurant
which makes the customer feel special and makes him smile. So it has a clear positioning
as a family restaurant to which the customer goes for a quick bite. Such customer
convenience is integrated into their seven Ps and through QSCV.

Customer Relationship Management:

McDonalds is probably one of the most famous examples of the philosophy and practice
of Customer Relationship Management. Each employee who has contact with a customer
must conduct himself or herself in a certain prescribed way. So, no matter where one buys
a McDonalds hamburger from, it will always be the same hamburger, for the same price,
served within the same time line, with the same smile. Always.

Through careful analysis, McDonalds knows exactly what expectations their client-to-be
have of them and how to fulfill them or, exceed those expectations. Infact, they are not
overly concerned with exceeding people's expectations: just meeting them, time after
time.

CRM is the business of managing people during the buying cycle. We define CRM as,
"The profitable integration of People, Processes and Technology." McDonald’s conducts
regular satisfaction surveys of the customer experience, manages high value information

28
in an organized customer database, makes it easy for the customers to buy from
McDonald’s, and constantly anticipates customer’s need and their expectations.

Suggested Marketing Strategies:

1) New Year and festival strategies through SMS (Cellular Phones) competitions. On
any order above Rs. 50 the customer gets a key against which he gets a question
on his mobile after giving his number. A right entry fetches the customer entry to
the daily lucky draw of bumper prizes.

2) McDonald’s could also have two auto connecting, customized, and dedicated
phone lines under all the potential business giving corporate offices which
automatically connect to the nearest McDonald’s.

3) Reintroduce the Chilly sauce as another differentiated yet standard (McDonald’s)

product.

4) Seeing that the choice and selection of the children by and large dominate buying
behavior of the family, therefore we suggest that McDonalds should try and
capture more of this section. From the past few years McDonald’s is doing the
same by introducing meal combos, toys, and special children day program, but as
we see at present fast food in all Asian countries except India is a synonym for
McDonalds, McDonald India has to do the same, make it presence felt, for long
time as giving a Scholarship program for students. A lasting impression in the
student community would help a long way in the Brand Recognition.

5) Combo Options with various movie halls like PVR, Priya etc.

6) Order placing compatibility on the internet for home delivery. Verification done
through a phone call from McDonald’s to the customer.

7) A toll free number for free home delivery. McDonalds currently is not into home
delivery and it could boost up its sales as well as penetrate the potential market
with a home delivery system. A CRM software probably needs to be developed

29
 for the same which functions in such a manner that a soon as a person dials the
1600-McDonald’s and places the order, the customer gets the delivery from the
nearest McDonald’s outlet. They market this scheme with special promotions and
by promising a particular time period within which the order will be delivered or it
will be free for the customer. The CRM software could function on the following
Heuristics:

 Call Pickup Standard: Max time of 5 seconds before the customer attended to with
standard greeting.

 Customer Identification for the customer database.

 Order Details along with order time and promised order delivery time range.
Verification with customer for the same imperative.

 Identification of nearest McDonald’s outlet.

 Check for traffic and cost of delivery vis-à-vis the identified outlet.

 Evaluate the optimal option and a go ahead with order processing.

On delivery conformation received against the order number and the outlet identification
number.

30
 RESEARCH OBJECTIVE

OBJECTIVE

 The Customer Satisfaction in fast-food service industry prevailing in

McDonalds:

To find out the Customer Satisfaction of McDonalds in the various areas and finding out
the deficiencies.

 Customer Satisfaction in fast-food service industry of other players vis-à-vis

McDonalds:

Comparing the service quality of McDonald along with that of Nirula’s’, Pizza Hut and
others.

 Area of improvement:

To find out the ways by which McDonald’s can improve upon its customer satisfaction in
fast-food service industry and bring more satisfaction to customers and thus add value to
its bottom-line.

31
 METHODOLOGY

The research process is carried out according to a designated series of steps, which are
required to be taken in a chronological order.

Fundamental to the success of any research project is sound research design. It is the
framework or plan for a study that guides the collection and analysis of data.

The research design used for this project is exploratory in nature. The major emphasis is
on the discovery of ideas. The exploratory study is also used to increase the analyst
familiarity with the problem under investigation.

Sample Design

Target population

Those who have regularly visited in the fast-food.

Sampling unit

Delhi market is treated as sampling unit.

Sample size: 100.

Data Collection

Primary Data

Primary data has been collected through surveyed to the consumer.

Secondary data

Secondary data has been collected from the company’s information brochure and internet.

32
 LIMITATION OF STUDY

Certain limitations are inherent with this project work.

 100% response rate was not found from the respondents. Some extent of biasness
was found because of Brand loyalty while answering the questions.

 Lack of interest of the respondent was one of the major problems.

 The Geographic extent of this study was limited to the Delhi and NCR market
only.

 The time duration of the project acted as another impediment and so the size of
the survey was limited to 100 respondents only.

33
 DATA INTERPRETATION ANALYSIS

Visit Frequency:

1. How frequently do you go to restaurants?

Table 1:

Attributes No. of Respondents

Holidays 31

Special occasion 44

Weekends 15

Everyday 10

Total number of Respondents 100

Interpretation: From the above Table it is found that number of respondent prefer to
going restaurant on Special Occasion. A holiday is also the second choice of respondent
to visit restaurants. And there is less number of respondents who want to visit restaurant
Everyday.

34
Graph:

Visit Frequency

10%

15%
31% Holidays
special occasion
weekends
Everyday

44%

Analysis: We can see from the graph that out of 100 respondent majorities near about
46% they use to visit in a restaurant only in special occasion.
32% responding her preferring visit in the holidays

35
Share of Fast Food restaurants:

2. Which restaurants do you go to?

Table 2:

Attributes No. of Respondents

McDonalds 38

Nirula’s 33

Pizza hut 18

Others 11

Total number of Respondents 100

Interpretation: From the above Table it is found that mostly large number of people
likes to go to Mc Donald’s. So Sharing in Fast- Food restaurant is high for Mc Donald’s.

36
Graph:

Share of Fast Food restaurants

11%

38%
18%
McDonalds
Nirulas
Pizza hut
Others

33%

Analysis: Inside Delhi 39% People still preferring Nirula’s whereas 33% prefer Mc
Donald’s 18% prefer Pizza Hut and rest of the 10% others like Agrawals, Dominoz, are
preferred by the people.

37
Driving factors:

3. What drives you to go to this restaurant?

Table 3:

Attributes No. of Respondents

Quality 59

Better service 27

Homely atmosphere 14

Total number of Respondents 100

Interpretation: The number of respondent is believed in quality of restaurant. Secondly

respondent also prefer better service of restaurant which drive to they to go to restaurant.

38
Graph:

Driving factors

14% quality

better service

27% 59% homely

atmosphere

Analysis: Majority of the respondent are visit to the fast-food due to good quality of food
and the percentage is near about 59% .and 27% of preferring better service in the fast-
food.

39
Order taking time by Mc Donald’s:

5. What is the time taken at the counter to book your order?

Table 4:

Order placing time

<2 mins 8

2-5 mins 22

5-7 mins 1

7-10 mins 1

Interpretation: This data show that large number order is booked in 2-5 mins Mc
Donald’s take time to book customer order very fast. So order processing time is very less
in Mc Donald’s.

40
Graph:

Order taking time by McDonald’s

25
22

20

15

10 8

5
1 1
0
<2 mins 2-5 mins 5-7 mins 7-10 mins

Analysis: In McDonalds the order placing time recommended by the is near about to 2-5
mins. Some of the people also said that it less then 2 mins. So from here we can say that
order procession time is very less in McDonalds.

41
Order Delivery time (McDonald’s):

6. How much time do they take to deliver your order?

Table 5:

Delivery time

<5 mins 19

5-10 mins 11

10-15 mins 1

>15 mins 1

Interpretation: From the above table it is very clear that Mc Donald’s order delivering
time is very fast to other restaurant. In 5 mins Mc Donald’s deliver number of order.

42
Graph:

Order Delivery time (McDonald's)

20 19
18
16
14
12 11
10
8
6
4
2 1 1
0
<5 mins 5-10 mins 10-15 mins >15 mins

Analysis: Order Delivery Time in McDonalds is <5 mins and few of them also said that it
takes 5-10 mins. It quite fast then other fast-food.

43
Hospitality at McDonald’s:

7. What is your view about the hospitality provided by this Restaurant?

Table 6:

HOSPITALITY

Average 2

Good 17

Very good 10

Excellent 3

Total number of Respondents 32

Interpretation: From the above table it is very clear that number of respondent is says
that hospitality of Mc Donald’s is good. Few of the respondents say Very Good.

44
Graph:

Hospitality at McDonalds

9% 6%

avg
good
31%
very good
excellent
54%

Analysis: In McDonalds the hospitality shown by the authority of McDonalds is good

54% said that 9 % of the respondent said that the hospitality the McDonald’s is excellent
31% is said that the hospitality is very good.

45
Combination of factors:

8. Which are the combination of the factors do you thing very vital while you select a
particular fast foods

Table 7:

Comb. Of factors

Service + price + location 49

Service + price + promotion +location 38

Price + location +promotion 13

Total number of Respondents 100

Interpretation: From the above combination factors in which Service + Price + Location
is widely accepted by number of respondents. Second respondents also prefer the
combination factor of Service + Price + Promotion + Location.

46
Graph:

Combination of factors

ser+pri+location
ser+pri+promo+loc
pri+loca+promo

13%

49%

38%

Analysis: Out of the 96 responded 50% of the people said that they use to prefer service
price and location is the combination of factor which is very vital well selecting
restaurant. 39% also said that service price promotional scheme and location the factor
which is very essential.

47
Reasons for preferring Mc Donald's:

9. Why do you prefer McDonald's?

Table 8:

Preference

Service differ 4

Product 7

Price 17

Promo 4

Total number of Respondents 32

Interpretation: From the above table it is very clear that number of respondent
preferring Mc Donald’s because of Price. Some respondent also preferring Mc Donald’s
because of Product differentiation.

48
Graph:

Reasons for prefering Mc Donald's

promo 4

price 17

product 7

ser differ 4

0 5 10 15 20

Analysis: Out of 32 respondent 17 said they use to prefer McDonalds because of the
price differentiation and 7 said that due to the product differentiation they use to come to
McDonalds.

49
10. Have you visited any other restaurant except McDonald's?
Table: 9

Regularly 8

Frequently 48

Occasionally 30

Rarely 14

Total number of Respondents 100

Interpretation: From the above table it is very clear that 48 number of respondents
visiting other restaurant frequently. Table also reflects that 30 respondents visit other
restaurant occasionally.

50
Graph:

15%

Frequently
Occasionally
Rarely
52%

33%

Analysis: 52% frequently visit to the other restaurant were as 33% occasionally visit the
other restaurant. 15% rarely visit to the other restaurant.

51
Ambience Score (Cumulative):

11. How do you evaluate at the various aspects McDonald's, Nirula’s and Pizza Hut?

Table 10:

Ambience Score(Cumulative)

McDonalds 342

Nirula’s 275

Pizza Hut 387

Others 212

Interpretation: From above data score it is clear that Pizza Hut gets maximum points is
Ambience Score in comparison to other restaurants. Mc Donald’s gets second place in
Ambience Score.

52
Graph:

Ambience Score for the fast food restaurants.

17% McDonalds
Nirulas'
33% Pizza Hut
Others

28%

22%

Analysis: Out of 100 respondent From Ambience Point of view Majority 33% said Pizza
Hut has better then others the others Fast-food Ambience Score are respectively 22%
Nirula’s , 28% McDonald’s.

53
Cleanliness Score (Cumulative):

Table 11:

Cleanliness Score (Cumulative)

McDonalds 389

Nirula’s 335

Pizza Hut 380

Others 267

Interpretation: From above table it is clear that in Cleanliness Score Mc Donald’s get
high score. Pizza Hut is on Second position. So from above data it is found that Mc
Donald’s restaurant has given more attention on Cleanliness than other restaurants.

54
Graph:

Cleanliness

19%
29%
McDonalds
Nirulas'
Pizza Hut
Others
28%
24%

Analysis: Out of 100 respondent From Cleanliness Point of view Majority 28% said
Pizza Hut and McDonalds has better then others Fast-food Cleanliness Score are
respectively 25% Nirula’s , 19% Others.

55
Employee Behavior Score (Cumulative):

Table 12:

Employee Behavior Score (Cumulative)

McDonalds 396

Nirula’s 324

Pizza Hut 373

Others 225

Interpretation: In Employee Behavior Score Mc Donald’s gets high score because the
employee behavior towards customer in Mc Donald’s is very good. Pizza Hut gets second
position.

56
Graph:

EmployeeBehaviour

19%
29% McDonalds
Nirulas'
Pizza Hut
Others
28%
24%

Analysis: From the employer Behavior Point of View 29% people said that McDonalds is
better then the others. 28% said Pizza Hut is a better.

57
Space Management Score (Cumulative):

Table13:

Space Management Score (Cumulative)

McDonalds 354

Nirula’s 386

Pizza Hut 341

Others 237

Interpretation: In Space Management Score Nirula’s gets high points and Mc Donald’s
gets second position in Space Management Score. So from the above table it is found that
space management of Nirula’s is very good in comparison to Mc Donald’s.

58
Graph:

Space Management

18%
27%
McDonalds
Nirulas'
Pizza Hut
Others
26%

29%

Analysis: from this graph suggested that in space management Nirula is getting 29% is
better then McDonalds, 27%.

59
Menu Composition Score (Cumulative):

Table 14:

Menu Composition Score (Cumulative)

McDonalds 347

Nirula’s 373

Pizza Hut 317

Others 390

Interpretation: In Menu Composition Score Nirula’s have wider varieties of menu in

comparison to Mc Donald’s. So Choice of Menu is greater for the Nirula’s customer.

60
Graph:

Menu Composition

28% 24%
McDonalds
Nirulas'
Pizza Hut
Others

22% 26%

Findings: from the menu composition wise the other restaurant like Aggarwals and the
local restaurants is having more flexibility then the other fast-food giants like the
McDonalds Nirula’s and Pizza Hut.

61
 CONCLUSION
McDonald takes the share on this attribute by providing the customer with fast and
friendly services.

At McDonald you get your order usually within 60-90 seconds from the time it is placed.
Providing the customer fast and friendly services is the philosophy of McDonald. This is
the big advantage McDonald having over the other restaurant.

The customer satisfaction levels in better that the other competitor McDonald is having. If
we compare the space management Nirula’s is having batter than McDonald and Pizza
Huts Nirula.

The advantage McDonald having over the other restaurant is I) Ambiance ii) employ
behavior iii) cleanness

There is the factor the today customer is looking for. It is give an edge to McDonald over
Nirula and Pizza Hut.

After the detailed findings and analysis of various responses the I would like to put some
points.

1. McDonald and Pizza Hut should increase the space available inside there fast-food.

2. McDonald and Nirula now introduce the free home delivery like pizza hut is
providing to there customer.

3. McDonald should also restructure there menu composition.

4. For the personnel parties McDonald should have also introduced some new ideas to
satisfy the customers.

62
 BIBLIOGRAPHY

• Kotler Philip, Marketing Management, Tenth Edition, New Delhi, Prentice- Hall of

India Private Ltd.

• Saxena Rajan, Marketing Management, New Delhi, Tata McGraw, Hill.

• Agarwal Sangeeta, Marketing Research, Third Reprint, Delhi, Global Business

Press.

• Christopher lovelock Marketing of Services 2nd Edition.

• Zeithmal Marketing of Services.

• Market Research by D.D. Sharma.

• Consumer Behaviour by Sechiffman, Leon G.

• Marketing Creative value for Customers , Churachil Gilberta.

63
 Search Engine and Web Sites

 www.altavist.com

 www.google.com

 www.infind.com

 www.mcdonaldsindia.com

64
 CUSTOMER QUESTIONNAIRE

1. How frequently do you go to restaurants?

 Only on holidays  On special occasions

 Weekends  Everyday

2. Which restaurants do you go to?

 Mc’Donalds  Pizza Hut
 Nirula’s’  Others (specify) ---------------------

3. What drives you to go to this restaurant?

 The quality of food  Better service

 Homely atmosphere

4. Are you satisfied with the present service provided by the Restaurant?
Yes  No

5. What is the time taken at the counter by you to book your order?

 Within 2 minutes  2 - 5 minutes

 5 - 7 minutes  7 - 10 minutes

6. How much time do they take to deliver your order?

 Within 5 minutes  5 - 10 minutes

 10 - 15 minutes  More than 15 mins.

7. What is your view about the hospitality provided by this Restaurant?

 Average  Good
 Very Good  Excellent

8. Which are the combination of the factors do you thing very vital while you select a
particular fast foods.
 Service price and location
 Service, Price, Promotional Scheme, Location
 Price, Location, Promotional Scheme

9. Why do you prefer McDonald's?

 Service differentiation  Price differentiation

65
  Product differentiation  Promotional Scheme

10. Have you visited any other restaurant except McDonald's?

 Regularity  Frequently
 Occasionally  Rarely

11. How do you evaluate at the various aspects McDonald's, Nirula’s and Pizza Hut?
Scale 1-5 (1 is the minimum, 5 is the maximum)

McDonald’s Nirula’s Pizza Huts

Ambience

Cleanliness

Behavior of employees

Space management

Menu composition

Q.12. What do you have to say for happy hours concepts in McDonalds?
 Excellent  Good idea
 Does not matter  Poor

66