Oct 24, 2007 08:22 PM
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(Updated Oct 24, 2007 08:24 PM)
McDonald's… I remember my days in college when the mere mention of the name would have us wondering whether we would ever be lucky enough to sample its wares, whether we could just have the pleasure of sampling one of its offerings! What a pull the name had, and still does, being an iconic brand surpassing most brands during its time anywhere in the world. McDonald's- a brand like no other anywhere in the world. McDonald's, a brand that stood, and still does, stand alongside the likes of Coca Cola, Nike, Marlborough lights, Microsoft… Big Mac, the cult brand from America!
It has now been some time that this cult brand has opened in India. What is the reality in terms of its offerings? What are the features and benefits of the products? Well, Big Mac has broached new ground in India with some of its revolutionary offerings and strategies which have enabled it to succeed where the likes of Kentucky Fried Chicken and Kellogg's’ failed. They adjusted their strategies and tactics according to the market, rather than try to change the market. It is indisputable that these maneuvres have revolutionized the fast food concept in India, and expanded the market:
The adjusting of the product range to Indian sensibilities which was achieved by the culling of its beef range, and introduction of vegetarian offerings like McVeggie, McAloo Tikki, Veg McCurry Pan, Chicken McGrill was a masterstroke as was the pricing: starting from as low as Rs. 20/-. Equally classic was the move of introducing combos and frozen desserts. You can have a quick snack for as low as Rs. 50 or less at this place
The speed of service was also a first, and is still the hallmark of the place. You walk in, place your order, collect it within minutes and start off!
The customer billing and ordering interface that it has is also very different, and drives the place well
The way they have the same taste is really tremendous. It is, in fact, the raison de etre of the chain. They have standardized just about everything about the place- right from the interiors to the raw material used, all of which have to meet exacting quality standards. The cooking process is also standardized, which is how you find the same taste everywhere
But all of the above together could not have ensured its success. This was ensured by its launch plan which was a masterpiece of tactical execution. The location of the outlets and the choice of towns and outlets was fabulous. This, along with the above was what, in my opinion ensured the success of the McDonald's phenomenon
The pricing and quality control was achieved by backward integration and by the bypassing of intermediaries- and the best of all, this was done without too many controversies
But all is not gold in the land of the Big Mac. There are some lacunae which impede the overall experience at its restaurants:
The limitations of its cuisine: As you get accustomed to eating there, the newness fades away, and leaves you yearning for more. The offerings are bland and one-dimensional. The limitations of the Burgers & Fries culture of eating makes one yearn for Pizzas, Sandwiches, Coffee, Tea, Juices etc- to say nothing of Chats and other Indian delicacies. Most other chains & restaurants offer a combination of some of these in addition to Burgers. Pizza chains are at least filling in the tummy, while also offering a variety that includes bland offerings to spicy indianised versions to desserts to juices and hot beverages. At McDonald's, its' only Burgers / McPuffs / Aerated drinks!
The interiors: The uniformity at each outlet makes the experience almost humdrum- sort of you've seen one, you've seen'em all! Secondly, the low lighting, the uncomfortable seating are all not suited for a comfy meal experience, which other chains have mastered of late.
McDonald's is suited to a fast paced lifestyle, wherein you can grab a quick bite in 10 minutes flat and move on. This is the trend in the states. whereas in India such styles are only in fashion in a few metros. By and large, most of the nation is still not attuned to that pace, and will likely take a long time to get there. Yes, McDonald's is still a good place to have a quick bite, but if you want something filling and varied in taste, go somewhere else. Once the newness rubs off, it comes across as just another restaurant with an extremely limited range of offerings- and all of them in the bland and non-spicy category. I have tried even the most spicy of them in a variety of cities ranging from several in Mumbai, Delhi to cities like Indore- and even that was just bland.
