GAP Model on McDonald’s

Presented By:

Anand K. Gaikwad.
Guru Naidu Potala.
Vinay Lalchari.
Priyanka B.
Sarath G. K.
Objective & Methodology Used.

Objective: To do a GAP analysis of McDonald’s.

Methodology: We took the responses from 20

customer and also personally visited the
restaurant and took the “Restaurant Tour” and
tried to understand the mantra for their quality
control and fast service abilities.
 GAP 1: Not Knowing What Customers Expect.
Reasons:
Fast Service.
• Inadequate Market
Hygiene Food.
Research.
Fun Place for Kids.
• Lack of Upward
Parking.
Communication.
Cleanliness of the
• Insufficient
Relationship Focus. Store.
Empathy.
• Inadequate Service
Drive Through.
Recovery.
Location.
 Important Attributes
Most Important Very important Important Less important Unimportant
9 9 9 9
8 8 8

6
5 5 5 5 5 5
4 4 4
3 3 3 3 3
2 2 2 2 2 2
1 1 1 1 1
0 0

Affordble Price Cleanliness of Store Quality Food Fast Service Parking Facility Fun Place For Kids Hygiene Food

Politeness
Willingness to Help and Solve Query.
Frequency Percentage
Frequency Percentage 50
45 45

20 25

10
9 10
4 9 5
5
0
2 0
1 0
e 0
re e 0
g re l e 0
A g ra ee re e
gl
y tA ut gr e Ag re l
n ha Ne a re ly
g tra ee
ro ew is sa
g tA u
gr e
St d ng ha Ne re
m at Di t ro ew isa
sa
g
So h y S td
ew gl m
ha Di
m ro
n So ly
So St ew ng
m ro
So St
 Dislike in McDonald's
Frequency Percentage
35

25
25

15
7
5
5
3
Location
Long Q
No Home delivery
Self Service

Closing GAP 1:

Increase the number of franchises in cities (at least in

Metros.)
Introduce the drive through outlets at meaningful
locations and in more meaningful way.
 GAP 2: Service Design and Standards.
Reasons:
Time to Get Ordered
Poor Food.(Vague Service
Service Design.
Design)
Absence of customer
Quality of Food.
Driven Standards. (Service Quality Goals)
Inappropriate Physical Tangible Evidences.
Evidences and Price.
Servicescape. Time to Place Order.
Mismatch in Order.
 Time to Place Order < 3 Mins.
Time for Delivery < 2 Mins.
Frequency Percentage
40 45 Frequency Percentage
50
35

10
8 9 5 10
7 10
2 0 5
1 2
0 0 1
e e
re e re e
g re l g re l
A
Ag tra ee A g ra ee
gl
y
at
u gr ee ly tA ut gr e
n h Ne isa gr ng ha Ne si a g re
ro ew sa ro sa
St m td Di t ew td Di
So ha y S m ha ly
ew n gl So ew ng
m ro m ro
Mismatch in Order So St So St
65
Frequency Percentage
Dislike in McDonald's
Frequency Percentage
35
15
15
13 25
5 25
3 0
3
1
0 15
7
5
5

Closing GAP 2: Location

Long Q
3

No Home delivery
Increase the number of cash counters in peak hours. Self Service

Have more established and proper system to avoid

delivery mismatch.
GAP 3: Delivering Service Design to
Standards.
Reasons:
StaffBehavior.
HR Policies. Role Conflicts.
Service Training.
Intermediaries. Channel Conflicts.
Fail to Match Supply Quality Control.
and Demand. Supply=Demand
Recruitment.
Salary.
 Good Quality
Frequency Percentage

50

25

20

10 5
5

1 0
4
Strongly Agree
Somewhat Agree 0
Neutral
Somewhat disagree
Strongly Disagree

Closing GAP 3:
Increase the salary of employees.
Have a better recruitment policy for crew
members.
GAP 4: Not Matching Performance to
Promise.
Promotions and
Reasons:
Advertisements.
Lack of Integrated
“Aap ke Jamane Main Baap
Service Marketing ke Jamane ke Daam…..!!!”
Communication. “Happy Meal”
Overpromising. “Kite Meal”
Communication “Shrek Meal”
Same Policies and
between Sales and
Procedure
Operations. Menu.
Operating Hours.
 Time to open
Frequency 50Percentage

2520
5 4 10 5
1 00

No Overpromising through Advertising Promtion

Frequency Percentage
Frequency Percentage
55 65

15 20
11 35
3 4 1 5 1 5

e e l ee e 13
g re g re u tra gr g re
a sa
ly
A tA Ne is i 7
ng ha t d
y
D
ro ew wha gl
St m e n Yes
So m ro
So St No

Closing GAP 4:
Can open store for the breakfast.
Can have more customized menu through Happy
Meal.
Customer GAP:
95 % customer did
100

90 not had any bad

80
experience in
70

60
McDonald’s.
50 1 customer had a bad
No
40 Yes
experience and that
30

20
was mismatch in
10 order.
0
Frequency
Percentage

Bad Experience
Thank You….!!!

Q&A