Gap Analysis and Customer

Experience Improvement
Strategies for McDonald's

Student Name: Mona Gamal Abdel Nasser Adly Muhamed

Student ID: L4097378
Program qualification: BA(HONS) Hospitality Management
Module code: (GHMG4003)
Module title: Managing customer experience
Component number: 2
Table of content
• Introduction to the organization

• Complaint Current situation

• Reasons for complaint

• Desire outcome

• Gap Model of Service Quality

• Identifying Gaps in the McDonald's Customer Experience

• Leveraging Digital Technology for Innovation

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Introduction to the organization
McDonald's, a global fast-food giant, strives to deliver a consistent and convenient customer
experience. Their focus lies in speed, affordability, and menu familiarity. However, the
hospitality aspect can vary. While some locations prioritize friendly service and cleanliness,
others may fall short. There's a potential disconnect between customer expectations and the
delivered experience. This analysis explores this gap and suggests strategies to improve
customer experience through better training, communication, and innovative use of digital
technology, ultimately aiming to bridge the gap between what McDonald's promises and what
customers truly receive.
Complaint Current situation
McDonald's, despite its reputation for convenience and affordability, falls short for many
customers due to inconsistency. While speed is a priority, it often comes at the cost of
inaccurate orders or a forgetful staff. When I visited McDonald's last night, I was excited for a
quick and easy dinner. However, my experience was far from ideal. The kiosk I tried to order
from wouldn't recognize my payment method, so I had to wait in line to order at the counter.
When I finally got my food, my fries were cold and stale, and my burger was missing the bacon
I'd specifically paid extra for. The dining area wasn't much better – tables were dirty, and the
trash cans were overflowing. By the time I finished my meal, feeling frustrated and disappointed,
the whole experience had taken much longer than I anticipated.
Reasons for complaint
While McDonald's aims for a consistent and positive customer experience, there are ongoing
complaints that highlight areas for improvement.
Inconsistent Service: While some
locations provide friendly and efficient
service, others lack warmth and may
prioritize speed over accuracy.
Wait Times: Long wait times,
especially during peak hours, can lead
to frustration for customers.
Limited Customization: While
McDonald's offers some customization
options, the ability to personalize meals
can be restricted compared to
competitors.
Order Accuracy: Last time I visited at Food Quality:
McDonald's, my burger was missing the Inconsistent portion
bacon I paid extra for! It's frustrating to sizes, with received
have to check your order constantly. items looking smaller
than advertised.
Cleanliness: I just wanted a quick bite,
but the tables at McDonald's were
Technology
covered in crumbs and the trash cans
Integration Issues:
were overflowing. It kind of ruins the
The McDonald's app
whole experience.
froze right when I was
Unrealistic Expectations: Those fries about to pay for my
in the ad always look overflowing, but order. Having to restart
mine were barely half full. It feels like the whole process
you're not getting what you pay for. wasted time.
Desire outcome
The desired outcome for McDonald's is to create a consistently positive customer experience
that builds brand loyalty. This can be achieved by addressing the issues outlined in the
complaint section and aiming for the following results:

Improved Service:

• Faster and more accurate order fulfillment.

• Friendly and welcoming staff interactions.

• Clean and well-maintained dining areas.

Enhanced Customization:

• Greater flexibility in menu options to personalize meals.

• Catering to dietary restrictions with vegetarian, vegan, and gluten-free alternatives.

Desire outcome
Seamless Technology Integration:

• A user-friendly mobile app with reliable features for ordering, payment, and rewards.

• Fully functioning digital kiosks for convenient and efficient self-service.

Realistic Expectations:

• Menu visuals that accurately represent the food.

• Transparent communication about wait times, especially during peak hours.

Gap Model of Service Quality
Identifying Gaps in the McDonald's Customer Experience

So why is McDonald's sometimes frustrating? It seems like there's a gap between what they're
trying to do and what actually happens. Here's how it feels from a customer's point of view:

Knowledge Gap: This gap exists when there's a difference between what management THINKS
customers want and what customers ACTUALLY desire.

Example: I visited McDonald's for a quick meal, but they seemed more focused on getting
people through the line fast than letting me customize my order. A little flexibility would go a
long way.
Identifying Gaps in the McDonald's Customer Experience

2. Delivery Gap: This gap happens when the service standards DESIGNED by management
don't translate into the service DELIVERED by employees.

Example: I've noticed that even when there are clear rules about getting my order right or
keeping the place clean, it doesn't always happen. Waiting forever for food, getting the wrong
order, or eating in a dirty area can be a real drag.

3. Policy Gap: This gap occurs when there's a difference between the established service
standards and the actual SERVICE DELIVERY.

Example: Long lines, broken machines, or a messy dining room aren't exactly what I picture
when McDonald's talks about being fast and clean. I just want what they advertise!
Identifying Gaps in the McDonald's Customer Experience

4. Communication Gap: This gap exists when what's promised through ADVERTISING and
PROMOTIONAL MATERIALS doesn't match the ACTUAL EXPERIENCE.

Example: The food I get often looks a bit different, sometimes smaller or less appetizing. It
would be nice if the pictures were more realistic.

5. Customer Satisfaction Gap: This gap arises when there's a difference between what
customers PERCEIVE they received and their ACTUAL EXPECTATIONS.

Example: Maybe I expect my food to be ready in seconds, or that I can completely customize
my meal at a fast-food joint. That's probably unrealistic, but McDonald's could definitely do
more to close the gap between what I think I'll get and what I actually experience.
Strategies to Improve Customer Experience

 Gap 1: It seems like McDonald's should be asking me directly what I want. Surveys and focus
groups would be a great way to hear from customers like me. Then, they could change things up
based on what we're all saying.
 Gap 2: If McDonald's invested in training their staff on how to treat customers well and really
know the menu, it would make a huge difference. Friendly service and people who know what
they're doing would be fantastic!
 Gap 3: McDonald's should definitely up their quality control game. Having someone double-check
orders and keeping the equipment in good shape would mean fewer mistakes and happier
customers. Also, maybe dedicate someone to keeping things clean throughout the day.
 Gap 4: Across the board, from the menu boards to the app, everything should clearly show what
I'm actually ordering. No more misleading pictures of giant burgers!
 Gap 5: If I know how long I'll likely wait for my food, it won't feel like forever. Same goes for
keeping the dining area clean and inviting. Just set realistic expectations and make sure the
restaurant lives up to them.
Leveraging Digital Technology for Innovation

McDonald's can leverage digital technology to create a more personalized and

convenient customer experience. Here are some ideas:

Mobile App Enhancements:

A McDonald's app that lets me order, pay, and score points towards free fries?
Sign me up! Plus, being able to track my order and see how long the wait is would
be awesome. No more hangry guessing games!

Digital Kiosks:

Those fancy touch-screen kiosks are a lifesaver when I can't decide what to get.
Imagine if I could use the app to order on the kiosk and pay in a flash? Even
better, what if the kiosk could suggest things I might like based on my past orders?
Now that's what I call personalized service!
Leveraging Digital Technology for Innovation

McDonald's can Digital Signage:

Digital menus are cool, but what if they changed based on the time of day
or what I usually order? Maybe even show how many calories are in my
meal. Plus, they could advertise specials or new menu items that I'd
actually be interested in.

Delivery Partnerships:

Partner with delivery services like Uber Eats or DoorDash to cater to

customers who prefer a convenient home delivery option.

AI-Powered Ordering:

Explore voice-activated ordering systems for a hands-free experience.

References

1. Verhoef, P. C., Lemon, K. N., Aditya, R. L., Boone, J., & Carroll, J. M. (2009). Customer
experience management: Grounding the concept in theory. Journal of Marketing, 73(1), 138-
161.

2. Grönroos, C. (2011). A service perspective on business innovation. Service Industry Journal,

31(1-2), 21-43.

3. Van Raaij, W. F., & Inman, J. J. (2000). The communication gap in service quality
management. Journal of Retailing, 76(3), 357-387.

4. Oliver, R. L. (1997). Satisfaction: A behavioral perspective on the consumer experience.

McGraw-Hill Education. (Chapter 2: The Nature of Consumer Satisfaction