PRESENTATION ON

RESTAURANTS
PRESENTED BY: PREETI
RIMPAL
GURMEEN
ANSHITA
KHUSHBOO

WELCOME TO
THE WORLD OF McDonalds

One world, One Burger- McDonalds

CDonalds Introduction
McDonalds is the global fast food

giant.
Founded in 15 may 1940 in
CALIFORNIA .
FOUNDERS RICHARD AND MAURICE
MACDONALDS.
Headquarters-oak brook ,illiona us.
Forty eight years down the line,
they are the worlds largest foodservice chain with more than 31,000
restaurants in 119 countries,
serving 47 million customers every
day and employing more than 1.5
million people.

BUSINESS
MODEL
McDonald's
corporation earns revenue as an
investors in properties, as franchiser and as an
operator of restaurants.
15 % of Mc Donalds restaurants are owned and
operated by Mc Donalds corporation directly.
The others are operated through variety of
franchisee agreement and joint ventures.
In addition to ordinary franchisee fees and
marketing fees, Mc Donalds also collect rent on
the basis of sales.

McDonalds in India

developed a range
of 100% pure Veg
food, along with
Non-Veg range.
Competitors was

more.
McDonalds efforts

were aimed purely

at driving traffic
in.

McDonalds

introduced home
delivery system in
stipulated areas.

Also introduced

samples with the

core products.

Objectives of
Key objectives of McDs
Promotion
promotion strategy were to,
Get them in. Trade them up.
Strategy
Get them back .
Get Them In : To make

consumers step into

McDonalds restaurant.

Trade Them Up : To shift the

consumers to McDonalds
core products like Burger
with cheese, McChicken
Burger, Fillet-o-Fish, etc.,
Get Them Back : To increase

the frequency of visit by

making the McDs brand
experience.

PRODUCTS

PRODUCTS
Mc Donalds sells Hamburgers, Chicken

sandwiches, French fries, Soft drinks, Breakfast

items and Deserts.
Mc Donalds also offers salad and vegetarian items,
wraps and other localized fare.

Target Segment and

Positioning

McDonalds was positioned as a

family restaurant.
Extra care has been taken to make
the restaurant children-friendly.
McDonalds targeted both Sec
children & adults, because no
other company targeted kids quit
persistently.

McDonalds strategy is

obviously to make the eatingout function the focus of these

outings.
Focused on Price Penetration.
In 1998 McDonalds had
achieved sufficient level of
success, on their offerings &
then educated customers
about their core strengths.
Their main focus is on Service,
hygiene, products etc.,

TYPES OF RESTAURANTS
Mc Drive are the type of which provide drive

through services and offer no counter service or

seating.
Special theme restaurants also exists, such as
the Solid Gold Mcdonalds, a 1950s rock-n-roll
themed restaurant.
Mcdonalds introduced Mc Cafe a caf style
accompaniment to Mcdonalds restaurants in
the style of Starbucks.
Mc Express are the type of restaurants which
are located in shopping malls.

SUB
BRANDS
The company also operates other

restaurant brands , Piles Caf.

The company owned a majority
stake in Chipotle Mexican grill
until October 2006.
Until December 2003, it also own
Donatos pizza.
On august 2007, McDonalds
Boston Market to Sun Partners.

ADVERTISING
The company makes significant

use of Bill board and Signage,

Sponsors, Sporting events
ranging from little league to
olympic games.
It makes coolers and orange
drinks with their Logo available
for local events for all kinds.
Television has always played a
central role in the companys
advertising strategy.

Focus more on electronic

media
Their ads talk about emotions,

family ties and fun and all these

have high legal appeal .
They dont use print media.

ACHIEVEMENTS
Among all the competitors McDonalds

is the leading brand.

During its initial footsteps it starts
from California and now it is expanded
to 31000 countries worldwide.
Don Gorske, a McDonalds enthusiast,
has consumed over 20000 big
Mchamburgers .
He appeared on Supersize me, is
listed in Guiness Book of World
Records, and has a movie called Mc
Daddy.

CONTROVERSI
ES
In 1990, a small group of activists
criticized its environmental health and
labour record.
In 1999, French anti globalisation activist
Jose Bove vandalized a half built
McDonald to protest against the
introduction of the fast food in the region.
In 2002, vegetarian group largely Hindu
and Buddhist successfully sued
McDonalds for misrepresenting their
French fries as vegetarian when they
contain beef broth.

LEGAL
CASES
Mc Donalds has been involved in a number of
law suits as:
McDonalds sued a Scottish Caf owner called
McDonald, for the use of their trademark.
In the Mc Libel case, Mc Donalds sued two
activists for distributing pamphlets attacking in
environmental labor an d health records.
In Perth, west Australia, Mc Donalds plarded
guilty to five charges relating to the employment
of children under 15 in one of it outlets and was
find AU$8000.

VARIOUS OTHER
FACTS SHOWING
Fast food nation, book by Eric Schlosser.
OFfilm by
POPULARITY
Supersize me, a documentary
Morgan Spurlock.
MCDONALDS
McDonald's video games are also
launched in the market.
Some other documentary films on Mc
Donalds are Maxime, Mc duff and Mc
do.

 KFC is based in Louisville, Kentucky, and is the worlds

most popular chicken restaurant chain.

Founded by Colonel Harland Sanders in 1952.
More than 11,000 outlets
85 countries and territories around the world.
8 million customers each day.
Yum! Brands is run by David Novak,

Chairman & CEO

KFC Division is run by Cheryl Bachelder,

President and Chief Concept Officer

In Past 5 Years:
Debt Ratio has dropped 25%
Net Income after Taxes has increased 31%
Profit Margin has increased 41%

PIZZA HUT
INTRODUCTION

FOUNDERS-DAN & FRANK CAMEY

FOUNDED-1958 IN WICHITA, KANSAS,USA
BASED IN-ADDISON,TEXAS,USA
34000 OUTLETS IN 100 COUNTRIES
EMPLOYING MORE THAN 300000 PEOPLE
PARENT-YUM! BRANDS (1997-PRESENT)

PRODUCTS
THE SICILIAN PAN PIZZA
THE HAND TOSSED TRADITIONAL PIZZA
BUFFALO WINGS
THE EDGE PIZZA
TWISTED CRUST PIZZA

PLACE
MORE ACCESSIBLE TO THE CUSTOMERS
CAFETERIAS
SPORTS AREAS
MAJOR AIRPORTS
SCHOOLS
SHOPING MALLS
OFFICES

PROMOTIONS
PROVIDES SPECIAL OFFERS
SEASONS PROMOTION
INTRODUCE NEW PRODUCTS

PRICE
LOW PRICE FOR MEAL
COMBO PACKS
PROVIDE SPECIAL OFFERS

STARBUCKS IN
1980s
.
HOWARD SCHULTZ
CAME INTO STARBUCKS
IN 1982 AND RE-NAMED
FROM STARBUCKS
COFFEE TEA AND
SPICES TO
STARBUCKS.
RE-IMAGE FROM ONLY
SELLING COFFEE BEANS
TO BE A COFFEE HOUSE.

13168

RETAIL

90s TILL NOW

OUTLETS

WORLDWIDE .
STARBUCKS HAS BEEN EXPANDING
ITS BUSINESS INTO FOOD ICE
CREAM,TEA
MUSIC, CREDIT CARDS AND FILM.

CANADA
LATIN AMERICA
EUROPE, MIDDLE EAST AND AFRICA.
ASIA- PACIFIC.

STARBUCKS EXPERIENCE.

$$$$

MOST OF STARBUCKS CONSUMER ARE NOT

PRICE SENSITIVE.
IN 2004 STARBUCKS RAISED PRICE MORE
THAN 3% IN EVERY PRODUCT.
STARBUCKS STOCK PRICE HAS BEEN
INCREASING SINCE 1992.

COMFORTABLE SETTING TO CREATE

POSITIVE
AND
UPLIFTING
EXPERIENCE.
INVITING STORE AMBIENCE.
UNIQUE WARMTH THAT SETS APART
FROM WORK AND HOME.
CUSTOMISED BEVERAGE ORDER.
EMOTIONAL CONNECTION BETWEEN
BARISTA AND CUSTOMERS.

BYE BYE SEE U AT McDonaldS

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