McDonald’

I’m Lovin’ It
 Contents Outline

01 02 03
Overview on the Zooming into
Project Background outings’ scene restaurants

04 05 06
Attitude towards Market landscape & Restaurant concepts’
restaurants Deep drive evaluation
 01
Project
Background
 History
Background
McDonald’s, founded over 60 years ago, opened its
first restaurant in Egypt in 1994.
Currently, there are more than 100 McDonald’s
stores throughout the country, serving over 80,000
customers daily.
Objective
Understand consumer attitudes and behaviors related
to McDonald’s in Egypt.
Founding and Early Days
McDonald’s, a global fast-food giant, was founded
over 60 years ago. In 1994, it made its grand
entrance into Egypt by opening its first restaurant in
Cairo.
The arrival of McDonald’s was met with great fanfare
and excitement from the public, marking the
beginning of a new era for fast food in Egypt.
Current Presence

Today, over 80,000 customers are served under the iconic Golden Arches at more than 100 McDonald’s stores
throughout the country.
These restaurants have become part of the daily lives of Egyptians, offering familiar favorites and a taste of
international cuisine.

Local Commitment

McDonald’s Egypt is a 100% Egyptian company with a 100% Egyptian workforce. It is owned by Yassin Mansour.

Over 90% of McDonald’s products come directly from Egyptian suppliers, who adhere to strict quality and food
safety standards.
The company employs more than 5,000 individuals and indirectly supports over 11,000 families.
 Region Cairo

User ship
Non-users Users
Profile

Life stage Childhood Adolescence Adulthood Childhood Adolescence Adulthood

Age group 0 - 12 13 - 20 21 - 35 0 - 12 13 - 20 21 - 35

Gender M F F M F M

Number of Stores: McDonald’s operates more than 120 stores throughout Egypt, serving over 90,000 customers under the
iconic Golden Arches.

Ownership and Workforce: McDonald’s Egypt is a 100% Egyptian company with a 100% Egyptian workforce. It is
owned by Yassin Mansour.

Employment: McDonald’s employs over 6,000 individuals directly and indirectly .

Investments: The company has made significant investments, with a total of more than EGP 1 billion.
 TARGET

55%
MEN

70%
13-20 y/o
 COMPETITORS ANALYSIS

TOTAL SALES PER

5M 3.5M 450K
MONTH

INSTAGRAM
45K 125K 140K
FOLLOWERS

VARIETY High High Low

BRANDING Yes Yes Yes

 02
Overview
McDonald’s was founded more than 60 years ago. And in 1994, McDonald’s opened its first restaurant in Egypt. Today, over
80,000 customers are served under the Golden Arches at more than 100 stores throughout the country.

How we work:

McDonald’s Manfoods Egypt is a 100% Egyptian company with a 100% Egyptian workforce, and is owned by Yassin
Mansour.

McDonald’s employs more than 5,000 individuals and indirectly supports and provides employment opportunities for over
11,000 families.

Over 90% of McDonald’s products come directly from Egyptian suppliers that are required to adhere to strict quality and
food safety standards. Its commitment to food safety encompasses the entire supply chain - from raw materials to customer
care.

McDonald’s offers numerous training programs for employees to provide the highest performance levels and customer
service, while providing a supportive work environment characterized by openness and cooperation. McDonald’s offers its
employees a differentiated employment experience and provides training and development opportunities as well as an open
and respectful work environment that supports career growth and develops leaders. McDonald’s also believes in the
importance of engaging employees at every level in the organization and takes pride in developing initiatives that support
and encourage employees in every way possible to achieve their full potential whether work related or other.
Since its opening, McDonald’s Egypt has been dedicated to supporting the community on two levels – nationally through
charity causes and development projects; and on the restaurant level through local initiatives. McDonald’s adopted Ezbet
KhairAllah Project since 2009 which focuses on the wellbeing and development of underprivileged children in unplanned
communities in cooperation with NGO “Peace & Plenty”. Starting with Ezbet KhairAllah and Batn El Bakara, McDonald’s
successfully renovated 22 nurseries and 8 primary schools. McDonald’s Egypt vision with this project is to provide children
in unplanned communities the necessary education that enables them to be part of the productive Egyptian workforce.

McDonald’s Egypt has also embarked on a joint educational venture with the Faculty of Hotels and Tourism, Helwan
University to offer employment opportunities and internships to students, in addition to enrolling non-university graduate
McDonald’s employees in the Hotels andTourism Open University program to provide them the opportunity of a university
education as well as the necessary knowledge and skills to help them progress into management careers faster.

Children love McDonald’s, so to help parents feel better about feeding their kids the food they love, McDonald’s has been
enhancing its menus through its “Commitments to Offer Improved Nutrition Choices” initiative.

With more than one million of you coming through our restaurants every day, it’s our priority to maintain your trust and
integrity. To do this we make sure our customers and employees receive the respect they deserve. Through honesty, hard
work and outstanding quality, service, cleanliness and value (QSC&V) we make sure that our restaurants are up to the
standard you deserve.
Our vision & values:

Our corporate values appear in everyday working life and guide our strategic direction and corporate planning.

We place the customer experience at the core of all we do

We are committed to our people

We believe in the McDonald’s System

We operate our business ethically

We give back to our communities

We grow our business profitably

We strive continually to improve

History:

In 1954 in the USA there was a milkshake machine salesman named Ray Kroc. Ray received an order from the McDonald
brothers' hamburger outlet in California and was impressed by their company - the menu was simple and cheap, but the
hamburgers were good; the fries were made in-store; and the shakes were thicker than usual.

Ray made them an offer. "Let me open new McDonald’s stores and I'll give you half of one per cent of the gross sales for the
use of the name and the idea."

The McDonald's brothers accepted, and Ray opened his first store in Des Plaines, Illinois. He began to build the business by
granting franchises to local entrepreneurs. By 1960, he'd opened 200 restaurants throughout the USA. In 1961 he bought the
McDonald brothers' share of the business for $3 million and in 1965 the company became the McDonald's Corporation.

Today, we've got more than 34,000 restaurants in over 118 countries. Every day, we're serving meals to more than 50 million
people worldwide.
 03
Zooming into
restaurants
Restaurant Type Description Price Point Service Style

Upscale experience with quality

Fine Dining High Waiter
ingredients, presentation, and service

Relaxed atmosphere, wider variety of

Casual Dining Medium Waiter/Waitress
menu items and prices

Combines speed and convenience of

Fast Casual Medium Counter
fast food with quality of casual dining

Quickest and most convenient option,

Fast Food Low Counter
limited menu of pre-made items

Specializes in cuisine of a particular

Ethnic Medium Waiter/Waitress
region or country

Casual restaurants offering coffee, tea,

Cafes Low Counter
pastries, and light meals

Offers a variety of dishes that customers

Buffet Medium Self-serve
can serve themselves from

Mobile kitchens that sell a variety of food

Food Trucks Low Counter
items
 Explanation for each type of Restaurants

Fine Dining:

• Setting: Elegant dining room with white tablecloths, comfortable seating.

• Mood/Ambiance: Formal, sophisticated, and romantic. Often with dimmed lighting and live music.

• Offerings: Multi-course meals with high-quality ingredients, artistic presentation, and a focus on culinary technique.

Casual Dining:

• Setting: Comfortable booths and tables, sometimes with a bar area. May have TVs or background music.

• Mood/Ambiance: Relaxed and welcoming, good for conversation and catching up with friends or family.

• Offerings: Wide variety of dishes from different cuisines, including appetizers, entrees, and desserts. Usually with a focus on
value and portion size.
Fast Casual:

• Setting: Open and modern with communal tables or counter seating. Often with self-serve beverage stations.

• Mood/Ambiance: Energetic and casual, good for a quick bite on the go.

• Offerings: Limited menu of made-to-order items, often customizable with fresh ingredients. Focus on speed and convenience.

Fast Food:

• Setting: Simple and brightly lit with counter seating and drive-thru options.

• Mood/Ambiance: Fast-paced and casual, ideal for grabbing a quick meal.

• Offerings: Limited menu of pre-made items like burgers, fries, and chicken sandwiches. Focus on affordability and speed.

Ethnic:

• Setting: Varies depending on the cuisine. May be decorated to reflect the culture of the specific region.

• Mood/Ambiance: Can range from casual to more formal depending on the restaurant. Often offers a unique and immersive dining
experience.

• Offerings: Focuses on the cuisine of a particular region or country, offering authentic dishes and flavors.
Cafes:

• Setting: Cozy and relaxed, often with comfortable seating and large windows for people-watching.

• Mood/Ambiance: Casual and inviting, good for a relaxed meal or catching up with a friend over coffee.

• Offerings: Coffee, tea, pastries, and light meals like sandwiches and salads. Often has a focus on baked goods and specialty coffees.

Buffet:

• Setting: Large dining area with a central serving station where food is displayed.

• Mood/Ambiance: Can be lively and bustling, especially during peak hours.

• Offerings: Wide variety of dishes from different cuisines, allowing customers to choose what they want and how much. Often a good
option for large groups with varying preferences.

Food Trucks:

• Setting: Mobile kitchens parked in designated locations or at events.

• Mood/Ambiance: Casual and vibrant, often with a sense of community.

• Offerings: Varied depending on the truck's specialty. Can offer anything from gourmet fare to classic street food.
 What is motivation fast food restaurants visitations?
People are motivated to visit fast food restaurants for a variety of reasons, often centering around convenience, speed, and affordability. Here's a
breakdown of the key motivators:

Convenience:

● Speed: Fast food restaurants are designed for quick service. You can order, receive your food, and eat it all within a short amount of time.
This is ideal for busy schedules, on-the-go lifestyles, or when you're short on time.
● Drive-thru: Many fast-food restaurants offer drive-thru options, allowing you to order and pick up your food without even leaving your car.
This is especially convenient for families with young children or people who don't want to get out of their car.
● Easy to Find: Fast food restaurants are ubiquitous and can be found in almost any town or city. You're never far from a familiar option when
hunger strikes.

Affordability:

 Low Prices: Fast food restaurants generally offer lower prices compared to other restaurant types. This makes them a budget-friendly option
for individuals or families.
 Value Meals: Many fast-food chains offer value meals that combine an entree, side, and drink at a discounted price. This can be a cost-
effective way to get a full meal.
 Predictability:
● Familiar Menu: Fast food menus are typically consistent across locations. You know what to expect in terms of taste
and quality, which can be comforting for picky eaters or those who don't want surprises.
● Standardized Portions: Fast food portions tend to be standardized, ensuring you know what you're getting each time
you visit.

Other factors:
● Cravings: Sometimes, people have specific cravings for fast food items like burgers, fries, or sugary drinks.
● Limited Time: Fast food can be a quick and easy solution when time for cooking or a sit-down meal is limited.
● Accessibility: Fast food restaurants are often open late, making them a convenient option for late-night meals or snacks.

It's important to note that while fast food offers convenience and affordability, it's generally not considered the healthiest
option due to its higher fat, sodium, and sugar content.
 04
Attitude towards
restaurants
 Key factors that contribute to McDonald's attitude
Customer satisfaction:

McDonald's aims to make its customers happy by providing tasty food, quick service, and a clean
environment.

Quality:

McDonald's focuses on using good ingredients and making sure their food tastes great every time you visit.

Innovation:

McDonald's likes to produce new ideas and menu items to keep things interesting for their customers.
Convenience:

McDonald's wants to be easy to find and easy to order from, whether you're in the restaurant or using their drive-thru or
delivery services.

Value:

McDonald's tries to offer food at prices that people think are fair and reasonable for the quality and quantity they get.

Community involvement:

McDonald's likes to give back to the communities where they operate by supporting local charities and events.

Sustainability:

McDonald's cares about the environment and tries to reduce waste and use resources wisely.
 05
Market landscape
&
Deep drive
 COMPETITORS

DADDY’S
BURGER KING HARDEE’S BURGER
Served over 60,000 Served over Served over
Customers 30,000 Customers 15,000 Customers
 PROS & CONS
01 McDonald’s
Pros: Consistent quality control ensures a familiar taste across
locations. Focus on fresh ingredients in recent years.
Cons: Menu might be seen as repetitive. Burgers can be
considered average quality compared to gourmet options.
02 Burger King
Pros: Flame-grilled burgers often praised for a more flavorful
taste. Offers some unique menu items not found at
McDonald’s.
Cons: Quality control might vary slightly across locations.
Burgers can be greasier compared to McDonald's.

03 Hardee’s 04 Daddy’s Burger

Pros: Local chains can source fresher ingredients and cater to local
Pros: Known for their thick, juicy burgers. Offers a wider variety
tastes. They might offer unique flavor profiles not found in
of menu options compared to McDonald's and Burger King.
international chains.
Cons: Quality control might vary depending on location unless they
Cons: Availability in Egypt might be more limited compared to the
have a strong franchise system. Reviews and word-of-mouth
other chains.
are your best bet to gauge quality.
HERE'S THE TAKEAWAY

● All these brands can be good choices depending on your

priorities.

● If consistency and familiarity are important, McDonald's

might be a safe bet.

● If you crave a more flavorful burger and are open to trying

something new, Burger King or Hardee's could be options.

● For a potentially unique and local experience, Daddy's Burger

could be worth a try, but research online reviews for the
specific location you're considering.
STRENGT
HS Brand Recognition: McDonald's is a global giant with a long history and strong brand recognition. This
translates to trust and familiarity with Egyptian consumers.
Standardized Quality: Strict quality control ensures a consistent taste experience across all McDonald's
locations, including those in Egypt. This is appealing to customers who want a familiar and reliable
product.
Widespread Presence: McDonald's likely has many restaurants across Egypt, making them easily accessible to
customers in various locations.
Value for Money: McDonald's often positions itself as an affordable option in the fast-food market, which can
be a major draw in Egypt.
Adapting to Local Tastes: While maintaining core menu items, McDonald's Egypt might offer menu options
specific to Egyptian preferences. This can attract a wider customer base.

WEAKNESSE
S Perception of Unhealthy Food: Fast food, in general, can be perceived as unhealthy. McDonald's might need
to work on highlighting healthier options or fresher ingredients to combat this perception.

Competition: International chains like Burger King and local favorites like Daddy's Burger offer strong
competition. McDonald's needs to keep its menu and offerings competitive.

Limited Menu Variety: Compared to some fast-food chains, McDonald's menu might be seen as repetitive,
especially for regular customers.

Rising Costs: Fluctuations in food prices and operational costs can affect McDonald's ability to maintain its
value proposition, potentially impacting customer traffic.
STRENGT
HS Unique Selling Point: Burger King's flame-grilled burgers are a major selling point. They often attract
customers who prefer a more flavorful and potentially higher quality burger compared to McDonald's.
Menu Variety: Burger King might offer a wider menu selection than McDonald's in Egypt, catering to a
broader range of customer tastes, with items unique to Burger King.
Competitive Offers: Burger King is known for offering deals and promotions, which can be attractive to
budget-conscious customers in Egypt.
Growth Potential: If Burger King isn't as widespread as McDonald's in Egypt yet, this presents an opportunity
for expansion and capturing a larger market share.
Social Media Savvy: Burger King is known for its bold and sometimes edgy social media marketing, which
can resonate with younger demographics in Egypt.

WEAKNESSE
S Brand Recognition: Compared to McDonald's, Burger King might have a weaker brand presence in Egypt.
This can make it less familiar to some customers.
Quality Control: While aiming for a high standard, consistency in quality across locations might be a
challenge for Burger King in Egypt, especially if they have a large franchise network.
Perception of Value: Burger King's menu items might be perceived as slightly more expensive than
McDonald's, potentially impacting budget-conscious customers.
Franchise Dependence: The success of Burger King in Egypt relies heavily on the performance of individual
franchisees. Weak franchise management can hurt the brand's image.
Marketing Focus: Burger King's marketing might not be as localized as McDonald's, potentially missing out
on connecting with Egyptian cultural preferences.
STRENGT
HS Menu Differentiation: Hardee's is known for a wider menu variety compared to McDonald's and Burger King.
This can appeal to customers seeking options beyond just burgers, like chicken sandwiches, thick cut fries,
and breakfast selections.

Unique Menu Items: Hardee's offers menu items not found at other chains, like thick, juicy burgers and their
signature breakfast biscuits. This can be a draw for customers who want to try something new.

Niche Appeal: Hardee's might cater to a specific customer segment in Egypt who prefer a heartier or more
flavorful fast-food option compared to McDonald's or Burger King.

WEAKNESSE
S Limited Presence: Compared to McDonald's and Burger King, Hardee's might have fewer locations in Egypt.
This can limit customer access and brand recognition.
Brand Awareness: If Hardee's is a newer entrant to the Egyptian market, they might have lower brand
awareness compared to established players like McDonald's.
Marketing Challenges: Reaching a wider audience in Egypt could be a challenge for Hardee's, especially if
they have a smaller marketing budget compared to McDonald's and Burger King.
Franchise Dependence: Similar to Burger King, Hardee's success hinges on the performance of individual
franchises in Egypt. Inconsistent management across locations can hurt the brand's image.
Adapting to Local Tastes: While they might have a wider menu, Hardee's needs to ensure they cater to local
Egyptian preferences to truly compete with established chains.
STRENGT
HS Local Focus: Daddy's Burger, being a local Egyptian brand, has the advantage of catering directly to local
tastes and preferences. This can be a major strength as they can tailor their menu and offerings to what
resonates with Egyptian consumers.
Freshness: Local chains often have shorter supply chains and can potentially source fresher ingredients have
compared to international chains. This can be a selling point for customers who value quality and taste.
Price Competitiveness: Daddy's Burger might be able to offer more competitive prices compared to
international chains due to lower operational costs or sourcing advantages.
Unique Menu Options: Daddy's Burger might have menu items unique to the Egyptian market, not found at
international chains. This can attract customers seeking something new and different.
Brand Loyalty: Local brands can often cultivate strong brand loyalty among Egyptians who support
homegrown businesses.

WEAKNESSE
S Limited Presence: Daddy's Burger likely has fewer locations compared to McDonald's or Burger King. This
limits customer access and brand awareness.

Quality Control: Unless Daddy's Burger has a strong franchise system, ensuring consistent quality across
locations can be a challenge. This can lead to a less reliable customer experience.

Marketing Budget: Daddy's Burger likely has a smaller marketing budget compared to international chains.
This makes it harder to compete for brand recognition and customer acquisition.

Limited Innovation: Smaller chains might have fewer resources for menu innovation and development
compared to larger chains. This can make it harder to keep the menu exciting for regular customers.
 DEEP DRIVE
Consumer Perceptions:

McDonald’s is perceived to be the ideal place to be happy with your food and privacy.
It is characterized by its quiet atmosphere, with no distractions or noise, it is the perfect spot
for fast food, ice cream, drinks, and meeting with family.

Food offering problems Service problem

They offer many offers and many One of the problems facing McDonald's
products, but some customers agree that is that in some areas in Egypt they do not
meat can sometimes be excessively fatty. deliver.
 Current Visitors’ Evaluation (1/2) Current Visitors’ Evaluation (2/2)

Current McDonald’s visitors spend on average From current users’ standpoint, McDonald’s is
between 30 min to 2 hours in their chosen and perceived to be relevant to the below set of visitation
preferred branch. purposes.

The average cheque per person has revealed to range Studying: Low
from 50 to 120 EGP.
Breaking after shopping: High
Loyalty of current visitors to MacDonald’s stems
from the atmosphere it provides, stimulating Coffee To Go: High
concentration and quietness as well as the high
perceived quality of its Food and Drinks. Early breakfast: Medium

Morning coffee: Medium

Waiting for someone: Medium

 Lapsed/Non-Visitors’ Evaluation
Some people feel that the prices do not keep up with the quantity and that they do not
find value for money.
• The size of the burger is small, and sometimes the quantity of fries is
unacceptable

• Menu limitations and stagnation in terms of offering

 McDonald’s – Areas of Improvement
McDonald's has implemented various initiatives to improve different aspects of their business, and the specific areas of
focus might differ depending on the region. Here's a general look at some ways McDonald's works on improvement: “Menu,
Technology, Customer experience, Sustainability”

Menu:

• Variety: Introducing new menu items or limited time offers to cater to changing customer preferences.

• Healthier options: Including salads, wraps, or introducing healthier ingredients to cater to a growing health-conscious
market.

• Local adaptation: Tailoring menus to incorporate flavors and ingredients popular in specific regions, like Egypt.

• Menu: Offering McFalafel sandwiches or using local spices in burgers to cater to Egyptian tastes.
Technology:

• Self-ordering kiosks: Offering customers faster and more convenient ordering options.

• Mobile app: Enabling mobile ordering, delivery, and loyalty programs to enhance customer experience.

• Digital menu boards: Providing customers with up-to-date information on menu items, pricing, and promotions.

Customer Experience:

• Improved restaurant design: Creating a more modern and inviting atmosphere for dine-in customers.

• Faster service: Implementing operational changes to improve order processing speed and efficiency.

• Employee training: Focusing on customer service skills and ensuring a friendly and welcoming environment.
Sustainability:

• Recycling programs: Implementing initiatives to reduce waste and promote environmental responsibility.

• Sustainable sourcing: Partnering with suppliers who follow sustainable practices for ingredients and packaging.

• Energy efficiency: Upgrading equipment and processes to reduce energy consumption in restaurants.
 06
Concepts
Evaluation
Recent events surrounding the Israel-Palestine
conflict have negatively impacted McDonald's
brand image in Egypt and potentially other Arab
countries. This concept evaluation outlines
strategies for McDonald's Egypt to rebuild brand
image, demonstrate neutrality, and strengthen its
position within the local market.

Goals:

Repair brand image amongst Egyptian

consumers. "Providing job opportunities for
refugees"
Demonstrate McDonald's commitment to peace
and neutrality in regional conflicts.

Focus on audience:

Existing and potential McDonald's Egypt

customers, particularly those who might have
been alienated by recent events.
Egyptian social media users and those engaged
in online discussions about the conflict.
Concept Evaluation:

1. Community Outreach & Peace Promotion:

Track social media sentiment analysis and media
mentions to gauge public response. And use
#McDonald'sforpeace

2. Charitable Donations & Humanitarian Support:

Donate a portion of proceeds from a specific menu
item to support verified humanitarian efforts in the
region. Partner with the Egyptian Red Crescent or
similar organizations to facilitate aid delivery.
Monitor media coverage and track donations to
evaluate the impact of the campaign.

3. Focus on Shared Values & Local Flavors.

Promoting Transparency and Dialogue:
Launch an educational campaign explaining the
franchise structure of McDonald's, emphasizing the
autonomy of the Egyptian branch.
 OUR TEAM

Abdelrahman Amr Mohamed Hussein

Kareem Ahmed Zeyad Samir

Mohamed Khaled Omar Osama

 THAN
KS
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