Fast Food Fables

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Report Report Managerial Process Managerial Process Fast Food Fables Fast Food Fables 1. Mc Donald's followed the fundamental ‘consistency’ rule offering products of uniform size, price, and quality in all the markets where it operated. However in India the company went for an entirely different approach. Explain why McDonald’s went for customization in India? The reason why Mc Donald's went for a customized view, because first of all beef or pork eaters are very - very less, people are vegetarians and avoid food made or rather ones that are originally from the west. The initial menu catered to beef and the culture followed was the one in the west, so change was needed at all costs. Also the per capita income of people are different so foods have to be at lower prices and hot too. McDonald’s went for customization in India because they wanted to get accepted throughout the country. They did so by starting a vegetarian menu. They then went a step further by replacing beef and pork which was the primary filling used in the various food products with chicken. The next essential thing the customers needed them to do was segregating the veg and non-veg section. Thy even changed their menu by creating a partially local and partially westernized menu, which included new food products which wasn’t available in any other country at the time. (Like the McAloo and the Maharaja Mac. The first veggie burger ever introduced which was an eggless mayonnaise veg burger.) They even incorporated Indian flavors like tamarind to give the food an Indian touch. There was an urgent need for customization so that they flourish in the sensitive Indian market. When McDonald’s initially started everyone thought that the prices were expensive and many didn’t like the fact that only non-vegetarian meals were served here. McDonald’s fundamental consistency rule was no longer

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