Sales and Distribution Case Study

McDonald's in India: Reaching Out Customers with McDelivery

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Abstract:
In 2010, McDonald’s came out with the idea of web-based delivery model, to enhance its concept of McDelivery (introduced in 2004). The web-based delivery model, wherein the customer places order through the company’s website, was piloted in four McDonald’s outlets across Hyderabad. If successful, the company plans to take it pan-India. The case study analyses McDonald’s India’s operations and the existing distribution system of the company. It also looks into the web-based delivery model and the challenges of the same. It provides scope to analyse whether in a fast food industry – where quick service and convenience for customers are priorities – the web-based distribution model can satisfy the customers as well as the fast food chains (in terms of sales and revenues).

Pedagogical Objectives:

• To understand the changing lifestyle patterns of Indian consumers (with specific reference to dining and fast food restaurants) and also the business potential of such shifts
• To have an overview of McDonald’s operating model in India as well as the existing distribution system
• To analyse the feasibility for its proposed and test-launched web-based delivery system of distribution and make cost-benefit assessment for the same.

Keywords : Sales and Distribution, Sales and Distribution Strategies, Marketing Strategies, Fast Food Marketing, Fast Food Restaurants in India, Fast Food Retailing in India, Web Delivery, McDelivery, Quick Service Restaurants, Supply Chain Management, McDonald's in India, Business Models, McDonald's Delivery Model, McDonald's Delivery Model in India

Contents:

• McDonald's in India: The Initial Years
• McDonald's Web-based Delivery Model: Can it Fill the Bellies?