SYNOPSIS

INTRODUCTION
McDonald's is the leading global foodservice retailer with more than 32,000 local restaurants serving more than 60 million people in 117 countries each day. More than 75% of McDonald's restaurants worldwide are owned and operated by independent local men and women.It serve the world some of its favorite foods - World Famous Fries, Big Mac, Quarter Pounder, Chicken McNuggets and Egg McMuffin. McDonald's in India is a locally owned and managed company run by Indians, employing local staff, procures from local suppliers to serve its customers. McDonald's India opened its first family restaurant at Basant Lok in Oct, 1996; today it has 169 Restaurants across India. This vibrant decade has seen McDonald's evolve Indian menus, Indian sensitivities and yet remain as globally innovative as ever. This journey has seen McDonald's develop a rich brand identity amongst its customers and employees as well as partners alike. At McDonalds India we have had a single mantra: providing 100% total customer satisfaction and the formula for achieving this goal in our restaurant operation is the long-standing commitment to the McDonalds Promise. In India, nearly half a million customers visit McDonald'sTM family restaurants spread across India every day. Many methodologies and techniques for improving operational performance have been developed over the years these provide structured ways of improving company performance, but they do not explicitly tell us where to start. To be able to improve performance effectively, it is important to identify the particular factors of performance to work with. Furthermore, it is important to find those factors that have a high impact on performance.Performance improvement highlights processes and systems that need to be improved. Then, there is a follow-up with an action plan to improve the outcomes. The five main performance objectives are: Speed- How much time does a customer spend in McDonalds drive-thru? McDonalds drive-thru target is 90 seconds. But, is it really able to achieve this target? No, not all the time. Many people have complained about drive-thru errors, waiting for their meals in busy times, being stuck in the queue, etc. As the line gets longer, more people choose to bypass the restaurant and dine elsewhere. So, how can McDonalds overcome these problems? Proper drive thru management: Since queuing is on a strict first-in first-out basis; later customers are generally not served until all previous customers have been taken care of. Therefore, a whole line of people with quick orders can be held up by a single complex order. McDonalds can instead have a dual line layout & if the second customers order is ready first, then a green light can be used to signal the second car, so that the person takes his/hers order & goes. Service times are improved dramatically for short orders, yet not impacted for longer orders due to multiple wait queues. The disadvantage of adopting the dual line layout is that it will take up a lot of time & be costly for McDonalds to change the layouts of all their restaurants. Plus, some customers will get really annoyed if they came in first but served second. To overcome this, McDonalds can have two

windows (both left & right), the left one for large orders & the right one for small orders. Again, the question is how the small order meals will be bought to the right window if the kitchen is on the left side. Well, an employee can be especially dedicated to transfer the meals from the left window to the right one! Introduction of the use of mobile order entry terminals: will allow a restaurant employee to physically go to the drive-through lane and enter orders, which increases through-put by providing two points of entry: the menu sign and the mobile order entry terminal. Problems associated with this option include: interfacing the mobile entry terminal to the current POS (Point of Sale) system; (2) supporting multiple languages and interfaces; (3) constant menu changes and additions; (4) safety of the employee; (5) weather conditions; (6) hardware costs; (7) order sequencing; and (8) the customer is unable to review the menu prior to ordering. Adopt a new system: McDonalds can also adopt a new system called Delphi Order Confirmation where a digital camera is attached to the drive-through menu system. When an order is placed, a photo is taken of the car and/or the driver from approximately the same angle and distance that the drive-through employee would view when the car is at the payment or presenter window. The digital photo would be matched to the order record created by the POS system. The photo and order record could be presented in a variety of fashions, including a print out on the receipt with the itemized order and number. Alternatively, a touch screen with the patron's picture and order record for each of the cars currently in the drive-through, and when the order is complete, the presenter would tap the photo on the touch screen indicating the order has been filled and the photo record would be removed from the system. This system will help shave about eight seconds from the order to delivery time. Besides order accuracy, it will also aid in speeding up the drivethru process and address customer courtesy issues. Specific benefits to this system include easy installation and implementation with existing QSR (Quick Serve Rest) drive-through installations; minimal ongoing support required; limited risk of hardware loss/damage; increased employee safety; fully supported in multi-language settings; and continues to provide the customer an opportunity to review the menu.People will be uncomfortable: with the idea, that they're being photographed every time they make a quick stop for a double cheeseburger with fries. Though, its a "non-invasive" procedure & the photos aren't stored in the system. They're deleted as soon as the order is completed. A lot of restaurants already have surveillance cameras on their premises that photograph people. Another trouble is that it will be costly for McDonalds to implement this system. But then again, it will show good results in the long run! Cost- Is McDonalds charging a lot to its customers? Can they bring down its costs further? Value meal strategy: McDonalds can employ the value meal strategy which allows customers to buy a sandwich, french fries, and beverage at a discount when purchased together. Moreover, it can also offer daily specials of special menu items, such as 9 Dhs Happy meal on Thursdays, from 4:00 PM - 8:00PM or other similar specials. More number of people will be attracted by such offers & hence McDonalds average cost will decrease. However, the limitation is that these daily specials will bring in a lot of customers but also make it harder for McDonalds staff to handle so many people together & serve quickly!!! So, they should anticipate having so many customers & moulding their operations according to that. During busy periods, McDonalds requires more than two to three people who are dedicated to the drive-through process. If it adopts the Delphi order system mentioned on page 2 & 3, it will not require a lot of employees to take the orders, enter in the system & make mistakes in matching the orders with the cars, hence cutting down on its costs. However, this might lead to some employees being made redundant.

Use Customer order Display: When a drive through worker is taking an order, it can be displayed automatically on a screen available to the customer outside, called the Customer Order Display (COD). The customer can review the COD and correct any mistakes, thus making the ordering process more precise. More precise orders eliminate time wasted from correcting mistakes & the cost arising from order errors. Energy management: Energy costs represent a significant portion of restaurant expenses. Parking-lot lighting, cooking appliances, ventilation systems, & other utility expenses can add up. These are very real costs that impact the profitability of a restaurant. McDonalds can invest in new equipment (which might be costly but beneficial in the long run), maintenance practices and revising some operating procedures. Some cost-cutting strategies include are, investing in energysaving equipment, securing long-term energy contracts, joining energy co-ops, controlling lighting schedules more efficiently, tinting windows, contracting with new energy providers, hiring energy consultants and decreasing deliveries, regular cleaning and upkeep of refrigerator coils. Furthermore, a calendar with the recommended maintenance dates for all parts and equipment, including monthly, quarterly and annual checks can be made. Quality- Where does McDonalds stand in terms of is service? Not as good as it used to be. Probably the meals are okay, but what about the employees serving the customers & the overall experience which the customers go through? Surprise quality checks: For sure, all McDonalds restaurants already go through periodic inspections in terms of quality checks, but they can have more surprise checks & if the store fails to pass the inspection the second time, the corporate can take over the store and bring in better employees to ensure that the proper processes and equipment are being used properly. Improve the training process & taking care of employees: McDonalds can include online elearning tools for its restaurant staff. In addition to this, it should make sure that the needs of its staff are met & they are given recognition for good performance. Once this is done, automatically they will be happy to do their jobs & of course happy employees will lead to a better service & eventually happy customers! Dependability- How can McDonalds make its processes more reliable? If McDonalds opts for dual line layouts & a reliable system like Delphi order confirmation system (mentioned on pages 2 & 3,) then without any doubt its customers can rely on its operations. They will be sure that their meals will always be ready within a specified time without any errors & theyll be able to get out quickly with the dual line layout. Flexibility- Can McDonalds adjust its processes to meet customer requirements? Multiple trained staff: McDonalds can have a multiple trained staff in order to be flexible. Again, this will cost money but be beneficial in the long run. Ordering on a toll free number: McDonalds can give their customers the option to place their order by calling on a toll free number & giving them a unique order number so that their meals are ready when they come to pick them up. The drawback is that an employee will have to be specially delegated to take the orders when customers call!

OBJECTIVES
(*)To study the TQM technique followed by Mc D (*)To study the systematic nature of Mc D (*)To study the quality control followed by Mc D (*)To study the process involving products and services provided by Mc D (*)To focus on real life situation of Mc D related to Speed Cost Quality Dependability Flexibility

QUESTIONNAIRE
FOR MANAGER OF Mc DONALD
1)How many people does it take to operate a McDonalds at any given time? 2) Where was McDonalds originally opened? 3) How many McDonalds exist? 4) How many countries is McDonalds operating in? 5) How long do people work at McDonalds? 6) How many McDonalds actually have play areas?

FOR CUSTOMER
1)How often do you eat at McDonalds? (Once a year/once a month/once a week/every day) 2) Would you say that McDonalds is healthy? (yes/no/not sure) 3) In a month, how much would you roughly spend there? (0-20/21-40/40+) 4) what time of the day do you prefer to eat there? (breakfast/lunch/dinner/dessert/snack) 5) Which fast food joint do you prefer? (McDonalds,KFC etc.) 6) What meal do you prefer at McDonalds? (Hamburger/cheeseburger etc.) 7) Why do you eat at McDonalds? (Tastes good/ cheap/ convenient/ I don't eat at McDonalds) 8) Do you try to eat healthy when you go? 9) Does price affect what you buy? (YES/NO) 10)If there was a K.F.C across the street, would you rather go there? 11)Are you satisfied by the services provided my Mc D??

FOR STAFF MEMBERS OF Mc DONALD

(I)PRIMARY DATA
1) Questionnaire method used to ask questions to the manager and staff members of Mc D 2) Interview method 3) Questions asked to customers related to services provided by Mc D

(II)SECONDARY DATA
1) 2) 3) 4) www.authorstream.com www.scribd.com www.McDonald.com Magazines