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). To refer this case study click here Mcdonald India Retailing Strategies
McDonald’s in India: Reaching Out Customers with McDelivery
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