Service Blueprint as a part of Service Marketing Course. Fellow teammates: Keerthi.P Rohit Rakshith R.S.Pavithra Harshitha

1. Group 12 McDonald’s [Year]
Group 12
Keerthi.PDM15267
Gaurav Dutta DM15219
RohitRakshithDM15247
R.S.PavithraDM15134
HarshithaDM15217

2. GROUP 12 MCDONALD’S
McDonald’s India:
McDonald’scame to Indiain1996 at Basant Lok,New Delhi.The companyspentfive years,since 1990,
developinganentirelybeef-lessandpork-lessmenu.Forthe firsttime initshistory,itintroducedthis
newmenuinIndia,Thishas continuedtodate. McDonald’sIndiaisa locallyownedandcompany
managedinIndiaby VikramBakshi andAmitJatia.
The company tooka big leapinestablishingcoldchainacrossIndiatohelpmaintainfreshnessand
nutritionof theirproducts.Everyburgerhas9 differentingredientsthatare sourcedfromsuppliers
across the country.McDonald’sclearlyandcleanlysegregatesthe VegetarianandNon-vegetarian
cookingareasright fromprocessingupuntil serving.Theyalsouse 100% vegetable oil inall cooking.
As of 2013, the companyhad 242 restaurantsinIndiaandhad servedover5,00,000 customers every
day afterhavingbeenin the countryforover 10 years. McDonald’sstartedthe ’value game’once it
realizedthe price sensitivityof Indiancustomers.In2004, it unveiledthe HappyPrice Menupricedat Rs.
20 whichgave it a clearcompetitive edge.Inthe same yearitalsobeganMcDelivery,the home delivery
service,insome partsin India.
Evenwithrespecttobeverages,McDonald’stailoreditsofferingstocaterto the Indianmarket.It
developedthe GeorgiaGoldrange of Coke in2002 to satisfythe Indianconsumer’spreference forhot
beverages.
1996 - Launch of First McDonald's® Restaurant
1997 - Introduction of Happy MealsTM
2001 - Introduction of Drive thru - Kalamboli restaurant
2004 - Launch of Delivery - Bandra restaurant
2004 - Introduction of Happy Price MenuTM

3. GROUP 12 MCDONALD’S
QSR – Leader in the Segment
Enteredintoan oil alliance with BPCLand HPCL
Introduced new menu formats such asExpressmodel that offered a limited
menu and dedicated kiosks that offer a variety of desserts
McDeliveryTM
: Tooffer more convenience tocustomers, a home delivery
serv ice was launched.In 2006, McDelivery was done in Chandni Chowkby
bicy cles and an allIndia singledelivery number wasintroduced.
First Drive-thruwas set up at Noida in 1997
First restaurant tohave a fully operationalkitchen at DelhiDomesticAirport

4. GROUP 12 MCDONALD’S
Service Blueprint:

5. GROUP 12 MCDONALD’S
Good Practices
Quality:
McDonald’sIndiastrivestoserve onlythe highestqualityfoodandpaystremendousattentiontofood
qualityateveryrestaurant.
 Close relationshipshave beenestablishedwithlocal supplierstoensure thattheyprovide the
highestqualityandfreshest ingredients.
 All suppliersare requiredtoadhere togovernmentimposedregulationsonfood,healthand
hygiene while simultaneouslykeepingupwithMcDonald’sownstandardsaswell.
 In all itsrestaurants,the companyfollowsapolicyof FIFOwithregardto productsand supplies
to ensure freshness.
All productsare preparedusingstate-of-the-artcookware toensure consistentqualityandsafety.
Service:
Fast and friendlyservicehasbeenthe hallmarkof McDonald’sall overthe worldandthisiswhat setsit
apart fromcompetitors.
 The customeralwayscomesfirstand everyemployeeaimstoachieve 100% customer
satisfactionforeveryvisitof everycustomer.
 Everyemployee attemptstomaintainfriendlyandattentiveservicewhile alsoensuringaccuracy
intakingthe orderand aptnessinanticipatingcustomer’sneedsuchasnapkinsor straw.
 The outletprovidescomfortable seatingtoa varietyof customerswhethertheycome asa
familyorto dine individually.The environmentisalwayskeptwarm, vibrantandwell lit.
 Greetscustomersat arrival
 At peakhourstheybringthe foodto the customers’table insteadof the havingtowaitinthe
queue.Thisreducesthe lengthof the queue andremovesthe badexperienceof havingtowait
ina longqueue
 Double checkingof orders- once whenthe orderisplacedandagainwhenthe orderis delivered
 Service Recovery:
Customer
complaintsabout
defectinorderor
delivery of the
wrongorder
Employee
apologisesand
offerstoreplace
the order
Correct orderis
given
Customeris
happy:)

6. GROUP 12 MCDONALD’S
Cleanliness:
The restaurantaims to provide aclean,comfortable environmentthatisfamilyfriendly.
 McDonald’sfollowsstringentcleaningstandardstomake sure thatall tables,chairs,hi-chairs
and servingtraysare cleanedandsanitizedseveral timesineveryhourorso.
 Thisregard forcleanlinessisextendedfromthe foyertothe kitchentoevensidewalksand
immediate areasaroundthe restaurant.
 Customersare encouragedtocleartheirtrays bythemselvesanda numberof trash cans are
providedforthiswithinandoutside the restaurant.
 However,there are staff calledthe “litterpatrols”thatwalkaroundeverydaytocleanup any
trash that isfound.
 In additiontothis,the restaurantmanagerwalksthroughthe outletevery hourtoensure that
cleanlinessismaintainedandthe kitchensare wellstocked.
 Use of plasticglovestomaintainhygieneof food
 Employeeshave towashtheirhandseveryone hour
 On request,theyletthe customersvisittheirkitchensshowingthatthey are transparentintheir
operations
Value:
The menuat McDonald’s offersgreatvalue toa large segmentof the Indianpopulation.
 The company doesnotcompromise onqualitytoprovide thisvalue.Itleverageseconomiesof
scale to minimize costsandtherebymaximize valuetocustomers.
 Value atMcDonald’sis definedtobe more thanjustprice.It isthe sum total of the McDonald’s
experience.Thiscomprisesof everythingfromqualityof foodtofastand friendlyservice toa
cleanand pleasantenvironment andaffordableprices.Thisisthe value thatMcDonald’sseeks
to provide.
Servicescapes:
Ambient conditions:
The ambience issetsuch thatthe environmentisafunplace for friendstohangout,a peaceful place for
a bite aftera tiringday and a place for familiestohave a goodand happymeal. The restaurantisclean
and givesafriendlyatmosphere.The restaurantisairconditioned.The wallsare filledwithgraffiti
appealingtothe modernyouth.McDonaldshasboth roundtableswhichare fora personal meal aswell
as the big,conference-type tablesforthe groups.
Lighting:
Lightshang fromthe highceilingthatgive a natural feel tothe place while notinyourface types.

7. GROUP 12 MCDONALD’S
Arousing
PleasantUnpleasant
Sleepy
Color:
The restaurantis decoratedwithartifactsof brightcolors.Theirredand yellow décor(similartotheir
logo) givesafunas well asa homelyfeel.Outside the restaurantit hasboldcolorslike redandyellow
whichmakesitstand out.Inside theyhave amixture of colorslike grey,beigeandbrown.The chairsare
yellowincolorwhichstandsouttoo.Most of theirsignsare in redincolor to draw attention
Signs:
Restauranthas signsthatgive themdirectionstothe ordering counters, orderreceivinglinesandthe
take away counters.Theyhave displayboardsabove the orderingcountersthatdisplaythe various
itemsonthe menu.Theyalsohave small signsnearthe register thatdisplaythe latestitemsonthe
menuor latestofferssothatthe customersare well informed. Theyalsohave signswhichleadthe
customerto the washingroom.
Artifacts:
The restaurantalso hasa statue of their famousmascotRonaldMcDonald nearthe entrance.
Scent:
Whena customerenters the restauranttheyfirstthingtheyregisteristhe waftingaroma of their
famousFrenchfries.The smell isinvitingandcausesanappetizingeffect.
Russell Model ofAffect:

8. GROUP 12 MCDONALD’S
Occasional failure in smoothing peaks in demands (results in a lot of
waiting time for customers)
Difficulty in controlling quality and consistency (eg: forgot cheese,
fries are not salted or they are raw, forget to give ketchup and
napkins)
Lack of knowledge: Customers are encouraged to cleartheir own
plates after finishing the meal but more often than not, the
employees have to clean up
Poor employee- technology job fit: Haveto wait for an expert to fix
the POS in case it stops working. the employee just puts a 'next
counter please'
Service Performance Gaps:
From observingthe servicedeliveryprocess,the followingserviceperformance gapsarise:
Recommendations:
Basedon the service blueprintandthe service performance gapsidentified,the following
recommendationscanbe made:
 Install the "OrderreadyScreen"totell the customersthattheirordersare ready.Thiswould
alsohelpinreducingthe trafficat the POS.Have a beeperthatcan be giventocustomersso that
theyknowwhentheirordersare readyand can go collectit.Thisisespeciallyusefulduringpeak
hoursto avoidlongqueues.
 A separate counterforbeveragesanddessertscanbe introduced.Thiswillalsoreduce the time
inqueue forcustomerswhowantto buy onlya drinkor a dessert.
 Have friendlyposterstoremindcustomerstocleartheirtrays.
 Informcustomersif theyare eligible foroffersbeforehand.Thiswill improve customerservice.
 Explicitlymentionthat customers are welcometocheckthe kitchenandthe food-handling
processes.Thiswouldincreasetransparency.
 Have a playarea forkids.Thiswill make the diningexperiencemore enjoyableforfamilies.

9. GROUP 12 MCDONALD’S
 Technologyisanimportantaspectof the service deliveryprocessatMcDonald’s.If itfails,the
consumerisimmediately affected,becausethe entire restaurant'smodusoperandi gets
affectedrightfromtakingorders,toissuingittothe kitchenoperationsandalsotransactingthe
payment.Thisultimatelyaffectsthe consumerexperience.Forall these reasons,uptime isvery
importantat the outlet.