COVER PAGE

Submitted in partial fulfillment of the requirements for the award of the

Degree of Bachelor of Commerce of Bangalore University from Loyola
Degree College during the year 2023-24

By
Name of the student

Namith.lv

Under the guidance of

Guide name & designation

Department of Commerce
Loyola Degree College
 Bangalore- 560076

CERTIFICATE

This is to certify that the internship on MC’DONALD’S submitted to

Loyola Degree College in the partial fulfillment of BCom from
Bangalore University by NAMITH.LV under my guidance and
supervision. This has not formed a basis for the award of any other
degree of Bangalore University or any other Universities.

PLACE: BANGALORE

DATE: 30-03-2024

GUIDE NAME & SIGNATURE

 DECLARATION
I, NAMITH.LV hereby declare that this internship report is a record of
work carried out by me at Mc’DONALD under the guidance of name of
the guide, Loyola Degree College, in partial fulfillment of the
requirement of the award of the Bachelor of Commerce from Bangalore
University. I also declare that this has not formed a basis for the award of
any degree of Bangalore University or any other Universities.

Place: name of the student

Date:
 ACKNOWLEDGEMENT

I would like to express my profound gratitude to all those who have been instrumental
in the preparation of this project report. I wish to place on record, my deep gratitude
to my internship guide ……………. for his/her expert advice and help.

I am deeply grateful to Mr…………………….. from

……………………………. for the co-operation extended by their entire team for me
to help connect with the objective of the internship and furnishing the required
information.

Lastly, I would like to thank God, my Parents and Friends for their constant
help and support.
 CONTENTS

CHAPTERS PARTICULARS PAGE NUMBERS

1 Introduction

2 Functional areas of the company

3 Organizational performance

4 Learning Experience and Conclusion

BIBLIOGRAPHY

APPENDIX
 Chapter-1
INTRODUCTION

1.1 INTRODUCTION TO FINANCIAL ANALYSIS

Financial analysis is formal way of recording of financial activities of business,

person or an entity and provide an overview of a businessperson’s financial condition
in both short and long term.

Financial analysis is used to find financial stability, evaluate economic trends,

financial policymaking for the long term, and evaluation of businesses to determine
its profitability, sustainability, and strength of earning potential.

As the analysis of financial reports also means an understanding of the

functioning of business decision-making which includes observation, assessment,
forecasting, and formulation of diagnosis all the processes that took place in any
organization, summarized within the financial statements.

Financial analysis is an essential part of all commercial operations as it

facilitates litigable insights into the health and capacity of the organization in the
future. Alongside providing imperative data to the lenders and investors that could
say the price of stocks or rate of interest, this information also enables company
managers to measure their performance in terms of the expectations or growth of the
industry.

From the perspective of the management, financial analysis is essential for the
advancement of the company as it sheds light on the strengths as well as the
weaknesses which in turn directly impact competitiveness.

1.2 NEED OF FINANCIAL ANALYSIS

 Measures the profitability and earning potential of a business.

 Measures the financial strength of the business.
 Efficiency of management.
1.3 TYPES OF FINANCIAL ANALYSIS

1.External Analysis: This type of analysis is carried out by investors, stakeholders,

researchers, etc., who rely upon the information published in various reports, such as
Statement of Profit and Loss, Balance Sheet, etc., as they do not have access to the
internal and confidential business information.

2. Internal Analysis: As compared to external analysis, this type of analysis is

performed by the internal management who have complete access to the confidential
business information and can perform an extensive analysis to get detailed and
accurate information.

3. Horizontal Analysis: In this type of analysis, the financial statements of several

years are compared with each other to understand the profitability of the business and
its growth. It is also termed Dynamic analysis or Time series analysis.

4. Vertical Analysis: Analysis of the financial statement of a single year is known as

Vertical analysis or Static analysis or Cross-Sectional analysis. It involves the study
of the relationship between various items of Statement of Profit and Loss, balance
sheet, etc., in a single financial year.

1.4 TOOLS OF FINANCIAL ANALYSIS

Financial statements are prepared to have complete information regarding assets,

liabilities, equity, reserves, expenses and profit and loss of an enterprise. To analyze
& interpret the financial statements, commonly used tools are comparative
statements, common size statements etc. Let us look.

1.COMPARATIVE STATEMENTS

Also known as ‘horizontal analysis, are financial statements showing financial

position & profitability at different periods of time. These statements give an idea of
the enterprise financial position of two or more periods. Comparison of financial
statements is possible only when same accounting principles are used in preparing
these statements.

The progress of the company can be seen by observing the different assets
and liabilities of the firm on different dates to make the comparison of balances from
one date to another. To understand the comparative balance sheet, it must have two
columns for the data of original balance sheets. A third column is used to show
increases/decrease in figures. The fourth column gives percentages of increases or
decreases.

By comparing the balance sheets of different dates, one can observe the following
aspects.

Current financial position and Liquidity position

Long-term financial position

Profitability of the concern

2.COMPARATIVE INCOME STATEMENT

Traditionally known as trading and profit and loss A/c. Net sales, cost of goods sold,
selling expenses, office expenses etc. are important components of an income
statement. To compare the profitability, particulars of profit & loss are compared with
the corresponding figures of previous years individually. To analyze the profitability
of the business, the changes in money value and percentage is determined.

By comparing the profits of different dates, one can observe the following aspects:

 The increase/decrease in gross profit.

 The study of operational profits.
 The increase or decrease in net profit.
 Study of the overall profitability of the business.
3.COMMON SIZE STATEMENTS

Common size statements are also known as ‘Vertical analyses. Financial statements,
when read with absolute figures, can be misleading. Therefore, a vertical analysis of
financial information is done by considering the percentage form. The balance sheet
items are compared:

 To the total assets in terms of percentage by taking the total assets as 100.
 To the total liabilities in terms of percentage by taking the total liabilities as
100.
 Therefore, the whole Balance Sheet is converted into percentage form. And
such converted Balance Sheet is known as Common-Size Balance Sheet.
Similarly profit & loss items are compared:
 To the total incomes in terms of percentage by taking the total incomes as
100.
 To the total expenses in terms of percentage by taking the total expenses as
100.

Therefore, the whole Profit & loss account is converted into percentage form. And
such converted profit & loss account is known as Common-Size Profit & Loss
account. As the numbers are brought to a common base, the percentage can be easily
compared with the results of corresponding percentages of the previous year or of
some other firms.

4.TREND ANALYSIS

Also known as the Pyramid Method. Studying the operational results and financial
position over a series of years is trend analysis. Calculations of ratios of different
items for various periods is done & then compared under this analysis. Whether the
enterprise is trending upward or backward, the analysis of the ratios over a period of
years is done. By observing this analysis, the sign of good or poor management is
detected.

5.CASH FLOW ANALYSIS

The actual movement of cash into and out of a business is cash flow analysis. The
flow of cash into the business is called the cash inflow. Similarly, the flow of cash out
of the firm is called cash outflow. The difference between the inflow and outflow of
cash is the net cash flow.

Cash flow statement is prepared to project the manner in which the cash has been
received and has been utilized during an accounting year. It is an important analytical
tool. Analysis of cash flow explains the reason for a change in cash. It helps in
assessing the liquidity of the enterprise and in evaluating the operating, investment &
financing decisions.

1.5 USERS

There are different users of financial statement analysis. These can be

classified into internal and external users. Internal users refer to the management of
the company who analysis financial statements in order to make decisions related to
the operations of the company. On the other hand, external users do not necessarily
belong to the company but still hold some sort of financial interest. These include
owners, investors, creditors, government, employees, customers, and the general
public. These users are elaborated on below:

1. Management

The managers of the company use their financial statement analysis to make
intelligent decisions about their Statement. For instance, they may gauge cost per
distribution channel, or how much cash they have left, from their accounting reports
and make decisions from these analysis results.

2. Owners

Small business owners need financial information from their operations to

determine whether the business is profitable. It helps in making decisions like
whether to continue operating the business, whether to improve business strategies or
whether to give up on the business altogether.

3. Investors

People who have purchased stock or shares in a company need financial

information to analyse the way the company is performing. They use financial
statement analysis to determine what to do with their investments in the company. So,
depending on how the company is doing, they will hold onto their stock, sell it or buy
more.

4. Creditors

Creditors are interested in knowing if a company will be able to honour its

payments as they become due. They use cash flow analysis of the company’s
accounting records to measure the company’s liquidity, or its ability to make short-
term payments.

5. Government

Governing and regulating bodies of the state look at financial statement

analysis to determine how the economy is performing in general so they can plan
their financial and industrial policies. Tax authorities also analyse a company’s
statements to calculate the tax burden that the company has to pay.

6. Employees

Employees need to know if their employment is secure and if there is a

possibility of a pay raise. They want to be abreast of their company’s profitability and
stability. Employees may also be interested in knowing the company’s financial
position to see whether there may be plans for expansion and hence, career prospects
for them.

7. Customers
 Customers need to know about the ability of the company to service its clients
into the future. The need to know about the company’s stability of operations is
heightened if the customer (i.e., a distributor or procurer of specialized products) is
dependent wholly on the company for its supplies.

8. General Public

Anyone in the general public, like students, analysts and researchers, may be
interested in using a company’s financial statement analysis. They may wish to
evaluate the effects of the firm on the environment, or the economy or even the local
community. For instance, if the company is running corporate social responsibility
programs for improving the community, the public may want to be aware of the
future operations of the company.

1.6 Overview on fast food chain industry

Fast food is a type of mass-produced food designed for commercial resale with
a strong priority placed on speed of service. It is a commercial term, limited to food
sold in a restaurant or store with frozen, preheated, or precooked ingredients and
served in packing for takeout or takeaway. Fast food was created as a commercial
strategy to accommodate large numbers of busy commuters, travelers, and wage
workers.

Fast food restaurants, as we know them today, has been spreading all over
the world. They appeared at first, in 19th century and most of them began in the
United States. They improved the speed of the processing and standardized it in way
so that every store would sell foods at the same quality. Therefore, food restaurant
has becoming more and more popular nowadays. Not only one food restaurant, but
also different restaurant franchises can make the same fast food differently.

The food industry is on a high as Indians continue to have a feast. Fueled by what
can be termed as a perfect ingredient for any industry – large disposable incomes –
the food sector has been witnessing a marked change in consumption patterns,
especially in terms of food.

An increasing number of international fast-food chains rushing to India is because all

of them see tremendous potential in for this type of business, The large upwardly
mobile population in the urban areas tend to eat out more often or business or for
leisure.

The players who are playing a prominent role in India toward the fast-food
industry like McDonalds, KFC, Burger King Pizza Hut and Dominos etc.

Apparently, these players are fighting on products, pricing, positioning and

trying to make customer on regular purchase of their products with delightful service
quality. The focus is on product quality and standardization on taste. Consistency
towards standardization is most efficient in fast food as the consumer is short on time
and wants to satisfy his or her taste buds with a consistent taste experience.

1.7 Latest trends on fast food industry

The fast-food industry’s trending towards serving the customer more fully. And not
just one type of customer, but customers with many different preferences and dietary
needs. From vegan and plant-based to keto and low-carb, the rise specialty diets have
forced even fast-food restaurants to make adjustments.

The customer service stretches beyond just diet-it trickles over into the
customer experience. Amazon, Swiggy, Zomato, UberEATS, Dunzo allows
consumers to order almost any product to their door with just a click. Because
technology has advanced so rapidly, consumers have come to expect ultimate ease
and convenience in everything they do. The fast-food restaurants that want to survive
are nimbly adapting to these customers’ demands. Those who aren’t making the
changes necessary may not be around much longer.

1.8 THE REASONS FOR ARRIVAL OF FAST-FOOD INDUSTRY IN INDIA

  Unlike earlier days now men and women both equally head out for work. Also
due to the increasing expenditures and for up gradation of lifestyle it is
essential that each member of family is occupied. In such case fast food works
as an easy way out in this rush schedules.

 The women in present generation do not want to stick to traditional gender

roles of cooking and upbringing of children. Hence this modernization brings
about increase in consumption of fast food.
 The consumers now do not want to spend their time and energy on preparation
of food. They are building their confidence more on the available fast-food
brands in the market and hence being more sophisticated.
 In the current scenario both male and female equally are career oriented. Due
to which there is double income and so the spending capacity increases in
return it increases the consumption of ready to eat food on larger scale.
 In today situation the days are falling short for work. So, when people get free
time from their hectic work life, they want to spend it on entertainment and
relaxation. Due to paucity of and engagement in the recreational activities a
lot of them do not intend to cook and opt for fast food products.
 Large numbers of global players have entered the Indian market due to India
being the second largest country having large population.
 Also, several MNC’s are easily entering Indian markets as a result of
liberalization of 1991, due to which many tariff and non-tariff barriers from
Indian boundaries are removed or at least minimized.

1.9 Trends in India:

One of the largest growing food types in India is fast-food. According to the
survey Indian fast-food industry is growing by 40 every year and generates huge
sales. India has become one of the biggest hubs for global fast-food chains to grow
due to the availability of raw materials, population size etc.
1.10The Market Scenario
INDIA among the top 10 market for weekly fast-food consumption, an online survey
has found. Most of the countries are form the Asia-pacific region, with the US being
the exemption.Consumption of fast foods has become almost a global phenomenon.
India’s fast-food industry is expanding at the rate of 40 every year. India ranks 10th
in the fast-food per capita spending figures with 2.1% of expenditure in annual total
spending.

1.11 MAJOR PLAYERS

HALDIRAM’S

Haldiram’s packages and sells ready to eat meals that are super convenient for
travelling. While it started decades before in Bikaner itself, the first Haldiram’s outlet
in Delhi opened in 1982. You can even step into Haldiram’s restaurants to enjoy their
different flavours, such as that of chaat, or Indianized Chinese, Italian, and
Continental.

DOMINO’S PIZZA

“30 minutes or free.” We all have shamelessly waited for the delivery agent to be late,
so that the pizza order could be free. But they were always on time.

A concept unheard of before Dominos, piping hot fresh pizza being delivered to your
doorstep, was a novel idea. Domino’s Pizza is an American pizza restaurant chain
founded in 1960 by Tom Monaghan and James Monaghan.

When Domino’s came to India in 1996, there was a collective excitement about their
cheesy pizzas and the delicious twisty breads (which aren’t available anymore). There
is no urban Indian household where a pizza box from Domino’s hasn’t been
delivered.
PIZZA HUT

In 1958, Dan Carney and Frank Carney founded Pizza Hut in Kansas, United States.
Pizza Hut is an American food chain which has launched in the Indian market in 1996
with its first outlet in Bangalore (Bengaluru), Karnataka.

From a wide range of pizzas to creamy pastas and crisp garlic bread, Pizza Hut serves
it all. Now, after more than two decades in India, Pizza Hut has over 400 outlets
throughout the country, making it one of the topmost fast-food chains in India.

KFC

It’s finger lick in’ good! Fried chicken has no better address than a KFC. Colonel
Sanders, the founder and face of the company, launched KFC (Kentucky Fried
Chicken) in 1952. There are over 23,000 KFC outlets throughout the world. KFC first
came to India in 1995, Bangalore.

KFC, India serves chicken popcorn, chicken tenders, chicken burgers, rice bowls,
spicy chicken and, of course, the original secret recipe fried chicken. A lot of
vegetarian options are also served, keeping in mind the Indian audience.

BURGER KING

What a whooper! Burger King was founded in 1953 by James McLamore, David
Edgerton, William R. Jarvis and James Duncan Rae in Florida, USA. The burger
chain entered India in 2014 and was welcomed at a large scale. No beef and no pork
menus were designed to fit the Indian’s palates, with lots of vegetarian options, too.

SUBWAY

Sub of the day brings a smile to your face, doesn’t it? Fred DeLuca and Peter Buck
co-founded Subway in 1965, in Connecticut, United States. It entered the Indian
market in 2001. Primarily serving submarine sandwiches, salads and wraps, Subway
has set separate stations for vegetarian and non-vegetarian sandwiches.
You can customize your sandwiches and salads according to your taste and
preference. Tandoori chicken, paneer tikka, corn and peas, Shammi kebab, chicken
teriyaki are some of the common subs available at the fast-food chain.

BARBEQUE NATION

Barbeque Nation is one of the most exciting restaurant chains in India. They follow a
different concept of dining at a restaurant. There is a barbeque grill in the center of
the table. After you are comfortably seated and ready to eat, your server will bring
you skewers of either vegetables or meat, or seafood, on skewers and place it for you
on your grill.

You may then apply the dressing you’d like on your grilled food after selecting from
the ones given to you. This is a great concept and a fun and exciting dining
experience to have.

TACO BELL

Think Tex-Mex, think Taco Bell. Tacos, burritos, nachos and quesadillas are just a
few delicious items on Taco Bell’s menu. Taco Bell is a relatively new entrant to the
market with just 35 outlets throughout India.

Glen Bell, Founder, opened the first Taco Bell in Downey, California, United States
in the 1960s. It went public in 1970, with over 300 restaurants. By the time it was
1978, PepsiCo purchased Taco Bell from Glen Bell.

STARBUCKS

One Grande Latte for ABC!”. Unless you were living under a rock, you would know
how big a deal Starbucks was in India when it launched in 2012.

There were lines for several meters to get a cup of coffee at Starbucks, only for the
Barista to get our name wrong on the cup. This coffeehouse was founded by Gordon
Bowker, Jerry Baldwin, Zev Sigel in 1971 in the USA. Apart from coffee, Starbucks
also serves some delectable desserts and dry, light savories.

CHAI POINT

Chai Point is a venture that has capitalized on one of India’s most highly
consumed beverages – chai, or tea. Tea is something that has an entire portion of a
day named for it, and even biscuits and cakes to go with it. Yes, we are talking about
teatime in the evenings, with tea biscuits and tea cakes specifically meant to be had
with your morning or evening cup of the very same tea.

Chai Point’s tagline, “India runs on chai.” is a perfectly apt description of what we
have mentioned before. It is a successful chain that offers all the different variations
of tea, such as masala tea, lemon tea, ginger tea, etc., as well as cold varieties, being
iced tea.

Of course, Chai Point also sells samosas, buns, Maggi, and other little snacks that go
perfectly with tea. They also have tea subscriptions for the morning as well as
evening, where they deliver your brew to you right at teatime.
 CHAPTER-2
Company Profile
2.1 Company Profile

McDonald's Corporation is the world's largest chain of hamburger fast food

restaurants, serving around 68 million customers daily in 119 countries.
Headquartered in the United States, the company began in 1940 as a barbecue
restaurant operated by Richard and Maurice McDonald; in 1948 they reorganized
their business as a hamburger stand using production line principles. Businessman
Ray Kroc joined the company as a franchise agent in 1955. He subsequently
purchased the chain from the McDonald brothers and oversaw its worldwide growth.

A McDonald's restaurant is operated by a franchisee, an affiliate, or the corporation

itself. The corporation's revenues come from the rent, royalties and fees paid by the
franchises, as well as sales in company-operated restaurants. McDonald's revenues
grew 27 percent over the three years ending in 2007 to $22.8 billion, and 9 percent
growth in operating income to $3.9 billion. McDonald's primarily sells hamburgers,
cheeseburgers, chicken, french-fries, breakfast items, soft drinks, milkshakes and
desserts. In response to changing consumer tastes, the company has expanded its
menu to include salads, wraps, smoothies and fruit.

2.2 History
The business began in 1940, with a restaurant opened by brothers Richard and
Maurice McDonald at 1938 North E Street at West 14th Street in San Bernardino,
California. Their introduction of the "Speeded Service System" in 1948 furthered the
principles of the modern fast-food restaurant that the White hamburger chain had
already put into practice more than two decades earlier.

The original mascot of McDonald's was a man with a chef's hat on top of a
hamburger shaped head whose name was "Speeded". Speeded was eventually
replaced with Ronald McDonald by 1967 when the company first filed a U.S.
trademark on a clown shaped man having puffed out costume legs.
McDonald's first filed for a U.S. trademark on the name "McDonald's" on May 4,
1961, with the description "Drive-In Restaurant Services", which continues to be
renewed through the end of December 2009. In the same year, on September 13,
1961, the company filed a logo trademark on an overlapping, double arched "M"
symbol.

The overlapping double arched "M" symbol logo was temporarily

disfavored by September 6, 1962, when a trademark was filed for a single arch,
shaped over many of the early McDonald's restaurants in the early years. Although
the "Golden Arches" appeared in various forms, the present form as a letter "M" did
not appear until November 18, 1968, when the company applied for a U.S. trademark.

The present corporation dates its founding to the opening of affranchised

restaurant by Ray Kroc, in Des Plaines, Illinois, on April 15, 1955, the ninth
McDonald's restaurant overall. Kroc later purchased the McDonald brothers' equity in
the company and led its worldwide expansion, and the company became listed on the
public stock markets in 1965. Kroc was also noted for aggressive business practices,
compelling the McDonald brothers to leave the fast-food industry.

The McDonald brothers and Kroc feuded over control of the business, as
documented in both Kroc's autobiography and in the McDonald brothers'
autobiography. The San Bernardino store was demolished in 1976 (or 1971,
according to Juan Pollo) and the site was sold to the Juan Pollo restaurant chain. It
now serves as headquarters for the Juan Pollo chain, as well as a McDonald's and
Route 66 museum. With the expansion of McDonald's into many international
markets, the company has become a symbol of globalization and the spread of the
American way of life. Its prominence has also made it a frequent topic of public
debates about obesity, corporate ethics and consumer responsibility.

2.3 OPERTAIONS ALL OVER THE WORLD

The growth of McDonald’s worldwide continues to astonish. In tough
financial times, McDonalds proved that ingenuity, trial and error, and gut instinct
were the keys to building a service business the entire world has come to admire.
 McDonald’s has been a trendsetter in advertising, focusing on different
demographics as well as the physically disabled. McDonald’s created McJobs, a
program that employs both mentally challenged adults and senior citizens. And
because their franchisees have their fingers on the pulse of the marketplace,
McDonald’s has evolved successfully with the health food revolution, launching
dozens of new products and moving towards environmentally safe packaging and
recyclable goods.

McDonalds first international expansion occurred in 1967 when the

company opened in Canada. The company’s international division was formed
shortly after in 1969 and has continuously grown since. Over the years, the
international section of the McDonald’s corporation has become increasingly more
important to the company’s overall success. As of this past year, non-US based
restaurants account for over half of the company’s $40 billion in revenues.

Even more critical than the number of sales to the company is the
number of profits of the overseas operations. Foreign restaurants now account for
about 60 of McDonald’s total profits. The difference between revenues and profits of
international operations is credited to McDonald’s immense market share in offshore
outlets. Currently, McDonald’s the market leader in 96% of the markets they do
business in around the world, and it is very common for McDonald’s to hold 50 of
fast-food market in foreign markets. Unlike the US competitors in the past have not
cut into McDonald’s market share as easily in foreign markets, although that is
beginning to change.

There are few reasons why McDonald’s not only choose to invest
overseas originally, but also continuously since. In the last ten years, almost 90 of
McDonald’s expansion occurred in countries other than the United States. In the 90’s
saw an increase in international units from 3600 in 1991 to more than 11000 by 1998,
largely in Japan, Canada, Germany, Great Britain, Australia, and France. The
numbers of international countries nearly doubled from 59 in 1991 to 114 in 1998.
2.4 How did the first McDonald's Logo Look?

The very first emblem of the network was the usual sign with the inscription
“McDonald's Famous Barbecue”. It lasted until 1953, but as soon as the company
stopped selling barbecue and switched to other styles of food, the name of the
restaurant turned into only one word, but they added the image of Speedy, a funny
cook with a round face like a hamburger, to a logo. Both the name and the whole look
of a chef indicated a super-fast service, one of the main features of all the restaurants
in this network. The bright pattern, painted on a blue and white canvas, perfectly
harmonized with the red McDonald's inscription, and the pleased look of Speedy gave
the visitors a feeling of irresistible happiness.

However, in 1961, Ray Krock, the famous restaurateur, became the

owner of the company. He decided to make a rebranding. So, a smart cook
disappeared from the emblem, giving his place to a completely different concept. The
creation of the new logo was conducted by Jim Schindler, head of construction and
engineering at McDonald's. He was the one who laid two golden arches on top of
each other, drew a line through them, wrote the brand name under it and combined
both elements in a white circle with a dark blue edging.

2.4.1Changes and Evolution of the McDonald's Log

The owner of the company was never truly satisfied with the McDonalds logo, so
over the next decades it had to go through a few cardinal changes. First, he combined
the arches in one letter “M” and erased the line passing through them. Thus, the
company name has already been included in the logo, so the need for a separate brand
name has disappeared by itself. However, the evolution of the McDonald's trademark
did not end there.
 Soon the logo was shaded, the lower part of the arches was made
noticeably thicker, and the middle point of “M” was slightly shortened so that it did
not lie in the same place as the outer edges. The design was completely flat and was
applied to a white background. In 1975, McDonald's created a new logo that saved its
shape, but changed its colour palette - it had a red background with a white name of
the restaurant. At the end of the last century, a dense black shadow was added to the
letter “M”, but soon a concise yellow inscription appeared in its place, and it still
exists.

Curiously, not all restaurant arches have a golden shade. Some cities
managed to change strict rules and add their vision of the famous logo. So, in Sedona
(Arizona) the turquoise “M” is used, contrasting with the picturesque nature and
original mountain landscapes and in Monterey (California) you can see completely
black arches, which, according to the city administration, look much more interesting
than traditional yellow ones. The corporate font, which the brand name was
written in, has also gone through a lot of changes. Initially, in the 40s and 50s, the
company used several script and typewritten italics, but over time it was limited to
the classic version of Helvetica. Since then, the name of the restaurant, present on all
McDonald's emblems, is written only in this way.

The last transformation of the brand logo took place in 2003, when the
arches were given a cylindrical shape, and a small shadow was again attached to the
letter “M”. Meantime, the slogan “I’m Lovin’ it” appeared in the McDonalds logo,
written in lowercase. The choice was made deliberately, because uppercase characters
gave the dictum a carefree and completely informal tone.

Today the restaurant logo is presented in two corporate colors - red and
yellow. The first is associated with the food industry, the second - recalls those
distant times when Stanley Meston painted the first Golden arch. It is believed that
this particular color duo, combined with stylish design and delicious food, helped
McDonald's win the love and recognition of a multimillion audience. As for the
current variation of the McDonald's trademark, it appeared relatively recently - in
2006. Its main distinguishing features are a concise design and a modest color
scheme, reminding the logos of earlier times.

As a conclusion, we want to note that the sense that many of us put in the fast-food
logo is fundamentally wrong. Most people believe that the restaurant logo resembles
2 slices of French fries, curved in the letter “M”. However, the company management
claims that this is not true at all, and any resemblance to your favorite treat is just a
coincidence. Is this true or just another advertising move? We, ordinary visitors of
this restaurant network, can only guess. The only thing that we can be absolutely sure
about, is that the golden arches of McDonalds can be seen in various parts of the
world, and no matter what unpleasant surprises the press presented to this brand, for
many it was, is and will be one of the favorite places for leisure.

2.5 INTERNATIONAL EXPANSION THROUGH FRANCHISING

Now that the international operations have been conveyed as an
increasingly important part of McDonald’s overall sales, it is vital to analyze how
McDonald’s entered into the foreign markets. McDonald’s entered into the
international markets utilizing three methods; franchising, joint ventures and
company owned outlets. Where McDonald’s had a choice, franchising was not only
favored, but it also dominated how the company expanded. Currently, 73% of all
McDonald’s restaurants across the globe are franchised. When entering into some of
the countries, McDonald’s had to abandon its philosophy of franchising and use the
other methods. For instance, when McDonald’s first entered into Mexico, the
government did not allow franchising from foreign countries.

To work around this, McDonald’s utilized company owned

restaurants to enter the market until the laws changed. In 1990, when the legislation
went through legalizing franchising, McDonald’s Corporation sold the company
owned outlets to franchisees. Similarly, joint ventures were used as an early entry
method where franchising was not feasible. Although this option was not
McDonald’s first priority, it was not a far second behind franchising, and the
company’s most prosperous international success to date stems from an initial joint
venture in Japan.

To grasp a better understanding of how important franchising was to

McDonald’s rapid international growth, the very concept of franchising must be
analyzed. McDonald’s restaurants have crossed international borders fairly easily
compared to other retail sectors and it is attributed directly to franchising. However,
the idea of franchising was not a new one to McDonald’s. In fact, McDonald’s
expansion in the United States began very early in the company’s first years utilizing
a method that was relatively new to the industry, franchising.

It was the fast-food industry, and McDonald’s specifically, that turned

franchising into a business model that would transform the retail economy of the
world. At the heart of a franchise arrangement is the desire by two parties to make
money while avoiding risk. The franchiser wants to expand an existing business
without spending its own funds. The franchisee wants to run a business without
going at it alone and risking everything on a new idea. One provides a brand name, a
business plan, expertise, and access to equipment and supplies. The other puts up the
money and does the work.

In the case of McDonald’s, they wanted an international presence

without the incredible risk associated with entering foreign countries and altering
eating habits. McDonald’s knew that entering into foreign markets would be very
difficult for an American fast-food company and needed the aid of local partners to
ease the transition. That is exactly what franchising allowed McDonald’s to
accomplish. By franchising, McDonald’s could be marketed as a local country
business instead of an American company strong-arming their way in. What they had
to offer was the fastest growing fast-food business in the world. Not to mention an
extensive supplier line, industry leading technology and a very prosperous business
history for anyone willing to accept the terms and pay the franchising fees.
2.6 FRANCHISEE IN INDIA

McDonald’s entered the Indian market in 1996 as a joint venture (JV) between
Oak Brook III. and 2 local partners – Hardcastle Restaurants Private Ltd. in
western India, and Connaught Plaza Restaurants Private Ltd. in northern India.

To enter a market where consuming beef is “off limits” was very challenging and
ambitious. McDonald’s objective was to be inspired by the culture of India and to
deliver the greatest of food experiences to the customers in India bringing in the
splice of life. They were aiming for to change the local perception of the new product
being “American” and remove the fear of unknown, where family “dining in” was a
custom for centuries. The management wanted to advertise McDonald’s as a
stimulator and advocate of family and culture values. The diversity in language and
communication is one of the greatest components of the culture. Until 2000,
McDonalds advertised their brand mainly by putting the main focus on the outlet
design and tailor-made food menu for the needs and desires of the diverse Indian
population.

McDonald’s entry into India was met with stiff opposition. Members of
the Hindu organization, the Bajrang Dal, the militant arm of one of the dominant
fundamentalist political parties in India, the Bhartiya Janata Party (BJP) openly
protested against the company by attacking its branches across India on May 4th,
2001. The members of the Bajrang Dal demolished the restaurant in Thane, a
northeastern Bombay suburb. In southern Bombay, a McDonald’s store was besieged
by protestors from the leading Bhartiya Janata Party, who shouted slogans and stained
the restaurant’s mascot with cow dung. SHIV SENA – another Hindu alliance also
threatened to protest outside the McDonald’s corporate office after reports of a
lawsuit being filed against McDonald’s in Seattle.

The biggest problem McDonald faced was during the launch of its product
in India was the public image it was carrying as an international food chain and not
matching Indian standards. There were concerns raised about how the burgers are
made in McDonalds.
 Offering the cheapest burger in the world was not easy. In India, McDonald’s
offered a menu that did not had any beef or pork items as well as special product
formulations for accommodating Indian culture and palate. Furthermore, all the
vegetarian products, even the mayonnaise in vegetable burgers, were egg-less and
100 vegetarians. Additions to the menu have been a regular feature of McDonald’s in
India. The company in India conducted regular qualitative as well as quantitative
studies, which tracked the target consumer lifestyle in India, a practice that had
followed internationally as well.

It was under these circumstances that McDonald’s India went about creating the
cold chain infrastructure for its restaurants in the country. As McDonald’s always
considers the quality of all its products to be of primary importance, it sets high
standards for its suppliers that are amongst the biggest in the food industry. World
over, McDonald’s always believed in development of close relationships with
suppliers, and this is precisely what it has done in India.

2.7 The environmental factors in India

As India being a very ancient country and one of the lands of the ancient river valley
civilizations, McDonald’s had to consider the cultural, economic and sociopolitical
factors in India. The Indian population is very diverse and complex as nation is split
between different communities, religions (e.g., Hinduism, Buddhism, Sikhism, Islam,
Jainism and Christianity), beliefs and value systems. All these factors play a
significant role in nations’ preference for food and dining in general.

80 of the entire population of India practice Hindu which forbids non-

vegetarian food (Indian Mirror, no date). Because of this, McDonald’s initially only
offered a vegetarian menu. Later they understood that this wasn’t the correct
approach. To honor the cultural differences between religions, the company
categorized the cooking tools as well as employees in vegetarian and non-vegetarian
category. The cultural factor had to be taken into consideration in such market, as any
omission can destroy the reputation globally which may limit the chances of business
expansion (Rappa, A., 2007). The change in menu came also because of competitors
like KFC, who entered the market first with non-vegetarian products.

McDonald’s formulated a suitable pricing strategy that can facilitate the high volume
of consumers, targeting mainly the lower and middle class. The majority of the Indian
population falls into this category.

2.8 PRODUCTS OF MCDONALDS IN INDIA

McAloo Tikki Burger Aloo Tikki is

undoubtedly a hot favourite in India.
Place a perfectly spiced potato-and-pea
one inside McDonald’s fluffy burger
buns, and you have a vegetarian’s dream
come true. This timeless burger, which
also has a sweet tomato mayo slathered
alongside fresh onion and tomato slices,
is a smash hit even with international
diners.
McSpicy Paneer Burger Paneer in a burger wasn’t a pairing that occurred to
many until the McSpicy Paneer was launched in 2009. Today, it’s one of the biggest
selling items on the McDonald’s India menu. The spicy bread-coated paneer fillet is
the hero here, offering the perfect combination of a crunchy exterior, soft interior,
packed with protein, and remarkable flavour.

McSpicy Chicken Burger

Crispy chicken patty gets a spicy
desi lift in this McDonald’s
bestseller. Its tender, juicy bite,
coupled with the creamy sauce,
make it a rich affair. Apart from
providing added crunch, the
shredded lettuce also makes for a
refreshing green sight. It’s indeed a
world of tastes and textures in just
one McDonald’s burger.
BIGSPICY CHICKEN WRAP & BIGSPICY PANEER WRAP

CHICKEN MAHARAJA MAC

The New Chicken Maharaja Mac is one of the tallest burgers innovated by
McDonald’s India and addresses the customers need for filling Ness. The chunky
juicy grilled chicken patty is filled with fresh and premium ingredients such as
jalapeño, onion, cheddar
cheese, tomatoes and
crunchy lettuce dressed
with the classical
Habanero sauce.
VEG MAHARAJA MAC

First time ever Veg Maharaja Mac prepared with Big Mac sesame seeds bun;
sandwiched with rich & crusty cheesy corn patty, topped with chunky vegetable-
cocktail sauce served with pungent jalapeño slices, red onion slices, cheddar cheese
slice & crisp iceberg lettuce.

FRENCH FRIES
Everyone knows what it’s like to eat at McDonald’s French fries. As soon as you pick
up the box, you get a whiff of that unmistakable frying oil scent reminiscent of drive-
thru windows and fast-food counters.

You grip that iconic red box with the famous arches on the front, holding a generous
handful of stiff golden sticks. Then you take the first bite and hear that satisfying
crunch through the crispy outer layer, with the salt so discernible you can feel it
leaping onto your tongue. And then the fluffy, soft inside: some magical combination
of potato that manages to taste a million times better than any fries you’ve had befo

2.9 McDonald's McCafé - The Rise of a new Coffee Chain

McDonald's coffee has always been on the #1 list for all coffee lovers when it comes
to cafes and fast-food chains. McCafé drinks are popular across the globe still taking
the worldwide audience by storm. The brand offers a huge line-up of McCafé drinks
including 8 different coffee blends. The chain boasts a wide representation in
different countries. It has venues in the United States, Europe, and South Africa.
McCafé can also be found in some Asian countries as well.

Although McCafé is a part of McDonald's chain, it operates as a separate branch and

independent brand. The company is relatively new if compared with other popular
chains like Starbucks, Costa Coffee or Tim Horton's. Established in 1993,
McDonald's McCafé decided to refuse from a traditional fast-food concept as well as
typical McDonalds menu drinks. It introduced a new type of modern coffee shops.
Not only they serve a variety of coffee beverages but also a selection of great bakery
and pastry offerings.
The main mission was to provide an advanced level of foodservices. It
was supposed to combine a cozy atmosphere, fast service, and tasty products. The
customers should feel there at home. The new concept had a huge success in addition
to sales growth and growing recognition of a new coffee chain.

McCafé Coffee Drinks and Menu

From the very start, McCafé offered a wide selection of mainly espresso-based coffee
drinks. The idea had a great success. It resulted in high revenues and sales growth. By
2003, the new branch generated 15% of the total McDonalds revenue. The new brand
was named the Biggest Chain in Australia and New Zealand the same year.

2.10 India’s Great Beverage Revolution

It’s been nearly ten years since something started brewing at McDonald’s… The
restaurant chain launched its first McCafé in Sobo Central Mall, Mumbai, in 2013.
Since then, McDonald’s has come a long way from being the best place to enjoy a
burger to one where its customers can enjoy the best coffee as well.

McDonald’s has been serving a variety of coffees since 1996. But the
concept of having a separate counter with a different look and feel, dedicated entirely
to coffee and its sweet accompaniments, happened much later. With the launch of
McCafé, McDonald’s—already a favourite place for great food—soon became a
favourite place for coffee as well.

Although India has always been a coffee-loving nation, it wasn’t till the last
couple of years that the specialty coffee industry began to develop. With the arrival of
various international coffee chains, taking the leap from South Indian filter coffee to a
cappuccino was just a sip away.

Over the years, the McDonald’s McCafé menu has evolved into a place where one
can enjoy a range of premium coffees. Having coffee at McCafé makes for a
memorable experience, thanks to the full-bodied flavour and enticing aroma of 100
fine Arabica beans, which are freshly ground to make each cup in a state-of-the-art
specialty coffee system.

The launch of the McCafé brand was a major step in McDonald’s beverage
growth strategy and was built on the success of its strongly brewed coffee. “We see
an opportunity to continue expanding our beverage platform and efforts to gain a
greater share of the very sizeable Indian beverage market,” Amit Jatia, Vice-
Chairman, Westlife Food world Ltd., the master franchise for McDonald’s in South
and West India, had said at the time of launching McCafé.

Today, there are about 274 McCafé’s (as on September 30, 2022) in South
and West India.

Before McCafé, McDonald’s restaurants had a limited beverage menu. Over time, the
coffees at McDonald’s have become more extensive with premium quality beverages
such as Cappuccino, Latte, Mocha, McCafé Americano, Strawberry Green Tea,
English Breakfast, Moroccan Mint Green Tea, Flat White, Hot Chocolate, McCafé
Iced Americano, and McCafé-Ice Coffee. The McDonald’s McCafé menu also has
Shakes and Coolers, which include the Kit Kat Frappe, Berry Lemonade Splash
Regular, Strawberry Chiller, Strawberry Shake, Green Apple Chiller, Lemon Chiller,
Chocolate Shake, American Mud Pie, Mango Smoothie, Mixed Berry Smoothie,
McCafé-Chocolate Frappe, and McCafé-Mocha Frappe.

2.11 PRODUCTS OF MCCAFE

ICE COFFEE
An icy blend of smoothened coffee beans and cool milk, which is to die for!

MANGO SMOOTHIE

Made with real Mango purée, milk and blended

ice.

MOCHA FRAPPE

Made with irresistibly rich chocolate

flavor and a hint of coffee blended with
ice, topped with whipped cream and a
chocolate drizzle.
CAPPUCCINO

A perfect blend of rich steamy milk

and freshly brewed coffee beans
topped off with milky white froth.

HOT CHOCOLATE

Sinful chocolate whisked with

silky steamed milk and topped
with an even sweeter touch of
chocolate.
2.12 CHALLANGES FACED BY MCDONALD’S

Major problem for McDonalds to enter the Indian market was Indian diversity,
religious and cultural constraints, environmental and animal activists opposed the
entry of fast-food chains, health concerns of the people, perception that McDonalds
was for rich people, poor transportation and storage infrastructure and lower quality
agricultural products. Presence of a fierce competitive fast-food market with huge
players like KFC, Pizza Hut etc. The most important problem was the ban on beef in
India and the majority population being vegetarian. One of the recent problems that
McDonald’s faced is closing of its 169 outlets in the North and East India because of
a protracted legal fight between the fast-food chain and its estranged partner Vikram
Bakshi.

To enter a market where consuming beef is “off limits” was very

challenging and ambitious. McDonald’s objective was to be inspired by the culture of
India and to deliver the greatest of food experiences to the customers in India
bringing in the splice of life. They were aiming for to change the local perception of
the new product being “American” and remove the fear of unknown, where family
“dining in” was a custom for centuries. The management wanted to advertise
McDonald’s as a stimulator and advocate of family and culture values. The diversity
in language and communication is one of the greatest components of the culture.
Until 2000, McDonalds advertised their brand mainly by putting the main focus on
the outlet design and tailor-made food menu for the needs and desires of the diverse
Indian population. McDonald’s entry into India was met with stiff opposition.
 Members of the Hindu organization, the Bajrang Dal, the militant arm
of one of the dominant fundamentalist political parties in India, the Bhartiya Janata
Part (BJP) openly protested against the company by attacking its branches across
India on May 4th, 2001. The members of the Bajrang Dal demolished the restaurant
in Thane, a north-eastern Bombay suburb. In southern Bombay, a McDonald’s store
was besieged by protestors from the leading Bhartiya Janata Party, who shouted
slogans and stained the restaurant’s mascot with cow dung. SHIV SENA – another
Hindu alliance also threatened to protest outside the McDonald’s corporate office
after reports of a lawsuit being filed against McDonald’s in Seattle.

The biggest problem McDonald faced was during the launch of its product in India
was the public image it was carrying as an international food chain and not matching
Indian standards. There were concerns raised about how the burgers are made in
McDonalds. Offering the cheapest burger in the world was not easy.

In India, McDonald’s offered a menu that did not had any beef or pork
items as well as special product formulations for accommodating Indian culture and
palate. Furthermore, all the vegetarian products, even the mayonnaise in vegetable
burgers, were egg-less and 100 vegetarians. Additions to the menu have been a
regular feature of McDonald’s in India. The company in India conducted regular
qualitative as well as quantitative studies, which tracked the target consumer lifestyle
in India, a practice that had followed internationally as well.

It was under these circumstances that McDonald’s India went about creating
the cold chain infrastructure for its restaurants in the country. As McDonald’s always
considers the quality of all its products to be of primary importance, it sets high
standards for its suppliers that are amongst the biggest in the food industry. World
over, McDonald’s always believed in development of close relationships with
suppliers, and this is precisely what it has done in India.

As India being a very ancient country and one of the lands of the ancient
river valley civilizations, McDonald’s had to consider the cultural, economic and
socio-political factors in India. The Indian population is very diverse and complex as
nation is split between different communities, religions (e.g., Hinduism, Buddhism,
Sikhism, Islam, Jainism and Christianity), beliefs and value systems. All these factors
play a significant role in nations’ preference for food and dining in general.

McDonald’s formulated a suitable pricing strategy that can facilitate the

high volume of consumers, targeting mainly the lower and middle class. The majority
of the Indian population falls into this category.

The market share in India is totally different from that of the USA. Here
the family dining concept works. This led to concept of breakfast combos. The
restaurant was also projected this as a fine dining restaurant. This became the USP of
McDonald’s in India. The television commercials of ‘Tho Aaj McDonald’s Ho Jaye’
and ‘McDonald’s Mein Hai Kuch Baat’ and the happy price menu is what attracts
Indian people to McDonald’s. The new advertising of Prices of the Yesteryears
attracted the teenager crowd too.

In order to capitalize on the highly price sensitive economy, and the Indian mentality
of liking anything that is foreign, McDonald’s strategy was market penetration and
the three circles strategy. This led to localization ND branding of the company. The
entry of almost all the international brands into India happened at the same time,
while others closed down due to various strategies. McDonald’s survived only due to
keen understanding of the Indian economy.

The massive and aggressive expansion strategies that McDonald’s took up

in India was with the sole objective of establishing its presence indelibly in the sub-
continent and to prove to the world that if anything can sell in India it can sell
anywhere. Today McDonald’s has become a household name and finds its kiosks in
almost many schools colleges and corporate. It can be said that there is no food court
without a McDonald’s and almost every.

Indian has tasted McDonald’s fast food. This is indeed a great

breakthrough for a very orthodox community that has very rigid and fixed eating
habits and traditionally very Indian.
 McDonald’s had to make it clear to the authorities that their products in
India neither contain beef nor pork in it. They had to suit their burgers to Indian taste
and Indian market which was a hyper price sensitive market. The introduction of
breakfast combos and budget meals made market penetration possible. “Aloo Tikki
Burger” was McDonald’s priced product in India. Their quick turnaround times made
new inroads into the fast-food industry. As providing value to the customer is the key,
price sensitivity studies are conducted before determining the pricing. The rate of
inflation is also reviewed. McDonald’s definition of value was far broader than of
most of the restaurants in its competition.

2.14 HOW DID MCDONALDS INDIA OVERCOME THEIR CALLENGES

The main cited reason for McDonald’s success is the quality standards they are
maintaining all over the world despite the locational constraints and customization.
Think Global Act Local strategy was adopted by the company to customize their
marketing strategies based on cultural, economic and socio-political factors in India.
Adaption and execution of this strategy made the company capable of adjusting their
products according to the preference of the local customers in India. Beef being an
integral part of the menu for McDonalds in the West it was difficult for the company
to formulate a menu without beef in India.

With lot of efforts the company offered a menu for India that did not have beef and
pork items. Added to this, all the vegetarian products, even the mayonnaise in
vegetable burgers, were egg-less and 100 vegetarians. To adapt to the cultural
differences between religions, the company classified the cooking tools and
employees for the vegetarian and non-vegetarian sections.

India being a very ancient country with a strong culture and customs
McDonald’s had to consider the cultural, economic and socio-political factors in
India. The country has six major religions namely Hinduism, Buddhism, Sikhism,
Islam, Jainism and Christianity with diverse beliefs and value systems. Religious
beliefs, customs and value system plays a significant role in the customer’s
preference for food and dining.
 The company’s menu customization for India was very clear that products
offered in India will not contain beef and pork. As the company has a strong
philosophy of being sensitive to the local food habits and cultural preferences, it was
in India for the first time in the world McDonald’s decided to abstain from serving
beef and pork products. A Major portion of the Indian menu was developed locally
with the help of franchisees ensuring complete segregation of the vegetarian and the
non-vegetarian products starting from food processing to customer service.

McDonald’s commitment to the Indian customer is evident from the fact

that the company uses local spices and chilies to develop special sauces and
mayonnaise which are particularly eggless. The cheese too is vegetarian, and the
company decided to give equal weightage to vegetarian and non-vegetarian products
in the menu. Non hydrogenated cooking oil was used as a medium for cooking.

The company’s introductory products were burgers, fries, vegetable

nuggets, beverages and nuggets. It was in 2001 the company came out with a unique
product for India which has the highest sales among all McDonald’s products the
Aloo Tikki burger. It was the effort of the Indian Research and Development Team
which put the aloo Tikki a traditional Indian food into a bun and created a trademark
product for McDonald’s the McAloo Tikki. Crafted specially for India, McAloo Tikki
continues to woo Indian hearts.

The company describes the product as a combination of a potato and peas patty with
special Indian spices coated with breadcrumbs, served with sweet tomato mayo, fresh
onions, tomatoes in a regular bun. This McAloo Tikki outsells every other
McDonald’s product in India. The success of the McAloo Tikki in India motivated
McDonald’s to introduce the product in the Middle East and in Singapore.

This is how McDonald’s re-engineered its operations in India to address the

local taste and the special requirements of vegetarians. McDonald’s further reinforced
the branded affordability mantra via the introduction of the Happy Price Menu which
starts at Rs. 25 only. The company also ensures vegetable products are kept separate
throughout the various stages of procurement, cooking and serving. The other
products in the product line are Filet-O-Fish, Chicken McGrill, McVeggie, Veg Pizza
McPuff and Chicken McNuggets. Chicken nuggets were introduced in 2008 and
McEgg was introduced in 2012. The company also serves Wraps, Fries, an
assortment of Sundaes, Soft Serve and refreshing beverages such as Ice Tea & Cold
coffee.

The continuous existence and expansion of McDonald’s in India shows its success in
a highly orthodox market with very rigid eating habits and traditionally very Indian.
The company introduced the concept of Family Dining restaurant especially for India.
McDonald’s survival in India is only due to the complete understanding of the Indian
economy.

2.15 Critical Success Strategies

As envisioned by the Founder Promoter of McDonald’s Ray Kroc in
1958. The company has reached greater heights than he expected. The reasons for the
company’s success are discussed as follows:

Product: The Company’s focus is on providing consumers with tasty and nutritious
quality food and beverages which can be consumed any time during the day and
night. Focus is on products which exactly suit the requirements of the consumers.

The company’s market research team is highly active and helps in

understanding the customers’ requirements and the change over time. The product
standards are global but still designed to suit the local customers. A high degree of
Glocalization is followed in India to develop a diversified Indianized product range
focussing more on the vegetarian products and the happy meal focussed for the
children.

Special sauces and local spices were used in products exclusively introduced in India
like the McAloo Tikki Burger and Pizza McPuff and these products gained a very
high level of popularity that they were exported to Middle East.
Price: In India a major percentage of the population belong to the middle-income
group. The success behind a food service restaurant is in positioning its products
affordable for the middle-income consumers and also to the affluent consumers.

This is the reason why McDonald’s classified its product range into two
categories in India namely the BA and the BCV. The BCV products include the
McVeggie and McChicken burgers that cost Rs.50 to Rs.60 which the affluent
consumers may prefer, and the BA products consists of McAloo Tikki and Chicken
McGrill burgers which cost Rs.20 to Rs.30 preferred by middle income consumers.
This has been done to satisfy consumers with different affordability and different
price perceptions.

Target Customers: McDonald’s values customer’s expectation at the core of all they
do. The commencement was at the point where the company wanted to change the
Indian customer’s perception about foreign goods and remove the discomfort, they
had about new products introduced.

The company wanted to position itself as fully Indian and as a company

promoting family values and culture. Indian customers have a high degree of Family
orientation. The emotional attachment is more towards the family and the children
and there is a very little focus towards individualism. Brands that identify and support
family values become popular and are easily accepted by the Indian customers.

McDonald’s rightly identified the emotional quotient of an Indian consumer and

positioned its products for the family and children. The company designed and
projected itself as a food service family restaurant barred smoking and alcohol and
the prime focus was children. The happy meals were targeted only for children and
small toys are given along with the meal. Happy Meal being an introductory product
even today is the most wanted one by children. These two strategies adopted by the
company were very successful in bringing in Consumer Delight for the Family and
Children.

Process: The Company educates the customers about the content of every product
and allows customers for extensive kitchen tours. The McDonald’s kitchen is
completely transparent. The whole process of frying and assembly is visible to the
consumers. This system introduced in India is the first in any market for McDonald’s.

The company has a particular system where a customer can register with the company
and can become a member of the Inspection Team. As a member the customer can
view and judge the quality and hygienic standards at McDonald’s. He is also expected
to check the ingredients used in food and submit a report. The company takes the
valuable feedback from the customers and brings in the necessary changes as and
when required but very promptly.
 CHAPTER 3
RESEARCH METHODOLOGY

3.1OBJECTIVES OF THE STUDY

The mandatory objective is to study financial analysis structure and to measure the
growth of the company. The study is mainly focused to determine the long-term
financial viability of McDonalds India.

 To know the Current Position.

 Reviewing the performance of a company over the period of 5 years.

 To estimate the earning capacity of the business concern.

 Knowing the success rate of the facility in achieving its goals and profits.

3.2SCOPE OF THE STUDY

 The study entitled “A study on financial analysis and its effectiveness on
companies’ performance with reference to McDonalds India”.

 The study is based on the financial position of the firm by using profit and
loss statement, cash flow statement, Balance sheet analysis will give the exact
picture of McDonalds performance all over India.

 The study helps us to conduct research in financial areas and it also helps us
for taking financial decisions in personal life.
3.3Research Questions

 To gather, present and analyze the financial information of McDonald’s for

the last 5 years in a form which can assist an investor to assess the overall
financial performance and prospects of the organization.

 To analyze strengths, Weakness, opportunities and threats which have resulted

from the current strategy and their impact on the company as a whole?

For the execution and completion of this project following questions were to be
answered.

1. Identify the sources from where the information will be gathered about
the topic i.e., which sources would be used to access the data and
information?

2. Which technical issues would arise and how to address them?

3. What mechanism should be followed in execution of the analysis?

3.4SOURCES OF SECONDARY DATA

 Company website

 Annual report

 Internet
  Company record

3.5 TOOLS USED FOR THE STUDY

 Trend analysis

3.6 REFERENCE PERIOD

The study is based on the last 5 years of data provided in balance sheet and income
statement.

3.7 LIMITATION OF THE STUDY

 The present report is based on the secondary data.

 Lack of primary data.

 The analysis is based on the anREVIEW OF LITERATURE

McDonald’s, the long-time leader in the fast-food wars, faced a crossroads in the
early 1990s. Domestically, sales and revenues were flattening as competitors
encroached on its domain. In addition to its traditional rivals—Burger King,
Wendy’s, and Taco Bell—the firm encountered new challenges. Sonic and Rally’s
competed using a back-to basics approach of quickly serving up burgers, just burgers,
for time-pressed consumers.

On the higher end, Olive Garden and Chili’s had become potent
competitors in the quick service field, taking dollars away from McDonald’s, which
was firmly entrenched in the fast-food arena and had not done anything with its
dinner menus to accommodate families looking for a more upscale dining experience.
While these competitive wars were being fought, McDonald’s was gathering flak
from environmentalists who decried all the litter and solid waste its restaurants
generated each day. To counter some of the criticism, McDonald is partnered with the
Environmental Défense Fund (EDF) to explore new ways to make its operations more
friendly to the environment.

Shikha Bhagat (2016), their study aims at assessing the customer satisfaction
level at Delhi (NCR Region) and determining the variables in fast food industry affect
the level of customer satisfaction. Authors have described that the important
determinants for satisfaction in fast food industry in Delhi NCR are taste, cost,
variety, and employee services.

Aymar Raduzzi et al. (2019), their research was aimed at assessing the drivers of
customer satisfaction and brand loyalty at McDonald’s Maroc, as well as
exploring the connection between the two. Authors have described their study
examine the effects on the promoting blend on customer loyalty and brand reliability
at McDonald’s restaurants in Morocco. This study explains the price, the quality of
food, the quality of service, the physical environment influences both customer
satisfaction and brand loyalty. This study also indicates that an interdependent
relationship is shared between satisfaction of consumer and brand loyalty.

Francisca Anddreani, et al. (2012), their study aimed to gauge the impact of
McDonald’s brand image on consumer loyalty and their satisfaction as a mediating
role. They used descriptive method and Partial Least Square approach to analyze the
study. Authors have described that the variables such as brand favorability, brand
power and brand individuality have a positively effect on consumer satisfaction. The
study reveals that effect of McDonald’s brand image on its loyalty to satisfaction as a
facilitator is only 58.4 percent, while other variables affect the remaining 41.6
percent.
Transportation and Logistics International (Tim O’ Connor): As part of that
contemporary strategy, McDonald’s is now testing self-order kiosks, digital menu
boards, phone apps and table service at restaurants. Increased visibility will also
enable the company to react more quickly to opportunities. It used to take 30 days to
create and execute a marketing plan, such as a buy-one get-one offer, around a local
event. But the integrated supply chain has made it possible
for McDonald’s to increase orders or even direct inventories to implement
promotions sooner. Logistics partnerships and tracking technologies allow McDonald
is to take the burden off its franchisees and assure reliable supply.

McDonalds and challenges of modern supply chain (Steve new 2015):

McDonald’s woes offer three lessons for others about supply-chain transparency:

Transparency needs a long game; reputational problems do not mend fast. Few firms
have faced such reputational challenges as McDonald’s. In the 1990’s, an ill-judged
legal case ,the Mc Libeltrial, saw the corporation acting against a tiny environmental
group in one of the longest civil cases in UK history, with terrible reputational
consequences

Global operations need consistent global standards. Despite the great strides that
McDonald’s has made in some markets, its progress and practices have not
been uniform. Last year McDonalds and other major food companies - were plunged
into a food safety scandal in China. This is a case of your Défense being as strong as
your weakest point. Bad headlines about foreign operations tell consumers, “This
company still can’t be trusted.”

Sometimes transparency has paradoxical consequences. It may be that McDonald’s

future lies in yet further reinvention of the brand. The Corner, one of its experiments,
is a “McCafé” that looks and feels nothing like a McDonald’s restaurant. But even
then, the provenance agenda is not going away.
Sustainable logistical operations: the case of McDonald’s biodiesel in Brazil ( Ma
uro Vivaldini,"Silvio R.I Pires),2016: This article aims to describe and discuss the
implementation of sustainable actions in a closed-loop fast-food supply chain using a
logistics services provider (LSP) through the practical case of the use of biodiesel in
McDonalds restaurant’ supply operations in Brazil. The research was designed and
conducted through a longitudinal case study approach and by selecting a
representative case, i.e., based on intentional criteria. The research findings suggest
that the current role of LSPs in the leadership and management of sustainable actions
in a client’s supply chain may be viewed as a significant competitive differential and
it may provide important contributions for companies seeking solutions to sustainable
actions related to supply chains, primarily in the fast-food retail industry.

McDonald’s: A Winner through Logistics: (Peter Ritchie)1990: McDonald’s, the

fast-food restaurant chain, is worldwide organisation. The logistics function
of McDonald’s family restaurants in Australia is detailed, being an adaptation of the
tested systems of the US McDonald’s operation to suit the geography and population
patterns of Australia.

Peter Marber 2004 “Globalization and its contents” The world's population is
currently more educated and intellectually capable than at any other time in history,
especially in Asia where mass public education has allowed billions of people to
become more productive and participate in the global economy as workers and
consumers. Similar trends can be observed in Eastern Europe and parts of Latin
America. This increase in human capital has resulted in historic highs in economic
output and financial assets per capita, with the United States, Western European
countries, Japan, and developing countries experiencing doubling in economic output
in shorter time periods compared to previous eras. Prior to the last two centuries,
poverty was the norm for almost everyone throughout recorded history. Economist
John Maynard Keynes explained in 1931 that until the beginning of the eighteenth
century, the standard of living for the average person living in civilized areas of the
world did not significantly change. There were occasional ups and downs, plagues,
famine, and war, but no significant progress. The slow progress was due to the lack of
technical advancements and insufficient capital accumulation. However, this began to
change in the early nineteenth century.

Dennis Hayes, George Ritzer 2017 “Beyond McDonaldization: A conversation” In

this chapter, the author describes several formal and informal conversations with
George Ritzer about his popular characterization of Weberian rationalization through
the analogy of McDonald's fast-food restaurants, which he named 'McDonaldization'.
Ritzer explains that the McDonaldization thesis is very clear and has been successful
due to McDonald's success. Despite facing declines at times, the concept continues to
thrive. The emergence of online universities and Massive Open Online Courses
(MOOCs) further highlight the characteristics of McDonaldization, and the rise of a
global internet makes mass McDonaldization more likely. McDonald's has also
successfully incorporated the concept of prosumers into its global operations.
However, universities in the UK with centralized control are more heavily influenced
by McDonaldization compared to American universities, which are saved to some
extent by their decentralization.
Daisy Mui Hung Kee, Siew Ling Ho, Yee Syuen Ho, Tze Wey Lee, HaoYu Ma,
Yuan Yin (2021) “Critical success factors in the fast-food industry: A case of
McDonald's” The goal of the study is to analyse what makes McDonald's
successful in the fast-food sector. McDonald's has grown operations into more than
100 nations as a well-known global brand, including Malaysia, China, and Japan. Its
main goal is to become the consumers' preferred dining establishment by emphasizing
the customer experience. We used a quantitative approach. Twenty staff and 100
consumers in total were polled. The outcome demonstrates that McDonald's success
in the fast-food sector is mostly due to its innovative and technological tactics, as well
as its workforce contentment, marketing plans, and consumer satisfaction levels.
Discussion and suggestions are provided.

Orley Ashenfelter “Comparing real wage rates” 2012 The real wage rate is a
measure of how much of a good an hour of work can buy, calculated by dividing the
nominal wage rate by the price of the good. This measure is important for
understanding workers' living standards and productivity. This paper explains the
concept of real wage rates, provides historical examples, and presents a preliminary
analysis of a decade-long project that examined the wages of McDonald's workers in
over 60 countries. The study shows that workers with the same skills and doing the
same job have wage rates that differ by as much as 10 to 1, and that these gaps
decreased between 2000 and 2007 but have not improved as much since the Great
Recession.
 CHAPTER 4
DATA ANALYSIS AND INTERPRETATION

4.1 MEANING:

Analysis and interpretation of financial statements are an attempt to determine the

significance and meaning of the financial statement data so that a forecast may be
made of the prospects for future earnings, ability to pay interest, debt maturities, both
current as well as long term, and profitability of sound dividend policy. The main
function of financial analysis is the pinpointing of the strength and weaknesses of a
business undertaking by regrouping and analysis of figures contained in financial
statements, by making comparisons of various components and by examining their
content. The analysis and interpretation of financial statements represent the last of
the four major steps of accounting.

4.2 Trend Analysis

Trend analysis is also an important part of the tools and techniques of financial
statement analysis. It is based on the underlying premise that what has happened in
the past indicates what will happen in the future. It may be defined as a mathematical
technique that uses historical data to forecast future outcomes. Trend Analysis may be
undertaken in respect of two organizations for the same period or an organization for
a different period. A trend is a series of information from the financial statements
analysed to arrive at meaningful conclusions. To know about the trend of financial
trend user need to use the tools of financial statement analysis.
4.3 BALANCE SHEET OF LAST FIVE YEARS

Particular MAR MAR 21 MAR 20 MAR 19 MAR 18

s 22
Equities And
Liabilities
Shareholder'
s Funds
Equity 31,19,00,00 31,16,00,000 31,13,00,000 31,12,00,000 31,12,00,000
Share 0
Capital
Total Share 31,19,00,00 31,16,00,000 31,13,00,000 31,12,00,000 31,12,00,000
Capital 0
Reserves 4,57,26,00, 4,54,90,00,00 4,51,90,00,00 4,45,10,00,00 4,49,83,00,00
And Surplus 000 0 0 0 0
Total 4,57,26,00, 4,54,90,00,00 4,51,90,00,00 4,45,10,00,00 4,49,83,00,00
Reserves 000 0 0 0 0
and Surplus
Total 4,88,45,00, 4,86,06,00,00 4,83,04,00,00 4,81,37,00,00 4,80,94,00,00
Shareholder 000 0 0 0 0
s’ Funds
Non-Current
Liabilities
Long Term 0.00 0.00 0.00 0.00 0.00
Borrowings
Deferred 0.00 0.00 0.00 0.00 0.00
Tax
Liabilities
[Net]
Other Long- 7,00,000 0.00 0.00 0.00 0.00
Term
Liabilities
Long Term 0.00 12,00,000 9,00,000 0.00 0.00
Provisions
Total Non- 7,00,000 12,00,000 9,00,000 0.00 0.00
Current
Liabilities
Current
Liabilities
Short Term 0.00 0.00 0.00 0.00 0.00
Borrowings
Trade 8,00,000 5,00,000 5,00,000 5,00,000 2,00,000
Payables
Other 0.00 0.00 0.00 0.00 2,00,000
Current
Liabilities
Short Term 0.00 0.00 0.00 0.00 0.00
Provisions
Total 8,00,000 5,00,000 5,00,000 5,00,000 4,00,000
Current
Liabilities
Total 4,88,60,00, 4,86,23,00,00 4,83,18,00,00 4,81,42,00,00 4,80,99,00,00
Capital and 000 0 0 0 0
Liabilities
Assets
Non-Current
Assets
Tangible 0.00 0.00 0.00 0.00 0.00
Assets
Intangible 6,00,000 0.00 0.00 1,00,000 1,00,000
Assets
Capital 0.00 0.00 0.00 0.00 0.00
Work-In-
Progress
Other Assets 0.00 0.00 0.00 0.00 0.00
Fixed Assets 6,00,000 0.00 0.00 1,00,000 1,00,000
Non-Current 0.00 0.00 0.00 4,70,08,00,00 4,70,08,00,00
Investments 0 0
Deferred 0.00 0.00 0.00 0.00 0.00
Tax Assets
[Net]
Long Term 0.00 0.00 0.00 2,00,000 5,00,000
Loans and
Advances
Other Non- 0.00 6,00,000 3,00,000 0.00 0.00
Current
Assets
Total Non- 6,00,000 6,00,000 3,00,000 4,70,11,00,00 4,70,14,00,00
Current 0 0
Assets
Current
Assets
Current 4,81,43,00, 4,79,48,00,00 4,77,30,00,00 5,86,00,000 5,10,00,000
Investments 000 0 0

Inventories 0.00 0.00 0.00 0.00 0.00

Trade 54,00,000 5,33,00,000 5,62,00,000 0.00 0.00
Receivables
Cash And 1,07,00,000 11,36,00,000 23,00,000 14,00,000 4,00,000
Cash
Equivalents
Short Term 5,51,00,000 0.00 0.00 4,00,000 11,00,000
Loans and
Advances
Other 0.00 0.00 0.00 5,27,00,000 5,60,00,000
current
assets
Total 4,88,54,00, 4,86,17,00,00 4,83,15,00,00 11,31,00,000 10,85,00,000
Current 000 0 0
Assets
Total Assets 4,88,60,00, 4,86,23,00,00 4,83,18,00,00 4,81,42,00,00 4,80,99,00,00
000 0 0 0 0
4.4TREND ANALYSIS OF BALANCE SHEET
4.4.1 TREND ANALYSIS OF BALANCE SHEET FOR THE YEAR 2018
Particulars IN (%)
EQUITIES AND LIABILITIES
SHAREHOLDER'S FUNDS
Equity Share Capital 100
Total Share Capital 100
Reserves And Surplus 100
Total Reserves and Surplus 100
Total Shareholders’ Funds 100
NON-CURRENT LIABILITIES
Long Term Borrowings 0
Deferred Tax Liabilities [Net] 0
Other Long-Term Liabilities 0
Long Term Provisions 0
Total Non-Current Liabilities 0
CURRENT LIABILITIES
Short Term Borrowings 0
Trade Payables 100
Other Current Liabilities 100
Short Term Provisions 0
TOTAL CURRENT LIABILITIES 100
TOTAL CAPITAL AND LIABILITIES 100
ASSETS
NON-CURRENT ASSETS
Tangible Assets 0
Intangible Assets 100
Capital Work-In-Progress 0
Other Assets 0
FIXED ASSETS 100
Non-Current Investments 100
Deferred Tax Assets [Net] 0
 Long Term Loans and Advances 100
Other Non-Current Assets 0
TOTAL NON-CURRENT ASSETS 100
CURRENT ASSETS
Current Investments 100
Inventories 0
Trade Receivables 0
Cash And Cash Equivalents 100
Short Term Loans and Advances 100
Other current assets 100
TOTAL CURRENT ASSETS 100
TOTAL ASSETS 100

Interpretation:
As 2018 of Balance sheet is taken as the base year in trend analysis where
its percentage remains 100 in every aspect of entries. Here both assets and equities&
liabilities remains same.
4.4.2 TREND ANALYSIS OF BALANCE SHEET FOR THE YEAR 2019
Particulars IN (%)
EQUITIES AND LIABILITIES
SHAREHOLDER'S FUNDS
Equity Share Capital 100
TOTAL SHARE CAPITAL 100
Reserves and Surplus 98.94849
TOTAL RESERVES AND SURPLUS 98.94849
TOTAL SHAREHOLDERS FUNDS 100.0894
NON-CURRENT LIABILITIES
Long Term Borrowings 0
Deferred Tax Liabilities [Net] 0
Other Long-Term Liabilities 0
Long Term Provisions 0
TOTAL NON-CURRENT LIABILITIES 0
CURRENT LIABILITIES
Short Term Borrowings 0
Trade Payables 250
Other Current Liabilities 0
Short Term Provisions 0
TOTAL CURRENT LIABILITIES 125
TOTAL CAPITAL AND LIABILITIES 100.0894
ASSETS
NON-CURRENT ASSETS
Tangible Assets 0
Intangible Assets 100
Capital Work-In-Progress 0
Other Assets 0
FIXED ASSETS 100
Non-Current Investments 100
Deferred Tax Assets [Net] 0
Long Term Loans and Advances 40
 Other Non-Current Assets 0
TOTAL NON-CURRENT ASSETS 99.99362
CURRENT ASSETS
Current Investments 114.902
Inventories 0
Trade Receivables 0
Cash And Cash Equivalents 350
Short Term Loans and Advances 36.36364
Other Current Assets 94.10714
TOTAL CURRENT ASSETS 104.2396
TOTAL ASSETS 100.0894

4.4.2.1 CHART SHOWING BALANCE SHEET FOR THE YEAR 2019

FY2019
SHAREHOLDERS FUNDS CAPITAL AND LIABILITIES ASSETS

2018 2019

SHAREHOLDERS FUNDS 10000.00% 10008.94% #FMT

CAPITAL AND LIABILITIES 10000.00% 10008.94% #FMT
ASSETS 10000.00%
10000.00% 10008.94%
10008.94% #FMT

10000.00% 10008.94%

10000.00% 10008.94%

Interpretation:
 In this chart we can clearly get understand in all three factor of
shareholders fund, assets and liabilities are increased
to(.0894%) in the year FY2019 as compared to the FY2018.
  As increase in shareholders’ funds is negative sign for the
investors of the company which leads dilution in there investing
factors here in the FY2019 the shareholders fund increased
slightly from 100 to 100.0894 (4,80,94,00,000 to 4,81,37,00,000)

4.4.3 TREND ANALYSIS OF BALANCE SHEET FOR THE YEAR 2020

Particulars IN (%)
EQUITIES AND LIABILITIES
SHAREHOLDER'S FUNDS
Equity Share Capital 100.0321

TOTAL SHARE CAPITAL 100.0321

Reserves and Surplus 100.4602

TOTAL RESERVES AND SURPLUS 100.4602

TOTAL SHAREHOLDERS FUNDS 100.4366

NON-CURRENT LIABILITIES
Long Term Borrowings 0

Deferred Tax Liabilities [Net] 0

Other Long-Term Liabilities 0

Long Term Provisions 0

TOTAL NON-CURRENT LIABILITIES 0

CURRENT LIABILITIES
Short Term Borrowings 0

Trade Payables 250

Other Current Liabilities 0

Short Term Provisions 0

TOTAL CURRENT LIABILITIES 125

TOTAL CAPITAL AND LIABILITIES 100.4553

ASSETS
NON-CURRENT ASSETS
Tangible Assets 0

Intangible Assets 0

Capital Work-In-Progress 0

Other Assets 0

FIXED ASSETS 0

Non-Current Investments 0

Deferred Tax Assets [Net] 0

Long Term Loans and Advances 0

Other Non-Current Assets 0

TOTAL NON-CURRENT ASSETS 0.006381

CURRENT ASSETS
Current Investments 9358.824

Inventories 0

Trade Receivables 0

Cash And Cash Equivalents 575

Short Term Loans and Advances 0

Other Current Assets 0

TOTAL CURRENT ASSETS 4452.995

TOTAL ASSETS 100.4553

5.2 SUGGESTIONS

 Focus on pricing factors which may not affect in future sales as McDonalds
are hiking their prices thrice a year.

 The company is not depending much on outsider’s fund which may affect
its functioning. Company should try to effectively utilise outsider’s fund.

 Have to utilise their fixed assets which will help them improve their
financial performance.

 Have to focus more on profits as the growth rate is declining year by year.

 Have to come up with effective strategies to attract the customers and

improve their financial performance.

 As overall revenue is not covering the expenses, they have to make sure to
reduce the expenses or gain the income.
5.3 CONCLUSION:

McDonalds’ India has been serving more than 27 years. It has

contributed much to the industrial development of the state and is providing
employment to thousands of people. Surviving neck-to-neck competition with its
rivalries, yet McDonald’s has managed to hold its fort down strong. It has come a
long way defeating all religious, political, environmental challenges and overcoming
the problems like introduction of vegetarian alternative menu, lack of resources and
infrastructure. The mission of McDonald’s is to provide for a delicious food for
everyone and to enjoy the meals in a peaceful environment. With its continuous
renovation, it has upgraded itself every year to become one of the most successful and
most loved fast-food chain in India. With its localization of menu at affordable prices
and standard quality, it has and will continue to retain its brand loyalty of customers.
It positioned itself with all the family and religious values while retaining the global
aspects. Over the last few years, the company has made an indelible mark in the food
chain industry.

The study conducted to measure the financial performance of the company has
observed that the financial position of the company in unsatisfactory, further
improvement must be made.

McDonald’s has come a long way and has already won a lot of
customers. It will continue to keep adapting to new trends and enter new markets to
expand its regime in the future.

*****
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