McDonalds PVR Priya New Delhi-16 Retail Overview

Being a frequent customer and having done research into McDonalds operations, the next best thing was to undertake a study on their retail store. With the advent of Burger King and other major retailers into India lets understand whats made McDonalds click with the masses.

Store Location: Its situated right in the front lane at PVR Priya arcade, one of the busiest shopping and weekend destinations in South Delhi. Ideally located at the centre of South Delhi, 5Km from Green park and central to most schools and colleges like DPS, Army School RK Puram (6 Km). IIFT, Fore and IMI Delhi (3 Km). Thereby it attracts a wide audience in form of families, youth and the usual cinema going folk

First Look: From outside one can view the order desk of McDonalds where the queue for ordering is visible. It gives an idea as to how much time it would take for the order to get processed. Also the shop is lined with pricing and menu details which is visible from outside thus attracting prospective customers. The Logo is simplistic and easy to understand and gets recognition from majority of the population.

Internals: The first thing one notices when they walk into the McDonalds store is the efficiency of utilisation of space to provide maximum number of counters in the minimal space possible. Being a QSR, the menu is displayed in

big, right behind the counter so that customers can decide while waiting in queue and speedup the ordering process. The store is divided into two floors, ground floor houses the kitchen and the order desk while the dining area is located in the first floor.

Display and Menu: The Menu being displayed behind the counter had new offerings like Big Spicy wraps in Large Font so that they get noticed easily, the display above the counter is posted with pictures along with the name of the burger/side dish to enable customers to understand the product. Besides this softserve ice-cream, coffee and other beverages are displayed to the side to provide a separate position. Toys for kids and with which menu they can be obtained are displayed in a showcase next to the order counter to entice kids. Menu is divided into Breakfast, Happy hour, Meals, beverages and ice-creams. Seating: The seating is with the mind of maximizing number of seats in the restricted area and hence are very congested. Total seating capacity is of 60 people in a 1500sq.ftarea, along with stacking and storing space. Lighting: The lighting of the store is ambient and in ceiling and utilizes regular cfl bulbs. Coverage is less than optimum with some areas appearing dark in comparison. Daily Footfall: During the operation hours of 7AM to 1PM the footfall is quite varied with maximum between the 6 to 11 bracket, average daily footfall is close to 1000-1500 on a weekday and 2500 on weekends. The conversion ratio is close to 100% as most people entering have an intent to buy. Revenue: With an average revenue per customer of 100-150 rupees, the daily revenue can be estimated somewhere to the tune of 2-4lakhs. (No information provided by the store as to their earnings). Kitchen layout: It is in following with McDonalds new kitchen layout and is as per design for all McDonalds restaurants.

Suggestions: 1. The store is not in tune with other McDonald retail outlets and appears congested according to customers and needs to reorganize space and/or have better lighting and some music to lighten moods, even the televisions installed are in worse for wear. 2. Ronald McDonald seats are missing from outside the store, which is a major let down in an area like pvr Priya complex where more such figurines can help garner audience. 3. The seating needs to be lined along the wall to maximize utilization of space and decongest walking areas, the wooden small fixed seats need to be eliminated as no one uses them due to space constraints. Overall a complete restructuring needs to be done of the first floor as most customers at this outlet are now shifting towards takeaway. Partially due to rush and partially due to ambience not being up to mark. 3. There are frequent complaints of wrong burger being given to customers due to cross- handling of orders and this needs to be eliminated. 4. The takeaway window and part of the first floor is nearly covered due to the police barricades and the small magazine stores besides the road, there needs to be big posters on the first floor wall to let the customers know about McDonalds from the main road.