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GAP Model On Mac Donald's: Presented by Group No: 3

The document summarizes McDonald's business model and growth over time using a GAP model analysis of their service. It discusses 4 key GAPs: 1) Not knowing customer expectations, 2) Poor service design and lack of standards, 3) Inability to deliver services to standards due to issues like staffing, and 4) Not matching performance to promises made through marketing. For each GAP, it identifies reasons for the issues and provides recommendations to close the GAP, such as improving market research, setting clear service standards, better staff training, and aligning marketing promises with operational capabilities.

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Dipesh Kotecha
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416 views20 pages

GAP Model On Mac Donald's: Presented by Group No: 3

The document summarizes McDonald's business model and growth over time using a GAP model analysis of their service. It discusses 4 key GAPs: 1) Not knowing customer expectations, 2) Poor service design and lack of standards, 3) Inability to deliver services to standards due to issues like staffing, and 4) Not matching performance to promises made through marketing. For each GAP, it identifies reasons for the issues and provides recommendations to close the GAP, such as improving market research, setting clear service standards, better staff training, and aligning marketing promises with operational capabilities.

Uploaded by

Dipesh Kotecha
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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GAP Model on Mac Donald’s

Presented by Group No: 3


Aparna Kanchugar-14
Dipesh Kotecha-15
Vijay Kumar Madanu-17
Vaibhav Mahadik-18
Bhabani S Maiti-19
McDonald’: Behind The Golden Arches

 Year Events
 1955 Ray Kroc opens his first restaurant in US. McDonald’s
Corporation is created .
 1957 Quality, Service, Cleanliness and Value (QSC & V)
becomes company motto .
 1963 Ronald McDonald makes debut .
 1965 The company goes public .
 1968 Big Mac is introduced` .
 1974 Happy Meal is launched .
 1996 McDonald’s opens in India, the 95th country .
McDonald’: Business Model

 Franchise Model – Only 15% of the total number of


restaurants are owned by the Company. The remaining 85% is
operated by franchises. The company follows a
comprehensive framework of training and monitoring of its
franchises to ensure that they adhere to the Quality, Service,
Cleanliness and Value propositions offered by the company to
its customers.
 Product Consistency – By developing a sophisticated supplier
networked operation and distribution system, the company
has been able to achieve consistent product taste and quality
across geographies
McDonald’: Business Model

Act like a retailer and think like a brand –

 McDonald’s focuses not only on delivering sales for the


immediate present, but also protecting its long term brand
reputation.
Objective and Methodology Used

 Objective : Study service GAP Analysis of Mac


Donald’s chain of Restaurants

 Methodology: We have noted responses from 20


customers of Mac Donald’s and have taken the tour of
the restaurant and tried to understand their mechanism
of QC , fast and service abilities.
SERVQUAL MODEL
GAP: 1, Not Knowing what customers Expect.

Reasons:
Customers Expectation
 In adequate market
research
 Lack of Feedback
mechanism
 Inappropriate CRM
 Inadequate service
recovery
 Mc Donald food is
responsible for
obesity
Important Attributes

Willingness to Help and Serve

Politeness
Dislike in Mac Donald’s
Closing Gap-1
 Introduce the quick service counters

 Increase No of Franchisees , at least in Metros.

 Increase the no of Drive through outlets and in


accessible locations.

 Increase direct interactions between managers and


customers.

 Improve feed back mechanism Communication.

 Major menu diversification to accommodate more


healthy foods
GAP 2:Service Design and Standards.
 Poor Service Design

 Absence of customer orientation Standards

 Inappropriate Physical Evidences and Service scope.

 Time to Place order

 Time taken to deliver ordered food

 Quality Food (service Quality Goals)

 Tangible Evidences

 Cluttered menu , confusion in combo prices

 Mismatch in order.
Time To Place Order < 3 Mins Time for delivery < 2 Mins
Closing Gap-2.

 Increase the No of Cash counters during the peak service.

 Devise a simple not cluttered menu card

 Have More established and proper mechanism to avoid order mismatch.

 Be receptive to new ways to deliver service Quality.

 Let the consistency not alter in weight or size.

 Set customer oriented service standards.


Gap-3 : Delivering Services to desired standards

Reasons

 Service
 Channel Conflicts
 Role Conflicts
 Recruitment
 Staff Behaviour
 HR Policies
 Training
 salary
 Quality Control
 Fail to Match Supply and Demand
(seating spaces and table
clearances)
Good Quality Service
Closing Gap-3
 Improvise on the sizes of seating areas
 Increase the strength of the staff for monitoring customer
services
 Increase the service men to clear the tables
 Services roles be clearly defined.(if need be provide
differentiated uniform for each role)
 Recruitment be based on the merit of customer orientation
 Develop, train and empower employees
 Raise the compensation brackets of the employees
 Reward them on every occasion of desired outcome to keep the
motivation going strong.
• Reward managers and employees.
Gap-4 Not Matching Performance to Promise

Reasons
 Lack of Integrated service
Marketing Communication.

 Overpromising.

 Communication between
marketing /Sales & Operation
teams
Operating hours

Overpromising through promotions


Closing Gap-4
 Advise that the store be opened for breakfast.

 Can have more customized menu.

 Clutters in communications be eliminated.

 Build a system for Communications between sales,


operations and customers.
THANK YOU

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