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Services Marketing, 2nd Edition by K. Mohana Rao

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Case 3

McDonald's in India*

McDonald's is a leading international fast food restaurant chain with 30,000 restaurants spread across the globe. In India, it launched its operations in 1996 with two stores. In 2003, it had 54 restaurants with a daily inflow of 500,000 customers. It planned to add 15 more outlets by the end of 2004. As per the Informal Eating Out (IEO) survey involving the survey of branded food chains in India, conducted by A. C. Nielsen, McDonald's was found to be the leader in fast food chains. Many factors can be attributed to the success of McDonald's Indian operations.

First, McDonald's has focused on products and changed its menu to suit the tastes of Indian consumers. It launched India-specific items including McVeggie™ burger, ...

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