McDonald's GAP Analysis

GAP Model on McDonald¶ d¶ss Presented By: Anand K. Gaik wad. Guru Naidu Potala. Vinay Lalchari. Priyank a B. Sarath G. K.

Objective Obj ective & Methodology Used. Objective: To do a GAP analysis of McDonald¶s. Objective: Methodology: We took the responses respon ses from 20 customer and also personally person ally visited the restaurant and took the ³Restaurant ³Restau rant Tour´ Tour´ and tried to understand the mantra for their quality control and fast service abilities.

GAP 1: Not Knowing Know ing What Customers Customers Expect.

Reasons: 

Inadequate

Market

Research. 



y y

Lack of Upward Communication.

y y

Insufficient

Relationship Focus. 

y

Inadequate

Recovery.

Service

y y y

Fast

Service. Hygiene Food. Fun Place for Kids. Parking. Cleanliness of the Store. Empathy. Drive Through. Location.

Important Attrib Attributes Most Important

Very i m portant

9

Important

Less i mportant

9

Unim portant

9

9

8

8 8

6 5

5

5

5 5

5

4

4

4

3

3

3

1 0 Affordble Pr ic ice

3 3 1

1

Parking Facility

Fun

Cleanliness of   Store

Quality Food

Fast

Service

Place For Ki Kids

Hygiene Food

Politeness

Willingness to Help and Solve Query. Fr eq eq ue uency

1 1

0

Fr eq equency

Percenta ge ge

Percentage

50 45

45

0

4

5 10

10

9 5

Strongly Agree

0 0

So e at Agree

 Neutral

So e at disagree

Strongly Disagree

5

9 1

Strongly Agree

So e at Agree

 Neutral

0 0

So e at disagree

0 0

Strongly Disagree

Dislike in McDonald's Fr eq equency

Per ce centage

35 25

25 15

7 5 5 3 ocation ong Q  No Home delivery

Self Service

Closing GAP 1: y

Increase

the number of franchises in cities (at least in

Metros.) y

Introduce

the drive through outlets at meaningful locations and in more meaningful way.

GAP 2: Service Design and Standards. Reasons: y y y

y

Poor Service Design. Absence of customer  Driven Standards. Inappropriate Physical Evidences and Servicescape.

y

y y y y

Time to Get Ordered ood.( Vague Service Se rvice Food.(V Design) Quality of  Food.(Service Quality Goals) Tangible Evidences. Price. Time to Place Order. Mismatch in Order.

Time to Place Order < 3 Mins. Freq ue uency

Time for Delivery < 2 Mins.

Percenta ge ge Fr eq equency

40

50

35 10 9

5

Somewhat Agree

7 0

2 Strongly Agree

1

 Neutral

0

Somewhat disagree

Mismatch in Order Freq ue uency

10

10

Strongly Agree

Somewhat Agree

0

 Neutral

Strongly Agree Somewhat Agree

Per ce centage

35 25

5 3

1

Closing GAP 2:

25 15

7

5

 Neutral Somewhat disagree Strongly Disagree

Increase

Strongly Disagree

Dislike in McDonald's

Percenta ge ge

15

13 3

1

Somewhat disagree

Strongly Disagree

Frequency

15

y

5

2

65

y

Percenta ge ge

45

5 3

Location

Long Q

 No Home delivery

Self Service

the number of cash counters in peak hours. hou rs.

Have more established and proper system to avoid delivery mismatch.

GAP 3: Delivering Service Design to Standards. Reasons: y

Staff Behavior Beha vior..

y

HR Policies.

y

Role Conflicts.

y

Service

y

Training.

y

Intermediaries.

y

Channel Conflicts.

y

Fail

y

Quality Control.

y

Supply=Demand

y

Recruitment.

y

Salary.

to Match Supply and Demand.

Good Quality Frequ requeency

Perce rcentage age

50

25 20 5

5

10 1

0 4

Strongly Agree Somewhat Agree

0  Neutral Somewhat disagree Strongly Disagree

Closing GAP 3: y

y

Increase

the salary of employees.

Have a better recruitment policy for crew members.

Perfor mance to GAP 4: Not Matching Performance Promise. Reasons: Lack of Integrated Service Marketing Communication. Overpromising. Communication  between Sales and Operations. y

y y

Promotions and Advertisements. ³ Aap ke Jamane Main Baap ke Jamane ke  Daam«..!!!´ ³Happy Meal´ ³Kite Meal´ ³Shrek ³Shrek Meal´ Same Policies and Procedure Menu. Operating Hours. y

y

y y

Time to open Fr eq equency

25 5

50

20 4

Per ce centage

5

10

0

1

0

7 am to 10 pm am to 10 pm  Neutral/ 10 am 11 am to 11 pm to 10 pm

others

Promtion

No Overpromising through Advertising Frequ requeency

Frequ requeency

Perce rcentage age

65

Perce rcentage age

55

15 3 Strongly Agree

11

Somewhat Agree

35 13

20 4 Neutr al al

1

5

Somewhat disagree

1

7

5

Strongly Disagree

Yes  No

Closing GAP 4: Can open store for the breakfast. Can have more customized menu through Happy Meal. y y

Customer GAP: y

100 90 80 70

95 % customer did not had any bad experience in McDonald¶s.

60 50

No

40

Yes

30 20 10 0 Frequency Percentage Bad Experience

y

1 customer had a bad experience and that was mismatch in order.

Than Th ank k You You«. «.!!! !!! Q &A