Back to Basics: McDonalds. Samie L. S. Ly Nadim Shamseddine Catherine Sumague Rachel Abourbih

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1 Back to Basics: McDonalds Samie L. S. Ly Nadim Shamseddine Catherine Sumague Rachel Abourbih

2 How can MCDONALD s refocus on their strengths while adapting to new consumer trends?

3 Recommendation Refocus on the basics Simplify the menu Focus on Quality Communica?ng value to customers Franchise Oriented Model ShiA business model to increase franchises Quality Control in the franchise Leverage Technology Create an Mobile Applica?on Present a Loyalty Program MCDONALD S FUTURE GROWTH WILL DEPEND ON A CUSTOMER ORIENTED STRATEGY

4 Recommendation Refocus on the basics Simplify the menu Focus on Quality Communica?ng value to customers COST: Franchise 300 Million Dollars Oriented Model ShiA business model to increase franchises Quality Control in the franchise 3 YEARS Plan INCREASE NET INCOME BY 6 Billion Dollars (26%) Leverage Technology Create an Mobile Applica?on Present a Loyalty Program MCDONALD S FUTURE GROWTH WILL DEPEND ON A CUSTOMER ORIENTED STRATEGY

5 Key Findings

6 KEY PILLARS THAT CREATES FLOW EFFICIENT Marke?ng Power, Purchasing Power, Efficiencies BRAND IDENTITY PRODUCT OFFERINGS Bloated Menu causes slower service Iden?fied with global health issues (Obesity, Heart) BRAND IDENTITY AND PRODUCT OFFERINGS NEED ATTENTION IN ORDER TO MAKE THE PROCESS FLOW

7 COMPETITIVE LANDSCAPE HIGH QUALITY Chipotle McDonalds SUBWAY HIGH PRICED Taco Shake Bell D. Shack Donuts McDonalds BK LOW PRICED LOW QUALITY POSITION YOURSELF AS A HIGHER QUALITY- LOW PRICED PLAYER

8 MCDONALD S CUSTOMERS Past Customer INFORMATION NOT EASILY ACCESSIBLE PAPER BASED WORLD Today s Customer CURIOUS & AWARE TECHNOLOGY ORIENTED FAST AND CONVENIENT WANT VARIETY yet CONVENIENCE CUSTOMERS PERSPECTIVE HAVE CHANGED, MCDONALDS NEEDS TO EVOLVE

9 MCDONALD S VALUE CHAIN Local Farmers Marke?ng Push Franchise Responsibility Voice, Feedback Suppliers McDonalds Partners Customers PRODUCT OFFERING CONTROL BRAND IMAGE CONTROL

10 RECONNECTING WITH YOUR CUSTOMER Understand customer behaviors through data collec?on Forecast product offerings Quality control of franchises through customer reviews Efficiencies of opera?ons from a distance Build a transparent marke?ng image with communica?on TECHNOLOGY IS A MUST FOR THE FUTURE GROWTH OF MCDONALDS

11 MOVING TOWARDS FRANCHISE MODEL Japan was affected by China s expired meat Brand Reputa?on Joint Venture partner in India accused of mismanagement Franchises facilitates collabora?on Group Based Strategy MCDONALD S MUST BUILD TOWARD A FRANCHISE MODEL TO DRIVE OPERATING GROWTH TOGETHER

12 STRATEGIC OVERVIEW Compe??on Partners Customers Posi?on yourself in the high quality- low priced Quality control with the franchises Technology demand forecast Be true to your iden?ty Strengthen your network structure Listen to your customer needs and adapt THESE ARE THE CORE ITEMS THAT WILL ENSURE SUCCESS.

13 Financial Analysis

14 FINANCIAL OVERVIEW Net Income You are losing customers. You have an iden?ty crisis MAIN MARKET Europe and US are the main markets. Refocus on gaining back the customer base. REVENUE CHANNELS Push towards a franchised model to reduce cost.

15 NET INCOME AND SALES GROWTH % 8% 6% 4% 2% 0% - 2% - 4% - 6% - 8% - 10% Net Income as a % of Sales Q/Q Sales Growth NET INCOME HAS BEEN STEADILY DECLINING, WHILE SALES ARE FLUCTUATING

16 Revenue is heavily concentrated in US and Europe US Europe APMEA Other Revenue by Region in $M CUSTOMER SATISFACTION IS CRITICAL IN ENSURING GROWTH

17 REVENUE CHANNELS Revenue 34% Company- operated Restaurants 66% Franchised Restaurants PUSH TOWARDS FRANCHISED MODEL TO FURTHER REDUCE COST

18 REVENUE STREAM IN % US Europe APMEA Other Company Operated Franchised EUROPE AND APMEA ARE CANDIDATES TO INCREASE FRANCHISED REVENUE CHANNELS

19 Alternatives

20 STRATEGIC POSITIONING ASSESSMENT IDENTITY CRISIS Fast food player Health food player Lots of skus REFOCUS ON THE BASICS! CHANGING PERCEPTIONS

21 STRATEGIC POSITIONING ASSESSMENT IDENTITY CRISIS Fast food player Adding healthy op?ons Lots of skus REFOCUS ON THE BASICS! Revamp menu Quality Low price Franchisee CHANGING PERCEPTIONS

22 STRATEGIC POSITIONING ASSESSMENT IDENTITY CRISIS Fast food player Health food player Lots of skus REFOCUS ON THE BASICS! Revamp menu Quality Low price Franchisee CHANGING PERCEPTIONS Millennials Price conscious customers Fierce compe??on REGAIN TRUST OF CLIENTELE IN ORDER TO GROW

23 OPTIONS Op?on 1: Move towards a gourmet customized menu Op?on 2: Move towards a healthy menu Op?on 3: Refocus on the basics & quality Value Proposi?on Reduced Reduced Increased Risk High High Low Brand Loyalty Low- Med Low- Med Increased Brand Equity Low- Med Low- Med Strong

24 OPTIONS Op?on 1: Move towards a gourmet customized menu Op?on 2: Move towards a healthy menu Op?on 3: Refocus on the basics & quality Value Proposi?on Reduced Reduced Increased Risk High High Low Brand Loyalty Low- Med Low- Med Increased Brand Equity Low- Med Low- Med Strong FOCUS ON WHAT YOU ARE GOOD AT!

25 OPTIONS Op?on 1: Move towards a gourmet customized menu Op?on 2: Move towards a healthy menu Op?on 3: Refocus on the basics & quality Value Proposi?on Reduced Reduced Increased Risk High High Low Brand Loyalty Low- Med Low- Med Increased Brand Equity Low- Med Low- Med Strong FOCUS ON WHAT YOU ARE GOOD AT!

26 RISK & MITIGATION STRATEGIES RISK MITIGATION CONTINGENCY End- user not convinced of reputa?on 3 rd party quality cer?fica?ons Use of technology via app + social media Health food industry con?nues to grow increasing compe??on Focus on quality & cleanliness via strong marke?ng campaign Open health chain under new banner Millennials not loyal Push McDonald s app Brand ambassadors

27 Recommendation Refocus on the basics Simplify the menu Focus on Quality Communica?ng value to customers Franchise Oriented Model ShiA business model to increase franchises Quality Control in the franchise Leverage Technology Create an Mobile Applica?on Present a Loyalty Program MCDONALD S FUTURE GROWTH WILL DEPEND ON A CUSTOMER ORIENTED STRATEGY

28 Action Plan

29 TIMELINE FOR SUCCESS SHORT TERM (0 1 YEAR) MEDIUM TERM (1 2 YEAR) LONG TERM (2 3 YEAR) Marke?ng campaign: videos, branding Reduce SKUs Quality suppliers / cer?fica?ons Increase franchisees Launch mobile app Pilot project for Healthy Banner

30 REFOCUS ON BASICS Supply Chain Communicate Value Local suppliers Quality products Decrease SKUs PATH TO SUCCESS STARTS WITH QUALITY INGREDIENTS

31 DECREASE PRODUCTS TO STREAMLINE OPERATIONS REMOVE RESULT Salads Angus Burger Premium Wrap Quarter Pounder Snack Wrap Chicken Sandwich Avocado, cheeses, signature sauces, caramelized onions, mushrooms, olives, fried egg, bacon, pickles FOCUS ON CUSTOMIZING TOPPINGS, NOT PRODUCTS!

32 CUSTOMER S PERCEPTION OF QUALITY Video Campaign Where is products sourced? Meet your local Farmer Transparency Branding Calorie count on all product offerings Third- party cer?fica?ons Cer?fica?on stamps Social media brand ambassadors REGAIN TRUST OF LOYAL CUSTOMERS BY FOCUSING ON QUALITY

33 UNDERSTAND YOUR TARGET SEGMENTS Families with young children KSFs: Fast, quality, cleanliness Quick and easy affordable meal Eg.: Meal aaer hockey prac?ce Millennials High school students Tech savvy, adventurous, on- the- go lifestyle Looking for quality 25 & Up KSFs: Fast, convenient, reliable Price conscious, nostalgic comfort food SEGMENT YOUR CUSTOMER TO MEET THEIR NEEDS

34 INCREASE FRANCHISE MODEL GEO SEGMENTS Europe Middle East Africa FOCUS Meet local needs Quality control Franchisee sa?sfac?on SHIFT IN BUSINESS MODEL REQUIRES EMPHASIS ON QUALITY CONTROL

35 FRANCHISE QUALITY CONTROL Monthly corporate inspectors ONLY HIGH QUALITY Secret FRANCHISEES customers CAN ACQUIRE FUTURE STORES Franchisee scorecard FRANCHISEES MUST MEET QUALITY STANDARDS ZERO TOLERANCE POLICY!

36 MOVE TO THE FUTURE THROUGH MCDONALDS APP Product customiza?on Improve efficiency Leverage Big Data à understand customers Loyalty Program Customer sa?sfac?on (surveys, reviews)

37 ORDERING EXPERIENCE THROUGH APP Customer registra?on (age, sex, loca?on) Choose one of 3 core products (QP, wrap, chicken) Choose from variety of toppings Set- up pick- up?me and loca?on Receive order number by Track order readiness Pick- up delicious, piping hot meal in no?me! Customer sa?sfac?on survey (free menu item/ 5 surveys) UNDERSTAND CUSTOMER BY LEVERAGING DATA COLLECTED THROUGH APP

38 LONG- TERM FOCUS: HEALTHY BANNER Pilot project Select 5 key markets in USA Test healthy menu op?ons Marke?ng campaign to educate customer and increase brand awareness EVOLVE WITH THE TIMES: ADAPT TO CHANGING MARKET NEEDS

39 Financial Projections

40 FINANCIAL OVERVIEW Net Income Net Income will increase by 26% in 3 Years REVENUE CHANNELS Revenue channels will be equalized EPS EPS will increase to 6$

41 REVENUE STREAM IN % US Europe APMEA Other Company Operated 2014 Franchised US Europe APMEA Other Company Operated 2018 Franchised 2018 OPERATIONAL SAVINGS WILL BE ACHIEVED BY ADJUSTING THE REVENUE STEAMS

42 REVENUE CHANNELS Company Operated Franchised OPERATIONAL SAVINGS WILL BE ACHIEVED BY ADJUSTING THE REVENUE STEAMS

43 NET INCOME WILL INCREASE BY 26% BY Revenues in $M Opera?ng Expenses in % Opera?ng income in $M Interest and Tax Exp. In $M Addi?onal Investments in $M Net Income in $M INVESTMENTS ARE CRITICAL TO WIN BACK CUSTOMER TRUST AND IMPROVE NET INCOME

44 RECOMMENDATION Refocus on the basics Simplify the menu Focus on Quality Communica?ng value to customers Franchise Oriented Model ShiA business model to increase franchises Quality Control in the franchise Leverage Technology Create an Mobile Applica?on Present a Loyalty Program MCDONALD S FUTURE GROWTH WILL DEPEND ON A CUSTOMER ORIENTED STRATEGY

45 Thank you! Questions and Answers

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