The Brand Trust Report India Study 2011
Excerpts "On Trust"

 

Amit Jatia - Vice Chairman (West & South), McDonald's India "On Trust"

McDonald's promise to serve highest quality product in a clean environment at affordable price has paid off very well as it has created an element of trust among the customers. With a high degree of respect for the local culture, it has developed a vegetarian menu especially for India and does not offer any beef and pork items.

When McDonald's entered India, customers were not certain of what to expect in terms of price and were wary of consistent quality and service standards. There was also a lack of efficient supply chain, but over a period of time things have has changed due to continuous efforts from the brand.

McDonald's works a three legged stool model. The three legs here are the owner, operator and partners. If anyone falls short than the brand loses its essence and would not be able to achieve its objective.

McDonald's is characterized by a commitment to be driven by the leadership of local owners. The brand also hires local personnel for all positions within the restaurants. In true sense, brand McDonald’s is owned by the people operating it and associated with it - its employees, its suppliers and of course the most important, its customers.