An average McDonalds customer will except a reasonably hot food which is in consumable state, without any foreign object (E.g. plasters etc) in it and to get it in reasonable time which is five minutes queuing.
If someone sales something to you, you are banding a contract and because of this everyone should know what a contract is and what right they have.
The basics needs of customers are the minimum needs which customer expects from a business. But businesses are obligated by law to give (consumers have legal rights which every business has to obey) bare minimum required to the customers.
But if the company exceeds their minimum needs this will make customer happy and they will return.
Every smart business will try to do this and McDonald’s directors and mangers are very smart people so they are also trying to do this.
Minimum needs of McDonald's customers.
- To get food which is in consumable condition.
- Customers will want their food to be delivered in reasonable time (this means that people should wait too long for their food) and condition (customer would want their food to be hot).
- To be in safe environment (premises of a business should be safe and should not in danger anyone’s life or health in any way).
These were the minimum things which consumer would except from McDonald's. But McDonald's always exceed our needs.
How does McDonalds exceed our needs? Or how it can? They will do this by giving us things, which law does not obligate them e.g.
- It can by having more staff so that people can get their food quickly.
- It can increase menu so that we have a bigger choice.
- Have more seats in their restaurants so that more people can seat.
- Have baby seats, happy meals for children etc.
- Have children’s corner and toys for them
- Etc.
These are the things which businesses offer to customers and they are not obligated to do so by law or anyone. Businesses do so to attract customers. McDonald's always has more promotion and offers more things than its main competitor Burger king and this are why McDonald's is more successful and ahs more customers.
Market share of McDonald's restaurant in UK.
Market share is a percentage share of the market held by one business (in this case McDonald’s) compare to average share of other businesses or alternatively the proportion of the total sales of product held by one brand.
Market share is an important indicator of how well business is doing relative to its competitors – if the market as whole is growing the business needs at least to maintain its share of this large market.
In UK McDonald's has a biggest share in fast food market.
Market segmentation
The family expenditure survey, social trends and regional trends are one of best sources of marketing information on consumers.
You can use them to find out what people have in an average home, how people spend their leisure time, and who does the jobs in the home.
An average McDonald’s customer is a 20-year-old student. If you go to McDonald's restaurant you will see people aged from 3 to 45 and 60 per cent of them will probably be less than 29 years of age.
The reason why older people do not visit McDonald’s is that they sell fast food, which is not very healthy and makes people fat.
Young people visit this McDonalds restaurant mostly because of these reasons:
- The food is cheap.
- The food tastes nice.
- The menu is nice (has a big choice not vast).
- And you get your food quickly and hot.
The McDonald's divides customer by their age. McDonald's probably conducted a market research in 2001 and from their research they saw that people over 45 hardly ever visit their restaurant so they made an advert TV campaign in hope to attract older people.
Their new Mc Choice TV campaign debuted when they first launched their new menu. The aim of this TV campaign is to promote their new menu and to attract older people but they or any other fast food restaurant will newer have big number of customers over 45 because older people watch what they eat they want to eat healthy food which is very low in calories and fast-food restaurants do not offer this, they may offer veggie burgers but no one who wants to eat healthy food will go in McDonalds to eat.
In their segmentation they will divide people in their age group, social group, geographical area and income group.
How customer service fits in McDonald's
Customer service director in UK McDonald's is Carmel Flathley, she is a “Human resources and training director inside”
External & Internal customers of McDonald's
Anyone who is involved in business (e.g. in McDonald's) in any way or has any influence on business or how it works is businesses stakeholder or a customer.
Internal customers
Internal customers of McDonald's restaurants are:
Employees and managers: This means all members of staff, temporary, seasonal, part time and full time. As an employee you will have different interest in business.
The employee’s main interest will be:
- The way the staff is treated.
- To give you interesting thing to do – which will match the job description?
- To support you if you want to improve yourself and study for more qualifications.
- Whether the business is secure – or likely to close down in any way.
- Employee will want employer to treat him fairly.
- To allow you time off when emergencies occur.
- To pay you sick pay and when taking a holiday.
- To comply with the law in health and safety and employment protection.
- The rates of pay.
- To employ managers that, will treat staff fair and with respect.
- To support you if you want to improve yourself and study for more qualifications.
- Employees will want to be paid fairly.
Managers have same expectations they will also want to be paid fairly, treated fairly and to have a job security.
External Customers
These are the people who come through your door to use your service, who you’re your products, or whatever. They are the best reason why an organisation exists. These include the general public, trade customers, and adults, children, the elderly, and teenagers, those with special needs i.e. (Disabled on wheelchair)
They are very important stakeholders in McDonald's because they are the one, which are buying the goods and services; they are bringing profits to the business.
They are most important to the business because they are bringing all the revenues to the business without them McDonald's or any other business could not survive.
Government: The government has interest in the McDonald's because it is a business, government charges tax to businesses.
Banks: McDonald's keep its money in the banks and because of this banks are customer (stakeholders) of McDonald's.
Suppliers: These are the people who deliver goods to the McDonald’s. McDonald's has its own transport service which deliver goods to their restaurants on the weekly basis. But the third party delivers the goods, which get delivered in their main warehouse.
Customer service is located in their head office. Carmel Flathley is customer service director as you can see on the organisation chart. UK department has its own customer service that is located (biggest part) in their head office.
Every organisation should have:
- Customer service.
- Human Resource department.
- Marketing department.
- Finance
- Administration
- Sales department
- Training
- Quality assurance
This is the organisational structure and responsibilities.
Customer service department is a very small department. It is smaller than most of departments.
In January 2002 I have contacted McDonald’s customer service (the phone number can be found at their website ) and asked them for a copy company report which I received two days afterwards.
When you want to contact McDonald's customer service you can do this by phoning them. Biggest and most important department one is marketing.
McDonald’s is a fast food restaurant and it really does not need big customer service. They sell food so if a customer finds something wrong with the product, which he buys, he/she will ask for exchange he will not try to contact customer service for replacement. Their customers in the businesses premises consume the goods that McDonald’s s sells so there is no big reason to have customer service inside every restaurant. But every business needs customer service and this is what employees inside McDonalds customer service do
- Answer phone calls made by the general public they can be about any thing like opening times, menus, location of nearest restaurants, general complaints
- Providing information to customers over the phone but they can also send emails to customers.
- They also deal with after sale service and any complaints.
- They send student packs for students.
- They also send information packs for investors.
- Customer service exists to satisfy customers as you could read in first 15 pages.
E2) An explanation using appropriate examples of how the organisation uses customer service to meet customer needs as well as strategic objectives (this should include an identification of skills and attribute).
Customers needs.
The basics needs of customers are the minimum needs which customer expects from a business. But businesses are obligated by law to give (consumers have legal rights which every business has to obey) bare minimum required to the customers.
But if the company exceeds their minimum needs this will make customer happy and they will return.
Every smart business will try to do this and McDonald’s directors and mangers are very smart people so they are also trying to do this. These are basic needs of customers but most of theses needs businesses have to have because law states so.
A place where they can seat and eat their food. Older people prefer to eat in a quiet place while younger people like to listen to the music while they are eating and this is why there is background music playing in Bromley McDonald’s because it is mostly visited by young people.
Toilets. People want (need) a toilet.
Fast service. Customers want to get their food quickly if this does not provide them than they will go someplace else where they will get fast service.
A restraint premises to be clean and have cooling during summer and heating during wintertime.
Customers except hot food. But they would not want very hot drinks as McDonald's discovered in past few years mostly in USA where it was sued by many people who got burned by their hot drinks some of them won and some lost any way this was very costly for McDonald's and will still be because if someone burns again they will probably sue the company. Company can’t stop serving hot drinks if they do this they would lose their customers.
Good after sale service (customer service).
Customers will also want that business complies with all laws and acts.
Customers will also need safe environment (premises of business).
Mission statement of McDonalds.
“McDonald’s vision is to be the UK’s best quick service restaurant experience.”
Customer service is very important for McDonalds because they care about their customers. McDonalds is very committed to their customers. They are about their safety, they treat them nice, offer good customer service, they have nice menu suitable for anyone except old people.
Customer service staff should be able to deal with after sale service.
After sale service involves: Dealing with complaints and dealing with technical queries. Customer service can deal with complaints and any queries.
McDonald’s customer service does not only meets minimum criteria but it also exceeds it by far more than required.
McDonalds customer service staff is located in their head office. If you were to go into a McDonald’s restaurant to complain they would give you a complaint form, which you have to fill in, or if you want you can see the manager.
The manager may not have the proper training to deal with the complaint professionally but he could be able to answer some enquires.
If any customer or a consumer has a problem they would have to inform this place
- High Road, East Finchley, London. The staff here are trained to deal: With
Any general enquiries, they are trained to deal with complaints over the phone, and Offer information’s and advice offer the phone.
McDonald's customer service staff is trained so that it can help people, there are very helpful if you require any information’s.
McDonalds could improve their customer service by having at least one customer service assistant in every restaurant this would be very helpful to their customers.
This is the only thing that is missing within McDonald’s customer service.
Training policy.
It is the aim of McDonald's to create learning environment which facilities the development of the highest level of skill among the employees. McDonald's training programmes have been designed to all employees to be proficient in their job and to be enable each employee to feel that they make a valuable contribution to the achievement of the company’s goal of 100 percent customer satisfaction, increased market share and increased profitability.
McDonald's is committed to the training and development of all its employees. Training is the foundation of the Company’s success and a vital means of improving the business. All employees receive an orientation, which is then closely followed by a structured development providing training in all areas of the business. This includes extremely recognised qualification in Health and Safety, food safety and first aid. All employees are also encouraged to show initiative in identifying their own training and development needs.
McDonald's in the UK was accredited with the prestigious Inventor in People (lip) Award in December 1998 and again in July 2000. This achievement confirms McDonald's position as one of the UK’s leading companies for training and development.
Staff Members Hourly paid staff members receive continuous on-the-job training, supplemented by video film and training and development.
On completion of their initial training, all staff members are eligible to receive a basic certificate in food hygiene, validated by the chartered institutes of environmental health.
Management and Development Programme. The management development programme for those aged 21 or over either graduated or individuals with some previous management experience, offers a direct route into restaurant management by following an intensive structured training programme.
E3) A concise and accurate account of how organisation has incorporated consumer protection into its customer service policy.
Every organisation or business has to comply with laws and acts which protects consumers if businesses fall to meet the standards they will not be allowed to operate they may be stopped by organisations like OFT (office of fair trading).
Businesses like McDonalds can also be stopped operating by their local borough for example McDonalds in Bromley can be stopped working by one of health and safety if he finds that the premises do not minimum standards (e.g. the food is kept in dirty place or premises are dangerous) needed he will immediately close the restaurant and fine the owner.
Businesses are scared of this no matter how big or small they are, and they all have to meet minimum what is accepted from them but most of them try to do more than expected (minimum).
McDonalds is a business that sells food and because of this it has to comply with many laws and acts i.e.
Motor-vehicle safety is regulated by the National Highway Traffic Safety Administration (NHTSA), which sets highway safety standards, investigates reported safety-related motor-vehicle defects, and enforces laws regarding the correction of such defects. NHTSA can require the recall of defective automobiles or automotive parts; in fact, since 1966 manufacturers have recalled more than 118 million vehicles.
McDonald’s origin is from USA (Illinois) and this was one example how each country has different laws. In UK “Office of Fair” Trading is a national organisation concerned with consumer protection. They give guidance on making a complaint to anyone who telephones their consumer information line on 0345224499.
Businesses which break one of the acts or laws would be fined and even closed. But if a business makes a damage (e.g. a consumer breaks a leg in business premises because the floor was wet and there was not a sing) to individual the business would have to pay damages to the person which suffered damages.
Customers are very important for McDonalds. McDonald's wants to gain respect and confidence of consumers, this can only be achieve trough good sale, quality of products and good after sale service
If you were to make a complaint to customer service your complaint would be dealt with all regulations and you would receive replay.
A consumer protection is the law which protects consumers (people) who are buying goods or a service from a business. Consumers have extra protection to stop them being ripped off. This has been developed for over 40 years.
Law may include: The Sales of Goods Act. Data Protection, etc.
All customers have a legal right to be protected from many thing i.e. dangerous goods, poor services, faulty goods etc.
All customers have certain legal rights when they enter, as a buyer, into a contract with the seller. However, it is important to note that in some cases a customer maybe dissatisfied and not be able to get compensation in law. This is because consumer protection laws cover basic customer requirements, but some aspects or services are not.
This therefore contains the actions of both manufacturers and sellers. There are a few main acts which control the sale of goods, these are the sales of good act, the consumer credit act, the trades description and the consumer protection.
The Sales of Good Act
This is probably the most important piece of legislation as far as the customer and the supplier are concerned. The main purpose of the act is to prevent buyers from being deceived into buying goods, which are not, fit to be sold. The sale of good act imposes three important conditions on goods that are offered for sale: -
- They must be of ‘Satisfactory Quality’ that is, they should be in good condition and have no known defects. For example, it is an offence under the act to sell as perfect a dress, which has a flaw in the material.
- Goods offered for sale must be fit for the purpose for which they are intended and have been sold. For example, it would be an offence under the act to sell a dish described – verbally or in writing - as suitable for microwave cooking if it is made of a material which warps when used in microwave.
- Goods must be as described. For example, a hair dryer described as s suitable for use throughout Europe must be fitted with an adapter which will enable it to be connected to electric sockets in Britain and continental European countries.
The Consumer Protection Act 1987
The consumer protection act was introduced to bring Britain in line with the rest of the European Union. It deals with two important aspects of consumer protection.
- The consumer protection act makes it an offence to supply goods, which do not meet general safety standards. For example, if you buy a food mixer and receive an electric shock when you switch it on, you can take legal action against the business, which supplied you, the mixer. The government has the power to prohibit the sales of goods, which are considered to be unsafe or dangerous.
- The consumer protection act makes it a criminal offence to give misleading price indications about goods and services. Goods which are effected at reduces prices in a sale, For example, must display the reduced price and the last price at which the goods were offered for sale and available to customers for at least 28 consecutive days in the previous six months.
Trade Description Act
The main purpose of this act is to prevent the false description of goods. Any seller who gives a false description of goods or supplies or offers to supply goods which, are falsely described is guilty of an offence. This includes:
- Selling goods, which are wrongly described by the manufacturer
- Implied goods
- Other aspects of the goods, including quantity, size composition etc.
Local trading standard officers investigate complaints under this act. In one case, Boots were fined £250 for selling a diet chocolate bar called shaper, which actually contained as many calories as an ordinary brand of chocolate.
The Consumer Credit Act 1974
The consumer credit act 1974 gives certain rights to people who buy goods or services on credit. It only covers credit for under £25,000. Businesses, which offer credit, must get a licence. To do so get information from the office of fair-trading. A consumer credit agreement must be written in writing. It must be signed by the creditor (lender and the debtor (burrower). The debtor must be given a copy. The agreement must show the APR (Annual Percentage Rate). The debtor (burrower) has the right to cancel the agreement if it was made away from the creditors (lender) trade premises. He has five days to do so.
E4) A thorough explanation of the techniques used by your chosen organisation to monitor and improve customer service.
McDonald’s customer service operates with quality service. But they could use few improvements not big ones but small ones.
There are few ways to complaint one of them is to fill in a complaint in a restaurant.
If you do this then it could take weeks or days depending from the complaint.
If you were to make complaint in Shirley McDonald's you would have to fill in compliant form (if they had one) this is how procedure would (could) work:
- You fill in the complaint form
- Manager of the restaurant looks at it makes at notes about the compliant, depending from the complaint. If it something like the floor was wet and there was no sing then he would send you letter apologising and saying that it would not happen again.
This procedure would take few days to a week depending from the circumstances like:
Depending from how many complaints has restaurant manager received.
Depending from the complaint if it is something that manager is not trained to deal with particular complaints or doesn’t know what to do he may ask help from head office or send the complaint to them.
Etc…
The easiest and best way to make compliant is to phone their customer service.
You will also receive fast replay.
This can be done by phoning 0870 241 3300 and say that you want to complaint.
If you make complain you will receive a replay within 5 to 10 working days.
Depending from nature of the complaint.
Techniques used by McDonalds.
If you make a complaint to their customer service they will send you letter apologising and the letter would contain free meals coupons or some kind of gift.
When I got my response letter from McDonald's I received a McDonald’s student card (student zone privilege card) that will be included in my report.
This card offers free cheeseburger with every meal. But I will probably never use it.
What McDonalds does is that it sends a small gift with every complaint response letter.
They hope that this will make customer a bit happier. This is their way of saying sorry. I think that their technique is very, very bad.
People will not feel happier if you send them coupons I think that if someone complains he should be apologised for inconveniences they suffered by a phone call not by a coupon.
E.g. if I fell down on a wet floor in one of McDonalds restaurants I would definitely complain I would not accept gift I would except apology from them.
If I was to receive some kind of coupon or discount card this would make very angry and I would never go to McDonalds again. I would except they apologise and explanation why was floor wet and I suffered an injury.
McDonald’s uses a mystery customer who complains to the customer service to find out how their customer really works. From this they are finding out if they need any improvements.
I think that McDonald’s customer service should have some minor improvements like:
.
- McDonald’s restaurants should have customer service desks.
- Customer service should employ more staff, because sometime when you phone customer service you have to wait more than 10 minutes and this is very frustrating.
These are the improvements that I think that McDonald's customer service needs to make. McDonald's customer service works to satisfy its customers.
Aside these improvements I think that McDonald's customer service works very nice and meets customer’s needs trough customer service.
That was the technique used when they reply to a customer complaint.
Now I will describe the techniques used (or could be used) to gather information and improve customer service quality.
- McDonalds conducts internal surveys on their customers. Fro this they can find out what their customers think about the company, customer service and the service which business offers.
- McDonald's gives training to its staff before they start working. This improves quality of their service because staff will be more helpful. Also McDonald's company gives incentives and rewards to restaurants, which perform well in satisfying customers. And McDonald’s restaurants each month has an employee of the month whom is rewarded. Employee of the month is an incentive to the McDonald’s customer service staff to perform well in hope that they will be rewarded this will also improve service quality.
- McDonald’s restaurants have complaint (comment) forms which anyone can take and fill-in. if customer fills in a complaint form complaining or giving a comment then manager of the restaurant where the complaint form was filled in would know what he needs o improve.
- McDonald’s customer service contacts customer with a letter after “the event”.
- If you were to compare McDonald’s service, restaurant surroundings, quality of the customer service to its competition like Burger King you would see a big difference between the two because McDonald’s offers much more than Burger King.
“McDonald’s is committed to the long-term relationship with a limited number o suppliers partners who share the company vision to the best. For suppliers this means investing with the confidence they will grow profitability with the McDonald's and be tread as partners in the business.
McDonald's suppliers follow the exacting standards of quality, value and cleanness set by the company. The most up to date and efficient food processing techniques are employed along with stringed quality assurance and food safety programmes. Great emphasis is place on traceability system for all products ingredients to enable controls to be exercised over every link in supply chain.
It is McDonald's preference wherever possible to purchase from suppliers in the UK, providing they can meet McDonald’s exacting product and hygiene standards, and are competitive. Suppliers are monitored in term of their environmental policies and the company only buys from suppliers who operate responsibly in accordance with government and EU regulation and guidelines.
McDonald's works closely with franchise, suppliers and its distributors to meet their commitments to quality, nutrition, hygiene and food safety.”
All this shows how much McDonald’s cares about its food quality and standards.
“McDonald's is committed to maintaining and developing the best food production in the fast food market. In order to deliver this, the company has made a number of other commitments to food safety, food quality and to nutrition ”
Food Standards
McDonald's first priority is always to halt and safety of customers.
The company believes that the food safety standards required by the law are only a minimum and the company continually seeks to go beyond this. Because of this belief, McDonalds has developed a food safety policy to help keep the focus on the company’s absolute commitment to food safety quality:
- All raw materials delivered to McDonald’s must be constantly produced to the hugest standards of hygiene and safety.
- Company system and procedures must be constantly updated to ensure the highest standards of food hygiene for all customers at all times.
- All staff receives proper supervision and training in food safety.
- The equipment used must be the most appropriate for the needs of each restaurant, and must be carefully maintained and carefully calibrated.
Food safety research
In March 1998, McDonald’s launched a new initiative to sponsor research grants in food safety.
The sponsorship is particularly aimed to supporting the work of researchers in the early stages of their independent researching careers, whom are working in the established UK based departments and institutions.
Food Quality
McDonald's is committed to serving hot, fresh, great tasting, great value food to all customers, every time that they visit restaurant.
McDonald's believes that food quality begins at the very first link in the supply chain, wherever this is a diary herds, lettuce seedling or the flour used in bunds. The company’s commitment in food quality and safety stretches back from restaurants to every link in supply chain.
McDonald's food is made from the basic commodities to food qualities: red and white meat, fish eggs, milk, grain and vegetables. All raw ingredients are produced to exacting specifications and the highest possible standards of quality and safety. The company will not use and ingredients unless it is clear exactly where it has come from and that it complies with all relevant regulations and McDonald's own standards.
Additives are only used to ensure that the high quality standards are maintained. Additives are removed or replaced wherever possible, as long as this does not compromise food safety or quality.
McDonald's has a highly trained team of assurance professionals, whose job include verifying the company supply chain trough audits and site visits. Theses employees also work with suppliers to maintain and develop product quality and to ensure that restaurants consistently serve hot, fresh food. Independent food safety auditors are also used.
McDonald's also has these policies:
- Nutrition policy.
- Genetically modified food policy.
- Animal welfare policy.
- New product development.
As you can see from this McDonald's has very high food quality standards this kind of things makes McDonalds outstand from anyone else. McDonald's cares about their customers and tries to give them service with high quality food and service.
This is why McDonald's is the world’s biggest and most successful fast food restaurant
McDonald's food Safety and Quality
Over the years, McDonald's has been a leader in setting and strictly enforcing high quality and safety standards-often exceeding those established by industry and governments. Quite simply, quality and safety are the most important items on our menu, so our customers can have confidence in McDonald's. We are aligned with world-class suppliers that share our high standards, and our restaurant staffs are equipped to deliver on them every day.
Food quality and safety
McDonald's Quality Assurance Board, along with the Global Safety and Security Department, provides strategic global leadership for all aspects of food quality and safety. Further, our quality assurance and supply chain, and safety specialists around the world, work with McDonald's suppliers to ensure compliance with our standards. We operate quality assurance labs around the world, where ongoing product reviews and enhancements take place. In addition, we work closely with our suppliers to encourage innovation, assure best practices and drive continuous improvement.
Further reinforcing our commitment to quality, we have been recognizing exceptional excellence among our suppliers since 1990 with the Sweeney Quality Award. This award was named in honour of a supplier who exemplified a commitment to our high standards. Clearly, our criteria for recognizing excellence has been validated by the fact that our Sweeney Quality Award winner in 1998-Sunny Fresh Foods, a supplier of egg products to the McDonald's System-won the prestigious Malcolm Baldrige National Quality Award the following year.
High standards also are essential to the operations of our restaurants. Proper food storage, handling and cooking practices are an integral part of our training materials, and a food safety checklist is used daily in our restaurants to validate that food safety standards and procedures are in place. In addition, our restaurants are inspected for safety compliance.
Safe fun for children
Parents can be confident that our Happy Meal toys and Play Places are safe. For years, we have been using state-of-the-art technology to scientifically analyze the safety of toys and other promotional items for the McDonald's System. We also have been working with the world's leading manufacturers and installers of fun and safe playground equipment and renowned safety consultants so that playtime at McDonald's meets our strict specifications.
Benchmarking.
(This information is from "Business vocational A level" book)
Benchmarking is a technique for comparing the performance of one organisation to another. If an organisation is to improve it must set its standards and monitor its progress. It needs a goal or target at which it can aim. In someone’s personal life it may be improving its (PB) personal best or trying to do better than someone else.
Benchmarking has few advantages and disadvantages.
These are one example of each:
Advantage.
Benchmarking can lead to improving quality and productivity.
Disadvantage.
Companies may not be willing to reveal secret of their success.
And badly performing companies can find matching best practises demoralising.
- Product- what added value is offered, what feature does it have as standard, what options are available, for example many manufactures reverse engineer (take them apart) their competitor’s products and then try to imitate and improve on each of its components which they consider best practice.
Now I will try to benchmark one of McDonald's products versus same Burger King Product. Burger king is one of McDonalds’s biggest competitors.
McDonald's French-fries V Burger King French-fries
McDonald’s large French fries cost £0.99 (from the Choice menu).
While Burger King large fries are priced at £1.29.
Both companies say that they use only potatoes without any flavouring to makes their French fries. So this should mean both types of fries should be identical but strangely when you eat the they seam to have a bit different taste this may mean that they use different types of potatoes but none of companies did not want say which type of potatoes they use (I phoned customer service if both companies and ask them)
Compared with Burger King, McDonald's fries offer value for money.
I have tried both McDonald’s and Burger King Fries and from this two McDonald's French fries have better taste.
McDonald's French fries offer value for money and have better taste than Burger King fries this mean that they are a better and win in benchmarking.
McDonald's is very strict when it comes to the quality of their goods; they only use goods (raw materials needed for product like potato for fries), which are of high quality.
As you could see at the middle of E4 that McDonald's has very high food standards. And if your raw materials are of high standard then the goods, which you produce with those materials, will be of high quality because they are made of high quality materials. And because McDonald's uses high quality potatoes their make of French fries is of a high quality.
McDonald's has training programmes for their staff so that they can work more efficiently and provide consumers with high quality service.
E5) Suggestions on how your chosen organisation might improve its customer service.
McDonalds should improve customer service in their restaurants.
If you go into any restaurant you will see that there is no customer service desk and there should definitely be one in every restaurant.
I.e. On Sunday 16/02/02 at 10:25 I came in McDonald’s restaurant in Shirley after 12 minutes of waiting I ordered chicken sandwich meal the person at the till told me “I’m sorry but we still serve breakfast we will stop at 10:30” and the time was 10:28 I said I will wait, so I went outside and came back after 5 minutes. After queuing for another 6 minutes I got to the till it was 10:42 (I looked at my watch because I had to be home at 11) and I ordered chicken sandwich meal and he said “I’m sorry but we still serve breakfast we will stop in maybe half an hour” and the time was 10:42 they should have stopped serving breakfast at 10:30.
I felt very angry because I waited 20 minutes for nothing I wanted to complain but there was no way to complain. I just went outside and visited next-door pizza shop.
I will definitely newer go to that restaurant…
These are the things, which McDonalds UK should improve:
- They have very poor customer care; they should open a small customer service desk in every restaurant. Restaurants in USA have something similar to this they have one person who deals only with complains they should have this in UK.
- Reduce queuing when it is very busy, they can do this by opening more checkouts.
- Big restaurants should have some parking spaces this will definitely bring them some more customers.
- They should also have cash machines outside restaurants so people can have easy access to their money.
- They should definitely change their advertisement and have more adverts this will bring them more people.
- They should have some kind of newsletter so that people can know what is new in the company and all special offers.
- They should do home delivery like pizza shops – this will benefit both consumer and the business people will buy more and business will gain more revenue.
- They should have one of those club card this will also benefit both consumers will be getting discount and business will get repeated business.
Overall I think that their customer service in head office is very good.
On the January16th 2002 I phoned the customer service and requested a student pack next day I received it. But when I phoned Ford I had to wait over a week and this showed me how good the customer service in McDonalds is.
To finish this report I have used:
AVCE Business Studies
Customer service book from college library.
Notes from class
McDonald's student pack 2001
UK head office of McDonalds:
The corporate affairs department.
McDonald’s restaurant limited
11 – 59 High Road
East Finchley
London
N2 8AW
Tel: 0870 241 3300
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