McDonald'sA new breed of consumers in India – young, increasingly wealthy and willing to spend on everything from mobile phones to French Fries – has been growing. It is an era of Global Indians and what better than a brand which is known for Glocalisation. Golden arches are a worldwide known symbol and McDonald’s is one of the top 10 brands in the globe as per the recent Interbrand survey.
McDonald’s entered India way back in 2006 with its first restaurant and now it has operations in over 40 cities and 200 restaurants. When it entered the country it re-engineered its menu to suit the Indian palate delivering the same international quality. McDonald’s globally extends the promise of QSC&V i.e. quality service in a clean environment at affordable price. Like dollar menu in US in India too it has their value meals and a special category targeted towards kids known as Happy Meals. This has been communicated in every form positioning McDonalds’s as a family restaurant, a place which is comfortable and fun to be at.
At McDonald’s a unique sense of dedication and commitment has translated into enduring benefits to the businesses at the grass root level, in the areas of introduction of new crops, new agricultural practicesand food processing methods and procedures. Torque plays a significant role in leveraging the efforts undertaken by McDonald’s in India by showcasing the backend process to media in form of experience tours.
At McDonald’s customer always come first and a continuous engagement with the patrons is an attempt at McDonald’s to be relevant to the customers. Helping them in achieving the same Torque engages.
With the stakeholders and opinion makers to make McDonald’s customers first choice. Working at McDonald’s is fun with flexibility and ensures a great future and the same is highlighted through a sustainable communication campaign. Torque is associated with the brand for almost 3 years and has partnered the brand in achieving many milestones such as new city launches, introduction of global menu and formats, working closely with community & NGO for McDonald’s educative initiatives, achieving consumer recognition and connects for Ronald McDonald and constant promotion of the products and campaigns of the brand.