McDonald’s Indian Factor

Q] McDonald’s launched the ‘Flavours of India’ campaign, what inspired it, and how does it align with your brand image?
We always strive to make our iconic products more relevant to Indian consumers and their diverse tastes, like the McAloo Tikki. Every few hundred kilometres, food preferences in India change dramatically. Our goal is two-fold: to cater to these diverse tastes, and to celebrate India’s rich food diversity.

Q] During the Q4FY24 conference call, the company mentioned that some communities viewed McDonald’s as representing solely Western values, impacting 60-70 restaurants in the Western region. Do you believe this campaign can address this issue and drive growth?
We take pride in the fact that all our burgers are truly Indian, with ingredients sourced locally: potatoes from Gujarat, buns from Indian bakeries, and coffee from Coorg. Everything at McDonald’s India comes from different parts of the country and our farmers. Our Independence Day campaign aims to highlight this, and build more brand love among our consumers.

Q] Speaking of coffee, recently Rajiv Ranjan, MD - McDonald’s India, said that the company’s aim is to establish McCafé as the top choice for coffee lovers. What are some marketing strategies to drive demand and are there any upcoming campaigns regarding the same?
We have launched a range of international coffees at McCafé, featuring flavoured cappuccinos, hot chocolate, and lattes, all customised for the Indian palate, at great value. McCafé’s growing popularity over the past ten years has driven us to expand its footprint to 371 locations, which now represents a 92% penetration across our total restaurant network of 403 (as of June 2024). We will continue to expand McCafé in the years to come.