Case Study on McDonald

Abstract

In this project the researcher briefed about the fast food restaurant situation in UK. The researcher has studied the fast food industry especially Macdonald restaurant which is serving the nation since last several years. The restaurant is very popular among its customers.

In this case study the researcher studied the restaurants in detail. As everybody knows, competition in fast food industry increasing day by day and new franchises of several companies are launching in the country so the profit margin of these competitors is getting smaller and smaller. There is also a trend in the customers to have a change in taste and try different food items at different places. Few of the consumers of the restaurant have some complaints about the product and ambiance of the restaurants. Therefore in this study the complaints and suggestions of the customers towards the restaurant were decided to review in depth by the researcher.

Fast Food industry attracts the customers because of its particular taste and ready to eat menus. It is more important to provide healthy food to the nation at reasonable prices so that everybody can have food and enjoy it. Fast Food industry of UK is significantly contributing towards the development of the economy.

The key concern in this study was the satisfaction of the customer because they are the assets for any restaurant. It is necessary to have good relationship with the customers so that the restaurant can get prosper and have good position in the market. The researcher focused on this aspect and studies the customers' expectations to create more loyal customers force. New competitors are establishing in market and adopting very strong procedures to attract the customers of other restaurants. Therefore, it is necessary to have a great force of satisfied customers to enjoy the market competition for being in a good position. The study is particularly concerned with the complaints made by the customers and accepting their suggestion which are suitable for the management of the firm. By doing so, the restaurant can attract more customers and the profitability of the restaurant can be increased.

The study was based on primary and secondary data. The collection of primary data was carried out with the help of questionnaire which facilitated in acquiring information from the consumers of the restaurant. One hundred fifty questionnaires were distributed from which one hundred five were selected for the preparation of final results. In order to accomplish the stated objective of the proposed study at the minimum cost secondary data collection was necessary which also helped in developing the understanding about the importance of customer's complaints and suggestion for the development of the firm. The researcher utilized the MS Excel for the preparation of data and evaluated the Frequency and Percentage of the available data. The processed