What they say and what they do: MacDonald’s in India
Rajiv Badlani
May 04, 2006
MacDonald’s has a values section on their website, which says “We are committed to do still more to earn the trust of our customers and everyone else affected by our business.”
On their India website this is what they say. “Our vision to be India’s "best" quick service restaurant experience is supported by a set of principles and core values” and “We are committed to exceeding our customers' expectations in every restaurant every time.”
Last night I ordered a home delivery. 30 minutes later the delivery man turns up. I opened the door and was about to pay the bill when my daughter joined me and said let’s check what they’ve sent.
The bill was for the full order but less than half the stuff we ordered was there.
Wow! I didn’t expect MacDonald’s to do this kind of cheap rip-off.
But my daughter told me this is the second time this has happened in the space of one month.
So, I phoned them.
First the guy says that the folks who take the orders and the folks who send the food are different so what could he do? Then, he offered to send the rest of the stuff. When I told him we had no intention of eating this stuff cold when the rest finally arrives, he agreed to have the delivery guy take everything back and send a new lot. This conversation took a good 10 minutes and a lot of explaining and persuasion from my side.
He promised to send the guy back with the full order pronto, but it took more than 40 minutes for the full order to arrive, so we ended up eating more than a full hour and a half later than we intended to.
Kind of negates the concept of fast food, doesn’t it?
And what about that bit about earning the trust of their customers? And being the best?
I’ve seen this kind of thing time and again. International companies don’t seem to be able to stay committed to their original brand values when they set up in India.
Why do you suppose this is so? Do they think less of the Indian consumer, believe that these guys are so starved for their stuff that they will be more tolerant than the American consumer? Or is it that the folks they hire here can’t internalize their brand values, that as a people we’re just not capable of good corporate behaviour?
Please comment, I’d love to hear your views.
Meanwhile, I've sent an email to them. Let's see what their response is.
On their India website this is what they say. “Our vision to be India’s "best" quick service restaurant experience is supported by a set of principles and core values” and “We are committed to exceeding our customers' expectations in every restaurant every time.”
Last night I ordered a home delivery. 30 minutes later the delivery man turns up. I opened the door and was about to pay the bill when my daughter joined me and said let’s check what they’ve sent.
The bill was for the full order but less than half the stuff we ordered was there.
Wow! I didn’t expect MacDonald’s to do this kind of cheap rip-off.
But my daughter told me this is the second time this has happened in the space of one month.
So, I phoned them.
First the guy says that the folks who take the orders and the folks who send the food are different so what could he do? Then, he offered to send the rest of the stuff. When I told him we had no intention of eating this stuff cold when the rest finally arrives, he agreed to have the delivery guy take everything back and send a new lot. This conversation took a good 10 minutes and a lot of explaining and persuasion from my side.
He promised to send the guy back with the full order pronto, but it took more than 40 minutes for the full order to arrive, so we ended up eating more than a full hour and a half later than we intended to.
Kind of negates the concept of fast food, doesn’t it?
And what about that bit about earning the trust of their customers? And being the best?
I’ve seen this kind of thing time and again. International companies don’t seem to be able to stay committed to their original brand values when they set up in India.
Why do you suppose this is so? Do they think less of the Indian consumer, believe that these guys are so starved for their stuff that they will be more tolerant than the American consumer? Or is it that the folks they hire here can’t internalize their brand values, that as a people we’re just not capable of good corporate behaviour?
Please comment, I’d love to hear your views.
Meanwhile, I've sent an email to them. Let's see what their response is.
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