International Journal of Marketing Practices

Volume 3, Number 2 (2016) pp 33-46 doi 10.20448/806.3.2.33.46 | Research Articles

 

Contemplations for Opening the First McDonald’s Restaurant Franchise in the IT Capital of India’s Bangalore

Shrabanee Shah 1Bahaudin G. Mujtaba 2
1 Thomas Edition State University, 4 Georgann Lane Clarksburg, NJ 08510. USA
2 Nova Southeastern University, 3301 College Avenue Fort Lauderdale, FL 33314-7796. USA

Abstract

To open any new business in a foreign country, especially a restaurant, it must be attainable, in a centralized location, and suited for the culture, traditions, and customs, it must cater to all age groups and generations, and the decor should communicate beautiful smiles with an impeccable customer service. Who can give us all this and more but a brand new McDonald’s Franchise Restaurant being introduced for the very first time in Bangalore, India? As a life time member of the Girl Scouts of the USA, the first author is jubilant with the memory of a song taught to the girls at their very first troop meeting: “make new friends, but keep the old. One is silver, and the other, gold …” (Girl Scout troop 47, personal conversation, September 1992); therefore, keeping with tradition of the Indian McDonald’s menu, new items will be added to turn the silver into gold, continuing with the authenticity of McDonald’s history of customer service, and team effort in building a McDonald’s to the satisfaction of the clientele of the host country. The paper offers strategies for effectively expanding into new territories across borders.
 

Keywords

Tradition Heritage History Norm Menu McDonald’s India Bangalore Service Authenticity

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