Advertising helped in building brand recall, but advertising alone was not able to sustain
the brand. Despite the fact that McDonald's was a fast food chain of restaurants, in India it
was positioned as the family restaurant and outlets were called “McDonalds Family
Restaurant”. Extra care was taken to make the restaurants child friendly, by providing play
areas wherever possible so that the parents could relax and have a good time while visiting
McDonald's. The counters were low, tables were rounded so that children did not hurt
themselves in the restaurant and the menus are pictorially depicted so that a child could
order a meal without bothering parents. The entire restaurant was attractive and child
friendly.