McDonald’s was associated with its high prices in India and therefore, expansion outside
the metros was unthinkable due to affordability issues. However the company management
explained that it was incorrect to perceive McDonald’s as expensive. Although the
company had done well catering to India’s taste preferences, the country’s regional
cultures were so varied that the company needed to bring new products regularly, which
was an expensive strategy despite its successful supply chain initiatives. Further a bigger
challenge was about translating the McDonald’s experience to the Indian masses and
maintaining consistency in the delivery of services. Competition from other fast food giants
like Pizza Hut, KFC and local food chains was intense on the basis of pricing and the
menu. McDonald’s India worked with great effort to establish in India. Will the middle class
and the affluent continue to favor McDonald’s? Would Maharaja Mac expand deeper into
the markets of India? Will the global image of a fatty food company affect McDonald’s
future in India? Will McDonald’s continue to succeed in India in the years to come?