assumed importance in the financially stable families. McDonald’s was perceived to be a
fun place with special areas marked for kids, toy gifts and of all the attraction of a burger.
Subsequently, McDonald introduced newer menus appealing to the India taste. Children in
India preferred a burger over pizza and McDonald, the king of burgers was announced as
the number one in a survey titled India’s most respected companies by Business Week in
India for Food retailing in 2006viii. Youngsters valued McDonald’s for the trendy
environment and the joint acted as an interesting meeting place.
In United States, two thirds of the business of McDonalds was done at the drive through
windowsix. In India, because of unavailability of space and lack of proper infrastructure, the
company could not do so. However, home delivery was an area of consideration. In March
2007, McDonalds announced that it would invest about Rs 3 crore (US $0.75 million) over
the next three years to strengthen its home delivery services. It launched an all-India single
home delivery number — 66-000-666 to facilitate this service. In March 2007, the
company's Managing Director Mr.Vikram Bakshi said “Mc Delivery currently accounts for
almost 5 per cent of the overall sales and with the introduction of the new system; the
company is looking at a substantial share of 7.5 per cent in the turnover by next year