International fast food giant McDonald’s is taking an array of measures to adapt to the changing consumer preferences and market dynamics in India.
Adapting to Local Tastes: Ankur Bisen on McDonald’s India Expansion Plan
International fast food giant McDonald’s is taking an array of measures to adapt to the changing consumer preferences and market dynamics in India. In this context, Ankur Bisen, Senior Partner & Head – Consumer, Food & Retail, Technopak Advisors shares his insights on the challenges and opportunities for McDonald’s in India.
Revealing his take in an exploratory piece in the ‘The Morning Context’, Ankur enunciates: “McDonald’s has been a very urban phenomenon in India. It has not been able to penetrate into tier-2 and tier-3 cities. The reason is that it has a very standardized menu and it does not cater to the local palate. It also has very high real estate costs and operational costs. It needs to rethink its strategy for the Indian market.”
The article explores the fast-food giant’s contrarian bet on expanding its presence in smaller cities and towns, while also innovating its menu and delivery options.
Read more at: https://themorningcontext.com/business/mcdonalds-operator-takes-a-contrarian-bet
