MCDONALD’S

Q: In your assessment, what are the factors that make brands beloved?

A: Every brand is associated with certain positive qualities and brand loyalty is created when those brands make customers feel good while interacting with them. This requires consistency in brand engagement, building customer loyalty and an emotional connection.

Q: Against this backdrop, what does McDonald’s offer its customer base in the global and Sri Lankan contexts?

A: As one of the top brands in the world, McDonald’s offers customers a sense of familiarity, and strives to deliver a value for money proposition that is a source of comfort during good and tough times.

Q: Could you provide a brief overview of the brand’s history in Sri Lanka and the strengths it has developed over the years? And how does it remain relevant to Sri Lankan consumers?

A: McDonald’s stepped into Sri Lanka by opening its very first outlet in 1998 and since then, has expanded its reach to 12 outlets that are in strategic locations as of today. We continue to look for opportunities to expand to newer geographical locations in larger towns outside Colombo for the convenience of customers as the market for quality food service brands is underpenetrated.

International Restaurant Systems, which is the licensee of the McDonald’s brand in Sri Lanka, ensures that the brand remains relevant for consumers in keeping with circumstances of the local context by upholding our pillars – namely, quality, service, cleanliness and value – and creates those feel-good moments for our customers.

Q: Given the importance of product innovation in maintaining a competitive edge and remaining relevant, how does McDonald’s approach this?

A: McDonald’s thrives on creativity and innovation, which has enabled the brand to reinvent and remain relevant for subsequent generations. There is ongoing product innovation with back end processes to enhance efficiencies and customer service.

Q: How does the brand leverage this to address innovation from a local perspective?

A: We have many successful local adaptations, some of which are signature products that are only available in Sri Lanka. These initiatives have enabled us to fulfil current consumers’ satiety based on the present economic conditions.

“Adopting technological initiatives makes us relevant to consumers and our global presence means we follow best practices in digital”

Q: Could you offer insight into how McDonald’s goes about incorporating digital technologies into its operations?

A: Adopting technological initiatives makes us relevant to consumers and our global presence means we follow best practices in digital to leverage the business.

The brand is now using chatbots and immersive technology to better understand customer needs and aspirations, to get closer to consumers’ hearts and minds, and offer them the convenience, ambience and taste they seek.

In addition to this, the brand offers convenience to customers through technology improvements as well as new technical adaptations.

The key focus is to strengthen and improve our quality, service, cleanliness and value pillars.

Q: In your opinion, what role can brand investments play in accelerating business recovery in the prevailing corporate environment?

A: Brand investments need to remain consistent even through times of crisis as this supports a rapid economic recovery.

To this end, McDonald’s has kept up its investments, and expanded to new locations and outperformed competition in keeping with its long-term goal. This approach has enabled transactions to remain high in the strategic locations occupied by the brand.

Q: Could you outline the impact of reputation and integrity on performance – particularly for a global brand such as McDonald’s?

A: Given its role as the second largest food service brand in the world, McDonald’s delivers its brand promise to each and every customer. Our worldwide reputation stems from the quality of the products we sell, which is why we invest heavily in ensuring the quality and taste of our products.

Q: How does the brand look to build on this to manage the preferences of various customer segments?

A: McDonald’s is also appreciated for localising its menu to appeal to a wider audience of local customers to satisfy their tastebuds. Brand value increases when you personalise brands and engage with consumers more closely.

The McDonald’s brand is relevant to families, kids and youth. It essentially builds customer relationships through experiences, offering them a wholesome experience in every interaction with the brand.

– Compiled by Yamini Sequeira

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