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Big Bite: McDonald’s in institutional tie-ups

12-April-2004
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Big Bite: McDonald’s in institutional tie-ups

In a strategic move, retail fast-food giant McDonald’s India is set to relaunch its ‘Happy Meal’ programme with new marketing activities within McDonald’s restaurants across the country this month.

The objective behind the move is to engage customers with innovative experiences while providing them with McDonald’s products within its restaurants.

To start with, McDonald’s India has recently entered into a tie-up with Hewlett-Packard (HP) whereby on the purchase of a ‘Happy Meal’, a mother will be able to get a picture clicked with her child free of cost and take home happy memories.

It’s a fun-filled activity, where the mom dresses up her child in a costume in one minute. If it’s a boy, the costume is ‘Galidor’ and if it’s a girl, she has to don the ‘Hello Kitty’ costume. It will be on at McDonald’s restaurants between April 16 and May 27.

Hardcastle Restaurants Pvt Ltd managing director Amit Jatia told FE: “McDonald’s India would be addressing value, choice and flexibility on its products where as part of its pricing strategy, the starting price point for a Happy Meal will be Rs 55 onwards across the country. And as for choice and flexibility, we will offer a wider range of burgers to choose from such as, McAloo Tikki, Chicken McGrill, McVeggie, McChicken and Filet-O-Fish.”

As part of the new Happy Meal programme, McDonald’s India will soon provide an option of substituting aerated beverage (Coke) with a small McShake for Rs 8 more.

Apart from this, McDonald’s has recently created a platform for offering an affordable menu called ‘Happy Price Menu’ whereby McDonald’s products such as McAloo Tikki, Chicken McGrill, Pizza McPuff and soft serve small (hot fudge and strawberry) will all be priced at Rs 20 each, all inclusive of taxes.

“The move is aimed at connecting our customers with McDonald’s branding,” he added.

In order to create awareness about the new marketing activities, McDonald’s India is planning to launch new TVCs to show that any small excuse is good enough reason to come to McDonald’s. There are six such ‘excuses’ or ‘bahanas’ that will be aired.

For the purpose, Mc-Donald’s India is planning to invest around Rs 4 crore, summed up Mr Jatia.

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