McDonald’s has a 42-pointer checklist for safety of customers & staff: Arvind RP

The relaxation in lockdown has given the opportunity to some QSR brands to start opening up their outlets. Some of the leading brands like the McDonald’s have taken sufficient precautions and are following all safety measures that have been set by the government. The opening of these outlets is happening in a phased manner and mostly in the non-containment zones. Looking at the health and safety of the staff members and consumers is very important for all the QSR brands and they are following the strict guidelines to ensure that safety is first. While the brand is available online but the feel and experience to have it at the outlet after the lock down will be something new as everyone will be adhering to the contactless environment at the outlets.

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McDonald’s (West & South) has begun their operations to serve at the outlets in a phased manner. To understand more as to how the company is managing their operations and planning in the current times, Adgully spoke to Arvind RP, Director - Marketing & Communications, McDonald’s (West & South).

The lockdown has been relaxed in many parts of Western & Southern states. You have opened a few outlets, especially in the non-containment zones. How are the whole operations being handled and how are you ensuring safety of customers and employees?

McDonald’s has always been a benchmark for world-class hygiene and safety practices. In the wake of the current health crisis, we have taken these practices a few notches higher. As we gear up to resume our operations in full swing, we have introduced a 42-pointer checklist to ensure that our customers and our staff are absolutely safe with us, every step of the way. Our restaurant team is also being trained on health and hygiene modules conducted by FSSAI. We are maintaining the highest standards of food hygiene by ensuring source tracking, sanitization of kitchen equipment every four hours and by conducting regular food safety audits. To make sure that the food packaging is also absolutely safe for our customers, we are following a ‘single use only’ policy and ensuring safe handling of condiments, tissues, strirrers, etc.

We are also making sure that all employees go through mandatory temperature checks before the start of their shifts. Anyone seeming unwell is sent home and advised medical assistance. Our crew working in the kitchen has been trained to adhere to all social distancing norms and has been provided all protective gears, including masks, gloves (which are changed every hour) and world-class hand sanitizers. In addition to this, our contactless delivery service ensures that food is prepared and delivered with utmost safety, with all adequate measures of social distancing followed strictly.

What kind of product strategy have you planned now as your walk-ins are less? How is your pricing going to be?

We are one of the few QSRs to have a strong backward integrated supply chain and this is helping us ensure that all of customers’ favourite McDonald’s products are available across dine-in, take-out as well as on delivery. As far as pricing is concerned, we have always been an everyday value destination and we will continue to offer that to our customers through great combos and offers.

The last 70-plus days would have been tough as there would have been a huge dip in the sales. How were your online sales during lockdown and were you able to meet the customers’ orders and keep them happy?

The pandemic was an unpredictable event that caused significant disruption for businesses across the board. However, we as an organisation showed great agility and led the industry by launching Contactless Delivery and Contactless Takeout that helped us maintain significant business continuity. This ensured that our customers could get their favourite McDonald’s food, safely and conveniently with great assurance, in times they needed us the most.

How are you planning to tackle changing consumer behavior and sentiments? What would be your marketing strategy to woo customers both offline and online?

In terms of customer behaviour in the new normal, some themes are becoming increasingly apparent:

1. Assurance – With customers being highly conscious about safety and hygiene, this is going to be a key platform for communication.
2. Convenience – Customers will prefer ordering food, take-out, or drive-thru which are high on convenience and especially useful during these times.
3. Value – Due to the economic repercussions, people will look for branded affordability – branded, safe and yet affordable eating out options.

At McDonald’s, our marketing strategy will also focus on bringing alive the three key themes of Assurance (led by our stringent and world-class safety and hygiene practices and contactless operations), Convenience (led by our convenience platforms of delivery, take-out and drive-thru) and Value (led by relevant combos and offers).

With disruption in supply chains, are you looking at more alternative channels to meet your targets and reach out to the customers? If so, how do you plan and what would be your new omni-channel strategy?

Taking an omni-channel view of our customer is one of the key pillars of strategy for us, given the importance of offering convenience to customers. We are making sure that McDonald’s food is available anytime, anywhere through various operating formats such as dine-in, McDelivery, take-out, on-the-go and drive thru.

Have you planned any new marketing and advertising campaigns? How are you keeping your brand top of mind and engaging with your audience post the lockdown?

We have continuously been tapping into digital and our social media platforms and driving strong campaigns around assurance and convenience. We have also kept our customers engaged by conducting fun activities to make sure that customers are engaged with the brand through the lockdown.

What has been your media strategy during the lockdown and what is going to be your revised media strategy now as the lockdown is getting relaxed? Will your focus be more digital as digital has taken the lead in helping brands engage during the lockdown?

Digital as a medium had been growing fast in the pre-COVID-19 times and this growth rate will only accelerate now. Accordingly, our media strategy so far has been digital-led and this will continue to be a key medium going forward too.