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MUMBAI: When the consumers and food retailers are reeling under the impact of high commodity and food prices, McDonald‘s has boldly launched Extra Value Meals (EVM‘s) in the country, and is hoping to further strengthen its leadership position in the Indian market, by increasing its value proposition which rests on quick service and affordability. The extra value meals have been launched at prices starting from INR 85 only.
Extra Value meals have been one of biggest success in the McDonald‘s system across the world during these difficult economic times, and have contributed to the growth in sales. This launch is no knee jerk reaction, but a planned move by the industry leader to strengthen its already strong brand position in the country.
According to Sanjiv Katyal, Director - Marketing, McDonald‘s North & East, "We are very well established in consumer minds, and have been testing menu options to take care of their needs across different day parts. With the launch of Extra Value meals, we have been able to fill an important gap that was felt during the Lunch and the Dinner Hours. It is specifically targeted towards customers looking for a quick, hygienic and an affordable meal".
With the launch of EVM‘s, the company has revised the price of its meal combos to new price points. McVeggie, with Medium Fries and a Medium Coke is at INR 85...whereas, the non-vegetarian option, McChicken meal combo is now available with medium fries and a medium Coke at Rs. 99/- only.
Providing a rationale for the price revision during these trying times, Vikram Bakshi, Managing Director, McDonald‘s North & East, said, "Rising commodity prices have certainly hurt us, but at the same time we cannot have a knee jerk reaction and keep hitting the menu board. For McDonald‘s, the affordability has been cornerstone of our success, and helped us drive volumes. We felt there was scope to build sales by giving compelling reasons to our customers to come to McDonald‘s more often. Moreover, we see great opportunity in the growth of meals through this strategy. We are looking to increase our meals sale to 35 - 40 percent of the total sales (which at present is at 25 per cent)."
