News

Self-serve for soft serve: U.S. chain pleases palates in India

March 11, 2004

Kiosks to satisfy the sweet tooth are being tested by McDonald's at select Indian locations.

Hardcastle Restaurants Private Ltd., a 50-50 joint venture partner with McDonald's India, allows customers to prepare their own floats, soft serves and apple crush at the touch of a button. The tests are being conducted at McDonald's outlets at Fort and Colaba in Mumbai.

Amit Jatia, managing director of Hardcastle Restaurants, told The Financial Express of India that it's all about making customers happy. McDonald's outlets across India have 2.5 million loyal customers a month.

Jatia said his company noted the popularity of McDonald's kiosks in such countries as Taiwan, Singapore and Brazil.

Kiosks aren't the last word in trying to please the palate of Indian customers, Jatia said. "We have recently introduced free home delivery concept to promote McDonald's productsÂ…This is part of our new consumer push strategy whereby we hope to increase our customer-base considerably."

Home-delivery customers simply dial a toll-free number and their order is automatically directed to the McDonald's restaurant nearest them.