Last month when I visited my home during Diwali vacation, I landed up at home very early in the morning and was feeling very hungry. I just asked my mom if I can have some 'Ghavan' (maharashtiran recipe like neer dosas) and my loving mom served me up hot 'Ghavans' just within an hour. And, It's nevertheless to say that I almost swallowed 5-6 of them in few mins. What a pleasurable experience to get food specially made for me which my mom has always been doing for me!!
When you visit any regular restaurant, you always expect to get the food specially made for you and you mostly get it there. McDonald's picked up the similar thought to offer its customers the food which is prepared right after they order it. and, that's how its successful Made for you (MFY) strategy came into the picture in fast food as well.
The Made for You strategy production process was both natural extension of McDonald's use of process automation and radial departure from the made-to-stock philosophy. The main objectives of this system were to allow for customized customer orders, improve service response time - within 90 secs and improve food quality and freshness. This is a system where your food is prepared just after you have ordered it. Once customer places order at the counter, counter person punches the order and order gets displayed on the monitor in preparation area, where crew members put the best efforts to serve the order just within 90 sec.
If we go little into the detailed part of this system, you can see two sided tables in the kitchen where mostly order is handled by initiator and assembler. Both of them work together to prepare order in least possible time made by cooks using highly technological efficient instruments like top loading toaster, condiment guns, UHCs and wrappers and boxes underneath. The process is so dynamic here that if you visit McDonald's MFY store, you will see all crew running and moving really fast.
To sum it up, we can say that the important factors to make this MFY system successful are service, quality, food preparation, people and profitability. During peak hours, customers sometimes don't get food within 90 sec, but freshness and consistency of food is never compromised. Customers always get the order hot and fresh. Surely they way McDonald's has streamlined its kitchen delivery model and made this MFY system as a standard in fast food industry!!! so, this is how leader differentiates itself!!!
When you visit any regular restaurant, you always expect to get the food specially made for you and you mostly get it there. McDonald's picked up the similar thought to offer its customers the food which is prepared right after they order it. and, that's how its successful Made for you (MFY) strategy came into the picture in fast food as well.
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| Made for You!!! |
The Made for You strategy production process was both natural extension of McDonald's use of process automation and radial departure from the made-to-stock philosophy. The main objectives of this system were to allow for customized customer orders, improve service response time - within 90 secs and improve food quality and freshness. This is a system where your food is prepared just after you have ordered it. Once customer places order at the counter, counter person punches the order and order gets displayed on the monitor in preparation area, where crew members put the best efforts to serve the order just within 90 sec.
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| McDonald's dynamic staff at work |
If we go little into the detailed part of this system, you can see two sided tables in the kitchen where mostly order is handled by initiator and assembler. Both of them work together to prepare order in least possible time made by cooks using highly technological efficient instruments like top loading toaster, condiment guns, UHCs and wrappers and boxes underneath. The process is so dynamic here that if you visit McDonald's MFY store, you will see all crew running and moving really fast.
To sum it up, we can say that the important factors to make this MFY system successful are service, quality, food preparation, people and profitability. During peak hours, customers sometimes don't get food within 90 sec, but freshness and consistency of food is never compromised. Customers always get the order hot and fresh. Surely they way McDonald's has streamlined its kitchen delivery model and made this MFY system as a standard in fast food industry!!! so, this is how leader differentiates itself!!!
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