NO.1
Dennis Livy Linda Shine Emily Daniel
Global Feature
McDonald’s Adapt Servicescapes to Fit the Culture
1、Intro
OUTLINE
2、McDonald’s fit the culture
3、What is Servicescape
4、Roles of Servicescape
5、Servicescape Model
1
1
intro
McDonald's Corporation
intro
McDonald's Corporation
The McDonald's Corporation is
the world's largest chain of
hamburger fast food restaurants,
serving around 68 million
customers daily in 119
countries.
Untill now, McDonald's
Corporation has 32,000 brunch.
2
Fit
McDonald‘ fit the culture
Paris, France
Bologna, Italy
Salen, Sweden
Sydney, Darling Harbour
McCafes in Europe
Tokyo, Japan
Beijing, China
France
Paris
- Leather-bound
- Heavy wood furniture
- Look of a library with book
Italy
Bologna
- City of Arches
- Old world techniques
McSki
Sweden
Salen
- Ski-thru
- Wood panel
- Natural Stone
Sydney
Darling Harbour
- Like the Sydney opera house
- - Old world techniques
McCafe
in Europe
- Quick meal
- Cup of coffee
Cognitive
•Speed
Emotional
•agile
Physiological
Individual Behaviors
•Efficient service
Ambient Conditions
•Nervous
•Crowd
Employee
Responses
Space/Function
•Narrow
•Simple
•limit seats
•Small counter
Perceived
Servicescape
Sign, Symbols, and Artifacts
Social Interactions
Customer
Responses
•The McDonald’s arches
BitnerServicescapes model
Cognitive
Emotional
•Feel Efficient service
Physiological
Individual Behaviors
•Stay shortly
•Return
•Spend money
Tokyo
Ginza
-
Convenience and speed
Frontage space
Limit seat
Primarily stool
Japan
Servicescapes
• Narrow
• Simple
• limit seats
• Small counter
• Speed
Internal
responses
• Feel Efficient
service
• Convenience
behavior
• Stay longer
• Return
• Spend money
China
Beijing
-
Lingering for long of time
Emphasizing family values
Celebration, reading relaxing, chatting, enjoying music
Romatic
China
Servicescapes
• Wide
• Light music
• A lots of seats
• Comfortable chair
Internal
responses
• Relaxing
• Enjoying
behavior
• Stay longer
• Spend more money
3
What
Physical Evidence
The environment in which the
service is delivered and where
the firm and the customer
interact, and any tangible
commodities that facilitate
performance or communication
of the service.
Physical facility = Servicescape
2
What
McDonald's Servicespace
McDonald's of Physical Evidence from
the Customer’s Point of View
Physical Evidence
Service
Servicescape
Other Tangibles
Restaurant
Building exterior
Parking lot
Waiting area
Entrance
Restroom
Seating
Play field
Counter
Uniforms
Website
Menu
Meal
Toy(for kids)
Why
Why Servicescape is important
for a retailer?
Especially for a Restaurant?
4
ROLES
of the Servicescape
Package
Facilitator
Socializer
Differentiator
ROLES
Package
Package
-McDonald’s use the
as its logo, color with
golden yellow, it’s like two open golden double
arches, just symbolize joying and delicious,
and McDonald’s Q,S,C and V, hope its can let
customer sucked into the door.
-“Ronald McDonald”, symbolizing harmony
and friendly, like McDonald’s will be always
everyone’s friends, part of the community.
ROLES
Facilitator
Facilitator
- Well designed outlets with appropriate with
signs, appropriate ventilation and proper
seating arena.
- When you into the door have to line up, it will
speed up the consumer purchase.
- Extra Value Meal to avoid wasting time of
ordering.
- Trash in the corner, make its easy to see, and
make consumer put garbage out.
- Except the door near counter, will design the
door near dining area, make sure line is flow.
ROLES
Socializer
Socializer
-In the Japan, design the chair uncomfortable,
so that people want to leave after meal.
-In the Beijing, All designs are built around
casual, relaxed, warm and flexible principles of
conduct, because McDonald’s realize that fast
food is more important is a place for leisure
and relaxation.
-Question: What do you think the McDonald’s
in Europe how to be the socializer?
ROLES
Differentiator
Differentiator
-McDonald's make its market position is clean,
fast, quality, service, value.
-In the Europe(France), to solve the non- meal
time table idle problem, McDonald's set a
McDonald's coffee in France (McCafé) through separate counters to provide
customers with high-level coffee and pastries.
To separate from other restaurant.
THANK
YOU
For your attention