When Amit Jatia joined the University of Southern California (USC) in 1984, he knew that he was going to become a businessman, but at that point of time, he would have probably thought that he was going to head home and handle the family business. Little did he know that he would eventually become the head of one of the biggest names in the food industry. The first time, Jatia had tried eating at a McDonald’s, he was only 14 and all he could buy was a milkshake, because the entire menu was non-vegetarian, and he was a pure vegetarian.
However, it was in 1994, that things would change forever – for Amit Jatia as well as the fast food industry in India. The American fast food joint got in touch with him, asking him to give the brand a start in India, giving Jatia his first problem – how was he going to convince his vegetarian family to invest in a brand that was known for non-vegetarian food. However, he was convinced that if they could introduce a vegetarian menu, they would be able to win over customers. Luckily for him, the head honchos as McDonalds were willing to cater to Indian sentiments and agreed not to serve beef or pork products.
Jatia’s next task was to create a menu that would cater to the Indian palate and because the McDonald’s signature Big Mac (a beef burger) could not be offered to the Indian customers, and that is why the Maharaja Chicken was introduced. Today, McDonald’s offers a range of burgers and other items, prepared using mainly chicken or with a vegetable base, to customers, all over India.
However, reaching out the Indian customer base was not as easy as it seemed – a majority of people in India prefer to eat home cooked food, which is why when they do eat out, they want true value for money. They want food that is economical, but will not compromise on taste or quantity. That is why Jatia started promoting the “meal’ concept with McDonalds, where you could get a burger, fries and a drink altogether. The combinations were always priced lesser than what each would cost if purchased individually. He was aware that he would have to target the younger audience first – students and young professionals – people who wanted a good meal, without burning a hole in their pocket. So, McDonalds India launched the McAloo Tikki, at just Rs. 20/-, which was a modernised version of Indian street food and almost immediately Jatia had a winner on his hands. These days, the food served at McDonald’s includes kabab patties, spicy paneer and even fries with piri piri seasoning!
Initially, the crowds at most McDonald’s outlets were parents with young children and young professionals, but today, if you step into any outlet, you will see an incredible mix – from youngsters to senior citizens, children having their birthday parties to ladies having their get togethers!
One of the reasons why McDonald’s is constantly growing is the fact that they are always localising. When they could not get lettuce in India, they found a way to get lettuce, the entire burger was deconstructed and then recreated, right here in India. Today, most outlets have entire kitchens that have been built in India and for the Indian consumers. And for Amit Jatia, there is still a long way to go, because he intends to open several more in the next few years.
Here is a quick snapshot of McDonald’s rise in India:
- 1996: The very first outlet opens in Basant Lok Delhi
- 1997 – The first drive through opens at Noida and the same year also saw the first disable friendly outlet
- 1999 – The first mall location – Ansal Plaza, Delhi
- 2004 – Delivery service starts in New Delhi
- 2006 – A landmark year with the 100th restaurant opening and McDonald’s celebrating its 10th anniversary in India.
Presently, there are more than 300 restaurants in India and Jatia aims at doubling and even tripling the numbers in the years to come!