Thu, 19 Jul 2012 12:04:31 GMT | By Business Line

McDonald’s limits price hike

Mumbai: Is your birthday around? Are you planning to treat your college friends at McDonald’s? Well, you don’t have to worry about coughing up a lot as the food chain has decided to limit its price increase to half the prevailing inflation rates in the country. By pushing up prices between 3 and 4 per cent in the past six months, the fast food chain has adopted a pricing strategy which is in sync with its positioning of offering ‘value and affordability’ for the masses.

McDonald’s limits price hike

Building efficiencies in the supply chain and sourcing directly from farmers have been ways of reducing costs for the quick service restaurant (QSR). "Prices for most of the utility services such as cooking gas and electricity have increased by nearly 30 per cent, but we have coped with inflation and limited our price increases between 3 and 4 per cent," Mr Amit Jatia, Vice Chairman, McDonald's India (west and south), said.

Besides, McDonald's has also introduced the concept of a 'value' lunch at Rs 55 ( price drop from Rs 75) during the peak lunch hours (12 to 3).

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