Introduction

Welcome to my blog that pertaining to a business research on the fast food chain franchise known as McDonald which has been in operation since 1955. Raymond Albert Kroc was the founder of McDonald and originally is a hamburger restaurant owned and ran by two brothers, Richard and Maurice McDonald. Today, McDonald was successful expand their franchise and more than 33,000 McDonald restaurant in 119 countries.   

One good question would be "How McDonald compete with others outlets within the same areas or nearby location, what reasons make it has higher sales in the this areas?". If all McDonald was the same as others outlet, then how did it operate so well to maintain the their high sales in Setapak areas. The purpose of this research is to identify the reason why McDonald in Taman Melati have a higher sales in Setapak areas. 

In preparing this research, I will be observing the McDonald Restaurant in Taman Maleti. The picture below is shows the surrounding environment of McDonald Taman Melati.  

It is located beside the highway and Petronas Station . It is convenient for those traveller can have a lunch when pass by here.  

This is front side of the McDonald.

This is the Drive-thru part of the McDonald.

Observation

For this section, 10 session of observations (15 minute each session) for the McDonald will be conducted.

In this section, I will highlight several key observation which obtain from 10 sessions conducted.

Observations:

• McDonald Taman Melati is located at beside the petrol station and  MRR II highway.
• Behind of the McDonald is PV condominium and many college students are staying at there.
• Majority customers of McDonald are students populations which have 47% and average 6 to 7 students will enter into McDonald in each session.
• PV condominium' residents will go there for lunch because it is nearby their house.
• 12% of office workers whose office is near will take lunch in McDonald when their lunch time.  
• 19% of the traveller (with family) will eat lunch at McDonald when they pass through here, especially go Genting Highland because it is near here.
• 6 out of 10 customers will buy the Prosperity Beef Burger (especially Malay customers) for their lunch.
• Average 2 customers will go in the restaurant and take away their lunch although McDonald have provided drive-thru services.
• The parents will order a set of Happy Meal for their children who come along with their parents.
• McDonald has provide the Wifi services and comfortable seats to their customers. 
• So that, students like to stay there and chit chat with their friends.
• McDonald is equipped with air-conditioners.
• The staffs is cordial and polite when serve the customers.
• McDonald usually have more than 3 people employed in the front desk in one shift and more than 5 people work in the kitchen in one shift. 
• They have one Manager (usually women) in-charge their workers' job.
• The staff will greeting to the customers who enter into McDonald Restaurant.
• McDonald is located next to another franchise which is Old Town White Coffee.

All the Photos Taken During the Research

Data Analysis from the Observation

The table above is shows the Data observation on 10 sessions (each 15 minute), which start from 12.15 pm to 2.45 pm.

This graph has shows that the average and total percentages of each customer's populations at McDonald Taman Melati.

This pie chart shows the percentage of customers' Race, example like Chinese, Malay, India, and Foreigner. 67% of McDonald's customers in Taman Melati are Chinese.

This graph shows the gender of the customers in McDonald Taman Melati, which have male and female. Male have 55% of the total populations.

This line chart shows the methods of customers when purchase the McDonald. 88% of the customers will choose to dine in the McDonald Restaurant rather than take away.

Conclusion

One of the reason why McDonald Taman Melati have a higher sales in the Setapak area are because of a lot of college students at this area and located proximity of an office building and household. It also located beside the petrol station and MRR II highway. When those drivers had to drive long journey, they can take a rest and having lunch in McDonald when pass through here. These are the reason will bring benefits to McDonald to obtain a higher sales in Setapak area. 

Besides that, according to the observation, the majority customers for McDonald are student which consists 47% and average 6 to 7 students will enter into McDonald Restaurant in each session. This is because TAR College and UTAR is nearby and most of the student are stay in the Condominium behind the McDonald. The second largest populations is the resident Taman Melati which have 22% of the total populations. As I stated in above, there have Condominium and also the Double-story household which very near to the McDonald and convenient for resident to take lunch or meals in there.  As follow by 19% of traveller (average 3 person) who will pass by there and take their lunch. Lastly, 12% office workers will choose McDonald as their lunch because it is convenient, faster and save their time to waiting compare to others restaurant which need to have a long queue before they can purchase their food.

Furthermore, because most of the student in TAR College and UTAR are Chinese student so McDonald's customers have 67% are Chinese, follow by Malay, 22% of the total, India and Foreigners which have 6% and 5%. Around 88% of the customers will choose to dine in the McDonald because it is fast and convenient for them. But, some of the customers will choose enter into the McDonald and take away their meal, although McDonald have provided Drive-thru services for their valued customers. This is because sometimes Drive-thru services also have a lot of customers so that, some customers will choose go inside and take away their meals.

Lastly, McDonald located in Taman Melati have a good  and comfortable environment provided for their valued customers. It also have a brighter atmosphere at McDonald and have a comfortable temperature inside the restaurant. So, it attract a lot of customers to have a meals at there. McDonald also have a Wifi to let people access to internet any times, therefore, it become a student pastimes places. As a conclusion on the observation, McDonald outlet in Taman Melati has higher sales because of the reasons above and it successfully maintain their services without any bad feedback from customers.