I am starting a class of posts, to be called by the diminutive, postettes, in this blogspace. This is the first.
These will be brief comments on specific sentences I have come across in the various articles and news items I let my eyes rove over.
I think things are changing in Indian McDonald’s outlets. A couple of years ago, I was aghast to see liveried doorman opening the fast food joint’s doors. Not anymore, and that is good; it was like seeing a caparisoned elephant in the battlefield of Kurukshetra.
I read in the Schumpeter blog How to make a megaflop in The Economist (March 31st), “McDonald’s spent $100m launching a burger for upmarket customers, the Arch Deluxe. The snag was: who goes to McDonald’s for upmarket food?” If only McDonald’s had consulted me I would have offered sage advice about liveried doorman at its outlets in India – Go for it. Indians, as you know, like to flaunt their status – going on cheap-skate dates to a fast food joint and calling it fashionably, Mcdee (the source of Kolaveridi?).
I am advising all the road side dhabas in Delhi to have a liveried doorman, without the door, of course. Business bound to flourish.
Raghuram Ekambaram
These will be brief comments on specific sentences I have come across in the various articles and news items I let my eyes rove over.
I think things are changing in Indian McDonald’s outlets. A couple of years ago, I was aghast to see liveried doorman opening the fast food joint’s doors. Not anymore, and that is good; it was like seeing a caparisoned elephant in the battlefield of Kurukshetra.
I read in the Schumpeter blog How to make a megaflop in The Economist (March 31st), “McDonald’s spent $100m launching a burger for upmarket customers, the Arch Deluxe. The snag was: who goes to McDonald’s for upmarket food?” If only McDonald’s had consulted me I would have offered sage advice about liveried doorman at its outlets in India – Go for it. Indians, as you know, like to flaunt their status – going on cheap-skate dates to a fast food joint and calling it fashionably, Mcdee (the source of Kolaveridi?).
I am advising all the road side dhabas in Delhi to have a liveried doorman, without the door, of course. Business bound to flourish.
Raghuram Ekambaram
4 comments:
True, Indians like to flaunt their status.
And, it gets my goat Matheikal when the flaunting is cheap (?!), like a friend of yours gloating over going to Kentucky Fried Chicken, another low-market fast food joint.
RE
Mcdonalds in the Indian context would be the self service joints but has become has become a cult of upmarketism in India? Is my understanding correct
More or less balu ... McDonald's is NOT self service, for the simple reason, the sale sboys and girls (and at times men and women too!) at the counter want to push items that have more margin, typically "You want coke with that? Fries? How about a large helping?" etc). In fact, if you asked for Pepsi, they would make sure you mention Coke before they will serve you (Pepsi counters likewise at Pizza Hut!). All this goes on without a doorman!!!
RE
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