An American restaurant having a chain of hamburger and various fast food that includes cheeseburgers, french fries, desserts, chicken products, milkshakes, fish, soft drinks, salad, coffee and breakfast items famously known as McDonald’s. McDonald’s is servicing the worldwide of about 36,900 numbers of people so their main concern must be the health of the people they are serving. There are 375,000 numbers of employees working for this company. Their main duty is to look after the food they made, their process of making, ingredients and the whole process the food undergoes. According to the provided instruction, it is mentioned that McDonald’s considers their main priority as the safety of food. In today’s time, all the industries that are dealing with serving the foods to the people are concerned about the food safety. Customers in return of money want healthy food and for that, a huge number of people are dependent on them (Aung and Chang, 2014). No one wants to have unhealthy food and make their life in danger. For this reason, McDonald’s requires necessary steps to improve the food and the safety of the products they deal with. Due to the irresponsibility regarding the food safety, McDonald’s is facing many problems as especially the children under 5 year of age are facing the problems of foodborne diseases. These diseases are causing effect in the health of the people for a long time causing cancer and neurological disorders. These effects the vulnerable people the most. If the atmosphere of the food is not contaminated free then it may create problems in the food. This may lead to contamination of food. Globalisation is making the production of the food and trading of food chain longer and complicated. It also carries various foodborne diseases. They use chicken, beef as their product that is having bacteria of antimicrobial resistant given to them during the process of animal husbandry that is transferring to the humans through the foods as the employees are neglecting their duty of washing them properly. According to Sanchez (2015), McDonald’s need to start a survey about getting the reviews from their customers regarding the food they provide and on the basis of that they need to work on the safety of the food. In terms of nutrition, McDonald’s are rating their products as satisfactory and they are working on it to make them excellent for having. Apart from all these problems, the management of McDonald’s need to check their data about their suppliers as well as the quality of the material of food they are being supplied by them must be of good quality. In order to overcome the above problems, they are facing in terms of safety of their food they need the tools of business analytics and maintain their rating in the market.
For overcoming the problems facing the industry, tools of analysis related to that business are needed to be taken. The problems facing the company or the organisation is the headache of the owner of the manager belonging to the higher wings responsible for taking any change causing in the company. The business analytics are needed to be taken by the senior management of the McDonalds’ in order to improve the safety of the food and retain their name and status in the market and the faith of the people on them. While working on this problem-solving process many questions come in the mind of the people like the senior management team related to food safety and they need to work based on that. The managers need to analyse the needs of the customers, they require a healthy fast foods or snacks from the one they trust. The competitors concerning the safety of the foods have taken many steps that reduce the diseases spread from contaminated foods like preserving the foods properly, washing of the foods that comes from agriculture or animal husbandry containing the bacterial of antimicrobial resistant. They include healthy snacks and foods for the children as compulsory as well as a complementary item that is making the competition of the McDonald’s quite tough for competing (Parihar et al. 2015).
In order to analyse the business, the senior management needs to implement the Kano model that is a theory that deals with the development of the product and the satisfaction of the customers. This model developed by the Professor named Noriaki Kano in 1980s. Depending on the preferences made by the customer, this model is classified into five categories:-
Must-be Quality: The features that the product have must meet the demands of the customer. This feature specifies the threshold attributes and the company fail to notice these features then the product remains incomplete. A new product if not examined under the aspects of threshold then the product is not eligible to enter the market that is a foremost important character of this model. When the product function better customers will act neutrally but when performed poorly then the product have to leave the market due to the dissatisfaction showed by the consumers.
One-dimensional Quality: This feature specifies the attributes of performance and characteristics of behaviour. Performance defines the attribute related to the ability, skill and knowledge of the product whereas job performance gives the behavioural characteristics. Performance attributes act as a method of measuring on which the company bases their aspirations. The strategies, investments and decisions of the company are emphasised using the performance attributes. These attributes need an analysis of trade-off against the cost. If the performance of the product results better than the satisfaction of the customers will improve whereas weak attribute of performance reduces the satisfaction and the price that the customers are will to pay in return of the product are counted in performance attribute.
Attractive Quality: These features highlight the satisfaction of the customers when attaining completely while dissatisfaction when not achieved fully. The excitement attributes included in this feature helps the customer to recognise the needs that they never thought of earlier. This attribute has the power to achieve the total profit margin as high and unexpectedly delight the customers so they remain unspoken.
Indifferent Quality: According to Zaccheo et al. (2017), this feature specifies the factor which is good or bad and that does not work on the satisfaction or dissatisfaction of the customers. Such as the thickness of a wax coating on the carton of milk, which becomes a point while designing and manufacturing the carton but the customers are very unaware of the distinction.
Reverse Quality: This attribute specifies the high level of achievement, which results in the dissatisfaction of the customers, and generally, not all the customers have the same requirement such as some prefers the products that are high-tech whereas others want the product as a basic model. The customers will be satisfied with all these products if they have many extra features.
Recommended Analytics
Technologies that are emerging in the processing of food have become a new approach for preserving or manufacturing the food as well as the drink. This technology includes high-pressurised processing food, power ultrasound, pulsed light, ohmic heating and treatment of UV surface. The modern technology advancement focuses on improving the quality as well as the value of the food. Safety of food has become a major concern among the firms related to the industry working in the food department (Lelieveld et al. 2014). The management that belongs to the senior wings is more concerned about improving the food safety that they are serving to their customers and the drawbacks they are facing regarding this. The development taken by the technology, availability of several technologies and serving the purpose of developing the food safety of their firms are analysed. Hence, the senior management is taking the help of this technology for reducing the problems arising for food safety that results in hampering the profit margin and as a whole reputation of the McDonald’s. Light Based Technology is among the new technologies that are emerging in the market in order to facilitate the purpose. Light Based Technology restricts the entry of the pathogens that are generated from the foods and which are helping for the increase meant in the life of the food shelf. Researchers conducted by the researcher by using pulse light, LED lights and the ultraviolet lights from the attack of bacteria for entering into the milk, food products and fruit juices. The degrees through which the light enters need to be checked. This technology protects the food by smashing the bacteria that are occurring on the food surface. Once this technology is more enhanced in developing, it can become cost effective. This eliminates the poisonous substances that a food has without damaging the quality of the food.
Light Based Technology benefitted the company of McDonald’s in several ways regarding maintaining and taking preventive measures for their food safety. With using this technology, McDonald’s verify their foods before serving them on the customer’s plate. The safety of the food they are giving to the customers is being ensured with the help of this application, the entry of any harmful bacteria or pathogens that come on the surface of the food or in between the food. This application can be processed by putting the put under this light-based technology and kill the bacteria prevailing there and making the food safe and their quality of food will be fine satisfying the customers in health and taste of quality (Lelieveld et al. 2016).
Analytics management, maintenance and governance
Proper management is needed for maintaining the lifetime of the technology and retains its effectiveness. By using the new technology the efficiency, as well as the preciseness of the work, can be achieved. The technology for its greater working for a long duration of time and enjoy the service demands for time-to-time maintenance and good servicing. Hence, the emerging in food technology used by the McDonald’s needs to undertake proper management for the maintaining the effective in working on this technology (Kulp, 2016). McDonald’s can do this by hiring employees in the company who are trained enough and skilled who are capable of maintaining and taking care of the technology. The employees who have the adequate amount of knowledge regarding the technology and are capable of updating themselves with the latest technology used by the company are employed. Moreover, they need to hire engineers for supervising the technology and take proper care and changed them when the machine required an update. The company must make ensuring about the responsibility of the engineers by giving them proper records of the shift working during day and night for monitoring. The machine must be serviced on the regular basis and they must be protected from the parts damaged due to erosion or the parts that are not working properly. These machines are the foremost concern about the McDonald’s company as this only ensures the safety of the food they are providing to the customers. Their reputation in the market will be increased with the help of this technology and people will maintain their faith on McDonald’s.
Examples of Analytics
An example of the analytics is provided below. 20 members working in McDonald’s were asked about the use and impact of light based technology in McDonald’s
What recommendations can you suggest in the improvement of light based technology?
|
Technology_improvement |
|||||
|
Frequency |
Percent |
Valid Percent |
Cumulative Percent |
||
|
Valid |
Maintanance on regular basis |
23 |
46.0 |
46.0 |
46.0 |
|
Preserving food effectively |
11 |
22.0 |
22.0 |
68.0 |
|
|
Kill all external pathogens |
16 |
32.0 |
32.0 |
100.0 |
|
|
Total |
50 |
100.0 |
100.0 |
What is the effectiveness of the use of light based technology in McDonald’s?
|
Effectiveness_of_light_based_technology |
|||||
|
Frequency |
Percent |
Valid Percent |
Cumulative Percent |
||
|
Valid |
Preserve food in proper manner |
10 |
20.0 |
50.0 |
50.0 |
|
maintain the nutritional value of food |
8 |
16.0 |
40.0 |
90.0 |
|
|
Kills bacteria in food |
2 |
4.0 |
10.0 |
100.0 |
|
|
Total |
20 |
40.0 |
100.0 |
||
|
Missing |
System |
30 |
60.0 |
||
|
Total |
50 |
100.0 |
Surveyed done on the basis of 20 members of McDonald’s and their reviews regarding the use and the impact they are facing for the Light Based Technology are recorded such as 50 percentage of people says that the technology helps in preserving the food properly. 40 percentage of the mentioned that the technology maintains the value and quality of nutrition of the food whereas 10 percentage of people respondents that the technology kills the bacteria prevailing on the surface of the food. The recommendations can be provided to make the technology even more effective in functioning that can be achieved by updating the program on which the light based technology works. It can be done by making a program that can increase the number of days of preserving the food materials that come in the company for making the food.
Reference List
Aung, M.M. and Chang, Y.S., (2014). Traceability in a food supply chain: Safety and quality perspectives. Food control, 39, pp.172-184.
Kulp, K., (2016). Batters and breadings in food processing. London: Academic Press.
Lelieveld, H.L., Holah, J. and Gabric, D. eds., (2016). Handbook of hygiene control in the food industry. London: Woodhead Publishing.
Lelieveld, H.L., Holah, J. and Napper, D. eds., (2014). Hygiene in food processing: principles and practice. Amsterdam: Elsevier.
Parihar, A., Duarte, S. and Doseff, A.I., (2015). The Saga of Food Supplements: Safety and Missing Knowledge–A Commentary. Journal of Medicinally Active Plants, 4(1), pp.16-19.
Sanchez, M. A. (2015). Conflict of interests and evidence base for GM crops food/feed safety research. Nature biotechnology, 33(2), pp. 135-137.
van den Berg, F., Lyndgaard, C.B., Sørensen, K.M. and Engelsen, S.B., (2013). Process analytical technology in the food industry. Trends in food science & technology, 31(1), pp.27-35.
Zaccheo, A., Palmaccio, E., Venable, M., Locarnini-Sciaroni, I. and Parisi, S., (2017). A Brief History of Food, Food Safety, and Hygiene. In Food Hygiene and Applied Food Microbiology in an Anthropological Cross Cultural Perspective (pp. 7-15). Springer International Publishing.
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