Question

Compare and contrast the customer involvement of McDonald’s and a cook it yourself place like the Japanese barbeque joint Gyu-Kaku. Why do they differ so much (make sure you define customer involvement and discuss your own experiences)?

Answer 1

There are several strategic and operational differences between McDonald's and Gyu-Kaku, starting with McDonald's, which is a fast food chain present all over the world, where there is a standardized production line of hamburgers that can be consumed quickly and with the same standard and ingredients around the world. Therefore, customer involvement at McDonald's is small, as the chain's focus is fast, cheap and standardized meals.

At Gyu-Kaku, the strategy is the customization of dishes, where the customer is more involved in being able to cook their own meal, which generates an experience and a differentiation of processes in relation to McDonald's, for example, whose focus is massification , and Gyu-Kaku focuses on customization.