Are Your Cravings Really Your Own?
The BeSci behind how brands hack your eating habits!
You’ve probably grabbed a Super Veg Burger at KitKat between classes or caved to THC’s late-night piri piri fries. But have you ever wondered why these cravings feel so hard to resist—and why fast food brands seem to always win? The answer lies in behavioral science, and McDonald’s India is the perfect case study to unpack it.
In India, McDonald’s faced a challenge: How do you sell burgers to a country where 40% of people are vegetarian, street food costs pennies, and family traditions shape every meal? Their solution wasn’t just about recipes—it was about behavioral psychology. By leveraging principles like anchoring, scarcity bias, and emotional persuasion, McDonald’s transformed itself from a foreign fast-food chain into a cultural staple in many parts of the country.
Sound familiar? In Ashoka, the parallels are striking. Like McDonald’s, our campus food spots—KitKat, THC, Fuelzone and others—are competing for your attention in a world of tight budgets, endless options, and impulsive cravings. Studying McDonald’s India teaches us how our environment nudges decisions, why we fall for ‘limited-time offers,’ and how brands (or cafeterias) can hack our brains to make certain choices feel inevitable. Let’s dig in!
McDonald’s has grown to over 300 outlets in less than three decades. This success is rooted in the brand’s ability to leverage behavioral science (BeSci) principles to adapt in a culturally diverse and price-sensitive market. They demonstrated an acute understanding of cultural norms and dietary habits. By introducing vegetarian options like the McAloo Tikki Burger, Paneer Burger, and Maharaja Mac, McDonald’s was able to target a large number of consumers. This strategy capitalized on framing effects, presenting McDonald’s as a brand that understands certain local traditions while offering global standards. The use of Indian spices and flavors further reinforced this perception, making the brand relatable to Indian consumers. Behavioral science teaches us that consumers are more likely to trust and engage with brands that align with their cultural identity—a principle McDonald’s executed flawlessly.
India is a price-sensitive market, where affordability often drives consumer decisions. McDonald’s used anchoring bias by introducing its “Happy Price Menu,” with items starting as low as ₹20. This created a perception of affordability that anchored consumer expectations around low-cost meals.Additionally, combo meals and value bundles utilized loss aversion, making customers feel they were gaining more for less. The psychological appeal of “saving money” reinforced loyalty among middle-class families and students with limited budgets.
McDonald’s frequently employed scarcity bias through limited-time offers and exclusive menu items. For instance, seasonal promotions or new products like the ‘Kartik Aaryan Meal’ created urgency among consumers to act quickly before the opportunity disappeared. Behavioral science indicates that scarcity triggers FOMO (fear of missing out), prompting faster decision-making.
Their advertising campaigns have consistently tapped into emotional persuasion to build strong connections with its audience. Campaigns like ‘Meals Make Families.’ emphasized shared meal experiences, evoking warmth and nostalgia while positioning McDonald's as a facilitator of family bonding. They have used these bonds to transformed themselves into a brand synonymous with family traditions in India.
The use of celebrities in their branding further enhanced relatability, while still being affordable—a dual appeal that resonated with aspirational middle-class consumers. Behavioral science shows that emotional messaging can significantly influence decision-making by creating positive associations with a brand.
McDonald’s success in India is a testament to its ability to apply behavioral science principles effectively—adapting culturally, pricing strategically, and marketing emotionally. By understanding how Indians make purchasing decisions based on value, emotion, and urgency, McDonald’s has transformed itself into a household name. They’ve mastered the art of making us feel like we’re choosing freely—when, in reality, so many of our cravings are carefully choreographed. But here’s the question you may want to ask, after reading this article: Do you know why you fall for it?
References:
https://www.jetir.org/papers/JETIR2309600.pdf
https://www.linkedin.com/pulse/marketing-sauce-mcdonalds-india-sambhav-shah-vlndf
https://pdfs.semanticscholar.org/f71c/37facf112f19b3bfe3c8e606fc5080de3b0d.pdf
https://iide.co/case-studies/mcdonalds-marketing-strategy/
https://www.linkedin.com/pulse/marketing-strategies-used-mcdonalds-india-ravi-aanjna
https://www.linkedin.com/pulse/mcdonalds-marketing-strategy-india-deepankur-dhodi
https://www.academia.edu/85477498/Marketing_Strategies_of_McDonald_s_in_India_and_in_Other_Countries
https://www.emerald.com/insight/content/doi/10.1108/eemcs-11-2017-0253/full/html
Written By: Paridhi Mota (UG’24)
Edited By: Sanjana Shankar (UG’24)
Illustration by: Rajita Khirid (UG’24)