One of the first restaurants was in Delhi, an urban area typically in an environment that attracts younger, wealthier, English-speaking people. Another place was in Mumbai, which is close to the beach and has the same kind of people. Instead of having rural areas, they needed urban society to be consumers of their product. However, farmers and rural people had to be terribly close to restaurants due to poor transportation systems. They were able to train farmers and produce healthier and better food efficiently. They still want to attract lower middle class families in India, so they have a very smart pricing strategy. While many older families believe that McDonald's is only for the rich, the McDonald's menu is 80-20 and shows pictures of the food, rather than explanation. They believe that if a less wealthy person tries one of their less expensive meals, if they like it they will spend a few dollars more next time for a more expensive meal. This also ties into the family-centric attitude, because many parents would happily buy their children an ice cream cone or a happy hour with Legos so they can leave them there.