McDonalds adapting globally to cultures
McDonald around the world has achieved success by embracing globalization. It thinks globally and acts locally. For instance its advertising campaign “I'm Lovin' It” has been advertised globally but the characters and the background setting has been adapted in accordance with the local culture and customs.
Similar is the case with its food offerings. It offers customers taste and appearance variations according to their culture and religious customs. For instance to establish itself in India where Hindus do not eat beef and Muslims do not eat pork, it has introduced Vegetable Mc Nuggets and a mutton-based Maharaja Mac. These kinds of innovations are necessary to stay ahead of competition .Furthermore Paneer Salsa and fish items such as Filet-O-Fish have been presented to the consumers.
In Middle East it has adapted to the needs of the locals and introduced Mc Arabia which is a chicken grilled sandwich served on a flatbread as Arabs prefer. For Islamic countries such as Pakistan, Malaysia and Morocco it has obtained the certification for halal food and has advertised it on all its menus so Muslims and religious groups don’t make an issue out of it. Ramadan is a sacred month for Muslims and therefore the Moroccan menu offers dates, milk and cookies.
In tropical countries it has added guava juice to its menu for consumers to beat the heat while it offers beer to its consumers in France and Germany as the local culture is to drink and party. In China, Mc Nuggets are offered with chili garlic sauce (very much liked by Chinese).In Israel McDonalds had to change its menu to respect the regulations of the Jewish Halakhic law framework and kosher restaurants which does not allow eating a mixture of meat and milk and thus McDonalds separated the diary product (cheese) and meat from its Big Macs after several protests.
Last but not the least, in Singapore McDonalds launched Kaisu Burger based on the popular comic strip character Mr. Kaisu and later launched Kampung Burger which was based on a cartoon character, Kampung Boy. It had launched the Kampung Burger to denote the customary values associated with village life. Besides that it also offered desserts and beverages such as mango and durian milkshakes to appeal to local taste.
In short, McDonalds have adapted globally to customers taste buds and choices but the structure of its menu has remain standard; it offers sandwich/burger, fries and soft drink (Coca-Cola) as its main course. The main course (burger) may have variations but it’s the thin long crispy fries which is a signature/hallmark of this reputed brand.
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