McDonald’s, Making Global Feel Local

With profits tumbling around the world, McDonald’s has begun to change the way that it does business, transforming its homogenous, Americanized aesthetic into a more ‘local’ approach that celebrates regional differences. Consider selections with names like the McItaly Burger in Italy, the Maharaja Mac in India, the McLobster in Canada and the Ebi Filit-O in Japan. And while this might not be a completely new way of doing business (the McRib, anyone?), the fast food giant is supporting this effort by sourcing many of its ingredients from the actual countries in which these menu items appear. The result has seen increased sales – particularly in the UK and Europe – and a more diversified customer base. Based on the successes of McDonald’s, other multinationals such as Starbucks (local coffeeshops), Tesco (closely managing its expansion overseas) and KFC (recently announced 5-year plan to redesign the feel of its restaurants) are following suit.

The Times Online explains the evolution of localism over the last 20 years:

The concept of localism as we know it today first properly emerged two decades ago in the United States, initially as a drive among a certain kind of consumer to buy local produce and to support organic farming methods. Some of the ideas, though, were older. Many of the themes espoused by those pursuing what might be called a “localist” agenda — local provenance, craft production and a dislike of homogenised food and drink.

During the past decade, however, the concept of localism has evolved and is now seen by many, particularly those on the left, as a possible counter-balance to globalisation. Businesses, particularly multinationals, are having to adapt accordingly — and few have done it as successfully as McDonald’s.

Times Online: McDonalds: The World’s Local Restaurant

[image via sashafatcat on Flickr]