McDonald’s, Making Global Feel Local

McDonald’s, Making Global Feel Local

With profits tumbling around the world, McDonald's has begun to change the way that it does business.

Scott Lachut, PSFK Labs
  • 11 february 2010

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.

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