While some of us don’t like to admit it, Americans love McDonald’s. From its humble beginnings in the 1950s to a multibillion-dollar fast food empire, McDonald’s has found itself in the hot seat numerous times over everything from allegations of using pink slime in their burgers, animal cruelty and even lawsuits over their famously fattening menu. But despite the negative press, the burger-flipping king has weathered the storm of public opinion and held strong worldwide.
If you were to ask many Europeans what they think of McDonald’s, the response would probably not be flattering. When McDonald’s hoisted their golden arches over Rome more than twenty years ago, Italian culinary and cultural activists were so enraged that they launched the Slow Food Movement to counter the invasion of “barbaric” American franchises.
Given the historically tenuous relationship between Europeans and multinational frymongers, you may be shocked to learn that some of the biggest McDonald’s fans are the French. A recent article by Roads & Kingdoms Magazine and Slate profiled the surprising cultural phenomenon and how McDonald’s is winning over a foodie culture whose cuisine is even a UNESCO-protected entity.
The most surprising revelation of McDonald’s success abroad is how much of it is because it has decided to be anti-McDonald’s in its approach. “The service is warm, the interiors thoughtfully designed, and, above all, the food…is made for French palates”, says author Matt Goulding of his recent visit to a McDonald’s outpost in Perpignan, France.
“The secret sauce at McDonald’s used to be lockstep consistency,” he continues, “but the novelty of the American hamburger stand wore off in the new millennium.” Now, French consumers are seeking the familiar tastes of home and McDonald’s is eager to offer their version. So, does this mean that McDonald’s is now a champion of local cuisine?
“You’re not likely to forget that you’re eating at a multinational chain,” clarifies Goulding. Franchise owners are still required to feature the old menu standbys — the Big Mac, McNuggets, etc. All over the world, the corporate guidelines are gradually relaxing to showcase more local flavors.
Senior Director of Global Menu Strategy, Chris Young, says that now, success lies in matching the menu to local tastes and local culture. “In Asia, you’ll see a lot more spicy things, a lot more of those umami flavors, those things to make you salivate. You’ll go over to Europe, where the menu is more refined, the tastes more relevant from a local standpoint”
Additionally, religious and cultural considerations have to be made. For example, all Israeli McDonald’s are kosher and in India, beef and pork are never on the menu. Currently, there are vegetarian locations in discussion as well. The McCafé locations, which started as a limited rollout, have quickly gained traction, especially among Latin Americans and Europeans who prefer to drink from porcelain cups and take their coffee breaks seriously.
What could other fast food chains learn from McDonalds and how they’ve effectively, and ineffectively, localized around the world?
