With over 35,000 outlets worldwide the Mc Donald’s Corporations has stretched their famous fast food burger chain from a quick drive through meal for soldiers to an iconic brand across different cultures and countries alike. When you think of Mc Donald’s you may think of the class Big Mac or Snack Wrap. All of the classic drive through meals that have made their way into our food culture today. What many don’t think about is how Mc Donald’s has marketed themselves in different countries and places around the world to appeal to the specific culture and traditions of the location and its people. Mc Donald’s has done an amazing job branding themselves and putting themselves on the market creating region specific menus while keeping their most prized meals.
Above you have the well known french fries that have been a crowd pleaser since 1955. Our menu in the states consists of classic burgers like the Big Mac, to promotional means like McRib that come and go on the menu at customers demands. We are in many ways the melting pot, gathering people of all nations and respected religions etc. Due to this I think there is a clear reason why we have a set in stone menu that can appeal to all people. In the states if someone wants to get something more specific to their beliefs they can easily go to a cultural specific restaurant. Now I want to take a closer look at how they market themselves in other places around the world.
The first place I want to focus on is Israel. Israel is known for their strong Jewish upbringings as it is home to the Holy Land. This means that many of the individuals who live there also live up to traditional kosher standards which are foods that conform to the regulations of kashrut otherwise known as the Jewish dietary law. For example, for someone who lives a kosher lifestyle there is a rule in the Torah that states:”You may not cook a young animal in the milk of its mother” (Ex.23:19). This implies that meat cannot be mixed with dairy products. This as you know is an obvious problem for some of the products at Mc Donald’s that have cheese on it and or any dairy products. Because of this Mc Donald’s has added cultural respected products into the menu. For example: they include many wraps and flatbread combinations. They have a sandwich called a Mc Arabia grilled chicken. This is a smart marketing technique because it not only reaches out to loyal customers that love the meals exclusive to Mc Donald’s, but also brings in an audience that has religious restrictions.
Another example can be found in China. In recent years Mc Donald’s has been struggling with trying to reach the needs of the locals. Now they have keyed into the nations love of pork. They have added a item called Spicy Pork McBites. Costing 9.5 yuan ($1.56 US Currency) the company’s has created another successful product that caters directly to the consumers.
My final example can be found in India. Due to the strong Hindu traditions, the company opened restaurants just this past year that only feature vegetarian meals. With products such as the “Veggie Surprise” – a meatless burger- and the Maharaja Mac- a spicy chicken sandwich- they have reached new demographics and made their company successful in other traditional cultures.
Mc Donald’s marketing strategy to capture the attention of people worldwide has been without a doubt one of the most successful established fast food chains ever. Their regional knowledge and ability to cater to specific cultural and traditional differences among countries has really helped them surpass many other food chains. I think their ability to cater to so many different individuals because of their “special” meals has helped them substantially. What do you think of the iconic brands marketing technique?
1. Resnik, A. (2010, June 9). Strange McDonald’s Menu Items Around the World. Retrieved September 11, 2014.
2. Timmons, H. (2013, November 15). McDonald’s new China tactic is catering to the nation’s voracious love of pork. Retrieved September 11, 2014.