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Kunsang T. Lama
Global Marketing
Case 1-2
Professor Lee
2/7/2018
McDonald’s Expands Globally While Adjusting Its Local Recipe
1-15) Their alignment with their roots and at the same time changing to adapt to time is the key
to their success despite a significant slowdown in global fast food consumption. Yes, McDonalds
think both globally and locally, and also act both locally and globally. We could see examples in
the menu of their establishments around the world. McDonalds Czech Republic restaurants
featured a special lineup of New York themed sandwiches that were promoted with the iconic “I
Heart NY” logo with Wall Street Beef and Broadway chicken included as the items. McDonalds
started McBaguette, a burger made with local Charolais beef and topped with French cheese and
mustard for French taste buds. McAloo Tikka potato burger, Pizza McPuff, Paneer Salsa
McWrap, and the local favorite Chicken Maharaja Mac for Indian customers. Pork/Bacon free
for Islamic majority countries. And many more examples of where McDonalds takes both local
and global considerations in their decisions.
