Dear MEL School’s
Topic Readers,
How McDonald's
conquered India
Though the brand
and signage are the same around the world, their menu and customers seem to be
very much localized. That may be one of the reasons McDonald’s became the world
top fast food restaurant chain, serving around 68 million customers daily in
119 countries across 35,000 outlets.
In most of the developed
countries, the restaurant is positioned as unhealthy junk food restaurant while
in developing countries it is regarded as trendy or even premium restaurant. But
that’s not it. Their menu is pretty much diversified to meet the locals’ tastes
in each market. Although most of their menus look similar, sandwiching grilled
or deep-fried patty or something with buns, what’s inside are very different
depending on the customs, religions and tastes of the market. Can you imagine a
Big Mac without beef?
Enjoy reading and
learning how the burger chain has successfully been localized in India.
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