Dear MEL Topic Readers,
How fast food giants like McDonald's found their Indian soul
When you get into a Starbucks outlet in any place in the world, you’ll find almost the same menu. But when you eat at a Kentucky Fried Chicken restaurant, you’ll find almost the same renowned fried chicken but also some locally adapted menu, like the Teriyaki chicken sandwich in Japan. If you get into a McDonald’s restaurant in India, you’ll find an almost completely different menu from other countries and even find a very distinct menu in each region. Why so different in India? First, about 80% of India’s population is Hindus, many of whom avoid eating beef. Second, over 30% of Indians are vegetarians. Also, unlike Americans who are mostly happy with just ketchup and mayonnaise, people in India like a wide variety of local flavors, spices, and ingredients. Accordingly, American fast-food restaurants adapted their standard menu to appeal to local customs and tastes. For example, Vada is a greasy, hot, and spicy doughnut that tests your gastronomic endurance. You can enjoy very different kinds of food in the same atmosphere and services as McDonald’s restaurants in other countries.
Enjoy reading the article and learning about how to develop a local business while maintaining global brand recognition.
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