Thinking Globally and Acting Locally

“Thinking globally and acting locally” meaning the company is a global brand, while adapt some product to suit different regions of the world. McDonald’s brings its expertise in supply chains and outlet operations to everywhere in the world, its menu tends to be standard in all its products and services, such as burger, fries, and a drink. But combine it with local desires and culture when it comes to a new region.

McDonald’s is taking local action by adding some new products based on local details. For example, it has beer in Germany, wine in France and mutton pies in Australia. In Russian menus, McDonald’s has added some unique and convenient products, like cabbage pies and kavass，it new products have Russian flavor because of the lack of fat in mayonnaise. And it found that French do not have the habit of eating snacks, so it added French dessert to menu.

McDonald’s also change their products according to the local tastes and laws so that they would be attractive to the local culture. In India, for instance, it provides Maharaja Mac which is made of chicken instead of beef, because Indians do not eat beef. In addition, more than 40% Indians are vegetarians, so McDonald’s also provides Veggie McNuggets. Also, it provides Barbi-Po (barbecue pork) in Japan, McLaks (grilled salmon) in Norway and burger served with rice in Indonesia. And so on, McDonald's is gradually accepted by people from different regions and countries because it had local taste and feel.

McDonald's also adapts to the local environment and takes a global action. Think locally and act globally suppliers all from local and using a standard operation and food making steps. If one company has great idea, they could quickly copy this innovated idea to other companies

The most notable place for a French McDonald's restaurant may not be the menu but the restaurant itself. French McDonald's is equipped with a luxurious modern dining table, upscale comfortable seats and highly expressive wallpaper make it easier to think of Starbucks, rather than the traditional fast food chain. This is contrary to McDonald's restaurant strategy in the United States, the United States strategy is to minimize customer time in McDonald's in order to maximize turnover. Outside the store, the store's visual image and logo are low-key, making it almost impossible to see passers-by unless the customer goes directly to the restaurant. This is in stark contrast to the McDonald's store in the United States. Other McDonald's chains also noticed a strategic shift in fast food business models. In September 2011, McDonald's in Canada learned about France and announced that it will invest 1 billion U.S. dollars to renovate 1,400 stores.

For the products, their famous Big Mac, Filet-O-Fish and Egg McMuffin were created by franchisees. Big Mac was devised by Delligatti who is the franchisee came from Pittsburgh. The enlarged burger was gaining popularity, and the sales of Delligatti’s 47 franchise stores in Pennsylvania increased sharply that a larger number of McDonald’s chains imitated it. By 1968, McDonald’s began promoting the idea across the United States, and Big Mac became a classic on its menu.

Reference

1.Vignali, C. (2001). Mcdonald’s: “think global,act local” – the marketing mix. British Food Journal, 103(2), 97-111. Retrieved from http://www.emeraldinsight.com/journals.htm?articleid=870577