Answered Essay: Give the adaptations McDonald’s has had to make to operate in different cultures.

A successful Global branding is the biggest success for a fast food giant like McDonald’s. It is the world’s most favorite restaurant which provides food based on the country they belong to. Menu and the items are customized according to the likes and tastes of the local market. The taste and the variety preferred by Americans are not preferred by Indians. And the preferences of Indians are not preferred by Japanese. So, understanding the global outlook and also understanding the tastes and preferences of its customers according to the place they belong to is one of the success points for McDonald’s.

With a product that’s served in over 117 countries, feeding millions of customers every day, McDonald’s branding success is undeniable. And the key to McDonald’s branding and marketing success is segmentation and experimentation.

• McDonald’s is a brand which is built through strategic marketing segmentation. Although it is a multinational giant, it adapts its business and menu to the different countries they operate in. They respect cultural differences and every country has its own policy of developing menu items.
• Experimentation is very vital aspect for McDonald’s. It is often carried out by adding or deleting food from the menus according to the local tastes, local trends and local popularity

In Japan, apart from the traditional menu you can find seasonal and limited-time items such as “The Teri Tama Burger”, served during spring or “The Tsukimi Burger”, served during Tsukimi season (in the autumn). In the US there are the popular “McRibs”, just available for a short time each year. In India, McPaneer Burger or McSpicy Chicken Burger or McSpicy Veg Buger are few local adaptations McDonalds had made. This is a good example of adaptations McDonalds had made in different cultures according to the customers’ tastes and preferences.