ANALYSIS STRATEGY GLOBAL MARKETING MCDONALD'S
COMPANY IN THE UNITED STATES MARKET
Introduction
Globalization has many positive and negative impacts and these impacts can change
from continent to continent, region to region, country to country, city to city and person to
person. The results of globalization can be witnessed all over the world and each result has
both positive and negative values for mankind. One important impact of globalization has
been multinational corporations. In an increasingly wild condition of competition, especially
in the era of globalization, a brand must have different frameworks prepared to keep an eye
on the dangers from competitors. In addition, they must also be ready to have the option to
keep up with any developments that occur from both inside and outside the organization,
political changes, social changes, or actual economic changes. The progress of the economy
and business in every country today is very rapid in line with monetary developments in all
fields. Multinational companies open branches all over the world and they have become a
symbol of globalization. This aims to encourage brand marketing. The purpose of marketing
is to meet and satisfy the needs and desires of target customers by means of which more
better from at the competitors. Marketers always looking for the emergence of customer
trends that point to new marketing opportunities.
Today, the progress of the era of globalization in the food and beverage sector can be
seen in the existence of a business model that is increasingly interested and implemented in
this field, namely franchising. The franchise business itself occurs when the franchisor sells
the franchisee the right to market its branded products and use its business practices
(Combs, Michael, & Castrogiovanni, 2004). Combs, et al (2004) also state that as a form of
organization, franchising is widely recognized as an important driver of growth in
entrepreneurial firms, especially by making products (goods or services) close to
geographically dispersed customers.
McDonald's is the world's largest restaurant chain with 36,000 stores in more than 100
countries and serving 68 million customers every day. McDonald's is an American fast food
company, founded in 1940 as a restaurant operated by Richard and Maurice McDonald's, in
San Bernardino, California, United States. McDonald's is also one of the restaurant chains
using the franchise business model and has standardized operations and training around the
world. The vast majority (>90%) of their stores are run as franchises. As they say: "The
power of our franchisees, suppliers and employees working together towards a common
goal is what makes McDonald's the world's leading fast food restaurant brand" (Schramade,
2019).
Of the many places to eat or fast food restaurants in United States, based on Good
Stats (2020) data, McDonald's is the restaurant with the largest interest, namely 46.6%
among young people. Then it is followed by KFC restaurants which are in demand as much
as 30.7%. Furthermore, others 9.8% prefer Richeese Factory and only 5% like Burger King.
While the rest (7.9%) answered a variety, ranging from Pizza Hovel, Carl's Jr, A&W,
Geprek Bensu, to Olive Broiled Chicken.
In United States alone, McDonald's has been present since 1991 and continues to
grow to this day. Whereas where we know that the industry tends to have a high competitive
level and its competitors as previously mentioned are companies that have long been
established. Therefore, based on the above problems, this article aims to find out the results
of the researcher's study of systemic methodologies related to global world marketing that
are scientifically based and relevant for multinational organizations such as McDonald's in
maintaining their business and facing ongoing business competition both on a local and
global scale. The results of this exploration are expected to provide good results in the
writing and practice of using global marketing systems so that it is believed to provide input
to multinational organizations in choosing international marketing strategies so that
multinational organizations can succeed in competition.
Methodology
Based on the phenomena contained in this research, the type of research used is
library research with a qualitative approach. Library research is a collection of information
sources and similar resources, which can be accessed by certain communities for reference
or loan (Zed, 2004). Library collections can include books, magazines, newspapers,
manuscripts, films, maps, prints, documents, microforms, CDs, cassettes, videotapes,
DVDs, Blu-ray Discs, e-books, audiobooks, databases, and other formats (Zed, 2004).
According to (Sugiyono, 2014) also states that the qualitative research approach used is a
process of research and understanding based on methods that investigate social phenomena
and human problems.
Research Focus
The focus of research is something to clarify a discussion in research. According to
(Sugiyono, 2014) focus is a problem limitation in qualitative research, which contains
subject matter that is still general in nature. Thus, the focus of this research is McDonald's
global marketing efforts in the United States market.
Data Source
The type of data in the data source used in this research is secondary data sources.
Secondary data sources are data collected from second hand or from other sources that have
been available before the research was conducted. Secondary data sources can include
documents, photographs, archives, books, journals and official reports related to this
research (Sugiyono, 2014). The documents needed in this study are those related to
marketing, global marketing, and also consumer behavior.
Results And Discussion
Product and Cultural Diversification
In entering the international or global market, McDonald's chooses a franchise model,
uniquely McDonald's makes cultural adjustments in each market country. They realize that
each country has cultural differences including taste, which then creates additional menus.
The following are some examples of the implementation of cultural differences at
McDonald's International outlets:
Thailand
In Thailand, McDonald's has 3 signature menus which are Samurai Pork Burger, Corn
Pie, and Pineapple Pie.
Japan
McDonald's Japan has a Filet-O-Fish menu, although it is available at McDonald's
US, but instead, they offer this staple as a breakfast item. McDonald's Japan also serves
squid ink burgers (with black buns) and Daigaku Imo fries. McDonald's Japan also serves a
variant of chocolate-covered fries.
Norway
McDonald's Norway restaurant offers menu items such as Chilli Cheese tops (which
are like cheese poppers), pasta salad, and some fish items. They also serve breakfast
sandwiches with Brunost, which is a traditional Norwegian cheese.
Brazil
Pão Na Chapa and Pão De Queijo are the two types of bread offered at McDonalds for
breakfast. Pão Na Chapa is bread served with butter and Pão De Queijo is bread served with
cheese. In addition, another major highlight of McDonald's Brazil menu is the Cheddar
McMelt.
India
Unsurprisingly, McDonald's in India has a predominantly vegetarian menu to cater to
customers who don't eat beef or meat at all, and most of the menu has Indian spices and hot
sauces.
Their breakfast menu includes Veg Pizza McPuff, vegetarian pizza pockets, Maharaja
Mac, a chicken version of the Big Mac, as well as a vegetarian version with a patty made
from corn and cheese. McDonald's India also serves many dishes made from paneer, which
is similar to hard cottage cheese, such as the McSpicy Paneer burger or Spicy Paneer Wrap.
Morocco
The meat used at McDonalds Morocco is halal, meaning it is prepared in accordance
with Islamic law and the Quran. They serve staple foods like Big Macs and Happy Meals.
They also have specialty menus such as McArabia, a chicken sandwich with Moroccan
spices in pita bread, which is also found in other Arab countries. In addition, McDonald's
Morocco also serves the Gambas burger, whose patty is made from shrimp instead of meat.
France
McDonald's in France is much more elegant than the usual. They offer the Blue
Cheese Burger, the Alpine Burger with three types of cheese, the McBaguette, and a fancy
burger served with a fork and knife.
McDonald's France locations also emphasize the McCafé section of the restaurant,
serving a variety of baked goods in glass displays and elegant drinks such as creamy
cappuccinos served in glass cups instead of plastic like other McDonald's drinks. In
addition, McDonald's France also has stand-alone McCafé locations unlike McDonald's in
other countries where McDonald's and McCafé are in one location.
McDonald's France is also one of the outlets that have been using automated cash
registers similar to ATMs for a long time, long before McDonald's United States adopted
them. The machine aims to speed up service during long queues.
Mexico
McDonald's Mexico packs a lot of flavor into their menu. They offer the Pico
Guacamole Burger as well as Jalapeño Poppers. Their signature menu for breakfast is
McMollettes. They also have Queso pies and sauces that can only be found at McDonald's
Mexico which are salsa verde and chimichurri.
United States
McDonald's United States itself offers traditional United States food menus that are
combined into more modern food such as the McD Nasi Uduk menu with Sambal Terasi,
McD Chicken Porridge which is used in the breakfast category menu, Rica-Rica Chicken
Rice, Rica-Rica Fish Rice, and Klepon Cake.
Based on this study, it can be concluded that although McDonald's has a positioning in
the minds of consumers as a fast food outlet that sells burgers and crispy chicken, they carry
out a strategy of adjusting to the different tastes and cultural habits of various regions.
McDonald's pays attention to the different regional eating habits in different regions in each
country of McDonald's branches, and develops new products that meet local tastes and
regional characteristics. From a corporate perspective, "integration" makes the brand
strategies of different countries and regions the same, and there will be no differentiated
development. "Differentiation" allows McDonald's to be recognized by local consumers,
and emotionally increases consumers' favorability to the company, so that McDonald's can
promote consumer consumption (Wu & Ma, 2021).
Meeting the Needs of Key Audiences
McDonald's has a wide market so they need to identify the market or audience of their
business. To build a long-term business and win market share, it is important to retain
people once they become customers. Customers are not all the same. Market research
identifies different types of customers.
Before the existence of delivery services, consumer behavior in making purchases on
food products was to come to a physical store location, just like McDonald's consumers who
had to come first to get what they needed or wanted with each having different reasons.
McDonald's can tailor communication to the needs of specific groups. It is their needs that
determine the types of products and services offered, the prices charged, the promotions
made, and the location of the restaurant.
The first audience is parents who have children, McDonald's gives them a menu
selection for children and adults. For example, for children there is a Happy Meal menu and
for adults there is Spicy Chicken or Cola. In addition, McDonald's also provides seats for
toddlers. For the children to adult audience, McDonald's provides a playground and
McDonald's statue. The bright colors (red and yellow) are also an attraction for children.
Another audience is that workers are McDonald's, which is fast food, able to provide
fast service of no more than 15 minutes so that McDonald's can provide solutions for time.
The last audience is teenagers, McDonald's can provide free internet service and a
comfortable place.
Conclusion
This research primarily focuses on McDonald's marketing strategy in United States.
The first focuses on the use of marketing localization which leads to product and cultural
diversification and the second is related to meeting the needs of key audiences. Marketing
localization involves McDonald's combining United States characteristics with local culture
and food characteristics such as the use of sambal terasi, which is typical of United States,
which is then combined with the addition of services such as the internet, play areas, special
seats for toddlers, and others that aim to meet the various needs of their consumers or
audiences. This strategy allowed McDonald's to grow very rapidly in the United States
market in a short time. However, there are still some shortcomings in this study. For
example, the location and area of each store were not asked, and only rough statistics can be
made. Future research could especially explore how McDonald's chose the emerging
consumer groups, and why it chose them.
Product and Cultural Diversification
In entering the international or global market, McDonald's chooses a franchise model,
uniquely McDonald's makes cultural adjustments in each market country. They realize that
each country has cultural differences including taste, which then creates additional menus.
The following are some examples of the implementation of cultural differences at
McDonald's International outlets:
Thailand
In Thailand, McDonald's has 3 signature menus which are Samurai Pork Burger, Corn
Pie, and Pineapple Pie.
Japan
McDonald's Japan has a Filet-O-Fish menu, although it is available at McDonald's
US, but instead, they offer this staple as a breakfast item. McDonald's Japan also serves
squid ink burgers (with black buns) and Daigaku Imo fries. McDonald's Japan also serves a
variant of chocolate-covered fries.
Norway
McDonald's Norway restaurant offers menu items such as Chilli Cheese tops (which
are like cheese poppers), pasta salad, and some fish items. They also serve breakfast
sandwiches with Brunost, which is a traditional Norwegian cheese.
Brazil
Pão Na Chapa and Pão De Queijo are the two types of bread offered at McDonalds for
breakfast. Pão Na Chapa is bread served with butter and Pão De Queijo is bread served with
cheese. In addition, another major highlight of McDonald's Brazil menu is the Cheddar
McMelt.
India
Unsurprisingly, McDonald's in India has a predominantly vegetarian menu to cater to
customers who don't eat beef or meat at all, and most of the menu has Indian spices and hot
sauces.
Their breakfast menu includes Veg Pizza McPuff, vegetarian pizza pockets, Maharaja
Mac, a chicken version of the Big Mac, as well as a vegetarian version with a patty made
from corn and cheese. McDonald's India also serves many dishes made from paneer, which
is similar to hard cottage cheese, such as the McSpicy Paneer burger or Spicy Paneer Wrap.
Morocco
The meat used at McDonalds Morocco is halal, meaning it is prepared in accordance
with Islamic law and the Quran. They serve staple foods like Big Macs and Happy Meals.
They also have specialty menus such as McArabia, a chicken sandwich with Moroccan
spices in pita bread, which is also found in other Arab countries. In addition, McDonald's
Morocco also serves the Gambas burger, whose patty is made from shrimp instead of meat.
France
McDonald's in France is much more elegant than the usual. They offer the Blue
Cheese Burger, the Alpine Burger with three types of cheese, the McBaguette, and a fancy
burger served with a fork and knife.
McDonald's France locations also emphasize the McCafé section of the restaurant,
serving a variety of baked goods in glass displays and elegant drinks such as creamy
cappuccinos served in glass cups instead of plastic like other McDonald's drinks. In
addition, McDonald's France also has stand-alone McCafé locations unlike McDonald's in
other countries where McDonald's and McCafé are in one location.
McDonald's France is also one of the outlets that have been using automated cash
registers similar to ATMs for a long time, long before McDonald's United States adopted
them. The machine aims to speed up service during long queues.
Mexico
McDonald's Mexico packs a lot of flavor into their menu. They offer the Pico
Guacamole Burger as well as Jalapeño Poppers. Their signature menu for breakfast is
McMollettes. They also have Queso pies and sauces that can only be found at McDonald's
Mexico which are salsa verde and chimichurri.
United States
McDonald's United States itself offers traditional United States food menus that are
combined into more modern food such as the McD Nasi Uduk menu with Sambal Terasi,
McD Chicken Porridge which is used in the breakfast category menu, Rica-Rica Chicken
Rice, Rica-Rica Fish Rice, and Klepon Cake.
Based on this study, it can be concluded that although McDonald's has a positioning in
the minds of consumers as a fast food outlet that sells burgers and crispy chicken, they carry
out a strategy of adjusting to the different tastes and cultural habits of various regions.
McDonald's pays attention to the different regional eating habits in different regions in each
country of McDonald's branches, and develops new products that meet local tastes and
regional characteristics. From a corporate perspective, "integration" makes the brand
strategies of different countries and regions the same, and there will be no differentiated
development. "Differentiation" allows McDonald's to be recognized by local consumers,
and emotionally increases consumers' favorability to the company, so that McDonald's can
promote consumer consumption (Wu & Ma, 2021).
Meeting the Needs of Key Audiences
McDonald's has a wide market so they need to identify the market or audience of their
business. To build a long-term business and win market share, it is important to retain
people once they become customers. Customers are not all the same. Market research
identifies different types of customers.
Before the existence of delivery services, consumer behavior in making purchases on
food products was to come to a physical store location, just like McDonald's consumers who
had to come first to get what they needed or wanted with each having different reasons.
McDonald's can tailor communication to the needs of specific groups. It is their needs that
determine the types of products and services offered, the prices charged, the promotions
made, and the location of the restaurant.
The first audience is parents who have children, McDonald's gives them a menu
selection for children and adults. For example, for children there is a Happy Meal menu and
for adults there is Spicy Chicken or Cola. In addition, McDonald's also provides seats for
toddlers. For the children to adult audience, McDonald's provides a playground and
McDonald's statue. The bright colors (red and yellow) are also an attraction for children.
Another audience is that workers are McDonald's, which is fast food, able to provide
fast service of no more than 15 minutes so that McDonald's can provide solutions for time.
The last audience is teenagers, McDonald's can provide free internet service and a
comfortable place.
Conclusion
This research primarily focuses on McDonald's marketing strategy in United States.
The first focuses on the use of marketing localization which leads to product and cultural
diversification and the second is related to meeting the needs of key audiences. Marketing
localization involves McDonald's combining United States characteristics with local culture
and food characteristics such as the use of sambal terasi, which is typical of United States,
which is then combined with the addition of services such as the internet, play areas, special
seats for toddlers, and others that aim to meet the various needs of their consumers or
audiences. This strategy allowed McDonald's to grow very rapidly in the United States
market in a short time. However, there are still some shortcomings in this study. For
example, the location and area of each store were not asked, and only rough statistics can be
made. Future research could especially explore how McDonald's chose the emerging
consumer groups, and why it chose them.
Product and Cultural Diversification
In entering the international or global market, McDonald's chooses a franchise model,
uniquely McDonald's makes cultural adjustments in each market country. They realize that
each country has cultural differences including taste, which then creates additional menus.
The following are some examples of the implementation of cultural differences at
McDonald's International outlets:
Thailand
In Thailand, McDonald's has 3 signature menus which are Samurai Pork Burger, Corn
Pie, and Pineapple Pie.
Japan
McDonald's Japan has a Filet-O-Fish menu, although it is available at McDonald's
US, but instead, they offer this staple as a breakfast item. McDonald's Japan also serves
squid ink burgers (with black buns) and Daigaku Imo fries. McDonald's Japan also serves a
variant of chocolate-covered fries.
Norway
McDonald's Norway restaurant offers menu items such as Chilli Cheese tops (which
are like cheese poppers), pasta salad, and some fish items. They also serve breakfast
sandwiches with Brunost, which is a traditional Norwegian cheese.
Brazil
Pão Na Chapa and Pão De Queijo are the two types of bread offered at McDonalds for
breakfast. Pão Na Chapa is bread served with butter and Pão De Queijo is bread served with
cheese. In addition, another major highlight of McDonald's Brazil menu is the Cheddar
McMelt.
India
Unsurprisingly, McDonald's in India has a predominantly vegetarian menu to cater to
customers who don't eat beef or meat at all, and most of the menu has Indian spices and hot
sauces.
Their breakfast menu includes Veg Pizza McPuff, vegetarian pizza pockets, Maharaja
Mac, a chicken version of the Big Mac, as well as a vegetarian version with a patty made
from corn and cheese. McDonald's India also serves many dishes made from paneer, which
is similar to hard cottage cheese, such as the McSpicy Paneer burger or Spicy Paneer Wrap.
Morocco
The meat used at McDonalds Morocco is halal, meaning it is prepared in accordance
with Islamic law and the Quran. They serve staple foods like Big Macs and Happy Meals.
They also have specialty menus such as McArabia, a chicken sandwich with Moroccan
spices in pita bread, which is also found in other Arab countries. In addition, McDonald's
Morocco also serves the Gambas burger, whose patty is made from shrimp instead of meat.
France
McDonald's in France is much more elegant than the usual. They offer the Blue
Cheese Burger, the Alpine Burger with three types of cheese, the McBaguette, and a fancy
burger served with a fork and knife.
McDonald's France locations also emphasize the McCafé section of the restaurant,
serving a variety of baked goods in glass displays and elegant drinks such as creamy
cappuccinos served in glass cups instead of plastic like other McDonald's drinks. In
addition, McDonald's France also has stand-alone McCafé locations unlike McDonald's in
other countries where McDonald's and McCafé are in one location.
McDonald's France is also one of the outlets that have been using automated cash
registers similar to ATMs for a long time, long before McDonald's United States adopted
them. The machine aims to speed up service during long queues.
Mexico
McDonald's Mexico packs a lot of flavor into their menu. They offer the Pico
Guacamole Burger as well as Jalapeño Poppers. Their signature menu for breakfast is
McMollettes. They also have Queso pies and sauces that can only be found at McDonald's
Mexico which are salsa verde and chimichurri.
United States
McDonald's United States itself offers traditional United States food menus that are
combined into more modern food such as the McD Nasi Uduk menu with Sambal Terasi,
McD Chicken Porridge which is used in the breakfast category menu, Rica-Rica Chicken
Rice, Rica-Rica Fish Rice, and Klepon Cake.
Based on this study, it can be concluded that although McDonald's has a positioning in
the minds of consumers as a fast food outlet that sells burgers and crispy chicken, they carry
out a strategy of adjusting to the different tastes and cultural habits of various regions.
McDonald's pays attention to the different regional eating habits in different regions in each
country of McDonald's branches, and develops new products that meet local tastes and
regional characteristics. From a corporate perspective, "integration" makes the brand
strategies of different countries and regions the same, and there will be no differentiated
development. "Differentiation" allows McDonald's to be recognized by local consumers,
and emotionally increases consumers' favorability to the company, so that McDonald's can
promote consumer consumption (Wu & Ma, 2021).
Meeting the Needs of Key Audiences
McDonald's has a wide market so they need to identify the market or audience of their
business. To build a long-term business and win market share, it is important to retain
people once they become customers. Customers are not all the same. Market research
identifies different types of customers.
Before the existence of delivery services, consumer behavior in making purchases on
food products was to come to a physical store location, just like McDonald's consumers who
had to come first to get what they needed or wanted with each having different reasons.
McDonald's can tailor communication to the needs of specific groups. It is their needs that
determine the types of products and services offered, the prices charged, the promotions
made, and the location of the restaurant.
The first audience is parents who have children, McDonald's gives them a menu
selection for children and adults. For example, for children there is a Happy Meal menu and
for adults there is Spicy Chicken or Cola. In addition, McDonald's also provides seats for
toddlers. For the children to adult audience, McDonald's provides a playground and
McDonald's statue. The bright colors (red and yellow) are also an attraction for children.
Another audience is that workers are McDonald's, which is fast food, able to provide
fast service of no more than 15 minutes so that McDonald's can provide solutions for time.
The last audience is teenagers, McDonald's can provide free internet service and a
comfortable place.
Conclusion
This research primarily focuses on McDonald's marketing strategy in United States.
The first focuses on the use of marketing localization which leads to product and cultural
diversification and the second is related to meeting the needs of key audiences. Marketing
localization involves McDonald's combining United States characteristics with local culture
and food characteristics such as the use of sambal terasi, which is typical of United States,
which is then combined with the addition of services such as the internet, play areas, special
seats for toddlers, and others that aim to meet the various needs of their consumers or
audiences. This strategy allowed McDonald's to grow very rapidly in the United States
market in a short time. However, there are still some shortcomings in this study. For
example, the location and area of each store were not asked, and only rough statistics can be
made. Future research could especially explore how McDonald's chose the emerging
consumer groups, and why it chose them.
Product and Cultural Diversification
In entering the international or global market, McDonald's chooses a franchise model,
uniquely McDonald's makes cultural adjustments in each market country. They realize that
each country has cultural differences including taste, which then creates additional menus.
The following are some examples of the implementation of cultural differences at
McDonald's International outlets:
Thailand
In Thailand, McDonald's has 3 signature menus which are Samurai Pork Burger, Corn
Pie, and Pineapple Pie.
Japan
McDonald's Japan has a Filet-O-Fish menu, although it is available at McDonald's
US, but instead, they offer this staple as a breakfast item. McDonald's Japan also serves
squid ink burgers (with black buns) and Daigaku Imo fries. McDonald's Japan also serves a
variant of chocolate-covered fries.
Norway
McDonald's Norway restaurant offers menu items such as Chilli Cheese tops (which
are like cheese poppers), pasta salad, and some fish items. They also serve breakfast
sandwiches with Brunost, which is a traditional Norwegian cheese.
Brazil
Pão Na Chapa and Pão De Queijo are the two types of bread offered at McDonalds for
breakfast. Pão Na Chapa is bread served with butter and Pão De Queijo is bread served with
cheese. In addition, another major highlight of McDonald's Brazil menu is the Cheddar
McMelt.
India
Unsurprisingly, McDonald's in India has a predominantly vegetarian menu to cater to
customers who don't eat beef or meat at all, and most of the menu has Indian spices and hot
sauces.
Their breakfast menu includes Veg Pizza McPuff, vegetarian pizza pockets, Maharaja
Mac, a chicken version of the Big Mac, as well as a vegetarian version with a patty made
from corn and cheese. McDonald's India also serves many dishes made from paneer, which
is similar to hard cottage cheese, such as the McSpicy Paneer burger or Spicy Paneer Wrap.
Morocco
The meat used at McDonalds Morocco is halal, meaning it is prepared in accordance
with Islamic law and the Quran. They serve staple foods like Big Macs and Happy Meals.
They also have specialty menus such as McArabia, a chicken sandwich with Moroccan
spices in pita bread, which is also found in other Arab countries. In addition, McDonald's
Morocco also serves the Gambas burger, whose patty is made from shrimp instead of meat.
France
McDonald's in France is much more elegant than the usual. They offer the Blue
Cheese Burger, the Alpine Burger with three types of cheese, the McBaguette, and a fancy
burger served with a fork and knife.
McDonald's France locations also emphasize the McCafé section of the restaurant,
serving a variety of baked goods in glass displays and elegant drinks such as creamy
cappuccinos served in glass cups instead of plastic like other McDonald's drinks. In
addition, McDonald's France also has stand-alone McCafé locations unlike McDonald's in
other countries where McDonald's and McCafé are in one location.
McDonald's France is also one of the outlets that have been using automated cash
registers similar to ATMs for a long time, long before McDonald's United States adopted
them. The machine aims to speed up service during long queues.
Mexico
McDonald's Mexico packs a lot of flavor into their menu. They offer the Pico
Guacamole Burger as well as Jalapeño Poppers. Their signature menu for breakfast is
McMollettes. They also have Queso pies and sauces that can only be found at McDonald's
Mexico which are salsa verde and chimichurri.
United States
McDonald's United States itself offers traditional United States food menus that are
combined into more modern food such as the McD Nasi Uduk menu with Sambal Terasi,
McD Chicken Porridge which is used in the breakfast category menu, Rica-Rica Chicken
Rice, Rica-Rica Fish Rice, and Klepon Cake.
Based on this study, it can be concluded that although McDonald's has a positioning in
the minds of consumers as a fast food outlet that sells burgers and crispy chicken, they carry
out a strategy of adjusting to the different tastes and cultural habits of various regions.
McDonald's pays attention to the different regional eating habits in different regions in each
country of McDonald's branches, and develops new products that meet local tastes and
regional characteristics. From a corporate perspective, "integration" makes the brand
strategies of different countries and regions the same, and there will be no differentiated
development. "Differentiation" allows McDonald's to be recognized by local consumers,
and emotionally increases consumers' favorability to the company, so that McDonald's can
promote consumer consumption (Wu & Ma, 2021).
Meeting the Needs of Key Audiences
McDonald's has a wide market so they need to identify the market or audience of their
business. To build a long-term business and win market share, it is important to retain
people once they become customers. Customers are not all the same. Market research
identifies different types of customers.
Before the existence of delivery services, consumer behavior in making purchases on
food products was to come to a physical store location, just like McDonald's consumers who
had to come first to get what they needed or wanted with each having different reasons.
McDonald's can tailor communication to the needs of specific groups. It is their needs that
determine the types of products and services offered, the prices charged, the promotions
made, and the location of the restaurant.
The first audience is parents who have children, McDonald's gives them a menu
selection for children and adults. For example, for children there is a Happy Meal menu and
for adults there is Spicy Chicken or Cola. In addition, McDonald's also provides seats for
toddlers. For the children to adult audience, McDonald's provides a playground and
McDonald's statue. The bright colors (red and yellow) are also an attraction for children.
Another audience is that workers are McDonald's, which is fast food, able to provide
fast service of no more than 15 minutes so that McDonald's can provide solutions for time.
The last audience is teenagers, McDonald's can provide free internet service and a
comfortable place.
Conclusion
This research primarily focuses on McDonald's marketing strategy in United States.
The first focuses on the use of marketing localization which leads to product and cultural
diversification and the second is related to meeting the needs of key audiences. Marketing
localization involves McDonald's combining United States characteristics with local culture
and food characteristics such as the use of sambal terasi, which is typical of United States,
which is then combined with the addition of services such as the internet, play areas, special
seats for toddlers, and others that aim to meet the various needs of their consumers or
audiences. This strategy allowed McDonald's to grow very rapidly in the United States
market in a short time. However, there are still some shortcomings in this study. For
example, the location and area of each store were not asked, and only rough statistics can be
made. Future research could especially explore how McDonald's chose the emerging
consumer groups, and why it chose them.
Product and Cultural Diversification
In entering the international or global market, McDonald's chooses a franchise model,
uniquely McDonald's makes cultural adjustments in each market country. They realize that
each country has cultural differences including taste, which then creates additional menus.
The following are some examples of the implementation of cultural differences at
McDonald's International outlets:
Thailand
In Thailand, McDonald's has 3 signature menus which are Samurai Pork Burger, Corn
Pie, and Pineapple Pie.
Japan
McDonald's Japan has a Filet-O-Fish menu, although it is available at McDonald's
US, but instead, they offer this staple as a breakfast item. McDonald's Japan also serves
squid ink burgers (with black buns) and Daigaku Imo fries. McDonald's Japan also serves a
variant of chocolate-covered fries.
Norway
McDonald's Norway restaurant offers menu items such as Chilli Cheese tops (which
are like cheese poppers), pasta salad, and some fish items. They also serve breakfast
sandwiches with Brunost, which is a traditional Norwegian cheese.
Brazil
Pão Na Chapa and Pão De Queijo are the two types of bread offered at McDonalds for
breakfast. Pão Na Chapa is bread served with butter and Pão De Queijo is bread served with
cheese. In addition, another major highlight of McDonald's Brazil menu is the Cheddar
McMelt.
India
Unsurprisingly, McDonald's in India has a predominantly vegetarian menu to cater to
customers who don't eat beef or meat at all, and most of the menu has Indian spices and hot
sauces.
Their breakfast menu includes Veg Pizza McPuff, vegetarian pizza pockets, Maharaja
Mac, a chicken version of the Big Mac, as well as a vegetarian version with a patty made
from corn and cheese. McDonald's India also serves many dishes made from paneer, which
is similar to hard cottage cheese, such as the McSpicy Paneer burger or Spicy Paneer Wrap.
Morocco
The meat used at McDonalds Morocco is halal, meaning it is prepared in accordance
with Islamic law and the Quran. They serve staple foods like Big Macs and Happy Meals.
They also have specialty menus such as McArabia, a chicken sandwich with Moroccan
spices in pita bread, which is also found in other Arab countries. In addition, McDonald's
Morocco also serves the Gambas burger, whose patty is made from shrimp instead of meat.
France
McDonald's in France is much more elegant than the usual. They offer the Blue
Cheese Burger, the Alpine Burger with three types of cheese, the McBaguette, and a fancy
burger served with a fork and knife.
McDonald's France locations also emphasize the McCafé section of the restaurant,
serving a variety of baked goods in glass displays and elegant drinks such as creamy
cappuccinos served in glass cups instead of plastic like other McDonald's drinks. In
addition, McDonald's France also has stand-alone McCafé locations unlike McDonald's in
other countries where McDonald's and McCafé are in one location.
McDonald's France is also one of the outlets that have been using automated cash
registers similar to ATMs for a long time, long before McDonald's United States adopted
them. The machine aims to speed up service during long queues.
Mexico
McDonald's Mexico packs a lot of flavor into their menu. They offer the Pico
Guacamole Burger as well as Jalapeño Poppers. Their signature menu for breakfast is
McMollettes. They also have Queso pies and sauces that can only be found at McDonald's
Mexico which are salsa verde and chimichurri.
United States
McDonald's United States itself offers traditional United States food menus that are
combined into more modern food such as the McD Nasi Uduk menu with Sambal Terasi,
McD Chicken Porridge which is used in the breakfast category menu, Rica-Rica Chicken
Rice, Rica-Rica Fish Rice, and Klepon Cake.
Based on this study, it can be concluded that although McDonald's has a positioning in
the minds of consumers as a fast food outlet that sells burgers and crispy chicken, they carry
out a strategy of adjusting to the different tastes and cultural habits of various regions.
McDonald's pays attention to the different regional eating habits in different regions in each
country of McDonald's branches, and develops new products that meet local tastes and
regional characteristics. From a corporate perspective, "integration" makes the brand
strategies of different countries and regions the same, and there will be no differentiated
development. "Differentiation" allows McDonald's to be recognized by local consumers,
and emotionally increases consumers' favorability to the company, so that McDonald's can
promote consumer consumption (Wu & Ma, 2021).
Meeting the Needs of Key Audiences
McDonald's has a wide market so they need to identify the market or audience of their
business. To build a long-term business and win market share, it is important to retain
people once they become customers. Customers are not all the same. Market research
identifies different types of customers.
Before the existence of delivery services, consumer behavior in making purchases on
food products was to come to a physical store location, just like McDonald's consumers who
had to come first to get what they needed or wanted with each having different reasons.
McDonald's can tailor communication to the needs of specific groups. It is their needs that
determine the types of products and services offered, the prices charged, the promotions
made, and the location of the restaurant.
The first audience is parents who have children, McDonald's gives them a menu
selection for children and adults. For example, for children there is a Happy Meal menu and
for adults there is Spicy Chicken or Cola. In addition, McDonald's also provides seats for
toddlers. For the children to adult audience, McDonald's provides a playground and
McDonald's statue. The bright colors (red and yellow) are also an attraction for children.
Another audience is that workers are McDonald's, which is fast food, able to provide
fast service of no more than 15 minutes so that McDonald's can provide solutions for time.
The last audience is teenagers, McDonald's can provide free internet service and a
comfortable place.
Conclusion
This research primarily focuses on McDonald's marketing strategy in United States.
The first focuses on the use of marketing localization which leads to product and cultural
diversification and the second is related to meeting the needs of key audiences. Marketing
localization involves McDonald's combining United States characteristics with local culture
and food characteristics such as the use of sambal terasi, which is typical of United States,
which is then combined with the addition of services such as the internet, play areas, special
seats for toddlers, and others that aim to meet the various needs of their consumers or
audiences. This strategy allowed McDonald's to grow very rapidly in the United States
market in a short time. However, there are still some shortcomings in this study. For
example, the location and area of each store were not asked, and only rough statistics can be
made. Future research could especially explore how McDonald's chose the emerging
consumer groups, and why it chose them.
Product and Cultural Diversification
In entering the international or global market, McDonald's chooses a franchise model,
uniquely McDonald's makes cultural adjustments in each market country. They realize that
each country has cultural differences including taste, which then creates additional menus.
The following are some examples of the implementation of cultural differences at
McDonald's International outlets:
Thailand
In Thailand, McDonald's has 3 signature menus which are Samurai Pork Burger, Corn
Pie, and Pineapple Pie.
Japan
McDonald's Japan has a Filet-O-Fish menu, although it is available at McDonald's
US, but instead, they offer this staple as a breakfast item. McDonald's Japan also serves
squid ink burgers (with black buns) and Daigaku Imo fries. McDonald's Japan also serves a
variant of chocolate-covered fries.
Norway
McDonald's Norway restaurant offers menu items such as Chilli Cheese tops (which
are like cheese poppers), pasta salad, and some fish items. They also serve breakfast
sandwiches with Brunost, which is a traditional Norwegian cheese.
Brazil
Pão Na Chapa and Pão De Queijo are the two types of bread offered at McDonalds for
breakfast. Pão Na Chapa is bread served with butter and Pão De Queijo is bread served with
cheese. In addition, another major highlight of McDonald's Brazil menu is the Cheddar
McMelt.
India
Unsurprisingly, McDonald's in India has a predominantly vegetarian menu to cater to
customers who don't eat beef or meat at all, and most of the menu has Indian spices and hot
sauces.
Their breakfast menu includes Veg Pizza McPuff, vegetarian pizza pockets, Maharaja
Mac, a chicken version of the Big Mac, as well as a vegetarian version with a patty made
from corn and cheese. McDonald's India also serves many dishes made from paneer, which
is similar to hard cottage cheese, such as the McSpicy Paneer burger or Spicy Paneer Wrap.
Morocco
The meat used at McDonalds Morocco is halal, meaning it is prepared in accordance
with Islamic law and the Quran. They serve staple foods like Big Macs and Happy Meals.
They also have specialty menus such as McArabia, a chicken sandwich with Moroccan
spices in pita bread, which is also found in other Arab countries. In addition, McDonald's
Morocco also serves the Gambas burger, whose patty is made from shrimp instead of meat.
France
McDonald's in France is much more elegant than the usual. They offer the Blue
Cheese Burger, the Alpine Burger with three types of cheese, the McBaguette, and a fancy
burger served with a fork and knife.
McDonald's France locations also emphasize the McCafé section of the restaurant,
serving a variety of baked goods in glass displays and elegant drinks such as creamy
cappuccinos served in glass cups instead of plastic like other McDonald's drinks. In
addition, McDonald's France also has stand-alone McCafé locations unlike McDonald's in
other countries where McDonald's and McCafé are in one location.
McDonald's France is also one of the outlets that have been using automated cash
registers similar to ATMs for a long time, long before McDonald's United States adopted
them. The machine aims to speed up service during long queues.
Mexico
McDonald's Mexico packs a lot of flavor into their menu. They offer the Pico
Guacamole Burger as well as Jalapeño Poppers. Their signature menu for breakfast is
McMollettes. They also have Queso pies and sauces that can only be found at McDonald's
Mexico which are salsa verde and chimichurri.
United States
McDonald's United States itself offers traditional United States food menus that are
combined into more modern food such as the McD Nasi Uduk menu with Sambal Terasi,
McD Chicken Porridge which is used in the breakfast category menu, Rica-Rica Chicken
Rice, Rica-Rica Fish Rice, and Klepon Cake.
Based on this study, it can be concluded that although McDonald's has a positioning in
the minds of consumers as a fast food outlet that sells burgers and crispy chicken, they carry
out a strategy of adjusting to the different tastes and cultural habits of various regions.
McDonald's pays attention to the different regional eating habits in different regions in each
country of McDonald's branches, and develops new products that meet local tastes and
regional characteristics. From a corporate perspective, "integration" makes the brand
strategies of different countries and regions the same, and there will be no differentiated
development. "Differentiation" allows McDonald's to be recognized by local consumers,
and emotionally increases consumers' favorability to the company, so that McDonald's can
promote consumer consumption (Wu & Ma, 2021).
Meeting the Needs of Key Audiences
McDonald's has a wide market so they need to identify the market or audience of their
business. To build a long-term business and win market share, it is important to retain
people once they become customers. Customers are not all the same. Market research
identifies different types of customers.
Before the existence of delivery services, consumer behavior in making purchases on
food products was to come to a physical store location, just like McDonald's consumers who
had to come first to get what they needed or wanted with each having different reasons.
McDonald's can tailor communication to the needs of specific groups. It is their needs that
determine the types of products and services offered, the prices charged, the promotions
made, and the location of the restaurant.
The first audience is parents who have children, McDonald's gives them a menu
selection for children and adults. For example, for children there is a Happy Meal menu and
for adults there is Spicy Chicken or Cola. In addition, McDonald's also provides seats for
toddlers. For the children to adult audience, McDonald's provides a playground and
McDonald's statue. The bright colors (red and yellow) are also an attraction for children.
Another audience is that workers are McDonald's, which is fast food, able to provide
fast service of no more than 15 minutes so that McDonald's can provide solutions for time.
The last audience is teenagers, McDonald's can provide free internet service and a
comfortable place.
Conclusion
This research primarily focuses on McDonald's marketing strategy in United States.
The first focuses on the use of marketing localization which leads to product and cultural
diversification and the second is related to meeting the needs of key audiences. Marketing
localization involves McDonald's combining United States characteristics with local culture
and food characteristics such as the use of sambal terasi, which is typical of United States,
which is then combined with the addition of services such as the internet, play areas, special
seats for toddlers, and others that aim to meet the various needs of their consumers or
audiences. This strategy allowed McDonald's to grow very rapidly in the United States
market in a short time. However, there are still some shortcomings in this study. For
example, the location and area of each store were not asked, and only rough statistics can be
made. Future research could especially explore how McDonald's chose the emerging
consumer groups, and why it chose them.
Product and Cultural Diversification
In entering the international or global market, McDonald's chooses a franchise model,
uniquely McDonald's makes cultural adjustments in each market country. They realize that
each country has cultural differences including taste, which then creates additional menus.
The following are some examples of the implementation of cultural differences at
McDonald's International outlets:
Thailand
In Thailand, McDonald's has 3 signature menus which are Samurai Pork Burger, Corn
Pie, and Pineapple Pie.
Japan
McDonald's Japan has a Filet-O-Fish menu, although it is available at McDonald's
US, but instead, they offer this staple as a breakfast item. McDonald's Japan also serves
squid ink burgers (with black buns) and Daigaku Imo fries. McDonald's Japan also serves a
variant of chocolate-covered fries.
Norway
McDonald's Norway restaurant offers menu items such as Chilli Cheese tops (which
are like cheese poppers), pasta salad, and some fish items. They also serve breakfast
sandwiches with Brunost, which is a traditional Norwegian cheese.
Brazil
Pão Na Chapa and Pão De Queijo are the two types of bread offered at McDonalds for
breakfast. Pão Na Chapa is bread served with butter and Pão De Queijo is bread served with
cheese. In addition, another major highlight of McDonald's Brazil menu is the Cheddar
McMelt.
India
Unsurprisingly, McDonald's in India has a predominantly vegetarian menu to cater to
customers who don't eat beef or meat at all, and most of the menu has Indian spices and hot
sauces.
Their breakfast menu includes Veg Pizza McPuff, vegetarian pizza pockets, Maharaja
Mac, a chicken version of the Big Mac, as well as a vegetarian version with a patty made
from corn and cheese. McDonald's India also serves many dishes made from paneer, which
is similar to hard cottage cheese, such as the McSpicy Paneer burger or Spicy Paneer Wrap.
Morocco
The meat used at McDonalds Morocco is halal, meaning it is prepared in accordance
with Islamic law and the Quran. They serve staple foods like Big Macs and Happy Meals.
They also have specialty menus such as McArabia, a chicken sandwich with Moroccan
spices in pita bread, which is also found in other Arab countries. In addition, McDonald's
Morocco also serves the Gambas burger, whose patty is made from shrimp instead of meat.
France
McDonald's in France is much more elegant than the usual. They offer the Blue
Cheese Burger, the Alpine Burger with three types of cheese, the McBaguette, and a fancy
burger served with a fork and knife.
McDonald's France locations also emphasize the McCafé section of the restaurant,
serving a variety of baked goods in glass displays and elegant drinks such as creamy
cappuccinos served in glass cups instead of plastic like other McDonald's drinks. In
addition, McDonald's France also has stand-alone McCafé locations unlike McDonald's in
other countries where McDonald's and McCafé are in one location.
McDonald's France is also one of the outlets that have been using automated cash
registers similar to ATMs for a long time, long before McDonald's United States adopted
them. The machine aims to speed up service during long queues.
Mexico
McDonald's Mexico packs a lot of flavor into their menu. They offer the Pico
Guacamole Burger as well as Jalapeño Poppers. Their signature menu for breakfast is
McMollettes. They also have Queso pies and sauces that can only be found at McDonald's
Mexico which are salsa verde and chimichurri.
United States
McDonald's United States itself offers traditional United States food menus that are
combined into more modern food such as the McD Nasi Uduk menu with Sambal Terasi,
McD Chicken Porridge which is used in the breakfast category menu, Rica-Rica Chicken
Rice, Rica-Rica Fish Rice, and Klepon Cake.
Based on this study, it can be concluded that although McDonald's has a positioning in
the minds of consumers as a fast food outlet that sells burgers and crispy chicken, they carry
out a strategy of adjusting to the different tastes and cultural habits of various regions.
McDonald's pays attention to the different regional eating habits in different regions in each
country of McDonald's branches, and develops new products that meet local tastes and
regional characteristics. From a corporate perspective, "integration" makes the brand
strategies of different countries and regions the same, and there will be no differentiated
development. "Differentiation" allows McDonald's to be recognized by local consumers,
and emotionally increases consumers' favorability to the company, so that McDonald's can
promote consumer consumption (Wu & Ma, 2021).
Meeting the Needs of Key Audiences
McDonald's has a wide market so they need to identify the market or audience of their
business. To build a long-term business and win market share, it is important to retain
people once they become customers. Customers are not all the same. Market research
identifies different types of customers.
Before the existence of delivery services, consumer behavior in making purchases on
food products was to come to a physical store location, just like McDonald's consumers who
had to come first to get what they needed or wanted with each having different reasons.
McDonald's can tailor communication to the needs of specific groups. It is their needs that
determine the types of products and services offered, the prices charged, the promotions
made, and the location of the restaurant.
The first audience is parents who have children, McDonald's gives them a menu
selection for children and adults. For example, for children there is a Happy Meal menu and
for adults there is Spicy Chicken or Cola. In addition, McDonald's also provides seats for
toddlers. For the children to adult audience, McDonald's provides a playground and
McDonald's statue. The bright colors (red and yellow) are also an attraction for children.
Another audience is that workers are McDonald's, which is fast food, able to provide
fast service of no more than 15 minutes so that McDonald's can provide solutions for time.
The last audience is teenagers, McDonald's can provide free internet service and a
comfortable place.
Conclusion
This research primarily focuses on McDonald's marketing strategy in United States.
The first focuses on the use of marketing localization which leads to product and cultural
diversification and the second is related to meeting the needs of key audiences. Marketing
localization involves McDonald's combining United States characteristics with local culture
and food characteristics such as the use of sambal terasi, which is typical of United States,
which is then combined with the addition of services such as the internet, play areas, special
seats for toddlers, and others that aim to meet the various needs of their consumers or
audiences. This strategy allowed McDonald's to grow very rapidly in the United States
market in a short time. However, there are still some shortcomings in this study. For
example, the location and area of each store were not asked, and only rough statistics can be
made. Future research could especially explore how McDonald's chose the emerging
consumer groups, and why it chose them.
Product and Cultural Diversification
In entering the international or global market, McDonald's chooses a franchise model,
uniquely McDonald's makes cultural adjustments in each market country. They realize that
each country has cultural differences including taste, which then creates additional menus.
The following are some examples of the implementation of cultural differences at
McDonald's International outlets:
Thailand
In Thailand, McDonald's has 3 signature menus which are Samurai Pork Burger, Corn
Pie, and Pineapple Pie.
Japan
McDonald's Japan has a Filet-O-Fish menu, although it is available at McDonald's
US, but instead, they offer this staple as a breakfast item. McDonald's Japan also serves
squid ink burgers (with black buns) and Daigaku Imo fries. McDonald's Japan also serves a
variant of chocolate-covered fries.
Norway
McDonald's Norway restaurant offers menu items such as Chilli Cheese tops (which
are like cheese poppers), pasta salad, and some fish items. They also serve breakfast
sandwiches with Brunost, which is a traditional Norwegian cheese.
Brazil
Pão Na Chapa and Pão De Queijo are the two types of bread offered at McDonalds for
breakfast. Pão Na Chapa is bread served with butter and Pão De Queijo is bread served with
cheese. In addition, another major highlight of McDonald's Brazil menu is the Cheddar
McMelt.
India
Unsurprisingly, McDonald's in India has a predominantly vegetarian menu to cater to
customers who don't eat beef or meat at all, and most of the menu has Indian spices and hot
sauces.
Their breakfast menu includes Veg Pizza McPuff, vegetarian pizza pockets, Maharaja
Mac, a chicken version of the Big Mac, as well as a vegetarian version with a patty made
from corn and cheese. McDonald's India also serves many dishes made from paneer, which
is similar to hard cottage cheese, such as the McSpicy Paneer burger or Spicy Paneer Wrap.
Morocco
The meat used at McDonalds Morocco is halal, meaning it is prepared in accordance
with Islamic law and the Quran. They serve staple foods like Big Macs and Happy Meals.
They also have specialty menus such as McArabia, a chicken sandwich with Moroccan
spices in pita bread, which is also found in other Arab countries. In addition, McDonald's
Morocco also serves the Gambas burger, whose patty is made from shrimp instead of meat.
France
McDonald's in France is much more elegant than the usual. They offer the Blue
Cheese Burger, the Alpine Burger with three types of cheese, the McBaguette, and a fancy
burger served with a fork and knife.
McDonald's France locations also emphasize the McCafé section of the restaurant,
serving a variety of baked goods in glass displays and elegant drinks such as creamy
cappuccinos served in glass cups instead of plastic like other McDonald's drinks. In
addition, McDonald's France also has stand-alone McCafé locations unlike McDonald's in
other countries where McDonald's and McCafé are in one location.
McDonald's France is also one of the outlets that have been using automated cash
registers similar to ATMs for a long time, long before McDonald's United States adopted
them. The machine aims to speed up service during long queues.
Mexico
McDonald's Mexico packs a lot of flavor into their menu. They offer the Pico
Guacamole Burger as well as Jalapeño Poppers. Their signature menu for breakfast is
McMollettes. They also have Queso pies and sauces that can only be found at McDonald's
Mexico which are salsa verde and chimichurri.
United States
McDonald's United States itself offers traditional United States food menus that are
combined into more modern food such as the McD Nasi Uduk menu with Sambal Terasi,
McD Chicken Porridge which is used in the breakfast category menu, Rica-Rica Chicken
Rice, Rica-Rica Fish Rice, and Klepon Cake.
Based on this study, it can be concluded that although McDonald's has a positioning in
the minds of consumers as a fast food outlet that sells burgers and crispy chicken, they carry
out a strategy of adjusting to the different tastes and cultural habits of various regions.
McDonald's pays attention to the different regional eating habits in different regions in each
country of McDonald's branches, and develops new products that meet local tastes and
regional characteristics. From a corporate perspective, "integration" makes the brand
strategies of different countries and regions the same, and there will be no differentiated
development. "Differentiation" allows McDonald's to be recognized by local consumers,
and emotionally increases consumers' favorability to the company, so that McDonald's can
promote consumer consumption (Wu & Ma, 2021).
Meeting the Needs of Key Audiences
McDonald's has a wide market so they need to identify the market or audience of their
business. To build a long-term business and win market share, it is important to retain
people once they become customers. Customers are not all the same. Market research
identifies different types of customers.
Before the existence of delivery services, consumer behavior in making purchases on
food products was to come to a physical store location, just like McDonald's consumers who
had to come first to get what they needed or wanted with each having different reasons.
McDonald's can tailor communication to the needs of specific groups. It is their needs that
determine the types of products and services offered, the prices charged, the promotions
made, and the location of the restaurant.
The first audience is parents who have children, McDonald's gives them a menu
selection for children and adults. For example, for children there is a Happy Meal menu and
for adults there is Spicy Chicken or Cola. In addition, McDonald's also provides seats for
toddlers. For the children to adult audience, McDonald's provides a playground and
McDonald's statue. The bright colors (red and yellow) are also an attraction for children.
Another audience is that workers are McDonald's, which is fast food, able to provide
fast service of no more than 15 minutes so that McDonald's can provide solutions for time.
The last audience is teenagers, McDonald's can provide free internet service and a
comfortable place.
Conclusion
This research primarily focuses on McDonald's marketing strategy in United States.
The first focuses on the use of marketing localization which leads to product and cultural
diversification and the second is related to meeting the needs of key audiences. Marketing
localization involves McDonald's combining United States characteristics with local culture
and food characteristics such as the use of sambal terasi, which is typical of United States,
which is then combined with the addition of services such as the internet, play areas, special
seats for toddlers, and others that aim to meet the various needs of their consumers or
audiences. This strategy allowed McDonald's to grow very rapidly in the United States
market in a short time. However, there are still some shortcomings in this study. For
example, the location and area of each store were not asked, and only rough statistics can be
made. Future research could especially explore how McDonald's chose the emerging
consumer groups, and why it chose them.
Product and Cultural Diversification
In entering the international or global market, McDonald's chooses a franchise model,
uniquely McDonald's makes cultural adjustments in each market country. They realize that
each country has cultural differences including taste, which then creates additional menus.
The following are some examples of the implementation of cultural differences at
McDonald's International outlets:
Thailand
In Thailand, McDonald's has 3 signature menus which are Samurai Pork Burger, Corn
Pie, and Pineapple Pie.
Japan
McDonald's Japan has a Filet-O-Fish menu, although it is available at McDonald's
US, but instead, they offer this staple as a breakfast item. McDonald's Japan also serves
squid ink burgers (with black buns) and Daigaku Imo fries. McDonald's Japan also serves a
variant of chocolate-covered fries.
Norway
McDonald's Norway restaurant offers menu items such as Chilli Cheese tops (which
are like cheese poppers), pasta salad, and some fish items. They also serve breakfast
sandwiches with Brunost, which is a traditional Norwegian cheese.
Brazil
Pão Na Chapa and Pão De Queijo are the two types of bread offered at McDonalds for
breakfast. Pão Na Chapa is bread served with butter and Pão De Queijo is bread served with
cheese. In addition, another major highlight of McDonald's Brazil menu is the Cheddar
McMelt.
India
Unsurprisingly, McDonald's in India has a predominantly vegetarian menu to cater to
customers who don't eat beef or meat at all, and most of the menu has Indian spices and hot
sauces.
Their breakfast menu includes Veg Pizza McPuff, vegetarian pizza pockets, Maharaja
Mac, a chicken version of the Big Mac, as well as a vegetarian version with a patty made
from corn and cheese. McDonald's India also serves many dishes made from paneer, which
is similar to hard cottage cheese, such as the McSpicy Paneer burger or Spicy Paneer Wrap.
Morocco
The meat used at McDonalds Morocco is halal, meaning it is prepared in accordance
with Islamic law and the Quran. They serve staple foods like Big Macs and Happy Meals.
They also have specialty menus such as McArabia, a chicken sandwich with Moroccan
spices in pita bread, which is also found in other Arab countries. In addition, McDonald's
Morocco also serves the Gambas burger, whose patty is made from shrimp instead of meat.
France
McDonald's in France is much more elegant than the usual. They offer the Blue
Cheese Burger, the Alpine Burger with three types of cheese, the McBaguette, and a fancy
burger served with a fork and knife.
McDonald's France locations also emphasize the McCafé section of the restaurant,
serving a variety of baked goods in glass displays and elegant drinks such as creamy
cappuccinos served in glass cups instead of plastic like other McDonald's drinks. In
addition, McDonald's France also has stand-alone McCafé locations unlike McDonald's in
other countries where McDonald's and McCafé are in one location.
McDonald's France is also one of the outlets that have been using automated cash
registers similar to ATMs for a long time, long before McDonald's United States adopted
them. The machine aims to speed up service during long queues.
Mexico
McDonald's Mexico packs a lot of flavor into their menu. They offer the Pico
Guacamole Burger as well as Jalapeño Poppers. Their signature menu for breakfast is
McMollettes. They also have Queso pies and sauces that can only be found at McDonald's
Mexico which are salsa verde and chimichurri.
United States
McDonald's United States itself offers traditional United States food menus that are
combined into more modern food such as the McD Nasi Uduk menu with Sambal Terasi,
McD Chicken Porridge which is used in the breakfast category menu, Rica-Rica Chicken
Rice, Rica-Rica Fish Rice, and Klepon Cake.
Based on this study, it can be concluded that although McDonald's has a positioning in
the minds of consumers as a fast food outlet that sells burgers and crispy chicken, they carry
out a strategy of adjusting to the different tastes and cultural habits of various regions.
McDonald's pays attention to the different regional eating habits in different regions in each
country of McDonald's branches, and develops new products that meet local tastes and
regional characteristics. From a corporate perspective, "integration" makes the brand
strategies of different countries and regions the same, and there will be no differentiated
development. "Differentiation" allows McDonald's to be recognized by local consumers,
and emotionally increases consumers' favorability to the company, so that McDonald's can
promote consumer consumption (Wu & Ma, 2021).
Meeting the Needs of Key Audiences
McDonald's has a wide market so they need to identify the market or audience of their
business. To build a long-term business and win market share, it is important to retain
people once they become customers. Customers are not all the same. Market research
identifies different types of customers.
Before the existence of delivery services, consumer behavior in making purchases on
food products was to come to a physical store location, just like McDonald's consumers who
had to come first to get what they needed or wanted with each having different reasons.
McDonald's can tailor communication to the needs of specific groups. It is their needs that
determine the types of products and services offered, the prices charged, the promotions
made, and the location of the restaurant.
The first audience is parents who have children, McDonald's gives them a menu
selection for children and adults. For example, for children there is a Happy Meal menu and
for adults there is Spicy Chicken or Cola. In addition, McDonald's also provides seats for
toddlers. For the children to adult audience, McDonald's provides a playground and
McDonald's statue. The bright colors (red and yellow) are also an attraction for children.
Another audience is that workers are McDonald's, which is fast food, able to provide
fast service of no more than 15 minutes so that McDonald's can provide solutions for time.
The last audience is teenagers, McDonald's can provide free internet service and a
comfortable place.
Conclusion
This research primarily focuses on McDonald's marketing strategy in United States.
The first focuses on the use of marketing localization which leads to product and cultural
diversification and the second is related to meeting the needs of key audiences. Marketing
localization involves McDonald's combining United States characteristics with local culture
and food characteristics such as the use of sambal terasi, which is typical of United States,
which is then combined with the addition of services such as the internet, play areas, special
seats for toddlers, and others that aim to meet the various needs of their consumers or
audiences. This strategy allowed McDonald's to grow very rapidly in the United States
market in a short time. However, there are still some shortcomings in this study. For
example, the location and area of each store were not asked, and only rough statistics can be
made. Future research could especially explore how McDonald's chose the emerging
consumer groups, and why it chose them.
Product and Cultural Diversification
In entering the international or global market, McDonald's chooses a franchise model,
uniquely McDonald's makes cultural adjustments in each market country. They realize that
each country has cultural differences including taste, which then creates additional menus.
The following are some examples of the implementation of cultural differences at
McDonald's International outlets:
Thailand
In Thailand, McDonald's has 3 signature menus which are Samurai Pork Burger, Corn
Pie, and Pineapple Pie.
Japan
McDonald's Japan has a Filet-O-Fish menu, although it is available at McDonald's
US, but instead, they offer this staple as a breakfast item. McDonald's Japan also serves
squid ink burgers (with black buns) and Daigaku Imo fries. McDonald's Japan also serves a
variant of chocolate-covered fries.
Norway
McDonald's Norway restaurant offers menu items such as Chilli Cheese tops (which
are like cheese poppers), pasta salad, and some fish items. They also serve breakfast
sandwiches with Brunost, which is a traditional Norwegian cheese.
Brazil
Pão Na Chapa and Pão De Queijo are the two types of bread offered at McDonalds for
breakfast. Pão Na Chapa is bread served with butter and Pão De Queijo is bread served with
cheese. In addition, another major highlight of McDonald's Brazil menu is the Cheddar
McMelt.
India
Unsurprisingly, McDonald's in India has a predominantly vegetarian menu to cater to
customers who don't eat beef or meat at all, and most of the menu has Indian spices and hot
sauces.
Their breakfast menu includes Veg Pizza McPuff, vegetarian pizza pockets, Maharaja
Mac, a chicken version of the Big Mac, as well as a vegetarian version with a patty made
from corn and cheese. McDonald's India also serves many dishes made from paneer, which
is similar to hard cottage cheese, such as the McSpicy Paneer burger or Spicy Paneer Wrap.
Morocco
The meat used at McDonalds Morocco is halal, meaning it is prepared in accordance
with Islamic law and the Quran. They serve staple foods like Big Macs and Happy Meals.
They also have specialty menus such as McArabia, a chicken sandwich with Moroccan
spices in pita bread, which is also found in other Arab countries. In addition, McDonald's
Morocco also serves the Gambas burger, whose patty is made from shrimp instead of meat.
France
McDonald's in France is much more elegant than the usual. They offer the Blue
Cheese Burger, the Alpine Burger with three types of cheese, the McBaguette, and a fancy
burger served with a fork and knife.
McDonald's France locations also emphasize the McCafé section of the restaurant,
serving a variety of baked goods in glass displays and elegant drinks such as creamy
cappuccinos served in glass cups instead of plastic like other McDonald's drinks. In
addition, McDonald's France also has stand-alone McCafé locations unlike McDonald's in
other countries where McDonald's and McCafé are in one location.
McDonald's France is also one of the outlets that have been using automated cash
registers similar to ATMs for a long time, long before McDonald's United States adopted
them. The machine aims to speed up service during long queues.
Mexico
McDonald's Mexico packs a lot of flavor into their menu. They offer the Pico
Guacamole Burger as well as Jalapeño Poppers. Their signature menu for breakfast is
McMollettes. They also have Queso pies and sauces that can only be found at McDonald's
Mexico which are salsa verde and chimichurri.
United States
McDonald's United States itself offers traditional United States food menus that are
combined into more modern food such as the McD Nasi Uduk menu with Sambal Terasi,
McD Chicken Porridge which is used in the breakfast category menu, Rica-Rica Chicken
Rice, Rica-Rica Fish Rice, and Klepon Cake.
Based on this study, it can be concluded that although McDonald's has a positioning in
the minds of consumers as a fast food outlet that sells burgers and crispy chicken, they carry
out a strategy of adjusting to the different tastes and cultural habits of various regions.
McDonald's pays attention to the different regional eating habits in different regions in each
country of McDonald's branches, and develops new products that meet local tastes and
regional characteristics. From a corporate perspective, "integration" makes the brand
strategies of different countries and regions the same, and there will be no differentiated
development. "Differentiation" allows McDonald's to be recognized by local consumers,
and emotionally increases consumers' favorability to the company, so that McDonald's can
promote consumer consumption (Wu & Ma, 2021).
Meeting the Needs of Key Audiences
McDonald's has a wide market so they need to identify the market or audience of their
business. To build a long-term business and win market share, it is important to retain
people once they become customers. Customers are not all the same. Market research
identifies different types of customers.
Before the existence of delivery services, consumer behavior in making purchases on
food products was to come to a physical store location, just like McDonald's consumers who
had to come first to get what they needed or wanted with each having different reasons.
McDonald's can tailor communication to the needs of specific groups. It is their needs that
determine the types of products and services offered, the prices charged, the promotions
made, and the location of the restaurant.
The first audience is parents who have children, McDonald's gives them a menu
selection for children and adults. For example, for children there is a Happy Meal menu and
for adults there is Spicy Chicken or Cola. In addition, McDonald's also provides seats for
toddlers. For the children to adult audience, McDonald's provides a playground and
McDonald's statue. The bright colors (red and yellow) are also an attraction for children.
Another audience is that workers are McDonald's, which is fast food, able to provide
fast service of no more than 15 minutes so that McDonald's can provide solutions for time.
The last audience is teenagers, McDonald's can provide free internet service and a
comfortable place.
Conclusion
This research primarily focuses on McDonald's marketing strategy in United States.
The first focuses on the use of marketing localization which leads to product and cultural
diversification and the second is related to meeting the needs of key audiences. Marketing
localization involves McDonald's combining United States characteristics with local culture
and food characteristics such as the use of sambal terasi, which is typical of United States,
which is then combined with the addition of services such as the internet, play areas, special
seats for toddlers, and others that aim to meet the various needs of their consumers or
audiences. This strategy allowed McDonald's to grow very rapidly in the United States
market in a short time. However, there are still some shortcomings in this study. For
example, the location and area of each store were not asked, and only rough statistics can be
made. Future research could especially explore how McDonald's chose the emerging
consumer groups, and why it chose them.
Product and Cultural Diversification
In entering the international or global market, McDonald's chooses a franchise model,
uniquely McDonald's makes cultural adjustments in each market country. They realize that
each country has cultural differences including taste, which then creates additional menus.
The following are some examples of the implementation of cultural differences at
McDonald's International outlets:
Thailand
In Thailand, McDonald's has 3 signature menus which are Samurai Pork Burger, Corn
Pie, and Pineapple Pie.
Japan
McDonald's Japan has a Filet-O-Fish menu, although it is available at McDonald's
US, but instead, they offer this staple as a breakfast item. McDonald's Japan also serves
squid ink burgers (with black buns) and Daigaku Imo fries. McDonald's Japan also serves a
variant of chocolate-covered fries.
Norway
McDonald's Norway restaurant offers menu items such as Chilli Cheese tops (which
are like cheese poppers), pasta salad, and some fish items. They also serve breakfast
sandwiches with Brunost, which is a traditional Norwegian cheese.
Brazil
Pão Na Chapa and Pão De Queijo are the two types of bread offered at McDonalds for
breakfast. Pão Na Chapa is bread served with butter and Pão De Queijo is bread served with
cheese. In addition, another major highlight of McDonald's Brazil menu is the Cheddar
McMelt.
India
Unsurprisingly, McDonald's in India has a predominantly vegetarian menu to cater to
customers who don't eat beef or meat at all, and most of the menu has Indian spices and hot
sauces.
Their breakfast menu includes Veg Pizza McPuff, vegetarian pizza pockets, Maharaja
Mac, a chicken version of the Big Mac, as well as a vegetarian version with a patty made
from corn and cheese. McDonald's India also serves many dishes made from paneer, which
is similar to hard cottage cheese, such as the McSpicy Paneer burger or Spicy Paneer Wrap.
Morocco
The meat used at McDonalds Morocco is halal, meaning it is prepared in accordance
with Islamic law and the Quran. They serve staple foods like Big Macs and Happy Meals.
They also have specialty menus such as McArabia, a chicken sandwich with Moroccan
spices in pita bread, which is also found in other Arab countries. In addition, McDonald's
Morocco also serves the Gambas burger, whose patty is made from shrimp instead of meat.
France
McDonald's in France is much more elegant than the usual. They offer the Blue
Cheese Burger, the Alpine Burger with three types of cheese, the McBaguette, and a fancy
burger served with a fork and knife.
McDonald's France locations also emphasize the McCafé section of the restaurant,
serving a variety of baked goods in glass displays and elegant drinks such as creamy
cappuccinos served in glass cups instead of plastic like other McDonald's drinks. In
addition, McDonald's France also has stand-alone McCafé locations unlike McDonald's in
other countries where McDonald's and McCafé are in one location.
McDonald's France is also one of the outlets that have been using automated cash
registers similar to ATMs for a long time, long before McDonald's United States adopted
them. The machine aims to speed up service during long queues.
Mexico
McDonald's Mexico packs a lot of flavor into their menu. They offer the Pico
Guacamole Burger as well as Jalapeño Poppers. Their signature menu for breakfast is
McMollettes. They also have Queso pies and sauces that can only be found at McDonald's
Mexico which are salsa verde and chimichurri.
United States
McDonald's United States itself offers traditional United States food menus that are
combined into more modern food such as the McD Nasi Uduk menu with Sambal Terasi,
McD Chicken Porridge which is used in the breakfast category menu, Rica-Rica Chicken
Rice, Rica-Rica Fish Rice, and Klepon Cake.
Based on this study, it can be concluded that although McDonald's has a positioning in
the minds of consumers as a fast food outlet that sells burgers and crispy chicken, they carry
out a strategy of adjusting to the different tastes and cultural habits of various regions.
McDonald's pays attention to the different regional eating habits in different regions in each
country of McDonald's branches, and develops new products that meet local tastes and
regional characteristics. From a corporate perspective, "integration" makes the brand
strategies of different countries and regions the same, and there will be no differentiated
development. "Differentiation" allows McDonald's to be recognized by local consumers,
and emotionally increases consumers' favorability to the company, so that McDonald's can
promote consumer consumption (Wu & Ma, 2021).
Meeting the Needs of Key Audiences
McDonald's has a wide market so they need to identify the market or audience of their
business. To build a long-term business and win market share, it is important to retain
people once they become customers. Customers are not all the same. Market research
identifies different types of customers.
Before the existence of delivery services, consumer behavior in making purchases on
food products was to come to a physical store location, just like McDonald's consumers who
had to come first to get what they needed or wanted with each having different reasons.
McDonald's can tailor communication to the needs of specific groups. It is their needs that
determine the types of products and services offered, the prices charged, the promotions
made, and the location of the restaurant.
The first audience is parents who have children, McDonald's gives them a menu
selection for children and adults. For example, for children there is a Happy Meal menu and
for adults there is Spicy Chicken or Cola. In addition, McDonald's also provides seats for
toddlers. For the children to adult audience, McDonald's provides a playground and
McDonald's statue. The bright colors (red and yellow) are also an attraction for children.
Another audience is that workers are McDonald's, which is fast food, able to provide
fast service of no more than 15 minutes so that McDonald's can provide solutions for time.
The last audience is teenagers, McDonald's can provide free internet service and a
comfortable place.
Conclusion
This research primarily focuses on McDonald's marketing strategy in United States.
The first focuses on the use of marketing localization which leads to product and cultural
diversification and the second is related to meeting the needs of key audiences. Marketing
localization involves McDonald's combining United States characteristics with local culture
and food characteristics such as the use of sambal terasi, which is typical of United States,
which is then combined with the addition of services such as the internet, play areas, special
seats for toddlers, and others that aim to meet the various needs of their consumers or
audiences. This strategy allowed McDonald's to grow very rapidly in the United States
market in a short time. However, there are still some shortcomings in this study. For
example, the location and area of each store were not asked, and only rough statistics can be
made. Future research could especially explore how McDonald's chose the emerging
consumer groups, and why it chose them.
Product and Cultural Diversification
In entering the international or global market, McDonald's chooses a franchise model,
uniquely McDonald's makes cultural adjustments in each market country. They realize that
each country has cultural differences including taste, which then creates additional menus.
The following are some examples of the implementation of cultural differences at
McDonald's International outlets:
Thailand
In Thailand, McDonald's has 3 signature menus which are Samurai Pork Burger, Corn
Pie, and Pineapple Pie.
Japan
McDonald's Japan has a Filet-O-Fish menu, although it is available at McDonald's
US, but instead, they offer this staple as a breakfast item. McDonald's Japan also serves
squid ink burgers (with black buns) and Daigaku Imo fries. McDonald's Japan also serves a
variant of chocolate-covered fries.
Norway
McDonald's Norway restaurant offers menu items such as Chilli Cheese tops (which
are like cheese poppers), pasta salad, and some fish items. They also serve breakfast
sandwiches with Brunost, which is a traditional Norwegian cheese.
Brazil
Pão Na Chapa and Pão De Queijo are the two types of bread offered at McDonalds for
breakfast. Pão Na Chapa is bread served with butter and Pão De Queijo is bread served with
cheese. In addition, another major highlight of McDonald's Brazil menu is the Cheddar
McMelt.
India
Unsurprisingly, McDonald's in India has a predominantly vegetarian menu to cater to
customers who don't eat beef or meat at all, and most of the menu has Indian spices and hot
sauces.
Their breakfast menu includes Veg Pizza McPuff, vegetarian pizza pockets, Maharaja
Mac, a chicken version of the Big Mac, as well as a vegetarian version with a patty made
from corn and cheese. McDonald's India also serves many dishes made from paneer, which
is similar to hard cottage cheese, such as the McSpicy Paneer burger or Spicy Paneer Wrap.
Morocco
The meat used at McDonalds Morocco is halal, meaning it is prepared in accordance
with Islamic law and the Quran. They serve staple foods like Big Macs and Happy Meals.
They also have specialty menus such as McArabia, a chicken sandwich with Moroccan
spices in pita bread, which is also found in other Arab countries. In addition, McDonald's
Morocco also serves the Gambas burger, whose patty is made from shrimp instead of meat.
France
McDonald's in France is much more elegant than the usual. They offer the Blue
Cheese Burger, the Alpine Burger with three types of cheese, the McBaguette, and a fancy
burger served with a fork and knife.
McDonald's France locations also emphasize the McCafé section of the restaurant,
serving a variety of baked goods in glass displays and elegant drinks such as creamy
cappuccinos served in glass cups instead of plastic like other McDonald's drinks. In
addition, McDonald's France also has stand-alone McCafé locations unlike McDonald's in
other countries where McDonald's and McCafé are in one location.
McDonald's France is also one of the outlets that have been using automated cash
registers similar to ATMs for a long time, long before McDonald's United States adopted
them. The machine aims to speed up service during long queues.
Mexico
McDonald's Mexico packs a lot of flavor into their menu. They offer the Pico
Guacamole Burger as well as Jalapeño Poppers. Their signature menu for breakfast is
McMollettes. They also have Queso pies and sauces that can only be found at McDonald's
Mexico which are salsa verde and chimichurri.
United States
McDonald's United States itself offers traditional United States food menus that are
combined into more modern food such as the McD Nasi Uduk menu with Sambal Terasi,
McD Chicken Porridge which is used in the breakfast category menu, Rica-Rica Chicken
Rice, Rica-Rica Fish Rice, and Klepon Cake.
Based on this study, it can be concluded that although McDonald's has a positioning in
the minds of consumers as a fast food outlet that sells burgers and crispy chicken, they carry
out a strategy of adjusting to the different tastes and cultural habits of various regions.
McDonald's pays attention to the different regional eating habits in different regions in each
country of McDonald's branches, and develops new products that meet local tastes and
regional characteristics. From a corporate perspective, "integration" makes the brand
strategies of different countries and regions the same, and there will be no differentiated
development. "Differentiation" allows McDonald's to be recognized by local consumers,
and emotionally increases consumers' favorability to the company, so that McDonald's can
promote consumer consumption (Wu & Ma, 2021).
Meeting the Needs of Key Audiences
McDonald's has a wide market so they need to identify the market or audience of their
business. To build a long-term business and win market share, it is important to retain
people once they become customers. Customers are not all the same. Market research
identifies different types of customers.
Before the existence of delivery services, consumer behavior in making purchases on
food products was to come to a physical store location, just like McDonald's consumers who
had to come first to get what they needed or wanted with each having different reasons.
McDonald's can tailor communication to the needs of specific groups. It is their needs that
determine the types of products and services offered, the prices charged, the promotions
made, and the location of the restaurant.
The first audience is parents who have children, McDonald's gives them a menu
selection for children and adults. For example, for children there is a Happy Meal menu and
for adults there is Spicy Chicken or Cola. In addition, McDonald's also provides seats for
toddlers. For the children to adult audience, McDonald's provides a playground and
McDonald's statue. The bright colors (red and yellow) are also an attraction for children.
Another audience is that workers are McDonald's, which is fast food, able to provide
fast service of no more than 15 minutes so that McDonald's can provide solutions for time.
The last audience is teenagers, McDonald's can provide free internet service and a
comfortable place.
Conclusion
This research primarily focuses on McDonald's marketing strategy in United States.
The first focuses on the use of marketing localization which leads to product and cultural
diversification and the second is related to meeting the needs of key audiences. Marketing
localization involves McDonald's combining United States characteristics with local culture
and food characteristics such as the use of sambal terasi, which is typical of United States,
which is then combined with the addition of services such as the internet, play areas, special
seats for toddlers, and others that aim to meet the various needs of their consumers or
audiences. This strategy allowed McDonald's to grow very rapidly in the United States
market in a short time. However, there are still some shortcomings in this study. For
example, the location and area of each store were not asked, and only rough statistics can be
made. Future research could especially explore how McDonald's chose the emerging
consumer groups, and why it chose them.
Product and Cultural Diversification
In entering the international or global market, McDonald's chooses a franchise model,
uniquely McDonald's makes cultural adjustments in each market country. They realize that
each country has cultural differences including taste, which then creates additional menus.
The following are some examples of the implementation of cultural differences at
McDonald's International outlets:
Thailand
In Thailand, McDonald's has 3 signature menus which are Samurai Pork Burger, Corn
Pie, and Pineapple Pie.
Japan
McDonald's Japan has a Filet-O-Fish menu, although it is available at McDonald's
US, but instead, they offer this staple as a breakfast item. McDonald's Japan also serves
squid ink burgers (with black buns) and Daigaku Imo fries. McDonald's Japan also serves a
variant of chocolate-covered fries.
Norway
McDonald's Norway restaurant offers menu items such as Chilli Cheese tops (which
are like cheese poppers), pasta salad, and some fish items. They also serve breakfast
sandwiches with Brunost, which is a traditional Norwegian cheese.
Brazil
Pão Na Chapa and Pão De Queijo are the two types of bread offered at McDonalds for
breakfast. Pão Na Chapa is bread served with butter and Pão De Queijo is bread served with
cheese. In addition, another major highlight of McDonald's Brazil menu is the Cheddar
McMelt.
India
Unsurprisingly, McDonald's in India has a predominantly vegetarian menu to cater to
customers who don't eat beef or meat at all, and most of the menu has Indian spices and hot
sauces.
Their breakfast menu includes Veg Pizza McPuff, vegetarian pizza pockets, Maharaja
Mac, a chicken version of the Big Mac, as well as a vegetarian version with a patty made
from corn and cheese. McDonald's India also serves many dishes made from paneer, which
is similar to hard cottage cheese, such as the McSpicy Paneer burger or Spicy Paneer Wrap.
Morocco
The meat used at McDonalds Morocco is halal, meaning it is prepared in accordance
with Islamic law and the Quran. They serve staple foods like Big Macs and Happy Meals.
They also have specialty menus such as McArabia, a chicken sandwich with Moroccan
spices in pita bread, which is also found in other Arab countries. In addition, McDonald's
Morocco also serves the Gambas burger, whose patty is made from shrimp instead of meat.
France
McDonald's in France is much more elegant than the usual. They offer the Blue
Cheese Burger, the Alpine Burger with three types of cheese, the McBaguette, and a fancy
burger served with a fork and knife.
McDonald's France locations also emphasize the McCafé section of the restaurant,
serving a variety of baked goods in glass displays and elegant drinks such as creamy
cappuccinos served in glass cups instead of plastic like other McDonald's drinks. In
addition, McDonald's France also has stand-alone McCafé locations unlike McDonald's in
other countries where McDonald's and McCafé are in one location.
McDonald's France is also one of the outlets that have been using automated cash
registers similar to ATMs for a long time, long before McDonald's United States adopted
them. The machine aims to speed up service during long queues.
Mexico
McDonald's Mexico packs a lot of flavor into their menu. They offer the Pico
Guacamole Burger as well as Jalapeño Poppers. Their signature menu for breakfast is
McMollettes. They also have Queso pies and sauces that can only be found at McDonald's
Mexico which are salsa verde and chimichurri.
United States
McDonald's United States itself offers traditional United States food menus that are
combined into more modern food such as the McD Nasi Uduk menu with Sambal Terasi,
McD Chicken Porridge which is used in the breakfast category menu, Rica-Rica Chicken
Rice, Rica-Rica Fish Rice, and Klepon Cake.
Based on this study, it can be concluded that although McDonald's has a positioning in
the minds of consumers as a fast food outlet that sells burgers and crispy chicken, they carry
out a strategy of adjusting to the different tastes and cultural habits of various regions.
McDonald's pays attention to the different regional eating habits in different regions in each
country of McDonald's branches, and develops new products that meet local tastes and
regional characteristics. From a corporate perspective, "integration" makes the brand
strategies of different countries and regions the same, and there will be no differentiated
development. "Differentiation" allows McDonald's to be recognized by local consumers,
and emotionally increases consumers' favorability to the company, so that McDonald's can
promote consumer consumption (Wu & Ma, 2021).
Meeting the Needs of Key Audiences
McDonald's has a wide market so they need to identify the market or audience of their
business. To build a long-term business and win market share, it is important to retain
people once they become customers. Customers are not all the same. Market research
identifies different types of customers.
Before the existence of delivery services, consumer behavior in making purchases on
food products was to come to a physical store location, just like McDonald's consumers who
had to come first to get what they needed or wanted with each having different reasons.
McDonald's can tailor communication to the needs of specific groups. It is their needs that
determine the types of products and services offered, the prices charged, the promotions
made, and the location of the restaurant.
The first audience is parents who have children, McDonald's gives them a menu
selection for children and adults. For example, for children there is a Happy Meal menu and
for adults there is Spicy Chicken or Cola. In addition, McDonald's also provides seats for
toddlers. For the children to adult audience, McDonald's provides a playground and
McDonald's statue. The bright colors (red and yellow) are also an attraction for children.
Another audience is that workers are McDonald's, which is fast food, able to provide
fast service of no more than 15 minutes so that McDonald's can provide solutions for time.
The last audience is teenagers, McDonald's can provide free internet service and a
comfortable place.
Conclusion
This research primarily focuses on McDonald's marketing strategy in United States.
The first focuses on the use of marketing localization which leads to product and cultural
diversification and the second is related to meeting the needs of key audiences. Marketing
localization involves McDonald's combining United States characteristics with local culture
and food characteristics such as the use of sambal terasi, which is typical of United States,
which is then combined with the addition of services such as the internet, play areas, special
seats for toddlers, and others that aim to meet the various needs of their consumers or
audiences. This strategy allowed McDonald's to grow very rapidly in the United States
market in a short time. However, there are still some shortcomings in this study. For
example, the location and area of each store were not asked, and only rough statistics can be
made. Future research could especially explore how McDonald's chose the emerging
consumer groups, and why it chose them.
Product and Cultural Diversification
In entering the international or global market, McDonald's chooses a franchise model,
uniquely McDonald's makes cultural adjustments in each market country. They realize that
each country has cultural differences including taste, which then creates additional menus.
The following are some examples of the implementation of cultural differences at
McDonald's International outlets:
Thailand
In Thailand, McDonald's has 3 signature menus which are Samurai Pork Burger, Corn
Pie, and Pineapple Pie.
Japan
McDonald's Japan has a Filet-O-Fish menu, although it is available at McDonald's
US, but instead, they offer this staple as a breakfast item. McDonald's Japan also serves
squid ink burgers (with black buns) and Daigaku Imo fries. McDonald's Japan also serves a
variant of chocolate-covered fries.
Norway
McDonald's Norway restaurant offers menu items such as Chilli Cheese tops (which
are like cheese poppers), pasta salad, and some fish items. They also serve breakfast
sandwiches with Brunost, which is a traditional Norwegian cheese.
Brazil
Pão Na Chapa and Pão De Queijo are the two types of bread offered at McDonalds for
breakfast. Pão Na Chapa is bread served with butter and Pão De Queijo is bread served with
cheese. In addition, another major highlight of McDonald's Brazil menu is the Cheddar
McMelt.
India
Unsurprisingly, McDonald's in India has a predominantly vegetarian menu to cater to
customers who don't eat beef or meat at all, and most of the menu has Indian spices and hot
sauces.
Their breakfast menu includes Veg Pizza McPuff, vegetarian pizza pockets, Maharaja
Mac, a chicken version of the Big Mac, as well as a vegetarian version with a patty made
from corn and cheese. McDonald's India also serves many dishes made from paneer, which
is similar to hard cottage cheese, such as the McSpicy Paneer burger or Spicy Paneer Wrap.
Morocco
The meat used at McDonalds Morocco is halal, meaning it is prepared in accordance
with Islamic law and the Quran. They serve staple foods like Big Macs and Happy Meals.
They also have specialty menus such as McArabia, a chicken sandwich with Moroccan
spices in pita bread, which is also found in other Arab countries. In addition, McDonald's
Morocco also serves the Gambas burger, whose patty is made from shrimp instead of meat.
France
McDonald's in France is much more elegant than the usual. They offer the Blue
Cheese Burger, the Alpine Burger with three types of cheese, the McBaguette, and a fancy
burger served with a fork and knife.
McDonald's France locations also emphasize the McCafé section of the restaurant,
serving a variety of baked goods in glass displays and elegant drinks such as creamy
cappuccinos served in glass cups instead of plastic like other McDonald's drinks. In
addition, McDonald's France also has stand-alone McCafé locations unlike McDonald's in
other countries where McDonald's and McCafé are in one location.
McDonald's France is also one of the outlets that have been using automated cash
registers similar to ATMs for a long time, long before McDonald's United States adopted
them. The machine aims to speed up service during long queues.
Mexico
McDonald's Mexico packs a lot of flavor into their menu. They offer the Pico
Guacamole Burger as well as Jalapeño Poppers. Their signature menu for breakfast is
McMollettes. They also have Queso pies and sauces that can only be found at McDonald's
Mexico which are salsa verde and chimichurri.
United States
McDonald's United States itself offers traditional United States food menus that are
combined into more modern food such as the McD Nasi Uduk menu with Sambal Terasi,
McD Chicken Porridge which is used in the breakfast category menu, Rica-Rica Chicken
Rice, Rica-Rica Fish Rice, and Klepon Cake.
Based on this study, it can be concluded that although McDonald's has a positioning in
the minds of consumers as a fast food outlet that sells burgers and crispy chicken, they carry
out a strategy of adjusting to the different tastes and cultural habits of various regions.
McDonald's pays attention to the different regional eating habits in different regions in each
country of McDonald's branches, and develops new products that meet local tastes and
regional characteristics. From a corporate perspective, "integration" makes the brand
strategies of different countries and regions the same, and there will be no differentiated
development. "Differentiation" allows McDonald's to be recognized by local consumers,
and emotionally increases consumers' favorability to the company, so that McDonald's can
promote consumer consumption (Wu & Ma, 2021).
Meeting the Needs of Key Audiences
McDonald's has a wide market so they need to identify the market or audience of their
business. To build a long-term business and win market share, it is important to retain
people once they become customers. Customers are not all the same. Market research
identifies different types of customers.
Before the existence of delivery services, consumer behavior in making purchases on
food products was to come to a physical store location, just like McDonald's consumers who
had to come first to get what they needed or wanted with each having different reasons.
McDonald's can tailor communication to the needs of specific groups. It is their needs that
determine the types of products and services offered, the prices charged, the promotions
made, and the location of the restaurant.
The first audience is parents who have children, McDonald's gives them a menu
selection for children and adults. For example, for children there is a Happy Meal menu and
for adults there is Spicy Chicken or Cola. In addition, McDonald's also provides seats for
toddlers. For the children to adult audience, McDonald's provides a playground and
McDonald's statue. The bright colors (red and yellow) are also an attraction for children.
Another audience is that workers are McDonald's, which is fast food, able to provide
fast service of no more than 15 minutes so that McDonald's can provide solutions for time.
The last audience is teenagers, McDonald's can provide free internet service and a
comfortable place.
Conclusion
This research primarily focuses on McDonald's marketing strategy in United States.
The first focuses on the use of marketing localization which leads to product and cultural
diversification and the second is related to meeting the needs of key audiences. Marketing
localization involves McDonald's combining United States characteristics with local culture
and food characteristics such as the use of sambal terasi, which is typical of United States,
which is then combined with the addition of services such as the internet, play areas, special
seats for toddlers, and others that aim to meet the various needs of their consumers or
audiences. This strategy allowed McDonald's to grow very rapidly in the United States
market in a short time. However, there are still some shortcomings in this study. For
example, the location and area of each store were not asked, and only rough statistics can be
made. Future research could especially explore how McDonald's chose the emerging
consumer groups, and why it chose them.
Product and Cultural Diversification
In entering the international or global market, McDonald's chooses a franchise model,
uniquely McDonald's makes cultural adjustments in each market country. They realize that
each country has cultural differences including taste, which then creates additional menus.
The following are some examples of the implementation of cultural differences at
McDonald's International outlets:
Thailand
In Thailand, McDonald's has 3 signature menus which are Samurai Pork Burger, Corn
Pie, and Pineapple Pie.
Japan
McDonald's Japan has a Filet-O-Fish menu, although it is available at McDonald's
US, but instead, they offer this staple as a breakfast item. McDonald's Japan also serves
squid ink burgers (with black buns) and Daigaku Imo fries. McDonald's Japan also serves a
variant of chocolate-covered fries.
Norway
McDonald's Norway restaurant offers menu items such as Chilli Cheese tops (which
are like cheese poppers), pasta salad, and some fish items. They also serve breakfast
sandwiches with Brunost, which is a traditional Norwegian cheese.
Brazil
Pão Na Chapa and Pão De Queijo are the two types of bread offered at McDonalds for
breakfast. Pão Na Chapa is bread served with butter and Pão De Queijo is bread served with
cheese. In addition, another major highlight of McDonald's Brazil menu is the Cheddar
McMelt.
India
Unsurprisingly, McDonald's in India has a predominantly vegetarian menu to cater to
customers who don't eat beef or meat at all, and most of the menu has Indian spices and hot
sauces.
Their breakfast menu includes Veg Pizza McPuff, vegetarian pizza pockets, Maharaja
Mac, a chicken version of the Big Mac, as well as a vegetarian version with a patty made
from corn and cheese. McDonald's India also serves many dishes made from paneer, which
is similar to hard cottage cheese, such as the McSpicy Paneer burger or Spicy Paneer Wrap.
Morocco
The meat used at McDonalds Morocco is halal, meaning it is prepared in accordance
with Islamic law and the Quran. They serve staple foods like Big Macs and Happy Meals.
They also have specialty menus such as McArabia, a chicken sandwich with Moroccan
spices in pita bread, which is also found in other Arab countries. In addition, McDonald's
Morocco also serves the Gambas burger, whose patty is made from shrimp instead of meat.
France
McDonald's in France is much more elegant than the usual. They offer the Blue
Cheese Burger, the Alpine Burger with three types of cheese, the McBaguette, and a fancy
burger served with a fork and knife.
McDonald's France locations also emphasize the McCafé section of the restaurant,
serving a variety of baked goods in glass displays and elegant drinks such as creamy
cappuccinos served in glass cups instead of plastic like other McDonald's drinks. In
addition, McDonald's France also has stand-alone McCafé locations unlike McDonald's in
other countries where McDonald's and McCafé are in one location.
McDonald's France is also one of the outlets that have been using automated cash
registers similar to ATMs for a long time, long before McDonald's United States adopted
them. The machine aims to speed up service during long queues.
Mexico
McDonald's Mexico packs a lot of flavor into their menu. They offer the Pico
Guacamole Burger as well as Jalapeño Poppers. Their signature menu for breakfast is
McMollettes. They also have Queso pies and sauces that can only be found at McDonald's
Mexico which are salsa verde and chimichurri.
United States
McDonald's United States itself offers traditional United States food menus that are
combined into more modern food such as the McD Nasi Uduk menu with Sambal Terasi,
McD Chicken Porridge which is used in the breakfast category menu, Rica-Rica Chicken
Rice, Rica-Rica Fish Rice, and Klepon Cake.
Based on this study, it can be concluded that although McDonald's has a positioning in
the minds of consumers as a fast food outlet that sells burgers and crispy chicken, they carry
out a strategy of adjusting to the different tastes and cultural habits of various regions.
McDonald's pays attention to the different regional eating habits in different regions in each
country of McDonald's branches, and develops new products that meet local tastes and
regional characteristics. From a corporate perspective, "integration" makes the brand
strategies of different countries and regions the same, and there will be no differentiated
development. "Differentiation" allows McDonald's to be recognized by local consumers,
and emotionally increases consumers' favorability to the company, so that McDonald's can
promote consumer consumption (Wu & Ma, 2021).
Meeting the Needs of Key Audiences
McDonald's has a wide market so they need to identify the market or audience of their
business. To build a long-term business and win market share, it is important to retain
people once they become customers. Customers are not all the same. Market research
identifies different types of customers.
Before the existence of delivery services, consumer behavior in making purchases on
food products was to come to a physical store location, just like McDonald's consumers who
had to come first to get what they needed or wanted with each having different reasons.
McDonald's can tailor communication to the needs of specific groups. It is their needs that
determine the types of products and services offered, the prices charged, the promotions
made, and the location of the restaurant.
The first audience is parents who have children, McDonald's gives them a menu
selection for children and adults. For example, for children there is a Happy Meal menu and
for adults there is Spicy Chicken or Cola. In addition, McDonald's also provides seats for
toddlers. For the children to adult audience, McDonald's provides a playground and
McDonald's statue. The bright colors (red and yellow) are also an attraction for children.
Another audience is that workers are McDonald's, which is fast food, able to provide
fast service of no more than 15 minutes so that McDonald's can provide solutions for time.
The last audience is teenagers, McDonald's can provide free internet service and a
comfortable place.
Conclusion
This research primarily focuses on McDonald's marketing strategy in United States.
The first focuses on the use of marketing localization which leads to product and cultural
diversification and the second is related to meeting the needs of key audiences. Marketing
localization involves McDonald's combining United States characteristics with local culture
and food characteristics such as the use of sambal terasi, which is typical of United States,
which is then combined with the addition of services such as the internet, play areas, special
seats for toddlers, and others that aim to meet the various needs of their consumers or
audiences. This strategy allowed McDonald's to grow very rapidly in the United States
market in a short time. However, there are still some shortcomings in this study. For
example, the location and area of each store were not asked, and only rough statistics can be
made. Future research could especially explore how McDonald's chose the emerging
consumer groups, and why it chose them.
Product and Cultural Diversification
In entering the international or global market, McDonald's chooses a franchise model,
uniquely McDonald's makes cultural adjustments in each market country. They realize that
each country has cultural differences including taste, which then creates additional menus.
The following are some examples of the implementation of cultural differences at
McDonald's International outlets:
Thailand
In Thailand, McDonald's has 3 signature menus which are Samurai Pork Burger, Corn
Pie, and Pineapple Pie.
Japan
McDonald's Japan has a Filet-O-Fish menu, although it is available at McDonald's
US, but instead, they offer this staple as a breakfast item. McDonald's Japan also serves
squid ink burgers (with black buns) and Daigaku Imo fries. McDonald's Japan also serves a
variant of chocolate-covered fries.
Norway
McDonald's Norway restaurant offers menu items such as Chilli Cheese tops (which
are like cheese poppers), pasta salad, and some fish items. They also serve breakfast
sandwiches with Brunost, which is a traditional Norwegian cheese.
Brazil
Pão Na Chapa and Pão De Queijo are the two types of bread offered at McDonalds for
breakfast. Pão Na Chapa is bread served with butter and Pão De Queijo is bread served with
cheese. In addition, another major highlight of McDonald's Brazil menu is the Cheddar
McMelt.
India
Unsurprisingly, McDonald's in India has a predominantly vegetarian menu to cater to
customers who don't eat beef or meat at all, and most of the menu has Indian spices and hot
sauces.
Their breakfast menu includes Veg Pizza McPuff, vegetarian pizza pockets, Maharaja
Mac, a chicken version of the Big Mac, as well as a vegetarian version with a patty made
from corn and cheese. McDonald's India also serves many dishes made from paneer, which
is similar to hard cottage cheese, such as the McSpicy Paneer burger or Spicy Paneer Wrap.
Morocco
The meat used at McDonalds Morocco is halal, meaning it is prepared in accordance
with Islamic law and the Quran. They serve staple foods like Big Macs and Happy Meals.
They also have specialty menus such as McArabia, a chicken sandwich with Moroccan
spices in pita bread, which is also found in other Arab countries. In addition, McDonald's
Morocco also serves the Gambas burger, whose patty is made from shrimp instead of meat.
France
McDonald's in France is much more elegant than the usual. They offer the Blue
Cheese Burger, the Alpine Burger with three types of cheese, the McBaguette, and a fancy
burger served with a fork and knife.
McDonald's France locations also emphasize the McCafé section of the restaurant,
serving a variety of baked goods in glass displays and elegant drinks such as creamy
cappuccinos served in glass cups instead of plastic like other McDonald's drinks. In
addition, McDonald's France also has stand-alone McCafé locations unlike McDonald's in
other countries where McDonald's and McCafé are in one location.
McDonald's France is also one of the outlets that have been using automated cash
registers similar to ATMs for a long time, long before McDonald's United States adopted
them. The machine aims to speed up service during long queues.
Mexico
McDonald's Mexico packs a lot of flavor into their menu. They offer the Pico
Guacamole Burger as well as Jalapeño Poppers. Their signature menu for breakfast is
McMollettes. They also have Queso pies and sauces that can only be found at McDonald's
Mexico which are salsa verde and chimichurri.
United States
McDonald's United States itself offers traditional United States food menus that are
combined into more modern food such as the McD Nasi Uduk menu with Sambal Terasi,
McD Chicken Porridge which is used in the breakfast category menu, Rica-Rica Chicken
Rice, Rica-Rica Fish Rice, and Klepon Cake.
Based on this study, it can be concluded that although McDonald's has a positioning in
the minds of consumers as a fast food outlet that sells burgers and crispy chicken, they carry
out a strategy of adjusting to the different tastes and cultural habits of various regions.
McDonald's pays attention to the different regional eating habits in different regions in each
country of McDonald's branches, and develops new products that meet local tastes and
regional characteristics. From a corporate perspective, "integration" makes the brand
strategies of different countries and regions the same, and there will be no differentiated
development. "Differentiation" allows McDonald's to be recognized by local consumers,
and emotionally increases consumers' favorability to the company, so that McDonald's can
promote consumer consumption (Wu & Ma, 2021).
Meeting the Needs of Key Audiences
McDonald's has a wide market so they need to identify the market or audience of their
business. To build a long-term business and win market share, it is important to retain
people once they become customers. Customers are not all the same. Market research
identifies different types of customers.
Before the existence of delivery services, consumer behavior in making purchases on
food products was to come to a physical store location, just like McDonald's consumers who
had to come first to get what they needed or wanted with each having different reasons.
McDonald's can tailor communication to the needs of specific groups. It is their needs that
determine the types of products and services offered, the prices charged, the promotions
made, and the location of the restaurant.
The first audience is parents who have children, McDonald's gives them a menu
selection for children and adults. For example, for children there is a Happy Meal menu and
for adults there is Spicy Chicken or Cola. In addition, McDonald's also provides seats for
toddlers. For the children to adult audience, McDonald's provides a playground and
McDonald's statue. The bright colors (red and yellow) are also an attraction for children.
Another audience is that workers are McDonald's, which is fast food, able to provide
fast service of no more than 15 minutes so that McDonald's can provide solutions for time.
The last audience is teenagers, McDonald's can provide free internet service and a
comfortable place.
Conclusion
This research primarily focuses on McDonald's marketing strategy in United States.
The first focuses on the use of marketing localization which leads to product and cultural
diversification and the second is related to meeting the needs of key audiences. Marketing
localization involves McDonald's combining United States characteristics with local culture
and food characteristics such as the use of sambal terasi, which is typical of United States,
which is then combined with the addition of services such as the internet, play areas, special
seats for toddlers, and others that aim to meet the various needs of their consumers or
audiences. This strategy allowed McDonald's to grow very rapidly in the United States
market in a short time. However, there are still some shortcomings in this study. For
example, the location and area of each store were not asked, and only rough statistics can be
made. Future research could especially explore how McDonald's chose the emerging
consumer groups, and why it chose them.
Product and Cultural Diversification
In entering the international or global market, McDonald's chooses a franchise model,
uniquely McDonald's makes cultural adjustments in each market country. They realize that
each country has cultural differences including taste, which then creates additional menus.
The following are some examples of the implementation of cultural differences at
McDonald's International outlets:
Thailand
In Thailand, McDonald's has 3 signature menus which are Samurai Pork Burger, Corn
Pie, and Pineapple Pie.
Japan
McDonald's Japan has a Filet-O-Fish menu, although it is available at McDonald's
US, but instead, they offer this staple as a breakfast item. McDonald's Japan also serves
squid ink burgers (with black buns) and Daigaku Imo fries. McDonald's Japan also serves a
variant of chocolate-covered fries.
Norway
McDonald's Norway restaurant offers menu items such as Chilli Cheese tops (which
are like cheese poppers), pasta salad, and some fish items. They also serve breakfast
sandwiches with Brunost, which is a traditional Norwegian cheese.
Brazil
Pão Na Chapa and Pão De Queijo are the two types of bread offered at McDonalds for
breakfast. Pão Na Chapa is bread served with butter and Pão De Queijo is bread served with
cheese. In addition, another major highlight of McDonald's Brazil menu is the Cheddar
McMelt.
India
Unsurprisingly, McDonald's in India has a predominantly vegetarian menu to cater to
customers who don't eat beef or meat at all, and most of the menu has Indian spices and hot
sauces.
Their breakfast menu includes Veg Pizza McPuff, vegetarian pizza pockets, Maharaja
Mac, a chicken version of the Big Mac, as well as a vegetarian version with a patty made
from corn and cheese. McDonald's India also serves many dishes made from paneer, which
is similar to hard cottage cheese, such as the McSpicy Paneer burger or Spicy Paneer Wrap.
Morocco
The meat used at McDonalds Morocco is halal, meaning it is prepared in accordance
with Islamic law and the Quran. They serve staple foods like Big Macs and Happy Meals.
They also have specialty menus such as McArabia, a chicken sandwich with Moroccan
spices in pita bread, which is also found in other Arab countries. In addition, McDonald's
Morocco also serves the Gambas burger, whose patty is made from shrimp instead of meat.
France
McDonald's in France is much more elegant than the usual. They offer the Blue
Cheese Burger, the Alpine Burger with three types of cheese, the McBaguette, and a fancy
burger served with a fork and knife.
McDonald's France locations also emphasize the McCafé section of the restaurant,
serving a variety of baked goods in glass displays and elegant drinks such as creamy
cappuccinos served in glass cups instead of plastic like other McDonald's drinks. In
addition, McDonald's France also has stand-alone McCafé locations unlike McDonald's in
other countries where McDonald's and McCafé are in one location.
McDonald's France is also one of the outlets that have been using automated cash
registers similar to ATMs for a long time, long before McDonald's United States adopted
them. The machine aims to speed up service during long queues.
Mexico
McDonald's Mexico packs a lot of flavor into their menu. They offer the Pico
Guacamole Burger as well as Jalapeño Poppers. Their signature menu for breakfast is
McMollettes. They also have Queso pies and sauces that can only be found at McDonald's
Mexico which are salsa verde and chimichurri.
United States
McDonald's United States itself offers traditional United States food menus that are
combined into more modern food such as the McD Nasi Uduk menu with Sambal Terasi,
McD Chicken Porridge which is used in the breakfast category menu, Rica-Rica Chicken
Rice, Rica-Rica Fish Rice, and Klepon Cake.
Based on this study, it can be concluded that although McDonald's has a positioning in
the minds of consumers as a fast food outlet that sells burgers and crispy chicken, they carry
out a strategy of adjusting to the different tastes and cultural habits of various regions.
McDonald's pays attention to the different regional eating habits in different regions in each
country of McDonald's branches, and develops new products that meet local tastes and
regional characteristics. From a corporate perspective, "integration" makes the brand
strategies of different countries and regions the same, and there will be no differentiated
development. "Differentiation" allows McDonald's to be recognized by local consumers,
and emotionally increases consumers' favorability to the company, so that McDonald's can
promote consumer consumption (Wu & Ma, 2021).
Meeting the Needs of Key Audiences
McDonald's has a wide market so they need to identify the market or audience of their
business. To build a long-term business and win market share, it is important to retain
people once they become customers. Customers are not all the same. Market research
identifies different types of customers.
Before the existence of delivery services, consumer behavior in making purchases on
food products was to come to a physical store location, just like McDonald's consumers who
had to come first to get what they needed or wanted with each having different reasons.
McDonald's can tailor communication to the needs of specific groups. It is their needs that
determine the types of products and services offered, the prices charged, the promotions
made, and the location of the restaurant.
The first audience is parents who have children, McDonald's gives them a menu
selection for children and adults. For example, for children there is a Happy Meal menu and
for adults there is Spicy Chicken or Cola. In addition, McDonald's also provides seats for
toddlers. For the children to adult audience, McDonald's provides a playground and
McDonald's statue. The bright colors (red and yellow) are also an attraction for children.
Another audience is that workers are McDonald's, which is fast food, able to provide
fast service of no more than 15 minutes so that McDonald's can provide solutions for time.
The last audience is teenagers, McDonald's can provide free internet service and a
comfortable place.
Conclusion
This research primarily focuses on McDonald's marketing strategy in United States.
The first focuses on the use of marketing localization which leads to product and cultural
diversification and the second is related to meeting the needs of key audiences. Marketing
localization involves McDonald's combining United States characteristics with local culture
and food characteristics such as the use of sambal terasi, which is typical of United States,
which is then combined with the addition of services such as the internet, play areas, special
seats for toddlers, and others that aim to meet the various needs of their consumers or
audiences. This strategy allowed McDonald's to grow very rapidly in the United States
market in a short time. However, there are still some shortcomings in this study. For
example, the location and area of each store were not asked, and only rough statistics can be
made. Future research could especially explore how McDonald's chose the emerging
consumer groups, and why it chose them.
Product and Cultural Diversification
In entering the international or global market, McDonald's chooses a franchise model,
uniquely McDonald's makes cultural adjustments in each market country. They realize that
each country has cultural differences including taste, which then creates additional menus.
The following are some examples of the implementation of cultural differences at
McDonald's International outlets:
Thailand
In Thailand, McDonald's has 3 signature menus which are Samurai Pork Burger, Corn
Pie, and Pineapple Pie.
Japan
McDonald's Japan has a Filet-O-Fish menu, although it is available at McDonald's
US, but instead, they offer this staple as a breakfast item. McDonald's Japan also serves
squid ink burgers (with black buns) and Daigaku Imo fries. McDonald's Japan also serves a
variant of chocolate-covered fries.
Norway
McDonald's Norway restaurant offers menu items such as Chilli Cheese tops (which
are like cheese poppers), pasta salad, and some fish items. They also serve breakfast
sandwiches with Brunost, which is a traditional Norwegian cheese.
Brazil
Pão Na Chapa and Pão De Queijo are the two types of bread offered at McDonalds for
breakfast. Pão Na Chapa is bread served with butter and Pão De Queijo is bread served with
cheese. In addition, another major highlight of McDonald's Brazil menu is the Cheddar
McMelt.
India
Unsurprisingly, McDonald's in India has a predominantly vegetarian menu to cater to
customers who don't eat beef or meat at all, and most of the menu has Indian spices and hot
sauces.
Their breakfast menu includes Veg Pizza McPuff, vegetarian pizza pockets, Maharaja
Mac, a chicken version of the Big Mac, as well as a vegetarian version with a patty made
from corn and cheese. McDonald's India also serves many dishes made from paneer, which
is similar to hard cottage cheese, such as the McSpicy Paneer burger or Spicy Paneer Wrap.
Morocco
The meat used at McDonalds Morocco is halal, meaning it is prepared in accordance
with Islamic law and the Quran. They serve staple foods like Big Macs and Happy Meals.
They also have specialty menus such as McArabia, a chicken sandwich with Moroccan
spices in pita bread, which is also found in other Arab countries. In addition, McDonald's
Morocco also serves the Gambas burger, whose patty is made from shrimp instead of meat.
France
McDonald's in France is much more elegant than the usual. They offer the Blue
Cheese Burger, the Alpine Burger with three types of cheese, the McBaguette, and a fancy
burger served with a fork and knife.
McDonald's France locations also emphasize the McCafé section of the restaurant,
serving a variety of baked goods in glass displays and elegant drinks such as creamy
cappuccinos served in glass cups instead of plastic like other McDonald's drinks. In
addition, McDonald's France also has stand-alone McCafé locations unlike McDonald's in
other countries where McDonald's and McCafé are in one location.
McDonald's France is also one of the outlets that have been using automated cash
registers similar to ATMs for a long time, long before McDonald's United States adopted
them. The machine aims to speed up service during long queues.
Mexico
McDonald's Mexico packs a lot of flavor into their menu. They offer the Pico
Guacamole Burger as well as Jalapeño Poppers. Their signature menu for breakfast is
McMollettes. They also have Queso pies and sauces that can only be found at McDonald's
Mexico which are salsa verde and chimichurri.
United States
McDonald's United States itself offers traditional United States food menus that are
combined into more modern food such as the McD Nasi Uduk menu with Sambal Terasi,
McD Chicken Porridge which is used in the breakfast category menu, Rica-Rica Chicken
Rice, Rica-Rica Fish Rice, and Klepon Cake.
Based on this study, it can be concluded that although McDonald's has a positioning in
the minds of consumers as a fast food outlet that sells burgers and crispy chicken, they carry
out a strategy of adjusting to the different tastes and cultural habits of various regions.
McDonald's pays attention to the different regional eating habits in different regions in each
country of McDonald's branches, and develops new products that meet local tastes and
regional characteristics. From a corporate perspective, "integration" makes the brand
strategies of different countries and regions the same, and there will be no differentiated
development. "Differentiation" allows McDonald's to be recognized by local consumers,
and emotionally increases consumers' favorability to the company, so that McDonald's can
promote consumer consumption (Wu & Ma, 2021).
Meeting the Needs of Key Audiences
McDonald's has a wide market so they need to identify the market or audience of their
business. To build a long-term business and win market share, it is important to retain
people once they become customers. Customers are not all the same. Market research
identifies different types of customers.
Before the existence of delivery services, consumer behavior in making purchases on
food products was to come to a physical store location, just like McDonald's consumers who
had to come first to get what they needed or wanted with each having different reasons.
McDonald's can tailor communication to the needs of specific groups. It is their needs that
determine the types of products and services offered, the prices charged, the promotions
made, and the location of the restaurant.
The first audience is parents who have children, McDonald's gives them a menu
selection for children and adults. For example, for children there is a Happy Meal menu and
for adults there is Spicy Chicken or Cola. In addition, McDonald's also provides seats for
toddlers. For the children to adult audience, McDonald's provides a playground and
McDonald's statue. The bright colors (red and yellow) are also an attraction for children.
Another audience is that workers are McDonald's, which is fast food, able to provide
fast service of no more than 15 minutes so that McDonald's can provide solutions for time.
The last audience is teenagers, McDonald's can provide free internet service and a
comfortable place.
Conclusion
This research primarily focuses on McDonald's marketing strategy in United States.
The first focuses on the use of marketing localization which leads to product and cultural
diversification and the second is related to meeting the needs of key audiences. Marketing
localization involves McDonald's combining United States characteristics with local culture
and food characteristics such as the use of sambal terasi, which is typical of United States,
which is then combined with the addition of services such as the internet, play areas, special
seats for toddlers, and others that aim to meet the various needs of their consumers or
audiences. This strategy allowed McDonald's to grow very rapidly in the United States
market in a short time. However, there are still some shortcomings in this study. For
example, the location and area of each store were not asked, and only rough statistics can be
made. Future research could especially explore how McDonald's chose the emerging
consumer groups, and why it chose them.
Product and Cultural Diversification
In entering the international or global market, McDonald's chooses a franchise model,
uniquely McDonald's makes cultural adjustments in each market country. They realize that
each country has cultural differences including taste, which then creates additional menus.
The following are some examples of the implementation of cultural differences at
McDonald's International outlets:
Thailand
In Thailand, McDonald's has 3 signature menus which are Samurai Pork Burger, Corn
Pie, and Pineapple Pie.
Japan
McDonald's Japan has a Filet-O-Fish menu, although it is available at McDonald's
US, but instead, they offer this staple as a breakfast item. McDonald's Japan also serves
squid ink burgers (with black buns) and Daigaku Imo fries. McDonald's Japan also serves a
variant of chocolate-covered fries.
Norway
McDonald's Norway restaurant offers menu items such as Chilli Cheese tops (which
are like cheese poppers), pasta salad, and some fish items. They also serve breakfast
sandwiches with Brunost, which is a traditional Norwegian cheese.
Brazil
Pão Na Chapa and Pão De Queijo are the two types of bread offered at McDonalds for
breakfast. Pão Na Chapa is bread served with butter and Pão De Queijo is bread served with
cheese. In addition, another major highlight of McDonald's Brazil menu is the Cheddar
McMelt.
India
Unsurprisingly, McDonald's in India has a predominantly vegetarian menu to cater to
customers who don't eat beef or meat at all, and most of the menu has Indian spices and hot
sauces.
Their breakfast menu includes Veg Pizza McPuff, vegetarian pizza pockets, Maharaja
Mac, a chicken version of the Big Mac, as well as a vegetarian version with a patty made
from corn and cheese. McDonald's India also serves many dishes made from paneer, which
is similar to hard cottage cheese, such as the McSpicy Paneer burger or Spicy Paneer Wrap.
Morocco
The meat used at McDonalds Morocco is halal, meaning it is prepared in accordance
with Islamic law and the Quran. They serve staple foods like Big Macs and Happy Meals.
They also have specialty menus such as McArabia, a chicken sandwich with Moroccan
spices in pita bread, which is also found in other Arab countries. In addition, McDonald's
Morocco also serves the Gambas burger, whose patty is made from shrimp instead of meat.
France
McDonald's in France is much more elegant than the usual. They offer the Blue
Cheese Burger, the Alpine Burger with three types of cheese, the McBaguette, and a fancy
burger served with a fork and knife.
McDonald's France locations also emphasize the McCafé section of the restaurant,
serving a variety of baked goods in glass displays and elegant drinks such as creamy
cappuccinos served in glass cups instead of plastic like other McDonald's drinks. In
addition, McDonald's France also has stand-alone McCafé locations unlike McDonald's in
other countries where McDonald's and McCafé are in one location.
McDonald's France is also one of the outlets that have been using automated cash
registers similar to ATMs for a long time, long before McDonald's United States adopted
them. The machine aims to speed up service during long queues.
Mexico
McDonald's Mexico packs a lot of flavor into their menu. They offer the Pico
Guacamole Burger as well as Jalapeño Poppers. Their signature menu for breakfast is
McMollettes. They also have Queso pies and sauces that can only be found at McDonald's
Mexico which are salsa verde and chimichurri.
United States
McDonald's United States itself offers traditional United States food menus that are
combined into more modern food such as the McD Nasi Uduk menu with Sambal Terasi,
McD Chicken Porridge which is used in the breakfast category menu, Rica-Rica Chicken
Rice, Rica-Rica Fish Rice, and Klepon Cake.
Based on this study, it can be concluded that although McDonald's has a positioning in
the minds of consumers as a fast food outlet that sells burgers and crispy chicken, they carry
out a strategy of adjusting to the different tastes and cultural habits of various regions.
McDonald's pays attention to the different regional eating habits in different regions in each
country of McDonald's branches, and develops new products that meet local tastes and
regional characteristics. From a corporate perspective, "integration" makes the brand
strategies of different countries and regions the same, and there will be no differentiated
development. "Differentiation" allows McDonald's to be recognized by local consumers,
and emotionally increases consumers' favorability to the company, so that McDonald's can
promote consumer consumption (Wu & Ma, 2021).
Meeting the Needs of Key Audiences
McDonald's has a wide market so they need to identify the market or audience of their
business. To build a long-term business and win market share, it is important to retain
people once they become customers. Customers are not all the same. Market research
identifies different types of customers.
Before the existence of delivery services, consumer behavior in making purchases on
food products was to come to a physical store location, just like McDonald's consumers who
had to come first to get what they needed or wanted with each having different reasons.
McDonald's can tailor communication to the needs of specific groups. It is their needs that
determine the types of products and services offered, the prices charged, the promotions
made, and the location of the restaurant.
The first audience is parents who have children, McDonald's gives them a menu
selection for children and adults. For example, for children there is a Happy Meal menu and
for adults there is Spicy Chicken or Cola. In addition, McDonald's also provides seats for
toddlers. For the children to adult audience, McDonald's provides a playground and
McDonald's statue. The bright colors (red and yellow) are also an attraction for children.
Another audience is that workers are McDonald's, which is fast food, able to provide
fast service of no more than 15 minutes so that McDonald's can provide solutions for time.
The last audience is teenagers, McDonald's can provide free internet service and a
comfortable place.
Conclusion
This research primarily focuses on McDonald's marketing strategy in United States.
The first focuses on the use of marketing localization which leads to product and cultural
diversification and the second is related to meeting the needs of key audiences. Marketing
localization involves McDonald's combining United States characteristics with local culture
and food characteristics such as the use of sambal terasi, which is typical of United States,
which is then combined with the addition of services such as the internet, play areas, special
seats for toddlers, and others that aim to meet the various needs of their consumers or
audiences. This strategy allowed McDonald's to grow very rapidly in the United States
market in a short time. However, there are still some shortcomings in this study. For
example, the location and area of each store were not asked, and only rough statistics can be
made. Future research could especially explore how McDonald's chose the emerging
consumer groups, and why it chose them.
Product and Cultural Diversification
In entering the international or global market, McDonald's chooses a franchise model,
uniquely McDonald's makes cultural adjustments in each market country. They realize that
each country has cultural differences including taste, which then creates additional menus.
The following are some examples of the implementation of cultural differences at
McDonald's International outlets:
Thailand
In Thailand, McDonald's has 3 signature menus which are Samurai Pork Burger, Corn
Pie, and Pineapple Pie.
Japan
McDonald's Japan has a Filet-O-Fish menu, although it is available at McDonald's
US, but instead, they offer this staple as a breakfast item. McDonald's Japan also serves
squid ink burgers (with black buns) and Daigaku Imo fries. McDonald's Japan also serves a
variant of chocolate-covered fries.
Norway
McDonald's Norway restaurant offers menu items such as Chilli Cheese tops (which
are like cheese poppers), pasta salad, and some fish items. They also serve breakfast
sandwiches with Brunost, which is a traditional Norwegian cheese.
Brazil
Pão Na Chapa and Pão De Queijo are the two types of bread offered at McDonalds for
breakfast. Pão Na Chapa is bread served with butter and Pão De Queijo is bread served with
cheese. In addition, another major highlight of McDonald's Brazil menu is the Cheddar
McMelt.
India
Unsurprisingly, McDonald's in India has a predominantly vegetarian menu to cater to
customers who don't eat beef or meat at all, and most of the menu has Indian spices and hot
sauces.
Their breakfast menu includes Veg Pizza McPuff, vegetarian pizza pockets, Maharaja
Mac, a chicken version of the Big Mac, as well as a vegetarian version with a patty made
from corn and cheese. McDonald's India also serves many dishes made from paneer, which
is similar to hard cottage cheese, such as the McSpicy Paneer burger or Spicy Paneer Wrap.
Morocco
The meat used at McDonalds Morocco is halal, meaning it is prepared in accordance
with Islamic law and the Quran. They serve staple foods like Big Macs and Happy Meals.
They also have specialty menus such as McArabia, a chicken sandwich with Moroccan
spices in pita bread, which is also found in other Arab countries. In addition, McDonald's
Morocco also serves the Gambas burger, whose patty is made from shrimp instead of meat.
France
McDonald's in France is much more elegant than the usual. They offer the Blue
Cheese Burger, the Alpine Burger with three types of cheese, the McBaguette, and a fancy
burger served with a fork and knife.
McDonald's France locations also emphasize the McCafé section of the restaurant,
serving a variety of baked goods in glass displays and elegant drinks such as creamy
cappuccinos served in glass cups instead of plastic like other McDonald's drinks. In
addition, McDonald's France also has stand-alone McCafé locations unlike McDonald's in
other countries where McDonald's and McCafé are in one location.
McDonald's France is also one of the outlets that have been using automated cash
registers similar to ATMs for a long time, long before McDonald's United States adopted
them. The machine aims to speed up service during long queues.
Mexico
McDonald's Mexico packs a lot of flavor into their menu. They offer the Pico
Guacamole Burger as well as Jalapeño Poppers. Their signature menu for breakfast is
McMollettes. They also have Queso pies and sauces that can only be found at McDonald's
Mexico which are salsa verde and chimichurri.
United States
McDonald's United States itself offers traditional United States food menus that are
combined into more modern food such as the McD Nasi Uduk menu with Sambal Terasi,
McD Chicken Porridge which is used in the breakfast category menu, Rica-Rica Chicken
Rice, Rica-Rica Fish Rice, and Klepon Cake.
Based on this study, it can be concluded that although McDonald's has a positioning in
the minds of consumers as a fast food outlet that sells burgers and crispy chicken, they carry
out a strategy of adjusting to the different tastes and cultural habits of various regions.
McDonald's pays attention to the different regional eating habits in different regions in each
country of McDonald's branches, and develops new products that meet local tastes and
regional characteristics. From a corporate perspective, "integration" makes the brand
strategies of different countries and regions the same, and there will be no differentiated
development. "Differentiation" allows McDonald's to be recognized by local consumers,
and emotionally increases consumers' favorability to the company, so that McDonald's can
promote consumer consumption (Wu & Ma, 2021).
Meeting the Needs of Key Audiences
McDonald's has a wide market so they need to identify the market or audience of their
business. To build a long-term business and win market share, it is important to retain
people once they become customers. Customers are not all the same. Market research
identifies different types of customers.
Before the existence of delivery services, consumer behavior in making purchases on
food products was to come to a physical store location, just like McDonald's consumers who
had to come first to get what they needed or wanted with each having different reasons.
McDonald's can tailor communication to the needs of specific groups. It is their needs that
determine the types of products and services offered, the prices charged, the promotions
made, and the location of the restaurant.
The first audience is parents who have children, McDonald's gives them a menu
selection for children and adults. For example, for children there is a Happy Meal menu and
for adults there is Spicy Chicken or Cola. In addition, McDonald's also provides seats for
toddlers. For the children to adult audience, McDonald's provides a playground and
McDonald's statue. The bright colors (red and yellow) are also an attraction for children.
Another audience is that workers are McDonald's, which is fast food, able to provide
fast service of no more than 15 minutes so that McDonald's can provide solutions for time.
The last audience is teenagers, McDonald's can provide free internet service and a
comfortable place.
Conclusion
This research primarily focuses on McDonald's marketing strategy in United States.
The first focuses on the use of marketing localization which leads to product and cultural
diversification and the second is related to meeting the needs of key audiences. Marketing
localization involves McDonald's combining United States characteristics with local culture
and food characteristics such as the use of sambal terasi, which is typical of United States,
which is then combined with the addition of services such as the internet, play areas, special
seats for toddlers, and others that aim to meet the various needs of their consumers or
audiences. This strategy allowed McDonald's to grow very rapidly in the United States
market in a short time. However, there are still some shortcomings in this study. For
example, the location and area of each store were not asked, and only rough statistics can be
made. Future research could especially explore how McDonald's chose the emerging
consumer groups, and why it chose them.
Product and Cultural Diversification
In entering the international or global market, McDonald's chooses a franchise model,
uniquely McDonald's makes cultural adjustments in each market country. They realize that
each country has cultural differences including taste, which then creates additional menus.
The following are some examples of the implementation of cultural differences at
McDonald's International outlets:
Thailand
In Thailand, McDonald's has 3 signature menus which are Samurai Pork Burger, Corn
Pie, and Pineapple Pie.
Japan
McDonald's Japan has a Filet-O-Fish menu, although it is available at McDonald's
US, but instead, they offer this staple as a breakfast item. McDonald's Japan also serves
squid ink burgers (with black buns) and Daigaku Imo fries. McDonald's Japan also serves a
variant of chocolate-covered fries.
Norway
McDonald's Norway restaurant offers menu items such as Chilli Cheese tops (which
are like cheese poppers), pasta salad, and some fish items. They also serve breakfast
sandwiches with Brunost, which is a traditional Norwegian cheese.
Brazil
Pão Na Chapa and Pão De Queijo are the two types of bread offered at McDonalds for
breakfast. Pão Na Chapa is bread served with butter and Pão De Queijo is bread served with
cheese. In addition, another major highlight of McDonald's Brazil menu is the Cheddar
McMelt.
India
Unsurprisingly, McDonald's in India has a predominantly vegetarian menu to cater to
customers who don't eat beef or meat at all, and most of the menu has Indian spices and hot
sauces.
Their breakfast menu includes Veg Pizza McPuff, vegetarian pizza pockets, Maharaja
Mac, a chicken version of the Big Mac, as well as a vegetarian version with a patty made
from corn and cheese. McDonald's India also serves many dishes made from paneer, which
is similar to hard cottage cheese, such as the McSpicy Paneer burger or Spicy Paneer Wrap.
Morocco
The meat used at McDonalds Morocco is halal, meaning it is prepared in accordance
with Islamic law and the Quran. They serve staple foods like Big Macs and Happy Meals.
They also have specialty menus such as McArabia, a chicken sandwich with Moroccan
spices in pita bread, which is also found in other Arab countries. In addition, McDonald's
Morocco also serves the Gambas burger, whose patty is made from shrimp instead of meat.
France
McDonald's in France is much more elegant than the usual. They offer the Blue
Cheese Burger, the Alpine Burger with three types of cheese, the McBaguette, and a fancy
burger served with a fork and knife.
McDonald's France locations also emphasize the McCafé section of the restaurant,
serving a variety of baked goods in glass displays and elegant drinks such as creamy
cappuccinos served in glass cups instead of plastic like other McDonald's drinks. In
addition, McDonald's France also has stand-alone McCafé locations unlike McDonald's in
other countries where McDonald's and McCafé are in one location.
McDonald's France is also one of the outlets that have been using automated cash
registers similar to ATMs for a long time, long before McDonald's United States adopted
them. The machine aims to speed up service during long queues.
Mexico
McDonald's Mexico packs a lot of flavor into their menu. They offer the Pico
Guacamole Burger as well as Jalapeño Poppers. Their signature menu for breakfast is
McMollettes. They also have Queso pies and sauces that can only be found at McDonald's
Mexico which are salsa verde and chimichurri.
United States
McDonald's United States itself offers traditional United States food menus that are
combined into more modern food such as the McD Nasi Uduk menu with Sambal Terasi,
McD Chicken Porridge which is used in the breakfast category menu, Rica-Rica Chicken
Rice, Rica-Rica Fish Rice, and Klepon Cake.
Based on this study, it can be concluded that although McDonald's has a positioning in
the minds of consumers as a fast food outlet that sells burgers and crispy chicken, they carry
out a strategy of adjusting to the different tastes and cultural habits of various regions.
McDonald's pays attention to the different regional eating habits in different regions in each
country of McDonald's branches, and develops new products that meet local tastes and
regional characteristics. From a corporate perspective, "integration" makes the brand
strategies of different countries and regions the same, and there will be no differentiated
development. "Differentiation" allows McDonald's to be recognized by local consumers,
and emotionally increases consumers' favorability to the company, so that McDonald's can
promote consumer consumption (Wu & Ma, 2021).
Meeting the Needs of Key Audiences
McDonald's has a wide market so they need to identify the market or audience of their
business. To build a long-term business and win market share, it is important to retain
people once they become customers. Customers are not all the same. Market research
identifies different types of customers.
Before the existence of delivery services, consumer behavior in making purchases on
food products was to come to a physical store location, just like McDonald's consumers who
had to come first to get what they needed or wanted with each having different reasons.
McDonald's can tailor communication to the needs of specific groups. It is their needs that
determine the types of products and services offered, the prices charged, the promotions
made, and the location of the restaurant.
The first audience is parents who have children, McDonald's gives them a menu
selection for children and adults. For example, for children there is a Happy Meal menu and
for adults there is Spicy Chicken or Cola. In addition, McDonald's also provides seats for
toddlers. For the children to adult audience, McDonald's provides a playground and
McDonald's statue. The bright colors (red and yellow) are also an attraction for children.
Another audience is that workers are McDonald's, which is fast food, able to provide
fast service of no more than 15 minutes so that McDonald's can provide solutions for time.
The last audience is teenagers, McDonald's can provide free internet service and a
comfortable place.
Conclusion
This research primarily focuses on McDonald's marketing strategy in United States.
The first focuses on the use of marketing localization which leads to product and cultural
diversification and the second is related to meeting the needs of key audiences. Marketing
localization involves McDonald's combining United States characteristics with local culture
and food characteristics such as the use of sambal terasi, which is typical of United States,
which is then combined with the addition of services such as the internet, play areas, special
seats for toddlers, and others that aim to meet the various needs of their consumers or
audiences. This strategy allowed McDonald's to grow very rapidly in the United States
market in a short time. However, there are still some shortcomings in this study. For
example, the location and area of each store were not asked, and only rough statistics can be
made. Future research could especially explore how McDonald's chose the emerging
consumer groups, and why it chose them.
Product and Cultural Diversification
In entering the international or global market, McDonald's chooses a franchise model,
uniquely McDonald's makes cultural adjustments in each market country. They realize that
each country has cultural differences including taste, which then creates additional menus.
The following are some examples of the implementation of cultural differences at
McDonald's International outlets:
Thailand
In Thailand, McDonald's has 3 signature menus which are Samurai Pork Burger, Corn
Pie, and Pineapple Pie.
Japan
McDonald's Japan has a Filet-O-Fish menu, although it is available at McDonald's
US, but instead, they offer this staple as a breakfast item. McDonald's Japan also serves
squid ink burgers (with black buns) and Daigaku Imo fries. McDonald's Japan also serves a
variant of chocolate-covered fries.
Norway
McDonald's Norway restaurant offers menu items such as Chilli Cheese tops (which
are like cheese poppers), pasta salad, and some fish items. They also serve breakfast
sandwiches with Brunost, which is a traditional Norwegian cheese.
Brazil
Pão Na Chapa and Pão De Queijo are the two types of bread offered at McDonalds for
breakfast. Pão Na Chapa is bread served with butter and Pão De Queijo is bread served with
cheese. In addition, another major highlight of McDonald's Brazil menu is the Cheddar
McMelt.
India
Unsurprisingly, McDonald's in India has a predominantly vegetarian menu to cater to
customers who don't eat beef or meat at all, and most of the menu has Indian spices and hot
sauces.
Their breakfast menu includes Veg Pizza McPuff, vegetarian pizza pockets, Maharaja
Mac, a chicken version of the Big Mac, as well as a vegetarian version with a patty made
from corn and cheese. McDonald's India also serves many dishes made from paneer, which
is similar to hard cottage cheese, such as the McSpicy Paneer burger or Spicy Paneer Wrap.
Morocco
The meat used at McDonalds Morocco is halal, meaning it is prepared in accordance
with Islamic law and the Quran. They serve staple foods like Big Macs and Happy Meals.
They also have specialty menus such as McArabia, a chicken sandwich with Moroccan
spices in pita bread, which is also found in other Arab countries. In addition, McDonald's
Morocco also serves the Gambas burger, whose patty is made from shrimp instead of meat.
France
McDonald's in France is much more elegant than the usual. They offer the Blue
Cheese Burger, the Alpine Burger with three types of cheese, the McBaguette, and a fancy
burger served with a fork and knife.
McDonald's France locations also emphasize the McCafé section of the restaurant,
serving a variety of baked goods in glass displays and elegant drinks such as creamy
cappuccinos served in glass cups instead of plastic like other McDonald's drinks. In
addition, McDonald's France also has stand-alone McCafé locations unlike McDonald's in
other countries where McDonald's and McCafé are in one location.
McDonald's France is also one of the outlets that have been using automated cash
registers similar to ATMs for a long time, long before McDonald's United States adopted
them. The machine aims to speed up service during long queues.
Mexico
McDonald's Mexico packs a lot of flavor into their menu. They offer the Pico
Guacamole Burger as well as Jalapeño Poppers. Their signature menu for breakfast is
McMollettes. They also have Queso pies and sauces that can only be found at McDonald's
Mexico which are salsa verde and chimichurri.
United States
McDonald's United States itself offers traditional United States food menus that are
combined into more modern food such as the McD Nasi Uduk menu with Sambal Terasi,
McD Chicken Porridge which is used in the breakfast category menu, Rica-Rica Chicken
Rice, Rica-Rica Fish Rice, and Klepon Cake.
Based on this study, it can be concluded that although McDonald's has a positioning in
the minds of consumers as a fast food outlet that sells burgers and crispy chicken, they carry
out a strategy of adjusting to the different tastes and cultural habits of various regions.
McDonald's pays attention to the different regional eating habits in different regions in each
country of McDonald's branches, and develops new products that meet local tastes and
regional characteristics. From a corporate perspective, "integration" makes the brand
strategies of different countries and regions the same, and there will be no differentiated
development. "Differentiation" allows McDonald's to be recognized by local consumers,
and emotionally increases consumers' favorability to the company, so that McDonald's can
promote consumer consumption (Wu & Ma, 2021).
Meeting the Needs of Key Audiences
McDonald's has a wide market so they need to identify the market or audience of their
business. To build a long-term business and win market share, it is important to retain
people once they become customers. Customers are not all the same. Market research
identifies different types of customers.
Before the existence of delivery services, consumer behavior in making purchases on
food products was to come to a physical store location, just like McDonald's consumers who
had to come first to get what they needed or wanted with each having different reasons.
McDonald's can tailor communication to the needs of specific groups. It is their needs that
determine the types of products and services offered, the prices charged, the promotions
made, and the location of the restaurant.
The first audience is parents who have children, McDonald's gives them a menu
selection for children and adults. For example, for children there is a Happy Meal menu and
for adults there is Spicy Chicken or Cola. In addition, McDonald's also provides seats for
toddlers. For the children to adult audience, McDonald's provides a playground and
McDonald's statue. The bright colors (red and yellow) are also an attraction for children.
Another audience is that workers are McDonald's, which is fast food, able to provide
fast service of no more than 15 minutes so that McDonald's can provide solutions for time.
The last audience is teenagers, McDonald's can provide free internet service and a
comfortable place.
Conclusion
This research primarily focuses on McDonald's marketing strategy in United States.
The first focuses on the use of marketing localization which leads to product and cultural
diversification and the second is related to meeting the needs of key audiences. Marketing
localization involves McDonald's combining United States characteristics with local culture
and food characteristics such as the use of sambal terasi, which is typical of United States,
which is then combined with the addition of services such as the internet, play areas, special
seats for toddlers, and others that aim to meet the various needs of their consumers or
audiences. This strategy allowed McDonald's to grow very rapidly in the United States
market in a short time. However, there are still some shortcomings in this study. For
example, the location and area of each store were not asked, and only rough statistics can be
made. Future research could especially explore how McDonald's chose the emerging
consumer groups, and why it chose them.
Product and Cultural Diversification
In entering the international or global market, McDonald's chooses a franchise model,
uniquely McDonald's makes cultural adjustments in each market country. They realize that
each country has cultural differences including taste, which then creates additional menus.
The following are some examples of the implementation of cultural differences at
McDonald's International outlets:
Thailand
In Thailand, McDonald's has 3 signature menus which are Samurai Pork Burger, Corn
Pie, and Pineapple Pie.
Japan
McDonald's Japan has a Filet-O-Fish menu, although it is available at McDonald's
US, but instead, they offer this staple as a breakfast item. McDonald's Japan also serves
squid ink burgers (with black buns) and Daigaku Imo fries. McDonald's Japan also serves a
variant of chocolate-covered fries.
Norway
McDonald's Norway restaurant offers menu items such as Chilli Cheese tops (which
are like cheese poppers), pasta salad, and some fish items. They also serve breakfast
sandwiches with Brunost, which is a traditional Norwegian cheese.
Brazil
Pão Na Chapa and Pão De Queijo are the two types of bread offered at McDonalds for
breakfast. Pão Na Chapa is bread served with butter and Pão De Queijo is bread served with
cheese. In addition, another major highlight of McDonald's Brazil menu is the Cheddar
McMelt.
India
Unsurprisingly, McDonald's in India has a predominantly vegetarian menu to cater to
customers who don't eat beef or meat at all, and most of the menu has Indian spices and hot
sauces.
Their breakfast menu includes Veg Pizza McPuff, vegetarian pizza pockets, Maharaja
Mac, a chicken version of the Big Mac, as well as a vegetarian version with a patty made
from corn and cheese. McDonald's India also serves many dishes made from paneer, which
is similar to hard cottage cheese, such as the McSpicy Paneer burger or Spicy Paneer Wrap.
Morocco
The meat used at McDonalds Morocco is halal, meaning it is prepared in accordance
with Islamic law and the Quran. They serve staple foods like Big Macs and Happy Meals.
They also have specialty menus such as McArabia, a chicken sandwich with Moroccan
spices in pita bread, which is also found in other Arab countries. In addition, McDonald's
Morocco also serves the Gambas burger, whose patty is made from shrimp instead of meat.
France
McDonald's in France is much more elegant than the usual. They offer the Blue
Cheese Burger, the Alpine Burger with three types of cheese, the McBaguette, and a fancy
burger served with a fork and knife.
McDonald's France locations also emphasize the McCafé section of the restaurant,
serving a variety of baked goods in glass displays and elegant drinks such as creamy
cappuccinos served in glass cups instead of plastic like other McDonald's drinks. In
addition, McDonald's France also has stand-alone McCafé locations unlike McDonald's in
other countries where McDonald's and McCafé are in one location.
McDonald's France is also one of the outlets that have been using automated cash
registers similar to ATMs for a long time, long before McDonald's United States adopted
them. The machine aims to speed up service during long queues.
Mexico
McDonald's Mexico packs a lot of flavor into their menu. They offer the Pico
Guacamole Burger as well as Jalapeño Poppers. Their signature menu for breakfast is
McMollettes. They also have Queso pies and sauces that can only be found at McDonald's
Mexico which are salsa verde and chimichurri.
United States
McDonald's United States itself offers traditional United States food menus that are
combined into more modern food such as the McD Nasi Uduk menu with Sambal Terasi,
McD Chicken Porridge which is used in the breakfast category menu, Rica-Rica Chicken
Rice, Rica-Rica Fish Rice, and Klepon Cake.
Based on this study, it can be concluded that although McDonald's has a positioning in
the minds of consumers as a fast food outlet that sells burgers and crispy chicken, they carry
out a strategy of adjusting to the different tastes and cultural habits of various regions.
McDonald's pays attention to the different regional eating habits in different regions in each
country of McDonald's branches, and develops new products that meet local tastes and
regional characteristics. From a corporate perspective, "integration" makes the brand
strategies of different countries and regions the same, and there will be no differentiated
development. "Differentiation" allows McDonald's to be recognized by local consumers,
and emotionally increases consumers' favorability to the company, so that McDonald's can
promote consumer consumption (Wu & Ma, 2021).
Meeting the Needs of Key Audiences
McDonald's has a wide market so they need to identify the market or audience of their
business. To build a long-term business and win market share, it is important to retain
people once they become customers. Customers are not all the same. Market research
identifies different types of customers.
Before the existence of delivery services, consumer behavior in making purchases on
food products was to come to a physical store location, just like McDonald's consumers who
had to come first to get what they needed or wanted with each having different reasons.
McDonald's can tailor communication to the needs of specific groups. It is their needs that
determine the types of products and services offered, the prices charged, the promotions
made, and the location of the restaurant.
The first audience is parents who have children, McDonald's gives them a menu
selection for children and adults. For example, for children there is a Happy Meal menu and
for adults there is Spicy Chicken or Cola. In addition, McDonald's also provides seats for
toddlers. For the children to adult audience, McDonald's provides a playground and
McDonald's statue. The bright colors (red and yellow) are also an attraction for children.
Another audience is that workers are McDonald's, which is fast food, able to provide
fast service of no more than 15 minutes so that McDonald's can provide solutions for time.
The last audience is teenagers, McDonald's can provide free internet service and a
comfortable place.
Conclusion
This research primarily focuses on McDonald's marketing strategy in United States.
The first focuses on the use of marketing localization which leads to product and cultural
diversification and the second is related to meeting the needs of key audiences. Marketing
localization involves McDonald's combining United States characteristics with local culture
and food characteristics such as the use of sambal terasi, which is typical of United States,
which is then combined with the addition of services such as the internet, play areas, special
seats for toddlers, and others that aim to meet the various needs of their consumers or
audiences. This strategy allowed McDonald's to grow very rapidly in the United States
market in a short time. However, there are still some shortcomings in this study. For
example, the location and area of each store were not asked, and only rough statistics can be
made. Future research could especially explore how McDonald's chose the emerging
consumer groups, and why it chose them.
Product and Cultural Diversification
In entering the international or global market, McDonald's chooses a franchise model,
uniquely McDonald's makes cultural adjustments in each market country. They realize that
each country has cultural differences including taste, which then creates additional menus.
The following are some examples of the implementation of cultural differences at
McDonald's International outlets:
Thailand
In Thailand, McDonald's has 3 signature menus which are Samurai Pork Burger, Corn
Pie, and Pineapple Pie.
Japan
McDonald's Japan has a Filet-O-Fish menu, although it is available at McDonald's
US, but instead, they offer this staple as a breakfast item. McDonald's Japan also serves
squid ink burgers (with black buns) and Daigaku Imo fries. McDonald's Japan also serves a
variant of chocolate-covered fries.
Norway
McDonald's Norway restaurant offers menu items such as Chilli Cheese tops (which
are like cheese poppers), pasta salad, and some fish items. They also serve breakfast
sandwiches with Brunost, which is a traditional Norwegian cheese.
Brazil
Pão Na Chapa and Pão De Queijo are the two types of bread offered at McDonalds for
breakfast. Pão Na Chapa is bread served with butter and Pão De Queijo is bread served with
cheese. In addition, another major highlight of McDonald's Brazil menu is the Cheddar
McMelt.
India
Unsurprisingly, McDonald's in India has a predominantly vegetarian menu to cater to
customers who don't eat beef or meat at all, and most of the menu has Indian spices and hot
sauces.
Their breakfast menu includes Veg Pizza McPuff, vegetarian pizza pockets, Maharaja
Mac, a chicken version of the Big Mac, as well as a vegetarian version with a patty made
from corn and cheese. McDonald's India also serves many dishes made from paneer, which
is similar to hard cottage cheese, such as the McSpicy Paneer burger or Spicy Paneer Wrap.
Morocco
The meat used at McDonalds Morocco is halal, meaning it is prepared in accordance
with Islamic law and the Quran. They serve staple foods like Big Macs and Happy Meals.
They also have specialty menus such as McArabia, a chicken sandwich with Moroccan
spices in pita bread, which is also found in other Arab countries. In addition, McDonald's
Morocco also serves the Gambas burger, whose patty is made from shrimp instead of meat.
France
McDonald's in France is much more elegant than the usual. They offer the Blue
Cheese Burger, the Alpine Burger with three types of cheese, the McBaguette, and a fancy
burger served with a fork and knife.
McDonald's France locations also emphasize the McCafé section of the restaurant,
serving a variety of baked goods in glass displays and elegant drinks such as creamy
cappuccinos served in glass cups instead of plastic like other McDonald's drinks. In
addition, McDonald's France also has stand-alone McCafé locations unlike McDonald's in
other countries where McDonald's and McCafé are in one location.
McDonald's France is also one of the outlets that have been using automated cash
registers similar to ATMs for a long time, long before McDonald's United States adopted
them. The machine aims to speed up service during long queues.
Mexico
McDonald's Mexico packs a lot of flavor into their menu. They offer the Pico
Guacamole Burger as well as Jalapeño Poppers. Their signature menu for breakfast is
McMollettes. They also have Queso pies and sauces that can only be found at McDonald's
Mexico which are salsa verde and chimichurri.
United States
McDonald's United States itself offers traditional United States food menus that are
combined into more modern food such as the McD Nasi Uduk menu with Sambal Terasi,
McD Chicken Porridge which is used in the breakfast category menu, Rica-Rica Chicken
Rice, Rica-Rica Fish Rice, and Klepon Cake.
Based on this study, it can be concluded that although McDonald's has a positioning in
the minds of consumers as a fast food outlet that sells burgers and crispy chicken, they carry
out a strategy of adjusting to the different tastes and cultural habits of various regions.
McDonald's pays attention to the different regional eating habits in different regions in each
country of McDonald's branches, and develops new products that meet local tastes and
regional characteristics. From a corporate perspective, "integration" makes the brand
strategies of different countries and regions the same, and there will be no differentiated
development. "Differentiation" allows McDonald's to be recognized by local consumers,
and emotionally increases consumers' favorability to the company, so that McDonald's can
promote consumer consumption (Wu & Ma, 2021).
Meeting the Needs of Key Audiences
McDonald's has a wide market so they need to identify the market or audience of their
business. To build a long-term business and win market share, it is important to retain
people once they become customers. Customers are not all the same. Market research
identifies different types of customers.
Before the existence of delivery services, consumer behavior in making purchases on
food products was to come to a physical store location, just like McDonald's consumers who
had to come first to get what they needed or wanted with each having different reasons.
McDonald's can tailor communication to the needs of specific groups. It is their needs that
determine the types of products and services offered, the prices charged, the promotions
made, and the location of the restaurant.
The first audience is parents who have children, McDonald's gives them a menu
selection for children and adults. For example, for children there is a Happy Meal menu and
for adults there is Spicy Chicken or Cola. In addition, McDonald's also provides seats for
toddlers. For the children to adult audience, McDonald's provides a playground and
McDonald's statue. The bright colors (red and yellow) are also an attraction for children.
Another audience is that workers are McDonald's, which is fast food, able to provide
fast service of no more than 15 minutes so that McDonald's can provide solutions for time.
The last audience is teenagers, McDonald's can provide free internet service and a
comfortable place.
Conclusion
This research primarily focuses on McDonald's marketing strategy in United States.
The first focuses on the use of marketing localization which leads to product and cultural
diversification and the second is related to meeting the needs of key audiences. Marketing
localization involves McDonald's combining United States characteristics with local culture
and food characteristics such as the use of sambal terasi, which is typical of United States,
which is then combined with the addition of services such as the internet, play areas, special
seats for toddlers, and others that aim to meet the various needs of their consumers or
audiences. This strategy allowed McDonald's to grow very rapidly in the United States
market in a short time. However, there are still some shortcomings in this study. For
example, the location and area of each store were not asked, and only rough statistics can be
made. Future research could especially explore how McDonald's chose the emerging
consumer groups, and why it chose them.
Product and Cultural Diversification
In entering the international or global market, McDonald's chooses a franchise model,
uniquely McDonald's makes cultural adjustments in each market country. They realize that
each country has cultural differences including taste, which then creates additional menus.
The following are some examples of the implementation of cultural differences at
McDonald's International outlets:
Thailand
In Thailand, McDonald's has 3 signature menus which are Samurai Pork Burger, Corn
Pie, and Pineapple Pie.
Japan
McDonald's Japan has a Filet-O-Fish menu, although it is available at McDonald's
US, but instead, they offer this staple as a breakfast item. McDonald's Japan also serves
squid ink burgers (with black buns) and Daigaku Imo fries. McDonald's Japan also serves a
variant of chocolate-covered fries.
Norway
McDonald's Norway restaurant offers menu items such as Chilli Cheese tops (which
are like cheese poppers), pasta salad, and some fish items. They also serve breakfast
sandwiches with Brunost, which is a traditional Norwegian cheese.
Brazil
Pão Na Chapa and Pão De Queijo are the two types of bread offered at McDonalds for
breakfast. Pão Na Chapa is bread served with butter and Pão De Queijo is bread served with
cheese. In addition, another major highlight of McDonald's Brazil menu is the Cheddar
McMelt.
India
Unsurprisingly, McDonald's in India has a predominantly vegetarian menu to cater to
customers who don't eat beef or meat at all, and most of the menu has Indian spices and hot
sauces.
Their breakfast menu includes Veg Pizza McPuff, vegetarian pizza pockets, Maharaja
Mac, a chicken version of the Big Mac, as well as a vegetarian version with a patty made
from corn and cheese. McDonald's India also serves many dishes made from paneer, which
is similar to hard cottage cheese, such as the McSpicy Paneer burger or Spicy Paneer Wrap.
Morocco
The meat used at McDonalds Morocco is halal, meaning it is prepared in accordance
with Islamic law and the Quran. They serve staple foods like Big Macs and Happy Meals.
They also have specialty menus such as McArabia, a chicken sandwich with Moroccan
spices in pita bread, which is also found in other Arab countries. In addition, McDonald's
Morocco also serves the Gambas burger, whose patty is made from shrimp instead of meat.
France
McDonald's in France is much more elegant than the usual. They offer the Blue
Cheese Burger, the Alpine Burger with three types of cheese, the McBaguette, and a fancy
burger served with a fork and knife.
McDonald's France locations also emphasize the McCafé section of the restaurant,
serving a variety of baked goods in glass displays and elegant drinks such as creamy
cappuccinos served in glass cups instead of plastic like other McDonald's drinks. In
addition, McDonald's France also has stand-alone McCafé locations unlike McDonald's in
other countries where McDonald's and McCafé are in one location.
McDonald's France is also one of the outlets that have been using automated cash
registers similar to ATMs for a long time, long before McDonald's United States adopted
them. The machine aims to speed up service during long queues.
Mexico
McDonald's Mexico packs a lot of flavor into their menu. They offer the Pico
Guacamole Burger as well as Jalapeño Poppers. Their signature menu for breakfast is
McMollettes. They also have Queso pies and sauces that can only be found at McDonald's
Mexico which are salsa verde and chimichurri.
United States
McDonald's United States itself offers traditional United States food menus that are
combined into more modern food such as the McD Nasi Uduk menu with Sambal Terasi,
McD Chicken Porridge which is used in the breakfast category menu, Rica-Rica Chicken
Rice, Rica-Rica Fish Rice, and Klepon Cake.
Based on this study, it can be concluded that although McDonald's has a positioning in
the minds of consumers as a fast food outlet that sells burgers and crispy chicken, they carry
out a strategy of adjusting to the different tastes and cultural habits of various regions.
McDonald's pays attention to the different regional eating habits in different regions in each
country of McDonald's branches, and develops new products that meet local tastes and
regional characteristics. From a corporate perspective, "integration" makes the brand
strategies of different countries and regions the same, and there will be no differentiated
development. "Differentiation" allows McDonald's to be recognized by local consumers,
and emotionally increases consumers' favorability to the company, so that McDonald's can
promote consumer consumption (Wu & Ma, 2021).
Meeting the Needs of Key Audiences
McDonald's has a wide market so they need to identify the market or audience of their
business. To build a long-term business and win market share, it is important to retain
people once they become customers. Customers are not all the same. Market research
identifies different types of customers.
Before the existence of delivery services, consumer behavior in making purchases on
food products was to come to a physical store location, just like McDonald's consumers who
had to come first to get what they needed or wanted with each having different reasons.
McDonald's can tailor communication to the needs of specific groups. It is their needs that
determine the types of products and services offered, the prices charged, the promotions
made, and the location of the restaurant.
The first audience is parents who have children, McDonald's gives them a menu
selection for children and adults. For example, for children there is a Happy Meal menu and
for adults there is Spicy Chicken or Cola. In addition, McDonald's also provides seats for
toddlers. For the children to adult audience, McDonald's provides a playground and
McDonald's statue. The bright colors (red and yellow) are also an attraction for children.
Another audience is that workers are McDonald's, which is fast food, able to provide
fast service of no more than 15 minutes so that McDonald's can provide solutions for time.
The last audience is teenagers, McDonald's can provide free internet service and a
comfortable place.
Conclusion
This research primarily focuses on McDonald's marketing strategy in United States.
The first focuses on the use of marketing localization which leads to product and cultural
diversification and the second is related to meeting the needs of key audiences. Marketing
localization involves McDonald's combining United States characteristics with local culture
and food characteristics such as the use of sambal terasi, which is typical of United States,
which is then combined with the addition of services such as the internet, play areas, special
seats for toddlers, and others that aim to meet the various needs of their consumers or
audiences. This strategy allowed McDonald's to grow very rapidly in the United States
market in a short time. However, there are still some shortcomings in this study. For
example, the location and area of each store were not asked, and only rough statistics can be
made. Future research could especially explore how McDonald's chose the emerging
consumer groups, and why it chose them.
Product and Cultural Diversification
In entering the international or global market, McDonald's chooses a franchise model,
uniquely McDonald's makes cultural adjustments in each market country. They realize that
each country has cultural differences including taste, which then creates additional menus.
The following are some examples of the implementation of cultural differences at
McDonald's International outlets:
Thailand
In Thailand, McDonald's has 3 signature menus which are Samurai Pork Burger, Corn
Pie, and Pineapple Pie.
Japan
McDonald's Japan has a Filet-O-Fish menu, although it is available at McDonald's
US, but instead, they offer this staple as a breakfast item. McDonald's Japan also serves
squid ink burgers (with black buns) and Daigaku Imo fries. McDonald's Japan also serves a
variant of chocolate-covered fries.
Norway
McDonald's Norway restaurant offers menu items such as Chilli Cheese tops (which
are like cheese poppers), pasta salad, and some fish items. They also serve breakfast
sandwiches with Brunost, which is a traditional Norwegian cheese.
Brazil
Pão Na Chapa and Pão De Queijo are the two types of bread offered at McDonalds for
breakfast. Pão Na Chapa is bread served with butter and Pão De Queijo is bread served with
cheese. In addition, another major highlight of McDonald's Brazil menu is the Cheddar
McMelt.
India
Unsurprisingly, McDonald's in India has a predominantly vegetarian menu to cater to
customers who don't eat beef or meat at all, and most of the menu has Indian spices and hot
sauces.
Their breakfast menu includes Veg Pizza McPuff, vegetarian pizza pockets, Maharaja
Mac, a chicken version of the Big Mac, as well as a vegetarian version with a patty made
from corn and cheese. McDonald's India also serves many dishes made from paneer, which
is similar to hard cottage cheese, such as the McSpicy Paneer burger or Spicy Paneer Wrap.
Morocco
The meat used at McDonalds Morocco is halal, meaning it is prepared in accordance
with Islamic law and the Quran. They serve staple foods like Big Macs and Happy Meals.
They also have specialty menus such as McArabia, a chicken sandwich with Moroccan
spices in pita bread, which is also found in other Arab countries. In addition, McDonald's
Morocco also serves the Gambas burger, whose patty is made from shrimp instead of meat.
France
McDonald's in France is much more elegant than the usual. They offer the Blue
Cheese Burger, the Alpine Burger with three types of cheese, the McBaguette, and a fancy
burger served with a fork and knife.
McDonald's France locations also emphasize the McCafé section of the restaurant,
serving a variety of baked goods in glass displays and elegant drinks such as creamy
cappuccinos served in glass cups instead of plastic like other McDonald's drinks. In
addition, McDonald's France also has stand-alone McCafé locations unlike McDonald's in
other countries where McDonald's and McCafé are in one location.
McDonald's France is also one of the outlets that have been using automated cash
registers similar to ATMs for a long time, long before McDonald's United States adopted
them. The machine aims to speed up service during long queues.
Mexico
McDonald's Mexico packs a lot of flavor into their menu. They offer the Pico
Guacamole Burger as well as Jalapeño Poppers. Their signature menu for breakfast is
McMollettes. They also have Queso pies and sauces that can only be found at McDonald's
Mexico which are salsa verde and chimichurri.
United States
McDonald's United States itself offers traditional United States food menus that are
combined into more modern food such as the McD Nasi Uduk menu with Sambal Terasi,
McD Chicken Porridge which is used in the breakfast category menu, Rica-Rica Chicken
Rice, Rica-Rica Fish Rice, and Klepon Cake.
Based on this study, it can be concluded that although McDonald's has a positioning in
the minds of consumers as a fast food outlet that sells burgers and crispy chicken, they carry
out a strategy of adjusting to the different tastes and cultural habits of various regions.
McDonald's pays attention to the different regional eating habits in different regions in each
country of McDonald's branches, and develops new products that meet local tastes and
regional characteristics. From a corporate perspective, "integration" makes the brand
strategies of different countries and regions the same, and there will be no differentiated
development. "Differentiation" allows McDonald's to be recognized by local consumers,
and emotionally increases consumers' favorability to the company, so that McDonald's can
promote consumer consumption (Wu & Ma, 2021).
Meeting the Needs of Key Audiences
McDonald's has a wide market so they need to identify the market or audience of their
business. To build a long-term business and win market share, it is important to retain
people once they become customers. Customers are not all the same. Market research
identifies different types of customers.
Before the existence of delivery services, consumer behavior in making purchases on
food products was to come to a physical store location, just like McDonald's consumers who
had to come first to get what they needed or wanted with each having different reasons.
McDonald's can tailor communication to the needs of specific groups. It is their needs that
determine the types of products and services offered, the prices charged, the promotions
made, and the location of the restaurant.
The first audience is parents who have children, McDonald's gives them a menu
selection for children and adults. For example, for children there is a Happy Meal menu and
for adults there is Spicy Chicken or Cola. In addition, McDonald's also provides seats for
toddlers. For the children to adult audience, McDonald's provides a playground and
McDonald's statue. The bright colors (red and yellow) are also an attraction for children.
Another audience is that workers are McDonald's, which is fast food, able to provide
fast service of no more than 15 minutes so that McDonald's can provide solutions for time.
The last audience is teenagers, McDonald's can provide free internet service and a
comfortable place.
Conclusion
This research primarily focuses on McDonald's marketing strategy in United States.
The first focuses on the use of marketing localization which leads to product and cultural
diversification and the second is related to meeting the needs of key audiences. Marketing
localization involves McDonald's combining United States characteristics with local culture
and food characteristics such as the use of sambal terasi, which is typical of United States,
which is then combined with the addition of services such as the internet, play areas, special
seats for toddlers, and others that aim to meet the various needs of their consumers or
audiences. This strategy allowed McDonald's to grow very rapidly in the United States
market in a short time. However, there are still some shortcomings in this study. For
example, the location and area of each store were not asked, and only rough statistics can be
made. Future research could especially explore how McDonald's chose the emerging
consumer groups, and why it chose them.
Product and Cultural Diversification
In entering the international or global market, McDonald's chooses a franchise model,
uniquely McDonald's makes cultural adjustments in each market country. They realize that
each country has cultural differences including taste, which then creates additional menus.
The following are some examples of the implementation of cultural differences at
McDonald's International outlets:
Thailand
In Thailand, McDonald's has 3 signature menus which are Samurai Pork Burger, Corn
Pie, and Pineapple Pie.
Japan
McDonald's Japan has a Filet-O-Fish menu, although it is available at McDonald's
US, but instead, they offer this staple as a breakfast item. McDonald's Japan also serves
squid ink burgers (with black buns) and Daigaku Imo fries. McDonald's Japan also serves a
variant of chocolate-covered fries.
Norway
McDonald's Norway restaurant offers menu items such as Chilli Cheese tops (which
are like cheese poppers), pasta salad, and some fish items. They also serve breakfast
sandwiches with Brunost, which is a traditional Norwegian cheese.
Brazil
Pão Na Chapa and Pão De Queijo are the two types of bread offered at McDonalds for
breakfast. Pão Na Chapa is bread served with butter and Pão De Queijo is bread served with
cheese. In addition, another major highlight of McDonald's Brazil menu is the Cheddar
McMelt.
India
Unsurprisingly, McDonald's in India has a predominantly vegetarian menu to cater to
customers who don't eat beef or meat at all, and most of the menu has Indian spices and hot
sauces.
Their breakfast menu includes Veg Pizza McPuff, vegetarian pizza pockets, Maharaja
Mac, a chicken version of the Big Mac, as well as a vegetarian version with a patty made
from corn and cheese. McDonald's India also serves many dishes made from paneer, which
is similar to hard cottage cheese, such as the McSpicy Paneer burger or Spicy Paneer Wrap.
Morocco
The meat used at McDonalds Morocco is halal, meaning it is prepared in accordance
with Islamic law and the Quran. They serve staple foods like Big Macs and Happy Meals.
They also have specialty menus such as McArabia, a chicken sandwich with Moroccan
spices in pita bread, which is also found in other Arab countries. In addition, McDonald's
Morocco also serves the Gambas burger, whose patty is made from shrimp instead of meat.
France
McDonald's in France is much more elegant than the usual. They offer the Blue
Cheese Burger, the Alpine Burger with three types of cheese, the McBaguette, and a fancy
burger served with a fork and knife.
McDonald's France locations also emphasize the McCafé section of the restaurant,
serving a variety of baked goods in glass displays and elegant drinks such as creamy
cappuccinos served in glass cups instead of plastic like other McDonald's drinks. In
addition, McDonald's France also has stand-alone McCafé locations unlike McDonald's in
other countries where McDonald's and McCafé are in one location.
McDonald's France is also one of the outlets that have been using automated cash
registers similar to ATMs for a long time, long before McDonald's United States adopted
them. The machine aims to speed up service during long queues.
Mexico
McDonald's Mexico packs a lot of flavor into their menu. They offer the Pico
Guacamole Burger as well as Jalapeño Poppers. Their signature menu for breakfast is
McMollettes. They also have Queso pies and sauces that can only be found at McDonald's
Mexico which are salsa verde and chimichurri.
United States
McDonald's United States itself offers traditional United States food menus that are
combined into more modern food such as the McD Nasi Uduk menu with Sambal Terasi,
McD Chicken Porridge which is used in the breakfast category menu, Rica-Rica Chicken
Rice, Rica-Rica Fish Rice, and Klepon Cake.
Based on this study, it can be concluded that although McDonald's has a positioning in
the minds of consumers as a fast food outlet that sells burgers and crispy chicken, they carry
out a strategy of adjusting to the different tastes and cultural habits of various regions.
McDonald's pays attention to the different regional eating habits in different regions in each
country of McDonald's branches, and develops new products that meet local tastes and
regional characteristics. From a corporate perspective, "integration" makes the brand
strategies of different countries and regions the same, and there will be no differentiated
development. "Differentiation" allows McDonald's to be recognized by local consumers,
and emotionally increases consumers' favorability to the company, so that McDonald's can
promote consumer consumption (Wu & Ma, 2021).
Meeting the Needs of Key Audiences
McDonald's has a wide market so they need to identify the market or audience of their
business. To build a long-term business and win market share, it is important to retain
people once they become customers. Customers are not all the same. Market research
identifies different types of customers.
Before the existence of delivery services, consumer behavior in making purchases on
food products was to come to a physical store location, just like McDonald's consumers who
had to come first to get what they needed or wanted with each having different reasons.
McDonald's can tailor communication to the needs of specific groups. It is their needs that
determine the types of products and services offered, the prices charged, the promotions
made, and the location of the restaurant.
The first audience is parents who have children, McDonald's gives them a menu
selection for children and adults. For example, for children there is a Happy Meal menu and
for adults there is Spicy Chicken or Cola. In addition, McDonald's also provides seats for
toddlers. For the children to adult audience, McDonald's provides a playground and
McDonald's statue. The bright colors (red and yellow) are also an attraction for children.
Another audience is that workers are McDonald's, which is fast food, able to provide
fast service of no more than 15 minutes so that McDonald's can provide solutions for time.
The last audience is teenagers, McDonald's can provide free internet service and a
comfortable place.
Conclusion
This research primarily focuses on McDonald's marketing strategy in United States.
The first focuses on the use of marketing localization which leads to product and cultural
diversification and the second is related to meeting the needs of key audiences. Marketing
localization involves McDonald's combining United States characteristics with local culture
and food characteristics such as the use of sambal terasi, which is typical of United States,
which is then combined with the addition of services such as the internet, play areas, special
seats for toddlers, and others that aim to meet the various needs of their consumers or
audiences. This strategy allowed McDonald's to grow very rapidly in the United States
market in a short time. However, there are still some shortcomings in this study. For
example, the location and area of each store were not asked, and only rough statistics can be
made. Future research could especially explore how McDonald's chose the emerging
consumer groups, and why it chose them.
Product and Cultural Diversification
In entering the international or global market, McDonald's chooses a franchise model,
uniquely McDonald's makes cultural adjustments in each market country. They realize that
each country has cultural differences including taste, which then creates additional menus.
The following are some examples of the implementation of cultural differences at
McDonald's International outlets:
Thailand
In Thailand, McDonald's has 3 signature menus which are Samurai Pork Burger, Corn
Pie, and Pineapple Pie.
Japan
McDonald's Japan has a Filet-O-Fish menu, although it is available at McDonald's
US, but instead, they offer this staple as a breakfast item. McDonald's Japan also serves
squid ink burgers (with black buns) and Daigaku Imo fries. McDonald's Japan also serves a
variant of chocolate-covered fries.
Norway
McDonald's Norway restaurant offers menu items such as Chilli Cheese tops (which
are like cheese poppers), pasta salad, and some fish items. They also serve breakfast
sandwiches with Brunost, which is a traditional Norwegian cheese.
Brazil
Pão Na Chapa and Pão De Queijo are the two types of bread offered at McDonalds for
breakfast. Pão Na Chapa is bread served with butter and Pão De Queijo is bread served with
cheese. In addition, another major highlight of McDonald's Brazil menu is the Cheddar
McMelt.
India
Unsurprisingly, McDonald's in India has a predominantly vegetarian menu to cater to
customers who don't eat beef or meat at all, and most of the menu has Indian spices and hot
sauces.
Their breakfast menu includes Veg Pizza McPuff, vegetarian pizza pockets, Maharaja
Mac, a chicken version of the Big Mac, as well as a vegetarian version with a patty made
from corn and cheese. McDonald's India also serves many dishes made from paneer, which
is similar to hard cottage cheese, such as the McSpicy Paneer burger or Spicy Paneer Wrap.
Morocco
The meat used at McDonalds Morocco is halal, meaning it is prepared in accordance
with Islamic law and the Quran. They serve staple foods like Big Macs and Happy Meals.
They also have specialty menus such as McArabia, a chicken sandwich with Moroccan
spices in pita bread, which is also found in other Arab countries. In addition, McDonald's
Morocco also serves the Gambas burger, whose patty is made from shrimp instead of meat.
France
McDonald's in France is much more elegant than the usual. They offer the Blue
Cheese Burger, the Alpine Burger with three types of cheese, the McBaguette, and a fancy
burger served with a fork and knife.
McDonald's France locations also emphasize the McCafé section of the restaurant,
serving a variety of baked goods in glass displays and elegant drinks such as creamy
cappuccinos served in glass cups instead of plastic like other McDonald's drinks. In
addition, McDonald's France also has stand-alone McCafé locations unlike McDonald's in
other countries where McDonald's and McCafé are in one location.
McDonald's France is also one of the outlets that have been using automated cash
registers similar to ATMs for a long time, long before McDonald's United States adopted
them. The machine aims to speed up service during long queues.
Mexico
McDonald's Mexico packs a lot of flavor into their menu. They offer the Pico
Guacamole Burger as well as Jalapeño Poppers. Their signature menu for breakfast is
McMollettes. They also have Queso pies and sauces that can only be found at McDonald's
Mexico which are salsa verde and chimichurri.
United States
McDonald's United States itself offers traditional United States food menus that are
combined into more modern food such as the McD Nasi Uduk menu with Sambal Terasi,
McD Chicken Porridge which is used in the breakfast category menu, Rica-Rica Chicken
Rice, Rica-Rica Fish Rice, and Klepon Cake.
Based on this study, it can be concluded that although McDonald's has a positioning in
the minds of consumers as a fast food outlet that sells burgers and crispy chicken, they carry
out a strategy of adjusting to the different tastes and cultural habits of various regions.
McDonald's pays attention to the different regional eating habits in different regions in each
country of McDonald's branches, and develops new products that meet local tastes and
regional characteristics. From a corporate perspective, "integration" makes the brand
strategies of different countries and regions the same, and there will be no differentiated
development. "Differentiation" allows McDonald's to be recognized by local consumers,
and emotionally increases consumers' favorability to the company, so that McDonald's can
promote consumer consumption (Wu & Ma, 2021).
Meeting the Needs of Key Audiences
McDonald's has a wide market so they need to identify the market or audience of their
business. To build a long-term business and win market share, it is important to retain
people once they become customers. Customers are not all the same. Market research
identifies different types of customers.
Before the existence of delivery services, consumer behavior in making purchases on
food products was to come to a physical store location, just like McDonald's consumers who
had to come first to get what they needed or wanted with each having different reasons.
McDonald's can tailor communication to the needs of specific groups. It is their needs that
determine the types of products and services offered, the prices charged, the promotions
made, and the location of the restaurant.
The first audience is parents who have children, McDonald's gives them a menu
selection for children and adults. For example, for children there is a Happy Meal menu and
for adults there is Spicy Chicken or Cola. In addition, McDonald's also provides seats for
toddlers. For the children to adult audience, McDonald's provides a playground and
McDonald's statue. The bright colors (red and yellow) are also an attraction for children.
Another audience is that workers are McDonald's, which is fast food, able to provide
fast service of no more than 15 minutes so that McDonald's can provide solutions for time.
The last audience is teenagers, McDonald's can provide free internet service and a
comfortable place.
Conclusion
This research primarily focuses on McDonald's marketing strategy in United States.
The first focuses on the use of marketing localization which leads to product and cultural
diversification and the second is related to meeting the needs of key audiences. Marketing
localization involves McDonald's combining United States characteristics with local culture
and food characteristics such as the use of sambal terasi, which is typical of United States,
which is then combined with the addition of services such as the internet, play areas, special
seats for toddlers, and others that aim to meet the various needs of their consumers or
audiences. This strategy allowed McDonald's to grow very rapidly in the United States
market in a short time. However, there are still some shortcomings in this study. For
example, the location and area of each store were not asked, and only rough statistics can be
made. Future research could especially explore how McDonald's chose the emerging
consumer groups, and why it chose them.
Product and Cultural Diversification
In entering the international or global market, McDonald's chooses a franchise model,
uniquely McDonald's makes cultural adjustments in each market country. They realize that
each country has cultural differences including taste, which then creates additional menus.
The following are some examples of the implementation of cultural differences at
McDonald's International outlets:
Thailand
In Thailand, McDonald's has 3 signature menus which are Samurai Pork Burger, Corn
Pie, and Pineapple Pie.
Japan
McDonald's Japan has a Filet-O-Fish menu, although it is available at McDonald's
US, but instead, they offer this staple as a breakfast item. McDonald's Japan also serves
squid ink burgers (with black buns) and Daigaku Imo fries. McDonald's Japan also serves a
variant of chocolate-covered fries.
Norway
McDonald's Norway restaurant offers menu items such as Chilli Cheese tops (which
are like cheese poppers), pasta salad, and some fish items. They also serve breakfast
sandwiches with Brunost, which is a traditional Norwegian cheese.
Brazil
Pão Na Chapa and Pão De Queijo are the two types of bread offered at McDonalds for
breakfast. Pão Na Chapa is bread served with butter and Pão De Queijo is bread served with
cheese. In addition, another major highlight of McDonald's Brazil menu is the Cheddar
McMelt.
India
Unsurprisingly, McDonald's in India has a predominantly vegetarian menu to cater to
customers who don't eat beef or meat at all, and most of the menu has Indian spices and hot
sauces.
Their breakfast menu includes Veg Pizza McPuff, vegetarian pizza pockets, Maharaja
Mac, a chicken version of the Big Mac, as well as a vegetarian version with a patty made
from corn and cheese. McDonald's India also serves many dishes made from paneer, which
is similar to hard cottage cheese, such as the McSpicy Paneer burger or Spicy Paneer Wrap.
Morocco
The meat used at McDonalds Morocco is halal, meaning it is prepared in accordance
with Islamic law and the Quran. They serve staple foods like Big Macs and Happy Meals.
They also have specialty menus such as McArabia, a chicken sandwich with Moroccan
spices in pita bread, which is also found in other Arab countries. In addition, McDonald's
Morocco also serves the Gambas burger, whose patty is made from shrimp instead of meat.
France
McDonald's in France is much more elegant than the usual. They offer the Blue
Cheese Burger, the Alpine Burger with three types of cheese, the McBaguette, and a fancy
burger served with a fork and knife.
McDonald's France locations also emphasize the McCafé section of the restaurant,
serving a variety of baked goods in glass displays and elegant drinks such as creamy
cappuccinos served in glass cups instead of plastic like other McDonald's drinks. In
addition, McDonald's France also has stand-alone McCafé locations unlike McDonald's in
other countries where McDonald's and McCafé are in one location.
McDonald's France is also one of the outlets that have been using automated cash
registers similar to ATMs for a long time, long before McDonald's United States adopted
them. The machine aims to speed up service during long queues.
Mexico
McDonald's Mexico packs a lot of flavor into their menu. They offer the Pico
Guacamole Burger as well as Jalapeño Poppers. Their signature menu for breakfast is
McMollettes. They also have Queso pies and sauces that can only be found at McDonald's
Mexico which are salsa verde and chimichurri.
United States
McDonald's United States itself offers traditional United States food menus that are
combined into more modern food such as the McD Nasi Uduk menu with Sambal Terasi,
McD Chicken Porridge which is used in the breakfast category menu, Rica-Rica Chicken
Rice, Rica-Rica Fish Rice, and Klepon Cake.
Based on this study, it can be concluded that although McDonald's has a positioning in
the minds of consumers as a fast food outlet that sells burgers and crispy chicken, they carry
out a strategy of adjusting to the different tastes and cultural habits of various regions.
McDonald's pays attention to the different regional eating habits in different regions in each
country of McDonald's branches, and develops new products that meet local tastes and
regional characteristics. From a corporate perspective, "integration" makes the brand
strategies of different countries and regions the same, and there will be no differentiated
development. "Differentiation" allows McDonald's to be recognized by local consumers,
and emotionally increases consumers' favorability to the company, so that McDonald's can
promote consumer consumption (Wu & Ma, 2021).
Meeting the Needs of Key Audiences
McDonald's has a wide market so they need to identify the market or audience of their
business. To build a long-term business and win market share, it is important to retain
people once they become customers. Customers are not all the same. Market research
identifies different types of customers.
Before the existence of delivery services, consumer behavior in making purchases on
food products was to come to a physical store location, just like McDonald's consumers who
had to come first to get what they needed or wanted with each having different reasons.
McDonald's can tailor communication to the needs of specific groups. It is their needs that
determine the types of products and services offered, the prices charged, the promotions
made, and the location of the restaurant.
The first audience is parents who have children, McDonald's gives them a menu
selection for children and adults. For example, for children there is a Happy Meal menu and
for adults there is Spicy Chicken or Cola. In addition, McDonald's also provides seats for
toddlers. For the children to adult audience, McDonald's provides a playground and
McDonald's statue. The bright colors (red and yellow) are also an attraction for children.
Another audience is that workers are McDonald's, which is fast food, able to provide
fast service of no more than 15 minutes so that McDonald's can provide solutions for time.
The last audience is teenagers, McDonald's can provide free internet service and a
comfortable place.
Conclusion
This research primarily focuses on McDonald's marketing strategy in United States.
The first focuses on the use of marketing localization which leads to product and cultural
diversification and the second is related to meeting the needs of key audiences. Marketing
localization involves McDonald's combining United States characteristics with local culture
and food characteristics such as the use of sambal terasi, which is typical of United States,
which is then combined with the addition of services such as the internet, play areas, special
seats for toddlers, and others that aim to meet the various needs of their consumers or
audiences. This strategy allowed McDonald's to grow very rapidly in the United States
market in a short time. However, there are still some shortcomings in this study. For
example, the location and area of each store were not asked, and only rough statistics can be
made. Future research could especially explore how McDonald's chose the emerging
consumer groups, and why it chose them.
Product and Cultural Diversification
In entering the international or global market, McDonald's chooses a franchise model,
uniquely McDonald's makes cultural adjustments in each market country. They realize that
each country has cultural differences including taste, which then creates additional menus.
The following are some examples of the implementation of cultural differences at
McDonald's International outlets:
Thailand
In Thailand, McDonald's has 3 signature menus which are Samurai Pork Burger, Corn
Pie, and Pineapple Pie.
Japan
McDonald's Japan has a Filet-O-Fish menu, although it is available at McDonald's
US, but instead, they offer this staple as a breakfast item. McDonald's Japan also serves
squid ink burgers (with black buns) and Daigaku Imo fries. McDonald's Japan also serves a
variant of chocolate-covered fries.
Norway
McDonald's Norway restaurant offers menu items such as Chilli Cheese tops (which
are like cheese poppers), pasta salad, and some fish items. They also serve breakfast
sandwiches with Brunost, which is a traditional Norwegian cheese.
Brazil
Pão Na Chapa and Pão De Queijo are the two types of bread offered at McDonalds for
breakfast. Pão Na Chapa is bread served with butter and Pão De Queijo is bread served with
cheese. In addition, another major highlight of McDonald's Brazil menu is the Cheddar
McMelt.
India
Unsurprisingly, McDonald's in India has a predominantly vegetarian menu to cater to
customers who don't eat beef or meat at all, and most of the menu has Indian spices and hot
sauces.
Their breakfast menu includes Veg Pizza McPuff, vegetarian pizza pockets, Maharaja
Mac, a chicken version of the Big Mac, as well as a vegetarian version with a patty made
from corn and cheese. McDonald's India also serves many dishes made from paneer, which
is similar to hard cottage cheese, such as the McSpicy Paneer burger or Spicy Paneer Wrap.
Morocco
The meat used at McDonalds Morocco is halal, meaning it is prepared in accordance
with Islamic law and the Quran. They serve staple foods like Big Macs and Happy Meals.
They also have specialty menus such as McArabia, a chicken sandwich with Moroccan
spices in pita bread, which is also found in other Arab countries. In addition, McDonald's
Morocco also serves the Gambas burger, whose patty is made from shrimp instead of meat.
France
McDonald's in France is much more elegant than the usual. They offer the Blue
Cheese Burger, the Alpine Burger with three types of cheese, the McBaguette, and a fancy
burger served with a fork and knife.
McDonald's France locations also emphasize the McCafé section of the restaurant,
serving a variety of baked goods in glass displays and elegant drinks such as creamy
cappuccinos served in glass cups instead of plastic like other McDonald's drinks. In
addition, McDonald's France also has stand-alone McCafé locations unlike McDonald's in
other countries where McDonald's and McCafé are in one location.
McDonald's France is also one of the outlets that have been using automated cash
registers similar to ATMs for a long time, long before McDonald's United States adopted
them. The machine aims to speed up service during long queues.
Mexico
McDonald's Mexico packs a lot of flavor into their menu. They offer the Pico
Guacamole Burger as well as Jalapeño Poppers. Their signature menu for breakfast is
McMollettes. They also have Queso pies and sauces that can only be found at McDonald's
Mexico which are salsa verde and chimichurri.
United States
McDonald's United States itself offers traditional United States food menus that are
combined into more modern food such as the McD Nasi Uduk menu with Sambal Terasi,
McD Chicken Porridge which is used in the breakfast category menu, Rica-Rica Chicken
Rice, Rica-Rica Fish Rice, and Klepon Cake.
Based on this study, it can be concluded that although McDonald's has a positioning in
the minds of consumers as a fast food outlet that sells burgers and crispy chicken, they carry
out a strategy of adjusting to the different tastes and cultural habits of various regions.
McDonald's pays attention to the different regional eating habits in different regions in each
country of McDonald's branches, and develops new products that meet local tastes and
regional characteristics. From a corporate perspective, "integration" makes the brand
strategies of different countries and regions the same, and there will be no differentiated
development. "Differentiation" allows McDonald's to be recognized by local consumers,
and emotionally increases consumers' favorability to the company, so that McDonald's can
promote consumer consumption (Wu & Ma, 2021).
Meeting the Needs of Key Audiences
McDonald's has a wide market so they need to identify the market or audience of their
business. To build a long-term business and win market share, it is important to retain
people once they become customers. Customers are not all the same. Market research
identifies different types of customers.
Before the existence of delivery services, consumer behavior in making purchases on
food products was to come to a physical store location, just like McDonald's consumers who
had to come first to get what they needed or wanted with each having different reasons.
McDonald's can tailor communication to the needs of specific groups. It is their needs that
determine the types of products and services offered, the prices charged, the promotions
made, and the location of the restaurant.
The first audience is parents who have children, McDonald's gives them a menu
selection for children and adults. For example, for children there is a Happy Meal menu and
for adults there is Spicy Chicken or Cola. In addition, McDonald's also provides seats for
toddlers. For the children to adult audience, McDonald's provides a playground and
McDonald's statue. The bright colors (red and yellow) are also an attraction for children.
Another audience is that workers are McDonald's, which is fast food, able to provide
fast service of no more than 15 minutes so that McDonald's can provide solutions for time.
The last audience is teenagers, McDonald's can provide free internet service and a
comfortable place.
Conclusion
This research primarily focuses on McDonald's marketing strategy in United States.
The first focuses on the use of marketing localization which leads to product and cultural
diversification and the second is related to meeting the needs of key audiences. Marketing
localization involves McDonald's combining United States characteristics with local culture
and food characteristics such as the use of sambal terasi, which is typical of United States,
which is then combined with the addition of services such as the internet, play areas, special
seats for toddlers, and others that aim to meet the various needs of their consumers or
audiences. This strategy allowed McDonald's to grow very rapidly in the United States
market in a short time. However, there are still some shortcomings in this study. For
example, the location and area of each store were not asked, and only rough statistics can be
made. Future research could especially explore how McDonald's chose the emerging
consumer groups, and why it chose them.
Product and Cultural Diversification
In entering the international or global market, McDonald's chooses a franchise model,
uniquely McDonald's makes cultural adjustments in each market country. They realize that
each country has cultural differences including taste, which then creates additional menus.
The following are some examples of the implementation of cultural differences at
McDonald's International outlets:
Thailand
In Thailand, McDonald's has 3 signature menus which are Samurai Pork Burger, Corn
Pie, and Pineapple Pie.
Japan
McDonald's Japan has a Filet-O-Fish menu, although it is available at McDonald's
US, but instead, they offer this staple as a breakfast item. McDonald's Japan also serves
squid ink burgers (with black buns) and Daigaku Imo fries. McDonald's Japan also serves a
variant of chocolate-covered fries.
Norway
McDonald's Norway restaurant offers menu items such as Chilli Cheese tops (which
are like cheese poppers), pasta salad, and some fish items. They also serve breakfast
sandwiches with Brunost, which is a traditional Norwegian cheese.
Brazil
Pão Na Chapa and Pão De Queijo are the two types of bread offered at McDonalds for
breakfast. Pão Na Chapa is bread served with butter and Pão De Queijo is bread served with
cheese. In addition, another major highlight of McDonald's Brazil menu is the Cheddar
McMelt.
India
Unsurprisingly, McDonald's in India has a predominantly vegetarian menu to cater to
customers who don't eat beef or meat at all, and most of the menu has Indian spices and hot
sauces.
Their breakfast menu includes Veg Pizza McPuff, vegetarian pizza pockets, Maharaja
Mac, a chicken version of the Big Mac, as well as a vegetarian version with a patty made
from corn and cheese. McDonald's India also serves many dishes made from paneer, which
is similar to hard cottage cheese, such as the McSpicy Paneer burger or Spicy Paneer Wrap.
Morocco
The meat used at McDonalds Morocco is halal, meaning it is prepared in accordance
with Islamic law and the Quran. They serve staple foods like Big Macs and Happy Meals.
They also have specialty menus such as McArabia, a chicken sandwich with Moroccan
spices in pita bread, which is also found in other Arab countries. In addition, McDonald's
Morocco also serves the Gambas burger, whose patty is made from shrimp instead of meat.
France
McDonald's in France is much more elegant than the usual. They offer the Blue
Cheese Burger, the Alpine Burger with three types of cheese, the McBaguette, and a fancy
burger served with a fork and knife.
McDonald's France locations also emphasize the McCafé section of the restaurant,
serving a variety of baked goods in glass displays and elegant drinks such as creamy
cappuccinos served in glass cups instead of plastic like other McDonald's drinks. In
addition, McDonald's France also has stand-alone McCafé locations unlike McDonald's in
other countries where McDonald's and McCafé are in one location.
McDonald's France is also one of the outlets that have been using automated cash
registers similar to ATMs for a long time, long before McDonald's United States adopted
them. The machine aims to speed up service during long queues.
Mexico
McDonald's Mexico packs a lot of flavor into their menu. They offer the Pico
Guacamole Burger as well as Jalapeño Poppers. Their signature menu for breakfast is
McMollettes. They also have Queso pies and sauces that can only be found at McDonald's
Mexico which are salsa verde and chimichurri.
United States
McDonald's United States itself offers traditional United States food menus that are
combined into more modern food such as the McD Nasi Uduk menu with Sambal Terasi,
McD Chicken Porridge which is used in the breakfast category menu, Rica-Rica Chicken
Rice, Rica-Rica Fish Rice, and Klepon Cake.
Based on this study, it can be concluded that although McDonald's has a positioning in
the minds of consumers as a fast food outlet that sells burgers and crispy chicken, they carry
out a strategy of adjusting to the different tastes and cultural habits of various regions.
McDonald's pays attention to the different regional eating habits in different regions in each
country of McDonald's branches, and develops new products that meet local tastes and
regional characteristics. From a corporate perspective, "integration" makes the brand
strategies of different countries and regions the same, and there will be no differentiated
development. "Differentiation" allows McDonald's to be recognized by local consumers,
and emotionally increases consumers' favorability to the company, so that McDonald's can
promote consumer consumption (Wu & Ma, 2021).
Meeting the Needs of Key Audiences
McDonald's has a wide market so they need to identify the market or audience of their
business. To build a long-term business and win market share, it is important to retain
people once they become customers. Customers are not all the same. Market research
identifies different types of customers.
Before the existence of delivery services, consumer behavior in making purchases on
food products was to come to a physical store location, just like McDonald's consumers who
had to come first to get what they needed or wanted with each having different reasons.
McDonald's can tailor communication to the needs of specific groups. It is their needs that
determine the types of products and services offered, the prices charged, the promotions
made, and the location of the restaurant.
The first audience is parents who have children, McDonald's gives them a menu
selection for children and adults. For example, for children there is a Happy Meal menu and
for adults there is Spicy Chicken or Cola. In addition, McDonald's also provides seats for
toddlers. For the children to adult audience, McDonald's provides a playground and
McDonald's statue. The bright colors (red and yellow) are also an attraction for children.
Another audience is that workers are McDonald's, which is fast food, able to provide
fast service of no more than 15 minutes so that McDonald's can provide solutions for time.
The last audience is teenagers, McDonald's can provide free internet service and a
comfortable place.
Conclusion
This research primarily focuses on McDonald's marketing strategy in United States.
The first focuses on the use of marketing localization which leads to product and cultural
diversification and the second is related to meeting the needs of key audiences. Marketing
localization involves McDonald's combining United States characteristics with local culture
and food characteristics such as the use of sambal terasi, which is typical of United States,
which is then combined with the addition of services such as the internet, play areas, special
seats for toddlers, and others that aim to meet the various needs of their consumers or
audiences. This strategy allowed McDonald's to grow very rapidly in the United States
market in a short time. However, there are still some shortcomings in this study. For
example, the location and area of each store were not asked, and only rough statistics can be
made. Future research could especially explore how McDonald's chose the emerging
consumer groups, and why it chose them.
Product and Cultural Diversification
In entering the international or global market, McDonald's chooses a franchise model,
uniquely McDonald's makes cultural adjustments in each market country. They realize that
each country has cultural differences including taste, which then creates additional menus.
The following are some examples of the implementation of cultural differences at
McDonald's International outlets:
Thailand
In Thailand, McDonald's has 3 signature menus which are Samurai Pork Burger, Corn
Pie, and Pineapple Pie.
Japan
McDonald's Japan has a Filet-O-Fish menu, although it is available at McDonald's
US, but instead, they offer this staple as a breakfast item. McDonald's Japan also serves
squid ink burgers (with black buns) and Daigaku Imo fries. McDonald's Japan also serves a
variant of chocolate-covered fries.
Norway
McDonald's Norway restaurant offers menu items such as Chilli Cheese tops (which
are like cheese poppers), pasta salad, and some fish items. They also serve breakfast
sandwiches with Brunost, which is a traditional Norwegian cheese.
Brazil
Pão Na Chapa and Pão De Queijo are the two types of bread offered at McDonalds for
breakfast. Pão Na Chapa is bread served with butter and Pão De Queijo is bread served with
cheese. In addition, another major highlight of McDonald's Brazil menu is the Cheddar
McMelt.
India
Unsurprisingly, McDonald's in India has a predominantly vegetarian menu to cater to
customers who don't eat beef or meat at all, and most of the menu has Indian spices and hot
sauces.
Their breakfast menu includes Veg Pizza McPuff, vegetarian pizza pockets, Maharaja
Mac, a chicken version of the Big Mac, as well as a vegetarian version with a patty made
from corn and cheese. McDonald's India also serves many dishes made from paneer, which
is similar to hard cottage cheese, such as the McSpicy Paneer burger or Spicy Paneer Wrap.
Morocco
The meat used at McDonalds Morocco is halal, meaning it is prepared in accordance
with Islamic law and the Quran. They serve staple foods like Big Macs and Happy Meals.
They also have specialty menus such as McArabia, a chicken sandwich with Moroccan
spices in pita bread, which is also found in other Arab countries. In addition, McDonald's
Morocco also serves the Gambas burger, whose patty is made from shrimp instead of meat.
France
McDonald's in France is much more elegant than the usual. They offer the Blue
Cheese Burger, the Alpine Burger with three types of cheese, the McBaguette, and a fancy
burger served with a fork and knife.
McDonald's France locations also emphasize the McCafé section of the restaurant,
serving a variety of baked goods in glass displays and elegant drinks such as creamy
cappuccinos served in glass cups instead of plastic like other McDonald's drinks. In
addition, McDonald's France also has stand-alone McCafé locations unlike McDonald's in
other countries where McDonald's and McCafé are in one location.
McDonald's France is also one of the outlets that have been using automated cash
registers similar to ATMs for a long time, long before McDonald's United States adopted
them. The machine aims to speed up service during long queues.
Mexico
McDonald's Mexico packs a lot of flavor into their menu. They offer the Pico
Guacamole Burger as well as Jalapeño Poppers. Their signature menu for breakfast is
McMollettes. They also have Queso pies and sauces that can only be found at McDonald's
Mexico which are salsa verde and chimichurri.
United States
McDonald's United States itself offers traditional United States food menus that are
combined into more modern food such as the McD Nasi Uduk menu with Sambal Terasi,
McD Chicken Porridge which is used in the breakfast category menu, Rica-Rica Chicken
Rice, Rica-Rica Fish Rice, and Klepon Cake.
Based on this study, it can be concluded that although McDonald's has a positioning in
the minds of consumers as a fast food outlet that sells burgers and crispy chicken, they carry
out a strategy of adjusting to the different tastes and cultural habits of various regions.
McDonald's pays attention to the different regional eating habits in different regions in each
country of McDonald's branches, and develops new products that meet local tastes and
regional characteristics. From a corporate perspective, "integration" makes the brand
strategies of different countries and regions the same, and there will be no differentiated
development. "Differentiation" allows McDonald's to be recognized by local consumers,
and emotionally increases consumers' favorability to the company, so that McDonald's can
promote consumer consumption (Wu & Ma, 2021).
Meeting the Needs of Key Audiences
McDonald's has a wide market so they need to identify the market or audience of their
business. To build a long-term business and win market share, it is important to retain
people once they become customers. Customers are not all the same. Market research
identifies different types of customers.
Before the existence of delivery services, consumer behavior in making purchases on
food products was to come to a physical store location, just like McDonald's consumers who
had to come first to get what they needed or wanted with each having different reasons.
McDonald's can tailor communication to the needs of specific groups. It is their needs that
determine the types of products and services offered, the prices charged, the promotions
made, and the location of the restaurant.
The first audience is parents who have children, McDonald's gives them a menu
selection for children and adults. For example, for children there is a Happy Meal menu and
for adults there is Spicy Chicken or Cola. In addition, McDonald's also provides seats for
toddlers. For the children to adult audience, McDonald's provides a playground and
McDonald's statue. The bright colors (red and yellow) are also an attraction for children.
Another audience is that workers are McDonald's, which is fast food, able to provide
fast service of no more than 15 minutes so that McDonald's can provide solutions for time.
The last audience is teenagers, McDonald's can provide free internet service and a
comfortable place.
Conclusion
This research primarily focuses on McDonald's marketing strategy in United States.
The first focuses on the use of marketing localization which leads to product and cultural
diversification and the second is related to meeting the needs of key audiences. Marketing
localization involves McDonald's combining United States characteristics with local culture
and food characteristics such as the use of sambal terasi, which is typical of United States,
which is then combined with the addition of services such as the internet, play areas, special
seats for toddlers, and others that aim to meet the various needs of their consumers or
audiences. This strategy allowed McDonald's to grow very rapidly in the United States
market in a short time. However, there are still some shortcomings in this study. For
example, the location and area of each store were not asked, and only rough statistics can be
made. Future research could especially explore how McDonald's chose the emerging
consumer groups, and why it chose them.
Product and Cultural Diversification
In entering the international or global market, McDonald's chooses a franchise model,
uniquely McDonald's makes cultural adjustments in each market country. They realize that
each country has cultural differences including taste, which then creates additional menus.
The following are some examples of the implementation of cultural differences at
McDonald's International outlets:
Thailand
In Thailand, McDonald's has 3 signature menus which are Samurai Pork Burger, Corn
Pie, and Pineapple Pie.
Japan
McDonald's Japan has a Filet-O-Fish menu, although it is available at McDonald's
US, but instead, they offer this staple as a breakfast item. McDonald's Japan also serves
squid ink burgers (with black buns) and Daigaku Imo fries. McDonald's Japan also serves a
variant of chocolate-covered fries.
Norway
McDonald's Norway restaurant offers menu items such as Chilli Cheese tops (which
are like cheese poppers), pasta salad, and some fish items. They also serve breakfast
sandwiches with Brunost, which is a traditional Norwegian cheese.
Brazil
Pão Na Chapa and Pão De Queijo are the two types of bread offered at McDonalds for
breakfast. Pão Na Chapa is bread served with butter and Pão De Queijo is bread served with
cheese. In addition, another major highlight of McDonald's Brazil menu is the Cheddar
McMelt.
India
Unsurprisingly, McDonald's in India has a predominantly vegetarian menu to cater to
customers who don't eat beef or meat at all, and most of the menu has Indian spices and hot
sauces.
Their breakfast menu includes Veg Pizza McPuff, vegetarian pizza pockets, Maharaja
Mac, a chicken version of the Big Mac, as well as a vegetarian version with a patty made
from corn and cheese. McDonald's India also serves many dishes made from paneer, which
is similar to hard cottage cheese, such as the McSpicy Paneer burger or Spicy Paneer Wrap.
Morocco
The meat used at McDonalds Morocco is halal, meaning it is prepared in accordance
with Islamic law and the Quran. They serve staple foods like Big Macs and Happy Meals.
They also have specialty menus such as McArabia, a chicken sandwich with Moroccan
spices in pita bread, which is also found in other Arab countries. In addition, McDonald's
Morocco also serves the Gambas burger, whose patty is made from shrimp instead of meat.
France
McDonald's in France is much more elegant than the usual. They offer the Blue
Cheese Burger, the Alpine Burger with three types of cheese, the McBaguette, and a fancy
burger served with a fork and knife.
McDonald's France locations also emphasize the McCafé section of the restaurant,
serving a variety of baked goods in glass displays and elegant drinks such as creamy
cappuccinos served in glass cups instead of plastic like other McDonald's drinks. In
addition, McDonald's France also has stand-alone McCafé locations unlike McDonald's in
other countries where McDonald's and McCafé are in one location.
McDonald's France is also one of the outlets that have been using automated cash
registers similar to ATMs for a long time, long before McDonald's United States adopted
them. The machine aims to speed up service during long queues.
Mexico
McDonald's Mexico packs a lot of flavor into their menu. They offer the Pico
Guacamole Burger as well as Jalapeño Poppers. Their signature menu for breakfast is
McMollettes. They also have Queso pies and sauces that can only be found at McDonald's
Mexico which are salsa verde and chimichurri.
United States
McDonald's United States itself offers traditional United States food menus that are
combined into more modern food such as the McD Nasi Uduk menu with Sambal Terasi,
McD Chicken Porridge which is used in the breakfast category menu, Rica-Rica Chicken
Rice, Rica-Rica Fish Rice, and Klepon Cake.
Based on this study, it can be concluded that although McDonald's has a positioning in
the minds of consumers as a fast food outlet that sells burgers and crispy chicken, they carry
out a strategy of adjusting to the different tastes and cultural habits of various regions.
McDonald's pays attention to the different regional eating habits in different regions in each
country of McDonald's branches, and develops new products that meet local tastes and
regional characteristics. From a corporate perspective, "integration" makes the brand
strategies of different countries and regions the same, and there will be no differentiated
development. "Differentiation" allows McDonald's to be recognized by local consumers,
and emotionally increases consumers' favorability to the company, so that McDonald's can
promote consumer consumption (Wu & Ma, 2021).
Meeting the Needs of Key Audiences
McDonald's has a wide market so they need to identify the market or audience of their
business. To build a long-term business and win market share, it is important to retain
people once they become customers. Customers are not all the same. Market research
identifies different types of customers.
Before the existence of delivery services, consumer behavior in making purchases on
food products was to come to a physical store location, just like McDonald's consumers who
had to come first to get what they needed or wanted with each having different reasons.
McDonald's can tailor communication to the needs of specific groups. It is their needs that
determine the types of products and services offered, the prices charged, the promotions
made, and the location of the restaurant.
The first audience is parents who have children, McDonald's gives them a menu
selection for children and adults. For example, for children there is a Happy Meal menu and
for adults there is Spicy Chicken or Cola. In addition, McDonald's also provides seats for
toddlers. For the children to adult audience, McDonald's provides a playground and
McDonald's statue. The bright colors (red and yellow) are also an attraction for children.
Another audience is that workers are McDonald's, which is fast food, able to provide
fast service of no more than 15 minutes so that McDonald's can provide solutions for time.
The last audience is teenagers, McDonald's can provide free internet service and a
comfortable place.
Conclusion
This research primarily focuses on McDonald's marketing strategy in United States.
The first focuses on the use of marketing localization which leads to product and cultural
diversification and the second is related to meeting the needs of key audiences. Marketing
localization involves McDonald's combining United States characteristics with local culture
and food characteristics such as the use of sambal terasi, which is typical of United States,
which is then combined with the addition of services such as the internet, play areas, special
seats for toddlers, and others that aim to meet the various needs of their consumers or
audiences. This strategy allowed McDonald's to grow very rapidly in the United States
market in a short time. However, there are still some shortcomings in this study. For
example, the location and area of each store were not asked, and only rough statistics can be
made. Future research could especially explore how McDonald's chose the emerging
consumer groups, and why it chose them.
Product and Cultural Diversification
In entering the international or global market, McDonald's chooses a franchise model,
uniquely McDonald's makes cultural adjustments in each market country. They realize that
each country has cultural differences including taste, which then creates additional menus.
The following are some examples of the implementation of cultural differences at
McDonald's International outlets:
Thailand
In Thailand, McDonald's has 3 signature menus which are Samurai Pork Burger, Corn
Pie, and Pineapple Pie.
Japan
McDonald's Japan has a Filet-O-Fish menu, although it is available at McDonald's
US, but instead, they offer this staple as a breakfast item. McDonald's Japan also serves
squid ink burgers (with black buns) and Daigaku Imo fries. McDonald's Japan also serves a
variant of chocolate-covered fries.
Norway
McDonald's Norway restaurant offers menu items such as Chilli Cheese tops (which
are like cheese poppers), pasta salad, and some fish items. They also serve breakfast
sandwiches with Brunost, which is a traditional Norwegian cheese.
Brazil
Pão Na Chapa and Pão De Queijo are the two types of bread offered at McDonalds for
breakfast. Pão Na Chapa is bread served with butter and Pão De Queijo is bread served with
cheese. In addition, another major highlight of McDonald's Brazil menu is the Cheddar
McMelt.
India
Unsurprisingly, McDonald's in India has a predominantly vegetarian menu to cater to
customers who don't eat beef or meat at all, and most of the menu has Indian spices and hot
sauces.
Their breakfast menu includes Veg Pizza McPuff, vegetarian pizza pockets, Maharaja
Mac, a chicken version of the Big Mac, as well as a vegetarian version with a patty made
from corn and cheese. McDonald's India also serves many dishes made from paneer, which
is similar to hard cottage cheese, such as the McSpicy Paneer burger or Spicy Paneer Wrap.
Morocco
The meat used at McDonalds Morocco is halal, meaning it is prepared in accordance
with Islamic law and the Quran. They serve staple foods like Big Macs and Happy Meals.
They also have specialty menus such as McArabia, a chicken sandwich with Moroccan
spices in pita bread, which is also found in other Arab countries. In addition, McDonald's
Morocco also serves the Gambas burger, whose patty is made from shrimp instead of meat.
France
McDonald's in France is much more elegant than the usual. They offer the Blue
Cheese Burger, the Alpine Burger with three types of cheese, the McBaguette, and a fancy
burger served with a fork and knife.
McDonald's France locations also emphasize the McCafé section of the restaurant,
serving a variety of baked goods in glass displays and elegant drinks such as creamy
cappuccinos served in glass cups instead of plastic like other McDonald's drinks. In
addition, McDonald's France also has stand-alone McCafé locations unlike McDonald's in
other countries where McDonald's and McCafé are in one location.
McDonald's France is also one of the outlets that have been using automated cash
registers similar to ATMs for a long time, long before McDonald's United States adopted
them. The machine aims to speed up service during long queues.
Mexico
McDonald's Mexico packs a lot of flavor into their menu. They offer the Pico
Guacamole Burger as well as Jalapeño Poppers. Their signature menu for breakfast is
McMollettes. They also have Queso pies and sauces that can only be found at McDonald's
Mexico which are salsa verde and chimichurri.
United States
McDonald's United States itself offers traditional United States food menus that are
combined into more modern food such as the McD Nasi Uduk menu with Sambal Terasi,
McD Chicken Porridge which is used in the breakfast category menu, Rica-Rica Chicken
Rice, Rica-Rica Fish Rice, and Klepon Cake.
Based on this study, it can be concluded that although McDonald's has a positioning in
the minds of consumers as a fast food outlet that sells burgers and crispy chicken, they carry
out a strategy of adjusting to the different tastes and cultural habits of various regions.
McDonald's pays attention to the different regional eating habits in different regions in each
country of McDonald's branches, and develops new products that meet local tastes and
regional characteristics. From a corporate perspective, "integration" makes the brand
strategies of different countries and regions the same, and there will be no differentiated
development. "Differentiation" allows McDonald's to be recognized by local consumers,
and emotionally increases consumers' favorability to the company, so that McDonald's can
promote consumer consumption (Wu & Ma, 2021).
Meeting the Needs of Key Audiences
McDonald's has a wide market so they need to identify the market or audience of their
business. To build a long-term business and win market share, it is important to retain
people once they become customers. Customers are not all the same. Market research
identifies different types of customers.
Before the existence of delivery services, consumer behavior in making purchases on
food products was to come to a physical store location, just like McDonald's consumers who
had to come first to get what they needed or wanted with each having different reasons.
McDonald's can tailor communication to the needs of specific groups. It is their needs that
determine the types of products and services offered, the prices charged, the promotions
made, and the location of the restaurant.
The first audience is parents who have children, McDonald's gives them a menu
selection for children and adults. For example, for children there is a Happy Meal menu and
for adults there is Spicy Chicken or Cola. In addition, McDonald's also provides seats for
toddlers. For the children to adult audience, McDonald's provides a playground and
McDonald's statue. The bright colors (red and yellow) are also an attraction for children.
Another audience is that workers are McDonald's, which is fast food, able to provide
fast service of no more than 15 minutes so that McDonald's can provide solutions for time.
The last audience is teenagers, McDonald's can provide free internet service and a
comfortable place.
Conclusion
This research primarily focuses on McDonald's marketing strategy in United States.
The first focuses on the use of marketing localization which leads to product and cultural
diversification and the second is related to meeting the needs of key audiences. Marketing
localization involves McDonald's combining United States characteristics with local culture
and food characteristics such as the use of sambal terasi, which is typical of United States,
which is then combined with the addition of services such as the internet, play areas, special
seats for toddlers, and others that aim to meet the various needs of their consumers or
audiences. This strategy allowed McDonald's to grow very rapidly in the United States
market in a short time. However, there are still some shortcomings in this study. For
example, the location and area of each store were not asked, and only rough statistics can be
made. Future research could especially explore how McDonald's chose the emerging
consumer groups, and why it chose them.
Product and Cultural Diversification
In entering the international or global market, McDonald's chooses a franchise model,
uniquely McDonald's makes cultural adjustments in each market country. They realize that
each country has cultural differences including taste, which then creates additional menus.
The following are some examples of the implementation of cultural differences at
McDonald's International outlets:
Thailand
In Thailand, McDonald's has 3 signature menus which are Samurai Pork Burger, Corn
Pie, and Pineapple Pie.
Japan
McDonald's Japan has a Filet-O-Fish menu, although it is available at McDonald's
US, but instead, they offer this staple as a breakfast item. McDonald's Japan also serves
squid ink burgers (with black buns) and Daigaku Imo fries. McDonald's Japan also serves a
variant of chocolate-covered fries.
Norway
McDonald's Norway restaurant offers menu items such as Chilli Cheese tops (which
are like cheese poppers), pasta salad, and some fish items. They also serve breakfast
sandwiches with Brunost, which is a traditional Norwegian cheese.
Brazil
Pão Na Chapa and Pão De Queijo are the two types of bread offered at McDonalds for
breakfast. Pão Na Chapa is bread served with butter and Pão De Queijo is bread served with
cheese. In addition, another major highlight of McDonald's Brazil menu is the Cheddar
McMelt.
India
Unsurprisingly, McDonald's in India has a predominantly vegetarian menu to cater to
customers who don't eat beef or meat at all, and most of the menu has Indian spices and hot
sauces.
Their breakfast menu includes Veg Pizza McPuff, vegetarian pizza pockets, Maharaja
Mac, a chicken version of the Big Mac, as well as a vegetarian version with a patty made
from corn and cheese. McDonald's India also serves many dishes made from paneer, which
is similar to hard cottage cheese, such as the McSpicy Paneer burger or Spicy Paneer Wrap.
Morocco
The meat used at McDonalds Morocco is halal, meaning it is prepared in accordance
with Islamic law and the Quran. They serve staple foods like Big Macs and Happy Meals.
They also have specialty menus such as McArabia, a chicken sandwich with Moroccan
spices in pita bread, which is also found in other Arab countries. In addition, McDonald's
Morocco also serves the Gambas burger, whose patty is made from shrimp instead of meat.
France
McDonald's in France is much more elegant than the usual. They offer the Blue
Cheese Burger, the Alpine Burger with three types of cheese, the McBaguette, and a fancy
burger served with a fork and knife.
McDonald's France locations also emphasize the McCafé section of the restaurant,
serving a variety of baked goods in glass displays and elegant drinks such as creamy
cappuccinos served in glass cups instead of plastic like other McDonald's drinks. In
addition, McDonald's France also has stand-alone McCafé locations unlike McDonald's in
other countries where McDonald's and McCafé are in one location.
McDonald's France is also one of the outlets that have been using automated cash
registers similar to ATMs for a long time, long before McDonald's United States adopted
them. The machine aims to speed up service during long queues.
Mexico
McDonald's Mexico packs a lot of flavor into their menu. They offer the Pico
Guacamole Burger as well as Jalapeño Poppers. Their signature menu for breakfast is
McMollettes. They also have Queso pies and sauces that can only be found at McDonald's
Mexico which are salsa verde and chimichurri.
United States
McDonald's United States itself offers traditional United States food menus that are
combined into more modern food such as the McD Nasi Uduk menu with Sambal Terasi,
McD Chicken Porridge which is used in the breakfast category menu, Rica-Rica Chicken
Rice, Rica-Rica Fish Rice, and Klepon Cake.
Based on this study, it can be concluded that although McDonald's has a positioning in
the minds of consumers as a fast food outlet that sells burgers and crispy chicken, they carry
out a strategy of adjusting to the different tastes and cultural habits of various regions.
McDonald's pays attention to the different regional eating habits in different regions in each
country of McDonald's branches, and develops new products that meet local tastes and
regional characteristics. From a corporate perspective, "integration" makes the brand
strategies of different countries and regions the same, and there will be no differentiated
development. "Differentiation" allows McDonald's to be recognized by local consumers,
and emotionally increases consumers' favorability to the company, so that McDonald's can
promote consumer consumption (Wu & Ma, 2021).
Meeting the Needs of Key Audiences
McDonald's has a wide market so they need to identify the market or audience of their
business. To build a long-term business and win market share, it is important to retain
people once they become customers. Customers are not all the same. Market research
identifies different types of customers.
Before the existence of delivery services, consumer behavior in making purchases on
food products was to come to a physical store location, just like McDonald's consumers who
had to come first to get what they needed or wanted with each having different reasons.
McDonald's can tailor communication to the needs of specific groups. It is their needs that
determine the types of products and services offered, the prices charged, the promotions
made, and the location of the restaurant.
The first audience is parents who have children, McDonald's gives them a menu
selection for children and adults. For example, for children there is a Happy Meal menu and
for adults there is Spicy Chicken or Cola. In addition, McDonald's also provides seats for
toddlers. For the children to adult audience, McDonald's provides a playground and
McDonald's statue. The bright colors (red and yellow) are also an attraction for children.
Another audience is that workers are McDonald's, which is fast food, able to provide
fast service of no more than 15 minutes so that McDonald's can provide solutions for time.
The last audience is teenagers, McDonald's can provide free internet service and a
comfortable place.
Conclusion
This research primarily focuses on McDonald's marketing strategy in United States.
The first focuses on the use of marketing localization which leads to product and cultural
diversification and the second is related to meeting the needs of key audiences. Marketing
localization involves McDonald's combining United States characteristics with local culture
and food characteristics such as the use of sambal terasi, which is typical of United States,
which is then combined with the addition of services such as the internet, play areas, special
seats for toddlers, and others that aim to meet the various needs of their consumers or
audiences. This strategy allowed McDonald's to grow very rapidly in the United States
market in a short time. However, there are still some shortcomings in this study. For
example, the location and area of each store were not asked, and only rough statistics can be
made. Future research could especially explore how McDonald's chose the emerging
consumer groups, and why it chose them.
Product and Cultural Diversification
In entering the international or global market, McDonald's chooses a franchise model,
uniquely McDonald's makes cultural adjustments in each market country. They realize that
each country has cultural differences including taste, which then creates additional menus.
The following are some examples of the implementation of cultural differences at
McDonald's International outlets:
Thailand
In Thailand, McDonald's has 3 signature menus which are Samurai Pork Burger, Corn
Pie, and Pineapple Pie.
Japan
McDonald's Japan has a Filet-O-Fish menu, although it is available at McDonald's
US, but instead, they offer this staple as a breakfast item. McDonald's Japan also serves
squid ink burgers (with black buns) and Daigaku Imo fries. McDonald's Japan also serves a
variant of chocolate-covered fries.
Norway
McDonald's Norway restaurant offers menu items such as Chilli Cheese tops (which
are like cheese poppers), pasta salad, and some fish items. They also serve breakfast
sandwiches with Brunost, which is a traditional Norwegian cheese.
Brazil
Pão Na Chapa and Pão De Queijo are the two types of bread offered at McDonalds for
breakfast. Pão Na Chapa is bread served with butter and Pão De Queijo is bread served with
cheese. In addition, another major highlight of McDonald's Brazil menu is the Cheddar
McMelt.
India
Unsurprisingly, McDonald's in India has a predominantly vegetarian menu to cater to
customers who don't eat beef or meat at all, and most of the menu has Indian spices and hot
sauces.
Their breakfast menu includes Veg Pizza McPuff, vegetarian pizza pockets, Maharaja
Mac, a chicken version of the Big Mac, as well as a vegetarian version with a patty made
from corn and cheese. McDonald's India also serves many dishes made from paneer, which
is similar to hard cottage cheese, such as the McSpicy Paneer burger or Spicy Paneer Wrap.
Morocco
The meat used at McDonalds Morocco is halal, meaning it is prepared in accordance
with Islamic law and the Quran. They serve staple foods like Big Macs and Happy Meals.
They also have specialty menus such as McArabia, a chicken sandwich with Moroccan
spices in pita bread, which is also found in other Arab countries. In addition, McDonald's
Morocco also serves the Gambas burger, whose patty is made from shrimp instead of meat.
France
McDonald's in France is much more elegant than the usual. They offer the Blue
Cheese Burger, the Alpine Burger with three types of cheese, the McBaguette, and a fancy
burger served with a fork and knife.
McDonald's France locations also emphasize the McCafé section of the restaurant,
serving a variety of baked goods in glass displays and elegant drinks such as creamy
cappuccinos served in glass cups instead of plastic like other McDonald's drinks. In
addition, McDonald's France also has stand-alone McCafé locations unlike McDonald's in
other countries where McDonald's and McCafé are in one location.
McDonald's France is also one of the outlets that have been using automated cash
registers similar to ATMs for a long time, long before McDonald's United States adopted
them. The machine aims to speed up service during long queues.
Mexico
McDonald's Mexico packs a lot of flavor into their menu. They offer the Pico
Guacamole Burger as well as Jalapeño Poppers. Their signature menu for breakfast is
McMollettes. They also have Queso pies and sauces that can only be found at McDonald's
Mexico which are salsa verde and chimichurri.
United States
McDonald's United States itself offers traditional United States food menus that are
combined into more modern food such as the McD Nasi Uduk menu with Sambal Terasi,
McD Chicken Porridge which is used in the breakfast category menu, Rica-Rica Chicken
Rice, Rica-Rica Fish Rice, and Klepon Cake.
Based on this study, it can be concluded that although McDonald's has a positioning in
the minds of consumers as a fast food outlet that sells burgers and crispy chicken, they carry
out a strategy of adjusting to the different tastes and cultural habits of various regions.
McDonald's pays attention to the different regional eating habits in different regions in each
country of McDonald's branches, and develops new products that meet local tastes and
regional characteristics. From a corporate perspective, "integration" makes the brand
strategies of different countries and regions the same, and there will be no differentiated
development. "Differentiation" allows McDonald's to be recognized by local consumers,
and emotionally increases consumers' favorability to the company, so that McDonald's can
promote consumer consumption (Wu & Ma, 2021).
Meeting the Needs of Key Audiences
McDonald's has a wide market so they need to identify the market or audience of their
business. To build a long-term business and win market share, it is important to retain
people once they become customers. Customers are not all the same. Market research
identifies different types of customers.
Before the existence of delivery services, consumer behavior in making purchases on
food products was to come to a physical store location, just like McDonald's consumers who
had to come first to get what they needed or wanted with each having different reasons.
McDonald's can tailor communication to the needs of specific groups. It is their needs that
determine the types of products and services offered, the prices charged, the promotions
made, and the location of the restaurant.
The first audience is parents who have children, McDonald's gives them a menu
selection for children and adults. For example, for children there is a Happy Meal menu and
for adults there is Spicy Chicken or Cola. In addition, McDonald's also provides seats for
toddlers. For the children to adult audience, McDonald's provides a playground and
McDonald's statue. The bright colors (red and yellow) are also an attraction for children.
Another audience is that workers are McDonald's, which is fast food, able to provide
fast service of no more than 15 minutes so that McDonald's can provide solutions for time.
The last audience is teenagers, McDonald's can provide free internet service and a
comfortable place.
Conclusion
This research primarily focuses on McDonald's marketing strategy in United States.
The first focuses on the use of marketing localization which leads to product and cultural
diversification and the second is related to meeting the needs of key audiences. Marketing
localization involves McDonald's combining United States characteristics with local culture
and food characteristics such as the use of sambal terasi, which is typical of United States,
which is then combined with the addition of services such as the internet, play areas, special
seats for toddlers, and others that aim to meet the various needs of their consumers or
audiences. This strategy allowed McDonald's to grow very rapidly in the United States
market in a short time. However, there are still some shortcomings in this study. For
example, the location and area of each store were not asked, and only rough statistics can be
made. Future research could especially explore how McDonald's chose the emerging
consumer groups, and why it chose them.
Product and Cultural Diversification
In entering the international or global market, McDonald's chooses a franchise model,
uniquely McDonald's makes cultural adjustments in each market country. They realize that
each country has cultural differences including taste, which then creates additional menus.
The following are some examples of the implementation of cultural differences at
McDonald's International outlets:
Thailand
In Thailand, McDonald's has 3 signature menus which are Samurai Pork Burger, Corn
Pie, and Pineapple Pie.
Japan
McDonald's Japan has a Filet-O-Fish menu, although it is available at McDonald's
US, but instead, they offer this staple as a breakfast item. McDonald's Japan also serves
squid ink burgers (with black buns) and Daigaku Imo fries. McDonald's Japan also serves a
variant of chocolate-covered fries.
Norway
McDonald's Norway restaurant offers menu items such as Chilli Cheese tops (which
are like cheese poppers), pasta salad, and some fish items. They also serve breakfast
sandwiches with Brunost, which is a traditional Norwegian cheese.
Brazil
Pão Na Chapa and Pão De Queijo are the two types of bread offered at McDonalds for
breakfast. Pão Na Chapa is bread served with butter and Pão De Queijo is bread served with
cheese. In addition, another major highlight of McDonald's Brazil menu is the Cheddar
McMelt.
India
Unsurprisingly, McDonald's in India has a predominantly vegetarian menu to cater to
customers who don't eat beef or meat at all, and most of the menu has Indian spices and hot
sauces.
Their breakfast menu includes Veg Pizza McPuff, vegetarian pizza pockets, Maharaja
Mac, a chicken version of the Big Mac, as well as a vegetarian version with a patty made
from corn and cheese. McDonald's India also serves many dishes made from paneer, which
is similar to hard cottage cheese, such as the McSpicy Paneer burger or Spicy Paneer Wrap.
Morocco
The meat used at McDonalds Morocco is halal, meaning it is prepared in accordance
with Islamic law and the Quran. They serve staple foods like Big Macs and Happy Meals.
They also have specialty menus such as McArabia, a chicken sandwich with Moroccan
spices in pita bread, which is also found in other Arab countries. In addition, McDonald's
Morocco also serves the Gambas burger, whose patty is made from shrimp instead of meat.
France
McDonald's in France is much more elegant than the usual. They offer the Blue
Cheese Burger, the Alpine Burger with three types of cheese, the McBaguette, and a fancy
burger served with a fork and knife.
McDonald's France locations also emphasize the McCafé section of the restaurant,
serving a variety of baked goods in glass displays and elegant drinks such as creamy
cappuccinos served in glass cups instead of plastic like other McDonald's drinks. In
addition, McDonald's France also has stand-alone McCafé locations unlike McDonald's in
other countries where McDonald's and McCafé are in one location.
McDonald's France is also one of the outlets that have been using automated cash
registers similar to ATMs for a long time, long before McDonald's United States adopted
them. The machine aims to speed up service during long queues.
Mexico
McDonald's Mexico packs a lot of flavor into their menu. They offer the Pico
Guacamole Burger as well as Jalapeño Poppers. Their signature menu for breakfast is
McMollettes. They also have Queso pies and sauces that can only be found at McDonald's
Mexico which are salsa verde and chimichurri.
United States
McDonald's United States itself offers traditional United States food menus that are
combined into more modern food such as the McD Nasi Uduk menu with Sambal Terasi,
McD Chicken Porridge which is used in the breakfast category menu, Rica-Rica Chicken
Rice, Rica-Rica Fish Rice, and Klepon Cake.
Based on this study, it can be concluded that although McDonald's has a positioning in
the minds of consumers as a fast food outlet that sells burgers and crispy chicken, they carry
out a strategy of adjusting to the different tastes and cultural habits of various regions.
McDonald's pays attention to the different regional eating habits in different regions in each
country of McDonald's branches, and develops new products that meet local tastes and
regional characteristics. From a corporate perspective, "integration" makes the brand
strategies of different countries and regions the same, and there will be no differentiated
development. "Differentiation" allows McDonald's to be recognized by local consumers,
and emotionally increases consumers' favorability to the company, so that McDonald's can
promote consumer consumption (Wu & Ma, 2021).
Meeting the Needs of Key Audiences
McDonald's has a wide market so they need to identify the market or audience of their
business. To build a long-term business and win market share, it is important to retain
people once they become customers. Customers are not all the same. Market research
identifies different types of customers.
Before the existence of delivery services, consumer behavior in making purchases on
food products was to come to a physical store location, just like McDonald's consumers who
had to come first to get what they needed or wanted with each having different reasons.
McDonald's can tailor communication to the needs of specific groups. It is their needs that
determine the types of products and services offered, the prices charged, the promotions
made, and the location of the restaurant.
The first audience is parents who have children, McDonald's gives them a menu
selection for children and adults. For example, for children there is a Happy Meal menu and
for adults there is Spicy Chicken or Cola. In addition, McDonald's also provides seats for
toddlers. For the children to adult audience, McDonald's provides a playground and
McDonald's statue. The bright colors (red and yellow) are also an attraction for children.
Another audience is that workers are McDonald's, which is fast food, able to provide
fast service of no more than 15 minutes so that McDonald's can provide solutions for time.
The last audience is teenagers, McDonald's can provide free internet service and a
comfortable place.
Conclusion
This research primarily focuses on McDonald's marketing strategy in United States.
The first focuses on the use of marketing localization which leads to product and cultural
diversification and the second is related to meeting the needs of key audiences. Marketing
localization involves McDonald's combining United States characteristics with local culture
and food characteristics such as the use of sambal terasi, which is typical of United States,
which is then combined with the addition of services such as the internet, play areas, special
seats for toddlers, and others that aim to meet the various needs of their consumers or
audiences. This strategy allowed McDonald's to grow very rapidly in the United States
market in a short time. However, there are still some shortcomings in this study. For
example, the location and area of each store were not asked, and only rough statistics can be
made. Future research could especially explore how McDonald's chose the emerging
consumer groups, and why it chose them.
Product and Cultural Diversification
In entering the international or global market, McDonald's chooses a franchise model,
uniquely McDonald's makes cultural adjustments in each market country. They realize that
each country has cultural differences including taste, which then creates additional menus.
The following are some examples of the implementation of cultural differences at
McDonald's International outlets:
Thailand
In Thailand, McDonald's has 3 signature menus which are Samurai Pork Burger, Corn
Pie, and Pineapple Pie.
Japan
McDonald's Japan has a Filet-O-Fish menu, although it is available at McDonald's
US, but instead, they offer this staple as a breakfast item. McDonald's Japan also serves
squid ink burgers (with black buns) and Daigaku Imo fries. McDonald's Japan also serves a
variant of chocolate-covered fries.
Norway
McDonald's Norway restaurant offers menu items such as Chilli Cheese tops (which
are like cheese poppers), pasta salad, and some fish items. They also serve breakfast
sandwiches with Brunost, which is a traditional Norwegian cheese.
Brazil
Pão Na Chapa and Pão De Queijo are the two types of bread offered at McDonalds for
breakfast. Pão Na Chapa is bread served with butter and Pão De Queijo is bread served with
cheese. In addition, another major highlight of McDonald's Brazil menu is the Cheddar
McMelt.
India
Unsurprisingly, McDonald's in India has a predominantly vegetarian menu to cater to
customers who don't eat beef or meat at all, and most of the menu has Indian spices and hot
sauces.
Their breakfast menu includes Veg Pizza McPuff, vegetarian pizza pockets, Maharaja
Mac, a chicken version of the Big Mac, as well as a vegetarian version with a patty made
from corn and cheese. McDonald's India also serves many dishes made from paneer, which
is similar to hard cottage cheese, such as the McSpicy Paneer burger or Spicy Paneer Wrap.
Morocco
The meat used at McDonalds Morocco is halal, meaning it is prepared in accordance
with Islamic law and the Quran. They serve staple foods like Big Macs and Happy Meals.
They also have specialty menus such as McArabia, a chicken sandwich with Moroccan
spices in pita bread, which is also found in other Arab countries. In addition, McDonald's
Morocco also serves the Gambas burger, whose patty is made from shrimp instead of meat.
France
McDonald's in France is much more elegant than the usual. They offer the Blue
Cheese Burger, the Alpine Burger with three types of cheese, the McBaguette, and a fancy
burger served with a fork and knife.
McDonald's France locations also emphasize the McCafé section of the restaurant,
serving a variety of baked goods in glass displays and elegant drinks such as creamy
cappuccinos served in glass cups instead of plastic like other McDonald's drinks. In
addition, McDonald's France also has stand-alone McCafé locations unlike McDonald's in
other countries where McDonald's and McCafé are in one location.
McDonald's France is also one of the outlets that have been using automated cash
registers similar to ATMs for a long time, long before McDonald's United States adopted
them. The machine aims to speed up service during long queues.
Mexico
McDonald's Mexico packs a lot of flavor into their menu. They offer the Pico
Guacamole Burger as well as Jalapeño Poppers. Their signature menu for breakfast is
McMollettes. They also have Queso pies and sauces that can only be found at McDonald's
Mexico which are salsa verde and chimichurri.
United States
McDonald's United States itself offers traditional United States food menus that are
combined into more modern food such as the McD Nasi Uduk menu with Sambal Terasi,
McD Chicken Porridge which is used in the breakfast category menu, Rica-Rica Chicken
Rice, Rica-Rica Fish Rice, and Klepon Cake.
Based on this study, it can be concluded that although McDonald's has a positioning in
the minds of consumers as a fast food outlet that sells burgers and crispy chicken, they carry
out a strategy of adjusting to the different tastes and cultural habits of various regions.
McDonald's pays attention to the different regional eating habits in different regions in each
country of McDonald's branches, and develops new products that meet local tastes and
regional characteristics. From a corporate perspective, "integration" makes the brand
strategies of different countries and regions the same, and there will be no differentiated
development. "Differentiation" allows McDonald's to be recognized by local consumers,
and emotionally increases consumers' favorability to the company, so that McDonald's can
promote consumer consumption (Wu & Ma, 2021).
Meeting the Needs of Key Audiences
McDonald's has a wide market so they need to identify the market or audience of their
business. To build a long-term business and win market share, it is important to retain
people once they become customers. Customers are not all the same. Market research
identifies different types of customers.
Before the existence of delivery services, consumer behavior in making purchases on
food products was to come to a physical store location, just like McDonald's consumers who
had to come first to get what they needed or wanted with each having different reasons.
McDonald's can tailor communication to the needs of specific groups. It is their needs that
determine the types of products and services offered, the prices charged, the promotions
made, and the location of the restaurant.
The first audience is parents who have children, McDonald's gives them a menu
selection for children and adults. For example, for children there is a Happy Meal menu and
for adults there is Spicy Chicken or Cola. In addition, McDonald's also provides seats for
toddlers. For the children to adult audience, McDonald's provides a playground and
McDonald's statue. The bright colors (red and yellow) are also an attraction for children.
Another audience is that workers are McDonald's, which is fast food, able to provide
fast service of no more than 15 minutes so that McDonald's can provide solutions for time.
The last audience is teenagers, McDonald's can provide free internet service and a
comfortable place.
Conclusion
This research primarily focuses on McDonald's marketing strategy in United States.
The first focuses on the use of marketing localization which leads to product and cultural
diversification and the second is related to meeting the needs of key audiences. Marketing
localization involves McDonald's combining United States characteristics with local culture
and food characteristics such as the use of sambal terasi, which is typical of United States,
which is then combined with the addition of services such as the internet, play areas, special
seats for toddlers, and others that aim to meet the various needs of their consumers or
audiences. This strategy allowed McDonald's to grow very rapidly in the United States
market in a short time. However, there are still some shortcomings in this study. For
example, the location and area of each store were not asked, and only rough statistics can be
made. Future research could especially explore how McDonald's chose the emerging
consumer groups, and why it chose them.
Product and Cultural Diversification
In entering the international or global market, McDonald's chooses a franchise model,
uniquely McDonald's makes cultural adjustments in each market country. They realize that
each country has cultural differences including taste, which then creates additional menus.
The following are some examples of the implementation of cultural differences at
McDonald's International outlets:
Thailand
In Thailand, McDonald's has 3 signature menus which are Samurai Pork Burger, Corn
Pie, and Pineapple Pie.
Japan
McDonald's Japan has a Filet-O-Fish menu, although it is available at McDonald's
US, but instead, they offer this staple as a breakfast item. McDonald's Japan also serves
squid ink burgers (with black buns) and Daigaku Imo fries. McDonald's Japan also serves a
variant of chocolate-covered fries.
Norway
McDonald's Norway restaurant offers menu items such as Chilli Cheese tops (which
are like cheese poppers), pasta salad, and some fish items. They also serve breakfast
sandwiches with Brunost, which is a traditional Norwegian cheese.
Brazil
Pão Na Chapa and Pão De Queijo are the two types of bread offered at McDonalds for
breakfast. Pão Na Chapa is bread served with butter and Pão De Queijo is bread served with
cheese. In addition, another major highlight of McDonald's Brazil menu is the Cheddar
McMelt.
India
Unsurprisingly, McDonald's in India has a predominantly vegetarian menu to cater to
customers who don't eat beef or meat at all, and most of the menu has Indian spices and hot
sauces.
Their breakfast menu includes Veg Pizza McPuff, vegetarian pizza pockets, Maharaja
Mac, a chicken version of the Big Mac, as well as a vegetarian version with a patty made
from corn and cheese. McDonald's India also serves many dishes made from paneer, which
is similar to hard cottage cheese, such as the McSpicy Paneer burger or Spicy Paneer Wrap.
Morocco
The meat used at McDonalds Morocco is halal, meaning it is prepared in accordance
with Islamic law and the Quran. They serve staple foods like Big Macs and Happy Meals.
They also have specialty menus such as McArabia, a chicken sandwich with Moroccan
spices in pita bread, which is also found in other Arab countries. In addition, McDonald's
Morocco also serves the Gambas burger, whose patty is made from shrimp instead of meat.
France
McDonald's in France is much more elegant than the usual. They offer the Blue
Cheese Burger, the Alpine Burger with three types of cheese, the McBaguette, and a fancy
burger served with a fork and knife.
McDonald's France locations also emphasize the McCafé section of the restaurant,
serving a variety of baked goods in glass displays and elegant drinks such as creamy
cappuccinos served in glass cups instead of plastic like other McDonald's drinks. In
addition, McDonald's France also has stand-alone McCafé locations unlike McDonald's in
other countries where McDonald's and McCafé are in one location.
McDonald's France is also one of the outlets that have been using automated cash
registers similar to ATMs for a long time, long before McDonald's United States adopted
them. The machine aims to speed up service during long queues.
Mexico
McDonald's Mexico packs a lot of flavor into their menu. They offer the Pico
Guacamole Burger as well as Jalapeño Poppers. Their signature menu for breakfast is
McMollettes. They also have Queso pies and sauces that can only be found at McDonald's
Mexico which are salsa verde and chimichurri.
United States
McDonald's United States itself offers traditional United States food menus that are
combined into more modern food such as the McD Nasi Uduk menu with Sambal Terasi,
McD Chicken Porridge which is used in the breakfast category menu, Rica-Rica Chicken
Rice, Rica-Rica Fish Rice, and Klepon Cake.
Based on this study, it can be concluded that although McDonald's has a positioning in
the minds of consumers as a fast food outlet that sells burgers and crispy chicken, they carry
out a strategy of adjusting to the different tastes and cultural habits of various regions.
McDonald's pays attention to the different regional eating habits in different regions in each
country of McDonald's branches, and develops new products that meet local tastes and
regional characteristics. From a corporate perspective, "integration" makes the brand
strategies of different countries and regions the same, and there will be no differentiated
development. "Differentiation" allows McDonald's to be recognized by local consumers,
and emotionally increases consumers' favorability to the company, so that McDonald's can
promote consumer consumption (Wu & Ma, 2021).
Meeting the Needs of Key Audiences
McDonald's has a wide market so they need to identify the market or audience of their
business. To build a long-term business and win market share, it is important to retain
people once they become customers. Customers are not all the same. Market research
identifies different types of customers.
Before the existence of delivery services, consumer behavior in making purchases on
food products was to come to a physical store location, just like McDonald's consumers who
had to come first to get what they needed or wanted with each having different reasons.
McDonald's can tailor communication to the needs of specific groups. It is their needs that
determine the types of products and services offered, the prices charged, the promotions
made, and the location of the restaurant.
The first audience is parents who have children, McDonald's gives them a menu
selection for children and adults. For example, for children there is a Happy Meal menu and
for adults there is Spicy Chicken or Cola. In addition, McDonald's also provides seats for
toddlers. For the children to adult audience, McDonald's provides a playground and
McDonald's statue. The bright colors (red and yellow) are also an attraction for children.
Another audience is that workers are McDonald's, which is fast food, able to provide
fast service of no more than 15 minutes so that McDonald's can provide solutions for time.
The last audience is teenagers, McDonald's can provide free internet service and a
comfortable place.
Conclusion
This research primarily focuses on McDonald's marketing strategy in United States.
The first focuses on the use of marketing localization which leads to product and cultural
diversification and the second is related to meeting the needs of key audiences. Marketing
localization involves McDonald's combining United States characteristics with local culture
and food characteristics such as the use of sambal terasi, which is typical of United States,
which is then combined with the addition of services such as the internet, play areas, special
seats for toddlers, and others that aim to meet the various needs of their consumers or
audiences. This strategy allowed McDonald's to grow very rapidly in the United States
market in a short time. However, there are still some shortcomings in this study. For
example, the location and area of each store were not asked, and only rough statistics can be
made. Future research could especially explore how McDonald's chose the emerging
consumer groups, and why it chose them.
Product and Cultural Diversification
In entering the international or global market, McDonald's chooses a franchise model,
uniquely McDonald's makes cultural adjustments in each market country. They realize that
each country has cultural differences including taste, which then creates additional menus.
The following are some examples of the implementation of cultural differences at
McDonald's International outlets:
Thailand
In Thailand, McDonald's has 3 signature menus which are Samurai Pork Burger, Corn
Pie, and Pineapple Pie.
Japan
McDonald's Japan has a Filet-O-Fish menu, although it is available at McDonald's
US, but instead, they offer this staple as a breakfast item. McDonald's Japan also serves
squid ink burgers (with black buns) and Daigaku Imo fries. McDonald's Japan also serves a
variant of chocolate-covered fries.
Norway
McDonald's Norway restaurant offers menu items such as Chilli Cheese tops (which
are like cheese poppers), pasta salad, and some fish items. They also serve breakfast
sandwiches with Brunost, which is a traditional Norwegian cheese.
Brazil
Pão Na Chapa and Pão De Queijo are the two types of bread offered at McDonalds for
breakfast. Pão Na Chapa is bread served with butter and Pão De Queijo is bread served with
cheese. In addition, another major highlight of McDonald's Brazil menu is the Cheddar
McMelt.
India
Unsurprisingly, McDonald's in India has a predominantly vegetarian menu to cater to
customers who don't eat beef or meat at all, and most of the menu has Indian spices and hot
sauces.
Their breakfast menu includes Veg Pizza McPuff, vegetarian pizza pockets, Maharaja
Mac, a chicken version of the Big Mac, as well as a vegetarian version with a patty made
from corn and cheese. McDonald's India also serves many dishes made from paneer, which
is similar to hard cottage cheese, such as the McSpicy Paneer burger or Spicy Paneer Wrap.
Morocco
The meat used at McDonalds Morocco is halal, meaning it is prepared in accordance
with Islamic law and the Quran. They serve staple foods like Big Macs and Happy Meals.
They also have specialty menus such as McArabia, a chicken sandwich with Moroccan
spices in pita bread, which is also found in other Arab countries. In addition, McDonald's
Morocco also serves the Gambas burger, whose patty is made from shrimp instead of meat.
France
McDonald's in France is much more elegant than the usual. They offer the Blue
Cheese Burger, the Alpine Burger with three types of cheese, the McBaguette, and a fancy
burger served with a fork and knife.
McDonald's France locations also emphasize the McCafé section of the restaurant,
serving a variety of baked goods in glass displays and elegant drinks such as creamy
cappuccinos served in glass cups instead of plastic like other McDonald's drinks. In
addition, McDonald's France also has stand-alone McCafé locations unlike McDonald's in
other countries where McDonald's and McCafé are in one location.
McDonald's France is also one of the outlets that have been using automated cash
registers similar to ATMs for a long time, long before McDonald's United States adopted
them. The machine aims to speed up service during long queues.
Mexico
McDonald's Mexico packs a lot of flavor into their menu. They offer the Pico
Guacamole Burger as well as Jalapeño Poppers. Their signature menu for breakfast is
McMollettes. They also have Queso pies and sauces that can only be found at McDonald's
Mexico which are salsa verde and chimichurri.
United States
McDonald's United States itself offers traditional United States food menus that are
combined into more modern food such as the McD Nasi Uduk menu with Sambal Terasi,
McD Chicken Porridge which is used in the breakfast category menu, Rica-Rica Chicken
Rice, Rica-Rica Fish Rice, and Klepon Cake.
Based on this study, it can be concluded that although McDonald's has a positioning in
the minds of consumers as a fast food outlet that sells burgers and crispy chicken, they carry
out a strategy of adjusting to the different tastes and cultural habits of various regions.
McDonald's pays attention to the different regional eating habits in different regions in each
country of McDonald's branches, and develops new products that meet local tastes and
regional characteristics. From a corporate perspective, "integration" makes the brand
strategies of different countries and regions the same, and there will be no differentiated
development. "Differentiation" allows McDonald's to be recognized by local consumers,
and emotionally increases consumers' favorability to the company, so that McDonald's can
promote consumer consumption (Wu & Ma, 2021).
Meeting the Needs of Key Audiences
McDonald's has a wide market so they need to identify the market or audience of their
business. To build a long-term business and win market share, it is important to retain
people once they become customers. Customers are not all the same. Market research
identifies different types of customers.
Before the existence of delivery services, consumer behavior in making purchases on
food products was to come to a physical store location, just like McDonald's consumers who
had to come first to get what they needed or wanted with each having different reasons.
McDonald's can tailor communication to the needs of specific groups. It is their needs that
determine the types of products and services offered, the prices charged, the promotions
made, and the location of the restaurant.
The first audience is parents who have children, McDonald's gives them a menu
selection for children and adults. For example, for children there is a Happy Meal menu and
for adults there is Spicy Chicken or Cola. In addition, McDonald's also provides seats for
toddlers. For the children to adult audience, McDonald's provides a playground and
McDonald's statue. The bright colors (red and yellow) are also an attraction for children.
Another audience is that workers are McDonald's, which is fast food, able to provide
fast service of no more than 15 minutes so that McDonald's can provide solutions for time.
The last audience is teenagers, McDonald's can provide free internet service and a
comfortable place.
Conclusion
This research primarily focuses on McDonald's marketing strategy in United States.
The first focuses on the use of marketing localization which leads to product and cultural
diversification and the second is related to meeting the needs of key audiences. Marketing
localization involves McDonald's combining United States characteristics with local culture
and food characteristics such as the use of sambal terasi, which is typical of United States,
which is then combined with the addition of services such as the internet, play areas, special
seats for toddlers, and others that aim to meet the various needs of their consumers or
audiences. This strategy allowed McDonald's to grow very rapidly in the United States
market in a short time. However, there are still some shortcomings in this study. For
example, the location and area of each store were not asked, and only rough statistics can be
made. Future research could especially explore how McDonald's chose the emerging
consumer groups, and why it chose them.
Product and Cultural Diversification
In entering the international or global market, McDonald's chooses a franchise model,
uniquely McDonald's makes cultural adjustments in each market country. They realize that
each country has cultural differences including taste, which then creates additional menus.
The following are some examples of the implementation of cultural differences at
McDonald's International outlets:
Thailand
In Thailand, McDonald's has 3 signature menus which are Samurai Pork Burger, Corn
Pie, and Pineapple Pie.
Japan
McDonald's Japan has a Filet-O-Fish menu, although it is available at McDonald's
US, but instead, they offer this staple as a breakfast item. McDonald's Japan also serves
squid ink burgers (with black buns) and Daigaku Imo fries. McDonald's Japan also serves a
variant of chocolate-covered fries.
Norway
McDonald's Norway restaurant offers menu items such as Chilli Cheese tops (which
are like cheese poppers), pasta salad, and some fish items. They also serve breakfast
sandwiches with Brunost, which is a traditional Norwegian cheese.
Brazil
Pão Na Chapa and Pão De Queijo are the two types of bread offered at McDonalds for
breakfast. Pão Na Chapa is bread served with butter and Pão De Queijo is bread served with
cheese. In addition, another major highlight of McDonald's Brazil menu is the Cheddar
McMelt.
India
Unsurprisingly, McDonald's in India has a predominantly vegetarian menu to cater to
customers who don't eat beef or meat at all, and most of the menu has Indian spices and hot
sauces.
Their breakfast menu includes Veg Pizza McPuff, vegetarian pizza pockets, Maharaja
Mac, a chicken version of the Big Mac, as well as a vegetarian version with a patty made
from corn and cheese. McDonald's India also serves many dishes made from paneer, which
is similar to hard cottage cheese, such as the McSpicy Paneer burger or Spicy Paneer Wrap.
Morocco
The meat used at McDonalds Morocco is halal, meaning it is prepared in accordance
with Islamic law and the Quran. They serve staple foods like Big Macs and Happy Meals.
They also have specialty menus such as McArabia, a chicken sandwich with Moroccan
spices in pita bread, which is also found in other Arab countries. In addition, McDonald's
Morocco also serves the Gambas burger, whose patty is made from shrimp instead of meat.
France
McDonald's in France is much more elegant than the usual. They offer the Blue
Cheese Burger, the Alpine Burger with three types of cheese, the McBaguette, and a fancy
burger served with a fork and knife.
McDonald's France locations also emphasize the McCafé section of the restaurant,
serving a variety of baked goods in glass displays and elegant drinks such as creamy
cappuccinos served in glass cups instead of plastic like other McDonald's drinks. In
addition, McDonald's France also has stand-alone McCafé locations unlike McDonald's in
other countries where McDonald's and McCafé are in one location.
McDonald's France is also one of the outlets that have been using automated cash
registers similar to ATMs for a long time, long before McDonald's United States adopted
them. The machine aims to speed up service during long queues.
Mexico
McDonald's Mexico packs a lot of flavor into their menu. They offer the Pico
Guacamole Burger as well as Jalapeño Poppers. Their signature menu for breakfast is
McMollettes. They also have Queso pies and sauces that can only be found at McDonald's
Mexico which are salsa verde and chimichurri.
United States
McDonald's United States itself offers traditional United States food menus that are
combined into more modern food such as the McD Nasi Uduk menu with Sambal Terasi,
McD Chicken Porridge which is used in the breakfast category menu, Rica-Rica Chicken
Rice, Rica-Rica Fish Rice, and Klepon Cake.
Based on this study, it can be concluded that although McDonald's has a positioning in
the minds of consumers as a fast food outlet that sells burgers and crispy chicken, they carry
out a strategy of adjusting to the different tastes and cultural habits of various regions.
McDonald's pays attention to the different regional eating habits in different regions in each
country of McDonald's branches, and develops new products that meet local tastes and
regional characteristics. From a corporate perspective, "integration" makes the brand
strategies of different countries and regions the same, and there will be no differentiated
development. "Differentiation" allows McDonald's to be recognized by local consumers,
and emotionally increases consumers' favorability to the company, so that McDonald's can
promote consumer consumption (Wu & Ma, 2021).
Meeting the Needs of Key Audiences
McDonald's has a wide market so they need to identify the market or audience of their
business. To build a long-term business and win market share, it is important to retain
people once they become customers. Customers are not all the same. Market research
identifies different types of customers.
Before the existence of delivery services, consumer behavior in making purchases on
food products was to come to a physical store location, just like McDonald's consumers who
had to come first to get what they needed or wanted with each having different reasons.
McDonald's can tailor communication to the needs of specific groups. It is their needs that
determine the types of products and services offered, the prices charged, the promotions
made, and the location of the restaurant.
The first audience is parents who have children, McDonald's gives them a menu
selection for children and adults. For example, for children there is a Happy Meal menu and
for adults there is Spicy Chicken or Cola. In addition, McDonald's also provides seats for
toddlers. For the children to adult audience, McDonald's provides a playground and
McDonald's statue. The bright colors (red and yellow) are also an attraction for children.
Another audience is that workers are McDonald's, which is fast food, able to provide
fast service of no more than 15 minutes so that McDonald's can provide solutions for time.
The last audience is teenagers, McDonald's can provide free internet service and a
comfortable place.
Conclusion
This research primarily focuses on McDonald's marketing strategy in United States.
The first focuses on the use of marketing localization which leads to product and cultural
diversification and the second is related to meeting the needs of key audiences. Marketing
localization involves McDonald's combining United States characteristics with local culture
and food characteristics such as the use of sambal terasi, which is typical of United States,
which is then combined with the addition of services such as the internet, play areas, special
seats for toddlers, and others that aim to meet the various needs of their consumers or
audiences. This strategy allowed McDonald's to grow very rapidly in the United States
market in a short time. However, there are still some shortcomings in this study. For
example, the location and area of each store were not asked, and only rough statistics can be
made. Future research could especially explore how McDonald's chose the emerging
consumer groups, and why it chose them.
Product and Cultural Diversification
In entering the international or global market, McDonald's chooses a franchise model,
uniquely McDonald's makes cultural adjustments in each market country. They realize that
each country has cultural differences including taste, which then creates additional menus.
The following are some examples of the implementation of cultural differences at
McDonald's International outlets:
Thailand
In Thailand, McDonald's has 3 signature menus which are Samurai Pork Burger, Corn
Pie, and Pineapple Pie.
Japan
McDonald's Japan has a Filet-O-Fish menu, although it is available at McDonald's
US, but instead, they offer this staple as a breakfast item. McDonald's Japan also serves
squid ink burgers (with black buns) and Daigaku Imo fries. McDonald's Japan also serves a
variant of chocolate-covered fries.
Norway
McDonald's Norway restaurant offers menu items such as Chilli Cheese tops (which
are like cheese poppers), pasta salad, and some fish items. They also serve breakfast
sandwiches with Brunost, which is a traditional Norwegian cheese.
Brazil
Pão Na Chapa and Pão De Queijo are the two types of bread offered at McDonalds for
breakfast. Pão Na Chapa is bread served with butter and Pão De Queijo is bread served with
cheese. In addition, another major highlight of McDonald's Brazil menu is the Cheddar
McMelt.
India
Unsurprisingly, McDonald's in India has a predominantly vegetarian menu to cater to
customers who don't eat beef or meat at all, and most of the menu has Indian spices and hot
sauces.
Their breakfast menu includes Veg Pizza McPuff, vegetarian pizza pockets, Maharaja
Mac, a chicken version of the Big Mac, as well as a vegetarian version with a patty made
from corn and cheese. McDonald's India also serves many dishes made from paneer, which
is similar to hard cottage cheese, such as the McSpicy Paneer burger or Spicy Paneer Wrap.
Morocco
The meat used at McDonalds Morocco is halal, meaning it is prepared in accordance
with Islamic law and the Quran. They serve staple foods like Big Macs and Happy Meals.
They also have specialty menus such as McArabia, a chicken sandwich with Moroccan
spices in pita bread, which is also found in other Arab countries. In addition, McDonald's
Morocco also serves the Gambas burger, whose patty is made from shrimp instead of meat.
France
McDonald's in France is much more elegant than the usual. They offer the Blue
Cheese Burger, the Alpine Burger with three types of cheese, the McBaguette, and a fancy
burger served with a fork and knife.
McDonald's France locations also emphasize the McCafé section of the restaurant,
serving a variety of baked goods in glass displays and elegant drinks such as creamy
cappuccinos served in glass cups instead of plastic like other McDonald's drinks. In
addition, McDonald's France also has stand-alone McCafé locations unlike McDonald's in
other countries where McDonald's and McCafé are in one location.
McDonald's France is also one of the outlets that have been using automated cash
registers similar to ATMs for a long time, long before McDonald's United States adopted
them. The machine aims to speed up service during long queues.
Mexico
McDonald's Mexico packs a lot of flavor into their menu. They offer the Pico
Guacamole Burger as well as Jalapeño Poppers. Their signature menu for breakfast is
McMollettes. They also have Queso pies and sauces that can only be found at McDonald's
Mexico which are salsa verde and chimichurri.
United States
McDonald's United States itself offers traditional United States food menus that are
combined into more modern food such as the McD Nasi Uduk menu with Sambal Terasi,
McD Chicken Porridge which is used in the breakfast category menu, Rica-Rica Chicken
Rice, Rica-Rica Fish Rice, and Klepon Cake.
Based on this study, it can be concluded that although McDonald's has a positioning in
the minds of consumers as a fast food outlet that sells burgers and crispy chicken, they carry
out a strategy of adjusting to the different tastes and cultural habits of various regions.
McDonald's pays attention to the different regional eating habits in different regions in each
country of McDonald's branches, and develops new products that meet local tastes and
regional characteristics. From a corporate perspective, "integration" makes the brand
strategies of different countries and regions the same, and there will be no differentiated
development. "Differentiation" allows McDonald's to be recognized by local consumers,
and emotionally increases consumers' favorability to the company, so that McDonald's can
promote consumer consumption (Wu & Ma, 2021).
Meeting the Needs of Key Audiences
McDonald's has a wide market so they need to identify the market or audience of their
business. To build a long-term business and win market share, it is important to retain
people once they become customers. Customers are not all the same. Market research
identifies different types of customers.
Before the existence of delivery services, consumer behavior in making purchases on
food products was to come to a physical store location, just like McDonald's consumers who
had to come first to get what they needed or wanted with each having different reasons.
McDonald's can tailor communication to the needs of specific groups. It is their needs that
determine the types of products and services offered, the prices charged, the promotions
made, and the location of the restaurant.
The first audience is parents who have children, McDonald's gives them a menu
selection for children and adults. For example, for children there is a Happy Meal menu and
for adults there is Spicy Chicken or Cola. In addition, McDonald's also provides seats for
toddlers. For the children to adult audience, McDonald's provides a playground and
McDonald's statue. The bright colors (red and yellow) are also an attraction for children.
Another audience is that workers are McDonald's, which is fast food, able to provide
fast service of no more than 15 minutes so that McDonald's can provide solutions for time.
The last audience is teenagers, McDonald's can provide free internet service and a
comfortable place.
Conclusion
This research primarily focuses on McDonald's marketing strategy in United States.
The first focuses on the use of marketing localization which leads to product and cultural
diversification and the second is related to meeting the needs of key audiences. Marketing
localization involves McDonald's combining United States characteristics with local culture
and food characteristics such as the use of sambal terasi, which is typical of United States,
which is then combined with the addition of services such as the internet, play areas, special
seats for toddlers, and others that aim to meet the various needs of their consumers or
audiences. This strategy allowed McDonald's to grow very rapidly in the United States
market in a short time. However, there are still some shortcomings in this study. For
example, the location and area of each store were not asked, and only rough statistics can be
made. Future research could especially explore how McDonald's chose the emerging
consumer groups, and why it chose them.
Product and Cultural Diversification
In entering the international or global market, McDonald's chooses a franchise model,
uniquely McDonald's makes cultural adjustments in each market country. They realize that
each country has cultural differences including taste, which then creates additional menus.
The following are some examples of the implementation of cultural differences at
McDonald's International outlets:
Thailand
In Thailand, McDonald's has 3 signature menus which are Samurai Pork Burger, Corn
Pie, and Pineapple Pie.
Japan
McDonald's Japan has a Filet-O-Fish menu, although it is available at McDonald's
US, but instead, they offer this staple as a breakfast item. McDonald's Japan also serves
squid ink burgers (with black buns) and Daigaku Imo fries. McDonald's Japan also serves a
variant of chocolate-covered fries.
Norway
McDonald's Norway restaurant offers menu items such as Chilli Cheese tops (which
are like cheese poppers), pasta salad, and some fish items. They also serve breakfast
sandwiches with Brunost, which is a traditional Norwegian cheese.
Brazil
Pão Na Chapa and Pão De Queijo are the two types of bread offered at McDonalds for
breakfast. Pão Na Chapa is bread served with butter and Pão De Queijo is bread served with
cheese. In addition, another major highlight of McDonald's Brazil menu is the Cheddar
McMelt.
India
Unsurprisingly, McDonald's in India has a predominantly vegetarian menu to cater to
customers who don't eat beef or meat at all, and most of the menu has Indian spices and hot
sauces.
Their breakfast menu includes Veg Pizza McPuff, vegetarian pizza pockets, Maharaja
Mac, a chicken version of the Big Mac, as well as a vegetarian version with a patty made
from corn and cheese. McDonald's India also serves many dishes made from paneer, which
is similar to hard cottage cheese, such as the McSpicy Paneer burger or Spicy Paneer Wrap.
Morocco
The meat used at McDonalds Morocco is halal, meaning it is prepared in accordance
with Islamic law and the Quran. They serve staple foods like Big Macs and Happy Meals.
They also have specialty menus such as McArabia, a chicken sandwich with Moroccan
spices in pita bread, which is also found in other Arab countries. In addition, McDonald's
Morocco also serves the Gambas burger, whose patty is made from shrimp instead of meat.
France
McDonald's in France is much more elegant than the usual. They offer the Blue
Cheese Burger, the Alpine Burger with three types of cheese, the McBaguette, and a fancy
burger served with a fork and knife.
McDonald's France locations also emphasize the McCafé section of the restaurant,
serving a variety of baked goods in glass displays and elegant drinks such as creamy
cappuccinos served in glass cups instead of plastic like other McDonald's drinks. In
addition, McDonald's France also has stand-alone McCafé locations unlike McDonald's in
other countries where McDonald's and McCafé are in one location.
McDonald's France is also one of the outlets that have been using automated cash
registers similar to ATMs for a long time, long before McDonald's United States adopted
them. The machine aims to speed up service during long queues.
Mexico
McDonald's Mexico packs a lot of flavor into their menu. They offer the Pico
Guacamole Burger as well as Jalapeño Poppers. Their signature menu for breakfast is
McMollettes. They also have Queso pies and sauces that can only be found at McDonald's
Mexico which are salsa verde and chimichurri.
United States
McDonald's United States itself offers traditional United States food menus that are
combined into more modern food such as the McD Nasi Uduk menu with Sambal Terasi,
McD Chicken Porridge which is used in the breakfast category menu, Rica-Rica Chicken
Rice, Rica-Rica Fish Rice, and Klepon Cake.
Based on this study, it can be concluded that although McDonald's has a positioning in
the minds of consumers as a fast food outlet that sells burgers and crispy chicken, they carry
out a strategy of adjusting to the different tastes and cultural habits of various regions.
McDonald's pays attention to the different regional eating habits in different regions in each
country of McDonald's branches, and develops new products that meet local tastes and
regional characteristics. From a corporate perspective, "integration" makes the brand
strategies of different countries and regions the same, and there will be no differentiated
development. "Differentiation" allows McDonald's to be recognized by local consumers,
and emotionally increases consumers' favorability to the company, so that McDonald's can
promote consumer consumption (Wu & Ma, 2021).
Meeting the Needs of Key Audiences
McDonald's has a wide market so they need to identify the market or audience of their
business. To build a long-term business and win market share, it is important to retain
people once they become customers. Customers are not all the same. Market research
identifies different types of customers.
Before the existence of delivery services, consumer behavior in making purchases on
food products was to come to a physical store location, just like McDonald's consumers who
had to come first to get what they needed or wanted with each having different reasons.
McDonald's can tailor communication to the needs of specific groups. It is their needs that
determine the types of products and services offered, the prices charged, the promotions
made, and the location of the restaurant.
The first audience is parents who have children, McDonald's gives them a menu
selection for children and adults. For example, for children there is a Happy Meal menu and
for adults there is Spicy Chicken or Cola. In addition, McDonald's also provides seats for
toddlers. For the children to adult audience, McDonald's provides a playground and
McDonald's statue. The bright colors (red and yellow) are also an attraction for children.
Another audience is that workers are McDonald's, which is fast food, able to provide
fast service of no more than 15 minutes so that McDonald's can provide solutions for time.
The last audience is teenagers, McDonald's can provide free internet service and a
comfortable place.
Conclusion
This research primarily focuses on McDonald's marketing strategy in United States.
The first focuses on the use of marketing localization which leads to product and cultural
diversification and the second is related to meeting the needs of key audiences. Marketing
localization involves McDonald's combining United States characteristics with local culture
and food characteristics such as the use of sambal terasi, which is typical of United States,
which is then combined with the addition of services such as the internet, play areas, special
seats for toddlers, and others that aim to meet the various needs of their consumers or
audiences. This strategy allowed McDonald's to grow very rapidly in the United States
market in a short time. However, there are still some shortcomings in this study. For
example, the location and area of each store were not asked, and only rough statistics can be
made. Future research could especially explore how McDonald's chose the emerging
consumer groups, and why it chose them.
Product and Cultural Diversification
In entering the international or global market, McDonald's chooses a franchise model,
uniquely McDonald's makes cultural adjustments in each market country. They realize that
each country has cultural differences including taste, which then creates additional menus.
The following are some examples of the implementation of cultural differences at
McDonald's International outlets:
Thailand
In Thailand, McDonald's has 3 signature menus which are Samurai Pork Burger, Corn
Pie, and Pineapple Pie.
Japan
McDonald's Japan has a Filet-O-Fish menu, although it is available at McDonald's
US, but instead, they offer this staple as a breakfast item. McDonald's Japan also serves
squid ink burgers (with black buns) and Daigaku Imo fries. McDonald's Japan also serves a
variant of chocolate-covered fries.
Norway
McDonald's Norway restaurant offers menu items such as Chilli Cheese tops (which
are like cheese poppers), pasta salad, and some fish items. They also serve breakfast
sandwiches with Brunost, which is a traditional Norwegian cheese.
Brazil
Pão Na Chapa and Pão De Queijo are the two types of bread offered at McDonalds for
breakfast. Pão Na Chapa is bread served with butter and Pão De Queijo is bread served with
cheese. In addition, another major highlight of McDonald's Brazil menu is the Cheddar
McMelt.
India
Unsurprisingly, McDonald's in India has a predominantly vegetarian menu to cater to
customers who don't eat beef or meat at all, and most of the menu has Indian spices and hot
sauces.
Their breakfast menu includes Veg Pizza McPuff, vegetarian pizza pockets, Maharaja
Mac, a chicken version of the Big Mac, as well as a vegetarian version with a patty made
from corn and cheese. McDonald's India also serves many dishes made from paneer, which
is similar to hard cottage cheese, such as the McSpicy Paneer burger or Spicy Paneer Wrap.
Morocco
The meat used at McDonalds Morocco is halal, meaning it is prepared in accordance
with Islamic law and the Quran. They serve staple foods like Big Macs and Happy Meals.
They also have specialty menus such as McArabia, a chicken sandwich with Moroccan
spices in pita bread, which is also found in other Arab countries. In addition, McDonald's
Morocco also serves the Gambas burger, whose patty is made from shrimp instead of meat.
France
McDonald's in France is much more elegant than the usual. They offer the Blue
Cheese Burger, the Alpine Burger with three types of cheese, the McBaguette, and a fancy
burger served with a fork and knife.
McDonald's France locations also emphasize the McCafé section of the restaurant,
serving a variety of baked goods in glass displays and elegant drinks such as creamy
cappuccinos served in glass cups instead of plastic like other McDonald's drinks. In
addition, McDonald's France also has stand-alone McCafé locations unlike McDonald's in
other countries where McDonald's and McCafé are in one location.
McDonald's France is also one of the outlets that have been using automated cash
registers similar to ATMs for a long time, long before McDonald's United States adopted
them. The machine aims to speed up service during long queues.
Mexico
McDonald's Mexico packs a lot of flavor into their menu. They offer the Pico
Guacamole Burger as well as Jalapeño Poppers. Their signature menu for breakfast is
McMollettes. They also have Queso pies and sauces that can only be found at McDonald's
Mexico which are salsa verde and chimichurri.
United States
McDonald's United States itself offers traditional United States food menus that are
combined into more modern food such as the McD Nasi Uduk menu with Sambal Terasi,
McD Chicken Porridge which is used in the breakfast category menu, Rica-Rica Chicken
Rice, Rica-Rica Fish Rice, and Klepon Cake.
Based on this study, it can be concluded that although McDonald's has a positioning in
the minds of consumers as a fast food outlet that sells burgers and crispy chicken, they carry
out a strategy of adjusting to the different tastes and cultural habits of various regions.
McDonald's pays attention to the different regional eating habits in different regions in each
country of McDonald's branches, and develops new products that meet local tastes and
regional characteristics. From a corporate perspective, "integration" makes the brand
strategies of different countries and regions the same, and there will be no differentiated
development. "Differentiation" allows McDonald's to be recognized by local consumers,
and emotionally increases consumers' favorability to the company, so that McDonald's can
promote consumer consumption (Wu & Ma, 2021).
Meeting the Needs of Key Audiences
McDonald's has a wide market so they need to identify the market or audience of their
business. To build a long-term business and win market share, it is important to retain
people once they become customers. Customers are not all the same. Market research
identifies different types of customers.
Before the existence of delivery services, consumer behavior in making purchases on
food products was to come to a physical store location, just like McDonald's consumers who
had to come first to get what they needed or wanted with each having different reasons.
McDonald's can tailor communication to the needs of specific groups. It is their needs that
determine the types of products and services offered, the prices charged, the promotions
made, and the location of the restaurant.
The first audience is parents who have children, McDonald's gives them a menu
selection for children and adults. For example, for children there is a Happy Meal menu and
for adults there is Spicy Chicken or Cola. In addition, McDonald's also provides seats for
toddlers. For the children to adult audience, McDonald's provides a playground and
McDonald's statue. The bright colors (red and yellow) are also an attraction for children.
Another audience is that workers are McDonald's, which is fast food, able to provide
fast service of no more than 15 minutes so that McDonald's can provide solutions for time.
The last audience is teenagers, McDonald's can provide free internet service and a
comfortable place.
Conclusion
This research primarily focuses on McDonald's marketing strategy in United States.
The first focuses on the use of marketing localization which leads to product and cultural
diversification and the second is related to meeting the needs of key audiences. Marketing
localization involves McDonald's combining United States characteristics with local culture
and food characteristics such as the use of sambal terasi, which is typical of United States,
which is then combined with the addition of services such as the internet, play areas, special
seats for toddlers, and others that aim to meet the various needs of their consumers or
audiences. This strategy allowed McDonald's to grow very rapidly in the United States
market in a short time. However, there are still some shortcomings in this study. For
example, the location and area of each store were not asked, and only rough statistics can be
made. Future research could especially explore how McDonald's chose the emerging
consumer groups, and why it chose them.
Product and Cultural Diversification
In entering the international or global market, McDonald's chooses a franchise model,
uniquely McDonald's makes cultural adjustments in each market country. They realize that
each country has cultural differences including taste, which then creates additional menus.
The following are some examples of the implementation of cultural differences at
McDonald's International outlets:
Thailand
In Thailand, McDonald's has 3 signature menus which are Samurai Pork Burger, Corn
Pie, and Pineapple Pie.
Japan
McDonald's Japan has a Filet-O-Fish menu, although it is available at McDonald's
US, but instead, they offer this staple as a breakfast item. McDonald's Japan also serves
squid ink burgers (with black buns) and Daigaku Imo fries. McDonald's Japan also serves a
variant of chocolate-covered fries.
Norway
McDonald's Norway restaurant offers menu items such as Chilli Cheese tops (which
are like cheese poppers), pasta salad, and some fish items. They also serve breakfast
sandwiches with Brunost, which is a traditional Norwegian cheese.
Brazil
Pão Na Chapa and Pão De Queijo are the two types of bread offered at McDonalds for
breakfast. Pão Na Chapa is bread served with butter and Pão De Queijo is bread served with
cheese. In addition, another major highlight of McDonald's Brazil menu is the Cheddar
McMelt.
India
Unsurprisingly, McDonald's in India has a predominantly vegetarian menu to cater to
customers who don't eat beef or meat at all, and most of the menu has Indian spices and hot
sauces.
Their breakfast menu includes Veg Pizza McPuff, vegetarian pizza pockets, Maharaja
Mac, a chicken version of the Big Mac, as well as a vegetarian version with a patty made
from corn and cheese. McDonald's India also serves many dishes made from paneer, which
is similar to hard cottage cheese, such as the McSpicy Paneer burger or Spicy Paneer Wrap.
Morocco
The meat used at McDonalds Morocco is halal, meaning it is prepared in accordance
with Islamic law and the Quran. They serve staple foods like Big Macs and Happy Meals.
They also have specialty menus such as McArabia, a chicken sandwich with Moroccan
spices in pita bread, which is also found in other Arab countries. In addition, McDonald's
Morocco also serves the Gambas burger, whose patty is made from shrimp instead of meat.
France
McDonald's in France is much more elegant than the usual. They offer the Blue
Cheese Burger, the Alpine Burger with three types of cheese, the McBaguette, and a fancy
burger served with a fork and knife.
McDonald's France locations also emphasize the McCafé section of the restaurant,
serving a variety of baked goods in glass displays and elegant drinks such as creamy
cappuccinos served in glass cups instead of plastic like other McDonald's drinks. In
addition, McDonald's France also has stand-alone McCafé locations unlike McDonald's in
other countries where McDonald's and McCafé are in one location.
McDonald's France is also one of the outlets that have been using automated cash
registers similar to ATMs for a long time, long before McDonald's United States adopted
them. The machine aims to speed up service during long queues.
Mexico
McDonald's Mexico packs a lot of flavor into their menu. They offer the Pico
Guacamole Burger as well as Jalapeño Poppers. Their signature menu for breakfast is
McMollettes. They also have Queso pies and sauces that can only be found at McDonald's
Mexico which are salsa verde and chimichurri.
United States
McDonald's United States itself offers traditional United States food menus that are
combined into more modern food such as the McD Nasi Uduk menu with Sambal Terasi,
McD Chicken Porridge which is used in the breakfast category menu, Rica-Rica Chicken
Rice, Rica-Rica Fish Rice, and Klepon Cake.
Based on this study, it can be concluded that although McDonald's has a positioning in
the minds of consumers as a fast food outlet that sells burgers and crispy chicken, they carry
out a strategy of adjusting to the different tastes and cultural habits of various regions.
McDonald's pays attention to the different regional eating habits in different regions in each
country of McDonald's branches, and develops new products that meet local tastes and
regional characteristics. From a corporate perspective, "integration" makes the brand
strategies of different countries and regions the same, and there will be no differentiated
development. "Differentiation" allows McDonald's to be recognized by local consumers,
and emotionally increases consumers' favorability to the company, so that McDonald's can
promote consumer consumption (Wu & Ma, 2021).
Meeting the Needs of Key Audiences
McDonald's has a wide market so they need to identify the market or audience of their
business. To build a long-term business and win market share, it is important to retain
people once they become customers. Customers are not all the same. Market research
identifies different types of customers.
Before the existence of delivery services, consumer behavior in making purchases on
food products was to come to a physical store location, just like McDonald's consumers who
had to come first to get what they needed or wanted with each having different reasons.
McDonald's can tailor communication to the needs of specific groups. It is their needs that
determine the types of products and services offered, the prices charged, the promotions
made, and the location of the restaurant.
The first audience is parents who have children, McDonald's gives them a menu
selection for children and adults. For example, for children there is a Happy Meal menu and
for adults there is Spicy Chicken or Cola. In addition, McDonald's also provides seats for
toddlers. For the children to adult audience, McDonald's provides a playground and
McDonald's statue. The bright colors (red and yellow) are also an attraction for children.
Another audience is that workers are McDonald's, which is fast food, able to provide
fast service of no more than 15 minutes so that McDonald's can provide solutions for time.
The last audience is teenagers, McDonald's can provide free internet service and a
comfortable place.
Conclusion
This research primarily focuses on McDonald's marketing strategy in United States.
The first focuses on the use of marketing localization which leads to product and cultural
diversification and the second is related to meeting the needs of key audiences. Marketing
localization involves McDonald's combining United States characteristics with local culture
and food characteristics such as the use of sambal terasi, which is typical of United States,
which is then combined with the addition of services such as the internet, play areas, special
seats for toddlers, and others that aim to meet the various needs of their consumers or
audiences. This strategy allowed McDonald's to grow very rapidly in the United States
market in a short time. However, there are still some shortcomings in this study. For
example, the location and area of each store were not asked, and only rough statistics can be
made. Future research could especially explore how McDonald's chose the emerging
consumer groups, and why it chose them.
Product and Cultural Diversification
In entering the international or global market, McDonald's chooses a franchise model,
uniquely McDonald's makes cultural adjustments in each market country. They realize that
each country has cultural differences including taste, which then creates additional menus.
The following are some examples of the implementation of cultural differences at
McDonald's International outlets:
Thailand
In Thailand, McDonald's has 3 signature menus which are Samurai Pork Burger, Corn
Pie, and Pineapple Pie.
Japan
McDonald's Japan has a Filet-O-Fish menu, although it is available at McDonald's
US, but instead, they offer this staple as a breakfast item. McDonald's Japan also serves
squid ink burgers (with black buns) and Daigaku Imo fries. McDonald's Japan also serves a
variant of chocolate-covered fries.
Norway
McDonald's Norway restaurant offers menu items such as Chilli Cheese tops (which
are like cheese poppers), pasta salad, and some fish items. They also serve breakfast
sandwiches with Brunost, which is a traditional Norwegian cheese.
Brazil
Pão Na Chapa and Pão De Queijo are the two types of bread offered at McDonalds for
breakfast. Pão Na Chapa is bread served with butter and Pão De Queijo is bread served with
cheese. In addition, another major highlight of McDonald's Brazil menu is the Cheddar
McMelt.
India
Unsurprisingly, McDonald's in India has a predominantly vegetarian menu to cater to
customers who don't eat beef or meat at all, and most of the menu has Indian spices and hot
sauces.
Their breakfast menu includes Veg Pizza McPuff, vegetarian pizza pockets, Maharaja
Mac, a chicken version of the Big Mac, as well as a vegetarian version with a patty made
from corn and cheese. McDonald's India also serves many dishes made from paneer, which
is similar to hard cottage cheese, such as the McSpicy Paneer burger or Spicy Paneer Wrap.
Morocco
The meat used at McDonalds Morocco is halal, meaning it is prepared in accordance
with Islamic law and the Quran. They serve staple foods like Big Macs and Happy Meals.
They also have specialty menus such as McArabia, a chicken sandwich with Moroccan
spices in pita bread, which is also found in other Arab countries. In addition, McDonald's
Morocco also serves the Gambas burger, whose patty is made from shrimp instead of meat.
France
McDonald's in France is much more elegant than the usual. They offer the Blue
Cheese Burger, the Alpine Burger with three types of cheese, the McBaguette, and a fancy
burger served with a fork and knife.
McDonald's France locations also emphasize the McCafé section of the restaurant,
serving a variety of baked goods in glass displays and elegant drinks such as creamy
cappuccinos served in glass cups instead of plastic like other McDonald's drinks. In
addition, McDonald's France also has stand-alone McCafé locations unlike McDonald's in
other countries where McDonald's and McCafé are in one location.
McDonald's France is also one of the outlets that have been using automated cash
registers similar to ATMs for a long time, long before McDonald's United States adopted
them. The machine aims to speed up service during long queues.
Mexico
McDonald's Mexico packs a lot of flavor into their menu. They offer the Pico
Guacamole Burger as well as Jalapeño Poppers. Their signature menu for breakfast is
McMollettes. They also have Queso pies and sauces that can only be found at McDonald's
Mexico which are salsa verde and chimichurri.
United States
McDonald's United States itself offers traditional United States food menus that are
combined into more modern food such as the McD Nasi Uduk menu with Sambal Terasi,
McD Chicken Porridge which is used in the breakfast category menu, Rica-Rica Chicken
Rice, Rica-Rica Fish Rice, and Klepon Cake.
Based on this study, it can be concluded that although McDonald's has a positioning in
the minds of consumers as a fast food outlet that sells burgers and crispy chicken, they carry
out a strategy of adjusting to the different tastes and cultural habits of various regions.
McDonald's pays attention to the different regional eating habits in different regions in each
country of McDonald's branches, and develops new products that meet local tastes and
regional characteristics. From a corporate perspective, "integration" makes the brand
strategies of different countries and regions the same, and there will be no differentiated
development. "Differentiation" allows McDonald's to be recognized by local consumers,
and emotionally increases consumers' favorability to the company, so that McDonald's can
promote consumer consumption (Wu & Ma, 2021).
Meeting the Needs of Key Audiences
McDonald's has a wide market so they need to identify the market or audience of their
business. To build a long-term business and win market share, it is important to retain
people once they become customers. Customers are not all the same. Market research
identifies different types of customers.
Before the existence of delivery services, consumer behavior in making purchases on
food products was to come to a physical store location, just like McDonald's consumers who
had to come first to get what they needed or wanted with each having different reasons.
McDonald's can tailor communication to the needs of specific groups. It is their needs that
determine the types of products and services offered, the prices charged, the promotions
made, and the location of the restaurant.
The first audience is parents who have children, McDonald's gives them a menu
selection for children and adults. For example, for children there is a Happy Meal menu and
for adults there is Spicy Chicken or Cola. In addition, McDonald's also provides seats for
toddlers. For the children to adult audience, McDonald's provides a playground and
McDonald's statue. The bright colors (red and yellow) are also an attraction for children.
Another audience is that workers are McDonald's, which is fast food, able to provide
fast service of no more than 15 minutes so that McDonald's can provide solutions for time.
The last audience is teenagers, McDonald's can provide free internet service and a
comfortable place.
Conclusion
This research primarily focuses on McDonald's marketing strategy in United States.
The first focuses on the use of marketing localization which leads to product and cultural
diversification and the second is related to meeting the needs of key audiences. Marketing
localization involves McDonald's combining United States characteristics with local culture
and food characteristics such as the use of sambal terasi, which is typical of United States,
which is then combined with the addition of services such as the internet, play areas, special
seats for toddlers, and others that aim to meet the various needs of their consumers or
audiences. This strategy allowed McDonald's to grow very rapidly in the United States
market in a short time. However, there are still some shortcomings in this study. For
example, the location and area of each store were not asked, and only rough statistics can be
made. Future research could especially explore how McDonald's chose the emerging
consumer groups, and why it chose them.
Product and Cultural Diversification
In entering the international or global market, McDonald's chooses a franchise model,
uniquely McDonald's makes cultural adjustments in each market country. They realize that
each country has cultural differences including taste, which then creates additional menus.
The following are some examples of the implementation of cultural differences at
McDonald's International outlets:
Thailand
In Thailand, McDonald's has 3 signature menus which are Samurai Pork Burger, Corn
Pie, and Pineapple Pie.
Japan
McDonald's Japan has a Filet-O-Fish menu, although it is available at McDonald's
US, but instead, they offer this staple as a breakfast item. McDonald's Japan also serves
squid ink burgers (with black buns) and Daigaku Imo fries. McDonald's Japan also serves a
variant of chocolate-covered fries.
Norway
McDonald's Norway restaurant offers menu items such as Chilli Cheese tops (which
are like cheese poppers), pasta salad, and some fish items. They also serve breakfast
sandwiches with Brunost, which is a traditional Norwegian cheese.
Brazil
Pão Na Chapa and Pão De Queijo are the two types of bread offered at McDonalds for
breakfast. Pão Na Chapa is bread served with butter and Pão De Queijo is bread served with
cheese. In addition, another major highlight of McDonald's Brazil menu is the Cheddar
McMelt.
India
Unsurprisingly, McDonald's in India has a predominantly vegetarian menu to cater to
customers who don't eat beef or meat at all, and most of the menu has Indian spices and hot
sauces.
Their breakfast menu includes Veg Pizza McPuff, vegetarian pizza pockets, Maharaja
Mac, a chicken version of the Big Mac, as well as a vegetarian version with a patty made
from corn and cheese. McDonald's India also serves many dishes made from paneer, which
is similar to hard cottage cheese, such as the McSpicy Paneer burger or Spicy Paneer Wrap.
Morocco
The meat used at McDonalds Morocco is halal, meaning it is prepared in accordance
with Islamic law and the Quran. They serve staple foods like Big Macs and Happy Meals.
They also have specialty menus such as McArabia, a chicken sandwich with Moroccan
spices in pita bread, which is also found in other Arab countries. In addition, McDonald's
Morocco also serves the Gambas burger, whose patty is made from shrimp instead of meat.
France
McDonald's in France is much more elegant than the usual. They offer the Blue
Cheese Burger, the Alpine Burger with three types of cheese, the McBaguette, and a fancy
burger served with a fork and knife.
McDonald's France locations also emphasize the McCafé section of the restaurant,
serving a variety of baked goods in glass displays and elegant drinks such as creamy
cappuccinos served in glass cups instead of plastic like other McDonald's drinks. In
addition, McDonald's France also has stand-alone McCafé locations unlike McDonald's in
other countries where McDonald's and McCafé are in one location.
McDonald's France is also one of the outlets that have been using automated cash
registers similar to ATMs for a long time, long before McDonald's United States adopted
them. The machine aims to speed up service during long queues.
Mexico
McDonald's Mexico packs a lot of flavor into their menu. They offer the Pico
Guacamole Burger as well as Jalapeño Poppers. Their signature menu for breakfast is
McMollettes. They also have Queso pies and sauces that can only be found at McDonald's
Mexico which are salsa verde and chimichurri.
United States
McDonald's United States itself offers traditional United States food menus that are
combined into more modern food such as the McD Nasi Uduk menu with Sambal Terasi,
McD Chicken Porridge which is used in the breakfast category menu, Rica-Rica Chicken
Rice, Rica-Rica Fish Rice, and Klepon Cake.
Based on this study, it can be concluded that although McDonald's has a positioning in
the minds of consumers as a fast food outlet that sells burgers and crispy chicken, they carry
out a strategy of adjusting to the different tastes and cultural habits of various regions.
McDonald's pays attention to the different regional eating habits in different regions in each
country of McDonald's branches, and develops new products that meet local tastes and
regional characteristics. From a corporate perspective, "integration" makes the brand
strategies of different countries and regions the same, and there will be no differentiated
development. "Differentiation" allows McDonald's to be recognized by local consumers,
and emotionally increases consumers' favorability to the company, so that McDonald's can
promote consumer consumption (Wu & Ma, 2021).
Meeting the Needs of Key Audiences
McDonald's has a wide market so they need to identify the market or audience of their
business. To build a long-term business and win market share, it is important to retain
people once they become customers. Customers are not all the same. Market research
identifies different types of customers.
Before the existence of delivery services, consumer behavior in making purchases on
food products was to come to a physical store location, just like McDonald's consumers who
had to come first to get what they needed or wanted with each having different reasons.
McDonald's can tailor communication to the needs of specific groups. It is their needs that
determine the types of products and services offered, the prices charged, the promotions
made, and the location of the restaurant.
The first audience is parents who have children, McDonald's gives them a menu
selection for children and adults. For example, for children there is a Happy Meal menu and
for adults there is Spicy Chicken or Cola. In addition, McDonald's also provides seats for
toddlers. For the children to adult audience, McDonald's provides a playground and
McDonald's statue. The bright colors (red and yellow) are also an attraction for children.
Another audience is that workers are McDonald's, which is fast food, able to provide
fast service of no more than 15 minutes so that McDonald's can provide solutions for time.
The last audience is teenagers, McDonald's can provide free internet service and a
comfortable place.
Conclusion
This research primarily focuses on McDonald's marketing strategy in United States.
The first focuses on the use of marketing localization which leads to product and cultural
diversification and the second is related to meeting the needs of key audiences. Marketing
localization involves McDonald's combining United States characteristics with local culture
and food characteristics such as the use of sambal terasi, which is typical of United States,
which is then combined with the addition of services such as the internet, play areas, special
seats for toddlers, and others that aim to meet the various needs of their consumers or
audiences. This strategy allowed McDonald's to grow very rapidly in the United States
market in a short time. However, there are still some shortcomings in this study. For
example, the location and area of each store were not asked, and only rough statistics can be
made. Future research could especially explore how McDonald's chose the emerging
consumer groups, and why it chose them.
Product and Cultural Diversification
In entering the international or global market, McDonald's chooses a franchise model,
uniquely McDonald's makes cultural adjustments in each market country. They realize that
each country has cultural differences including taste, which then creates additional menus.
The following are some examples of the implementation of cultural differences at
McDonald's International outlets:
Thailand
In Thailand, McDonald's has 3 signature menus which are Samurai Pork Burger, Corn
Pie, and Pineapple Pie.
Japan
McDonald's Japan has a Filet-O-Fish menu, although it is available at McDonald's
US, but instead, they offer this staple as a breakfast item. McDonald's Japan also serves
squid ink burgers (with black buns) and Daigaku Imo fries. McDonald's Japan also serves a
variant of chocolate-covered fries.
Norway
McDonald's Norway restaurant offers menu items such as Chilli Cheese tops (which
are like cheese poppers), pasta salad, and some fish items. They also serve breakfast
sandwiches with Brunost, which is a traditional Norwegian cheese.
Brazil
Pão Na Chapa and Pão De Queijo are the two types of bread offered at McDonalds for
breakfast. Pão Na Chapa is bread served with butter and Pão De Queijo is bread served with
cheese. In addition, another major highlight of McDonald's Brazil menu is the Cheddar
McMelt.
India
Unsurprisingly, McDonald's in India has a predominantly vegetarian menu to cater to
customers who don't eat beef or meat at all, and most of the menu has Indian spices and hot
sauces.
Their breakfast menu includes Veg Pizza McPuff, vegetarian pizza pockets, Maharaja
Mac, a chicken version of the Big Mac, as well as a vegetarian version with a patty made
from corn and cheese. McDonald's India also serves many dishes made from paneer, which
is similar to hard cottage cheese, such as the McSpicy Paneer burger or Spicy Paneer Wrap.
Morocco
The meat used at McDonalds Morocco is halal, meaning it is prepared in accordance
with Islamic law and the Quran. They serve staple foods like Big Macs and Happy Meals.
They also have specialty menus such as McArabia, a chicken sandwich with Moroccan
spices in pita bread, which is also found in other Arab countries. In addition, McDonald's
Morocco also serves the Gambas burger, whose patty is made from shrimp instead of meat.
France
McDonald's in France is much more elegant than the usual. They offer the Blue
Cheese Burger, the Alpine Burger with three types of cheese, the McBaguette, and a fancy
burger served with a fork and knife.
McDonald's France locations also emphasize the McCafé section of the restaurant,
serving a variety of baked goods in glass displays and elegant drinks such as creamy
cappuccinos served in glass cups instead of plastic like other McDonald's drinks. In
addition, McDonald's France also has stand-alone McCafé locations unlike McDonald's in
other countries where McDonald's and McCafé are in one location.
McDonald's France is also one of the outlets that have been using automated cash
registers similar to ATMs for a long time, long before McDonald's United States adopted
them. The machine aims to speed up service during long queues.
Mexico
McDonald's Mexico packs a lot of flavor into their menu. They offer the Pico
Guacamole Burger as well as Jalapeño Poppers. Their signature menu for breakfast is
McMollettes. They also have Queso pies and sauces that can only be found at McDonald's
Mexico which are salsa verde and chimichurri.
United States
McDonald's United States itself offers traditional United States food menus that are
combined into more modern food such as the McD Nasi Uduk menu with Sambal Terasi,
McD Chicken Porridge which is used in the breakfast category menu, Rica-Rica Chicken
Rice, Rica-Rica Fish Rice, and Klepon Cake.
Based on this study, it can be concluded that although McDonald's has a positioning in
the minds of consumers as a fast food outlet that sells burgers and crispy chicken, they carry
out a strategy of adjusting to the different tastes and cultural habits of various regions.
McDonald's pays attention to the different regional eating habits in different regions in each
country of McDonald's branches, and develops new products that meet local tastes and
regional characteristics. From a corporate perspective, "integration" makes the brand
strategies of different countries and regions the same, and there will be no differentiated
development. "Differentiation" allows McDonald's to be recognized by local consumers,
and emotionally increases consumers' favorability to the company, so that McDonald's can
promote consumer consumption (Wu & Ma, 2021).
Meeting the Needs of Key Audiences
McDonald's has a wide market so they need to identify the market or audience of their
business. To build a long-term business and win market share, it is important to retain
people once they become customers. Customers are not all the same. Market research
identifies different types of customers.
Before the existence of delivery services, consumer behavior in making purchases on
food products was to come to a physical store location, just like McDonald's consumers who
had to come first to get what they needed or wanted with each having different reasons.
McDonald's can tailor communication to the needs of specific groups. It is their needs that
determine the types of products and services offered, the prices charged, the promotions
made, and the location of the restaurant.
The first audience is parents who have children, McDonald's gives them a menu
selection for children and adults. For example, for children there is a Happy Meal menu and
for adults there is Spicy Chicken or Cola. In addition, McDonald's also provides seats for
toddlers. For the children to adult audience, McDonald's provides a playground and
McDonald's statue. The bright colors (red and yellow) are also an attraction for children.
Another audience is that workers are McDonald's, which is fast food, able to provide
fast service of no more than 15 minutes so that McDonald's can provide solutions for time.
The last audience is teenagers, McDonald's can provide free internet service and a
comfortable place.
Conclusion
This research primarily focuses on McDonald's marketing strategy in United States.
The first focuses on the use of marketing localization which leads to product and cultural
diversification and the second is related to meeting the needs of key audiences. Marketing
localization involves McDonald's combining United States characteristics with local culture
and food characteristics such as the use of sambal terasi, which is typical of United States,
which is then combined with the addition of services such as the internet, play areas, special
seats for toddlers, and others that aim to meet the various needs of their consumers or
audiences. This strategy allowed McDonald's to grow very rapidly in the United States
market in a short time. However, there are still some shortcomings in this study. For
example, the location and area of each store were not asked, and only rough statistics can be
made. Future research could especially explore how McDonald's chose the emerging
consumer groups, and why it chose them.
Product and Cultural Diversification
In entering the international or global market, McDonald's chooses a franchise model,
uniquely McDonald's makes cultural adjustments in each market country. They realize that
each country has cultural differences including taste, which then creates additional menus.
The following are some examples of the implementation of cultural differences at
McDonald's International outlets:
Thailand
In Thailand, McDonald's has 3 signature menus which are Samurai Pork Burger, Corn
Pie, and Pineapple Pie.
Japan
McDonald's Japan has a Filet-O-Fish menu, although it is available at McDonald's
US, but instead, they offer this staple as a breakfast item. McDonald's Japan also serves
squid ink burgers (with black buns) and Daigaku Imo fries. McDonald's Japan also serves a
variant of chocolate-covered fries.
Norway
McDonald's Norway restaurant offers menu items such as Chilli Cheese tops (which
are like cheese poppers), pasta salad, and some fish items. They also serve breakfast
sandwiches with Brunost, which is a traditional Norwegian cheese.
Brazil
Pão Na Chapa and Pão De Queijo are the two types of bread offered at McDonalds for
breakfast. Pão Na Chapa is bread served with butter and Pão De Queijo is bread served with
cheese. In addition, another major highlight of McDonald's Brazil menu is the Cheddar
McMelt.
India
Unsurprisingly, McDonald's in India has a predominantly vegetarian menu to cater to
customers who don't eat beef or meat at all, and most of the menu has Indian spices and hot
sauces.
Their breakfast menu includes Veg Pizza McPuff, vegetarian pizza pockets, Maharaja
Mac, a chicken version of the Big Mac, as well as a vegetarian version with a patty made
from corn and cheese. McDonald's India also serves many dishes made from paneer, which
is similar to hard cottage cheese, such as the McSpicy Paneer burger or Spicy Paneer Wrap.
Morocco
The meat used at McDonalds Morocco is halal, meaning it is prepared in accordance
with Islamic law and the Quran. They serve staple foods like Big Macs and Happy Meals.
They also have specialty menus such as McArabia, a chicken sandwich with Moroccan
spices in pita bread, which is also found in other Arab countries. In addition, McDonald's
Morocco also serves the Gambas burger, whose patty is made from shrimp instead of meat.
France
McDonald's in France is much more elegant than the usual. They offer the Blue
Cheese Burger, the Alpine Burger with three types of cheese, the McBaguette, and a fancy
burger served with a fork and knife.
McDonald's France locations also emphasize the McCafé section of the restaurant,
serving a variety of baked goods in glass displays and elegant drinks such as creamy
cappuccinos served in glass cups instead of plastic like other McDonald's drinks. In
addition, McDonald's France also has stand-alone McCafé locations unlike McDonald's in
other countries where McDonald's and McCafé are in one location.
McDonald's France is also one of the outlets that have been using automated cash
registers similar to ATMs for a long time, long before McDonald's United States adopted
them. The machine aims to speed up service during long queues.
Mexico
McDonald's Mexico packs a lot of flavor into their menu. They offer the Pico
Guacamole Burger as well as Jalapeño Poppers. Their signature menu for breakfast is
McMollettes. They also have Queso pies and sauces that can only be found at McDonald's
Mexico which are salsa verde and chimichurri.
United States
McDonald's United States itself offers traditional United States food menus that are
combined into more modern food such as the McD Nasi Uduk menu with Sambal Terasi,
McD Chicken Porridge which is used in the breakfast category menu, Rica-Rica Chicken
Rice, Rica-Rica Fish Rice, and Klepon Cake.
Based on this study, it can be concluded that although McDonald's has a positioning in
the minds of consumers as a fast food outlet that sells burgers and crispy chicken, they carry
out a strategy of adjusting to the different tastes and cultural habits of various regions.
McDonald's pays attention to the different regional eating habits in different regions in each
country of McDonald's branches, and develops new products that meet local tastes and
regional characteristics. From a corporate perspective, "integration" makes the brand
strategies of different countries and regions the same, and there will be no differentiated
development. "Differentiation" allows McDonald's to be recognized by local consumers,
and emotionally increases consumers' favorability to the company, so that McDonald's can
promote consumer consumption (Wu & Ma, 2021).
Meeting the Needs of Key Audiences
McDonald's has a wide market so they need to identify the market or audience of their
business. To build a long-term business and win market share, it is important to retain
people once they become customers. Customers are not all the same. Market research
identifies different types of customers.
Before the existence of delivery services, consumer behavior in making purchases on
food products was to come to a physical store location, just like McDonald's consumers who
had to come first to get what they needed or wanted with each having different reasons.
McDonald's can tailor communication to the needs of specific groups. It is their needs that
determine the types of products and services offered, the prices charged, the promotions
made, and the location of the restaurant.
The first audience is parents who have children, McDonald's gives them a menu
selection for children and adults. For example, for children there is a Happy Meal menu and
for adults there is Spicy Chicken or Cola. In addition, McDonald's also provides seats for
toddlers. For the children to adult audience, McDonald's provides a playground and
McDonald's statue. The bright colors (red and yellow) are also an attraction for children.
Another audience is that workers are McDonald's, which is fast food, able to provide
fast service of no more than 15 minutes so that McDonald's can provide solutions for time.
The last audience is teenagers, McDonald's can provide free internet service and a
comfortable place.
Conclusion
This research primarily focuses on McDonald's marketing strategy in United States.
The first focuses on the use of marketing localization which leads to product and cultural
diversification and the second is related to meeting the needs of key audiences. Marketing
localization involves McDonald's combining United States characteristics with local culture
and food characteristics such as the use of sambal terasi, which is typical of United States,
which is then combined with the addition of services such as the internet, play areas, special
seats for toddlers, and others that aim to meet the various needs of their consumers or
audiences. This strategy allowed McDonald's to grow very rapidly in the United States
market in a short time. However, there are still some shortcomings in this study. For
example, the location and area of each store were not asked, and only rough statistics can be
made. Future research could especially explore how McDonald's chose the emerging
consumer groups, and why it chose them.
Product and Cultural Diversification
In entering the international or global market, McDonald's chooses a franchise model,
uniquely McDonald's makes cultural adjustments in each market country. They realize that
each country has cultural differences including taste, which then creates additional menus.
The following are some examples of the implementation of cultural differences at
McDonald's International outlets:
Thailand
In Thailand, McDonald's has 3 signature menus which are Samurai Pork Burger, Corn
Pie, and Pineapple Pie.
Japan
McDonald's Japan has a Filet-O-Fish menu, although it is available at McDonald's
US, but instead, they offer this staple as a breakfast item. McDonald's Japan also serves
squid ink burgers (with black buns) and Daigaku Imo fries. McDonald's Japan also serves a
variant of chocolate-covered fries.
Norway
McDonald's Norway restaurant offers menu items such as Chilli Cheese tops (which
are like cheese poppers), pasta salad, and some fish items. They also serve breakfast
sandwiches with Brunost, which is a traditional Norwegian cheese.
Brazil
Pão Na Chapa and Pão De Queijo are the two types of bread offered at McDonalds for
breakfast. Pão Na Chapa is bread served with butter and Pão De Queijo is bread served with
cheese. In addition, another major highlight of McDonald's Brazil menu is the Cheddar
McMelt.
India
Unsurprisingly, McDonald's in India has a predominantly vegetarian menu to cater to
customers who don't eat beef or meat at all, and most of the menu has Indian spices and hot
sauces.
Their breakfast menu includes Veg Pizza McPuff, vegetarian pizza pockets, Maharaja
Mac, a chicken version of the Big Mac, as well as a vegetarian version with a patty made
from corn and cheese. McDonald's India also serves many dishes made from paneer, which
is similar to hard cottage cheese, such as the McSpicy Paneer burger or Spicy Paneer Wrap.
Morocco
The meat used at McDonalds Morocco is halal, meaning it is prepared in accordance
with Islamic law and the Quran. They serve staple foods like Big Macs and Happy Meals.
They also have specialty menus such as McArabia, a chicken sandwich with Moroccan
spices in pita bread, which is also found in other Arab countries. In addition, McDonald's
Morocco also serves the Gambas burger, whose patty is made from shrimp instead of meat.
France
McDonald's in France is much more elegant than the usual. They offer the Blue
Cheese Burger, the Alpine Burger with three types of cheese, the McBaguette, and a fancy
burger served with a fork and knife.
McDonald's France locations also emphasize the McCafé section of the restaurant,
serving a variety of baked goods in glass displays and elegant drinks such as creamy
cappuccinos served in glass cups instead of plastic like other McDonald's drinks. In
addition, McDonald's France also has stand-alone McCafé locations unlike McDonald's in
other countries where McDonald's and McCafé are in one location.
McDonald's France is also one of the outlets that have been using automated cash
registers similar to ATMs for a long time, long before McDonald's United States adopted
them. The machine aims to speed up service during long queues.
Mexico
McDonald's Mexico packs a lot of flavor into their menu. They offer the Pico
Guacamole Burger as well as Jalapeño Poppers. Their signature menu for breakfast is
McMollettes. They also have Queso pies and sauces that can only be found at McDonald's
Mexico which are salsa verde and chimichurri.
United States
McDonald's United States itself offers traditional United States food menus that are
combined into more modern food such as the McD Nasi Uduk menu with Sambal Terasi,
McD Chicken Porridge which is used in the breakfast category menu, Rica-Rica Chicken
Rice, Rica-Rica Fish Rice, and Klepon Cake.
Based on this study, it can be concluded that although McDonald's has a positioning in
the minds of consumers as a fast food outlet that sells burgers and crispy chicken, they carry
out a strategy of adjusting to the different tastes and cultural habits of various regions.
McDonald's pays attention to the different regional eating habits in different regions in each
country of McDonald's branches, and develops new products that meet local tastes and
regional characteristics. From a corporate perspective, "integration" makes the brand
strategies of different countries and regions the same, and there will be no differentiated
development. "Differentiation" allows McDonald's to be recognized by local consumers,
and emotionally increases consumers' favorability to the company, so that McDonald's can
promote consumer consumption (Wu & Ma, 2021).
Meeting the Needs of Key Audiences
McDonald's has a wide market so they need to identify the market or audience of their
business. To build a long-term business and win market share, it is important to retain
people once they become customers. Customers are not all the same. Market research
identifies different types of customers.
Before the existence of delivery services, consumer behavior in making purchases on
food products was to come to a physical store location, just like McDonald's consumers who
had to come first to get what they needed or wanted with each having different reasons.
McDonald's can tailor communication to the needs of specific groups. It is their needs that
determine the types of products and services offered, the prices charged, the promotions
made, and the location of the restaurant.
The first audience is parents who have children, McDonald's gives them a menu
selection for children and adults. For example, for children there is a Happy Meal menu and
for adults there is Spicy Chicken or Cola. In addition, McDonald's also provides seats for
toddlers. For the children to adult audience, McDonald's provides a playground and
McDonald's statue. The bright colors (red and yellow) are also an attraction for children.
Another audience is that workers are McDonald's, which is fast food, able to provide
fast service of no more than 15 minutes so that McDonald's can provide solutions for time.
The last audience is teenagers, McDonald's can provide free internet service and a
comfortable place.
Conclusion
This research primarily focuses on McDonald's marketing strategy in United States.
The first focuses on the use of marketing localization which leads to product and cultural
diversification and the second is related to meeting the needs of key audiences. Marketing
localization involves McDonald's combining United States characteristics with local culture
and food characteristics such as the use of sambal terasi, which is typical of United States,
which is then combined with the addition of services such as the internet, play areas, special
seats for toddlers, and others that aim to meet the various needs of their consumers or
audiences. This strategy allowed McDonald's to grow very rapidly in the United States
market in a short time. However, there are still some shortcomings in this study. For
example, the location and area of each store were not asked, and only rough statistics can be
made. Future research could especially explore how McDonald's chose the emerging
consumer groups, and why it chose them.
Product and Cultural Diversification
In entering the international or global market, McDonald's chooses a franchise model,
uniquely McDonald's makes cultural adjustments in each market country. They realize that
each country has cultural differences including taste, which then creates additional menus.
The following are some examples of the implementation of cultural differences at
McDonald's International outlets:
Thailand
In Thailand, McDonald's has 3 signature menus which are Samurai Pork Burger, Corn
Pie, and Pineapple Pie.
Japan
McDonald's Japan has a Filet-O-Fish menu, although it is available at McDonald's
US, but instead, they offer this staple as a breakfast item. McDonald's Japan also serves
squid ink burgers (with black buns) and Daigaku Imo fries. McDonald's Japan also serves a
variant of chocolate-covered fries.
Norway
McDonald's Norway restaurant offers menu items such as Chilli Cheese tops (which
are like cheese poppers), pasta salad, and some fish items. They also serve breakfast
sandwiches with Brunost, which is a traditional Norwegian cheese.
Brazil
Pão Na Chapa and Pão De Queijo are the two types of bread offered at McDonalds for
breakfast. Pão Na Chapa is bread served with butter and Pão De Queijo is bread served with
cheese. In addition, another major highlight of McDonald's Brazil menu is the Cheddar
McMelt.
India
Unsurprisingly, McDonald's in India has a predominantly vegetarian menu to cater to
customers who don't eat beef or meat at all, and most of the menu has Indian spices and hot
sauces.
Their breakfast menu includes Veg Pizza McPuff, vegetarian pizza pockets, Maharaja
Mac, a chicken version of the Big Mac, as well as a vegetarian version with a patty made
from corn and cheese. McDonald's India also serves many dishes made from paneer, which
is similar to hard cottage cheese, such as the McSpicy Paneer burger or Spicy Paneer Wrap.
Morocco
The meat used at McDonalds Morocco is halal, meaning it is prepared in accordance
with Islamic law and the Quran. They serve staple foods like Big Macs and Happy Meals.
They also have specialty menus such as McArabia, a chicken sandwich with Moroccan
spices in pita bread, which is also found in other Arab countries. In addition, McDonald's
Morocco also serves the Gambas burger, whose patty is made from shrimp instead of meat.
France
McDonald's in France is much more elegant than the usual. They offer the Blue
Cheese Burger, the Alpine Burger with three types of cheese, the McBaguette, and a fancy
burger served with a fork and knife.
McDonald's France locations also emphasize the McCafé section of the restaurant,
serving a variety of baked goods in glass displays and elegant drinks such as creamy
cappuccinos served in glass cups instead of plastic like other McDonald's drinks. In
addition, McDonald's France also has stand-alone McCafé locations unlike McDonald's in
other countries where McDonald's and McCafé are in one location.
McDonald's France is also one of the outlets that have been using automated cash
registers similar to ATMs for a long time, long before McDonald's United States adopted
them. The machine aims to speed up service during long queues.
Mexico
McDonald's Mexico packs a lot of flavor into their menu. They offer the Pico
Guacamole Burger as well as Jalapeño Poppers. Their signature menu for breakfast is
McMollettes. They also have Queso pies and sauces that can only be found at McDonald's
Mexico which are salsa verde and chimichurri.
United States
McDonald's United States itself offers traditional United States food menus that are
combined into more modern food such as the McD Nasi Uduk menu with Sambal Terasi,
McD Chicken Porridge which is used in the breakfast category menu, Rica-Rica Chicken
Rice, Rica-Rica Fish Rice, and Klepon Cake.
Based on this study, it can be concluded that although McDonald's has a positioning in
the minds of consumers as a fast food outlet that sells burgers and crispy chicken, they carry
out a strategy of adjusting to the different tastes and cultural habits of various regions.
McDonald's pays attention to the different regional eating habits in different regions in each
country of McDonald's branches, and develops new products that meet local tastes and
regional characteristics. From a corporate perspective, "integration" makes the brand
strategies of different countries and regions the same, and there will be no differentiated
development. "Differentiation" allows McDonald's to be recognized by local consumers,
and emotionally increases consumers' favorability to the company, so that McDonald's can
promote consumer consumption (Wu & Ma, 2021).
Meeting the Needs of Key Audiences
McDonald's has a wide market so they need to identify the market or audience of their
business. To build a long-term business and win market share, it is important to retain
people once they become customers. Customers are not all the same. Market research
identifies different types of customers.
Before the existence of delivery services, consumer behavior in making purchases on
food products was to come to a physical store location, just like McDonald's consumers who
had to come first to get what they needed or wanted with each having different reasons.
McDonald's can tailor communication to the needs of specific groups. It is their needs that
determine the types of products and services offered, the prices charged, the promotions
made, and the location of the restaurant.
The first audience is parents who have children, McDonald's gives them a menu
selection for children and adults. For example, for children there is a Happy Meal menu and
for adults there is Spicy Chicken or Cola. In addition, McDonald's also provides seats for
toddlers. For the children to adult audience, McDonald's provides a playground and
McDonald's statue. The bright colors (red and yellow) are also an attraction for children.
Another audience is that workers are McDonald's, which is fast food, able to provide
fast service of no more than 15 minutes so that McDonald's can provide solutions for time.
The last audience is teenagers, McDonald's can provide free internet service and a
comfortable place.
Conclusion
This research primarily focuses on McDonald's marketing strategy in United States.
The first focuses on the use of marketing localization which leads to product and cultural
diversification and the second is related to meeting the needs of key audiences. Marketing
localization involves McDonald's combining United States characteristics with local culture
and food characteristics such as the use of sambal terasi, which is typical of United States,
which is then combined with the addition of services such as the internet, play areas, special
seats for toddlers, and others that aim to meet the various needs of their consumers or
audiences. This strategy allowed McDonald's to grow very rapidly in the United States
market in a short time. However, there are still some shortcomings in this study. For
example, the location and area of each store were not asked, and only rough statistics can be
made. Future research could especially explore how McDonald's chose the emerging
consumer groups, and why it chose them.
Product and Cultural Diversification
In entering the international or global market, McDonald's chooses a franchise model,
uniquely McDonald's makes cultural adjustments in each market country. They realize that
each country has cultural differences including taste, which then creates additional menus.
The following are some examples of the implementation of cultural differences at
McDonald's International outlets:
Thailand
In Thailand, McDonald's has 3 signature menus which are Samurai Pork Burger, Corn
Pie, and Pineapple Pie.
Japan
McDonald's Japan has a Filet-O-Fish menu, although it is available at McDonald's
US, but instead, they offer this staple as a breakfast item. McDonald's Japan also serves
squid ink burgers (with black buns) and Daigaku Imo fries. McDonald's Japan also serves a
variant of chocolate-covered fries.
Norway
McDonald's Norway restaurant offers menu items such as Chilli Cheese tops (which
are like cheese poppers), pasta salad, and some fish items. They also serve breakfast
sandwiches with Brunost, which is a traditional Norwegian cheese.
Brazil
Pão Na Chapa and Pão De Queijo are the two types of bread offered at McDonalds for
breakfast. Pão Na Chapa is bread served with butter and Pão De Queijo is bread served with
cheese. In addition, another major highlight of McDonald's Brazil menu is the Cheddar
McMelt.
India
Unsurprisingly, McDonald's in India has a predominantly vegetarian menu to cater to
customers who don't eat beef or meat at all, and most of the menu has Indian spices and hot
sauces.
Their breakfast menu includes Veg Pizza McPuff, vegetarian pizza pockets, Maharaja
Mac, a chicken version of the Big Mac, as well as a vegetarian version with a patty made
from corn and cheese. McDonald's India also serves many dishes made from paneer, which
is similar to hard cottage cheese, such as the McSpicy Paneer burger or Spicy Paneer Wrap.
Morocco
The meat used at McDonalds Morocco is halal, meaning it is prepared in accordance
with Islamic law and the Quran. They serve staple foods like Big Macs and Happy Meals.
They also have specialty menus such as McArabia, a chicken sandwich with Moroccan
spices in pita bread, which is also found in other Arab countries. In addition, McDonald's
Morocco also serves the Gambas burger, whose patty is made from shrimp instead of meat.
France
McDonald's in France is much more elegant than the usual. They offer the Blue
Cheese Burger, the Alpine Burger with three types of cheese, the McBaguette, and a fancy
burger served with a fork and knife.
McDonald's France locations also emphasize the McCafé section of the restaurant,
serving a variety of baked goods in glass displays and elegant drinks such as creamy
cappuccinos served in glass cups instead of plastic like other McDonald's drinks. In
addition, McDonald's France also has stand-alone McCafé locations unlike McDonald's in
other countries where McDonald's and McCafé are in one location.
McDonald's France is also one of the outlets that have been using automated cash
registers similar to ATMs for a long time, long before McDonald's United States adopted
them. The machine aims to speed up service during long queues.
Mexico
McDonald's Mexico packs a lot of flavor into their menu. They offer the Pico
Guacamole Burger as well as Jalapeño Poppers. Their signature menu for breakfast is
McMollettes. They also have Queso pies and sauces that can only be found at McDonald's
Mexico which are salsa verde and chimichurri.
United States
McDonald's United States itself offers traditional United States food menus that are
combined into more modern food such as the McD Nasi Uduk menu with Sambal Terasi,
McD Chicken Porridge which is used in the breakfast category menu, Rica-Rica Chicken
Rice, Rica-Rica Fish Rice, and Klepon Cake.
Based on this study, it can be concluded that although McDonald's has a positioning in
the minds of consumers as a fast food outlet that sells burgers and crispy chicken, they carry
out a strategy of adjusting to the different tastes and cultural habits of various regions.
McDonald's pays attention to the different regional eating habits in different regions in each
country of McDonald's branches, and develops new products that meet local tastes and
regional characteristics. From a corporate perspective, "integration" makes the brand
strategies of different countries and regions the same, and there will be no differentiated
development. "Differentiation" allows McDonald's to be recognized by local consumers,
and emotionally increases consumers' favorability to the company, so that McDonald's can
promote consumer consumption (Wu & Ma, 2021).
Meeting the Needs of Key Audiences
McDonald's has a wide market so they need to identify the market or audience of their
business. To build a long-term business and win market share, it is important to retain
people once they become customers. Customers are not all the same. Market research
identifies different types of customers.
Before the existence of delivery services, consumer behavior in making purchases on
food products was to come to a physical store location, just like McDonald's consumers who
had to come first to get what they needed or wanted with each having different reasons.
McDonald's can tailor communication to the needs of specific groups. It is their needs that
determine the types of products and services offered, the prices charged, the promotions
made, and the location of the restaurant.
The first audience is parents who have children, McDonald's gives them a menu
selection for children and adults. For example, for children there is a Happy Meal menu and
for adults there is Spicy Chicken or Cola. In addition, McDonald's also provides seats for
toddlers. For the children to adult audience, McDonald's provides a playground and
McDonald's statue. The bright colors (red and yellow) are also an attraction for children.
Another audience is that workers are McDonald's, which is fast food, able to provide
fast service of no more than 15 minutes so that McDonald's can provide solutions for time.
The last audience is teenagers, McDonald's can provide free internet service and a
comfortable place.
Conclusion
This research primarily focuses on McDonald's marketing strategy in United States.
The first focuses on the use of marketing localization which leads to product and cultural
diversification and the second is related to meeting the needs of key audiences. Marketing
localization involves McDonald's combining United States characteristics with local culture
and food characteristics such as the use of sambal terasi, which is typical of United States,
which is then combined with the addition of services such as the internet, play areas, special
seats for toddlers, and others that aim to meet the various needs of their consumers or
audiences. This strategy allowed McDonald's to grow very rapidly in the United States
market in a short time. However, there are still some shortcomings in this study. For
example, the location and area of each store were not asked, and only rough statistics can be
made. Future research could especially explore how McDonald's chose the emerging
consumer groups, and why it chose them.
Product and Cultural Diversification
In entering the international or global market, McDonald's chooses a franchise model,
uniquely McDonald's makes cultural adjustments in each market country. They realize that
each country has cultural differences including taste, which then creates additional menus.
The following are some examples of the implementation of cultural differences at
McDonald's International outlets:
Thailand
In Thailand, McDonald's has 3 signature menus which are Samurai Pork Burger, Corn
Pie, and Pineapple Pie.
Japan
McDonald's Japan has a Filet-O-Fish menu, although it is available at McDonald's
US, but instead, they offer this staple as a breakfast item. McDonald's Japan also serves
squid ink burgers (with black buns) and Daigaku Imo fries. McDonald's Japan also serves a
variant of chocolate-covered fries.
Norway
McDonald's Norway restaurant offers menu items such as Chilli Cheese tops (which
are like cheese poppers), pasta salad, and some fish items. They also serve breakfast
sandwiches with Brunost, which is a traditional Norwegian cheese.
Brazil
Pão Na Chapa and Pão De Queijo are the two types of bread offered at McDonalds for
breakfast. Pão Na Chapa is bread served with butter and Pão De Queijo is bread served with
cheese. In addition, another major highlight of McDonald's Brazil menu is the Cheddar
McMelt.
India
Unsurprisingly, McDonald's in India has a predominantly vegetarian menu to cater to
customers who don't eat beef or meat at all, and most of the menu has Indian spices and hot
sauces.
Their breakfast menu includes Veg Pizza McPuff, vegetarian pizza pockets, Maharaja
Mac, a chicken version of the Big Mac, as well as a vegetarian version with a patty made
from corn and cheese. McDonald's India also serves many dishes made from paneer, which
is similar to hard cottage cheese, such as the McSpicy Paneer burger or Spicy Paneer Wrap.
Morocco
The meat used at McDonalds Morocco is halal, meaning it is prepared in accordance
with Islamic law and the Quran. They serve staple foods like Big Macs and Happy Meals.
They also have specialty menus such as McArabia, a chicken sandwich with Moroccan
spices in pita bread, which is also found in other Arab countries. In addition, McDonald's
Morocco also serves the Gambas burger, whose patty is made from shrimp instead of meat.
France
McDonald's in France is much more elegant than the usual. They offer the Blue
Cheese Burger, the Alpine Burger with three types of cheese, the McBaguette, and a fancy
burger served with a fork and knife.
McDonald's France locations also emphasize the McCafé section of the restaurant,
serving a variety of baked goods in glass displays and elegant drinks such as creamy
cappuccinos served in glass cups instead of plastic like other McDonald's drinks. In
addition, McDonald's France also has stand-alone McCafé locations unlike McDonald's in
other countries where McDonald's and McCafé are in one location.
McDonald's France is also one of the outlets that have been using automated cash
registers similar to ATMs for a long time, long before McDonald's United States adopted
them. The machine aims to speed up service during long queues.
Mexico
McDonald's Mexico packs a lot of flavor into their menu. They offer the Pico
Guacamole Burger as well as Jalapeño Poppers. Their signature menu for breakfast is
McMollettes. They also have Queso pies and sauces that can only be found at McDonald's
Mexico which are salsa verde and chimichurri.
United States
McDonald's United States itself offers traditional United States food menus that are
combined into more modern food such as the McD Nasi Uduk menu with Sambal Terasi,
McD Chicken Porridge which is used in the breakfast category menu, Rica-Rica Chicken
Rice, Rica-Rica Fish Rice, and Klepon Cake.
Based on this study, it can be concluded that although McDonald's has a positioning in
the minds of consumers as a fast food outlet that sells burgers and crispy chicken, they carry
out a strategy of adjusting to the different tastes and cultural habits of various regions.
McDonald's pays attention to the different regional eating habits in different regions in each
country of McDonald's branches, and develops new products that meet local tastes and
regional characteristics. From a corporate perspective, "integration" makes the brand
strategies of different countries and regions the same, and there will be no differentiated
development. "Differentiation" allows McDonald's to be recognized by local consumers,
and emotionally increases consumers' favorability to the company, so that McDonald's can
promote consumer consumption (Wu & Ma, 2021).
Meeting the Needs of Key Audiences
McDonald's has a wide market so they need to identify the market or audience of their
business. To build a long-term business and win market share, it is important to retain
people once they become customers. Customers are not all the same. Market research
identifies different types of customers.
Before the existence of delivery services, consumer behavior in making purchases on
food products was to come to a physical store location, just like McDonald's consumers who
had to come first to get what they needed or wanted with each having different reasons.
McDonald's can tailor communication to the needs of specific groups. It is their needs that
determine the types of products and services offered, the prices charged, the promotions
made, and the location of the restaurant.
The first audience is parents who have children, McDonald's gives them a menu
selection for children and adults. For example, for children there is a Happy Meal menu and
for adults there is Spicy Chicken or Cola. In addition, McDonald's also provides seats for
toddlers. For the children to adult audience, McDonald's provides a playground and
McDonald's statue. The bright colors (red and yellow) are also an attraction for children.
Another audience is that workers are McDonald's, which is fast food, able to provide
fast service of no more than 15 minutes so that McDonald's can provide solutions for time.
The last audience is teenagers, McDonald's can provide free internet service and a
comfortable place.
Conclusion
This research primarily focuses on McDonald's marketing strategy in United States.
The first focuses on the use of marketing localization which leads to product and cultural
diversification and the second is related to meeting the needs of key audiences. Marketing
localization involves McDonald's combining United States characteristics with local culture
and food characteristics such as the use of sambal terasi, which is typical of United States,
which is then combined with the addition of services such as the internet, play areas, special
seats for toddlers, and others that aim to meet the various needs of their consumers or
audiences. This strategy allowed McDonald's to grow very rapidly in the United States
market in a short time. However, there are still some shortcomings in this study. For
example, the location and area of each store were not asked, and only rough statistics can be
made. Future research could especially explore how McDonald's chose the emerging
consumer groups, and why it chose them.
Product and Cultural Diversification
In entering the international or global market, McDonald's chooses a franchise model,
uniquely McDonald's makes cultural adjustments in each market country. They realize that
each country has cultural differences including taste, which then creates additional menus.
The following are some examples of the implementation of cultural differences at
McDonald's International outlets:
Thailand
In Thailand, McDonald's has 3 signature menus which are Samurai Pork Burger, Corn
Pie, and Pineapple Pie.
Japan
McDonald's Japan has a Filet-O-Fish menu, although it is available at McDonald's
US, but instead, they offer this staple as a breakfast item. McDonald's Japan also serves
squid ink burgers (with black buns) and Daigaku Imo fries. McDonald's Japan also serves a
variant of chocolate-covered fries.
Norway
McDonald's Norway restaurant offers menu items such as Chilli Cheese tops (which
are like cheese poppers), pasta salad, and some fish items. They also serve breakfast
sandwiches with Brunost, which is a traditional Norwegian cheese.
Brazil
Pão Na Chapa and Pão De Queijo are the two types of bread offered at McDonalds for
breakfast. Pão Na Chapa is bread served with butter and Pão De Queijo is bread served with
cheese. In addition, another major highlight of McDonald's Brazil menu is the Cheddar
McMelt.
India
Unsurprisingly, McDonald's in India has a predominantly vegetarian menu to cater to
customers who don't eat beef or meat at all, and most of the menu has Indian spices and hot
sauces.
Their breakfast menu includes Veg Pizza McPuff, vegetarian pizza pockets, Maharaja
Mac, a chicken version of the Big Mac, as well as a vegetarian version with a patty made
from corn and cheese. McDonald's India also serves many dishes made from paneer, which
is similar to hard cottage cheese, such as the McSpicy Paneer burger or Spicy Paneer Wrap.
Morocco
The meat used at McDonalds Morocco is halal, meaning it is prepared in accordance
with Islamic law and the Quran. They serve staple foods like Big Macs and Happy Meals.
They also have specialty menus such as McArabia, a chicken sandwich with Moroccan
spices in pita bread, which is also found in other Arab countries. In addition, McDonald's
Morocco also serves the Gambas burger, whose patty is made from shrimp instead of meat.
France
McDonald's in France is much more elegant than the usual. They offer the Blue
Cheese Burger, the Alpine Burger with three types of cheese, the McBaguette, and a fancy
burger served with a fork and knife.
McDonald's France locations also emphasize the McCafé section of the restaurant,
serving a variety of baked goods in glass displays and elegant drinks such as creamy
cappuccinos served in glass cups instead of plastic like other McDonald's drinks. In
addition, McDonald's France also has stand-alone McCafé locations unlike McDonald's in
other countries where McDonald's and McCafé are in one location.
McDonald's France is also one of the outlets that have been using automated cash
registers similar to ATMs for a long time, long before McDonald's United States adopted
them. The machine aims to speed up service during long queues.
Mexico
McDonald's Mexico packs a lot of flavor into their menu. They offer the Pico
Guacamole Burger as well as Jalapeño Poppers. Their signature menu for breakfast is
McMollettes. They also have Queso pies and sauces that can only be found at McDonald's
Mexico which are salsa verde and chimichurri.
United States
McDonald's United States itself offers traditional United States food menus that are
combined into more modern food such as the McD Nasi Uduk menu with Sambal Terasi,
McD Chicken Porridge which is used in the breakfast category menu, Rica-Rica Chicken
Rice, Rica-Rica Fish Rice, and Klepon Cake.
Based on this study, it can be concluded that although McDonald's has a positioning in
the minds of consumers as a fast food outlet that sells burgers and crispy chicken, they carry
out a strategy of adjusting to the different tastes and cultural habits of various regions.
McDonald's pays attention to the different regional eating habits in different regions in each
country of McDonald's branches, and develops new products that meet local tastes and
regional characteristics. From a corporate perspective, "integration" makes the brand
strategies of different countries and regions the same, and there will be no differentiated
development. "Differentiation" allows McDonald's to be recognized by local consumers,
and emotionally increases consumers' favorability to the company, so that McDonald's can
promote consumer consumption (Wu & Ma, 2021).
Meeting the Needs of Key Audiences
McDonald's has a wide market so they need to identify the market or audience of their
business. To build a long-term business and win market share, it is important to retain
people once they become customers. Customers are not all the same. Market research
identifies different types of customers.
Before the existence of delivery services, consumer behavior in making purchases on
food products was to come to a physical store location, just like McDonald's consumers who
had to come first to get what they needed or wanted with each having different reasons.
McDonald's can tailor communication to the needs of specific groups. It is their needs that
determine the types of products and services offered, the prices charged, the promotions
made, and the location of the restaurant.
The first audience is parents who have children, McDonald's gives them a menu
selection for children and adults. For example, for children there is a Happy Meal menu and
for adults there is Spicy Chicken or Cola. In addition, McDonald's also provides seats for
toddlers. For the children to adult audience, McDonald's provides a playground and
McDonald's statue. The bright colors (red and yellow) are also an attraction for children.
Another audience is that workers are McDonald's, which is fast food, able to provide
fast service of no more than 15 minutes so that McDonald's can provide solutions for time.
The last audience is teenagers, McDonald's can provide free internet service and a
comfortable place.
Conclusion
This research primarily focuses on McDonald's marketing strategy in United States.
The first focuses on the use of marketing localization which leads to product and cultural
diversification and the second is related to meeting the needs of key audiences. Marketing
localization involves McDonald's combining United States characteristics with local culture
and food characteristics such as the use of sambal terasi, which is typical of United States,
which is then combined with the addition of services such as the internet, play areas, special
seats for toddlers, and others that aim to meet the various needs of their consumers or
audiences. This strategy allowed McDonald's to grow very rapidly in the United States
market in a short time. However, there are still some shortcomings in this study. For
example, the location and area of each store were not asked, and only rough statistics can be
made. Future research could especially explore how McDonald's chose the emerging
consumer groups, and why it chose them.
Product and Cultural Diversification
In entering the international or global market, McDonald's chooses a franchise model,
uniquely McDonald's makes cultural adjustments in each market country. They realize that
each country has cultural differences including taste, which then creates additional menus.
The following are some examples of the implementation of cultural differences at
McDonald's International outlets:
Thailand
In Thailand, McDonald's has 3 signature menus which are Samurai Pork Burger, Corn
Pie, and Pineapple Pie.
Japan
McDonald's Japan has a Filet-O-Fish menu, although it is available at McDonald's
US, but instead, they offer this staple as a breakfast item. McDonald's Japan also serves
squid ink burgers (with black buns) and Daigaku Imo fries. McDonald's Japan also serves a
variant of chocolate-covered fries.
Norway
McDonald's Norway restaurant offers menu items such as Chilli Cheese tops (which
are like cheese poppers), pasta salad, and some fish items. They also serve breakfast
sandwiches with Brunost, which is a traditional Norwegian cheese.
Brazil
Pão Na Chapa and Pão De Queijo are the two types of bread offered at McDonalds for
breakfast. Pão Na Chapa is bread served with butter and Pão De Queijo is bread served with
cheese. In addition, another major highlight of McDonald's Brazil menu is the Cheddar
McMelt.
India
Unsurprisingly, McDonald's in India has a predominantly vegetarian menu to cater to
customers who don't eat beef or meat at all, and most of the menu has Indian spices and hot
sauces.
Their breakfast menu includes Veg Pizza McPuff, vegetarian pizza pockets, Maharaja
Mac, a chicken version of the Big Mac, as well as a vegetarian version with a patty made
from corn and cheese. McDonald's India also serves many dishes made from paneer, which
is similar to hard cottage cheese, such as the McSpicy Paneer burger or Spicy Paneer Wrap.
Morocco
The meat used at McDonalds Morocco is halal, meaning it is prepared in accordance
with Islamic law and the Quran. They serve staple foods like Big Macs and Happy Meals.
They also have specialty menus such as McArabia, a chicken sandwich with Moroccan
spices in pita bread, which is also found in other Arab countries. In addition, McDonald's
Morocco also serves the Gambas burger, whose patty is made from shrimp instead of meat.
France
McDonald's in France is much more elegant than the usual. They offer the Blue
Cheese Burger, the Alpine Burger with three types of cheese, the McBaguette, and a fancy
burger served with a fork and knife.
McDonald's France locations also emphasize the McCafé section of the restaurant,
serving a variety of baked goods in glass displays and elegant drinks such as creamy
cappuccinos served in glass cups instead of plastic like other McDonald's drinks. In
addition, McDonald's France also has stand-alone McCafé locations unlike McDonald's in
other countries where McDonald's and McCafé are in one location.
McDonald's France is also one of the outlets that have been using automated cash
registers similar to ATMs for a long time, long before McDonald's United States adopted
them. The machine aims to speed up service during long queues.
Mexico
McDonald's Mexico packs a lot of flavor into their menu. They offer the Pico
Guacamole Burger as well as Jalapeño Poppers. Their signature menu for breakfast is
McMollettes. They also have Queso pies and sauces that can only be found at McDonald's
Mexico which are salsa verde and chimichurri.
United States
McDonald's United States itself offers traditional United States food menus that are
combined into more modern food such as the McD Nasi Uduk menu with Sambal Terasi,
McD Chicken Porridge which is used in the breakfast category menu, Rica-Rica Chicken
Rice, Rica-Rica Fish Rice, and Klepon Cake.
Based on this study, it can be concluded that although McDonald's has a positioning in
the minds of consumers as a fast food outlet that sells burgers and crispy chicken, they carry
out a strategy of adjusting to the different tastes and cultural habits of various regions.
McDonald's pays attention to the different regional eating habits in different regions in each
country of McDonald's branches, and develops new products that meet local tastes and
regional characteristics. From a corporate perspective, "integration" makes the brand
strategies of different countries and regions the same, and there will be no differentiated
development. "Differentiation" allows McDonald's to be recognized by local consumers,
and emotionally increases consumers' favorability to the company, so that McDonald's can
promote consumer consumption (Wu & Ma, 2021).
Meeting the Needs of Key Audiences
McDonald's has a wide market so they need to identify the market or audience of their
business. To build a long-term business and win market share, it is important to retain
people once they become customers. Customers are not all the same. Market research
identifies different types of customers.
Before the existence of delivery services, consumer behavior in making purchases on
food products was to come to a physical store location, just like McDonald's consumers who
had to come first to get what they needed or wanted with each having different reasons.
McDonald's can tailor communication to the needs of specific groups. It is their needs that
determine the types of products and services offered, the prices charged, the promotions
made, and the location of the restaurant.
The first audience is parents who have children, McDonald's gives them a menu
selection for children and adults. For example, for children there is a Happy Meal menu and
for adults there is Spicy Chicken or Cola. In addition, McDonald's also provides seats for
toddlers. For the children to adult audience, McDonald's provides a playground and
McDonald's statue. The bright colors (red and yellow) are also an attraction for children.
Another audience is that workers are McDonald's, which is fast food, able to provide
fast service of no more than 15 minutes so that McDonald's can provide solutions for time.
The last audience is teenagers, McDonald's can provide free internet service and a
comfortable place.
Conclusion
This research primarily focuses on McDonald's marketing strategy in United States.
The first focuses on the use of marketing localization which leads to product and cultural
diversification and the second is related to meeting the needs of key audiences. Marketing
localization involves McDonald's combining United States characteristics with local culture
and food characteristics such as the use of sambal terasi, which is typical of United States,
which is then combined with the addition of services such as the internet, play areas, special
seats for toddlers, and others that aim to meet the various needs of their consumers or
audiences. This strategy allowed McDonald's to grow very rapidly in the United States
market in a short time. However, there are still some shortcomings in this study. For
example, the location and area of each store were not asked, and only rough statistics can be
made. Future research could especially explore how McDonald's chose the emerging
consumer groups, and why it chose them.
Product and Cultural Diversification
In entering the international or global market, McDonald's chooses a franchise model,
uniquely McDonald's makes cultural adjustments in each market country. They realize that
each country has cultural differences including taste, which then creates additional menus.
The following are some examples of the implementation of cultural differences at
McDonald's International outlets:
Thailand
In Thailand, McDonald's has 3 signature menus which are Samurai Pork Burger, Corn
Pie, and Pineapple Pie.
Japan
McDonald's Japan has a Filet-O-Fish menu, although it is available at McDonald's
US, but instead, they offer this staple as a breakfast item. McDonald's Japan also serves
squid ink burgers (with black buns) and Daigaku Imo fries. McDonald's Japan also serves a
variant of chocolate-covered fries.
Norway
McDonald's Norway restaurant offers menu items such as Chilli Cheese tops (which
are like cheese poppers), pasta salad, and some fish items. They also serve breakfast
sandwiches with Brunost, which is a traditional Norwegian cheese.
Brazil
Pão Na Chapa and Pão De Queijo are the two types of bread offered at McDonalds for
breakfast. Pão Na Chapa is bread served with butter and Pão De Queijo is bread served with
cheese. In addition, another major highlight of McDonald's Brazil menu is the Cheddar
McMelt.
India
Unsurprisingly, McDonald's in India has a predominantly vegetarian menu to cater to
customers who don't eat beef or meat at all, and most of the menu has Indian spices and hot
sauces.
Their breakfast menu includes Veg Pizza McPuff, vegetarian pizza pockets, Maharaja
Mac, a chicken version of the Big Mac, as well as a vegetarian version with a patty made
from corn and cheese. McDonald's India also serves many dishes made from paneer, which
is similar to hard cottage cheese, such as the McSpicy Paneer burger or Spicy Paneer Wrap.
Morocco
The meat used at McDonalds Morocco is halal, meaning it is prepared in accordance
with Islamic law and the Quran. They serve staple foods like Big Macs and Happy Meals.
They also have specialty menus such as McArabia, a chicken sandwich with Moroccan
spices in pita bread, which is also found in other Arab countries. In addition, McDonald's
Morocco also serves the Gambas burger, whose patty is made from shrimp instead of meat.
France
McDonald's in France is much more elegant than the usual. They offer the Blue
Cheese Burger, the Alpine Burger with three types of cheese, the McBaguette, and a fancy
burger served with a fork and knife.
McDonald's France locations also emphasize the McCafé section of the restaurant,
serving a variety of baked goods in glass displays and elegant drinks such as creamy
cappuccinos served in glass cups instead of plastic like other McDonald's drinks. In
addition, McDonald's France also has stand-alone McCafé locations unlike McDonald's in
other countries where McDonald's and McCafé are in one location.
McDonald's France is also one of the outlets that have been using automated cash
registers similar to ATMs for a long time, long before McDonald's United States adopted
them. The machine aims to speed up service during long queues.
Mexico
McDonald's Mexico packs a lot of flavor into their menu. They offer the Pico
Guacamole Burger as well as Jalapeño Poppers. Their signature menu for breakfast is
McMollettes. They also have Queso pies and sauces that can only be found at McDonald's
Mexico which are salsa verde and chimichurri.
United States
McDonald's United States itself offers traditional United States food menus that are
combined into more modern food such as the McD Nasi Uduk menu with Sambal Terasi,
McD Chicken Porridge which is used in the breakfast category menu, Rica-Rica Chicken
Rice, Rica-Rica Fish Rice, and Klepon Cake.
Based on this study, it can be concluded that although McDonald's has a positioning in
the minds of consumers as a fast food outlet that sells burgers and crispy chicken, they carry
out a strategy of adjusting to the different tastes and cultural habits of various regions.
McDonald's pays attention to the different regional eating habits in different regions in each
country of McDonald's branches, and develops new products that meet local tastes and
regional characteristics. From a corporate perspective, "integration" makes the brand
strategies of different countries and regions the same, and there will be no differentiated
development. "Differentiation" allows McDonald's to be recognized by local consumers,
and emotionally increases consumers' favorability to the company, so that McDonald's can
promote consumer consumption (Wu & Ma, 2021).
Meeting the Needs of Key Audiences
McDonald's has a wide market so they need to identify the market or audience of their
business. To build a long-term business and win market share, it is important to retain
people once they become customers. Customers are not all the same. Market research
identifies different types of customers.
Before the existence of delivery services, consumer behavior in making purchases on
food products was to come to a physical store location, just like McDonald's consumers who
had to come first to get what they needed or wanted with each having different reasons.
McDonald's can tailor communication to the needs of specific groups. It is their needs that
determine the types of products and services offered, the prices charged, the promotions
made, and the location of the restaurant.
The first audience is parents who have children, McDonald's gives them a menu
selection for children and adults. For example, for children there is a Happy Meal menu and
for adults there is Spicy Chicken or Cola. In addition, McDonald's also provides seats for
toddlers. For the children to adult audience, McDonald's provides a playground and
McDonald's statue. The bright colors (red and yellow) are also an attraction for children.
Another audience is that workers are McDonald's, which is fast food, able to provide
fast service of no more than 15 minutes so that McDonald's can provide solutions for time.
The last audience is teenagers, McDonald's can provide free internet service and a
comfortable place.
Conclusion
This research primarily focuses on McDonald's marketing strategy in United States.
The first focuses on the use of marketing localization which leads to product and cultural
diversification and the second is related to meeting the needs of key audiences. Marketing
localization involves McDonald's combining United States characteristics with local culture
and food characteristics such as the use of sambal terasi, which is typical of United States,
which is then combined with the addition of services such as the internet, play areas, special
seats for toddlers, and others that aim to meet the various needs of their consumers or
audiences. This strategy allowed McDonald's to grow very rapidly in the United States
market in a short time. However, there are still some shortcomings in this study. For
example, the location and area of each store were not asked, and only rough statistics can be
made. Future research could especially explore how McDonald's chose the emerging
consumer groups, and why it chose them.
Product and Cultural Diversification
In entering the international or global market, McDonald's chooses a franchise model,
uniquely McDonald's makes cultural adjustments in each market country. They realize that
each country has cultural differences including taste, which then creates additional menus.
The following are some examples of the implementation of cultural differences at
McDonald's International outlets:
Thailand
In Thailand, McDonald's has 3 signature menus which are Samurai Pork Burger, Corn
Pie, and Pineapple Pie.
Japan
McDonald's Japan has a Filet-O-Fish menu, although it is available at McDonald's
US, but instead, they offer this staple as a breakfast item. McDonald's Japan also serves
squid ink burgers (with black buns) and Daigaku Imo fries. McDonald's Japan also serves a
variant of chocolate-covered fries.
Norway
McDonald's Norway restaurant offers menu items such as Chilli Cheese tops (which
are like cheese poppers), pasta salad, and some fish items. They also serve breakfast
sandwiches with Brunost, which is a traditional Norwegian cheese.
Brazil
Pão Na Chapa and Pão De Queijo are the two types of bread offered at McDonalds for
breakfast. Pão Na Chapa is bread served with butter and Pão De Queijo is bread served with
cheese. In addition, another major highlight of McDonald's Brazil menu is the Cheddar
McMelt.
India
Unsurprisingly, McDonald's in India has a predominantly vegetarian menu to cater to
customers who don't eat beef or meat at all, and most of the menu has Indian spices and hot
sauces.
Their breakfast menu includes Veg Pizza McPuff, vegetarian pizza pockets, Maharaja
Mac, a chicken version of the Big Mac, as well as a vegetarian version with a patty made
from corn and cheese. McDonald's India also serves many dishes made from paneer, which
is similar to hard cottage cheese, such as the McSpicy Paneer burger or Spicy Paneer Wrap.
Morocco
The meat used at McDonalds Morocco is halal, meaning it is prepared in accordance
with Islamic law and the Quran. They serve staple foods like Big Macs and Happy Meals.
They also have specialty menus such as McArabia, a chicken sandwich with Moroccan
spices in pita bread, which is also found in other Arab countries. In addition, McDonald's
Morocco also serves the Gambas burger, whose patty is made from shrimp instead of meat.
France
McDonald's in France is much more elegant than the usual. They offer the Blue
Cheese Burger, the Alpine Burger with three types of cheese, the McBaguette, and a fancy
burger served with a fork and knife.
McDonald's France locations also emphasize the McCafé section of the restaurant,
serving a variety of baked goods in glass displays and elegant drinks such as creamy
cappuccinos served in glass cups instead of plastic like other McDonald's drinks. In
addition, McDonald's France also has stand-alone McCafé locations unlike McDonald's in
other countries where McDonald's and McCafé are in one location.
McDonald's France is also one of the outlets that have been using automated cash
registers similar to ATMs for a long time, long before McDonald's United States adopted
them. The machine aims to speed up service during long queues.
Mexico
McDonald's Mexico packs a lot of flavor into their menu. They offer the Pico
Guacamole Burger as well as Jalapeño Poppers. Their signature menu for breakfast is
McMollettes. They also have Queso pies and sauces that can only be found at McDonald's
Mexico which are salsa verde and chimichurri.
United States
McDonald's United States itself offers traditional United States food menus that are
combined into more modern food such as the McD Nasi Uduk menu with Sambal Terasi,
McD Chicken Porridge which is used in the breakfast category menu, Rica-Rica Chicken
Rice, Rica-Rica Fish Rice, and Klepon Cake.
Based on this study, it can be concluded that although McDonald's has a positioning in
the minds of consumers as a fast food outlet that sells burgers and crispy chicken, they carry
out a strategy of adjusting to the different tastes and cultural habits of various regions.
McDonald's pays attention to the different regional eating habits in different regions in each
country of McDonald's branches, and develops new products that meet local tastes and
regional characteristics. From a corporate perspective, "integration" makes the brand
strategies of different countries and regions the same, and there will be no differentiated
development. "Differentiation" allows McDonald's to be recognized by local consumers,
and emotionally increases consumers' favorability to the company, so that McDonald's can
promote consumer consumption (Wu & Ma, 2021).
Meeting the Needs of Key Audiences
McDonald's has a wide market so they need to identify the market or audience of their
business. To build a long-term business and win market share, it is important to retain
people once they become customers. Customers are not all the same. Market research
identifies different types of customers.
Before the existence of delivery services, consumer behavior in making purchases on
food products was to come to a physical store location, just like McDonald's consumers who
had to come first to get what they needed or wanted with each having different reasons.
McDonald's can tailor communication to the needs of specific groups. It is their needs that
determine the types of products and services offered, the prices charged, the promotions
made, and the location of the restaurant.
The first audience is parents who have children, McDonald's gives them a menu
selection for children and adults. For example, for children there is a Happy Meal menu and
for adults there is Spicy Chicken or Cola. In addition, McDonald's also provides seats for
toddlers. For the children to adult audience, McDonald's provides a playground and
McDonald's statue. The bright colors (red and yellow) are also an attraction for children.
Another audience is that workers are McDonald's, which is fast food, able to provide
fast service of no more than 15 minutes so that McDonald's can provide solutions for time.
The last audience is teenagers, McDonald's can provide free internet service and a
comfortable place.
Conclusion
This research primarily focuses on McDonald's marketing strategy in United States.
The first focuses on the use of marketing localization which leads to product and cultural
diversification and the second is related to meeting the needs of key audiences. Marketing
localization involves McDonald's combining United States characteristics with local culture
and food characteristics such as the use of sambal terasi, which is typical of United States,
which is then combined with the addition of services such as the internet, play areas, special
seats for toddlers, and others that aim to meet the various needs of their consumers or
audiences. This strategy allowed McDonald's to grow very rapidly in the United States
market in a short time. However, there are still some shortcomings in this study. For
example, the location and area of each store were not asked, and only rough statistics can be
made. Future research could especially explore how McDonald's chose the emerging
consumer groups, and why it chose them.
Product and Cultural Diversification
In entering the international or global market, McDonald's chooses a franchise model,
uniquely McDonald's makes cultural adjustments in each market country. They realize that
each country has cultural differences including taste, which then creates additional menus.
The following are some examples of the implementation of cultural differences at
McDonald's International outlets:
Thailand
In Thailand, McDonald's has 3 signature menus which are Samurai Pork Burger, Corn
Pie, and Pineapple Pie.
Japan
McDonald's Japan has a Filet-O-Fish menu, although it is available at McDonald's
US, but instead, they offer this staple as a breakfast item. McDonald's Japan also serves
squid ink burgers (with black buns) and Daigaku Imo fries. McDonald's Japan also serves a
variant of chocolate-covered fries.
Norway
McDonald's Norway restaurant offers menu items such as Chilli Cheese tops (which
are like cheese poppers), pasta salad, and some fish items. They also serve breakfast
sandwiches with Brunost, which is a traditional Norwegian cheese.
Brazil
Pão Na Chapa and Pão De Queijo are the two types of bread offered at McDonalds for
breakfast. Pão Na Chapa is bread served with butter and Pão De Queijo is bread served with
cheese. In addition, another major highlight of McDonald's Brazil menu is the Cheddar
McMelt.
India
Unsurprisingly, McDonald's in India has a predominantly vegetarian menu to cater to
customers who don't eat beef or meat at all, and most of the menu has Indian spices and hot
sauces.
Their breakfast menu includes Veg Pizza McPuff, vegetarian pizza pockets, Maharaja
Mac, a chicken version of the Big Mac, as well as a vegetarian version with a patty made
from corn and cheese. McDonald's India also serves many dishes made from paneer, which
is similar to hard cottage cheese, such as the McSpicy Paneer burger or Spicy Paneer Wrap.
Morocco
The meat used at McDonalds Morocco is halal, meaning it is prepared in accordance
with Islamic law and the Quran. They serve staple foods like Big Macs and Happy Meals.
They also have specialty menus such as McArabia, a chicken sandwich with Moroccan
spices in pita bread, which is also found in other Arab countries. In addition, McDonald's
Morocco also serves the Gambas burger, whose patty is made from shrimp instead of meat.
France
McDonald's in France is much more elegant than the usual. They offer the Blue
Cheese Burger, the Alpine Burger with three types of cheese, the McBaguette, and a fancy
burger served with a fork and knife.
McDonald's France locations also emphasize the McCafé section of the restaurant,
serving a variety of baked goods in glass displays and elegant drinks such as creamy
cappuccinos served in glass cups instead of plastic like other McDonald's drinks. In
addition, McDonald's France also has stand-alone McCafé locations unlike McDonald's in
other countries where McDonald's and McCafé are in one location.
McDonald's France is also one of the outlets that have been using automated cash
registers similar to ATMs for a long time, long before McDonald's United States adopted
them. The machine aims to speed up service during long queues.
Mexico
McDonald's Mexico packs a lot of flavor into their menu. They offer the Pico
Guacamole Burger as well as Jalapeño Poppers. Their signature menu for breakfast is
McMollettes. They also have Queso pies and sauces that can only be found at McDonald's
Mexico which are salsa verde and chimichurri.
United States
McDonald's United States itself offers traditional United States food menus that are
combined into more modern food such as the McD Nasi Uduk menu with Sambal Terasi,
McD Chicken Porridge which is used in the breakfast category menu, Rica-Rica Chicken
Rice, Rica-Rica Fish Rice, and Klepon Cake.
Based on this study, it can be concluded that although McDonald's has a positioning in
the minds of consumers as a fast food outlet that sells burgers and crispy chicken, they carry
out a strategy of adjusting to the different tastes and cultural habits of various regions.
McDonald's pays attention to the different regional eating habits in different regions in each
country of McDonald's branches, and develops new products that meet local tastes and
regional characteristics. From a corporate perspective, "integration" makes the brand
strategies of different countries and regions the same, and there will be no differentiated
development. "Differentiation" allows McDonald's to be recognized by local consumers,
and emotionally increases consumers' favorability to the company, so that McDonald's can
promote consumer consumption (Wu & Ma, 2021).
Meeting the Needs of Key Audiences
McDonald's has a wide market so they need to identify the market or audience of their
business. To build a long-term business and win market share, it is important to retain
people once they become customers. Customers are not all the same. Market research
identifies different types of customers.
Before the existence of delivery services, consumer behavior in making purchases on
food products was to come to a physical store location, just like McDonald's consumers who
had to come first to get what they needed or wanted with each having different reasons.
McDonald's can tailor communication to the needs of specific groups. It is their needs that
determine the types of products and services offered, the prices charged, the promotions
made, and the location of the restaurant.
The first audience is parents who have children, McDonald's gives them a menu
selection for children and adults. For example, for children there is a Happy Meal menu and
for adults there is Spicy Chicken or Cola. In addition, McDonald's also provides seats for
toddlers. For the children to adult audience, McDonald's provides a playground and
McDonald's statue. The bright colors (red and yellow) are also an attraction for children.
Another audience is that workers are McDonald's, which is fast food, able to provide
fast service of no more than 15 minutes so that McDonald's can provide solutions for time.
The last audience is teenagers, McDonald's can provide free internet service and a
comfortable place.
Conclusion
This research primarily focuses on McDonald's marketing strategy in United States.
The first focuses on the use of marketing localization which leads to product and cultural
diversification and the second is related to meeting the needs of key audiences. Marketing
localization involves McDonald's combining United States characteristics with local culture
and food characteristics such as the use of sambal terasi, which is typical of United States,
which is then combined with the addition of services such as the internet, play areas, special
seats for toddlers, and others that aim to meet the various needs of their consumers or
audiences. This strategy allowed McDonald's to grow very rapidly in the United States
market in a short time. However, there are still some shortcomings in this study. For
example, the location and area of each store were not asked, and only rough statistics can be
made. Future research could especially explore how McDonald's chose the emerging
consumer groups, and why it chose them.
Product and Cultural Diversification
In entering the international or global market, McDonald's chooses a franchise model,
uniquely McDonald's makes cultural adjustments in each market country. They realize that
each country has cultural differences including taste, which then creates additional menus.
The following are some examples of the implementation of cultural differences at
McDonald's International outlets:
Thailand
In Thailand, McDonald's has 3 signature menus which are Samurai Pork Burger, Corn
Pie, and Pineapple Pie.
Japan
McDonald's Japan has a Filet-O-Fish menu, although it is available at McDonald's
US, but instead, they offer this staple as a breakfast item. McDonald's Japan also serves
squid ink burgers (with black buns) and Daigaku Imo fries. McDonald's Japan also serves a
variant of chocolate-covered fries.
Norway
McDonald's Norway restaurant offers menu items such as Chilli Cheese tops (which
are like cheese poppers), pasta salad, and some fish items. They also serve breakfast
sandwiches with Brunost, which is a traditional Norwegian cheese.
Brazil
Pão Na Chapa and Pão De Queijo are the two types of bread offered at McDonalds for
breakfast. Pão Na Chapa is bread served with butter and Pão De Queijo is bread served with
cheese. In addition, another major highlight of McDonald's Brazil menu is the Cheddar
McMelt.
India
Unsurprisingly, McDonald's in India has a predominantly vegetarian menu to cater to
customers who don't eat beef or meat at all, and most of the menu has Indian spices and hot
sauces.
Their breakfast menu includes Veg Pizza McPuff, vegetarian pizza pockets, Maharaja
Mac, a chicken version of the Big Mac, as well as a vegetarian version with a patty made
from corn and cheese. McDonald's India also serves many dishes made from paneer, which
is similar to hard cottage cheese, such as the McSpicy Paneer burger or Spicy Paneer Wrap.
Morocco
The meat used at McDonalds Morocco is halal, meaning it is prepared in accordance
with Islamic law and the Quran. They serve staple foods like Big Macs and Happy Meals.
They also have specialty menus such as McArabia, a chicken sandwich with Moroccan
spices in pita bread, which is also found in other Arab countries. In addition, McDonald's
Morocco also serves the Gambas burger, whose patty is made from shrimp instead of meat.
France
McDonald's in France is much more elegant than the usual. They offer the Blue
Cheese Burger, the Alpine Burger with three types of cheese, the McBaguette, and a fancy
burger served with a fork and knife.
McDonald's France locations also emphasize the McCafé section of the restaurant,
serving a variety of baked goods in glass displays and elegant drinks such as creamy
cappuccinos served in glass cups instead of plastic like other McDonald's drinks. In
addition, McDonald's France also has stand-alone McCafé locations unlike McDonald's in
other countries where McDonald's and McCafé are in one location.
McDonald's France is also one of the outlets that have been using automated cash
registers similar to ATMs for a long time, long before McDonald's United States adopted
them. The machine aims to speed up service during long queues.
Mexico
McDonald's Mexico packs a lot of flavor into their menu. They offer the Pico
Guacamole Burger as well as Jalapeño Poppers. Their signature menu for breakfast is
McMollettes. They also have Queso pies and sauces that can only be found at McDonald's
Mexico which are salsa verde and chimichurri.
United States
McDonald's United States itself offers traditional United States food menus that are
combined into more modern food such as the McD Nasi Uduk menu with Sambal Terasi,
McD Chicken Porridge which is used in the breakfast category menu, Rica-Rica Chicken
Rice, Rica-Rica Fish Rice, and Klepon Cake.
Based on this study, it can be concluded that although McDonald's has a positioning in
the minds of consumers as a fast food outlet that sells burgers and crispy chicken, they carry
out a strategy of adjusting to the different tastes and cultural habits of various regions.
McDonald's pays attention to the different regional eating habits in different regions in each
country of McDonald's branches, and develops new products that meet local tastes and
regional characteristics. From a corporate perspective, "integration" makes the brand
strategies of different countries and regions the same, and there will be no differentiated
development. "Differentiation" allows McDonald's to be recognized by local consumers,
and emotionally increases consumers' favorability to the company, so that McDonald's can
promote consumer consumption (Wu & Ma, 2021).
Meeting the Needs of Key Audiences
McDonald's has a wide market so they need to identify the market or audience of their
business. To build a long-term business and win market share, it is important to retain
people once they become customers. Customers are not all the same. Market research
identifies different types of customers.
Before the existence of delivery services, consumer behavior in making purchases on
food products was to come to a physical store location, just like McDonald's consumers who
had to come first to get what they needed or wanted with each having different reasons.
McDonald's can tailor communication to the needs of specific groups. It is their needs that
determine the types of products and services offered, the prices charged, the promotions
made, and the location of the restaurant.
The first audience is parents who have children, McDonald's gives them a menu
selection for children and adults. For example, for children there is a Happy Meal menu and
for adults there is Spicy Chicken or Cola. In addition, McDonald's also provides seats for
toddlers. For the children to adult audience, McDonald's provides a playground and
McDonald's statue. The bright colors (red and yellow) are also an attraction for children.
Another audience is that workers are McDonald's, which is fast food, able to provide
fast service of no more than 15 minutes so that McDonald's can provide solutions for time.
The last audience is teenagers, McDonald's can provide free internet service and a
comfortable place.
Conclusion
This research primarily focuses on McDonald's marketing strategy in United States.
The first focuses on the use of marketing localization which leads to product and cultural
diversification and the second is related to meeting the needs of key audiences. Marketing
localization involves McDonald's combining United States characteristics with local culture
and food characteristics such as the use of sambal terasi, which is typical of United States,
which is then combined with the addition of services such as the internet, play areas, special
seats for toddlers, and others that aim to meet the various needs of their consumers or
audiences. This strategy allowed McDonald's to grow very rapidly in the United States
market in a short time. However, there are still some shortcomings in this study. For
example, the location and area of each store were not asked, and only rough statistics can be
made. Future research could especially explore how McDonald's chose the emerging
consumer groups, and why it chose them.
Product and Cultural Diversification
In entering the international or global market, McDonald's chooses a franchise model,
uniquely McDonald's makes cultural adjustments in each market country. They realize that
each country has cultural differences including taste, which then creates additional menus.
The following are some examples of the implementation of cultural differences at
McDonald's International outlets:
Thailand
In Thailand, McDonald's has 3 signature menus which are Samurai Pork Burger, Corn
Pie, and Pineapple Pie.
Japan
McDonald's Japan has a Filet-O-Fish menu, although it is available at McDonald's
US, but instead, they offer this staple as a breakfast item. McDonald's Japan also serves
squid ink burgers (with black buns) and Daigaku Imo fries. McDonald's Japan also serves a
variant of chocolate-covered fries.
Norway
McDonald's Norway restaurant offers menu items such as Chilli Cheese tops (which
are like cheese poppers), pasta salad, and some fish items. They also serve breakfast
sandwiches with Brunost, which is a traditional Norwegian cheese.
Brazil
Pão Na Chapa and Pão De Queijo are the two types of bread offered at McDonalds for
breakfast. Pão Na Chapa is bread served with butter and Pão De Queijo is bread served with
cheese. In addition, another major highlight of McDonald's Brazil menu is the Cheddar
McMelt.
India
Unsurprisingly, McDonald's in India has a predominantly vegetarian menu to cater to
customers who don't eat beef or meat at all, and most of the menu has Indian spices and hot
sauces.
Their breakfast menu includes Veg Pizza McPuff, vegetarian pizza pockets, Maharaja
Mac, a chicken version of the Big Mac, as well as a vegetarian version with a patty made
from corn and cheese. McDonald's India also serves many dishes made from paneer, which
is similar to hard cottage cheese, such as the McSpicy Paneer burger or Spicy Paneer Wrap.
Morocco
The meat used at McDonalds Morocco is halal, meaning it is prepared in accordance
with Islamic law and the Quran. They serve staple foods like Big Macs and Happy Meals.
They also have specialty menus such as McArabia, a chicken sandwich with Moroccan
spices in pita bread, which is also found in other Arab countries. In addition, McDonald's
Morocco also serves the Gambas burger, whose patty is made from shrimp instead of meat.
France
McDonald's in France is much more elegant than the usual. They offer the Blue
Cheese Burger, the Alpine Burger with three types of cheese, the McBaguette, and a fancy
burger served with a fork and knife.
McDonald's France locations also emphasize the McCafé section of the restaurant,
serving a variety of baked goods in glass displays and elegant drinks such as creamy
cappuccinos served in glass cups instead of plastic like other McDonald's drinks. In
addition, McDonald's France also has stand-alone McCafé locations unlike McDonald's in
other countries where McDonald's and McCafé are in one location.
McDonald's France is also one of the outlets that have been using automated cash
registers similar to ATMs for a long time, long before McDonald's United States adopted
them. The machine aims to speed up service during long queues.
Mexico
McDonald's Mexico packs a lot of flavor into their menu. They offer the Pico
Guacamole Burger as well as Jalapeño Poppers. Their signature menu for breakfast is
McMollettes. They also have Queso pies and sauces that can only be found at McDonald's
Mexico which are salsa verde and chimichurri.
United States
McDonald's United States itself offers traditional United States food menus that are
combined into more modern food such as the McD Nasi Uduk menu with Sambal Terasi,
McD Chicken Porridge which is used in the breakfast category menu, Rica-Rica Chicken
Rice, Rica-Rica Fish Rice, and Klepon Cake.
Based on this study, it can be concluded that although McDonald's has a positioning in
the minds of consumers as a fast food outlet that sells burgers and crispy chicken, they carry
out a strategy of adjusting to the different tastes and cultural habits of various regions.
McDonald's pays attention to the different regional eating habits in different regions in each
country of McDonald's branches, and develops new products that meet local tastes and
regional characteristics. From a corporate perspective, "integration" makes the brand
strategies of different countries and regions the same, and there will be no differentiated
development. "Differentiation" allows McDonald's to be recognized by local consumers,
and emotionally increases consumers' favorability to the company, so that McDonald's can
promote consumer consumption (Wu & Ma, 2021).
Meeting the Needs of Key Audiences
McDonald's has a wide market so they need to identify the market or audience of their
business. To build a long-term business and win market share, it is important to retain
people once they become customers. Customers are not all the same. Market research
identifies different types of customers.
Before the existence of delivery services, consumer behavior in making purchases on
food products was to come to a physical store location, just like McDonald's consumers who
had to come first to get what they needed or wanted with each having different reasons.
McDonald's can tailor communication to the needs of specific groups. It is their needs that
determine the types of products and services offered, the prices charged, the promotions
made, and the location of the restaurant.
The first audience is parents who have children, McDonald's gives them a menu
selection for children and adults. For example, for children there is a Happy Meal menu and
for adults there is Spicy Chicken or Cola. In addition, McDonald's also provides seats for
toddlers. For the children to adult audience, McDonald's provides a playground and
McDonald's statue. The bright colors (red and yellow) are also an attraction for children.
Another audience is that workers are McDonald's, which is fast food, able to provide
fast service of no more than 15 minutes so that McDonald's can provide solutions for time.
The last audience is teenagers, McDonald's can provide free internet service and a
comfortable place.
Conclusion
This research primarily focuses on McDonald's marketing strategy in United States.
The first focuses on the use of marketing localization which leads to product and cultural
diversification and the second is related to meeting the needs of key audiences. Marketing
localization involves McDonald's combining United States characteristics with local culture
and food characteristics such as the use of sambal terasi, which is typical of United States,
which is then combined with the addition of services such as the internet, play areas, special
seats for toddlers, and others that aim to meet the various needs of their consumers or
audiences. This strategy allowed McDonald's to grow very rapidly in the United States
market in a short time. However, there are still some shortcomings in this study. For
example, the location and area of each store were not asked, and only rough statistics can be
made. Future research could especially explore how McDonald's chose the emerging
consumer groups, and why it chose them.
Product and Cultural Diversification
In entering the international or global market, McDonald's chooses a franchise model,
uniquely McDonald's makes cultural adjustments in each market country. They realize that
each country has cultural differences including taste, which then creates additional menus.
The following are some examples of the implementation of cultural differences at
McDonald's International outlets:
Thailand
In Thailand, McDonald's has 3 signature menus which are Samurai Pork Burger, Corn
Pie, and Pineapple Pie.
Japan
McDonald's Japan has a Filet-O-Fish menu, although it is available at McDonald's
US, but instead, they offer this staple as a breakfast item. McDonald's Japan also serves
squid ink burgers (with black buns) and Daigaku Imo fries. McDonald's Japan also serves a
variant of chocolate-covered fries.
Norway
McDonald's Norway restaurant offers menu items such as Chilli Cheese tops (which
are like cheese poppers), pasta salad, and some fish items. They also serve breakfast
sandwiches with Brunost, which is a traditional Norwegian cheese.
Brazil
Pão Na Chapa and Pão De Queijo are the two types of bread offered at McDonalds for
breakfast. Pão Na Chapa is bread served with butter and Pão De Queijo is bread served with
cheese. In addition, another major highlight of McDonald's Brazil menu is the Cheddar
McMelt.
India
Unsurprisingly, McDonald's in India has a predominantly vegetarian menu to cater to
customers who don't eat beef or meat at all, and most of the menu has Indian spices and hot
sauces.
Their breakfast menu includes Veg Pizza McPuff, vegetarian pizza pockets, Maharaja
Mac, a chicken version of the Big Mac, as well as a vegetarian version with a patty made
from corn and cheese. McDonald's India also serves many dishes made from paneer, which
is similar to hard cottage cheese, such as the McSpicy Paneer burger or Spicy Paneer Wrap.
Morocco
The meat used at McDonalds Morocco is halal, meaning it is prepared in accordance
with Islamic law and the Quran. They serve staple foods like Big Macs and Happy Meals.
They also have specialty menus such as McArabia, a chicken sandwich with Moroccan
spices in pita bread, which is also found in other Arab countries. In addition, McDonald's
Morocco also serves the Gambas burger, whose patty is made from shrimp instead of meat.
France
McDonald's in France is much more elegant than the usual. They offer the Blue
Cheese Burger, the Alpine Burger with three types of cheese, the McBaguette, and a fancy
burger served with a fork and knife.
McDonald's France locations also emphasize the McCafé section of the restaurant,
serving a variety of baked goods in glass displays and elegant drinks such as creamy
cappuccinos served in glass cups instead of plastic like other McDonald's drinks. In
addition, McDonald's France also has stand-alone McCafé locations unlike McDonald's in
other countries where McDonald's and McCafé are in one location.
McDonald's France is also one of the outlets that have been using automated cash
registers similar to ATMs for a long time, long before McDonald's United States adopted
them. The machine aims to speed up service during long queues.
Mexico
McDonald's Mexico packs a lot of flavor into their menu. They offer the Pico
Guacamole Burger as well as Jalapeño Poppers. Their signature menu for breakfast is
McMollettes. They also have Queso pies and sauces that can only be found at McDonald's
Mexico which are salsa verde and chimichurri.
United States
McDonald's United States itself offers traditional United States food menus that are
combined into more modern food such as the McD Nasi Uduk menu with Sambal Terasi,
McD Chicken Porridge which is used in the breakfast category menu, Rica-Rica Chicken
Rice, Rica-Rica Fish Rice, and Klepon Cake.
Based on this study, it can be concluded that although McDonald's has a positioning in
the minds of consumers as a fast food outlet that sells burgers and crispy chicken, they carry
out a strategy of adjusting to the different tastes and cultural habits of various regions.
McDonald's pays attention to the different regional eating habits in different regions in each
country of McDonald's branches, and develops new products that meet local tastes and
regional characteristics. From a corporate perspective, "integration" makes the brand
strategies of different countries and regions the same, and there will be no differentiated
development. "Differentiation" allows McDonald's to be recognized by local consumers,
and emotionally increases consumers' favorability to the company, so that McDonald's can
promote consumer consumption (Wu & Ma, 2021).
Meeting the Needs of Key Audiences
McDonald's has a wide market so they need to identify the market or audience of their
business. To build a long-term business and win market share, it is important to retain
people once they become customers. Customers are not all the same. Market research
identifies different types of customers.
Before the existence of delivery services, consumer behavior in making purchases on
food products was to come to a physical store location, just like McDonald's consumers who
had to come first to get what they needed or wanted with each having different reasons.
McDonald's can tailor communication to the needs of specific groups. It is their needs that
determine the types of products and services offered, the prices charged, the promotions
made, and the location of the restaurant.
The first audience is parents who have children, McDonald's gives them a menu
selection for children and adults. For example, for children there is a Happy Meal menu and
for adults there is Spicy Chicken or Cola. In addition, McDonald's also provides seats for
toddlers. For the children to adult audience, McDonald's provides a playground and
McDonald's statue. The bright colors (red and yellow) are also an attraction for children.
Another audience is that workers are McDonald's, which is fast food, able to provide
fast service of no more than 15 minutes so that McDonald's can provide solutions for time.
The last audience is teenagers, McDonald's can provide free internet service and a
comfortable place.
Conclusion
This research primarily focuses on McDonald's marketing strategy in United States.
The first focuses on the use of marketing localization which leads to product and cultural
diversification and the second is related to meeting the needs of key audiences. Marketing
localization involves McDonald's combining United States characteristics with local culture
and food characteristics such as the use of sambal terasi, which is typical of United States,
which is then combined with the addition of services such as the internet, play areas, special
seats for toddlers, and others that aim to meet the various needs of their consumers or
audiences. This strategy allowed McDonald's to grow very rapidly in the United States
market in a short time. However, there are still some shortcomings in this study. For
example, the location and area of each store were not asked, and only rough statistics can be
made. Future research could especially explore how McDonald's chose the emerging
consumer groups, and why it chose them.
Product and Cultural Diversification
In entering the international or global market, McDonald's chooses a franchise model,
uniquely McDonald's makes cultural adjustments in each market country. They realize that
each country has cultural differences including taste, which then creates additional menus.
The following are some examples of the implementation of cultural differences at
McDonald's International outlets:
Thailand
In Thailand, McDonald's has 3 signature menus which are Samurai Pork Burger, Corn
Pie, and Pineapple Pie.
Japan
McDonald's Japan has a Filet-O-Fish menu, although it is available at McDonald's
US, but instead, they offer this staple as a breakfast item. McDonald's Japan also serves
squid ink burgers (with black buns) and Daigaku Imo fries. McDonald's Japan also serves a
variant of chocolate-covered fries.
Norway
McDonald's Norway restaurant offers menu items such as Chilli Cheese tops (which
are like cheese poppers), pasta salad, and some fish items. They also serve breakfast
sandwiches with Brunost, which is a traditional Norwegian cheese.
Brazil
Pão Na Chapa and Pão De Queijo are the two types of bread offered at McDonalds for
breakfast. Pão Na Chapa is bread served with butter and Pão De Queijo is bread served with
cheese. In addition, another major highlight of McDonald's Brazil menu is the Cheddar
McMelt.
India
Unsurprisingly, McDonald's in India has a predominantly vegetarian menu to cater to
customers who don't eat beef or meat at all, and most of the menu has Indian spices and hot
sauces.
Their breakfast menu includes Veg Pizza McPuff, vegetarian pizza pockets, Maharaja
Mac, a chicken version of the Big Mac, as well as a vegetarian version with a patty made
from corn and cheese. McDonald's India also serves many dishes made from paneer, which
is similar to hard cottage cheese, such as the McSpicy Paneer burger or Spicy Paneer Wrap.
Morocco
The meat used at McDonalds Morocco is halal, meaning it is prepared in accordance
with Islamic law and the Quran. They serve staple foods like Big Macs and Happy Meals.
They also have specialty menus such as McArabia, a chicken sandwich with Moroccan
spices in pita bread, which is also found in other Arab countries. In addition, McDonald's
Morocco also serves the Gambas burger, whose patty is made from shrimp instead of meat.
France
McDonald's in France is much more elegant than the usual. They offer the Blue
Cheese Burger, the Alpine Burger with three types of cheese, the McBaguette, and a fancy
burger served with a fork and knife.
McDonald's France locations also emphasize the McCafé section of the restaurant,
serving a variety of baked goods in glass displays and elegant drinks such as creamy
cappuccinos served in glass cups instead of plastic like other McDonald's drinks. In
addition, McDonald's France also has stand-alone McCafé locations unlike McDonald's in
other countries where McDonald's and McCafé are in one location.
McDonald's France is also one of the outlets that have been using automated cash
registers similar to ATMs for a long time, long before McDonald's United States adopted
them. The machine aims to speed up service during long queues.
Mexico
McDonald's Mexico packs a lot of flavor into their menu. They offer the Pico
Guacamole Burger as well as Jalapeño Poppers. Their signature menu for breakfast is
McMollettes. They also have Queso pies and sauces that can only be found at McDonald's
Mexico which are salsa verde and chimichurri.
United States
McDonald's United States itself offers traditional United States food menus that are
combined into more modern food such as the McD Nasi Uduk menu with Sambal Terasi,
McD Chicken Porridge which is used in the breakfast category menu, Rica-Rica Chicken
Rice, Rica-Rica Fish Rice, and Klepon Cake.
Based on this study, it can be concluded that although McDonald's has a positioning in
the minds of consumers as a fast food outlet that sells burgers and crispy chicken, they carry
out a strategy of adjusting to the different tastes and cultural habits of various regions.
McDonald's pays attention to the different regional eating habits in different regions in each
country of McDonald's branches, and develops new products that meet local tastes and
regional characteristics. From a corporate perspective, "integration" makes the brand
strategies of different countries and regions the same, and there will be no differentiated
development. "Differentiation" allows McDonald's to be recognized by local consumers,
and emotionally increases consumers' favorability to the company, so that McDonald's can
promote consumer consumption (Wu & Ma, 2021).
Meeting the Needs of Key Audiences
McDonald's has a wide market so they need to identify the market or audience of their
business. To build a long-term business and win market share, it is important to retain
people once they become customers. Customers are not all the same. Market research
identifies different types of customers.
Before the existence of delivery services, consumer behavior in making purchases on
food products was to come to a physical store location, just like McDonald's consumers who
had to come first to get what they needed or wanted with each having different reasons.
McDonald's can tailor communication to the needs of specific groups. It is their needs that
determine the types of products and services offered, the prices charged, the promotions
made, and the location of the restaurant.
The first audience is parents who have children, McDonald's gives them a menu
selection for children and adults. For example, for children there is a Happy Meal menu and
for adults there is Spicy Chicken or Cola. In addition, McDonald's also provides seats for
toddlers. For the children to adult audience, McDonald's provides a playground and
McDonald's statue. The bright colors (red and yellow) are also an attraction for children.
Another audience is that workers are McDonald's, which is fast food, able to provide
fast service of no more than 15 minutes so that McDonald's can provide solutions for time.
The last audience is teenagers, McDonald's can provide free internet service and a
comfortable place.
Conclusion
This research primarily focuses on McDonald's marketing strategy in United States.
The first focuses on the use of marketing localization which leads to product and cultural
diversification and the second is related to meeting the needs of key audiences. Marketing
localization involves McDonald's combining United States characteristics with local culture
and food characteristics such as the use of sambal terasi, which is typical of United States,
which is then combined with the addition of services such as the internet, play areas, special
seats for toddlers, and others that aim to meet the various needs of their consumers or
audiences. This strategy allowed McDonald's to grow very rapidly in the United States
market in a short time. However, there are still some shortcomings in this study. For
example, the location and area of each store were not asked, and only rough statistics can be
made. Future research could especially explore how McDonald's chose the emerging
consumer groups, and why it chose them.
Product and Cultural Diversification
In entering the international or global market, McDonald's chooses a franchise model,
uniquely McDonald's makes cultural adjustments in each market country. They realize that
each country has cultural differences including taste, which then creates additional menus.
The following are some examples of the implementation of cultural differences at
McDonald's International outlets:
Thailand
In Thailand, McDonald's has 3 signature menus which are Samurai Pork Burger, Corn
Pie, and Pineapple Pie.
Japan
McDonald's Japan has a Filet-O-Fish menu, although it is available at McDonald's
US, but instead, they offer this staple as a breakfast item. McDonald's Japan also serves
squid ink burgers (with black buns) and Daigaku Imo fries. McDonald's Japan also serves a
variant of chocolate-covered fries.
Norway
McDonald's Norway restaurant offers menu items such as Chilli Cheese tops (which
are like cheese poppers), pasta salad, and some fish items. They also serve breakfast
sandwiches with Brunost, which is a traditional Norwegian cheese.
Brazil
Pão Na Chapa and Pão De Queijo are the two types of bread offered at McDonalds for
breakfast. Pão Na Chapa is bread served with butter and Pão De Queijo is bread served with
cheese. In addition, another major highlight of McDonald's Brazil menu is the Cheddar
McMelt.
India
Unsurprisingly, McDonald's in India has a predominantly vegetarian menu to cater to
customers who don't eat beef or meat at all, and most of the menu has Indian spices and hot
sauces.
Their breakfast menu includes Veg Pizza McPuff, vegetarian pizza pockets, Maharaja
Mac, a chicken version of the Big Mac, as well as a vegetarian version with a patty made
from corn and cheese. McDonald's India also serves many dishes made from paneer, which
is similar to hard cottage cheese, such as the McSpicy Paneer burger or Spicy Paneer Wrap.
Morocco
The meat used at McDonalds Morocco is halal, meaning it is prepared in accordance
with Islamic law and the Quran. They serve staple foods like Big Macs and Happy Meals.
They also have specialty menus such as McArabia, a chicken sandwich with Moroccan
spices in pita bread, which is also found in other Arab countries. In addition, McDonald's
Morocco also serves the Gambas burger, whose patty is made from shrimp instead of meat.
France
McDonald's in France is much more elegant than the usual. They offer the Blue
Cheese Burger, the Alpine Burger with three types of cheese, the McBaguette, and a fancy
burger served with a fork and knife.
McDonald's France locations also emphasize the McCafé section of the restaurant,
serving a variety of baked goods in glass displays and elegant drinks such as creamy
cappuccinos served in glass cups instead of plastic like other McDonald's drinks. In
addition, McDonald's France also has stand-alone McCafé locations unlike McDonald's in
other countries where McDonald's and McCafé are in one location.
McDonald's France is also one of the outlets that have been using automated cash
registers similar to ATMs for a long time, long before McDonald's United States adopted
them. The machine aims to speed up service during long queues.
Mexico
McDonald's Mexico packs a lot of flavor into their menu. They offer the Pico
Guacamole Burger as well as Jalapeño Poppers. Their signature menu for breakfast is
McMollettes. They also have Queso pies and sauces that can only be found at McDonald's
Mexico which are salsa verde and chimichurri.
United States
McDonald's United States itself offers traditional United States food menus that are
combined into more modern food such as the McD Nasi Uduk menu with Sambal Terasi,
McD Chicken Porridge which is used in the breakfast category menu, Rica-Rica Chicken
Rice, Rica-Rica Fish Rice, and Klepon Cake.
Based on this study, it can be concluded that although McDonald's has a positioning in
the minds of consumers as a fast food outlet that sells burgers and crispy chicken, they carry
out a strategy of adjusting to the different tastes and cultural habits of various regions.
McDonald's pays attention to the different regional eating habits in different regions in each
country of McDonald's branches, and develops new products that meet local tastes and
regional characteristics. From a corporate perspective, "integration" makes the brand
strategies of different countries and regions the same, and there will be no differentiated
development. "Differentiation" allows McDonald's to be recognized by local consumers,
and emotionally increases consumers' favorability to the company, so that McDonald's can
promote consumer consumption (Wu & Ma, 2021).
Meeting the Needs of Key Audiences
McDonald's has a wide market so they need to identify the market or audience of their
business. To build a long-term business and win market share, it is important to retain
people once they become customers. Customers are not all the same. Market research
identifies different types of customers.
Before the existence of delivery services, consumer behavior in making purchases on
food products was to come to a physical store location, just like McDonald's consumers who
had to come first to get what they needed or wanted with each having different reasons.
McDonald's can tailor communication to the needs of specific groups. It is their needs that
determine the types of products and services offered, the prices charged, the promotions
made, and the location of the restaurant.
The first audience is parents who have children, McDonald's gives them a menu
selection for children and adults. For example, for children there is a Happy Meal menu and
for adults there is Spicy Chicken or Cola. In addition, McDonald's also provides seats for
toddlers. For the children to adult audience, McDonald's provides a playground and
McDonald's statue. The bright colors (red and yellow) are also an attraction for children.
Another audience is that workers are McDonald's, which is fast food, able to provide
fast service of no more than 15 minutes so that McDonald's can provide solutions for time.
The last audience is teenagers, McDonald's can provide free internet service and a
comfortable place.
Conclusion
This research primarily focuses on McDonald's marketing strategy in United States.
The first focuses on the use of marketing localization which leads to product and cultural
diversification and the second is related to meeting the needs of key audiences. Marketing
localization involves McDonald's combining United States characteristics with local culture
and food characteristics such as the use of sambal terasi, which is typical of United States,
which is then combined with the addition of services such as the internet, play areas, special
seats for toddlers, and others that aim to meet the various needs of their consumers or
audiences. This strategy allowed McDonald's to grow very rapidly in the United States
market in a short time. However, there are still some shortcomings in this study. For
example, the location and area of each store were not asked, and only rough statistics can be
made. Future research could especially explore how McDonald's chose the emerging
consumer groups, and why it chose them.
Product and Cultural Diversification
In entering the international or global market, McDonald's chooses a franchise model,
uniquely McDonald's makes cultural adjustments in each market country. They realize that
each country has cultural differences including taste, which then creates additional menus.
The following are some examples of the implementation of cultural differences at
McDonald's International outlets:
Thailand
In Thailand, McDonald's has 3 signature menus which are Samurai Pork Burger, Corn
Pie, and Pineapple Pie.
Japan
McDonald's Japan has a Filet-O-Fish menu, although it is available at McDonald's
US, but instead, they offer this staple as a breakfast item. McDonald's Japan also serves
squid ink burgers (with black buns) and Daigaku Imo fries. McDonald's Japan also serves a
variant of chocolate-covered fries.
Norway
McDonald's Norway restaurant offers menu items such as Chilli Cheese tops (which
are like cheese poppers), pasta salad, and some fish items. They also serve breakfast
sandwiches with Brunost, which is a traditional Norwegian cheese.
Brazil
Pão Na Chapa and Pão De Queijo are the two types of bread offered at McDonalds for
breakfast. Pão Na Chapa is bread served with butter and Pão De Queijo is bread served with
cheese. In addition, another major highlight of McDonald's Brazil menu is the Cheddar
McMelt.
India
Unsurprisingly, McDonald's in India has a predominantly vegetarian menu to cater to
customers who don't eat beef or meat at all, and most of the menu has Indian spices and hot
sauces.
Their breakfast menu includes Veg Pizza McPuff, vegetarian pizza pockets, Maharaja
Mac, a chicken version of the Big Mac, as well as a vegetarian version with a patty made
from corn and cheese. McDonald's India also serves many dishes made from paneer, which
is similar to hard cottage cheese, such as the McSpicy Paneer burger or Spicy Paneer Wrap.
Morocco
The meat used at McDonalds Morocco is halal, meaning it is prepared in accordance
with Islamic law and the Quran. They serve staple foods like Big Macs and Happy Meals.
They also have specialty menus such as McArabia, a chicken sandwich with Moroccan
spices in pita bread, which is also found in other Arab countries. In addition, McDonald's
Morocco also serves the Gambas burger, whose patty is made from shrimp instead of meat.
France
McDonald's in France is much more elegant than the usual. They offer the Blue
Cheese Burger, the Alpine Burger with three types of cheese, the McBaguette, and a fancy
burger served with a fork and knife.
McDonald's France locations also emphasize the McCafé section of the restaurant,
serving a variety of baked goods in glass displays and elegant drinks such as creamy
cappuccinos served in glass cups instead of plastic like other McDonald's drinks. In
addition, McDonald's France also has stand-alone McCafé locations unlike McDonald's in
other countries where McDonald's and McCafé are in one location.
McDonald's France is also one of the outlets that have been using automated cash
registers similar to ATMs for a long time, long before McDonald's United States adopted
them. The machine aims to speed up service during long queues.
Mexico
McDonald's Mexico packs a lot of flavor into their menu. They offer the Pico
Guacamole Burger as well as Jalapeño Poppers. Their signature menu for breakfast is
McMollettes. They also have Queso pies and sauces that can only be found at McDonald's
Mexico which are salsa verde and chimichurri.
United States
McDonald's United States itself offers traditional United States food menus that are
combined into more modern food such as the McD Nasi Uduk menu with Sambal Terasi,
McD Chicken Porridge which is used in the breakfast category menu, Rica-Rica Chicken
Rice, Rica-Rica Fish Rice, and Klepon Cake.
Based on this study, it can be concluded that although McDonald's has a positioning in
the minds of consumers as a fast food outlet that sells burgers and crispy chicken, they carry
out a strategy of adjusting to the different tastes and cultural habits of various regions.
McDonald's pays attention to the different regional eating habits in different regions in each
country of McDonald's branches, and develops new products that meet local tastes and
regional characteristics. From a corporate perspective, "integration" makes the brand
strategies of different countries and regions the same, and there will be no differentiated
development. "Differentiation" allows McDonald's to be recognized by local consumers,
and emotionally increases consumers' favorability to the company, so that McDonald's can
promote consumer consumption (Wu & Ma, 2021).
Meeting the Needs of Key Audiences
McDonald's has a wide market so they need to identify the market or audience of their
business. To build a long-term business and win market share, it is important to retain
people once they become customers. Customers are not all the same. Market research
identifies different types of customers.
Before the existence of delivery services, consumer behavior in making purchases on
food products was to come to a physical store location, just like McDonald's consumers who
had to come first to get what they needed or wanted with each having different reasons.
McDonald's can tailor communication to the needs of specific groups. It is their needs that
determine the types of products and services offered, the prices charged, the promotions
made, and the location of the restaurant.
The first audience is parents who have children, McDonald's gives them a menu
selection for children and adults. For example, for children there is a Happy Meal menu and
for adults there is Spicy Chicken or Cola. In addition, McDonald's also provides seats for
toddlers. For the children to adult audience, McDonald's provides a playground and
McDonald's statue. The bright colors (red and yellow) are also an attraction for children.
Another audience is that workers are McDonald's, which is fast food, able to provide
fast service of no more than 15 minutes so that McDonald's can provide solutions for time.
The last audience is teenagers, McDonald's can provide free internet service and a
comfortable place.
Conclusion
This research primarily focuses on McDonald's marketing strategy in United States.
The first focuses on the use of marketing localization which leads to product and cultural
diversification and the second is related to meeting the needs of key audiences. Marketing
localization involves McDonald's combining United States characteristics with local culture
and food characteristics such as the use of sambal terasi, which is typical of United States,
which is then combined with the addition of services such as the internet, play areas, special
seats for toddlers, and others that aim to meet the various needs of their consumers or
audiences. This strategy allowed McDonald's to grow very rapidly in the United States
market in a short time. However, there are still some shortcomings in this study. For
example, the location and area of each store were not asked, and only rough statistics can be
made. Future research could especially explore how McDonald's chose the emerging
consumer groups, and why it chose them.
Product and Cultural Diversification
In entering the international or global market, McDonald's chooses a franchise model,
uniquely McDonald's makes cultural adjustments in each market country. They realize that
each country has cultural differences including taste, which then creates additional menus.
The following are some examples of the implementation of cultural differences at
McDonald's International outlets:
Thailand
In Thailand, McDonald's has 3 signature menus which are Samurai Pork Burger, Corn
Pie, and Pineapple Pie.
Japan
McDonald's Japan has a Filet-O-Fish menu, although it is available at McDonald's
US, but instead, they offer this staple as a breakfast item. McDonald's Japan also serves
squid ink burgers (with black buns) and Daigaku Imo fries. McDonald's Japan also serves a
variant of chocolate-covered fries.
Norway
McDonald's Norway restaurant offers menu items such as Chilli Cheese tops (which
are like cheese poppers), pasta salad, and some fish items. They also serve breakfast
sandwiches with Brunost, which is a traditional Norwegian cheese.
Brazil
Pão Na Chapa and Pão De Queijo are the two types of bread offered at McDonalds for
breakfast. Pão Na Chapa is bread served with butter and Pão De Queijo is bread served with
cheese. In addition, another major highlight of McDonald's Brazil menu is the Cheddar
McMelt.
India
Unsurprisingly, McDonald's in India has a predominantly vegetarian menu to cater to
customers who don't eat beef or meat at all, and most of the menu has Indian spices and hot
sauces.
Their breakfast menu includes Veg Pizza McPuff, vegetarian pizza pockets, Maharaja
Mac, a chicken version of the Big Mac, as well as a vegetarian version with a patty made
from corn and cheese. McDonald's India also serves many dishes made from paneer, which
is similar to hard cottage cheese, such as the McSpicy Paneer burger or Spicy Paneer Wrap.
Morocco
The meat used at McDonalds Morocco is halal, meaning it is prepared in accordance
with Islamic law and the Quran. They serve staple foods like Big Macs and Happy Meals.
They also have specialty menus such as McArabia, a chicken sandwich with Moroccan
spices in pita bread, which is also found in other Arab countries. In addition, McDonald's
Morocco also serves the Gambas burger, whose patty is made from shrimp instead of meat.
France
McDonald's in France is much more elegant than the usual. They offer the Blue
Cheese Burger, the Alpine Burger with three types of cheese, the McBaguette, and a fancy
burger served with a fork and knife.
McDonald's France locations also emphasize the McCafé section of the restaurant,
serving a variety of baked goods in glass displays and elegant drinks such as creamy
cappuccinos served in glass cups instead of plastic like other McDonald's drinks. In
addition, McDonald's France also has stand-alone McCafé locations unlike McDonald's in
other countries where McDonald's and McCafé are in one location.
McDonald's France is also one of the outlets that have been using automated cash
registers similar to ATMs for a long time, long before McDonald's United States adopted
them. The machine aims to speed up service during long queues.
Mexico
McDonald's Mexico packs a lot of flavor into their menu. They offer the Pico
Guacamole Burger as well as Jalapeño Poppers. Their signature menu for breakfast is
McMollettes. They also have Queso pies and sauces that can only be found at McDonald's
Mexico which are salsa verde and chimichurri.
United States
McDonald's United States itself offers traditional United States food menus that are
combined into more modern food such as the McD Nasi Uduk menu with Sambal Terasi,
McD Chicken Porridge which is used in the breakfast category menu, Rica-Rica Chicken
Rice, Rica-Rica Fish Rice, and Klepon Cake.
Based on this study, it can be concluded that although McDonald's has a positioning in
the minds of consumers as a fast food outlet that sells burgers and crispy chicken, they carry
out a strategy of adjusting to the different tastes and cultural habits of various regions.
McDonald's pays attention to the different regional eating habits in different regions in each
country of McDonald's branches, and develops new products that meet local tastes and
regional characteristics. From a corporate perspective, "integration" makes the brand
strategies of different countries and regions the same, and there will be no differentiated
development. "Differentiation" allows McDonald's to be recognized by local consumers,
and emotionally increases consumers' favorability to the company, so that McDonald's can
promote consumer consumption (Wu & Ma, 2021).
Meeting the Needs of Key Audiences
McDonald's has a wide market so they need to identify the market or audience of their
business. To build a long-term business and win market share, it is important to retain
people once they become customers. Customers are not all the same. Market research
identifies different types of customers.
Before the existence of delivery services, consumer behavior in making purchases on
food products was to come to a physical store location, just like McDonald's consumers who
had to come first to get what they needed or wanted with each having different reasons.
McDonald's can tailor communication to the needs of specific groups. It is their needs that
determine the types of products and services offered, the prices charged, the promotions
made, and the location of the restaurant.
The first audience is parents who have children, McDonald's gives them a menu
selection for children and adults. For example, for children there is a Happy Meal menu and
for adults there is Spicy Chicken or Cola. In addition, McDonald's also provides seats for
toddlers. For the children to adult audience, McDonald's provides a playground and
McDonald's statue. The bright colors (red and yellow) are also an attraction for children.
Another audience is that workers are McDonald's, which is fast food, able to provide
fast service of no more than 15 minutes so that McDonald's can provide solutions for time.
The last audience is teenagers, McDonald's can provide free internet service and a
comfortable place.
Conclusion
This research primarily focuses on McDonald's marketing strategy in United States.
The first focuses on the use of marketing localization which leads to product and cultural
diversification and the second is related to meeting the needs of key audiences. Marketing
localization involves McDonald's combining United States characteristics with local culture
and food characteristics such as the use of sambal terasi, which is typical of United States,
which is then combined with the addition of services such as the internet, play areas, special
seats for toddlers, and others that aim to meet the various needs of their consumers or
audiences. This strategy allowed McDonald's to grow very rapidly in the United States
market in a short time. However, there are still some shortcomings in this study. For
example, the location and area of each store were not asked, and only rough statistics can be
made. Future research could especially explore how McDonald's chose the emerging
consumer groups, and why it chose them.
Product and Cultural Diversification
In entering the international or global market, McDonald's chooses a franchise model,
uniquely McDonald's makes cultural adjustments in each market country. They realize that
each country has cultural differences including taste, which then creates additional menus.
The following are some examples of the implementation of cultural differences at
McDonald's International outlets:
Thailand
In Thailand, McDonald's has 3 signature menus which are Samurai Pork Burger, Corn
Pie, and Pineapple Pie.
Japan
McDonald's Japan has a Filet-O-Fish menu, although it is available at McDonald's
US, but instead, they offer this staple as a breakfast item. McDonald's Japan also serves
squid ink burgers (with black buns) and Daigaku Imo fries. McDonald's Japan also serves a
variant of chocolate-covered fries.
Norway
McDonald's Norway restaurant offers menu items such as Chilli Cheese tops (which
are like cheese poppers), pasta salad, and some fish items. They also serve breakfast
sandwiches with Brunost, which is a traditional Norwegian cheese.
Brazil
Pão Na Chapa and Pão De Queijo are the two types of bread offered at McDonalds for
breakfast. Pão Na Chapa is bread served with butter and Pão De Queijo is bread served with
cheese. In addition, another major highlight of McDonald's Brazil menu is the Cheddar
McMelt.
India
Unsurprisingly, McDonald's in India has a predominantly vegetarian menu to cater to
customers who don't eat beef or meat at all, and most of the menu has Indian spices and hot
sauces.
Their breakfast menu includes Veg Pizza McPuff, vegetarian pizza pockets, Maharaja
Mac, a chicken version of the Big Mac, as well as a vegetarian version with a patty made
from corn and cheese. McDonald's India also serves many dishes made from paneer, which
is similar to hard cottage cheese, such as the McSpicy Paneer burger or Spicy Paneer Wrap.
Morocco
The meat used at McDonalds Morocco is halal, meaning it is prepared in accordance
with Islamic law and the Quran. They serve staple foods like Big Macs and Happy Meals.
They also have specialty menus such as McArabia, a chicken sandwich with Moroccan
spices in pita bread, which is also found in other Arab countries. In addition, McDonald's
Morocco also serves the Gambas burger, whose patty is made from shrimp instead of meat.
France
McDonald's in France is much more elegant than the usual. They offer the Blue
Cheese Burger, the Alpine Burger with three types of cheese, the McBaguette, and a fancy
burger served with a fork and knife.
McDonald's France locations also emphasize the McCafé section of the restaurant,
serving a variety of baked goods in glass displays and elegant drinks such as creamy
cappuccinos served in glass cups instead of plastic like other McDonald's drinks. In
addition, McDonald's France also has stand-alone McCafé locations unlike McDonald's in
other countries where McDonald's and McCafé are in one location.
McDonald's France is also one of the outlets that have been using automated cash
registers similar to ATMs for a long time, long before McDonald's United States adopted
them. The machine aims to speed up service during long queues.
Mexico
McDonald's Mexico packs a lot of flavor into their menu. They offer the Pico
Guacamole Burger as well as Jalapeño Poppers. Their signature menu for breakfast is
McMollettes. They also have Queso pies and sauces that can only be found at McDonald's
Mexico which are salsa verde and chimichurri.
United States
McDonald's United States itself offers traditional United States food menus that are
combined into more modern food such as the McD Nasi Uduk menu with Sambal Terasi,
McD Chicken Porridge which is used in the breakfast category menu, Rica-Rica Chicken
Rice, Rica-Rica Fish Rice, and Klepon Cake.
Based on this study, it can be concluded that although McDonald's has a positioning in
the minds of consumers as a fast food outlet that sells burgers and crispy chicken, they carry
out a strategy of adjusting to the different tastes and cultural habits of various regions.
McDonald's pays attention to the different regional eating habits in different regions in each
country of McDonald's branches, and develops new products that meet local tastes and
regional characteristics. From a corporate perspective, "integration" makes the brand
strategies of different countries and regions the same, and there will be no differentiated
development. "Differentiation" allows McDonald's to be recognized by local consumers,
and emotionally increases consumers' favorability to the company, so that McDonald's can
promote consumer consumption (Wu & Ma, 2021).
Meeting the Needs of Key Audiences
McDonald's has a wide market so they need to identify the market or audience of their
business. To build a long-term business and win market share, it is important to retain
people once they become customers. Customers are not all the same. Market research
identifies different types of customers.
Before the existence of delivery services, consumer behavior in making purchases on
food products was to come to a physical store location, just like McDonald's consumers who
had to come first to get what they needed or wanted with each having different reasons.
McDonald's can tailor communication to the needs of specific groups. It is their needs that
determine the types of products and services offered, the prices charged, the promotions
made, and the location of the restaurant.
The first audience is parents who have children, McDonald's gives them a menu
selection for children and adults. For example, for children there is a Happy Meal menu and
for adults there is Spicy Chicken or Cola. In addition, McDonald's also provides seats for
toddlers. For the children to adult audience, McDonald's provides a playground and
McDonald's statue. The bright colors (red and yellow) are also an attraction for children.
Another audience is that workers are McDonald's, which is fast food, able to provide
fast service of no more than 15 minutes so that McDonald's can provide solutions for time.
The last audience is teenagers, McDonald's can provide free internet service and a
comfortable place.
Conclusion
This research primarily focuses on McDonald's marketing strategy in United States.
The first focuses on the use of marketing localization which leads to product and cultural
diversification and the second is related to meeting the needs of key audiences. Marketing
localization involves McDonald's combining United States characteristics with local culture
and food characteristics such as the use of sambal terasi, which is typical of United States,
which is then combined with the addition of services such as the internet, play areas, special
seats for toddlers, and others that aim to meet the various needs of their consumers or
audiences. This strategy allowed McDonald's to grow very rapidly in the United States
market in a short time. However, there are still some shortcomings in this study. For
example, the location and area of each store were not asked, and only rough statistics can be
made. Future research could especially explore how McDonald's chose the emerging
consumer groups, and why it chose them.
Product and Cultural Diversification
In entering the international or global market, McDonald's chooses a franchise model,
uniquely McDonald's makes cultural adjustments in each market country. They realize that
each country has cultural differences including taste, which then creates additional menus.
The following are some examples of the implementation of cultural differences at
McDonald's International outlets:
Thailand
In Thailand, McDonald's has 3 signature menus which are Samurai Pork Burger, Corn
Pie, and Pineapple Pie.
Japan
McDonald's Japan has a Filet-O-Fish menu, although it is available at McDonald's
US, but instead, they offer this staple as a breakfast item. McDonald's Japan also serves
squid ink burgers (with black buns) and Daigaku Imo fries. McDonald's Japan also serves a
variant of chocolate-covered fries.
Norway
McDonald's Norway restaurant offers menu items such as Chilli Cheese tops (which
are like cheese poppers), pasta salad, and some fish items. They also serve breakfast
sandwiches with Brunost, which is a traditional Norwegian cheese.
Brazil
Pão Na Chapa and Pão De Queijo are the two types of bread offered at McDonalds for
breakfast. Pão Na Chapa is bread served with butter and Pão De Queijo is bread served with
cheese. In addition, another major highlight of McDonald's Brazil menu is the Cheddar
McMelt.
India
Unsurprisingly, McDonald's in India has a predominantly vegetarian menu to cater to
customers who don't eat beef or meat at all, and most of the menu has Indian spices and hot
sauces.
Their breakfast menu includes Veg Pizza McPuff, vegetarian pizza pockets, Maharaja
Mac, a chicken version of the Big Mac, as well as a vegetarian version with a patty made
from corn and cheese. McDonald's India also serves many dishes made from paneer, which
is similar to hard cottage cheese, such as the McSpicy Paneer burger or Spicy Paneer Wrap.
Morocco
The meat used at McDonalds Morocco is halal, meaning it is prepared in accordance
with Islamic law and the Quran. They serve staple foods like Big Macs and Happy Meals.
They also have specialty menus such as McArabia, a chicken sandwich with Moroccan
spices in pita bread, which is also found in other Arab countries. In addition, McDonald's
Morocco also serves the Gambas burger, whose patty is made from shrimp instead of meat.
France
McDonald's in France is much more elegant than the usual. They offer the Blue
Cheese Burger, the Alpine Burger with three types of cheese, the McBaguette, and a fancy
burger served with a fork and knife.
McDonald's France locations also emphasize the McCafé section of the restaurant,
serving a variety of baked goods in glass displays and elegant drinks such as creamy
cappuccinos served in glass cups instead of plastic like other McDonald's drinks. In
addition, McDonald's France also has stand-alone McCafé locations unlike McDonald's in
other countries where McDonald's and McCafé are in one location.
McDonald's France is also one of the outlets that have been using automated cash
registers similar to ATMs for a long time, long before McDonald's United States adopted
them. The machine aims to speed up service during long queues.
Mexico
McDonald's Mexico packs a lot of flavor into their menu. They offer the Pico
Guacamole Burger as well as Jalapeño Poppers. Their signature menu for breakfast is
McMollettes. They also have Queso pies and sauces that can only be found at McDonald's
Mexico which are salsa verde and chimichurri.
United States
McDonald's United States itself offers traditional United States food menus that are
combined into more modern food such as the McD Nasi Uduk menu with Sambal Terasi,
McD Chicken Porridge which is used in the breakfast category menu, Rica-Rica Chicken
Rice, Rica-Rica Fish Rice, and Klepon Cake.
Based on this study, it can be concluded that although McDonald's has a positioning in
the minds of consumers as a fast food outlet that sells burgers and crispy chicken, they carry
out a strategy of adjusting to the different tastes and cultural habits of various regions.
McDonald's pays attention to the different regional eating habits in different regions in each
country of McDonald's branches, and develops new products that meet local tastes and
regional characteristics. From a corporate perspective, "integration" makes the brand
strategies of different countries and regions the same, and there will be no differentiated
development. "Differentiation" allows McDonald's to be recognized by local consumers,
and emotionally increases consumers' favorability to the company, so that McDonald's can
promote consumer consumption (Wu & Ma, 2021).
Meeting the Needs of Key Audiences
McDonald's has a wide market so they need to identify the market or audience of their
business. To build a long-term business and win market share, it is important to retain
people once they become customers. Customers are not all the same. Market research
identifies different types of customers.
Before the existence of delivery services, consumer behavior in making purchases on
food products was to come to a physical store location, just like McDonald's consumers who
had to come first to get what they needed or wanted with each having different reasons.
McDonald's can tailor communication to the needs of specific groups. It is their needs that
determine the types of products and services offered, the prices charged, the promotions
made, and the location of the restaurant.
The first audience is parents who have children, McDonald's gives them a menu
selection for children and adults. For example, for children there is a Happy Meal menu and
for adults there is Spicy Chicken or Cola. In addition, McDonald's also provides seats for
toddlers. For the children to adult audience, McDonald's provides a playground and
McDonald's statue. The bright colors (red and yellow) are also an attraction for children.
Another audience is that workers are McDonald's, which is fast food, able to provide
fast service of no more than 15 minutes so that McDonald's can provide solutions for time.
The last audience is teenagers, McDonald's can provide free internet service and a
comfortable place.
Conclusion
This research primarily focuses on McDonald's marketing strategy in United States.
The first focuses on the use of marketing localization which leads to product and cultural
diversification and the second is related to meeting the needs of key audiences. Marketing
localization involves McDonald's combining United States characteristics with local culture
and food characteristics such as the use of sambal terasi, which is typical of United States,
which is then combined with the addition of services such as the internet, play areas, special
seats for toddlers, and others that aim to meet the various needs of their consumers or
audiences. This strategy allowed McDonald's to grow very rapidly in the United States
market in a short time. However, there are still some shortcomings in this study. For
example, the location and area of each store were not asked, and only rough statistics can be
made. Future research could especially explore how McDonald's chose the emerging
consumer groups, and why it chose them.
Product and Cultural Diversification
In entering the international or global market, McDonald's chooses a franchise model,
uniquely McDonald's makes cultural adjustments in each market country. They realize that
each country has cultural differences including taste, which then creates additional menus.
The following are some examples of the implementation of cultural differences at
McDonald's International outlets:
Thailand
In Thailand, McDonald's has 3 signature menus which are Samurai Pork Burger, Corn
Pie, and Pineapple Pie.
Japan
McDonald's Japan has a Filet-O-Fish menu, although it is available at McDonald's
US, but instead, they offer this staple as a breakfast item. McDonald's Japan also serves
squid ink burgers (with black buns) and Daigaku Imo fries. McDonald's Japan also serves a
variant of chocolate-covered fries.
Norway
McDonald's Norway restaurant offers menu items such as Chilli Cheese tops (which
are like cheese poppers), pasta salad, and some fish items. They also serve breakfast
sandwiches with Brunost, which is a traditional Norwegian cheese.
Brazil
Pão Na Chapa and Pão De Queijo are the two types of bread offered at McDonalds for
breakfast. Pão Na Chapa is bread served with butter and Pão De Queijo is bread served with
cheese. In addition, another major highlight of McDonald's Brazil menu is the Cheddar
McMelt.
India
Unsurprisingly, McDonald's in India has a predominantly vegetarian menu to cater to
customers who don't eat beef or meat at all, and most of the menu has Indian spices and hot
sauces.
Their breakfast menu includes Veg Pizza McPuff, vegetarian pizza pockets, Maharaja
Mac, a chicken version of the Big Mac, as well as a vegetarian version with a patty made
from corn and cheese. McDonald's India also serves many dishes made from paneer, which
is similar to hard cottage cheese, such as the McSpicy Paneer burger or Spicy Paneer Wrap.
Morocco
The meat used at McDonalds Morocco is halal, meaning it is prepared in accordance
with Islamic law and the Quran. They serve staple foods like Big Macs and Happy Meals.
They also have specialty menus such as McArabia, a chicken sandwich with Moroccan
spices in pita bread, which is also found in other Arab countries. In addition, McDonald's
Morocco also serves the Gambas burger, whose patty is made from shrimp instead of meat.
France
McDonald's in France is much more elegant than the usual. They offer the Blue
Cheese Burger, the Alpine Burger with three types of cheese, the McBaguette, and a fancy
burger served with a fork and knife.
McDonald's France locations also emphasize the McCafé section of the restaurant,
serving a variety of baked goods in glass displays and elegant drinks such as creamy
cappuccinos served in glass cups instead of plastic like other McDonald's drinks. In
addition, McDonald's France also has stand-alone McCafé locations unlike McDonald's in
other countries where McDonald's and McCafé are in one location.
McDonald's France is also one of the outlets that have been using automated cash
registers similar to ATMs for a long time, long before McDonald's United States adopted
them. The machine aims to speed up service during long queues.
Mexico
McDonald's Mexico packs a lot of flavor into their menu. They offer the Pico
Guacamole Burger as well as Jalapeño Poppers. Their signature menu for breakfast is
McMollettes. They also have Queso pies and sauces that can only be found at McDonald's
Mexico which are salsa verde and chimichurri.
United States
McDonald's United States itself offers traditional United States food menus that are
combined into more modern food such as the McD Nasi Uduk menu with Sambal Terasi,
McD Chicken Porridge which is used in the breakfast category menu, Rica-Rica Chicken
Rice, Rica-Rica Fish Rice, and Klepon Cake.
Based on this study, it can be concluded that although McDonald's has a positioning in
the minds of consumers as a fast food outlet that sells burgers and crispy chicken, they carry
out a strategy of adjusting to the different tastes and cultural habits of various regions.
McDonald's pays attention to the different regional eating habits in different regions in each
country of McDonald's branches, and develops new products that meet local tastes and
regional characteristics. From a corporate perspective, "integration" makes the brand
strategies of different countries and regions the same, and there will be no differentiated
development. "Differentiation" allows McDonald's to be recognized by local consumers,
and emotionally increases consumers' favorability to the company, so that McDonald's can
promote consumer consumption (Wu & Ma, 2021).
Meeting the Needs of Key Audiences
McDonald's has a wide market so they need to identify the market or audience of their
business. To build a long-term business and win market share, it is important to retain
people once they become customers. Customers are not all the same. Market research
identifies different types of customers.
Before the existence of delivery services, consumer behavior in making purchases on
food products was to come to a physical store location, just like McDonald's consumers who
had to come first to get what they needed or wanted with each having different reasons.
McDonald's can tailor communication to the needs of specific groups. It is their needs that
determine the types of products and services offered, the prices charged, the promotions
made, and the location of the restaurant.
The first audience is parents who have children, McDonald's gives them a menu
selection for children and adults. For example, for children there is a Happy Meal menu and
for adults there is Spicy Chicken or Cola. In addition, McDonald's also provides seats for
toddlers. For the children to adult audience, McDonald's provides a playground and
McDonald's statue. The bright colors (red and yellow) are also an attraction for children.
Another audience is that workers are McDonald's, which is fast food, able to provide
fast service of no more than 15 minutes so that McDonald's can provide solutions for time.
The last audience is teenagers, McDonald's can provide free internet service and a
comfortable place.
Conclusion
This research primarily focuses on McDonald's marketing strategy in United States.
The first focuses on the use of marketing localization which leads to product and cultural
diversification and the second is related to meeting the needs of key audiences. Marketing
localization involves McDonald's combining United States characteristics with local culture
and food characteristics such as the use of sambal terasi, which is typical of United States,
which is then combined with the addition of services such as the internet, play areas, special
seats for toddlers, and others that aim to meet the various needs of their consumers or
audiences. This strategy allowed McDonald's to grow very rapidly in the United States
market in a short time. However, there are still some shortcomings in this study. For
example, the location and area of each store were not asked, and only rough statistics can be
made. Future research could especially explore how McDonald's chose the emerging
consumer groups, and why it chose them.
Product and Cultural Diversification
In entering the international or global market, McDonald's chooses a franchise model,
uniquely McDonald's makes cultural adjustments in each market country. They realize that
each country has cultural differences including taste, which then creates additional menus.
The following are some examples of the implementation of cultural differences at
McDonald's International outlets:
Thailand
In Thailand, McDonald's has 3 signature menus which are Samurai Pork Burger, Corn
Pie, and Pineapple Pie.
Japan
McDonald's Japan has a Filet-O-Fish menu, although it is available at McDonald's
US, but instead, they offer this staple as a breakfast item. McDonald's Japan also serves
squid ink burgers (with black buns) and Daigaku Imo fries. McDonald's Japan also serves a
variant of chocolate-covered fries.
Norway
McDonald's Norway restaurant offers menu items such as Chilli Cheese tops (which
are like cheese poppers), pasta salad, and some fish items. They also serve breakfast
sandwiches with Brunost, which is a traditional Norwegian cheese.
Brazil
Pão Na Chapa and Pão De Queijo are the two types of bread offered at McDonalds for
breakfast. Pão Na Chapa is bread served with butter and Pão De Queijo is bread served with
cheese. In addition, another major highlight of McDonald's Brazil menu is the Cheddar
McMelt.
India
Unsurprisingly, McDonald's in India has a predominantly vegetarian menu to cater to
customers who don't eat beef or meat at all, and most of the menu has Indian spices and hot
sauces.
Their breakfast menu includes Veg Pizza McPuff, vegetarian pizza pockets, Maharaja
Mac, a chicken version of the Big Mac, as well as a vegetarian version with a patty made
from corn and cheese. McDonald's India also serves many dishes made from paneer, which
is similar to hard cottage cheese, such as the McSpicy Paneer burger or Spicy Paneer Wrap.
Morocco
The meat used at McDonalds Morocco is halal, meaning it is prepared in accordance
with Islamic law and the Quran. They serve staple foods like Big Macs and Happy Meals.
They also have specialty menus such as McArabia, a chicken sandwich with Moroccan
spices in pita bread, which is also found in other Arab countries. In addition, McDonald's
Morocco also serves the Gambas burger, whose patty is made from shrimp instead of meat.
France
McDonald's in France is much more elegant than the usual. They offer the Blue
Cheese Burger, the Alpine Burger with three types of cheese, the McBaguette, and a fancy
burger served with a fork and knife.
McDonald's France locations also emphasize the McCafé section of the restaurant,
serving a variety of baked goods in glass displays and elegant drinks such as creamy
cappuccinos served in glass cups instead of plastic like other McDonald's drinks. In
addition, McDonald's France also has stand-alone McCafé locations unlike McDonald's in
other countries where McDonald's and McCafé are in one location.
McDonald's France is also one of the outlets that have been using automated cash
registers similar to ATMs for a long time, long before McDonald's United States adopted
them. The machine aims to speed up service during long queues.
Mexico
McDonald's Mexico packs a lot of flavor into their menu. They offer the Pico
Guacamole Burger as well as Jalapeño Poppers. Their signature menu for breakfast is
McMollettes. They also have Queso pies and sauces that can only be found at McDonald's
Mexico which are salsa verde and chimichurri.
United States
McDonald's United States itself offers traditional United States food menus that are
combined into more modern food such as the McD Nasi Uduk menu with Sambal Terasi,
McD Chicken Porridge which is used in the breakfast category menu, Rica-Rica Chicken
Rice, Rica-Rica Fish Rice, and Klepon Cake.
Based on this study, it can be concluded that although McDonald's has a positioning in
the minds of consumers as a fast food outlet that sells burgers and crispy chicken, they carry
out a strategy of adjusting to the different tastes and cultural habits of various regions.
McDonald's pays attention to the different regional eating habits in different regions in each
country of McDonald's branches, and develops new products that meet local tastes and
regional characteristics. From a corporate perspective, "integration" makes the brand
strategies of different countries and regions the same, and there will be no differentiated
development. "Differentiation" allows McDonald's to be recognized by local consumers,
and emotionally increases consumers' favorability to the company, so that McDonald's can
promote consumer consumption (Wu & Ma, 2021).
Meeting the Needs of Key Audiences
McDonald's has a wide market so they need to identify the market or audience of their
business. To build a long-term business and win market share, it is important to retain
people once they become customers. Customers are not all the same. Market research
identifies different types of customers.
Before the existence of delivery services, consumer behavior in making purchases on
food products was to come to a physical store location, just like McDonald's consumers who
had to come first to get what they needed or wanted with each having different reasons.
McDonald's can tailor communication to the needs of specific groups. It is their needs that
determine the types of products and services offered, the prices charged, the promotions
made, and the location of the restaurant.
The first audience is parents who have children, McDonald's gives them a menu
selection for children and adults. For example, for children there is a Happy Meal menu and
for adults there is Spicy Chicken or Cola. In addition, McDonald's also provides seats for
toddlers. For the children to adult audience, McDonald's provides a playground and
McDonald's statue. The bright colors (red and yellow) are also an attraction for children.
Another audience is that workers are McDonald's, which is fast food, able to provide
fast service of no more than 15 minutes so that McDonald's can provide solutions for time.
The last audience is teenagers, McDonald's can provide free internet service and a
comfortable place.
Conclusion
This research primarily focuses on McDonald's marketing strategy in United States.
The first focuses on the use of marketing localization which leads to product and cultural
diversification and the second is related to meeting the needs of key audiences. Marketing
localization involves McDonald's combining United States characteristics with local culture
and food characteristics such as the use of sambal terasi, which is typical of United States,
which is then combined with the addition of services such as the internet, play areas, special
seats for toddlers, and others that aim to meet the various needs of their consumers or
audiences. This strategy allowed McDonald's to grow very rapidly in the United States
market in a short time. However, there are still some shortcomings in this study. For
example, the location and area of each store were not asked, and only rough statistics can be
made. Future research could especially explore how McDonald's chose the emerging
consumer groups, and why it chose them.
Product and Cultural Diversification
In entering the international or global market, McDonald's chooses a franchise model,
uniquely McDonald's makes cultural adjustments in each market country. They realize that
each country has cultural differences including taste, which then creates additional menus.
The following are some examples of the implementation of cultural differences at
McDonald's International outlets:
Thailand
In Thailand, McDonald's has 3 signature menus which are Samurai Pork Burger, Corn
Pie, and Pineapple Pie.
Japan
McDonald's Japan has a Filet-O-Fish menu, although it is available at McDonald's
US, but instead, they offer this staple as a breakfast item. McDonald's Japan also serves
squid ink burgers (with black buns) and Daigaku Imo fries. McDonald's Japan also serves a
variant of chocolate-covered fries.
Norway
McDonald's Norway restaurant offers menu items such as Chilli Cheese tops (which
are like cheese poppers), pasta salad, and some fish items. They also serve breakfast
sandwiches with Brunost, which is a traditional Norwegian cheese.
Brazil
Pão Na Chapa and Pão De Queijo are the two types of bread offered at McDonalds for
breakfast. Pão Na Chapa is bread served with butter and Pão De Queijo is bread served with
cheese. In addition, another major highlight of McDonald's Brazil menu is the Cheddar
McMelt.
India
Unsurprisingly, McDonald's in India has a predominantly vegetarian menu to cater to
customers who don't eat beef or meat at all, and most of the menu has Indian spices and hot
sauces.
Their breakfast menu includes Veg Pizza McPuff, vegetarian pizza pockets, Maharaja
Mac, a chicken version of the Big Mac, as well as a vegetarian version with a patty made
from corn and cheese. McDonald's India also serves many dishes made from paneer, which
is similar to hard cottage cheese, such as the McSpicy Paneer burger or Spicy Paneer Wrap.
Morocco
The meat used at McDonalds Morocco is halal, meaning it is prepared in accordance
with Islamic law and the Quran. They serve staple foods like Big Macs and Happy Meals.
They also have specialty menus such as McArabia, a chicken sandwich with Moroccan
spices in pita bread, which is also found in other Arab countries. In addition, McDonald's
Morocco also serves the Gambas burger, whose patty is made from shrimp instead of meat.
France
McDonald's in France is much more elegant than the usual. They offer the Blue
Cheese Burger, the Alpine Burger with three types of cheese, the McBaguette, and a fancy
burger served with a fork and knife.
McDonald's France locations also emphasize the McCafé section of the restaurant,
serving a variety of baked goods in glass displays and elegant drinks such as creamy
cappuccinos served in glass cups instead of plastic like other McDonald's drinks. In
addition, McDonald's France also has stand-alone McCafé locations unlike McDonald's in
other countries where McDonald's and McCafé are in one location.
McDonald's France is also one of the outlets that have been using automated cash
registers similar to ATMs for a long time, long before McDonald's United States adopted
them. The machine aims to speed up service during long queues.
Mexico
McDonald's Mexico packs a lot of flavor into their menu. They offer the Pico
Guacamole Burger as well as Jalapeño Poppers. Their signature menu for breakfast is
McMollettes. They also have Queso pies and sauces that can only be found at McDonald's
Mexico which are salsa verde and chimichurri.
United States
McDonald's United States itself offers traditional United States food menus that are
combined into more modern food such as the McD Nasi Uduk menu with Sambal Terasi,
McD Chicken Porridge which is used in the breakfast category menu, Rica-Rica Chicken
Rice, Rica-Rica Fish Rice, and Klepon Cake.
Based on this study, it can be concluded that although McDonald's has a positioning in
the minds of consumers as a fast food outlet that sells burgers and crispy chicken, they carry
out a strategy of adjusting to the different tastes and cultural habits of various regions.
McDonald's pays attention to the different regional eating habits in different regions in each
country of McDonald's branches, and develops new products that meet local tastes and
regional characteristics. From a corporate perspective, "integration" makes the brand
strategies of different countries and regions the same, and there will be no differentiated
development. "Differentiation" allows McDonald's to be recognized by local consumers,
and emotionally increases consumers' favorability to the company, so that McDonald's can
promote consumer consumption (Wu & Ma, 2021).
Meeting the Needs of Key Audiences
McDonald's has a wide market so they need to identify the market or audience of their
business. To build a long-term business and win market share, it is important to retain
people once they become customers. Customers are not all the same. Market research
identifies different types of customers.
Before the existence of delivery services, consumer behavior in making purchases on
food products was to come to a physical store location, just like McDonald's consumers who
had to come first to get what they needed or wanted with each having different reasons.
McDonald's can tailor communication to the needs of specific groups. It is their needs that
determine the types of products and services offered, the prices charged, the promotions
made, and the location of the restaurant.
The first audience is parents who have children, McDonald's gives them a menu
selection for children and adults. For example, for children there is a Happy Meal menu and
for adults there is Spicy Chicken or Cola. In addition, McDonald's also provides seats for
toddlers. For the children to adult audience, McDonald's provides a playground and
McDonald's statue. The bright colors (red and yellow) are also an attraction for children.
Another audience is that workers are McDonald's, which is fast food, able to provide
fast service of no more than 15 minutes so that McDonald's can provide solutions for time.
The last audience is teenagers, McDonald's can provide free internet service and a
comfortable place.
Conclusion
This research primarily focuses on McDonald's marketing strategy in United States.
The first focuses on the use of marketing localization which leads to product and cultural
diversification and the second is related to meeting the needs of key audiences. Marketing
localization involves McDonald's combining United States characteristics with local culture
and food characteristics such as the use of sambal terasi, which is typical of United States,
which is then combined with the addition of services such as the internet, play areas, special
seats for toddlers, and others that aim to meet the various needs of their consumers or
audiences. This strategy allowed McDonald's to grow very rapidly in the United States
market in a short time. However, there are still some shortcomings in this study. For
example, the location and area of each store were not asked, and only rough statistics can be
made. Future research could especially explore how McDonald's chose the emerging
consumer groups, and why it chose them.
Product and Cultural Diversification
In entering the international or global market, McDonald's chooses a franchise model,
uniquely McDonald's makes cultural adjustments in each market country. They realize that
each country has cultural differences including taste, which then creates additional menus.
The following are some examples of the implementation of cultural differences at
McDonald's International outlets:
Thailand
In Thailand, McDonald's has 3 signature menus which are Samurai Pork Burger, Corn
Pie, and Pineapple Pie.
Japan
McDonald's Japan has a Filet-O-Fish menu, although it is available at McDonald's
US, but instead, they offer this staple as a breakfast item. McDonald's Japan also serves
squid ink burgers (with black buns) and Daigaku Imo fries. McDonald's Japan also serves a
variant of chocolate-covered fries.
Norway
McDonald's Norway restaurant offers menu items such as Chilli Cheese tops (which
are like cheese poppers), pasta salad, and some fish items. They also serve breakfast
sandwiches with Brunost, which is a traditional Norwegian cheese.
Brazil
Pão Na Chapa and Pão De Queijo are the two types of bread offered at McDonalds for
breakfast. Pão Na Chapa is bread served with butter and Pão De Queijo is bread served with
cheese. In addition, another major highlight of McDonald's Brazil menu is the Cheddar
McMelt.
India
Unsurprisingly, McDonald's in India has a predominantly vegetarian menu to cater to
customers who don't eat beef or meat at all, and most of the menu has Indian spices and hot
sauces.
Their breakfast menu includes Veg Pizza McPuff, vegetarian pizza pockets, Maharaja
Mac, a chicken version of the Big Mac, as well as a vegetarian version with a patty made
from corn and cheese. McDonald's India also serves many dishes made from paneer, which
is similar to hard cottage cheese, such as the McSpicy Paneer burger or Spicy Paneer Wrap.
Morocco
The meat used at McDonalds Morocco is halal, meaning it is prepared in accordance
with Islamic law and the Quran. They serve staple foods like Big Macs and Happy Meals.
They also have specialty menus such as McArabia, a chicken sandwich with Moroccan
spices in pita bread, which is also found in other Arab countries. In addition, McDonald's
Morocco also serves the Gambas burger, whose patty is made from shrimp instead of meat.
France
McDonald's in France is much more elegant than the usual. They offer the Blue
Cheese Burger, the Alpine Burger with three types of cheese, the McBaguette, and a fancy
burger served with a fork and knife.
McDonald's France locations also emphasize the McCafé section of the restaurant,
serving a variety of baked goods in glass displays and elegant drinks such as creamy
cappuccinos served in glass cups instead of plastic like other McDonald's drinks. In
addition, McDonald's France also has stand-alone McCafé locations unlike McDonald's in
other countries where McDonald's and McCafé are in one location.
McDonald's France is also one of the outlets that have been using automated cash
registers similar to ATMs for a long time, long before McDonald's United States adopted
them. The machine aims to speed up service during long queues.
Mexico
McDonald's Mexico packs a lot of flavor into their menu. They offer the Pico
Guacamole Burger as well as Jalapeño Poppers. Their signature menu for breakfast is
McMollettes. They also have Queso pies and sauces that can only be found at McDonald's
Mexico which are salsa verde and chimichurri.
United States
McDonald's United States itself offers traditional United States food menus that are
combined into more modern food such as the McD Nasi Uduk menu with Sambal Terasi,
McD Chicken Porridge which is used in the breakfast category menu, Rica-Rica Chicken
Rice, Rica-Rica Fish Rice, and Klepon Cake.
Based on this study, it can be concluded that although McDonald's has a positioning in
the minds of consumers as a fast food outlet that sells burgers and crispy chicken, they carry
out a strategy of adjusting to the different tastes and cultural habits of various regions.
McDonald's pays attention to the different regional eating habits in different regions in each
country of McDonald's branches, and develops new products that meet local tastes and
regional characteristics. From a corporate perspective, "integration" makes the brand
strategies of different countries and regions the same, and there will be no differentiated
development. "Differentiation" allows McDonald's to be recognized by local consumers,
and emotionally increases consumers' favorability to the company, so that McDonald's can
promote consumer consumption (Wu & Ma, 2021).
Meeting the Needs of Key Audiences
McDonald's has a wide market so they need to identify the market or audience of their
business. To build a long-term business and win market share, it is important to retain
people once they become customers. Customers are not all the same. Market research
identifies different types of customers.
Before the existence of delivery services, consumer behavior in making purchases on
food products was to come to a physical store location, just like McDonald's consumers who
had to come first to get what they needed or wanted with each having different reasons.
McDonald's can tailor communication to the needs of specific groups. It is their needs that
determine the types of products and services offered, the prices charged, the promotions
made, and the location of the restaurant.
The first audience is parents who have children, McDonald's gives them a menu
selection for children and adults. For example, for children there is a Happy Meal menu and
for adults there is Spicy Chicken or Cola. In addition, McDonald's also provides seats for
toddlers. For the children to adult audience, McDonald's provides a playground and
McDonald's statue. The bright colors (red and yellow) are also an attraction for children.
Another audience is that workers are McDonald's, which is fast food, able to provide
fast service of no more than 15 minutes so that McDonald's can provide solutions for time.
The last audience is teenagers, McDonald's can provide free internet service and a
comfortable place.
Conclusion
This research primarily focuses on McDonald's marketing strategy in United States.
The first focuses on the use of marketing localization which leads to product and cultural
diversification and the second is related to meeting the needs of key audiences. Marketing
localization involves McDonald's combining United States characteristics with local culture
and food characteristics such as the use of sambal terasi, which is typical of United States,
which is then combined with the addition of services such as the internet, play areas, special
seats for toddlers, and others that aim to meet the various needs of their consumers or
audiences. This strategy allowed McDonald's to grow very rapidly in the United States
market in a short time. However, there are still some shortcomings in this study. For
example, the location and area of each store were not asked, and only rough statistics can be
made. Future research could especially explore how McDonald's chose the emerging
consumer groups, and why it chose them.
Product and Cultural Diversification
In entering the international or global market, McDonald's chooses a franchise model,
uniquely McDonald's makes cultural adjustments in each market country. They realize that
each country has cultural differences including taste, which then creates additional menus.
The following are some examples of the implementation of cultural differences at
McDonald's International outlets:
Thailand
In Thailand, McDonald's has 3 signature menus which are Samurai Pork Burger, Corn
Pie, and Pineapple Pie.
Japan
McDonald's Japan has a Filet-O-Fish menu, although it is available at McDonald's
US, but instead, they offer this staple as a breakfast item. McDonald's Japan also serves
squid ink burgers (with black buns) and Daigaku Imo fries. McDonald's Japan also serves a
variant of chocolate-covered fries.
Norway
McDonald's Norway restaurant offers menu items such as Chilli Cheese tops (which
are like cheese poppers), pasta salad, and some fish items. They also serve breakfast
sandwiches with Brunost, which is a traditional Norwegian cheese.
Brazil
Pão Na Chapa and Pão De Queijo are the two types of bread offered at McDonalds for
breakfast. Pão Na Chapa is bread served with butter and Pão De Queijo is bread served with
cheese. In addition, another major highlight of McDonald's Brazil menu is the Cheddar
McMelt.
India
Unsurprisingly, McDonald's in India has a predominantly vegetarian menu to cater to
customers who don't eat beef or meat at all, and most of the menu has Indian spices and hot
sauces.
Their breakfast menu includes Veg Pizza McPuff, vegetarian pizza pockets, Maharaja
Mac, a chicken version of the Big Mac, as well as a vegetarian version with a patty made
from corn and cheese. McDonald's India also serves many dishes made from paneer, which
is similar to hard cottage cheese, such as the McSpicy Paneer burger or Spicy Paneer Wrap.
Morocco
The meat used at McDonalds Morocco is halal, meaning it is prepared in accordance
with Islamic law and the Quran. They serve staple foods like Big Macs and Happy Meals.
They also have specialty menus such as McArabia, a chicken sandwich with Moroccan
spices in pita bread, which is also found in other Arab countries. In addition, McDonald's
Morocco also serves the Gambas burger, whose patty is made from shrimp instead of meat.
France
McDonald's in France is much more elegant than the usual. They offer the Blue
Cheese Burger, the Alpine Burger with three types of cheese, the McBaguette, and a fancy
burger served with a fork and knife.
McDonald's France locations also emphasize the McCafé section of the restaurant,
serving a variety of baked goods in glass displays and elegant drinks such as creamy
cappuccinos served in glass cups instead of plastic like other McDonald's drinks. In
addition, McDonald's France also has stand-alone McCafé locations unlike McDonald's in
other countries where McDonald's and McCafé are in one location.
McDonald's France is also one of the outlets that have been using automated cash
registers similar to ATMs for a long time, long before McDonald's United States adopted
them. The machine aims to speed up service during long queues.
Mexico
McDonald's Mexico packs a lot of flavor into their menu. They offer the Pico
Guacamole Burger as well as Jalapeño Poppers. Their signature menu for breakfast is
McMollettes. They also have Queso pies and sauces that can only be found at McDonald's
Mexico which are salsa verde and chimichurri.
United States
McDonald's United States itself offers traditional United States food menus that are
combined into more modern food such as the McD Nasi Uduk menu with Sambal Terasi,
McD Chicken Porridge which is used in the breakfast category menu, Rica-Rica Chicken
Rice, Rica-Rica Fish Rice, and Klepon Cake.
Based on this study, it can be concluded that although McDonald's has a positioning in
the minds of consumers as a fast food outlet that sells burgers and crispy chicken, they carry
out a strategy of adjusting to the different tastes and cultural habits of various regions.
McDonald's pays attention to the different regional eating habits in different regions in each
country of McDonald's branches, and develops new products that meet local tastes and
regional characteristics. From a corporate perspective, "integration" makes the brand
strategies of different countries and regions the same, and there will be no differentiated
development. "Differentiation" allows McDonald's to be recognized by local consumers,
and emotionally increases consumers' favorability to the company, so that McDonald's can
promote consumer consumption (Wu & Ma, 2021).
Meeting the Needs of Key Audiences
McDonald's has a wide market so they need to identify the market or audience of their
business. To build a long-term business and win market share, it is important to retain
people once they become customers. Customers are not all the same. Market research
identifies different types of customers.
Before the existence of delivery services, consumer behavior in making purchases on
food products was to come to a physical store location, just like McDonald's consumers who
had to come first to get what they needed or wanted with each having different reasons.
McDonald's can tailor communication to the needs of specific groups. It is their needs that
determine the types of products and services offered, the prices charged, the promotions
made, and the location of the restaurant.
The first audience is parents who have children, McDonald's gives them a menu
selection for children and adults. For example, for children there is a Happy Meal menu and
for adults there is Spicy Chicken or Cola. In addition, McDonald's also provides seats for
toddlers. For the children to adult audience, McDonald's provides a playground and
McDonald's statue. The bright colors (red and yellow) are also an attraction for children.
Another audience is that workers are McDonald's, which is fast food, able to provide
fast service of no more than 15 minutes so that McDonald's can provide solutions for time.
The last audience is teenagers, McDonald's can provide free internet service and a
comfortable place.
Conclusion
This research primarily focuses on McDonald's marketing strategy in United States.
The first focuses on the use of marketing localization which leads to product and cultural
diversification and the second is related to meeting the needs of key audiences. Marketing
localization involves McDonald's combining United States characteristics with local culture
and food characteristics such as the use of sambal terasi, which is typical of United States,
which is then combined with the addition of services such as the internet, play areas, special
seats for toddlers, and others that aim to meet the various needs of their consumers or
audiences. This strategy allowed McDonald's to grow very rapidly in the United States
market in a short time. However, there are still some shortcomings in this study. For
example, the location and area of each store were not asked, and only rough statistics can be
made. Future research could especially explore how McDonald's chose the emerging
consumer groups, and why it chose them.
Product and Cultural Diversification
In entering the international or global market, McDonald's chooses a franchise model,
uniquely McDonald's makes cultural adjustments in each market country. They realize that
each country has cultural differences including taste, which then creates additional menus.
The following are some examples of the implementation of cultural differences at
McDonald's International outlets:
Thailand
In Thailand, McDonald's has 3 signature menus which are Samurai Pork Burger, Corn
Pie, and Pineapple Pie.
Japan
McDonald's Japan has a Filet-O-Fish menu, although it is available at McDonald's
US, but instead, they offer this staple as a breakfast item. McDonald's Japan also serves
squid ink burgers (with black buns) and Daigaku Imo fries. McDonald's Japan also serves a
variant of chocolate-covered fries.
Norway
McDonald's Norway restaurant offers menu items such as Chilli Cheese tops (which
are like cheese poppers), pasta salad, and some fish items. They also serve breakfast
sandwiches with Brunost, which is a traditional Norwegian cheese.
Brazil
Pão Na Chapa and Pão De Queijo are the two types of bread offered at McDonalds for
breakfast. Pão Na Chapa is bread served with butter and Pão De Queijo is bread served with
cheese. In addition, another major highlight of McDonald's Brazil menu is the Cheddar
McMelt.
India
Unsurprisingly, McDonald's in India has a predominantly vegetarian menu to cater to
customers who don't eat beef or meat at all, and most of the menu has Indian spices and hot
sauces.
Their breakfast menu includes Veg Pizza McPuff, vegetarian pizza pockets, Maharaja
Mac, a chicken version of the Big Mac, as well as a vegetarian version with a patty made
from corn and cheese. McDonald's India also serves many dishes made from paneer, which
is similar to hard cottage cheese, such as the McSpicy Paneer burger or Spicy Paneer Wrap.
Morocco
The meat used at McDonalds Morocco is halal, meaning it is prepared in accordance
with Islamic law and the Quran. They serve staple foods like Big Macs and Happy Meals.
They also have specialty menus such as McArabia, a chicken sandwich with Moroccan
spices in pita bread, which is also found in other Arab countries. In addition, McDonald's
Morocco also serves the Gambas burger, whose patty is made from shrimp instead of meat.
France
McDonald's in France is much more elegant than the usual. They offer the Blue
Cheese Burger, the Alpine Burger with three types of cheese, the McBaguette, and a fancy
burger served with a fork and knife.
McDonald's France locations also emphasize the McCafé section of the restaurant,
serving a variety of baked goods in glass displays and elegant drinks such as creamy
cappuccinos served in glass cups instead of plastic like other McDonald's drinks. In
addition, McDonald's France also has stand-alone McCafé locations unlike McDonald's in
other countries where McDonald's and McCafé are in one location.
McDonald's France is also one of the outlets that have been using automated cash
registers similar to ATMs for a long time, long before McDonald's United States adopted
them. The machine aims to speed up service during long queues.
Mexico
McDonald's Mexico packs a lot of flavor into their menu. They offer the Pico
Guacamole Burger as well as Jalapeño Poppers. Their signature menu for breakfast is
McMollettes. They also have Queso pies and sauces that can only be found at McDonald's
Mexico which are salsa verde and chimichurri.
United States
McDonald's United States itself offers traditional United States food menus that are
combined into more modern food such as the McD Nasi Uduk menu with Sambal Terasi,
McD Chicken Porridge which is used in the breakfast category menu, Rica-Rica Chicken
Rice, Rica-Rica Fish Rice, and Klepon Cake.
Based on this study, it can be concluded that although McDonald's has a positioning in
the minds of consumers as a fast food outlet that sells burgers and crispy chicken, they carry
out a strategy of adjusting to the different tastes and cultural habits of various regions.
McDonald's pays attention to the different regional eating habits in different regions in each
country of McDonald's branches, and develops new products that meet local tastes and
regional characteristics. From a corporate perspective, "integration" makes the brand
strategies of different countries and regions the same, and there will be no differentiated
development. "Differentiation" allows McDonald's to be recognized by local consumers,
and emotionally increases consumers' favorability to the company, so that McDonald's can
promote consumer consumption (Wu & Ma, 2021).
Meeting the Needs of Key Audiences
McDonald's has a wide market so they need to identify the market or audience of their
business. To build a long-term business and win market share, it is important to retain
people once they become customers. Customers are not all the same. Market research
identifies different types of customers.
Before the existence of delivery services, consumer behavior in making purchases on
food products was to come to a physical store location, just like McDonald's consumers who
had to come first to get what they needed or wanted with each having different reasons.
McDonald's can tailor communication to the needs of specific groups. It is their needs that
determine the types of products and services offered, the prices charged, the promotions
made, and the location of the restaurant.
The first audience is parents who have children, McDonald's gives them a menu
selection for children and adults. For example, for children there is a Happy Meal menu and
for adults there is Spicy Chicken or Cola. In addition, McDonald's also provides seats for
toddlers. For the children to adult audience, McDonald's provides a playground and
McDonald's statue. The bright colors (red and yellow) are also an attraction for children.
Another audience is that workers are McDonald's, which is fast food, able to provide
fast service of no more than 15 minutes so that McDonald's can provide solutions for time.
The last audience is teenagers, McDonald's can provide free internet service and a
comfortable place.
Conclusion
This research primarily focuses on McDonald's marketing strategy in United States.
The first focuses on the use of marketing localization which leads to product and cultural
diversification and the second is related to meeting the needs of key audiences. Marketing
localization involves McDonald's combining United States characteristics with local culture
and food characteristics such as the use of sambal terasi, which is typical of United States,
which is then combined with the addition of services such as the internet, play areas, special
seats for toddlers, and others that aim to meet the various needs of their consumers or
audiences. This strategy allowed McDonald's to grow very rapidly in the United States
market in a short time. However, there are still some shortcomings in this study. For
example, the location and area of each store were not asked, and only rough statistics can be
made. Future research could especially explore how McDonald's chose the emerging
consumer groups, and why it chose them.
Product and Cultural Diversification
In entering the international or global market, McDonald's chooses a franchise model,
uniquely McDonald's makes cultural adjustments in each market country. They realize that
each country has cultural differences including taste, which then creates additional menus.
The following are some examples of the implementation of cultural differences at
McDonald's International outlets:
Thailand
In Thailand, McDonald's has 3 signature menus which are Samurai Pork Burger, Corn
Pie, and Pineapple Pie.
Japan
McDonald's Japan has a Filet-O-Fish menu, although it is available at McDonald's
US, but instead, they offer this staple as a breakfast item. McDonald's Japan also serves
squid ink burgers (with black buns) and Daigaku Imo fries. McDonald's Japan also serves a
variant of chocolate-covered fries.
Norway
McDonald's Norway restaurant offers menu items such as Chilli Cheese tops (which
are like cheese poppers), pasta salad, and some fish items. They also serve breakfast
sandwiches with Brunost, which is a traditional Norwegian cheese.
Brazil
Pão Na Chapa and Pão De Queijo are the two types of bread offered at McDonalds for
breakfast. Pão Na Chapa is bread served with butter and Pão De Queijo is bread served with
cheese. In addition, another major highlight of McDonald's Brazil menu is the Cheddar
McMelt.
India
Unsurprisingly, McDonald's in India has a predominantly vegetarian menu to cater to
customers who don't eat beef or meat at all, and most of the menu has Indian spices and hot
sauces.
Their breakfast menu includes Veg Pizza McPuff, vegetarian pizza pockets, Maharaja
Mac, a chicken version of the Big Mac, as well as a vegetarian version with a patty made
from corn and cheese. McDonald's India also serves many dishes made from paneer, which
is similar to hard cottage cheese, such as the McSpicy Paneer burger or Spicy Paneer Wrap.
Morocco
The meat used at McDonalds Morocco is halal, meaning it is prepared in accordance
with Islamic law and the Quran. They serve staple foods like Big Macs and Happy Meals.
They also have specialty menus such as McArabia, a chicken sandwich with Moroccan
spices in pita bread, which is also found in other Arab countries. In addition, McDonald's
Morocco also serves the Gambas burger, whose patty is made from shrimp instead of meat.
France
McDonald's in France is much more elegant than the usual. They offer the Blue
Cheese Burger, the Alpine Burger with three types of cheese, the McBaguette, and a fancy
burger served with a fork and knife.
McDonald's France locations also emphasize the McCafé section of the restaurant,
serving a variety of baked goods in glass displays and elegant drinks such as creamy
cappuccinos served in glass cups instead of plastic like other McDonald's drinks. In
addition, McDonald's France also has stand-alone McCafé locations unlike McDonald's in
other countries where McDonald's and McCafé are in one location.
McDonald's France is also one of the outlets that have been using automated cash
registers similar to ATMs for a long time, long before McDonald's United States adopted
them. The machine aims to speed up service during long queues.
Mexico
McDonald's Mexico packs a lot of flavor into their menu. They offer the Pico
Guacamole Burger as well as Jalapeño Poppers. Their signature menu for breakfast is
McMollettes. They also have Queso pies and sauces that can only be found at McDonald's
Mexico which are salsa verde and chimichurri.
United States
McDonald's United States itself offers traditional United States food menus that are
combined into more modern food such as the McD Nasi Uduk menu with Sambal Terasi,
McD Chicken Porridge which is used in the breakfast category menu, Rica-Rica Chicken
Rice, Rica-Rica Fish Rice, and Klepon Cake.
Based on this study, it can be concluded that although McDonald's has a positioning in
the minds of consumers as a fast food outlet that sells burgers and crispy chicken, they carry
out a strategy of adjusting to the different tastes and cultural habits of various regions.
McDonald's pays attention to the different regional eating habits in different regions in each
country of McDonald's branches, and develops new products that meet local tastes and
regional characteristics. From a corporate perspective, "integration" makes the brand
strategies of different countries and regions the same, and there will be no differentiated
development. "Differentiation" allows McDonald's to be recognized by local consumers,
and emotionally increases consumers' favorability to the company, so that McDonald's can
promote consumer consumption (Wu & Ma, 2021).
Meeting the Needs of Key Audiences
McDonald's has a wide market so they need to identify the market or audience of their
business. To build a long-term business and win market share, it is important to retain
people once they become customers. Customers are not all the same. Market research
identifies different types of customers.
Before the existence of delivery services, consumer behavior in making purchases on
food products was to come to a physical store location, just like McDonald's consumers who
had to come first to get what they needed or wanted with each having different reasons.
McDonald's can tailor communication to the needs of specific groups. It is their needs that
determine the types of products and services offered, the prices charged, the promotions
made, and the location of the restaurant.
The first audience is parents who have children, McDonald's gives them a menu
selection for children and adults. For example, for children there is a Happy Meal menu and
for adults there is Spicy Chicken or Cola. In addition, McDonald's also provides seats for
toddlers. For the children to adult audience, McDonald's provides a playground and
McDonald's statue. The bright colors (red and yellow) are also an attraction for children.
Another audience is that workers are McDonald's, which is fast food, able to provide
fast service of no more than 15 minutes so that McDonald's can provide solutions for time.
The last audience is teenagers, McDonald's can provide free internet service and a
comfortable place.
Conclusion
This research primarily focuses on McDonald's marketing strategy in United States.
The first focuses on the use of marketing localization which leads to product and cultural
diversification and the second is related to meeting the needs of key audiences. Marketing
localization involves McDonald's combining United States characteristics with local culture
and food characteristics such as the use of sambal terasi, which is typical of United States,
which is then combined with the addition of services such as the internet, play areas, special
seats for toddlers, and others that aim to meet the various needs of their consumers or
audiences. This strategy allowed McDonald's to grow very rapidly in the United States
market in a short time. However, there are still some shortcomings in this study. For
example, the location and area of each store were not asked, and only rough statistics can be
made. Future research could especially explore how McDonald's chose the emerging
consumer groups, and why it chose them.
Product and Cultural Diversification
In entering the international or global market, McDonald's chooses a franchise model,
uniquely McDonald's makes cultural adjustments in each market country. They realize that
each country has cultural differences including taste, which then creates additional menus.
The following are some examples of the implementation of cultural differences at
McDonald's International outlets:
Thailand
In Thailand, McDonald's has 3 signature menus which are Samurai Pork Burger, Corn
Pie, and Pineapple Pie.
Japan
McDonald's Japan has a Filet-O-Fish menu, although it is available at McDonald's
US, but instead, they offer this staple as a breakfast item. McDonald's Japan also serves
squid ink burgers (with black buns) and Daigaku Imo fries. McDonald's Japan also serves a
variant of chocolate-covered fries.
Norway
McDonald's Norway restaurant offers menu items such as Chilli Cheese tops (which
are like cheese poppers), pasta salad, and some fish items. They also serve breakfast
sandwiches with Brunost, which is a traditional Norwegian cheese.
Brazil
Pão Na Chapa and Pão De Queijo are the two types of bread offered at McDonalds for
breakfast. Pão Na Chapa is bread served with butter and Pão De Queijo is bread served with
cheese. In addition, another major highlight of McDonald's Brazil menu is the Cheddar
McMelt.
India
Unsurprisingly, McDonald's in India has a predominantly vegetarian menu to cater to
customers who don't eat beef or meat at all, and most of the menu has Indian spices and hot
sauces.
Their breakfast menu includes Veg Pizza McPuff, vegetarian pizza pockets, Maharaja
Mac, a chicken version of the Big Mac, as well as a vegetarian version with a patty made
from corn and cheese. McDonald's India also serves many dishes made from paneer, which
is similar to hard cottage cheese, such as the McSpicy Paneer burger or Spicy Paneer Wrap.
Morocco
The meat used at McDonalds Morocco is halal, meaning it is prepared in accordance
with Islamic law and the Quran. They serve staple foods like Big Macs and Happy Meals.
They also have specialty menus such as McArabia, a chicken sandwich with Moroccan
spices in pita bread, which is also found in other Arab countries. In addition, McDonald's
Morocco also serves the Gambas burger, whose patty is made from shrimp instead of meat.
France
McDonald's in France is much more elegant than the usual. They offer the Blue
Cheese Burger, the Alpine Burger with three types of cheese, the McBaguette, and a fancy
burger served with a fork and knife.
McDonald's France locations also emphasize the McCafé section of the restaurant,
serving a variety of baked goods in glass displays and elegant drinks such as creamy
cappuccinos served in glass cups instead of plastic like other McDonald's drinks. In
addition, McDonald's France also has stand-alone McCafé locations unlike McDonald's in
other countries where McDonald's and McCafé are in one location.
McDonald's France is also one of the outlets that have been using automated cash
registers similar to ATMs for a long time, long before McDonald's United States adopted
them. The machine aims to speed up service during long queues.
Mexico
McDonald's Mexico packs a lot of flavor into their menu. They offer the Pico
Guacamole Burger as well as Jalapeño Poppers. Their signature menu for breakfast is
McMollettes. They also have Queso pies and sauces that can only be found at McDonald's
Mexico which are salsa verde and chimichurri.
United States
McDonald's United States itself offers traditional United States food menus that are
combined into more modern food such as the McD Nasi Uduk menu with Sambal Terasi,
McD Chicken Porridge which is used in the breakfast category menu, Rica-Rica Chicken
Rice, Rica-Rica Fish Rice, and Klepon Cake.
Based on this study, it can be concluded that although McDonald's has a positioning in
the minds of consumers as a fast food outlet that sells burgers and crispy chicken, they carry
out a strategy of adjusting to the different tastes and cultural habits of various regions.
McDonald's pays attention to the different regional eating habits in different regions in each
country of McDonald's branches, and develops new products that meet local tastes and
regional characteristics. From a corporate perspective, "integration" makes the brand
strategies of different countries and regions the same, and there will be no differentiated
development. "Differentiation" allows McDonald's to be recognized by local consumers,
and emotionally increases consumers' favorability to the company, so that McDonald's can
promote consumer consumption (Wu & Ma, 2021).
Meeting the Needs of Key Audiences
McDonald's has a wide market so they need to identify the market or audience of their
business. To build a long-term business and win market share, it is important to retain
people once they become customers. Customers are not all the same. Market research
identifies different types of customers.
Before the existence of delivery services, consumer behavior in making purchases on
food products was to come to a physical store location, just like McDonald's consumers who
had to come first to get what they needed or wanted with each having different reasons.
McDonald's can tailor communication to the needs of specific groups. It is their needs that
determine the types of products and services offered, the prices charged, the promotions
made, and the location of the restaurant.
The first audience is parents who have children, McDonald's gives them a menu
selection for children and adults. For example, for children there is a Happy Meal menu and
for adults there is Spicy Chicken or Cola. In addition, McDonald's also provides seats for
toddlers. For the children to adult audience, McDonald's provides a playground and
McDonald's statue. The bright colors (red and yellow) are also an attraction for children.
Another audience is that workers are McDonald's, which is fast food, able to provide
fast service of no more than 15 minutes so that McDonald's can provide solutions for time.
The last audience is teenagers, McDonald's can provide free internet service and a
comfortable place.
Conclusion
This research primarily focuses on McDonald's marketing strategy in United States.
The first focuses on the use of marketing localization which leads to product and cultural
diversification and the second is related to meeting the needs of key audiences. Marketing
localization involves McDonald's combining United States characteristics with local culture
and food characteristics such as the use of sambal terasi, which is typical of United States,
which is then combined with the addition of services such as the internet, play areas, special
seats for toddlers, and others that aim to meet the various needs of their consumers or
audiences. This strategy allowed McDonald's to grow very rapidly in the United States
market in a short time. However, there are still some shortcomings in this study. For
example, the location and area of each store were not asked, and only rough statistics can be
made. Future research could especially explore how McDonald's chose the emerging
consumer groups, and why it chose them.
Product and Cultural Diversification
In entering the international or global market, McDonald's chooses a franchise model,
uniquely McDonald's makes cultural adjustments in each market country. They realize that
each country has cultural differences including taste, which then creates additional menus.
The following are some examples of the implementation of cultural differences at
McDonald's International outlets:
Thailand
In Thailand, McDonald's has 3 signature menus which are Samurai Pork Burger, Corn
Pie, and Pineapple Pie.
Japan
McDonald's Japan has a Filet-O-Fish menu, although it is available at McDonald's
US, but instead, they offer this staple as a breakfast item. McDonald's Japan also serves
squid ink burgers (with black buns) and Daigaku Imo fries. McDonald's Japan also serves a
variant of chocolate-covered fries.
Norway
McDonald's Norway restaurant offers menu items such as Chilli Cheese tops (which
are like cheese poppers), pasta salad, and some fish items. They also serve breakfast
sandwiches with Brunost, which is a traditional Norwegian cheese.
Brazil
Pão Na Chapa and Pão De Queijo are the two types of bread offered at McDonalds for
breakfast. Pão Na Chapa is bread served with butter and Pão De Queijo is bread served with
cheese. In addition, another major highlight of McDonald's Brazil menu is the Cheddar
McMelt.
India
Unsurprisingly, McDonald's in India has a predominantly vegetarian menu to cater to
customers who don't eat beef or meat at all, and most of the menu has Indian spices and hot
sauces.
Their breakfast menu includes Veg Pizza McPuff, vegetarian pizza pockets, Maharaja
Mac, a chicken version of the Big Mac, as well as a vegetarian version with a patty made
from corn and cheese. McDonald's India also serves many dishes made from paneer, which
is similar to hard cottage cheese, such as the McSpicy Paneer burger or Spicy Paneer Wrap.
Morocco
The meat used at McDonalds Morocco is halal, meaning it is prepared in accordance
with Islamic law and the Quran. They serve staple foods like Big Macs and Happy Meals.
They also have specialty menus such as McArabia, a chicken sandwich with Moroccan
spices in pita bread, which is also found in other Arab countries. In addition, McDonald's
Morocco also serves the Gambas burger, whose patty is made from shrimp instead of meat.
France
McDonald's in France is much more elegant than the usual. They offer the Blue
Cheese Burger, the Alpine Burger with three types of cheese, the McBaguette, and a fancy
burger served with a fork and knife.
McDonald's France locations also emphasize the McCafé section of the restaurant,
serving a variety of baked goods in glass displays and elegant drinks such as creamy
cappuccinos served in glass cups instead of plastic like other McDonald's drinks. In
addition, McDonald's France also has stand-alone McCafé locations unlike McDonald's in
other countries where McDonald's and McCafé are in one location.
McDonald's France is also one of the outlets that have been using automated cash
registers similar to ATMs for a long time, long before McDonald's United States adopted
them. The machine aims to speed up service during long queues.
Mexico
McDonald's Mexico packs a lot of flavor into their menu. They offer the Pico
Guacamole Burger as well as Jalapeño Poppers. Their signature menu for breakfast is
McMollettes. They also have Queso pies and sauces that can only be found at McDonald's
Mexico which are salsa verde and chimichurri.
United States
McDonald's United States itself offers traditional United States food menus that are
combined into more modern food such as the McD Nasi Uduk menu with Sambal Terasi,
McD Chicken Porridge which is used in the breakfast category menu, Rica-Rica Chicken
Rice, Rica-Rica Fish Rice, and Klepon Cake.
Based on this study, it can be concluded that although McDonald's has a positioning in
the minds of consumers as a fast food outlet that sells burgers and crispy chicken, they carry
out a strategy of adjusting to the different tastes and cultural habits of various regions.
McDonald's pays attention to the different regional eating habits in different regions in each
country of McDonald's branches, and develops new products that meet local tastes and
regional characteristics. From a corporate perspective, "integration" makes the brand
strategies of different countries and regions the same, and there will be no differentiated
development. "Differentiation" allows McDonald's to be recognized by local consumers,
and emotionally increases consumers' favorability to the company, so that McDonald's can
promote consumer consumption (Wu & Ma, 2021).
Meeting the Needs of Key Audiences
McDonald's has a wide market so they need to identify the market or audience of their
business. To build a long-term business and win market share, it is important to retain
people once they become customers. Customers are not all the same. Market research
identifies different types of customers.
Before the existence of delivery services, consumer behavior in making purchases on
food products was to come to a physical store location, just like McDonald's consumers who
had to come first to get what they needed or wanted with each having different reasons.
McDonald's can tailor communication to the needs of specific groups. It is their needs that
determine the types of products and services offered, the prices charged, the promotions
made, and the location of the restaurant.
The first audience is parents who have children, McDonald's gives them a menu
selection for children and adults. For example, for children there is a Happy Meal menu and
for adults there is Spicy Chicken or Cola. In addition, McDonald's also provides seats for
toddlers. For the children to adult audience, McDonald's provides a playground and
McDonald's statue. The bright colors (red and yellow) are also an attraction for children.
Another audience is that workers are McDonald's, which is fast food, able to provide
fast service of no more than 15 minutes so that McDonald's can provide solutions for time.
The last audience is teenagers, McDonald's can provide free internet service and a
comfortable place.
Conclusion
This research primarily focuses on McDonald's marketing strategy in United States.
The first focuses on the use of marketing localization which leads to product and cultural
diversification and the second is related to meeting the needs of key audiences. Marketing
localization involves McDonald's combining United States characteristics with local culture
and food characteristics such as the use of sambal terasi, which is typical of United States,
which is then combined with the addition of services such as the internet, play areas, special
seats for toddlers, and others that aim to meet the various needs of their consumers or
audiences. This strategy allowed McDonald's to grow very rapidly in the United States
market in a short time. However, there are still some shortcomings in this study. For
example, the location and area of each store were not asked, and only rough statistics can be
made. Future research could especially explore how McDonald's chose the emerging
consumer groups, and why it chose them.
Product and Cultural Diversification
In entering the international or global market, McDonald's chooses a franchise model,
uniquely McDonald's makes cultural adjustments in each market country. They realize that
each country has cultural differences including taste, which then creates additional menus.
The following are some examples of the implementation of cultural differences at
McDonald's International outlets:
Thailand
In Thailand, McDonald's has 3 signature menus which are Samurai Pork Burger, Corn
Pie, and Pineapple Pie.
Japan
McDonald's Japan has a Filet-O-Fish menu, although it is available at McDonald's
US, but instead, they offer this staple as a breakfast item. McDonald's Japan also serves
squid ink burgers (with black buns) and Daigaku Imo fries. McDonald's Japan also serves a
variant of chocolate-covered fries.
Norway
McDonald's Norway restaurant offers menu items such as Chilli Cheese tops (which
are like cheese poppers), pasta salad, and some fish items. They also serve breakfast
sandwiches with Brunost, which is a traditional Norwegian cheese.
Brazil
Pão Na Chapa and Pão De Queijo are the two types of bread offered at McDonalds for
breakfast. Pão Na Chapa is bread served with butter and Pão De Queijo is bread served with
cheese. In addition, another major highlight of McDonald's Brazil menu is the Cheddar
McMelt.
India
Unsurprisingly, McDonald's in India has a predominantly vegetarian menu to cater to
customers who don't eat beef or meat at all, and most of the menu has Indian spices and hot
sauces.
Their breakfast menu includes Veg Pizza McPuff, vegetarian pizza pockets, Maharaja
Mac, a chicken version of the Big Mac, as well as a vegetarian version with a patty made
from corn and cheese. McDonald's India also serves many dishes made from paneer, which
is similar to hard cottage cheese, such as the McSpicy Paneer burger or Spicy Paneer Wrap.
Morocco
The meat used at McDonalds Morocco is halal, meaning it is prepared in accordance
with Islamic law and the Quran. They serve staple foods like Big Macs and Happy Meals.
They also have specialty menus such as McArabia, a chicken sandwich with Moroccan
spices in pita bread, which is also found in other Arab countries. In addition, McDonald's
Morocco also serves the Gambas burger, whose patty is made from shrimp instead of meat.
France
McDonald's in France is much more elegant than the usual. They offer the Blue
Cheese Burger, the Alpine Burger with three types of cheese, the McBaguette, and a fancy
burger served with a fork and knife.
McDonald's France locations also emphasize the McCafé section of the restaurant,
serving a variety of baked goods in glass displays and elegant drinks such as creamy
cappuccinos served in glass cups instead of plastic like other McDonald's drinks. In
addition, McDonald's France also has stand-alone McCafé locations unlike McDonald's in
other countries where McDonald's and McCafé are in one location.
McDonald's France is also one of the outlets that have been using automated cash
registers similar to ATMs for a long time, long before McDonald's United States adopted
them. The machine aims to speed up service during long queues.
Mexico
McDonald's Mexico packs a lot of flavor into their menu. They offer the Pico
Guacamole Burger as well as Jalapeño Poppers. Their signature menu for breakfast is
McMollettes. They also have Queso pies and sauces that can only be found at McDonald's
Mexico which are salsa verde and chimichurri.
United States
McDonald's United States itself offers traditional United States food menus that are
combined into more modern food such as the McD Nasi Uduk menu with Sambal Terasi,
McD Chicken Porridge which is used in the breakfast category menu, Rica-Rica Chicken
Rice, Rica-Rica Fish Rice, and Klepon Cake.
Based on this study, it can be concluded that although McDonald's has a positioning in
the minds of consumers as a fast food outlet that sells burgers and crispy chicken, they carry
out a strategy of adjusting to the different tastes and cultural habits of various regions.
McDonald's pays attention to the different regional eating habits in different regions in each
country of McDonald's branches, and develops new products that meet local tastes and
regional characteristics. From a corporate perspective, "integration" makes the brand
strategies of different countries and regions the same, and there will be no differentiated
development. "Differentiation" allows McDonald's to be recognized by local consumers,
and emotionally increases consumers' favorability to the company, so that McDonald's can
promote consumer consumption (Wu & Ma, 2021).
Meeting the Needs of Key Audiences
McDonald's has a wide market so they need to identify the market or audience of their
business. To build a long-term business and win market share, it is important to retain
people once they become customers. Customers are not all the same. Market research
identifies different types of customers.
Before the existence of delivery services, consumer behavior in making purchases on
food products was to come to a physical store location, just like McDonald's consumers who
had to come first to get what they needed or wanted with each having different reasons.
McDonald's can tailor communication to the needs of specific groups. It is their needs that
determine the types of products and services offered, the prices charged, the promotions
made, and the location of the restaurant.
The first audience is parents who have children, McDonald's gives them a menu
selection for children and adults. For example, for children there is a Happy Meal menu and
for adults there is Spicy Chicken or Cola. In addition, McDonald's also provides seats for
toddlers. For the children to adult audience, McDonald's provides a playground and
McDonald's statue. The bright colors (red and yellow) are also an attraction for children.
Another audience is that workers are McDonald's, which is fast food, able to provide
fast service of no more than 15 minutes so that McDonald's can provide solutions for time.
The last audience is teenagers, McDonald's can provide free internet service and a
comfortable place.
Conclusion
This research primarily focuses on McDonald's marketing strategy in United States.
The first focuses on the use of marketing localization which leads to product and cultural
diversification and the second is related to meeting the needs of key audiences. Marketing
localization involves McDonald's combining United States characteristics with local culture
and food characteristics such as the use of sambal terasi, which is typical of United States,
which is then combined with the addition of services such as the internet, play areas, special
seats for toddlers, and others that aim to meet the various needs of their consumers or
audiences. This strategy allowed McDonald's to grow very rapidly in the United States
market in a short time. However, there are still some shortcomings in this study. For
example, the location and area of each store were not asked, and only rough statistics can be
made. Future research could especially explore how McDonald's chose the emerging
consumer groups, and why it chose them.
Product and Cultural Diversification
In entering the international or global market, McDonald's chooses a franchise model,
uniquely McDonald's makes cultural adjustments in each market country. They realize that
each country has cultural differences including taste, which then creates additional menus.
The following are some examples of the implementation of cultural differences at
McDonald's International outlets:
Thailand
In Thailand, McDonald's has 3 signature menus which are Samurai Pork Burger, Corn
Pie, and Pineapple Pie.
Japan
McDonald's Japan has a Filet-O-Fish menu, although it is available at McDonald's
US, but instead, they offer this staple as a breakfast item. McDonald's Japan also serves
squid ink burgers (with black buns) and Daigaku Imo fries. McDonald's Japan also serves a
variant of chocolate-covered fries.
Norway
McDonald's Norway restaurant offers menu items such as Chilli Cheese tops (which
are like cheese poppers), pasta salad, and some fish items. They also serve breakfast
sandwiches with Brunost, which is a traditional Norwegian cheese.
Brazil
Pão Na Chapa and Pão De Queijo are the two types of bread offered at McDonalds for
breakfast. Pão Na Chapa is bread served with butter and Pão De Queijo is bread served with
cheese. In addition, another major highlight of McDonald's Brazil menu is the Cheddar
McMelt.
India
Unsurprisingly, McDonald's in India has a predominantly vegetarian menu to cater to
customers who don't eat beef or meat at all, and most of the menu has Indian spices and hot
sauces.
Their breakfast menu includes Veg Pizza McPuff, vegetarian pizza pockets, Maharaja
Mac, a chicken version of the Big Mac, as well as a vegetarian version with a patty made
from corn and cheese. McDonald's India also serves many dishes made from paneer, which
is similar to hard cottage cheese, such as the McSpicy Paneer burger or Spicy Paneer Wrap.
Morocco
The meat used at McDonalds Morocco is halal, meaning it is prepared in accordance
with Islamic law and the Quran. They serve staple foods like Big Macs and Happy Meals.
They also have specialty menus such as McArabia, a chicken sandwich with Moroccan
spices in pita bread, which is also found in other Arab countries. In addition, McDonald's
Morocco also serves the Gambas burger, whose patty is made from shrimp instead of meat.
France
McDonald's in France is much more elegant than the usual. They offer the Blue
Cheese Burger, the Alpine Burger with three types of cheese, the McBaguette, and a fancy
burger served with a fork and knife.
McDonald's France locations also emphasize the McCafé section of the restaurant,
serving a variety of baked goods in glass displays and elegant drinks such as creamy
cappuccinos served in glass cups instead of plastic like other McDonald's drinks. In
addition, McDonald's France also has stand-alone McCafé locations unlike McDonald's in
other countries where McDonald's and McCafé are in one location.
McDonald's France is also one of the outlets that have been using automated cash
registers similar to ATMs for a long time, long before McDonald's United States adopted
them. The machine aims to speed up service during long queues.
Mexico
McDonald's Mexico packs a lot of flavor into their menu. They offer the Pico
Guacamole Burger as well as Jalapeño Poppers. Their signature menu for breakfast is
McMollettes. They also have Queso pies and sauces that can only be found at McDonald's
Mexico which are salsa verde and chimichurri.
United States
McDonald's United States itself offers traditional United States food menus that are
combined into more modern food such as the McD Nasi Uduk menu with Sambal Terasi,
McD Chicken Porridge which is used in the breakfast category menu, Rica-Rica Chicken
Rice, Rica-Rica Fish Rice, and Klepon Cake.
Based on this study, it can be concluded that although McDonald's has a positioning in
the minds of consumers as a fast food outlet that sells burgers and crispy chicken, they carry
out a strategy of adjusting to the different tastes and cultural habits of various regions.
McDonald's pays attention to the different regional eating habits in different regions in each
country of McDonald's branches, and develops new products that meet local tastes and
regional characteristics. From a corporate perspective, "integration" makes the brand
strategies of different countries and regions the same, and there will be no differentiated
development. "Differentiation" allows McDonald's to be recognized by local consumers,
and emotionally increases consumers' favorability to the company, so that McDonald's can
promote consumer consumption (Wu & Ma, 2021).
Meeting the Needs of Key Audiences
McDonald's has a wide market so they need to identify the market or audience of their
business. To build a long-term business and win market share, it is important to retain
people once they become customers. Customers are not all the same. Market research
identifies different types of customers.
Before the existence of delivery services, consumer behavior in making purchases on
food products was to come to a physical store location, just like McDonald's consumers who
had to come first to get what they needed or wanted with each having different reasons.
McDonald's can tailor communication to the needs of specific groups. It is their needs that
determine the types of products and services offered, the prices charged, the promotions
made, and the location of the restaurant.
The first audience is parents who have children, McDonald's gives them a menu
selection for children and adults. For example, for children there is a Happy Meal menu and
for adults there is Spicy Chicken or Cola. In addition, McDonald's also provides seats for
toddlers. For the children to adult audience, McDonald's provides a playground and
McDonald's statue. The bright colors (red and yellow) are also an attraction for children.
Another audience is that workers are McDonald's, which is fast food, able to provide
fast service of no more than 15 minutes so that McDonald's can provide solutions for time.
The last audience is teenagers, McDonald's can provide free internet service and a
comfortable place.
Conclusion
This research primarily focuses on McDonald's marketing strategy in United States.
The first focuses on the use of marketing localization which leads to product and cultural
diversification and the second is related to meeting the needs of key audiences. Marketing
localization involves McDonald's combining United States characteristics with local culture
and food characteristics such as the use of sambal terasi, which is typical of United States,
which is then combined with the addition of services such as the internet, play areas, special
seats for toddlers, and others that aim to meet the various needs of their consumers or
audiences. This strategy allowed McDonald's to grow very rapidly in the United States
market in a short time. However, there are still some shortcomings in this study. For
example, the location and area of each store were not asked, and only rough statistics can be
made. Future research could especially explore how McDonald's chose the emerging
consumer groups, and why it chose them.
Product and Cultural Diversification
In entering the international or global market, McDonald's chooses a franchise model,
uniquely McDonald's makes cultural adjustments in each market country. They realize that
each country has cultural differences including taste, which then creates additional menus.
The following are some examples of the implementation of cultural differences at
McDonald's International outlets:
Thailand
In Thailand, McDonald's has 3 signature menus which are Samurai Pork Burger, Corn
Pie, and Pineapple Pie.
Japan
McDonald's Japan has a Filet-O-Fish menu, although it is available at McDonald's
US, but instead, they offer this staple as a breakfast item. McDonald's Japan also serves
squid ink burgers (with black buns) and Daigaku Imo fries. McDonald's Japan also serves a
variant of chocolate-covered fries.
Norway
McDonald's Norway restaurant offers menu items such as Chilli Cheese tops (which
are like cheese poppers), pasta salad, and some fish items. They also serve breakfast
sandwiches with Brunost, which is a traditional Norwegian cheese.
Brazil
Pão Na Chapa and Pão De Queijo are the two types of bread offered at McDonalds for
breakfast. Pão Na Chapa is bread served with butter and Pão De Queijo is bread served with
cheese. In addition, another major highlight of McDonald's Brazil menu is the Cheddar
McMelt.
India
Unsurprisingly, McDonald's in India has a predominantly vegetarian menu to cater to
customers who don't eat beef or meat at all, and most of the menu has Indian spices and hot
sauces.
Their breakfast menu includes Veg Pizza McPuff, vegetarian pizza pockets, Maharaja
Mac, a chicken version of the Big Mac, as well as a vegetarian version with a patty made
from corn and cheese. McDonald's India also serves many dishes made from paneer, which
is similar to hard cottage cheese, such as the McSpicy Paneer burger or Spicy Paneer Wrap.
Morocco
The meat used at McDonalds Morocco is halal, meaning it is prepared in accordance
with Islamic law and the Quran. They serve staple foods like Big Macs and Happy Meals.
They also have specialty menus such as McArabia, a chicken sandwich with Moroccan
spices in pita bread, which is also found in other Arab countries. In addition, McDonald's
Morocco also serves the Gambas burger, whose patty is made from shrimp instead of meat.
France
McDonald's in France is much more elegant than the usual. They offer the Blue
Cheese Burger, the Alpine Burger with three types of cheese, the McBaguette, and a fancy
burger served with a fork and knife.
McDonald's France locations also emphasize the McCafé section of the restaurant,
serving a variety of baked goods in glass displays and elegant drinks such as creamy
cappuccinos served in glass cups instead of plastic like other McDonald's drinks. In
addition, McDonald's France also has stand-alone McCafé locations unlike McDonald's in
other countries where McDonald's and McCafé are in one location.
McDonald's France is also one of the outlets that have been using automated cash
registers similar to ATMs for a long time, long before McDonald's United States adopted
them. The machine aims to speed up service during long queues.
Mexico
McDonald's Mexico packs a lot of flavor into their menu. They offer the Pico
Guacamole Burger as well as Jalapeño Poppers. Their signature menu for breakfast is
McMollettes. They also have Queso pies and sauces that can only be found at McDonald's
Mexico which are salsa verde and chimichurri.
United States
McDonald's United States itself offers traditional United States food menus that are
combined into more modern food such as the McD Nasi Uduk menu with Sambal Terasi,
McD Chicken Porridge which is used in the breakfast category menu, Rica-Rica Chicken
Rice, Rica-Rica Fish Rice, and Klepon Cake.
Based on this study, it can be concluded that although McDonald's has a positioning in
the minds of consumers as a fast food outlet that sells burgers and crispy chicken, they carry
out a strategy of adjusting to the different tastes and cultural habits of various regions.
McDonald's pays attention to the different regional eating habits in different regions in each
country of McDonald's branches, and develops new products that meet local tastes and
regional characteristics. From a corporate perspective, "integration" makes the brand
strategies of different countries and regions the same, and there will be no differentiated
development. "Differentiation" allows McDonald's to be recognized by local consumers,
and emotionally increases consumers' favorability to the company, so that McDonald's can
promote consumer consumption (Wu & Ma, 2021).
Meeting the Needs of Key Audiences
McDonald's has a wide market so they need to identify the market or audience of their
business. To build a long-term business and win market share, it is important to retain
people once they become customers. Customers are not all the same. Market research
identifies different types of customers.
Before the existence of delivery services, consumer behavior in making purchases on
food products was to come to a physical store location, just like McDonald's consumers who
had to come first to get what they needed or wanted with each having different reasons.
McDonald's can tailor communication to the needs of specific groups. It is their needs that
determine the types of products and services offered, the prices charged, the promotions
made, and the location of the restaurant.
The first audience is parents who have children, McDonald's gives them a menu
selection for children and adults. For example, for children there is a Happy Meal menu and
for adults there is Spicy Chicken or Cola. In addition, McDonald's also provides seats for
toddlers. For the children to adult audience, McDonald's provides a playground and
McDonald's statue. The bright colors (red and yellow) are also an attraction for children.
Another audience is that workers are McDonald's, which is fast food, able to provide
fast service of no more than 15 minutes so that McDonald's can provide solutions for time.
The last audience is teenagers, McDonald's can provide free internet service and a
comfortable place.
Conclusion
This research primarily focuses on McDonald's marketing strategy in United States.
The first focuses on the use of marketing localization which leads to product and cultural
diversification and the second is related to meeting the needs of key audiences. Marketing
localization involves McDonald's combining United States characteristics with local culture
and food characteristics such as the use of sambal terasi, which is typical of United States,
which is then combined with the addition of services such as the internet, play areas, special
seats for toddlers, and others that aim to meet the various needs of their consumers or
audiences. This strategy allowed McDonald's to grow very rapidly in the United States
market in a short time. However, there are still some shortcomings in this study. For
example, the location and area of each store were not asked, and only rough statistics can be
made. Future research could especially explore how McDonald's chose the emerging
consumer groups, and why it chose them.
Product and Cultural Diversification
In entering the international or global market, McDonald's chooses a franchise model,
uniquely McDonald's makes cultural adjustments in each market country. They realize that
each country has cultural differences including taste, which then creates additional menus.
The following are some examples of the implementation of cultural differences at
McDonald's International outlets:
Thailand
In Thailand, McDonald's has 3 signature menus which are Samurai Pork Burger, Corn
Pie, and Pineapple Pie.
Japan
McDonald's Japan has a Filet-O-Fish menu, although it is available at McDonald's
US, but instead, they offer this staple as a breakfast item. McDonald's Japan also serves
squid ink burgers (with black buns) and Daigaku Imo fries. McDonald's Japan also serves a
variant of chocolate-covered fries.
Norway
McDonald's Norway restaurant offers menu items such as Chilli Cheese tops (which
are like cheese poppers), pasta salad, and some fish items. They also serve breakfast
sandwiches with Brunost, which is a traditional Norwegian cheese.
Brazil
Pão Na Chapa and Pão De Queijo are the two types of bread offered at McDonalds for
breakfast. Pão Na Chapa is bread served with butter and Pão De Queijo is bread served with
cheese. In addition, another major highlight of McDonald's Brazil menu is the Cheddar
McMelt.
India
Unsurprisingly, McDonald's in India has a predominantly vegetarian menu to cater to
customers who don't eat beef or meat at all, and most of the menu has Indian spices and hot
sauces.
Their breakfast menu includes Veg Pizza McPuff, vegetarian pizza pockets, Maharaja
Mac, a chicken version of the Big Mac, as well as a vegetarian version with a patty made
from corn and cheese. McDonald's India also serves many dishes made from paneer, which
is similar to hard cottage cheese, such as the McSpicy Paneer burger or Spicy Paneer Wrap.
Morocco
The meat used at McDonalds Morocco is halal, meaning it is prepared in accordance
with Islamic law and the Quran. They serve staple foods like Big Macs and Happy Meals.
They also have specialty menus such as McArabia, a chicken sandwich with Moroccan
spices in pita bread, which is also found in other Arab countries. In addition, McDonald's
Morocco also serves the Gambas burger, whose patty is made from shrimp instead of meat.
France
McDonald's in France is much more elegant than the usual. They offer the Blue
Cheese Burger, the Alpine Burger with three types of cheese, the McBaguette, and a fancy
burger served with a fork and knife.
McDonald's France locations also emphasize the McCafé section of the restaurant,
serving a variety of baked goods in glass displays and elegant drinks such as creamy
cappuccinos served in glass cups instead of plastic like other McDonald's drinks. In
addition, McDonald's France also has stand-alone McCafé locations unlike McDonald's in
other countries where McDonald's and McCafé are in one location.
McDonald's France is also one of the outlets that have been using automated cash
registers similar to ATMs for a long time, long before McDonald's United States adopted
them. The machine aims to speed up service during long queues.
Mexico
McDonald's Mexico packs a lot of flavor into their menu. They offer the Pico
Guacamole Burger as well as Jalapeño Poppers. Their signature menu for breakfast is
McMollettes. They also have Queso pies and sauces that can only be found at McDonald's
Mexico which are salsa verde and chimichurri.
United States
McDonald's United States itself offers traditional United States food menus that are
combined into more modern food such as the McD Nasi Uduk menu with Sambal Terasi,
McD Chicken Porridge which is used in the breakfast category menu, Rica-Rica Chicken
Rice, Rica-Rica Fish Rice, and Klepon Cake.
Based on this study, it can be concluded that although McDonald's has a positioning in
the minds of consumers as a fast food outlet that sells burgers and crispy chicken, they carry
out a strategy of adjusting to the different tastes and cultural habits of various regions.
McDonald's pays attention to the different regional eating habits in different regions in each
country of McDonald's branches, and develops new products that meet local tastes and
regional characteristics. From a corporate perspective, "integration" makes the brand
strategies of different countries and regions the same, and there will be no differentiated
development. "Differentiation" allows McDonald's to be recognized by local consumers,
and emotionally increases consumers' favorability to the company, so that McDonald's can
promote consumer consumption (Wu & Ma, 2021).
Meeting the Needs of Key Audiences
McDonald's has a wide market so they need to identify the market or audience of their
business. To build a long-term business and win market share, it is important to retain
people once they become customers. Customers are not all the same. Market research
identifies different types of customers.
Before the existence of delivery services, consumer behavior in making purchases on
food products was to come to a physical store location, just like McDonald's consumers who
had to come first to get what they needed or wanted with each having different reasons.
McDonald's can tailor communication to the needs of specific groups. It is their needs that
determine the types of products and services offered, the prices charged, the promotions
made, and the location of the restaurant.
The first audience is parents who have children, McDonald's gives them a menu
selection for children and adults. For example, for children there is a Happy Meal menu and
for adults there is Spicy Chicken or Cola. In addition, McDonald's also provides seats for
toddlers. For the children to adult audience, McDonald's provides a playground and
McDonald's statue. The bright colors (red and yellow) are also an attraction for children.
Another audience is that workers are McDonald's, which is fast food, able to provide
fast service of no more than 15 minutes so that McDonald's can provide solutions for time.
The last audience is teenagers, McDonald's can provide free internet service and a
comfortable place.
Conclusion
This research primarily focuses on McDonald's marketing strategy in United States.
The first focuses on the use of marketing localization which leads to product and cultural
diversification and the second is related to meeting the needs of key audiences. Marketing
localization involves McDonald's combining United States characteristics with local culture
and food characteristics such as the use of sambal terasi, which is typical of United States,
which is then combined with the addition of services such as the internet, play areas, special
seats for toddlers, and others that aim to meet the various needs of their consumers or
audiences. This strategy allowed McDonald's to grow very rapidly in the United States
market in a short time. However, there are still some shortcomings in this study. For
example, the location and area of each store were not asked, and only rough statistics can be
made. Future research could especially explore how McDonald's chose the emerging
consumer groups, and why it chose them.
Product and Cultural Diversification
In entering the international or global market, McDonald's chooses a franchise model,
uniquely McDonald's makes cultural adjustments in each market country. They realize that
each country has cultural differences including taste, which then creates additional menus.
The following are some examples of the implementation of cultural differences at
McDonald's International outlets:
Thailand
In Thailand, McDonald's has 3 signature menus which are Samurai Pork Burger, Corn
Pie, and Pineapple Pie.
Japan
McDonald's Japan has a Filet-O-Fish menu, although it is available at McDonald's
US, but instead, they offer this staple as a breakfast item. McDonald's Japan also serves
squid ink burgers (with black buns) and Daigaku Imo fries. McDonald's Japan also serves a
variant of chocolate-covered fries.
Norway
McDonald's Norway restaurant offers menu items such as Chilli Cheese tops (which
are like cheese poppers), pasta salad, and some fish items. They also serve breakfast
sandwiches with Brunost, which is a traditional Norwegian cheese.
Brazil
Pão Na Chapa and Pão De Queijo are the two types of bread offered at McDonalds for
breakfast. Pão Na Chapa is bread served with butter and Pão De Queijo is bread served with
cheese. In addition, another major highlight of McDonald's Brazil menu is the Cheddar
McMelt.
India
Unsurprisingly, McDonald's in India has a predominantly vegetarian menu to cater to
customers who don't eat beef or meat at all, and most of the menu has Indian spices and hot
sauces.
Their breakfast menu includes Veg Pizza McPuff, vegetarian pizza pockets, Maharaja
Mac, a chicken version of the Big Mac, as well as a vegetarian version with a patty made
from corn and cheese. McDonald's India also serves many dishes made from paneer, which
is similar to hard cottage cheese, such as the McSpicy Paneer burger or Spicy Paneer Wrap.
Morocco
The meat used at McDonalds Morocco is halal, meaning it is prepared in accordance
with Islamic law and the Quran. They serve staple foods like Big Macs and Happy Meals.
They also have specialty menus such as McArabia, a chicken sandwich with Moroccan
spices in pita bread, which is also found in other Arab countries. In addition, McDonald's
Morocco also serves the Gambas burger, whose patty is made from shrimp instead of meat.
France
McDonald's in France is much more elegant than the usual. They offer the Blue
Cheese Burger, the Alpine Burger with three types of cheese, the McBaguette, and a fancy
burger served with a fork and knife.
McDonald's France locations also emphasize the McCafé section of the restaurant,
serving a variety of baked goods in glass displays and elegant drinks such as creamy
cappuccinos served in glass cups instead of plastic like other McDonald's drinks. In
addition, McDonald's France also has stand-alone McCafé locations unlike McDonald's in
other countries where McDonald's and McCafé are in one location.
McDonald's France is also one of the outlets that have been using automated cash
registers similar to ATMs for a long time, long before McDonald's United States adopted
them. The machine aims to speed up service during long queues.
Mexico
McDonald's Mexico packs a lot of flavor into their menu. They offer the Pico
Guacamole Burger as well as Jalapeño Poppers. Their signature menu for breakfast is
McMollettes. They also have Queso pies and sauces that can only be found at McDonald's
Mexico which are salsa verde and chimichurri.
United States
McDonald's United States itself offers traditional United States food menus that are
combined into more modern food such as the McD Nasi Uduk menu with Sambal Terasi,
McD Chicken Porridge which is used in the breakfast category menu, Rica-Rica Chicken
Rice, Rica-Rica Fish Rice, and Klepon Cake.
Based on this study, it can be concluded that although McDonald's has a positioning in
the minds of consumers as a fast food outlet that sells burgers and crispy chicken, they carry
out a strategy of adjusting to the different tastes and cultural habits of various regions.
McDonald's pays attention to the different regional eating habits in different regions in each
country of McDonald's branches, and develops new products that meet local tastes and
regional characteristics. From a corporate perspective, "integration" makes the brand
strategies of different countries and regions the same, and there will be no differentiated
development. "Differentiation" allows McDonald's to be recognized by local consumers,
and emotionally increases consumers' favorability to the company, so that McDonald's can
promote consumer consumption (Wu & Ma, 2021).
Meeting the Needs of Key Audiences
McDonald's has a wide market so they need to identify the market or audience of their
business. To build a long-term business and win market share, it is important to retain
people once they become customers. Customers are not all the same. Market research
identifies different types of customers.
Before the existence of delivery services, consumer behavior in making purchases on
food products was to come to a physical store location, just like McDonald's consumers who
had to come first to get what they needed or wanted with each having different reasons.
McDonald's can tailor communication to the needs of specific groups. It is their needs that
determine the types of products and services offered, the prices charged, the promotions
made, and the location of the restaurant.
The first audience is parents who have children, McDonald's gives them a menu
selection for children and adults. For example, for children there is a Happy Meal menu and
for adults there is Spicy Chicken or Cola. In addition, McDonald's also provides seats for
toddlers. For the children to adult audience, McDonald's provides a playground and
McDonald's statue. The bright colors (red and yellow) are also an attraction for children.
Another audience is that workers are McDonald's, which is fast food, able to provide
fast service of no more than 15 minutes so that McDonald's can provide solutions for time.
The last audience is teenagers, McDonald's can provide free internet service and a
comfortable place.
Conclusion
This research primarily focuses on McDonald's marketing strategy in United States.
The first focuses on the use of marketing localization which leads to product and cultural
diversification and the second is related to meeting the needs of key audiences. Marketing
localization involves McDonald's combining United States characteristics with local culture
and food characteristics such as the use of sambal terasi, which is typical of United States,
which is then combined with the addition of services such as the internet, play areas, special
seats for toddlers, and others that aim to meet the various needs of their consumers or
audiences. This strategy allowed McDonald's to grow very rapidly in the United States
market in a short time. However, there are still some shortcomings in this study. For
example, the location and area of each store were not asked, and only rough statistics can be
made. Future research could especially explore how McDonald's chose the emerging
consumer groups, and why it chose them.
Product and Cultural Diversification
In entering the international or global market, McDonald's chooses a franchise model,
uniquely McDonald's makes cultural adjustments in each market country. They realize that
each country has cultural differences including taste, which then creates additional menus.
The following are some examples of the implementation of cultural differences at
McDonald's International outlets:
Thailand
In Thailand, McDonald's has 3 signature menus which are Samurai Pork Burger, Corn
Pie, and Pineapple Pie.
Japan
McDonald's Japan has a Filet-O-Fish menu, although it is available at McDonald's
US, but instead, they offer this staple as a breakfast item. McDonald's Japan also serves
squid ink burgers (with black buns) and Daigaku Imo fries. McDonald's Japan also serves a
variant of chocolate-covered fries.
Norway
McDonald's Norway restaurant offers menu items such as Chilli Cheese tops (which
are like cheese poppers), pasta salad, and some fish items. They also serve breakfast
sandwiches with Brunost, which is a traditional Norwegian cheese.
Brazil
Pão Na Chapa and Pão De Queijo are the two types of bread offered at McDonalds for
breakfast. Pão Na Chapa is bread served with butter and Pão De Queijo is bread served with
cheese. In addition, another major highlight of McDonald's Brazil menu is the Cheddar
McMelt.
India
Unsurprisingly, McDonald's in India has a predominantly vegetarian menu to cater to
customers who don't eat beef or meat at all, and most of the menu has Indian spices and hot
sauces.
Their breakfast menu includes Veg Pizza McPuff, vegetarian pizza pockets, Maharaja
Mac, a chicken version of the Big Mac, as well as a vegetarian version with a patty made
from corn and cheese. McDonald's India also serves many dishes made from paneer, which
is similar to hard cottage cheese, such as the McSpicy Paneer burger or Spicy Paneer Wrap.
Morocco
The meat used at McDonalds Morocco is halal, meaning it is prepared in accordance
with Islamic law and the Quran. They serve staple foods like Big Macs and Happy Meals.
They also have specialty menus such as McArabia, a chicken sandwich with Moroccan
spices in pita bread, which is also found in other Arab countries. In addition, McDonald's
Morocco also serves the Gambas burger, whose patty is made from shrimp instead of meat.
France
McDonald's in France is much more elegant than the usual. They offer the Blue
Cheese Burger, the Alpine Burger with three types of cheese, the McBaguette, and a fancy
burger served with a fork and knife.
McDonald's France locations also emphasize the McCafé section of the restaurant,
serving a variety of baked goods in glass displays and elegant drinks such as creamy
cappuccinos served in glass cups instead of plastic like other McDonald's drinks. In
addition, McDonald's France also has stand-alone McCafé locations unlike McDonald's in
other countries where McDonald's and McCafé are in one location.
McDonald's France is also one of the outlets that have been using automated cash
registers similar to ATMs for a long time, long before McDonald's United States adopted
them. The machine aims to speed up service during long queues.
Mexico
McDonald's Mexico packs a lot of flavor into their menu. They offer the Pico
Guacamole Burger as well as Jalapeño Poppers. Their signature menu for breakfast is
McMollettes. They also have Queso pies and sauces that can only be found at McDonald's
Mexico which are salsa verde and chimichurri.
United States
McDonald's United States itself offers traditional United States food menus that are
combined into more modern food such as the McD Nasi Uduk menu with Sambal Terasi,
McD Chicken Porridge which is used in the breakfast category menu, Rica-Rica Chicken
Rice, Rica-Rica Fish Rice, and Klepon Cake.
Based on this study, it can be concluded that although McDonald's has a positioning in
the minds of consumers as a fast food outlet that sells burgers and crispy chicken, they carry
out a strategy of adjusting to the different tastes and cultural habits of various regions.
McDonald's pays attention to the different regional eating habits in different regions in each
country of McDonald's branches, and develops new products that meet local tastes and
regional characteristics. From a corporate perspective, "integration" makes the brand
strategies of different countries and regions the same, and there will be no differentiated
development. "Differentiation" allows McDonald's to be recognized by local consumers,
and emotionally increases consumers' favorability to the company, so that McDonald's can
promote consumer consumption (Wu & Ma, 2021).
Meeting the Needs of Key Audiences
McDonald's has a wide market so they need to identify the market or audience of their
business. To build a long-term business and win market share, it is important to retain
people once they become customers. Customers are not all the same. Market research
identifies different types of customers.
Before the existence of delivery services, consumer behavior in making purchases on
food products was to come to a physical store location, just like McDonald's consumers who
had to come first to get what they needed or wanted with each having different reasons.
McDonald's can tailor communication to the needs of specific groups. It is their needs that
determine the types of products and services offered, the prices charged, the promotions
made, and the location of the restaurant.
The first audience is parents who have children, McDonald's gives them a menu
selection for children and adults. For example, for children there is a Happy Meal menu and
for adults there is Spicy Chicken or Cola. In addition, McDonald's also provides seats for
toddlers. For the children to adult audience, McDonald's provides a playground and
McDonald's statue. The bright colors (red and yellow) are also an attraction for children.
Another audience is that workers are McDonald's, which is fast food, able to provide
fast service of no more than 15 minutes so that McDonald's can provide solutions for time.
The last audience is teenagers, McDonald's can provide free internet service and a
comfortable place.
Conclusion
This research primarily focuses on McDonald's marketing strategy in United States.
The first focuses on the use of marketing localization which leads to product and cultural
diversification and the second is related to meeting the needs of key audiences. Marketing
localization involves McDonald's combining United States characteristics with local culture
and food characteristics such as the use of sambal terasi, which is typical of United States,
which is then combined with the addition of services such as the internet, play areas, special
seats for toddlers, and others that aim to meet the various needs of their consumers or
audiences. This strategy allowed McDonald's to grow very rapidly in the United States
market in a short time. However, there are still some shortcomings in this study. For
example, the location and area of each store were not asked, and only rough statistics can be
made. Future research could especially explore how McDonald's chose the emerging
consumer groups, and why it chose them.
Product and Cultural Diversification
In entering the international or global market, McDonald's chooses a franchise model,
uniquely McDonald's makes cultural adjustments in each market country. They realize that
each country has cultural differences including taste, which then creates additional menus.
The following are some examples of the implementation of cultural differences at
McDonald's International outlets:
Thailand
In Thailand, McDonald's has 3 signature menus which are Samurai Pork Burger, Corn
Pie, and Pineapple Pie.
Japan
McDonald's Japan has a Filet-O-Fish menu, although it is available at McDonald's
US, but instead, they offer this staple as a breakfast item. McDonald's Japan also serves
squid ink burgers (with black buns) and Daigaku Imo fries. McDonald's Japan also serves a
variant of chocolate-covered fries.
Norway
McDonald's Norway restaurant offers menu items such as Chilli Cheese tops (which
are like cheese poppers), pasta salad, and some fish items. They also serve breakfast
sandwiches with Brunost, which is a traditional Norwegian cheese.
Brazil
Pão Na Chapa and Pão De Queijo are the two types of bread offered at McDonalds for
breakfast. Pão Na Chapa is bread served with butter and Pão De Queijo is bread served with
cheese. In addition, another major highlight of McDonald's Brazil menu is the Cheddar
McMelt.
India
Unsurprisingly, McDonald's in India has a predominantly vegetarian menu to cater to
customers who don't eat beef or meat at all, and most of the menu has Indian spices and hot
sauces.
Their breakfast menu includes Veg Pizza McPuff, vegetarian pizza pockets, Maharaja
Mac, a chicken version of the Big Mac, as well as a vegetarian version with a patty made
from corn and cheese. McDonald's India also serves many dishes made from paneer, which
is similar to hard cottage cheese, such as the McSpicy Paneer burger or Spicy Paneer Wrap.
Morocco
The meat used at McDonalds Morocco is halal, meaning it is prepared in accordance
with Islamic law and the Quran. They serve staple foods like Big Macs and Happy Meals.
They also have specialty menus such as McArabia, a chicken sandwich with Moroccan
spices in pita bread, which is also found in other Arab countries. In addition, McDonald's
Morocco also serves the Gambas burger, whose patty is made from shrimp instead of meat.
France
McDonald's in France is much more elegant than the usual. They offer the Blue
Cheese Burger, the Alpine Burger with three types of cheese, the McBaguette, and a fancy
burger served with a fork and knife.
McDonald's France locations also emphasize the McCafé section of the restaurant,
serving a variety of baked goods in glass displays and elegant drinks such as creamy
cappuccinos served in glass cups instead of plastic like other McDonald's drinks. In
addition, McDonald's France also has stand-alone McCafé locations unlike McDonald's in
other countries where McDonald's and McCafé are in one location.
McDonald's France is also one of the outlets that have been using automated cash
registers similar to ATMs for a long time, long before McDonald's United States adopted
them. The machine aims to speed up service during long queues.
Mexico
McDonald's Mexico packs a lot of flavor into their menu. They offer the Pico
Guacamole Burger as well as Jalapeño Poppers. Their signature menu for breakfast is
McMollettes. They also have Queso pies and sauces that can only be found at McDonald's
Mexico which are salsa verde and chimichurri.
United States
McDonald's United States itself offers traditional United States food menus that are
combined into more modern food such as the McD Nasi Uduk menu with Sambal Terasi,
McD Chicken Porridge which is used in the breakfast category menu, Rica-Rica Chicken
Rice, Rica-Rica Fish Rice, and Klepon Cake.
Based on this study, it can be concluded that although McDonald's has a positioning in
the minds of consumers as a fast food outlet that sells burgers and crispy chicken, they carry
out a strategy of adjusting to the different tastes and cultural habits of various regions.
McDonald's pays attention to the different regional eating habits in different regions in each
country of McDonald's branches, and develops new products that meet local tastes and
regional characteristics. From a corporate perspective, "integration" makes the brand
strategies of different countries and regions the same, and there will be no differentiated
development. "Differentiation" allows McDonald's to be recognized by local consumers,
and emotionally increases consumers' favorability to the company, so that McDonald's can
promote consumer consumption (Wu & Ma, 2021).
Meeting the Needs of Key Audiences
McDonald's has a wide market so they need to identify the market or audience of their
business. To build a long-term business and win market share, it is important to retain
people once they become customers. Customers are not all the same. Market research
identifies different types of customers.
Before the existence of delivery services, consumer behavior in making purchases on
food products was to come to a physical store location, just like McDonald's consumers who
had to come first to get what they needed or wanted with each having different reasons.
McDonald's can tailor communication to the needs of specific groups. It is their needs that
determine the types of products and services offered, the prices charged, the promotions
made, and the location of the restaurant.
The first audience is parents who have children, McDonald's gives them a menu
selection for children and adults. For example, for children there is a Happy Meal menu and
for adults there is Spicy Chicken or Cola. In addition, McDonald's also provides seats for
toddlers. For the children to adult audience, McDonald's provides a playground and
McDonald's statue. The bright colors (red and yellow) are also an attraction for children.
Another audience is that workers are McDonald's, which is fast food, able to provide
fast service of no more than 15 minutes so that McDonald's can provide solutions for time.
The last audience is teenagers, McDonald's can provide free internet service and a
comfortable place.
Conclusion
This research primarily focuses on McDonald's marketing strategy in United States.
The first focuses on the use of marketing localization which leads to product and cultural
diversification and the second is related to meeting the needs of key audiences. Marketing
localization involves McDonald's combining United States characteristics with local culture
and food characteristics such as the use of sambal terasi, which is typical of United States,
which is then combined with the addition of services such as the internet, play areas, special
seats for toddlers, and others that aim to meet the various needs of their consumers or
audiences. This strategy allowed McDonald's to grow very rapidly in the United States
market in a short time. However, there are still some shortcomings in this study. For
example, the location and area of each store were not asked, and only rough statistics can be
made. Future research could especially explore how McDonald's chose the emerging
consumer groups, and why it chose them.
Product and Cultural Diversification
In entering the international or global market, McDonald's chooses a franchise model,
uniquely McDonald's makes cultural adjustments in each market country. They realize that
each country has cultural differences including taste, which then creates additional menus.
The following are some examples of the implementation of cultural differences at
McDonald's International outlets:
Thailand
In Thailand, McDonald's has 3 signature menus which are Samurai Pork Burger, Corn
Pie, and Pineapple Pie.
Japan
McDonald's Japan has a Filet-O-Fish menu, although it is available at McDonald's
US, but instead, they offer this staple as a breakfast item. McDonald's Japan also serves
squid ink burgers (with black buns) and Daigaku Imo fries. McDonald's Japan also serves a
variant of chocolate-covered fries.
Norway
McDonald's Norway restaurant offers menu items such as Chilli Cheese tops (which
are like cheese poppers), pasta salad, and some fish items. They also serve breakfast
sandwiches with Brunost, which is a traditional Norwegian cheese.
Brazil
Pão Na Chapa and Pão De Queijo are the two types of bread offered at McDonalds for
breakfast. Pão Na Chapa is bread served with butter and Pão De Queijo is bread served with
cheese. In addition, another major highlight of McDonald's Brazil menu is the Cheddar
McMelt.
India
Unsurprisingly, McDonald's in India has a predominantly vegetarian menu to cater to
customers who don't eat beef or meat at all, and most of the menu has Indian spices and hot
sauces.
Their breakfast menu includes Veg Pizza McPuff, vegetarian pizza pockets, Maharaja
Mac, a chicken version of the Big Mac, as well as a vegetarian version with a patty made
from corn and cheese. McDonald's India also serves many dishes made from paneer, which
is similar to hard cottage cheese, such as the McSpicy Paneer burger or Spicy Paneer Wrap.
Morocco
The meat used at McDonalds Morocco is halal, meaning it is prepared in accordance
with Islamic law and the Quran. They serve staple foods like Big Macs and Happy Meals.
They also have specialty menus such as McArabia, a chicken sandwich with Moroccan
spices in pita bread, which is also found in other Arab countries. In addition, McDonald's
Morocco also serves the Gambas burger, whose patty is made from shrimp instead of meat.
France
McDonald's in France is much more elegant than the usual. They offer the Blue
Cheese Burger, the Alpine Burger with three types of cheese, the McBaguette, and a fancy
burger served with a fork and knife.
McDonald's France locations also emphasize the McCafé section of the restaurant,
serving a variety of baked goods in glass displays and elegant drinks such as creamy
cappuccinos served in glass cups instead of plastic like other McDonald's drinks. In
addition, McDonald's France also has stand-alone McCafé locations unlike McDonald's in
other countries where McDonald's and McCafé are in one location.
McDonald's France is also one of the outlets that have been using automated cash
registers similar to ATMs for a long time, long before McDonald's United States adopted
them. The machine aims to speed up service during long queues.
Mexico
McDonald's Mexico packs a lot of flavor into their menu. They offer the Pico
Guacamole Burger as well as Jalapeño Poppers. Their signature menu for breakfast is
McMollettes. They also have Queso pies and sauces that can only be found at McDonald's
Mexico which are salsa verde and chimichurri.
United States
McDonald's United States itself offers traditional United States food menus that are
combined into more modern food such as the McD Nasi Uduk menu with Sambal Terasi,
McD Chicken Porridge which is used in the breakfast category menu, Rica-Rica Chicken
Rice, Rica-Rica Fish Rice, and Klepon Cake.
Based on this study, it can be concluded that although McDonald's has a positioning in
the minds of consumers as a fast food outlet that sells burgers and crispy chicken, they carry
out a strategy of adjusting to the different tastes and cultural habits of various regions.
McDonald's pays attention to the different regional eating habits in different regions in each
country of McDonald's branches, and develops new products that meet local tastes and
regional characteristics. From a corporate perspective, "integration" makes the brand
strategies of different countries and regions the same, and there will be no differentiated
development. "Differentiation" allows McDonald's to be recognized by local consumers,
and emotionally increases consumers' favorability to the company, so that McDonald's can
promote consumer consumption (Wu & Ma, 2021).
Meeting the Needs of Key Audiences
McDonald's has a wide market so they need to identify the market or audience of their
business. To build a long-term business and win market share, it is important to retain
people once they become customers. Customers are not all the same. Market research
identifies different types of customers.
Before the existence of delivery services, consumer behavior in making purchases on
food products was to come to a physical store location, just like McDonald's consumers who
had to come first to get what they needed or wanted with each having different reasons.
McDonald's can tailor communication to the needs of specific groups. It is their needs that
determine the types of products and services offered, the prices charged, the promotions
made, and the location of the restaurant.
The first audience is parents who have children, McDonald's gives them a menu
selection for children and adults. For example, for children there is a Happy Meal menu and
for adults there is Spicy Chicken or Cola. In addition, McDonald's also provides seats for
toddlers. For the children to adult audience, McDonald's provides a playground and
McDonald's statue. The bright colors (red and yellow) are also an attraction for children.
Another audience is that workers are McDonald's, which is fast food, able to provide
fast service of no more than 15 minutes so that McDonald's can provide solutions for time.
The last audience is teenagers, McDonald's can provide free internet service and a
comfortable place.
Conclusion
This research primarily focuses on McDonald's marketing strategy in United States.
The first focuses on the use of marketing localization which leads to product and cultural
diversification and the second is related to meeting the needs of key audiences. Marketing
localization involves McDonald's combining United States characteristics with local culture
and food characteristics such as the use of sambal terasi, which is typical of United States,
which is then combined with the addition of services such as the internet, play areas, special
seats for toddlers, and others that aim to meet the various needs of their consumers or
audiences. This strategy allowed McDonald's to grow very rapidly in the United States
market in a short time. However, there are still some shortcomings in this study. For
example, the location and area of each store were not asked, and only rough statistics can be
made. Future research could especially explore how McDonald's chose the emerging
consumer groups, and why it chose them.
