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Going Global Case Study

Case Title:

McDonald's Localisation Strategy: Brand Unification, Menu Diversification?

Publication Year : 2006

Authors: Kisholoy, Sumit Kumar Chaudhuri

Industry: Retailing


Case Code: GGL0031

Teaching Note: Available

Structured Assignment: Available

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McDonald's, the world's leading fast-food retailer with 30,000 restaurants in 119 countries, has successfully maintained its global brand identity by standardising its principles and service quality but customising its offerings across the globe. The highlight of McDonald's localisation strategy has been its foray into Asia where it has survived and has repeatedly proved itself vis-à-vis other big food retailers who have failed due to their inability to adapt to Asia's diverse cultures, tastes and temperaments.

Pedagogical Objectives:

  • To understand the importance of adaptation to local culture, tastes and preferences for global food retailers
  • To understand how McDonald's has maintained uniform brand identity across the globe while customizing its menu to suit local tastes
  • To analyse whether McDonald's localization strategy would prove to be a disadvantage in case the brand loses its unique American appeal.


  • McDonald's Localization Strategies across Markets
  • Localization through Brand Unification and Menu Diversification?

Keywords : 'I'm lovin' it'; Balanced and active lifestyles; Localisation strategies of McDonalds's in Asia; McDonald's 'Happy Price Menu' in India; Food studios; McDonald's on the move; Localising the on-line world; Corporate Strategies Case Study; The McDonald's way; The 5P's (product, price, promotion, place, people) of McDonald's; The QSCV (quality, service, cleanliness and value) Principle; Menu customisation; Flexible operating platform

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