2. Background
• Formed by two brothers, Maurice and Richard
McDonald in 1940 (Racoma 2019).
• Franchise Business
• Biggest restaurant chain
• Operating in 101 countries (racoma 2019).
3. Biggest Chain ever… How?
Marketing!
Consumer and
Culture
Adaptation and
Innovation
Tastes Trends
4. Adaptation and Innovation
• Adjusts menu based on
trends/corporate image
• Fruits
• Vegetables
• Parfaits
• Salads
• Wraps
• Oats
• Adjusts menu based on various cultures
• Religion
• Flexible Marketing Mix
5. Marketing Research
• McDonald’s has to do its homework
• Consumer likes and dislikes
• Different ad campaigns
• Product tests/experimentation
6. Country Menus
• Germany
• Meat sausage + beef
• Beer
• Indonesia
• Muslim substitute pork with fish
• Rice
• Morocco/Saudi Arabia
• Pita bread sandwiches
• Spices: coriander and cumin
• Japan
• Green tea ice cream/milkshakes
• Rice, teriyaki, and shrimp burgers
• Shrimp nuggets
7. Conclusion
• Market is constantly changing
• Adapting and Innovating to the target consumers
• Objective analysis/planning
• New items in the future
• Next time you travel, check out the McDonalds!
8. Works Cited
• Racoma, Bernadine. “How McDonald's Adapts Around the World.”
Day Translations Blog, 11 Jan. 2019,
www.daytranslations.com/blog/how-mcdonalds-adapts-around-
the-world/.
