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Group 1Elizabath EappenIris GomesNeethu Theresa JacobSwarupa Rani SahuDivyanshi Gupta
McDonaldization in China• 235 restaurants in China• 158 McD franchises in Hong Kong• One McD for every 42,000 residents• M...
Cultural Imperialism through McD • Thomas Friedman says “McDonald’s serves   the interest of middle classes that are   eme...
Localization of McDonald’s• Daniel Ng, an American-trained engineer,  opened Hong Kong’s first McD in 1975,  promoting McD...
McD: Menu Customization• McDonald’s open a new restaurant every 17hrs• Makes heroic efforts to ensure food looks, feels  a...
McDonald’s Success Secret• “Golden Arches”• Targeted Children of age 3 – 13 yrs and their  harried, stressed-out parents• ...
Celebrating with the Little Emperors• Changing lifestyle and family culture helped McD• McD promotes Birthday Party• McD o...
Feeding China’s Little Emperors• Entertain children and help frustrated parents  – Uncle and Aunty McDonald• Outlet visits...
McDonald’s: Set Backs• Often preferred site for anti-American  demonstrations• Past 5 yrs, McD has been targets of violent...
McD: A Cultural Change• Clean toilets showing public civility• Changing local culture and higher standard of  company• You...
Imitating McDonald’s• McD attracts Chinese – food is safe, clean and  reliable• New model of modernization, hygiene and  r...
China’s graying population• With the increasing of the elders, the locus of  consumer power will soon shift generations as...
LIBA   13
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China’s big mac attack (2)

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China’s big mac attack (2)

  1. 1. Group 1Elizabath EappenIris GomesNeethu Theresa JacobSwarupa Rani SahuDivyanshi Gupta
  2. 2. McDonaldization in China• 235 restaurants in China• 158 McD franchises in Hong Kong• One McD for every 42,000 residents• Menu board in Chinese with english in small letters LIBA 2
  3. 3. Cultural Imperialism through McD • Thomas Friedman says “McDonald’s serves the interest of middle classes that are emerging in autocratic, undemocratic societies. Countries that have a McDonald’s within their borders have never gone to war against each other” • Experience: eating in a cheerful, AC, child-friendly restaurant that offers revolutionary innovation of clean toilets LIBA 3
  4. 4. Localization of McDonald’s• Daniel Ng, an American-trained engineer, opened Hong Kong’s first McD in 1975, promoting McDonald’s as an outpost to forget that they lived in a tiny colony on the rim of Maoist China• The signs outside his first restaurant were in English, the Chinese character for McDonald’s didn’t appear until the business was safely established LIBA 4
  5. 5. McD: Menu Customization• McDonald’s open a new restaurant every 17hrs• Makes heroic efforts to ensure food looks, feels and tastes same everywhere• Menus vary only when need for beyond burgers and fries Spicy Wings – Beijing Vegetable McNuggets – New Delhi Kosher Big Macs - Jerusalem LIBA 5
  6. 6. McDonald’s Success Secret• “Golden Arches”• Targeted Children of age 3 – 13 yrs and their harried, stressed-out parents• Parents wanted their children to connect with world outside China• “McD important stop on way to Harvard or MIT• Haven for school age children – No smoking, no alcohol – Effectively eliminating drugs and gangs LIBA 6
  7. 7. Celebrating with the Little Emperors• Changing lifestyle and family culture helped McD• McD promotes Birthday Party• McD offers a party package (food, cake, gifts, toys) – Ronald Room• Convenient and welcome place for family celebrations LIBA 7
  8. 8. Feeding China’s Little Emperors• Entertain children and help frustrated parents – Uncle and Aunty McDonald• Outlet visits as reward for good behavior or academic achievement• Children are full scale customers who command respect in today’s economy LIBA 8
  9. 9. McDonald’s: Set Backs• Often preferred site for anti-American demonstrations• Past 5 yrs, McD has been targets of violent protests• Like the Stars and the Stripes, the Big Mac stands for America LIBA 9
  10. 10. McD: A Cultural Change• Clean toilets showing public civility• Changing local culture and higher standard of company• Young crew local workers promoted to management’s rankings• Changing fast food restaurants into leisure centers for seniors and after school clubs for students LIBA 10
  11. 11. Imitating McDonald’s• McD attracts Chinese – food is safe, clean and reliable• New model of modernization, hygiene and responsible management• McDucks, Mcdonal’s, Nancy’s Express(N) and Honggaoliang (H) : dressing uniforms coperate mascots, showing cleaniness LIBA 11
  12. 12. China’s graying population• With the increasing of the elders, the locus of consumer power will soon shift generations as the parents of today’s little emperors retire• McDonald’s : from a child-centered industry to be a welcoming retreat from the isolation and loneliness of urban life LIBA 12
  13. 13. LIBA 13

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