“I’m Lovin’ It”—Around the World: A Case Study of McDonald’s “Glocalization”

Abstract

This case study deals with an analytical review of the menu adaptations undertaken by McDonald’s in selected countries. Special menu items offered by McDonald’s in India, China, Japan, Saudi Arabia, Germany, Malaysia, France, Australia, Russia, Brazil, Guatemala, and South Africa are reviewed. The focus is on how adaptations were made to menu items considering socio-cultural, religious, food preferences and environmental conditions within each country. It shows the complex factors related to menu items that need to be considered before finalizing menu offerings in a country. It is a classic example of how a global corporation flourishes by using “glocalization.”