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Successful Localization Strategy Of The Biggest Fast-food Brand In The World

Posted by Chloe G. on December 27, 2021.

McDonald’s is the world’s biggest fast-food restaurant chain.

Assessing McDonald’s successful conquest of one of the world’s largest fast-food markets, localization plays a vital role in McDonald’s success in maintaining its competitive position.

McDonald’s, like other fast-food restaurants, experienced several difficulties as a worldwide company. Despite these setbacks, the company has grown to become one of the world’s most successful fast-food franchises. 

In this blog, we will learn how McDonald’s maintains its dominance with an effective localization strategy.

McDonald’s Adapts To Various Cultures

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Adaptation and innovation are significant factors in the success of McDonald’s restaurant chains in many nations.

The company develops a wide range of services and goods to meet the needs of a diverse consumer market, basing its offerings on customer demographics, local, and economic considerations:

  • In the 1960s, McDonald’s introduced a speedy and low-cost menu to appeal to women entering the workforce and the growing teenage population.
  • By establishing the “quick and convenient” strategy and changing the product listing based on food market trends, the company’s corporate image was improved.

McDonald’s updated their restaurants to create a more consistent, up-to-date atmosphere with a more natural dining feel. The notion they introduced was enhanced by the addition of natural and healthier ingredients such as vegetables, fruits, and salads.

  • Additional goods, such as nutritious drinks and high-quality coffee, continue the company’s innovation, directly competing with local cafés and coffeehouse chain, Starbucks.


McDonald’s Marketing Strategy For Success On A Global Scale

Although it is a fast-food restaurant that primarily sells beef hamburgers and French fries, it is interesting that the international food brand has been welcomed in numerous countries with smart localization strategies. So it’s obvious that McDonald’s marketing team is pretty good at it and if you want to have a good team for your restaurant, when hiring someone use well-generated interview questions for restaurant.

McDonald’s has locations on every continent and operates in over 100 countries.


What Is McDonald’s International Strategy’s Secret to Success?

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McDonald’s is an example of a business that benefited greatly from globalization. Of course, this is largely owing to the company’s dual marketing strategy:

#1. Standardization strategy

McFlurry, McNuggets, McChicken, Happy Meal, and Filet-O-Fish are available at every location where the firm operates. The strategy gives the organization a positive image. McDonald’s was able to save time and money because of the strategy, which helped them achieve economies of scale.

#2. Localization strategy

Localization is a great contribution to the strategy. McDonald’s adjusts to the needs of customers as required by the cultures of specific regions using this method.

McDonald’s has a great deal of success with adaptation. The plan allows the fast-food company to expand its global presence. Higher communication and production charges are required by the plan.

Besides the winning techniques, the company’s marketing mix is also adaptable, allowing it to be tailored to the needs of the local market in terms of distribution, promotions, and pricing.


How Does McDonald’s Fare In Other Countries?

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Besides localization, McDonald’s uses various strategic marketing approaches including segmentation and product testing as a global brand.

For example, when you compare the techniques for the American and Japanese markets you’ll see a significant difference.

  • In the United States. McDonald’s takes the largest share of the company’s budget. In its home nation, where it has the largest and most loyal audience, the corporation conducts many new product trials and innovations. In the United States, where McDonald’s creates roughly 250 adverts per year, the company’s advertising is aimed primarily at youngsters.
  • In Japan. The company’s advertising campaigns are quite diverse. The advertisements in Japan are aimed at both adults and children and include some aspects that are specific to the culture of the country.

McDonald’s can adjust its food and business plans to fit any culture. When it produces new menu items, it demonstrates that it appreciates cultural differences and follows the country’s policies.

The corporation conducts product testing and experimentation by adding or removing food items based on consumer demand and local trends.

McDonald’s in the United States is currently offering McRibs for a limited time. The Teri Tama Burger is a spring menu item in Japan, while the Tsukimi Burger is a fall menu item.

McDonald’s’ localized marketing strategies are extremely effective. It adapts its name for the Japanese market by utilizing the name Makudonarudo, which is not only appealing but also highly fitting.

Because the Japanese have a different appetite than Americans, burgers, fries, and drinks are served in smaller servings in Japan.


Getting to Global Adaptation

mcdonald's localization strategy - going to global

By hiring the greatest people for the task, a worldwide brand like McDonald’s may successfully achieve global adaptability.

To ensure complete knowledge of the market and customers, thorough market research, extensive and objective analysis and planning should be combined. Potential demand should be assessed, as well as other factors such as cultural, economic, legal, and labor practices, and import guidelines.

A multinational company’s ability to adapt to the local market depends on its ability to localize. It is critical to have effective communication.

As a result, a global corporation should collaborate with a competent translation services provider to ensure that documents, such as advertising and marketing slogans and menus, are accurately translated.

You don’t want to end up like some other worldwide corporations that failed to fully comprehend their target markets and their unique requirements.


We Can Assist You With Your Localization Services

GTE Localize, a fast-growing translation company, is a one-stop-shop for global organizations and startups, providing a full array of language services.

mcdonald's localization strategy - professionals

All of our native-speaking translators live in the country. They are well-versed in their native culture as well as the subtleties of their language, ensuring that you receive high-quality, accurate, and cost-saving translations on time.

Contact us whenever it is most convenient for you, as we are available 24 hours a day.