Hamburger culture

Lewis, Elen
October 2004
Brand Strategy;Oct2004, Issue 186, p3
Trade Publication
This article presents information on global brands. Mc Donalds is one of the few genuinely global brands which stretches across 119 countries with 31,000 restaurants. However, it continues to adapt, serving Arabian flat bread in Kuwait City; a meat-free McNistisima menu for the fasting Greek Orthodox in Cyprus and a kosher meal in Israel. While these tweaks to the menu may contradict McDonald's original goal to "hamburgerise" the world, it's become a valuable source of new ideas. Those fussy customers in Kyoto Japan, points out Trompenaar, could help create a new role for McDonald's, as it struggles to redefine its brand under the spotlight of obesity.


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