Sense of identity crucial for fast food worldwide

Stewart-Allen, Allyson L.
November 2001
Marketing News;11/19/2001, Vol. 35 Issue 24, p12
Trade Publication
The article provides information on international marketing strategy of restaurants. The popular sandwich in British restaurants, the All Day Breakfast sandwich, is seen as too indulgent in the U.S. What has proved a constant, proven by its marketing research findings, is Pret's instore experience. The same clean, modem, bright stainless steel fixtures can be found on both sides of the Atlantic, and according to Willoughby, The urban office worker's needs in New York are the same as the Great Britain. In looking at other restaurants that have made adjustments to their operations when venturing outside their home markets, The author of this article was reminded of the McDonald's menu at my local store here in London, where the latest offering is the McTikka Wrap, a soft tortilla-like shell filled with Indian spiced chicken tikka, the most popular Indian dish in Britain


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