The Role Globalization plays on Cuisine for McDonalds

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Recommended: how the processes of “McDonaldization” shape socio-cultural and economic conditions of today’s world,

When society thinks about the local McDonald’s, they probably do not think “innovation’. That is because everyone has become accustomed to the many novelties that McDonald’s has introduced over the years. Some people do not even know that McDonalds was the leader in innovation being the first major international fast food restaurant, with the first drive-through window. What many people do not realize is that McDonald’s continues to drive innovation in fast food. Some times the innovation is well advertised, but other times they are designed so that customers will never even notice (Ritzer, 2004). This paper examines the effects that optimal product positioning strategies have on innovation and creativity for retail outlet locations in the fast food industry. The global fast food powerhouse McDonalds has been the biggest marketer of fast food since 2004, with over 31,000 restaurants in 120 countries, brining in 47 million customers per day (Ritzer, 2004). The relationship between profits and product differentiation reveals that McDonalds is better than most fast food chains at competing locally and globally in large market areas. Ritzer defined this as McDonaldization which is a process by which the principles of fast food restaurants is to dominate more and more sectors of American society as well as the rest of the world (Ritzer, 2004). In large markets such as India with limited competition, McDonalds had the challenge of addressing flavor immigration through global cuisine. For McDonalds converting was going to involve various forms of selection and different taste buds, delivery as well as compatibility. A fast food chain such as McDonalds may market a general menu but in countries like India this chain still needed to... ... middle of paper ... ...ing big, start small, scale fast” growing customer innovation at McDonald’s. , from EBSCOhost Direct database. Hanacek, A. (2007). Unique approaches to innovation: McDonald’s relies on ‘a strange, but beautiful relationship’ to bring new ideas to the marketplace. Snack Food & Wholesale Backery. Retrieved July 23, 2010, from http://www.allbusiness.com/retail-trade/food-beverage-stores-specialty-food/4510323-1.html Murphy, C. (2008). 10 Most Admired for Innovation. Fortune. Retrieved July 08, 2010, from EBSCOhost Direct database. Ritzer, G. (1993). The McDonaldization of Society. Newburry Park, CA. Pine Forge Press. Stamm, B.V. (2008). Managing Innovation, Design and Creativity. John Wiley & Sons, Ltd. Thomadsen, R. (2007). Product Positioning and Competition: The Role of Location in the Fast Food Industry. Marketing Science. 26(6), 792-804.

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