In: Operations Management
Research a foreign country in order to discover some of the cultural differences and/or government regulations that may result in revising a promotion or a brand. Share these with each other in this discussion. |
There are many such brands which have their unique marketing promotions which change with the countries they operate in. We will discuss one of such brand McDonalds below in detailed in a country like India which is culturally very different from other nations. Also due to some of the stringent Indian government regulations, McDonald has changed their way of promotions.
1. McDonald’s:
Mc. Donald’s is hip all over the world, Including in Asia, especially in India. However the menu of McDonalds is not same across the world. It’s very different from country to country even though some of the items are same. In India, there are some food items that are similar, but others that are very much different from the U.S. menu. Through comparing the McDonald's menu in the U.S. and India, we can see that fast food menus can truly give us a perspective on cultural similarities and culinary differences throughout the world.
Food Items that are similar: In both the U.S. and India, popular breakfast items include McMuffins (sausage, egg, and/or cheese), Hot Cakes and Hash Browns. Popular items that are listed on both menus include the Filet-O-Fish, McChicken, Chicken McNuggets, and of course the fries.
Food Items that are Different: In terms of breakfast items, there are some options that are very unique to the Indian McDonald's menu that suits the taste of the locals such as the McEgg (different from an egg McMuffin because the egg is steamed and flavoured with Indian masala) and the Veg McMuffin (with a veggie patty). The McDonald's menu in India includes lot of vegetarian options and items inspired by Indian cuisine. Some of the options that are unique to Indian McDonald's are Maharaja Mac (choose veg or chicken), the Veg Pizza McPuff, McAloo Tikki (potato patty), McSpicy Paneer (cheese patty), and the Masala Grill Veg.
The US menu has more options for breakfast such as parfaits, oatmeal, and breakfast burritos, all of which are not available in India. The US menu also has McMuffins with bacon and beef, both of which are not usually eaten in India due to religious beliefs. Therefore, no such food items exist on the Indian menu. The U.S. menu includes hamburgers and cheeseburgers of all different variations. Eating pork or beef is not a common practice in India, as it goes against many Hindu religious beliefs.
Drink Options: Just like the U.S. , the Indian McDonald's drink options include classic milkshakes, teas , Coke products, and 3 types of coffee. Things unique to the Indian menu include Thumbs Up (Indian soda) and McFloats (ice cream sodas).
The Indian McDonald's drinks menu is very limited as compared to the US beverages menu. The US menu has more caffeine based drinks such as Frappes, lattes, and mochas. Also, the U.S. menu includes beverages like smoothies and hot chocolate.
Prices: In the United States, Medium fries cost $1.79 (about Rs. 115.30), a McChicken burger costs $1.29 (about Rs. 83.10)., and 6-piece Chicken McNuggets cost $3.99 (about Rs. 256.46).
In India, Medium fries cost Rs. 75 (about $1.16), a McChicken burger costs Rs. 89 (about $1.38) and a 6-piece Chicken Nuggets costs Rs. 108 (about $1.68). Some of the higher prices in the US may have to do with the U.S. minimum wage laws for McDonald's workers.
Other Differences In Menus: In the United States there is one menu for McDonald's. However, in India, there are two different menus: one for North India and East India and one for South India and West India. The menu for South and West India has some more other options. The range of beverages (cold and hot) and desserts is much wider than North and East India.
The major difference between the US and Indian menu lies in the range of items both the menus offer. The Indian menu sadly lacks on a various fronts. Whether it is the range of burgers (the US offers ten burgers along with ten Sandwiches while in India, they offer twelve burgers with six breakfast burgers) or the wider range of sides abd desserts .
One key menu option that Indian McDonalds should learn from their US counterpart, is to incorporate healthier food items. McDonald's U.S. provides a wide range of salads with sides like yogurt parfaits and apple slices, the Indian menu is primarily fast food with not much healthy options at all.
McDonald's is a world favourite symbol. However, it is also a symbol of both similarities and differences that exist within different cultures. A fast food McD menu can truly provide with a sense of a traditional Indian cuisine and the westernization of the cuisine.