Given its place in U.S. culture, McDonald’s European success might surprise some. But it's a product of the giant's deliberately curated local menus.
Everyone has a core McDonald’s memory. It could be at a birthday party, your first Happy Meal, or just another late night of deep-fried indulgence after one too many.
For Europeans, that meant shedding anti-American stereotypes, altering traditional eating habits, and embracing the new forms of food that came with globalization. Despite being somewhat of a powerhouse in the fast-food realm, the company doesn’t look inward for new menu inspiration. Instead, “consumers are the architects of our menu,” he said.
Another example is the breakfast wrap in the U.K., which was removed several years ago. But then scores of fans on social media began talking about it, prompting McDonald’s to bring the wrap back and make it a permanent fixture in its British menu. While McDonald’s has used food to make inroads with Europeans, Crisanti said the company’s business model involving franchises and local supply chains has helped it integrate better in the region, citing France as an example.
Each time the company introduces a new menu, TikToks from McDonald’s enthusiasts flood the internet, garnering millions of views within days. But that “talkability,” as Mentrop puts it, is what the company wants.
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