McDonald's caters to the world's varied tastes


U.S. fast food restaurants are increasingly being called to task for food quality (Taco Bell's bad onions), menu diversity (the call for vegetarian options) and the ethical treatment of animals (Pamela Anderson vs. KFC). In reviewing McDonald's (NYSE: MCD) worldwide operations, I came away impressed with the flexibility it has demonstrated in addressing these concerns. Other corporations should wish to have solutions already so tried and tested.

In the U.K., to convince customers that the meat it serves is raised and slaughtered humanely, the company has a team of volunteer 'Quality Scouts.' These scouts visit farms and processing plants that supply the chain. Videos of these visits and their written reports are posted on the internet.


In Israel's 80 outlets, all beef used is kosher, although only a portion of the restaurants themselves are kosher. The kosher outlets do not serve any dairy products, and are closed on the Sabbath and all religious holidays.

In Muslim countries such as the U.A.E. and Indonesia, all meat served in sandwiches such as the McArabia (a burger served in flatbread rather than a bun) is halal, having been slaughtered in accordance with directives found in the Koran and carrying a Certificate of Islamic Slaughter.

In South America, McDonald's offer the McHuevo sandwich, a burger sandwich with a poached egg and mayonnaise. In India, the menu is full of vegetarian options appealing to the Hindu population.

Having a worldwide presence and food already customized to local tastes gives McDonald's business advantage in the ever-more culturally diverse American market, one I expect it to use to grow its market share.

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