You CAN fool all thed people all the time!
If You Can't Beat 'Em, Pander to 'Em
How McDonald's outlets keep the locals happy in hotbeds of anti-Americanism.
By Tony Karon, December 2002 Issue
E-Mail This Article
Format for Printing
Write to the Editor
Related Articles
• McDonald's Marketing Makeover - October 31, 2002 Business 2.0
• The Hunt for Globalization That Works - October 28, 2002 Fortune
Recommended Links
• Geopolitical Risk Insurance
• Corporate Accountability
• McDonald's Corp. (MCD)
With anti-American sentiment on the rise, international markets have become perilous for U.S.-based multinationals. But that's just business as usual for McDonald's (MCD). During the last decade, the Illinois-based chain has been the target of political protests in more than 50 countries. Alas, preventing Ronald McDonald from taking bullets intended for Uncle Sam often means using marketing tricks that would never play in Peoria.
France 1997-2002
Problem: Backlash against U.S. cultural imperialism. When French farmer Jose Bove vandalized a McDonald's outlet in 1999, his compatriots were thrilled.
McSpin: Franchise launches ads featuring cowboys who boast that McDonald's France refuses to import American beef "to guarantee maximum hygienic conditions." Ronald McDonald takes a backseat to Asterix, the cartoon defender of French independence.
Yugoslavia 1998
Problem: Operating under NATO auspices, the U.S. military begins a bombing campaign against Belgrade.
McSpin: Franchise repositions McDonald's as a symbol of anti-NATO protest. Hands out free burgers at rallies and adds a Serbian nationalist cap to the Golden Arches icon under the slogan "McDonald's is yours."
Indonesia 2002
Problem: Anger over U.S. military campaign in Afghanistan triggers protests in the world's most populous Muslim nation.
McSpin: Outlets install large photos of Indonesian franchise owner making the hajj pilgrimage to Mecca. Staff wears religion-inspired clothing on Fridays, while new TV commercials emphasize local ownership.
Egypt 2001
Problem: Anti-American boycott sparked by U.S. support for Israel.
McSpin: Local outlets introduce the McFalafel, rolled out behind an ad jingle sung by Shabaan Abdel Rahim, best known for his chart-topping hit "I Hate Israel."
Saudi Arabia 2002
Problem: Arab anger at Israel's response to Palestinian uprising triggers boycott of American products.
McSpin: A Ramadan promotion by the Saudi franchise sends 30 cents from every Big Mac sold to the Red Crescent Society and Nasser Hospital in Gaza for treatment of Palestinian casualties.
business2.com |
