McDonald's communication across China and France

Résumé du document

McDonald's is a world-wide chain of fast-food restaurants. The first one was opened by the McDonald brothers in California, USA in 1940. It offers a large variety of burgers, french fries, nuggets and sodas. McDonald's serves more than 60 million people in 117 countries every day.

The first McDonald in France was opened in Strasbourg in 1979, even though the first one really was in the suburbs of Paris in Creteil but closed rapidly. In 1972 a french business man asked for franchises to open stores in France, he didn't respect the norms so there was a lawsuit and at the end of this lawsuit he lost his rights over the franchise and a new McDonald was opened in Alsace. This one is still opened and was the first of 1110 restaurants in the country.

For France it wasn't really McDonald who decided to do business in the country but it was a good thing because McDonald is in 2010 everywhere and associated to youth. It was at first designed for families but young people when going out decide to stop by a McDonald because it is cheap and they can afford it.

Extraits

[...] Moreover, McDonald has adapted its architecture and its decoration to the French culture. One example is the McDonald in Toulouse in the place Esquirol, where its location is near the Fnac. So the restaurant has taken as theme in order to be well implemented and raised its turnover nearly by One other commercial strategy is that McDonald has endeavored to successfully transform McDonald into a French company and French culture! Everything is French inside McDonald. Employees and managers are French. [...]

[...] Nothing was revolutionary, they only proposed a more expensive Big Mac. Moreover, a Macdonald's restaurant in Beijing even had to stop this campaign because all the souvenir cards had been given out with the menu. Actually, it was not the first time that McDonald's used this strategy, for the Olympic Games 2008 in Beijing, they had as slogan: love it when China wins ».To use national feelings in China in their communication involves more profit and a better image for McDonald's[15]. [...]

[...] Web Apr "McDonald in China." BeijingToday. Web Apr Stratégie Commerciale de McDonald's en France.” E-monsite.com Apr “McDonald's France.” Synergence Apr Senges, Anne. «McDonald's France Change de Couleur. Terraeco.net Jan Apr McDonald's Challenges KFC's China dominance.» Msnbc.com Sept Aliexpress Apr Oak, Brooke. McDonald's Invites Customers to Vote for the Next "Voice of McDonald's aboutmcdonalds.com 04 Nov April 2010 PR, Log. 8McDo supports Filipino bets to global search for Voice of McDonald's». prlog.org 24 Nov April 2010 McDonald's China Details Earthquake Relief Donation Plan». [...]

[...] McDonald's in China cnbc.com 8 July April 2010 Molinario, Marie. McDonald's se Met au Vert lejdd.fr 9Dec April 2010 L'Ecojournal de McDonald's France mcdonalds.fr April 2010 Verot, Olivier. Le Marketing de Mac Do pour les 60ans de la Chine marketing-chine.com 29 Sept April 2010 "Dailymotion - Mc Donald's - Reportage Censurée Par M6 - Une Vidéo Expression Libre." Dailymotion - Online Videos, Music, and Movies. Watch a Video Today! Web Apr McDonald's logo evolution in France. McDonald's campaign for the 60th Anniversary of the Republic of China. [...]

[...] McDonald has two main competitors in China, KFC and Pizza Hut. Instead of opening new stores in different locations in order to overtake its competitors, McDonald prefers to choose two niche areas or green field areas for growth in which he can take advantage of the first mover, drive- through and locations open all night. Indeed, Deutsche Bank analyst Jason West said the strategy may help McDonald's make up for lost time. believe McDonald's has an opportunity to establish a niche as the dominant drive-thru player in the Chinese market, West said in a note to investors, “while KFC clearly dominates the market for in-line fast food chain restaurants, it is not making an aggressive push into drive-thru.” Moreover, McDonald made a 20-year agreement with Sinopec, China's state- owned and largest petroleum retailer, to build drive-thru restaurants at Sinopec gas stations throughout the country.[6] III. [...]