Mc Donald's france: The French paradox

Résumé du document

During a recent anti-war demonstration in Paris, a McDonalds restaurant was once again the target of some extreme demonstrators, broken windows, sacked rooms, etc. McDonalds has become the strongest symbol of globalization and bad nutrition. In France, the country of "Haute cuisine", where food represents a much greater part of household expenses than in the US, the success of McDonalds was not obvious. Surprisingly, France is the only country in the world (except Australia) where the Oak Brook firm is still increasing its sales at a 2 digits growth rate. However, McDonalds has been in France for 25 years. This amazing growth rate is therefore not due to any start-up effect. This paper will not only explain the reasons for the success of McDonalds in France, but will also analyze the mistakes made by the firm in its offer strategy. The report will tell about the fast-food marketing in France, its Corporate marketing strategy, the typical French McDonalds offers and finally the conclusion.

Extraits

[...] McDonald's France struck back with a “Made in France” campaign of three full-page newspaper ads. This campaign underlined the company's important role in the French agricultural sector and its policy of purchasing French goods and selling some products dedicated to the French market. The ads, black and white except for the McDonald's logo, pictured fat American men wearing camouflage jackets and cowboy hats, complaining about the food at McDonald's in France. On the first ad, one of these Americans standing under an American flag was complaining: "What I don't like about McDonald's France is that they don't buy American beef." The message of the ad was that McDonald's food in France is pretty the same as elsewhere in the world, but it is produced in France, cooked in France and sold by French employees. [...]

[...] Euromarketing via E-mail, March (retrieved via www.lexis- nexis.com) Tagliabue, John. “McDonald'sGets a Lesson in, Well, the French Fry”. The New York Times, December (retrieved via www.lexis-nexis.com) “McDonald's touts French connection: fights anti-US sentiment in new print campaign”. Crain's Chicago Business, September (retrieved via www.lexis-nexis.com) contre-offensive de McDonald's”. L'Expansion, March (retrieved via www.lexis-nexis.com) “More than 1 billion offended”. The Houston Chronicle, February (retrieved via www.lexis-nexis.com) cow disease sparks wave of French ads”. Euromarketing via E-mail, December (retrieved via www.lexis-nexis.com) Roquelle, Sophie. [...]

[...] In addition, these crises have allowed the company to become aware of the specific expectations of the French market and, therefore, to develop successfully a broad food and promotion offer dedicated to this market. References Matlack, Carol and Gogoi, Pallavi. “What's this ? The French love McDonald's Business Week, January (retrieved via www.proquest.com) Jack, Andrew. “Adieu as Burger King goes off menu in France”. Financial Times, July (retrieved via www.lexis-nexis.com) Burros, Marian. “McDonald's France Says Slow Down on the Fast Food”. The New York Times, October (retrieved via www.lexis-nexis.com) “McDonald's France to open 60-80 restaurants annually over next 3 years”. [...]

[...] Therefore, in 2002 and 2003, McDonald's renewed its participation into the fair. The typical French McDonald's offer: McDonald's France did not only responded these crises with corporate campaigns aimed at maintaining the brand image, but also changed in depth the typical customer experience, by adapting its offer to the very French expectations Food offer The structure of the food offer is the same as in the United States (Value Meal, Extra Value Meal, McMorning, desserts, drinks), as well as some of the food elements themselves (burgers, nuggets, fries, drinks, McFlurry, Sundae, Milkshakes). [...]

[...] However, McDonald's has been in France for already 25 years. This amazing growth rate is therefore not due to any start-up effect. This paper will try to explain the reasons for the success of McDonald's in France but will also analyze the mistakes made by the firm in its offer strategy. The fast-food market in France France is well known for its “haute cuisine” made by “Grand Chefs” out of the finest also most expensive- ingredients. Although the symbol of McDonald's arriving in the country of Grand Chefs was strong, its main competitors are not these kinds of expensive restaurants. [...]