Locally-focused Snacks a Key Element of McDonald’s European Strategy

November 7th, 2012


While locally-relevant menu items have long been a vital
component of McDonald’s global menu strategy, the chain’s European operations
have taken this strategy a step further, combining effective localization with
a focus on indulgent yet affordable snacks, often featuring a spicy kick.
Michael Schaefer, Head of Consumer Foodservice Research at Euromonitor,
discusses the impact of these initiatives as well as the implications for
global operators.   

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