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

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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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Michael Schaefer

Michael Schaefer is Head of Beverages and Foodservice Research at Euromonitor International. He and his team track consumer trends, product innovations, and market evolution across the drinks and restaurant industries. Michael holds an M.A. in Russian and East European Studies from Stanford University and has been at Euromonitor since 2005.

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