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November 2, 2012

McDonald's: Dominant the World Over, Yet No Two Markets Alike

EMI_McDonalds-v1.1

The world's number one foodservice chain by some distance, the global McDonald's brand nonetheless conceals a great deal of diversity. Effective localisation has become an increasingly important component of strategy over the last ten years, encompassing everything from locally-relevant menu items to customised formats, like dessert kiosks or the fast-growing McCafe in-store coffee shop addition. 


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