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

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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