Date of Award
Croft Institute for International Studies
When McDonald's entered France in the 1970s, critics did not believe it would be a success. France is a country with a strong and longstanding gastronomic tradition, and it is proud and protective of its culture. In addition, the country has been known for its anti-globalization views. However, France is today the largest market for McDonald's, outside of the United States. How was McDonald's able to win over the French market and become so successful? This thesis analyses adaptations to marketing strategy that McDonald's undertook in France to better appeal to the local audience and connects these adaptations to trends in the company's financial history to show their impact on the company's earnings. The findings show that adapting its marketing strategy to account for local preferences was critical in the country's long-term success in France.
BoBo, Walker, "They Call It Le Big Mac: The Importance of Adapting to Local Preferences in Marketing Strategy" (2017). Honors Theses. 937.