How Franchises Thrive in Diverse Markets
The following excerpt is from franchise expert Mark Siebert’s book The Multiplier Model. Buy it now.
I have been fortunate enough to be able to travel the world extensively. I have been to every state in the U.S., almost every province in Canada and dozens of other countries.
When I travel abroad, one way to judge how “Western” an economy is involves looking at how many international franchises you see on the street. When I tell people I am a franchise consultant, they often lament how these companies rob some countries of their culture. And while I love to immerse myself in the local culture of any country I visit, I never feel any regret at the global success of franchising because successful franchises can adapt and deliver their products and services across a wide range of customers.
International franchises can (and should) adapt to their local customers
The reason franchises thrive in these cultures is that they do a better job of meeting their customers’ needs than the businesses they supplanted. They bought their products more efficiently and passed those savings along. They experimented with different products to find out which ones the consumer liked best. And, most of all, they provided the customer with a consistent brand experience from one market to the next. They delivered on their brand’s promise. The systems they developed and adapted to the local market led to their success.
McDonald’s is an international example of adaptability
One of the things I enjoy when traveling abroad is visiting McDonald’s to see how they have adapted to the market. When visiting McDonald’s in other countries, the ingredients used in their products may be slightly different from market to market. Beef, for example, will be locally sourced, and the diet of the cows (grass vs. grain-fed) influences things like marbling and flavor. The same can be said for McDonald’s potatoes, where different local growing conditions will produce a slightly different potato (or may even require a different type of potato altogether)—just like growing conditions can affect the grapes that are used for making wine.
Related: Why Marketing Your Franchise Matters
Some of the things you may find at McDonald’s around the world that you likely will not find in the States include:
- Australia—Gourmet Angus Truffle & Cheese
- Brazil—Pão de Queijo (cheese bread)
- Canada—Poutine; McLobster (lobster roll)
- Chile—Guacamole 2 Carnes (double beef with guacamole); Empanadas Con Queso (empanadas with cheese)
- China—Taro Pie; Mashed Potato Burger (burger topped with bacon and mashed potatoes); Bacon, Macaroni, and Cheese Toastie; Black and White Burgers (twin burgers with white and black buns)
- Costa Rica—McPinto Deluxe (breakfast meal with gallo pinto, a traditional beans and rice dish)
- Egypt—McFalafel (vegan falafel wrap)
- Finland—Chili Cheese Tops (fried dough stuffed with chilies and cheese)
- France—Macarons
- Germany—McNürnburger (made with bratwurst); Beer
- Greece—Greek Mac (burger in pita bread)
- Hong Kong—Rice Fantastic (burger with rice patties instead of buns)
- India—McCurry Pan; BigSpicy Paneer Wrap; Maharaja Mac (chicken burger); McAloo Tikki (veggie burger)
- Italy—Spinach and Parmesan Nuggets; Sweety Con Nutella
- Japan—Ebi Filet-O Shrimp Burger; Melon McFloat; McChoco Potato (fries with chocolate sauce); Shaka Shaka Chicken (fried chicken patty with a spice packet); Idaho Burger (burger with bacon and a hash brown patty); Gracoro Burger (macaroni patty, shrimp, and white sauce)
- Korea—Shrimp Beef Burger (beef patty plus shrimp patty)
- Lithuania—Aštrus surio gabaleliai (fried spicy cheese with Chapala hot peppers in a crispy crust)
- Malaysia—Prosperity Burger (long beef or chicken patty with a black pepper sauce); Bubur Ayam McD (a local rice por- ridge)
- Mexico—McMolletes (local version of the McMuffin, with refried beans and pico de gallo)
- Middle East—McArabia (grilled chicken in pita bread)
- Netherlands—McKroket (fried beef and cheese burger)
- Norway—McLaks (salmon burger)
- Philippines—Chicken McDo With McSpaghetti (fried chicken leg with spaghetti and meat sauce)
- Poland—Cordon Bleu Burger (beef patty, chicken patty, and bacon)
- Singapore—Chicken SingaPorridge (congee with fried chicken strips)
- Spain—Gazpacho
- Sweden—McPlant Burger (McDonald’s is testing its first plant-based burger here)
- Turkey—McTurco (kebab meat in a pita)
- United Kingdom—Bacon Roll; Mozzarella Dippers
- Uruguay—Pancake Helado (pancake stuffed with dulce de leche and topped with vanilla ice cream)
- Venezuela—Empanadas
- And the list goes on.
Even within the United States, there are differences in regional offerings:
- Alaska features the McKinley Mac, an even Bigger Mac with two quarter-pound beef patties.
- In some southern states, you can get biscuits and gravy.
- The…
Read More: How Franchises Thrive in Diverse Markets