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Glocalization by McDonald’s

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The concept of globalization can be used to explain the local consciousness a firm must consider

in the production of goods and services for the consumption of their products in the midst of globalization

(Enze, 2020, p.1). The rise of globalization has resulted in glocalization as companies that are global try

and maintain cultural diversities of the global market.

Many large companies have failed on a global scale when they ventured their operations in

different countries. This is because they failed to identify the cultural diversities of the local market

(Prakash, 2011, p. 3). Research has shown that audiences are interested in globalized productions that

reflect and compromise with the local knowledge and culture of the people (Rao, 2010, p.6). Companies

that have successfully gone global have had to completely change their marketing strategies including

modification of their products and services to fit with the cultural preferences of their market.

In the food industry, it is vital that companies adapt to the food habits and traditions of the people

putting into consideration the culture, religion, and traditions of the people. Companies that have not

adapted their food products according to the customs of their global market have failed completely after

going global though they had seen success in their origin countries.

MC Donald’s is a company that has seen success in the global market. From the ad, it is evident

that MC Donald’s applied the concept of globalization when reaching out to their new market in Saudi

Arabia. The burger that is consumed by the people in the commercial is made up of ingredients all

locally available in Saudi Arabia. The company put into consideration the preferences of the people when

making the commercial. They adapted their original menu to fit the local traditions of the people of Saudi

Arabia. McDonald’s showed respect for the cultural diversity of the people of Saudi Arabia by offering a

unique delicacy that honors the food habits of the people. As stated by Rao “…audiences prefer to see

their local experiences replicated…” (Rao, 2010, p.10). McDonald’s has a higher probability of success if

they offer a menu that will maintain the local experience of consumers.
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The commercial also concludes with McDonald’s clearly stating that they respect the traditions of

the people and that their products are made of authentic Arabian ingredients. The statement reassures the

local consumers that McDonald’s honors their culture and this is bound to broaden the market for their

products.

Glocalization by McDonald’s has ensured that their products fit the local taste and preferences of

the people by being flexible and adaptable to modify products according to the market. This has ensured

the success of McDonald’s globally with its numerous operations in different countries. McDonald’s has

grown into a major brand that has gained the loyalty of consumers across the globe.
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References

Eze, S. U. (2020). Glocalization of Nigerian contemporary hip hop music. Journal of the Musical Arts in

Africa, 17(1), 1-18.

McDonaldsArabia. (2014, August 24). McDonald’s McArabia: True to tradition. Www.youtube.com.

https://www.youtube.com/watch?v=taOdaf_nw3U&ab_channel=McDonaldsArabia

Prakash, A., & Singh, V. B. (2011). Glocalization in food business: Strategies of adaptation to local needs

and demands. Asian Journal of Technology & Management Research, 1(1).

Rao, S. (2010). “I need an Indian touch”: Glocalization and Bollywood films. Journal of

International and Intercultural communication, 3(1), 1-19.