Cultural Adaptations
 

Denis Hennequin
Président Directeur Général
     
 
  • McDonald's ability to adapt to the demands of French culture has been vital to its tremendous success in France
  • Various menu changes including the product itself or simply the product name (ex. Quarter Pounder w/ Cheese = Royal Cheese)
  • Introduction of several new products original to France, including the Croque McDo (ham & cheese sandwich) and Deluxe Potatoes (an alternative to fries & a personal favorite of this project's author)
  • Uproar over use of hormone-laced beef imported from the United States caused McDonald's to purchase all of its beef from French farms
  • 99.7% of food products used are purchased within the EU
  • 75% of food products purchased within France, making McDonald's an important partner of French agriculture
  • Many McDonald's restaurants in France are located in the center of town, making them a quick and convenient choice for shoppers and by passers
 
Additional Information:

Astérix

In 2001, Ronald McDonald was replaced in French advertising by Astérix, "a French comic strip character who stands for Gallic individuality and symbolizes local resistance to imperial forces."
("Delicious Irony" Economist 4-27-02)

   
"We are upgrading the experience, making McDonald's
a destination restaurant." - Hennequin
 
This Champs-Elysées McDonald's is similar to nearly half of all other McDonald's restaurants in France in that much attention has been paid to the restaurant's interior design. According to a Toulouse franchisee, these chic interiors are about 20% more expensive than the traditional style.

The Champs-Elysées McDonald's is the most frequented in France
   


The Briançon McDonald's, located in the heart of ski country, resembles the cozy interior of a ski lodge

Many McDonald's restaurants have been able to avoid criticism by blending their restaurants into the local environment. For example, some restaurants in the Alps "now boast wood-and-stove interiors reminiscent of a chalet." This type of restaurant design creates a friendly atmosphere, allowing for a pleasant meal to be had. ("What's this? The French love McDonald's? Financial Times 1-13-2003)