Before McDonald's entered in to the European market few people thought that fast food could be successful in Europe why do you think McDonald's succeeded?

Answer 1

There was a time not so long ago when U.S. fast-food giant McDonald's was viewed by European consumers as the advance scout of what the French loudly decried as American cultural imperialism. The Golden Arches, ran the prevailing European line, were a threat to the Continent's refined palates and appreciation of the civilized sit-down meal, and the livelihoods of people staffing "real" restaurants. Well, with the global economic crisis deepening, even the French aren't complaining nowadays - especially with news that McDonald's plans to invest more than $1 billion to keep its lucrative European business booming.

McDonald's is well-established in Europe, Asia/Pacific Islands, the Middle East, and Africa. Its growth in Europe is mainly driven by France, Germany and the United Kingdom. In Asia, the general management has indicated that there is significant potential in the China market. The corporation has adapted its menu items to local cultures, such as the Teriyaki Mac in Japan, variants of Filet-O-Fish in China, and using lamb instead of beef in India. Mcdonald has got very strong position in Europe because the people of Europe like mostly fast food and Mcdonald providing fast food in Europe. The Mcdonald menu mostly include traditional dishes of Europe. We know that per capita of Europe is high as compare to Asia, so prices are not problem in Europe. Mcdonald's succeeded because in Europe there are people involved in many activities that require a lot of time,so they must eat somethimg on the run so that they can go back to their jobs, where they can 'produce' money that will be spent at a fast food.it's a vicious circle.we all live in the era of speed, and we all are too fast and too furious...so, logically, a fast food like McDonald's was in need, like it or not...but we hope that with all the existent technology, someone, someday will stop the avalanche of junk food. The net profit of McDonald in Europe is so high as compare to Asia . We know that per capita of Asia is low as compare to Europe is very low, so prices are a big problem in Asia. There is no any major different in McDonald strategy in Europe and Asia. In Asia McDonald menu is according to Asian culture and traditional dishes and in Europe it's according to their culture. McDonald's has pursued two strategies since 2003. To keep up with rapidly changing consumer preferences, Demographics and spending patterns, McDonald's has introduced new items (Premium Chicken sandwiches and the Angus Beef Burger) and campaigns to create more healthy foods (Premium Salads). The strategy reflects the philosophy that novelty, as opposed to loyalty to traditional products, is the key determinant of sales in the fast food industry. McDonald's has also focused on increasing sales at existing restaurants instead of opening new ones[5]. To do so, McDonald's has remodeled many restaurants, kept stores open longer and increased menu options.Nevertheless, new McDonald's restaurants are still opening around the world at a rapid rate - the company plans to open about 1,000 units in 2008, and continues to grow its new restaurants at a 1%-2% rate each year.