https://blogs.ubc.ca/richardwoong/2014/10/02/now-mcdonalds-has-a-black-cheeseburger-in-japan/
Upon reading Richard’s blog on McDonald’s new squid-ink flavored burger, I am stimulated to ponder on how glocalization, the adaption of a product based on the culture and environment in which it is sold, can be a successful point of difference for multinational firms such as McDonald’s. Nevertheless, I find that Richard offers a very limited perspective on how McDonald’s initiative is generating more profits for the company.
Firstly, though McDonald’s is attracting more customers in the region in which it operates through diversifying their menus according to culture, this can be very costly to carry out. It is uncertain as to whether local citizens will prefer the new burger to the traditional one, as it is more likely for people to buy the burger for the mere satisfaction of trying something interesting instead of sticking with the purchase in the long run. Furthermore, it may be difficult for McDonald’s to manage the different menus across all franchises as different suppliers need to be sought out in order to produce what is on the different menus.
I agree with Richard in his assertion that McDonald’s is improving its value propositions for its customers through the new burger. It is important, however, to ensure that the company is not weakening the promotion of its traditional products through localization. For example, McDonald’s in China localize their menus through adding entries such as rice and congee. Nevertheless, the number of sales of these elements is still less than that of traditional burgers mainly because customers can order better rice and congee at an Asian restaurant close by. The majority of customers go to McDonald’s to buy what they believe is not better offered elsewhere.
McDonald’s menu options in China
Therefore, I agree with Richard’s perspective on the benefits reaped by the squid-ink burgers as long as McDonald’s does not attempt to glocalize further through offering cultural foods that it does not specialize in making.