External Post: http://goingglobal.corante.com/archives/2005/09/28/mcdonalds_scores_with_mcrice_burger.php
When I went to Taiwan a couple years ago I was totally fascinated with the McRice Burgers! Actually I’m always excited every summer when I go back to Hong Kong and Taiwan because they always come up with new products on the menu. Unlike Canada, the menu rarely changes. Boring!
McDonald’s uses geographic base and segments by countries. Moreover, they create line extensions that satisfy the compatibility factor so as to accelerate the rate of adoption in that particular country. For example, Taiwanese people are used to eating rice and there is a part of them that do not like hamburgers simply because they’re too westernized. This line extension of replacing buns with rice successfully connected with the local consumers, selling 5 million units of rice burger in the first six months. However, the major challenge of this product is to maintain the quality of the ricer burger because every employee cooks the rice differently. Some “rice buns” may look more deformed, some may be greasier and some may be more burnt. All in all, the rice transformation made the burger seem like a kind of Chinese food more than Western food.
In India, MacDonald’s launched the “BigSpicy Paneer Wrap,” which is a typical street food in India. In addition to the paneer wrap, the spicy aspect is also compatible with the Indian food culture.
In Hong Kong, McDonald’s launched the taro pie and red bean pie. Red bean definitely fits more into the Chinese culture than apple. In fact, red bean is a common favorite among Chinese adults, which includes me!
Every time I go back to China I’m excited to try the new desserts and other fascinating items on their menu. I can’t wait to go back this summer!