Oct 08 2012
Would You Like a McAlooTikki With That?
McDonald’s has operated in India, where a large percentage of the population is vegetarian or do not consume beef or pork, for sixteen years now. Hence, a vegetarian outlet appears to be the best solution to appeal to the most customers. But the question is: why now? It’s been suggested that the company is trying to make up for a recent dip in global sales.
This is strategic marketing on their part, since with India expected to overtake China for the position of the country with the largest population, there seems to be endless potential for growth. With their brand name and image solidified, now is the time to establish points of parity with numerous other vegetarian restaurants in the country — and what better way to do so than through the introduction of potato patties and vegetable-cheese pastries?
Glocalization isn’t a new concept for McDonald’s. From McLobsters in New England to McRice in Asia, the company has been varying their menu to target local tastes while remaining true to their name. Some have been successful, like the abovementioned items, but others not as much; so only time will tell where their newest venture will end up.
Related Links:
BBC News: McDonald’s opens vegetarian-only restaurant
Bloomberg Businessweek: McDonald’s Plans First Vegetarian Restaurants in India
Mingchi, I don’t think McDonald’s decision to expand into India is a good one. I mean, vege-burgers? Why not just eat vegetables wrapped between two buns? I don’t think the idea of hamburgers has really appealed to people in India. When I think of hamburger, I automatically think of cows. Sure, I understand McDonald’s trying to cater to the wants of the locals, but this is just too much. This isn’t the type of food that will “spice” up their appetite. The point of eating vegetables is to be healthy.
Jon’s response is actually a good one (no, I don’t mean that his other ones are not…). Anyway, here’s the concept: people tend to relate their previous knowledge to what they see. When someone sees the Ford logo, fuel-efficiency is not the first thing that usually comes in mind. Similarly, potato chips have long been related to unhealthy living-style and obesity, despite the effort of many sellers for improvements. So the big question here is not whether or not McDonald should offer localized vegy menues; of course they should. But with a vegitized (no, this is not a word, I just made it up) burger, which is traditionally considered a meat product? This somehow makes me think of Ford’s attempts at hybrid cars: there’s nothing wrong with the hybrid, but definitely with the brand.