McSpaghetti? How McDonald’s Crafts Its Country-Exclusive Menus | WSJ The Economics Of
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- เผยแพร่เมื่อ 18 พ.ค. 2024
- While McDonald’s is well known for its Big Mac burgers across the world, it has menu items in other countries like the McAloo Tikki Burger in India and fried chicken served with McSpaghetti in the Philippines.
The fast-food company’s spicy chicken McNuggets even have different spices on them depending on where they are sold. These local menu items that you won’t find anywhere else make up about 30% of McDonald’s food sales.
WSJ explores how the fast-food chain crafts its unique global menus and why localizing them is key to McDonald’s success.
0:00 International sales
0:43 McDonald’s background
2:40 How to build a menu
4:01 Transplanting flavors
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Ray Croc being labeled as the founder of McDonald's is a interesting move. Yes, he founded the McDonald's Corporation, but the McDonald's brothers, Maurice and Richard, actually founded the first McDonald's restaurant
and if what was pottayed in the movie was ture that guy is a complete crook.
Yes Ray Croc was a swindler who stole the idea of fast food from the McDonald's brothers, but he was the founder of McDonald's in it's modern form. Without him and the people he brought to the company McDonald's would have been a little burger joint in San Bernardino that would be mostly forgotten by now. The brother's had little to no ambition to expand their restaurants outside of California, let alone internationally.
The McDonalds NAME comes from the brothers. The McDonalds company as we have it today is more Ray Croc.
@@poppinc8145 tht guy just watched one video and thinks hes a mcd historian
@@emmjea6913 Or, and listen to this, or a normal person would turn up and help the brothers expand their business the legitimate way, without two timing them like that croc crook did.
McSpicy started in Singapore in 1999. 🎉
4:11
Singapore is not in China. But we do have our own variation of Chinese here though. Lol.😂
haha, as a singaporean you're right!
Imagine how much people eat at MCDonalds in the US if their sales are still 59% compared to internationally. That is insane!
That reflects the value of the dollar. A burger costs considerably more in the US than the same burger sold in the Philippines.
It's a US brand with a lot of US locations.
Got it backwards, US is 41%, International is 59%. With about twice as many international locations as revealed in the next segment following the one with this pie chart.
Its more likely due to a vastly larger proportion of international mcdonalds being franchises, the wording was simply poor. In Europe prices are often higher, so their revenue would be to (but not necessarily profit), however if they only count the actal mcdonalds company revenue they wouldnt count that establishments revenue, just what they pay mcdonalds
I'm not the biggest McDonald's Fan but when I was younger and went there more often we had a "McRösti" here in Germany. It was basically a hamburger with a German/Swiss Potatoe Pancake topped with Bacon and I absolutely loved it!
Swiss, not german/swiss. After 80 years germans are again trying to claim what is not theirs
Gibts immer noch
Spaghetti is incredibly popular in The Philippines
Sweet style spaghetti
they got hot dogs in em, right? if not, straight to the basura
filipino taste palette is always about the sweet tooth
Rice meals also. Haha.
@@VictorAntaresLol. You don't need the hotdogs. It comes with fried chicken. Or just go to Jollibee. I loved the Hawaiian burger we get in California
They need to put international stuff on all the menus to try 🤤
It has occured, to some degree, during the Olympics...
McDonald’s has a global menu restaurant in its Chicago headquarter
Need a global menu for sure, make a top ten list containing the best product from each country
@@aksvic2966yeah, but its only a few items. I went the other day and even tho its good, they need to add more
Due to logistical issues, its not feasible all the time, but they should certainly do it for limited time periods, I avoid McDonald's as I am too bored with all the usual offerings.
Out of all, McD price is highly competitive than others, I strongly believe that is one the prime reason for their growth too.
Here it is getting more and more expensive, though.
It's more expensive than KFC and Burger King now
McDonald's is more expensive than any other place I used to go, which is why I no longer go there.
not anymore
The tonkatsu sandwich in Japan is the best McDs menu item I've ever had in any country.
I fell for the teriyaki burgers 🤤🤤
I feel like tonkatsu and teriyaki are almost always good😊
Don’t forget チョコポテト as well 😊.
If you are interested in this topic, I highly recommend the book Golden Arches East, which describes how McDonald's entered several different markets in East Asia by tweaking their products and services. Fascinating!
The Japan menu is amazing. The teriyaki burger is sooo good. And the Melon soda floats 🤤🤤
But you can't get a Quarterpoundercheese.. 😔
Actually ray kroc is the founder of McDonald's RealEstates not the McDonald's fastfood 😄
Entertainment media > facts. Topkek didn't even watch the McMovie
He's the god of McDonald's. McGod.
AI generated script.
Kind of dumb to not be more international here especially in urban areas. I would prefer an Indian spice burger as I make them at home. Even a teriyaki burger is a nice improvement. Or mere barbecue sauce. I like to mix it up and not have the same thing constantly. Maybe merely have diff sauce dispensers? Arbys always attracted me because the sauce is something different from the norm.
I was about to say uh… ray didn’t found McDonalds. Even after it became a corporation and franchising the mcdoanlds brothers where still active. Then Ray Kroc swindled the company from them on the basis of a handshake deal
They would make a ton of money if they held more “limited time events” where they serve exclusive goods from different mcdonald’s across the world
Agreed! Customers love trying ethnic foods
I've had McDonalds in about 24 different countries; my favorite local selection was at Thailand.
Imagine my disappointment as a Filipino when I saw personally that there are no rice meals in Mcdonalds in the UK and US
They have chicken and rice at almost every fast food in the Philippines. Including Wendy’s, Burger King and Pizza Hut 😂
No adobo or dinuguan?
Rice Culture at it finest..
I hadn’t willingly stepped foot in a McDonalds in the United States since college. It was our first and last food stop on a mission trip to Poland this summer. Hard to describe but it was legitimately good.
I seriously don’t get the broken ice cream machine joke in the US but here in our country, Mcdonalds Mcfloat and sundae are definitely the ones driving their sales. We are in a tropical country so I guess they made sure to maintain those plus they kinda lose with the fast food scene here with Jollibee, BK, KFC, Poppeyes etc. They have one bomb localized menu and that’s the cheesy egg pandesal sandwich. That’s one of my fave bfast items. When it comes to coffee, they are definitely one of the best even if they kinda suck with main menu items but their burgers are good tho.
It's hot and humid in parts of the US too. The broken ice cream machine thing is just dumb. It has to do with hours of cleaning and the company in which they brought the machines from. McD needs to drop that company or switch to a better different company like their competitors
At 4:09 she says that the McSpicy started as a local taste variation in China, but everything online seems to point to the McSpicy actually being first introduced in Singapore in 1999. Was there a secret spicy burger that predated the McSpicy?
i'm from singapore & mcspicy definitely started here! i doubt the mcdonald's in china would really market spicy items.
Vegan for over seven years. Tried the McVegan sandwich in Germany. I thought the best part of the meal was the soda. It just didn’t taste like a quality vegan burger. The greens on it were super fresh, but the flavor profile was uninspiring.
You're a lot more gracious about it than I would be. I've been vegetarian for decades now - tried the McVegan in Germany. It filled my stomach, but was greasy and was not a meal I would seek to repeat. It's sad they can't do research to make a vegetarian burger that tastes good (and *doesn't* taste like meat - meat flavor is gross to a lot of us vegetarians).
Please localize it in Vancouver too!!! Vancouver here has super high population from Asia. If you take my words, sales will rocket!
I still crave the McWings and Chicken I had in Hong Kong.
i'm a bit ashamed to admit this, but it's a fun part of travelling to enter a mcdonald's to see their menu (& try their food if time permits). i'm not even american, i'm from singapore...
When I was a kid one of my favorites was the passion fruit sundae they used to have in Brazil
In the Philippines, McDonald's had to compete for the lucrative kids' birthday party market. And every place that wants people to book kids' birthday parties MUST have both spaghetti and friend chicken. So McDonald's, Burger King, Jack in the Box (which was there briefly), etc., all had to have have these two items on their menu, even if they don't offer them elsewhere.
To match Filipino taste, McDonald's McSpaghetti is sweet and has bits of hot dog in it. The ad on TV has a little girl say, "Manmis-namis, ma-cheese, ma-hotdog!" which means, "Kinda sweet, kinda cheesy, and it has hot dogs!" It's not very popular with Americans or many other expats. But McDonald's fried chicken (McChicken) is actually good to the American palate, but comes with mashed potatoes and gravy.
McDonald's, called "McDo" by Filipinos, adopted that branding and owned it, and they also created the "McDo," a hamburger which matches Filipino taste and is much like the burger at the jugely popular local fast food, Jollibee. The McDo is a slightly mushy-textured, meatloaf-like patty which is not really hot, but is mildly spicy. Filipios love it; expats in general do not.
The also have the McFish in the Philippines, which is pretty much like the fish filet in the US, but rebranded with a different name.
The best thing in the Filipino Jollibee is their fried chicken (Chickenjoy) and the peach-mango pie. It's really good.
you hit the nail on the head! Mcdonald's tapping into the kids birthday party market is prob why many people stay loyal to mcdonald's too. I still fondly remember my 7th bday party hosted in mcdonald's
So that was why McDonald’s spaghetti with a fried chicken become a thing in their menu!
Makes complete sense from a business perspective
My absolut favorite burger is the 'McRaclette with Bacon' in Switzerland. It's amazing!!!
in canada growing up they used to having something called a cinnamelt or something like that, I miss it so much
Here in Austria Mc Donald's used to have the Mc Rösti burger which is a burger with a patty and a potato pancake. I think its really good if not better than the regular ones.
They adjust to the taste buds of the country they serve. My question is are they #1 Fast Food Restaurant in that country? Or compete with a Fast Food Restaurant from that country?
Neither, most countries especially in Asia have lot of street food (which US doesn't have so much). So their main competition is the street food which is serving other items but is actually a different category. In the same organized fast food category, they may be the biggest.
Depends, many countries have strong competition while others don't.
Definitely competing with Jolibee in PH
Sure wish they would adjust the sausage formula ... in the Ohio cities where I live, it is a good flavor, but very mild, but out in the country areas, it has a much more country style flavor.
Doesn't that have to do with white people (except for country folks) like their food kind of bland? I was surprised when I saw some complain about black pepper being spicy or not liking spices. And that's coming from me eating rice with my food a lot.
“We officially lost the 🇻🇳 war but McDonald’s are there now so…..”
-Red Forman, That ‘70’s Show
Can you review the Jollibee food menu?
Hawaii's breakfast platter is my favorite. One reason I don't want to move out of Hawaii lol.
In Thailand, McDonalds now serves Patangko fried dough at all hours of the day.
Every time we visit a different country, we try the McDonalds there. Especially in Asia. In Thailand, their breakfast included porridge, and the McPatongco which was a traditional fried bread locals eat for breakfast with a sweet milk dipping sauce. HongKong's spicy wings are delicious! And the different offerings in Philippine McDonalds is always a treat, from Matcha McFlurry, to Milk Tea McFlurry, and all of the Silog breakfasts like Longanissa with garlic fried rice and egg. Oh, and the Cheesy Eggdesal (Filipino Pandesal bread instead of the McMuffin) is a way superior breakfast sandwich option.
First one was in San Bernardino,Ca not Illinois
It's pronounced as Mc-Aaaloo Tikki Burger. Aaloo = Potato. As far as internationalization is concerned, McD and KFC are the only US-based QSR chains that are able to adapt to foreign markets and have integrated well with local food culture. Subway does okayish (It keeps things simple). IMO Starbucks is the worst.
I would add Domino’s to the list too!
Have you been to the Starbucks in Italy? Full of young Italians.
@@bngr_bngr Italy? I'm surprised. Local bistros and cafes in Europe are pretty good (or at least were). Financially, the company has not been doing too well even in North America. I think their long-term focus is China. Never quite understood their obsession with China.
@@sankalp6872 they have at least 1.4 billion potential customers.
Starbucks japan is also a hit from what i hear from my japanese friends, also starbucks isn't a restaurant, its a coffee shop that has limited options to eat and there is only so much experimentation u can do with coffee, for most people they can keep a rather not so large menu of drinks and still make it work as long as they are able to sell the brand starbucks coz honestly if u just want good coffee, u wouldn't be going to starbucks for it even in the US
Great mini doc! We have the standard boring U.S menu in England (actually the US probably has a more varied menu!)
McDonald's: I got bored of the Big Mac and Quarter Pounder decades ago. If you want me back, bring some of the popular international menu items to America.
Here in the UK, the HPA ( health protection agency) found samples of faecal matter in ice maker machines and on the touch screen menus. Yuk! Thank goodness i haven't touched a macdonald in decades
It’s probably everywhere as people in general don’t wash their hands.
Hmmm, I thought the mcspicy was first launched in Singapore. Not china? It is so popular in SG
*Correction, Ray Croc is not the founder of Mc Donald's*
Indians may not be eating cow based beef burgers but they are funding the largest cow butcher beef company.
Good on those Indians for not forcing us to conform with their beliefs like the overtly religious.
Many Indians own McDonalds and other businesses that sell beef in the US and other countries. And there are some parts of India where it's legal to sell beef. Mainly the northeast Areas where the people are more similar to east Asians and the South with larger christian population.
They look at SEA and think "They need to learn how to be regretful the very next day" and invented McSpicy
Ar-Rahman (Arabic: الرحمان, ar-raḥmān; meaning: The Merciful) is the 55th Chapter (Surah) of the Qur'an. It has 78 verses (āyāt).
Same here inthe Philippines. McDonalds makes the spaghetti sweeter to attract locals.
McDonald's China (1.4 billion market, hello?) needs to step up their game, especially in the sauce department. They only offer 2 freaking sauces across an entire country with dozens of cuisines.
And I think something based on Gochujiang would be better than some overrated sweet chili sauce for Korea.
Vietnam and Thailand can have some Sriracha based sauces.
I'm offended sir. I love Thai sweet chili sauce
i love mcDonalds burgers, it my favourite food
It’s a great company for long term investment
The McPlant is actually very good!
I love whole wheat burgers from McDonald from India 🇮🇳
i had a MC-raclette last week in Zürich last week
Brazilian limited edition during fifa World Cup are the best. I do t know if it’s available outside Brazil but they are the best.
They should do a McGanja in Amsterdam
When I was in Asia I was able to get a red bean pie
The unit price of the Big Mac is high, and the quantity is large for me, so it is difficult for me to use it as my economic standard.
The price of chicken crisp using molded chicken meat is easy to understand for me. The unit price of beef is high and the beef market is usually unfamiliar for me, so the movement of cheap price of chicken is familiar for me.
In terms of service content, I think Westerners' customized orders for ice removal and allergy countermeasures have had an impact on Japanese service, but I feel that there is an inequality between Japanese who do not know that customization is possible and customers who take full advantage of customization and make excessive demands as a matter of course.
Are you saying the big mac is too large for you? They have gotten ridiculously small over time!
in indonesia most popular mcd menu i believe is fried chicken and rice!
McDonalds Argentina had very popular Pancakes with Dulce de Leche.
McDonald's! Give McPops to your US customers, por favor
When did Canada become “international”?
different country, has some menu items not found in US and other differences. (Aka a McChicken in US is equivalent to Canadian Junior Chicken)
Canada is not the US so its international.
Watching this video makes my mouth water 😋😋😋😋 you're incredible at video editing WSJ I love you guys
McDonald's needs to update there menu
1:02 there is no McDonald's in Bolivia guys....
McDonald's is way better in other countries than in the U.S.
Much like KFC and Subway
In the UK it’s just as bad as the US.
Wrong
Hello. I agree with this statement, as I love the Japanese McD's far better.
🙄
mcdonalds never had onion rings in australia at least in the last 20 years, why is it in the thumbnail
Saying that McDonald's founder is ray kroc is crazy
and McSpaghetti isn't even the country-specific meal of McDonald's in the Philippines. It's burger-desal, a breakfast burger made with the local staple bread.
Mario would love that lol
⭐
As for the Arab countries, we don't eat fast food meat because our local dishes are very meat induced and we aren't the best with chicken so chicken is the only option if we eat outside the house.
Glaring mistake in the video, McSpicy started in Singapore and not in China. And no, Singapore is not in or part of China.
I have never seen onion rings on the menu in Australia.
Was short lived - to compete with Hungry Jacks ( BK )
In Indonesia, McDonald is fried chicken and rice
I always try McDonald's in every country I've visited. The nicest I've ever had was Japan and Germany. The worst was America and the UK
Ray croc "Founder" of McDonalds? That's rich.
And he named it in favor of two guys who happened to be hanging around - Maurice and Richard Mcdonald... Right?
It's like saying that John Y. Brown Jr. founded KFC and that guy on the logo, Col. Sanders is just a mascot.
the McOz burger had beetroot in it 👍
aint a burger without beetroot 😄
mcdonalds founder, Ray Kroc
*paused the vid and went straight to the comment section*
The map missed Kazakhstan.
great vid... but the map is wrong
mcspaghetti is top tier fast food idc
shake shake seasoning in asia makes fries next level
The CEO is clearly wrong here. It's not redundancy, those are localized and adapted recipes. Chicken sandwich in Malaysia is different from chicken sandwich in Germany, isn't it?
the mic-alooooooo tik-kee burger
mcdonalds prices are INSANE right now. their profits are insane too which is why i refuse to eat there for the last 2 years. they jumped on the lets raise our prices because of the pandemic train.
I use the local McDonald app to get good discounts. For example, one such deal is two Big Mac meals for 9$ Aud. Normally, that would cost me 22$ or something. I have not bought a full price meal from em for years.
@@MyUniqueVibe my wife uses it. maybe i'll give it a try. thanks.
This makes me want to eat Mcdonalds... The b-roll was too good not to be an Ad
It's really sad that vegans don't consume milk products. Or else McSpicy Paneer is a great alternative to meat based burgers and wraps.
i love mcdonalds
I want the McRib back in 🇨🇦
Poutine needs to come to the US; it would do amazing over here.
From an Australian point of view, I have not seen Onion Rings at all
Problem with McPlant was probably the name . It doesn't sound tasty at all. The Indian Veggie stuff has names that sound better and tastier . Like you want to try it. McPlant just sounds flavorless.
eh hello Singapore is not China. Mcspicy first started in Singapore
So Ray Kroc founded McDonalds???
Bring back the McGangBang
in china mcdonald sell porridges and Chinese Doughnut
Mcdonalds in the Netherlands is so much better than US, better quality (probably because of food regulations in the country) and just nicer restaurants with this very friendly dark green color pallete instead of red
Roy Kroc was not the founder of McDonalds?
Bring McPlant back please
Without spaghetti and fried chicken, McDs would get walloped in the Philippines.