In recent years, much interest had focused on global marketing, where a standard marketing program is used in all markets. Part of global marketing is global advertising where the same basic advertising approach is used in all markets (Belch & Belch, 2001, p.712). Actually, advertising is changing rapidly all over the world, debatably becoming more global in its practice. Such globalism, neo-liberal ideology of rule by the world market, “is partly in response to rapidly developing international media and global communication systems” explains Yahya R.Kamalipour (2007, p.272). The latter are becoming more and more dependent on global markets to maintain them. Also, advertising is changing in response to a corresponding multiculturalism which refers to the existence of groups representing different cultural and linguistic backgrounds. Indeed, Warren Berger (2001) stated that “advertisers are realizing they have to live beyond their own borders” (p.694). Those agencies are asked to find ways of reaching all those people by associating a brand with a widely understood set of symbols.
In his classic 1983 book “The Marketing Imagination”, Harvard marketing professor Theodore Levitt stated that “the world was becoming a common marketplace where people have the same basic needs, wants, desires, and taste no matter where they live” (Quoted in Berger, 2001, p. 697). Consequently, advertising is becoming global in its unity of strategies and tactics as well as do media worldwide. Kamalipour (2007) explains that “Some companies, such as Nokia, are trying to use global advertising campaign to create a more-unified and wide-reaching identity” (p.277). Nevertheless, while making a standardized message, Nokia is yet counting essentially on visual images and is preparing different ads for different locations by considering local actors and settings where the ad has been placed. Other global companies that use the global advertising include Gillette, Coca-Cola, Ford, and Nestle among many others.
However, advertising is often customized and adapted to local, rather than global, tastes and perspectives; in fact, some advertising would be rejected, if used elsewhere. For example, La Coste, a French apparel and accessories company, has used an impudent advertisement to promote for its new fragrance for men called La Coste a few years ago. Actually, the advertisement that was only broadcasted in some countries, like European channels, used a nude man while the same man was wearing pants in the ad used in others like Morocco.
This shows that advertising should be adapted to the needs of a society. “Differences in culture, market, and economic development; consumers needs and usage patterns; media availabilities; and legal restrictions make it extremely difficult to develop an effective universal approach to marketing and advertising” (Belch and Belch, 2001, p.684). McDonalds is also a point in the case; McDonalds adapts its products and advertising to each nation. This paper is a comparative case study of how McDonalds does customize its advertising and products to the needs, wants, values, traditions… of the country where it is opened. Two countries are investigated, Morocco and France.
According to its universal website, McDonalds is the world's leading foodservice organization with more than 31,600 restaurants in 121 countries serving 52 million customers each day around the globe. Their mission is “to promote Diversity and Inclusion among their Employees, Owner/Operators and Suppliers who represent the diverse populations McDonald's serves around the globe”. It is claimed in their official website that “McDonalds Corporation relies on the diversity of its personnel, suppliers and customer communities to maximize innovation, growth, competitiveness, and customer satisfaction”. Its rich history began with its founder, Ray Kroc. The strong foundation that he built in 1954 continues today with McDonald's vision “the commitment of [their] talented executives to keep the shine on McDonald's arches for years to come”.
Being present in more than 121 countries around the globe, McDonald’s brand has become the symbol of globalization. According to David Held (2007), Professor of Political Science at the London School of Economics, Globalization is “the widening, deepening and speeding up of worldwide interconnectedness in all aspects of contemporary social life, from the cultural to the criminal, the financial to the spiritual” (p.2). Moreover, Marshal McLuhan, a Canadian media theorist, explains that people are living in a world that knows no boundaries/borders because any change of one element has an impact on other elements in the world; this is what he called “global village”. In other words, Kant explains that in the world we are living “we are inevitably side by side”.
On the other hand, another concept that was derived from Globalization and adopted by Roland Robertson is “Glocalisation”. This term was originally coined in Japan, but was made popular by the renowned sociologist
Roland Robertson. He explains, "Glocalization means the simultaneity, the co-presence, of both universalizing and particularizing tendencies” (Quoted in Gordon, 2006). Glocalization is a term whose origins are in the discipline of marketing, to express the global production of the local and the localization of the global. In other words, George Ritzer clarifies in his article, Rethinking Globalization: Glocalization/globalization and something/nothing, that glocalization is “the interpenetration of the global and the local, resulting in unique outcomes in different geographic areas” (2003, p.196). Glocalization has been used to show the human capacity to bridge scales from local to global and vice-versa.
Concerning McDonalds, the worldwide fast food chain is not only a symbol of globalization as explained before but is also adopting the concept of glocalization. Actually, McDonalds is “thinking globally and acting locally”. McDonalds has progressed from national (United States of America) to multinational (opening restaurants in different 121 countries), and thus became a global business that has established itself all over the world working with local cultures and needs.
Concerning the first country investigated, Morocco, the total investment of McDonalds exceeds 300 million MAD in 25 restaurants, located in eight different cities explains Gilbert Mellinger, a consultant in an online Franchise Magazine. In total, 1 200 Moroccan jobs are created so far in addition to indirect jobs with entrepreneurs and local construction companies added Mellinger. Also, he stated later that McDonalds Morocco has established a series of partnerships with suppliers such as Sidi Ali (Les eaux de Oulmes), Pingouin, Foodipex, or Labosfort and also with the factory of salads’ production in Nouaceur. The first McDonald’s restaurant that has been opened in the Moroccan and also African market dates back to 1992 in Casablanca (La Corniche).
Although McDonalds is often cited as a clear example of standardization, the president of McDonald's International has insisted that the company is “as much a part of local culture as possible” (Ritzer, 2004, p. 179) and its standard menu has been glocalised to accommodate local foods. One example that illustrates strongly that McDonalds try to connect local tastes and needs to its base products is offering the McArabia to Moroccan consumers. The
McDonald's Arabia website describes the McArabia “as a new sandwich added to its well-loved menu in the Arabic region”. Actually, it is described that McArabia Grilled Kofta ad Chicken is another fruit of customers' demands for a sandwich that is rich in local taste. The new sandwich is made of two patties of grilled Kofta dressed with tahina sauce, lettuce, tomatoes and onions; all wrapped in Arabic bread explains the McDonalds Arabia website. Concerning its advertisement, its name in Moroccan billboards is written in Arabic; in fact, that word is a transliteration of the English word "Arabia" rendering it as: أرابيا, as opposed to maybe using the Arabic word عربية.
This picture illustrates the advertisement used to promote for the McArabia in Morocco:
McDonald’s advertizes by glocalizing the way in which its restaurants are used. McDonalds is adapting the architecture, the design, and the decoration of the restaurant to local culture. Inspired by local architecture, Mc Donald's Fez has a terrace with views over the Medina and is decorated with polychrome zelliges, carved wood… which characterizes the Moroccan city. In Morocco, the menu of McDonalds is not totally different from the one in the USA or European countries, but the restaurants are presented as local places to linger, often for hours, over a snack. It organizes children's birthday parties and employs female receptionists who deal with children and talk to parents. McDonalds Morocco advertizing is based on the local culture by using local decorations in its restaurants.
For example, the following pictures illustrate a décor used by McDo to embellish the inside of its restaurant in Marrakech as well as the red color that typify the city buildings:
On the other hand, during Ramadan, McDonalds offer to consumers specific and local menus that are customized to local culture and needs. In fact, Harira which is a typically Moroccan food is served to Moroccans in all McDo restaurants within Moroccan territory. In addition, they are also provided with dates, milk, and Moroccan cookies during F’tour. Besides, local orchestras animate the evenings of McDonald’s visitors after F’tour which transforms McDonalds to a “glocal” establishment. This demonstrates that McDonalds wants to maximize the satisfaction of customers and make them find their identity in McDonald’s products, and atmosphere. It does not hesitate to use its billboards as well as advertisement movies to wish to all Moroccans Mabrouk Ramadan or Aid. Arabic and French are present in all its posters to advertize for the new products offered or events organized or sponsored by McDonalds Morocco. Another remarkable aspect of glocalization is the presence of the King’s pictures in almost all McDonalds Morocco.
The picture illustrates McDonalds’ wish to all Islamic nations including Morocco “Aid Mubarak”:
Another very important aspect of the glocalization of McDonalds in Morocco is the certification of Halal meat. Actually, religion is taken into consideration by the corporation in order to make people eat in its restaurants. Culinary specialties proposed by McDonalds are definitely respecting the culture, the religion and the expectations of Moroccans. Eating Halal meat is primordial within Moroccan society. Thus, McDonalds Morocco is offering and promoting for its 100% Halal meat by writing it clearly in all advertisements and restaurants. The selection of suppliers is made in respect of these values, based on the advice of experts in agriculture, microbiologists, nutritionists and specialists in the food industry as clarified by Adam Wade in Aujourd’hui le Maroc. The regular audits are conducted in the centers of production and distribution in which McDonald's Morocco purchase. Hygiene is an essential aspect for the group. Strict rules concerning restaurants and kitchens are designed to be regularly cleaned and sanitized according to severe procedures. In fine, Moroccans would appreciate how McDonalds is strictly following home’s values and traditions.
Moreover, McDonalds Morocco proposes different offers including Dirham Mabrouk in which all the meals’ prices are reduced by 35%. The picture on the left shows the Big Tasty with local taste “Gout Méchoui” emphasizing the Halal sign at the bottom corner and the one on the right is an overview of the prices charged with Dirhamabrouk offer:
Among Moroccan beneficiaries from the charitable activities of McDonalds, there is the association “Bienfaisance Islamique” of Fez. About 90 children had received a free meal and participate in recreational activities throughout the day. Mc Donald's, which promotes the image of a citizen enterprise, has conducted a series of actions such as collecting rubbish in the beaches and collaborating with UNICEF during Universal Children's Day. Furthermore, it also participated in the fundraising campaign to benefit the children of SOS Villages in 2002 at the end of which 100 of young people were sponsored. Moreover, McDonalds has contributed to the distribution of food and clothing during the earthquake at Al Hoceïma.
Regarding the second country analyzed, France is considered one of the most dynamic markets; in 2003, “the turnover of McDonald's France has increased by 10% and reached 2.2 billion Euros” as explained in McDonalds France website. They specified that they have opened more than 1100 restaurants on the French territory. The first McDonalds restaurant or as French people prefer to call it “McDo” (pronounced MacDo) was installed in 1972, 20 years before Morocco did. According to the advertising campaign in July 2007, more than 200 restaurants are equipped with Wi-Fi; more than 700 restaurants are equipped with McDrive, more than 900 restaurants are air-conditioned, and 70% of restaurants open until 11 pm.
In McDonalds France, in contrast to Morocco which is an Islamic country, beer could be served with meals. This is allowed because of the local culture and values in which beer is not prohibited. Also, most of their burgers contain bacon like McBacon or CBO. This shows that MacDo has customized its burgers to the local needs of French consumers. Besides, the French or European version of McArabia is McOriental which contains the same spices, is wrapped in the same package but is not advertized by the same name. This instance demonstrates that McDonalds may use the same meals but different names that will suit the local market.
Advertizing in France of McDonalds is much more developed and creative than in Morocco. Indeed, MacDo France has almost one broadcast advertisement for each of the products offered to French consumers. For example, French channels broadcast a 23 seconds movie for the new burger CBO. It presents it to MacDo lovers as a sandwich with a new Chicken, Bacon, and Onion recipe that offers the perfect mix as its advertising shows. Also, they use a lot of billboards in all cities which could be explained by the huge amount of restaurants present in France (1100) comparing to only 25 ones in Morocco.
“A tray of McDonalds French fries before going to sleep?” The new campaign McDonalds 2007 plays on a few citations known to promote its restaurants. Between "at night, all French fries are yellow" or "having a nice car, it is good to get French fries", the attempts to encourage the consumption are well on track. However, one cannot blame anything; the visual creation and the pop’ art character ultra colorful will certainly dampen enthusiasm and calm the critics of junk food, explains Olivier Mermet.
To the chagrin of some, Gallic cartoon hero, Asterix, displaces the clown Ronald McDonald in the 'glocalization' of fast food marketing in France. Grégoire Champetier, McDonalds France marketing director, said that Asterix new campaign is an attempt to play down the chain's U.S. roots. He added that "The operation should help integrate McDonald's into French culture” (Murray Campbell, 2002). Campbell (2002) also clarifies that using Asterix and Obelix in a marketing campaign “represents a victory for French exceptionalism and might even help McDonald's in turning the tide against traditionalists campaigning against the invasion of junk food”.
Concerning public relations, MacDo France participates in volunteer and charitable activities. According to the website of “La Fondation Ronald McDonald” in France, a foundation that works for the well being of hospitalized children and their families, there are currently several houses in France, including Lille, Marseilles, Villejuif, Bordeaux, Strasbourg, Toulouse, Paris, Limoges, and Nantes and soon in Grenoble. Houses Ronald McDonald Parents will allow children to be with their relatives and give them an emotional balance encouraging their rehabilitation.
Concerning the resistance to McDonalds Morocco, there is no direct fight against the fast-food chain and its products. Nowadays, Moroccan habits are changing very quickly, the way they dress, behave, speak and think clearly shows that they are influenced by Western lifestyle. Nevertheless, there is still an overall resistance to the globalization among some traditional families in Morocco. Dr. Benajiba, Professor at “Sup’Santé”, explains that it is not easy to resist to globalization because of foreign customs exported by modern nations and adopted by traditional ones which include also negative habits like the quality and the manner of nutrition, the number of meals and its timings. Moroccan food’ traditions are rich and balanced, ancestors were witnesses; they had good health until old age. “The strong nations created the history, the weak ones just follow” stated Dr. Benajiba.
If Moroccans do not show resistance to McDonalds’ products, French people do. MacDo France has been getting negative promotion from constant anti-American protests by angry French farmers (Belch and Belch, 2001). “The farmers’ movement was caused by World Trade Organization ruling ordering Europe to accept hormone-fed beef produced in US” as claim Belch and Belch. However, the French farmers, governed by Jose Bové, a syndicalist and also member of the
alter-globalization movement, rejected WTO decision and were all opposed to sanctions US has imposed on many imported French foods like Roquefort cheese, truffles and Dijon mustard. Their manifestations have included the dumping of tons of animal manure and rotting vegetables at McDonald’s restaurants all over France. Also, Belch and Belch explain that the event which brought Bové to be judged was the dismantling of
McDonald's franchise in
Millau in August 12, 1999 (2001, p. 709). His resistance was directed towards raising awareness about McDonald’s use of hormone-treated beef. Bové was sentenced to three months imprisonment for his role in the incident. Another French resistance was illustrated in Lozere, in which all the inhabitants were against the opening of MacDo restaurant. They all argued that MacDo is a symbol of junk food, a symbol of a merchandized world which puts the economy and profits before the development of Man and the respect of his environment.
Recommendations:
McDonalds Morocco is offering only few meals comparing to other countries; it would be strongly recommended to propose other products to expand their offers and encourage more people to come eat in its restaurants. McDonalds’ menu abroad is more diversified that in Morocco. Indeed, some burgers proposed abroad could also fit Moroccan market. Another suggestion is the McDelivery. Actually, the idea is to offer to consumers a delivery to their homes. This will encourage people who do not want to get out of their homes to order McDo meals by phone and get them after 10 min at home. A good slogan to advertize for this service would be “Order you meals by phone, and get them after 10 min at home”. In fact, the McDelivery already exists in some countries like Egypt. Another problem that could be solved is the long line of McDrive Casablanca. Two McDrive would be a good solution for not letting people wait a long time.
To sum up, the examples given previously in this paper show that McDonalds, a global corporation, has adapted itself to suit the unique Moroccan and French local market conditions. McDonalds is globalizing Morocco and France, and Morocco and France are localizing McDonalds which lead to the notion of Glocalization. However, the way McDonalds advertizes for its products is different from one country to another, and this obviously because of the difference in culture, values, traditions, religions, and needs of local consumers. French people express their resistance to Mcdonalization while Moroccans are blinded by the modern and American culture.
From McDonald's point of view, the Big Mac is a standard product that is sold around the world; it fits with Levitt's (1983) concept of a standardized product in a global market. In contrast, customers’ judgments of what McDonalds means to them can vary significantly. In other words, even as symbol of global standardization, McDonalds can be read differently by different people in different contexts.
References:
Belch, G.E., & Belch, M.A. (2001). Advertising and Promotion: An integrated Marketing Communications Perspective. New York: McGraw Hill.
Berger, W. (2001). Advertising: Today. London : Phaidon
Campbell, M. (2002). News Center: Breaking News and Views for the Progressive Community. Asterix Promoting McBurgers in France. Retrieved July 4, 2008, from http://www.commondreams.org/headlines02/0124-03.htm
Gordon, T. (2006). Themeland Asia: Consumer Spaces in Glocal Colors. Retrieved June 30, 2008, from http://www.aasianst.org/absts/2006abst/Interarea/I-91.htm
Held, D., McGrew, A., Goldblatt, D., & Perraton, J. (2005). Global Transformations: Politics, Economics and Culture. Cambridge: Polity Press.
Held, D. (2007). Globalization Theory: Approaches and Controversies. Cambridge: Polity Press.
Kamalipour, Y.R. (2007). Global Communication. Belmont: Holly J. Allen.
Mellinger, G. (2006). McDonalds Au Maroc. Franchise Magazine.com. Retrieved July 3, 2008, from http://www.franchise-magazine.com/questions/view_topic.php?idquestion=913&domaine=INTERNATIONAL
McDonalds Corporation and Affiliates. (2008). Innovation and Leadership. Retrieved June 30, 2008, from http://www.mcdonaldsarabia.com/english/bahrain/nutrition_inov.asp Retrieved July 3, 2008, from http://www.McDonalds.com
Mermet, O. (2007). Création du jour : les dictons du père McDo. Retrieved July 2, 2008, from http://blog.strategies.fr/creation/2007/07/cration-du-jour.html
Ritzer, G. (2003). Rethinking Globalization: Glocalization/globalization and something/nothing. Sociological Theory, 21(3). (Sep., 2003), 193-209. Retrieved July 1, 2008, from http://www.jstor.org
Fondation Ronald McDonald. (2006). Retrieved July 8, 2008, from
http://www.mrm-villejuif.fr/acces.php
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