It seems the English are more worried than the French about plans for the world’s leading franchise, McDonald’s to open an outlet in one of the most iconic art museums – the Louvre.
The BBC recently reported that the French media were fascinated about the reaction of the rest of the world to McDonald’s plans to open a fast food outlet next to the reverential Louvre. Many publications outside of France were disgusted at the thought of a Big Mac wafting itself underneath the nose of the beautiful Mona Lisa, while the French remained indifferent. Even France’s most famous food critic Francois Simon, the man said to have inspired Anton Ego in the Pixar film Ratatouille, remained indifferent.
And the reason for this indifference? Simply, McDonald’s has become as much a part of French life as the Mona Lisa. The same BBC article reported that there are now over 1,130 McDo (as the French refer to the infamous franchise) outlets and over 90 McCafés across France and that the French market is one of the most profitable market for McDonald’s, second only to the US. It is likely that McDonald’s have achieved this success through their own process of Frenchification. This method of clever cultural integration involved McDonald’s dedicating themselves to sourcing at least 80% of their meat from French farmers. McDonald’s notably personalise all their marketing campaigns to be culturally relevant and this no doubt increases their popularity within each market.
Recently, a fellow franchise blogger over on our US site wrote about the upgrading of franchise outlets such as Burger King and McDonald’s and McDonald’s is most definitely dedicated to clever integration into national culture whilst retaining a global image. The hallmark of a high-performing franchise; McDonald’s offer a recognisable brand but also a method which will work in any market. This is proven by the Big Mac which has the same basic components everywhere but using local meat and culturally significant marketing. It’s definitely a recipe for success!