DOCSLIB.ORG

Introduction

Total Page：16

File Type：pdf, Size：1020Kb

Download full-text PDF Read full-text
Introduction INTRODUCTION OUR FIRST SOCIAL RESPONSIBILITY REPORT: HOLDING OURSELVES ACCOUNTABLE management tool for continuous improvement, Our goal with this initial McDonald’s social and that is in a format that is easy to responsibility report is to share with you a understand and facilitates comparison with review of McDonald’s progress and plans others, contributing to credibility. GRI also related to the community, environment, and provides flexibility and encourages incremental people. progress toward meeting these guidelines. This is important to McDonald’s because of our The principles behind our commitment to challenges in gathering information when more social responsibility were ingrained in our than 70% of our restaurants are owned and culture by McDonald’s Corporation founder, operated by some 5,500 individual Ray Kroc, who spoke nearly half a century ago entrepreneurs in 121 countries around the of the importance of giving back to the local world. communities our restaurants served. Ray Kroc did not articulate this as a corporate strategy nor would he have listed social responsibility “Corporate social responsibility is on a corporate balance sheet. He simply knew achieving commercial success in ways its worth because being a good neighbor and that honor ethical values and respect corporate citizen are intrinsic to McDonald’s for COMMUNITIES, the natural approach to business. ENVIRONMENT, and PEOPLE.” – Business for Social Responsibility ... socially responsible leadership begins a (BSR), a non-governmental organization whose mission is to process that involves more awareness on promote corporate social the issues that will make a difference ... responsibility Making the commitment to being a socially As you learn more about our social responsible leader begins a process that responsibility performance, we invite you to let involves more awareness on the issues that will us know what you think. Visit our social make a difference – within communities, on responsibility web site and send us your behalf of the environment, and with the people comments or questions at: who are McDonald’s. So, we consider this www.mcdonalds.com/corporate/social/ report a beginning and a template by which we will measure our progress in the area of social responsibility. We have organized this report keeping the emerging Global Reporting Initiative (GRI)* Guidelines in mind. We have strived to achieve GRI goals of providing information that is clear, that provides stakeholders with reliable and relevant information to invite further discussion, that serves as an internal * The Global Reporting Initiative (GRI) is an international, multi-stakeholder effort to create a common framework for voluntary reporting of the economic, environmental, and social impact of organization level activity. The GRI mission is to elevate the comparability and credibility of sustainability reporting practices worldwide. The GRI incorporates the active participation of businesses, accountancy, human rights, environmental, labor, and governmental organizations. 2 TABLE OF CONTENTS McDonald’s Commitment to Social Responsibility ........... 4 Organization ........................................................................................ 7 Performance........................................................................................ 10 Community ............................................................................... 12 Ronald McDonald House Charities Local Support and Involvement Community Development Environment ............................................................................. 18 Environmental Organization Environmental Impacts People........................................................................................... 28 People Promise Advanced Training and Development Diversity Marketplace............................................................................... 36 Supplier Social Compliance Working with Experts Animal Welfare International Scientific Advisory Council Happy Meal™ Toys and PlayPlace™ Safety Governance.......................................................................................... 44 Disclaimer This McDonald's inaugural Social Responsibility Report, issued in April 2002, provides information about pertinent aspects of our business related to the communities we serve, the environment, our people, and our relationships with suppliers. The report presents our progress through the end of 2001 and a snapshot of our company as it was in early 2002. Forward-looking statements included in the report reflected management's expectations regarding future events and our future performance as of April 2002. Since that time, McDonald's has continued to launch new initiatives and make changes to our business. These developments, together with the uncertainties inherent in forward-looking statements, mean that programs and results may differ from those envisioned when the report was issued. 3 McDONALD’S COMMITMENT TO SOCIAL RESPONSIBILITY A MESSAGE FROM THE CHAIRMAN AND CHIEF EXECUTIVE OFFICER Thank you for our customers tell us matter to them, including your interest in animal welfare, the environment, food safety, and McDonald’s. We children’s charities. We know there is always welcome your more work to do, and we are working on our curiosity, and we next Social Responsibility Report, which will value your take a closer look at each of these areas, and perspectives – more. whether you are a customer, a One of my top priorities is maximizing neighbor, a McDonald’s support of healthy, active lifestyles. supplier, a McDonald’s was built upon offering high quality shareholder, a menu choices. Throughout our history, we have student, a parent, or a McDonald’s employee. expanded these choices by listening to our consumers. Their input was the impetus for our Strong principles are part of our heritage. decision to provide detailed nutritional Our corporation’s founder, Ray Kroc, information about our menu items 30 years ago. committed McDonald’s to being a responsible corporate citizen in 1955 with a very simple We are now implementing a worldwide, idea – that every McDonald’s should give back comprehensive approach to active lifestyles, to the community in which it does business. fitness, and nutrition. Important first steps have This commitment serves as the foundation for already been taken. McDonald’s is adding more all of our social responsibility efforts. choice to our Happy Meals around the world. Countries are offering various selections, McDonald’s has the honor of serving more including fruit and vegetable selections, milk, and customers around the world than anyone else. other healthy choices. We have also established With this privilege comes a responsibility to be an external global Advisory Council on Healthy a good neighbor, employer, and steward of the Lifestyles comprised of leading health and fitness environment, and a unique opportunity to be a experts to help McDonald’s develop superior leader and a catalyst for positive change.We programs that support our customers’ healthy, recognize the challenges and the obstacles, but active lives. You will see an expansion of these believe strongly in the importance of social efforts in the future. responsibility. Acting in the best interests of our customers, This report, McDonald’s first Social the communities we serve, and the environment Responsibility Report, was published in April, is an evolving process. Your feedback helps us 2002. It describes McDonald’s philosophy and understand how we’re doing. Please let us values, details a wide range of initiatives in the know what you think. areas of Community, Environment, People, and Marketplace, and outlines a series of goals and our plans to meet them. Since the publication of this report, we have Jim Cantalupo launched several new initiatives that extend our Chairman and CEO social responsibility commitment to areas that May, 2003 4 A GOOD START ON REPORTING On behalf of the Corporate Responsibility Committee of McDonald’s Board of Directors, I am proud of the company’s initial effort to report extensively on our social responsibility efforts. This report is a good beginning, establishing a benchmark on where McDonald’s is today, what the goals are, and the plans the company has established to reach those goals. I hope you will find the company’s forthright assessment of where we are and where we want to be in all aspects of our commitment to the community, environment, and people as reassuring as I did. It is good to know that these plans for the future are rooted in a heritage of giving back to communities, innovative environmental programs, and core values and ethics that will provide a strong foundation and momentum for the company’s social responsibility plans. In an effort to make the world a better place, McDonald’s has set forth on a journey that puts it on a path of continuous improvement. The road to being a socially responsible corporation is not only long, but it’s one that requires constant attention as new and unanticipated issues arise. This report provides a valuable roadmap that will enable McDonald’s to measure its progress and enhance its standards of performance. It’s the direction that’s important, and that’s what you will find in this report. On behalf of my fellow members, I encourage your continued interest in our progress. Walter E. Massey, Ph.D. Chairman of the Corporate Responsibility Committee McDonald’s Corporation Board of Directors 5 WHERE SOCIAL RESPONSIBILITY FITS INTO BUSINESS
Load more

Recommended publications
  • Chapter 01 1
    Chapter 01 1. Introduction McDonald's is one of the best-known brands worldwide. This case study shows how McDonald's continually aims to build its brand by listening to its customers. It also identifies the various stages in the marketing process. Branding develops a personality for an organization, product or service. The brand image represents how consumers view the organization. Branding only works when an organization behaves and presents itself in a consistent way. Marketing communication methods, such as advertising and promotion, are used to create the colors, designs and images, which give the brand its recognizable face. At McDonald's this is represented by its familiar logo - the Golden Arches. Marketing involves identifying customer needs and requirements, and meeting these needs in a better way than competitors. In this way a company creates loyal customers. The starting point is to find out who potential customers are - not everyone will want what McDonald's has to offer. The people McDonald's identifies as likely customers are known as key audiences. McDonald’s has come up with advertising campaigns to help combat the dropping sales such as its New Taste Menu, and this was geared toward the healthier consumer. The message was that the company was tasty and nutritious, friendly folks and fun could be found at McDonald’s. 1.1 Problem Statement McDonald’s has been forced to contend with a number of potential obstacles to growth in recent years, most notably stark criticism and a less-than-favorable global economic climate that has seen consumers reduce their discretionary spending.
    [Show full text]
  • Standards of Business Conduct the Promise of the Golden Arches
    Standards of Business Conduct The Promise of the Golden Arches “The basis for our entire business is that we are ethical, truthful and dependable.” “The basis for our entire business is that we are ethical, truthful and dependable. It takes time to build a reputation. We are not promoters. We are business people with a solid, permanent, constructive ethical program that will be in style…years from now even more than it is today.” — Ray Kroc, 1958 2 Standards of Business Conduct 3 McDONALD’s VALUES We place the customer experience at the core of all we do Our customers are the reason for our existence. We demonstrate our appreciation by providing them with high quality food and superior service, in a clean, welcoming environment, at a great M c value. Our goal is QSC&V for each and every customer, each and every time. DONAL We are committed to our people D ’ S We provide opportunity, nurture talent, develop leaders and reward achievement. We believe VALUE that a team of well-trained individuals with diverse backgrounds and experiences, working together in an environment that fosters respect and S drives high levels of engagement, is essential to our continued success. We aspire to be our customers’ favourite We believe in the McDonald’s System McDonald’s business model, depicted by the place and way to eat. “three-legged stool” of owner/operators, suppliers, and company employees, is our foundation, and the To achieve this mission, balance of interests among the three groups is key. our actions as individuals and as a system must We operate our business ethically reflect our Values.
    [Show full text]
  • Germany Corporate Responsibility Report 2016 at a Glance Content Corporate Responsibility Report 2016
    faCts & figures McDonald's Germany Corporate responsibility report 2016 at a glanCe CONteNT Corporate Responsibility Report 2016. At a glance – Facts & Figures / Seite: 2 CONTENT 3 1. ABOUT THIS REPORT 4 2. ABOUT McDONALD'S GERMANY 4 Market position 4 Restaurants 5 Corporate Governance 6 Social Commitment 7 3. OUR FOOD AND WHERE IT COMES FROM 7 Suppliers 7 Raw materials 9 CO2 footprint of supply chain 9 BEST Programs 10 Quality label 11 Product quality and safety 11 Dialog with guests 13 Happy Meal 14 4. ENVIRONMENTAL MANagEMENT IN AND AROUND OUR RESTAURANTS 14 CO2 footprint 15 Energy consumption at restaurants 16 Logistics 17 Packaging 17 Waste and recycling 19 5. THE PEOPLE AT McDONALD'S 19 Employees 20 Diversity and equal opportunity 21 Vocational training and university education 21 Training and skills building 22 Occupational health and safety 22 Remuneration 23 6. EXPLANATORY NOTES 30 7. GRI CONTENT INDEX 34 8. INDEPENDENT ASSURANCE REPORT BY KPMG 37 9. PUBLISHING DETAILS 1. AboUT thIS report Corporate Responsibility Report 2016. At a glance – Facts & Figures / Seite: 3 ABOUT THIS REPORT ReportING PERIOD AND proFILE McDonald’s Germany updates and publishes its sustainability data every year. This GRI indicators: “Facts & Figures” brochure outlines our key figures and the progress we made in 2016. It G4-28, G4-29, G4-30, G4-32, supplements McDonald’s Germany Corporate Responsibility Report 2016 – At a glance, G4-33 which we have printed and made available in all restaurants. We publish a full corporate responsibility report every two years. Our last full report came out in 2015.
    [Show full text]
  • Standards of Business Conduct the Promise of the Golden Arches
    Standards of Business Conduct The Promise of the Golden Arches “The basis for our entire business is that we are ethical, truthful and dependable.” “The basis for our entire business is that we are ethical, truthful and dependable. It takes time to build a reputation. We are not promoters. We are business people with a solid, permanent, constructive ethical program that will be in style…years from now even more than it is today.” — Ray Kroc, 1958 2 Standards of Business Conduct 3 McDONALD’s VALUES Dear Fellow McDonald’s Employee, We place the customer experience at the core of all we do Our customers are the reason for our existence. We demonstrate our appreciation by providing For more than 50 years McDonald’s has been a company guided by them with high quality food and superior service, in a clean, welcoming environment, at a great M core values. Our founder, Ray Kroc, built this great company on the seven basic c D value. Our goal is QSC&V for each and every customer, each and every time. O principles that continue to guide our behaviour, actions and decisions every day: N A L We place the customer experience at the core of all we do We are committed to our people D ’ We provide opportunity, nurture talent, develop leaders and reward achievement. We believe S We are committed to our people V A that a team of well-trained individuals with diverse backgrounds and experiences, working LU We believe in the McDonald’s System together in an environment that fosters respect and es We operate our business ethically drives high levels of engagement, is essential to our continued success.
    [Show full text]
  • Kids' Meal Menu Items
    Kids' meal menu items Energy density Healthy beverages NPI Artifical Part of Serving Serving Total calories Energy density (% sugar by Total Saturated Trans Sugar Sodium Fiber Protein NPI score sweetenersa Restaurant Meal name kids' meal Individual item size (g) size (oz) (Kcal) (kcal/g) weight) fat (g) fat (g) fat (g) (g) (mg) (g) (g) Score McDonald's Happy Meal Main Dish Hamburger 100 - 250 2.5 - 9 3.5 0.5 6 520 2 12 50 McDonald's Happy Meal Main Dish Cheeseburger 114 - 300 2.6 - 12 6 0.5 6 750 2 15 40 Chicken McNuggets (4 piece) McDonald's Happy Meal Main Dish with hot mustard sauce 92 - 250 2.7 - 14.5 2 0 6 650 2 11 70 Chicken McNuggets (4 piece) McDonald's Happy Meal Main Dish with barbeque sauce 92 - 240 2.6 - 12 2 0 10 660 0 10 70 Apple dippers (without low fat ● McDonald's Happy Meal Side Dish caramel dip) 68 - 35 0.5 - 0 0 0 6 - 0 0 78 Apple dippers with low fat ● McDonald's Happy Meal Side Dish caramel dip 89 - 105 1.2 - 0.5 0 0 15 35 0 0 66 ● McDonald's Happy Meal Side Dish French fries- small 71 - 230 3.2 - 11 1.5 0 0 160 3 3 66 ● McDonald's Happy Meal Beverage 1% low fat milk jug 236 8 100 0.4 5% 2.5 1.5 0 12 125 0 8 72 ● McDonald's Happy Meal Beverage 1% low fat chocolate milk jug 236 8 170 0.7 11% 3 1.5 0 25 150 1 9 70 ● McDonald's Happy Meal Beverage Minute Maid apple juice box 200 6.8 100 0.5 11% 0 0 0 22 15 0 0 76 McDonald's Happy Meal Beverage Coca-Cola Classic 355 12 110 0.3 8% 0 0 0 29 5 0 0 68 ● McDonald's Happy Meal Beverage Diet Coke 355 12 0 0.0 0% 0 0 0 0 15 0 0 70 McDonald's Happy Meal Beverage Sprite 355 12 110
    [Show full text]
  • Diplomova Prace
    VYSOKÉ U ČENÍ TECHNICKÉ V BRN Ě BRNO UNIVERSITY OF TECHNOLOGY FAKULTA PODNIKATELSKÁ ÚSTAV EKONOMIKY FACULTY OF BUSINESS AND MANAGEMENT INSTITUTE OF ECONOMICS ŘÍZENÍ LIDSKÝCH ZDROJ Ů U MCDONALD‘S MCDONALD'S HUMAN RESOURCE MANAGEMENT DIPLOMOVÁ PRÁCE MASTER’S THESIS AUTOR PRÁCE JAN POPELÁ Ř AUTHOR VEDOUCÍ PRÁCE PHDR. ING. JI ŘÍ POKORNÝ, CSC. SUPERVISOR BRNO 2008 Anotace Diplomová práce se zabývá problematikou řízení lidských zdroj ů v restauraci McDonald‘s. Práce je rozd ělena na dv ě části. První část je teoretická a vymezuje všechny základní pojmy. Praktická část se dále d ělí na analytickou, v níž najdeme informace o spole čnosti Baierová spol. s r.o. a návrhovou, která se zabývá dalšími možnostmi motivace a implementaci nové motiva ční metody. V záv ěru potom najdeme odhad p řínosu pro firmu a zhodnocení. Annotation Master’s thesis solves the question of human resource management in the McDonald’s restaurant. My thesis has two main parts. The first is desk study with fundamental terms. Practical part forks on first analysis part, where you can find information about the company, and second concept part, which considers about next motivation possibilities and implementation of new motivation method. In the end of the thesis you can find income estimation and complete evaluation. Klí čová slova: řízení lidských zdroj ů, motivace, franšízing, vedení lidí, systém odm ěn. human resource management, motivation, franchising, human leadership, bonus system. Bibliografická citace mé práce: POPELÁ Ř, J. Řízení lidských zdroj ů u McDonald‘s. Brno: Vysoké u čení technické v Brn ě, Fakulta podnikatelská, 2008. 93 s. Vedoucí diplomové práce PhDr.
    [Show full text]
  • Why Kids Are 'Lovin' It': a Q Methodology Analysis of the Appeal of Mcdonald's Erica Nelson Rivera Brigham Young University
    Brigham Young University BYU ScholarsArchive All Theses and Dissertations 2016-06-01 Why Kids Are 'Lovin' It': A Q Methodology Analysis of the Appeal of McDonald's Erica Nelson Rivera Brigham Young University Follow this and additional works at: https://scholarsarchive.byu.edu/etd Part of the Communication Commons BYU ScholarsArchive Citation Rivera, Erica Nelson, "Why Kids Are 'Lovin' It': A Q Methodology Analysis of the Appeal of McDonald's" (2016). All Theses and Dissertations. 6440. https://scholarsarchive.byu.edu/etd/6440 This Thesis is brought to you for free and open access by BYU ScholarsArchive. It has been accepted for inclusion in All Theses and Dissertations by an authorized administrator of BYU ScholarsArchive. For more information, please contact [email protected], [email protected]. Why Kids Are 'Lovin' It': A Q Methodology Analysis of the Appeal of McDonald’s Erica Nelson Rivera A thesis submitted to the faculty of Brigham Young University in partial fulfillment of the requirements for the degree of Master of Arts Tom Robinson, Chair Clark Callahan Kristoffer Boyle School of Communications Brigham Young University June 2016 Copyright © 2016 Erica Nelson Rivera All Rights Reserved ABSTRACT Why Kids Are 'Lovin' It': A Q Methodology Analysis of the Appeal of McDonald’s Erica Nelson Rivera School of Communications, BYU Master of Arts The dramatic rise in childhood obesity is a major concern nationwide. Unprecedented media exposure, drastically decreased time spent interacting as a family, and the consumption of calorie-dense foods are all heated topics of discussion with ties to weight gain. In this research, possible associations are examined between media, social groups and a favorite fast-food restaurant among children: McDonald’s.
    [Show full text]
  • 2020 Annual Report 3 Franchisees Are Also Responsible for Reinvesting Capital in Their Businesses Over Time
    cover Annual Report 2020 Annual Letter to Shareholders Emerging from 2020 in a position of strength Dear Shareholders, While conditions were challenging in most markets, we still achieved nearly $20 billion in full year revenue and over $90 the Global McFamily billion in full year Systemwide sales. We were well-positioned to effectively navigate such challenging circumstances and our Customers, because of our operating model, our focus on running great restaurants and our many competitive strengths, including our formidable Drive Thru presence. We also were well- At McDonald’s, we are privileged to be active positioned due to the significant investments we’ve made in participants in the local communities where we live, recent years to develop our digital and delivery capabilities, work and serve. That means we reflect the values and which proved to be a boon throughout the pandemic. understand the needs of the customers and people we The US delivered its sixth consecutive year of positive strive to put first every day. This was especially prudent comparable sales, and average US franchisee restaurant as we navigated the COVID-19 pandemic and societal operating cash flow reached an all-time high in 2020, after challenges within this past year. Through it all, and with a previous all-time high in 2019. Elsewhere, Japan and the strength of our McFamily and a values-led mindset, Australia posted five and seven consecutive years of positive we did the right thing from the start. We prioritized comparable sales growth, respectively. Markets that had the safety of restaurant crew and customers; we took to significantly reduce operations or face closures due important steps to preserve our financial flexibility; we to government restrictions did so with remarkable agility leveraged the power of our supply chain; and we stood and care.
    [Show full text]
  • Mcdonald's Corporation
    building a better business global through effective environmental best of green practices around the world 2009 jim skinner ralph alvarez Vice chairman and chief executiVe Officer President and chief OPerating Officer McDonald’s has been thinking and acting green for over thirty years. McDonald’s is relentless about continuous improvement. This includes Not just because it’s the right thing to do, but because it’s the right finding ways to be more efficient in our business operations and thing to do for our business. Put simply, continuously improving our reducing our overall costs and operating expenses. At the same time, we environmental performance makes us a stronger brand and a more have environmental responsibilities. These Best of Green case studies sustainable company. show that these are not mutually exclusive efforts. Reducing energy and waste and improving supplier efficiencies is, quite simply, good Like any global organization, we utilize our share of resources, and we business. understand that this doesn’t come free. Being a good global citizen means helping to sustain the earth and the bounty it provides. For We recognize that the environment is a rising concern among McDonald’s, this is a multi-faceted effort that stretches from our consumers. We also know we have to make the right changes for our supply chain to our restaurants. business. Finding out what improvements work at restaurant and It requires the efforts of all three legs of our three-legged stool – our market levels helps us identify solutions that positively impact the franchisees, our suppliers and our employees – to seek and develop consumers we serve and our bottom line.
    [Show full text]
  • Mcdonalds Progress Highlights 2020
    At McDonald’s, when we say “billions served,” we’re not just talking about burgers. We’re talking about serving our communities, customers, crew, Our progress farmers, franchisees and suppliers. Because here, at McDonald’s, we know there’s a difference between being in a community and being part of one. That’s why we are prioritizing our role and commitments in the tens of highlights thousands of communities we operate in. We’re also speaking up about our impact on the communities we have been serving for more than 65 years, and how we plan to feed and foster the future of those communities over the next 65 years. Further details about McDonald’s definitions, goals and progress can be found at corporate.mcdonalds.com/corpmcd/our-purpose-and-impact.html. Our planet Packaging Emissions reduction Renewable energy & As of 2019, we are approximately 78% of the way toward our goal McDonald’s was the first global restaurant restaurant efficiency to source all guest packaging company to set a science-based target to Our net zero energy-designed restaurant, in from renewable, recycled or reduce greenhouse gas emissions in our Orlando, Florida, unveiled in 2020 (pictured), certified sources by 2025.* In 18 restaurants and offices, and across our supply can create enough renewable energy on-site of our largest markets, we also chain by 2030. to cover needs on a 100% of its own energy offer customers the opportunity net annual basis. Between 2015 and 2019, we reduced absolute to recycle guest packaging in over emissions from our restaurants and offices In Europe, many of our markets continue 20% of McDonald’s restaurants; by nearly 4% and the emissions intensity of to source at or close to 100% renewable globally we estimate this is 10%.
    [Show full text]
  • Mcdonald's CANADA ALLERGEN INFORMATION
    McDONALD’S CANADA ALLERGEN INFORMATION As of September 27, 2021 To help guests with food allergies make more informed choices, we created an Allergen Information chart with symbols to provide allergen information for our standard menu items. Test products, test formulations, and certain regional products and/or limited time promotional products have not been included. The information provided in this document is based on the most current ingredient information available from our suppliers for the ten priority food allergens identified by Health Canada (eggs, milk, mustard, peanuts, seafood [including fish, crustaceans and shellfish], sulphites, sesame, soy, tree nuts, and wheat and other cereal grains containing gluten), and is based on standard product formulations. However, despite taking precautions, normal kitchen operations may involve some shared storage, cooking and preparation areas, equipment, utensils and displays, and the possibility exists for your food items to come in contact with other food products, including other allergens. We encourage guests with food allergies or special dietary needs to visit www.mcdonalds.ca for the most comprehensive and up-to-date ingredient information, and consult their doctor for questions regarding their diet. If you have questions about our food, please ask to speak to a Manager or contact the McDonald’s Guest Relations Contact Centre at 1-888-424-4622. The allergen information displayed in this document is current as of the date indicated at the top of this page. Category Page Breakfast
    [Show full text]
  • They Call It Le Big Mac: the Importance of Adapting to Local Preferences in Marketing Strategy
    University of Mississippi eGrove Honors College (Sally McDonnell Barksdale Honors Theses Honors College) 2017 They Call It Le Big Mac: The Importance of Adapting to Local Preferences in Marketing Strategy Walker BoBo University of Mississippi. Sally McDonnell Barksdale Honors College Follow this and additional works at: https://egrove.olemiss.edu/hon_thesis Part of the Marketing Commons Recommended Citation BoBo, Walker, "They Call It Le Big Mac: The Importance of Adapting to Local Preferences in Marketing Strategy" (2017). Honors Theses. 937. https://egrove.olemiss.edu/hon_thesis/937 This Undergraduate Thesis is brought to you for free and open access by the Honors College (Sally McDonnell Barksdale Honors College) at eGrove. It has been accepted for inclusion in Honors Theses by an authorized administrator of eGrove. For more information, please contact [email protected]. THEY CALL IT LE BIG MAC: THE IMPORTANCE OF ADAPTING TO LOCAL PREFERENCES IN MARKETING STRATEGY © 2017 By Walker BoBo A thesis presented in partial fulfillment of the requirements for completion Of the Bachelor of Arts degree in International Studies Croft Institute for International Studies Sally McDonnell Barksdale Honors College The University of Mississippi University, Mississippi May 2017 Approved: Advisor: Dr. Doug Vorhies Reader: Dr. Yael Zeira Reader: Dr. Saim Kashmiri ABSTRACT When McDonald’s entered France in the 1970s, critics did not believe it would be a success. France is a country with a strong and longstanding gastronomic tradition, and it is proud and protective of its culture. In addition, the country has been known for its anti-globalization views. However, France is today the largest market for McDonald’s, outside of the United States.
    [Show full text]