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on]y halal food, which
.*it
.on-
tain pork or blood and must pass
through several Islamic customs.
McDonald,s Arabia emphasizes
.
For the most part, qrssfing a
.
successful international menu
familiar with the region and can
offer constant.
feedback.
McDonaldls, for one, has stores
in 94 countries and treats each
region as its own test kitchen.
"Most U.S. companies don't
go abroad by themselves-they
donlt take tleir employees from
Toledo and sNp them out to Beijing," says franchise coach arid
author Rick Bisio.'({hey're goulg
Have
to havg
Chinese partner if they
,a
expand into Chin4 saying Tlere!
what we need to do-, "
' In some regions, franchise
menus are guided in large part
crucken patties and a smokey.
saute.
Pangel, a cheese commonly
served in curry dishes, also
makes for a popular substitute.
Chewe,
lhefve
Itaiy
witir
the buns, cheese and,sauce are
pitch black-but they,ve actually
been colored by squid ink.
. Even in Canada-much closer
McDonald,s offers the Mcpaneer
a
pair their Royals
(the metric version of the
euarter Pounder) with wine, while
feil
slices of parmesan cheese on
their burgers.
BotI McDonald,s and Burger
King, meanwhile, have introduced black burgers in Japan.
Americans may mistake,tlen for
a-meal Ieft on the grill too long_
a double Iayer of gxi[ed
French
herbs and served withjatapeflo
peppers on. .cornmeal_dusted
bu-ns-while papa John,s serves
noting that burgers have
'like
Stores in neighboring
-have
their own variation,
,l
culturally to the U.S. than, say,
the Middle East-food gets its
; own Iocal gloss. For instance,
.
?apa's Paneer,, Duza.
Nearly a third of the 180
McDonald's locations in Israel
are kosher, meaaing they don,t
serve milk-based products (some
have separate booths for milkbased desserts) and close on
Jewish holidays and Shabbat.
While falafel was taken off the
menu several years agq customers can still find kebabs and Is-
raeli salad, served with olive oil
and lemon.
Elsewhere in the Middie East,
most fast-food franchises serve
:
:
q!_d honey. In HongKong,
McDona]d's customers can order
taro-root pig which has a sweet,
yamlike flavor, while in Ihailand
you can try a more savory corn
pie.
Another item featured in Italy
and many European nations is
even created a sandwich with
the crusty bottom.of fohdue.,,
which" resembles a Big Mac but
with
Mr. Youag says.
Another corlmon tactic is to
ingorporate local ingredients
rnto core items, says Chris
Young, director of global menu
strategy at McDonatd,s. For instance, '.Ilance plays'off their
Camembert and Comtd.
tiohs. At McDonald,s, one can
nn9 Chicken Maharaja Mac,
Roydle-seared
3nd carries a "numbing heat,.
polds
lvay
tured selections
Iarge Hindu population, which
traditionally considers cattle
slaughter taboo, has given rise to
some particularly creative varia-
.t
it your
dreese heritage,,, says Mr. young,
by dietary restrictions.'Iadia,s
will
peppers.
A common flavor at some Chi_
aese locations is mal4 which is
made from Sichuan peppercorns
Dessert also gets the ],ocal
treatment. While ice cream and
cookies .might satisfy American
taste is differen!,,says Mr. Bisiq sweet tooths, international
frana former director of interna- . chises tweak their dessert offerpopeyes
tional development for
ings by adding local candy or flaLouisiana Kitche4 Cirurabon and vors. In Switzerland,
for
others. "You can,t operate in irutancg you can find McFlurries
those
.
countries without making made wit} Toblerong the Swiss
those adjustrnents.,,
chocolate bar with nougat, aI-
requires having parElers who are
._t.
chickerl with items like the
McArabia Chicken wrap and the
Chicken Mega Mac, served with
four chicken patties.
you go to t}re Middle East,
--'tf
all the oil will be different-they
use pure vegetai,le oil and the
while Peruvian McDonald,s stoi*
aji a spicy sauce made of hot
nearly every chain has a poutine
iterL The dish, which originated
rn Quebec, consists of french
fries topped with cheese curds
aad gravy. pizza Hut has
a
cheesy poutini pizza on the
menq complete with all t}!e top-
p-ings, including fries. furger
King and McDonald,s- offei a
poutine version of their fries,
alcohol. People over 18 years old
in- France can
Germans can opf for beer.
A cook's tour
But
itt
hard to pred.ict what
will work in new
markets, and
occasionally items turn out to be
duds-or lose out to local play-
ers. For instance, McDonaldt
quickly discontinued its IsraeU
it launched in
McFaIafeI after
20[ citing
competition with
cheap traditional falafel stalls
that are ubiquitous in the coun-
try.
Sometimes, thougtL itbms not
only succeed but get big enough
to cross borders. For instance,
t}te McWrap, a McDonald,s sandl
wich that features vegetables
and chicken wrapped in a tortilla, was origi4ally introduced in
Polaad in 2004, and made its
way to North furierica later on.
"If an item does well in one
sp-ot and people really enjoy it,
other countries tend to pull from
it," says Mr. Young, who personally hopes that China,s spicy
items go global.
sometimes topped with bacon.
The tocal adaptations ertend
beyond eore menu items to areas
Iike condiment selectioru. ln addition to ketchup and mustard,
Mn Janofslgt is.a staff reporter
many Thai franchises keep s.weet
shelves,
r e a c he d
chili sauce on their
in The Wall Street Journal,s
New York bureau He can be
at
a
d amj an o fstcy @
dowlones.com.
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