Abstract

The case discusses the localization strategies adopted by the multinational fast food chains - McDonald’s, Domino’s and KFC in India. Initially, these fast food chains found it tough to cater to Indian tastes. Soon, they customized their menu, positioned their products and advertised to appeal to Indian customers. McDonald’s and Domino’s succeeded to a certain extent, while KFC still had a long way to go. The case is intended to enable students understand the localization strategies adopted by the multinational fast food chains. They should also be able to appreciate the factors that forced the fast food chains to understand the local market and modify their strategies to suit local requirements.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Localization strategies adopted by fast food chains.

Keywords

Localization, strategies, multinational, fast food chains, McDonald's, Domino's, KFC, India, fast food chains, Indian tastes, customized, menu, positioned, products, advertised, Indian customers, McDonald's, Domino's, KFC, multinational, local requirements