McDonald's in France

            
 
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Case Details:

Case Code : MKTG262
Case Length : 19 Pages
Period : 1972-2010
Pub Date : 2011
Teaching Note : Not Available
Organization : McDonald's Corporation
Industry : Fast Food
Countries : France

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.



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"It's a great example of a restaurant that, not adopted, but adapted to match up with the French culture. Customers view it as a French restaurant."1

- Walt Ricker, vice president of media relations for McDonald's, in 2009.

"I think that we made it in France because the expectations of French people and the reality of McDonald's did not coincide. They thought that fast food was lousy, dirty, mostly for teenagers - and so on. But when they discovered McDonald's for themselves they soon changed their minds. In fact we are a family restaurant - where 4 people can eat for around 150 francs. Not many places can do that." 2

- Denis Hennequin, president, McDonald's Europe.

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

Introduction

In 2008, France became the biggest source of revenue for US-based fast food giant McDonald's Corporation (McDonald's) outside of the US. According to figures released by the chain, in 2008, McDonald's generated sales of €3.35 billion from its 1,115 outlets in France and profits increased by 3%.3

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1] Sarah Gilbert, "McDonald's at the Louvre? Critics Complain, but the French Can't Say No," www.dailyfinance.com, July 10, 2009.
2] Jeremy Joseph, "McDonald's Succeeding in France Despite Mad Cow Disease," www.jeremyjosephs.com/mcdonalds.htm
3] Niamh Cremin, "France Becomes McDonalds' Largest European Market," www.bordbia.ie, February 13, 2009.


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