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The connection between globalization and McDonald’s is a tale of scholarly metonymy. There’s no textual shortage of evidence that references the now-global fast food chain’s success in other countries, often linking it to themes of self-sufficiency, post-industrial stability, and democracy-formed capitalism.
Among these chunks of research is a more endogenous angle that examines the impact McDonald’s has had within offshore cultures; namely, how the American fast food model has been diffused across different countries. Such case studies, which look at individual cultural phenomena and their direct applications to globalization activity, refines not only the framework of McDonald’s in theories, but overall globalization processes and strategies as well.
Japan’s stylish renditions of fast food practices, for one, existed long before McDonald’s came to the country. Given the existing popularity of convenient and on-the-go meals—including conveyor belt sushi and street vendor meals—American fast food chains were bound to succeed. Scholars John W. Traphagan and L. Keith Brown investigate this supposition by employing an ethnographic model of research, building the argument that Japan not only assimilated—but basically swallowed whole—the McDonald’s dining model, to the point that younger people especially believe McDonald’s is a Japanese company.
Traphagan and Brown emphasize that, rather than “styles of preparation or ingredients,” fast food is defined by “a style of selling food.” Essentially, McDonald’s brought no real paradigm shifts to Japan—but rather constructed a space in which already-formed Japanese cultural practices could continue.
Their case study contrasts with that of geographers Ray Oldakowski and John McEwen, who similarly investigate McDonald’s and its cultural assimilation—but in Ecuador. Their evidence shows that the integration of American fast food dining followed a different path, and McDonald’s remains an obviously foreign establishment in the cityscape. McDonald’s didn’t attempt to adapt to Japanese or Ecuadorian culture (for McDonald’s, “the strategy has been one of consistency, i.e. McDonald’s prefers not to change its way of doing business to adapt to foreign cultures, rather, it changes local cultures to meet its own needs,” they note), but Ecuadorians clearly viewed the fast food chain as a deviation from local tastes, unlike Japanese consumers.
“[A] comparison of exterior designs revealed that the McDonald’s in Guayaquil [Ecuador] were very similar to the typical McDonald’s restaurants in the United States,” write the authors. Moreover, the menus were also similar. Only 2 percent of those polled considered the food served at McDonald’s similar to Ecuadorian food. In contrast, very few interviewees considered Kentucky Fried Chicken—another American fast food establishment—different from Ecuadorian food. Eighty-four percent reported that KFC was the most similar to Ecuadorian food, and 68 percent said it was actually where they dined regularly.
“Those results suggest that McDonald’s might gain new customers, and more visits from existing customers, if they also offered menu items more typical of Ecuadorian food,” conclude the authors.
In neither Japan nor Ecuador did McDonald’s actively work to adapt itself to the tastes of the host countries, but the depth of integration into local dining customs differed between the two nations. Such observations could prompt additional nation-specific analyses and possibly reveal additional adaptations to the “strategy of consistency” associated with McDonald’s. However, the study of the globalization of fast food from a micro-cultural angle requires challenging assumptive attitudes around American businesses and classical theories, with one of the most popular—and infamously controvertible—examples being the Golden Arches Theory of Conflict Prevention, built on tropes of democratic peace through development. Globalization and its effects could also be examined in light of McDonald’s cultural impacts on its origin country of America, opening a conversation on socio-economics and class.
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Resources
JSTOR is a digital library for scholars, researchers, and students. JSTOR Daily readers can access the original research behind our articles for free on JSTOR.
Fast Food and Intergenerational Commensality in Japan: New Styles and Old Patterns
By: John W. Traphagan and L. Keith Brown
Ethnology, Vol. 41, No. 2 (Spring 2002), pp. 119–134
University of Pittsburgh- Of the Commonwealth System of Higher Education
The Diffusion of American Fast Food to Ecuador
By: Ray Oldakowski and John McEwen
Material Culture, Vol. 42, No. 2 (Fall 2010), pp. 28–49
International Society for Landscape, Place & Material Culture
Fast Food: Oppression through Poor Nutrition
By: Andrea Freeman
California Law Review, Vol. 95, No. 6 (December 2007), pp. 2221–2259
California Law Review, Inc.
FAQs
Due to globalization, McDonald's can start its business is other countries without any hassle. Since its corporation in 1955, McDonald's has successfully operate more that 31 000 restaurants in 117 countries worldwide (McDonalds, 2009).
What was one negative impact of the globalization of the fast food hamburger? ›
The globalization of burgers has also had an impact on the diets and health of people around the world. Fast food chains often offer high-calorie, high-fat, and high-sugar foods that can contribute to obesity and other health problems.
What are the negative impacts of Mcdonalds? ›
In the short term, fast food impacts blood sugar and blood pressure, increases inflammation, and may mean an individual does not eat enough necessary nutrients. In the long term, a diet rich in fast food could lead to issues with digestion, immunity, inflammation, heart health, obesity, and more.
What kinds of things have changed as McDonald's has globalized? ›
McDonald's has also revamped its menu, introducing new items like premium burgers and chicken sandwiches to appeal to a wider range of customers. McDonald's has also adapted to changing consumer preferences by offering healthier options like salads, wraps, and fruit smoothies.
What are the negative effects of globalization of McDonalds? ›
Focusing more on its impact on its consumer, the negative impacts include loss of local culture, unpleasing lifestyle, and unhealthy diet plans. People, especially young ones, tend to patronize McDonald's and even describe it as a sign of fashion or a trend and choose to eat the menu daily.
What positive changes has globalization brought to McDonalds? ›
McDonald's continues to experience an upward growth in its expansion and sales activities with the company. The globalization or McDonaldization of the company's activities have helped the company to achieve an increased growth in its operations which has seen it become successful in the fast food service industry.
What are 3 negative effects of globalization? ›
On the other hand, there have been negative impacts of globalisation, such as increased global inequality, increased corruption, loss of jobs and environmental degradation, to name a few.
What are the top 3 negative effects of globalization? ›
Some adverse consequences of globalization include terrorism, job insecurity, currency fluctuation, and price instability.
How has globalization affected the fast food industry? ›
One of the most profound results of globalization has been the rapid rise in the number of Western-style fast food outlets around the world, particularly in Asian countries. The world's largest fast food restaurant company, Yum!
What impact has McDonald's had on society? ›
The company and its franchisees helped generate 1.2 million jobs in the U.S. per year and generated more than $15 billion in taxes. McDonald's and its franchisees have also contributed some $26 million in tuition assistance for those employees.
Beef production, which generates significant greenhouse gas emissions, is a major concern, with McDonald's being a substantial player in the global beef industry. Currently, the company contributes between 1-2% of the world's total beef consumption through its network of 39,000 restaurants.
What is McDonald's impact on the community? ›
Our Community Impact & Philanthropy strategy focuses on three key areas: Families and Their Well-Being, including our support of Ronald McDonald House Charities. Support During Times of Need. Philanthropic Investments and Opportunity Employment.
Why is McDonald's globalised? ›
Adaptability. While these early steps helped McDonalds spread throughout the U.S, becoming a global force was a challenge. That's where their greatest strength came in because McDonalds became adaptable by researching and altering their menu subtly for other countries and cultures.
What is an example of glocalization at McDonald's? ›
McDonald's glocalizes its products around the world
Some McDonald's products in India include Chicken Maharaja Mac (a grilled chicken double patty with habanero sauce) and the Veg Maharaja Mac (a corn patty with cheese co*cktail sauce).
How many countries has McDonald's Globalised to? ›
McDonald's operates in 118 countries and territories.
How has globalization affected fast food? ›
Due to globalization fast food restaurants have spread all over the world. Moreover, globalization has led to adoption of western fast foods. This has resulted in abandoning of cultural foods in many countries. For example, in china people the growth of fast food country has growth over the last two decades.
How has Globalisation affected the food industry? ›
Globalization has facilitated the movement of goods across borders, enabling a diverse array of foods to be accessible to consumers worldwide. The expansion of international trade has led to the year-round availability of seasonal and non-native foods.
What is the glocalization strategy of McDonalds? ›
The answer, McDonald's adopted strategy of glocalization. This portmanteau of globalization and localization coined by Japanese economists in the 1980s in the Harvard Business Review describes a product or service developed and distributed globally, but fashioned to accommodate the user or consumer in a local market.
