Case Study McDonald’s
Worksheet 4
Worksheet 4
The Localization of McDonald’s
p. 1
The Localization of McDonald’s
Refer to Worksheet ‘A Brief Introduction to McDonald’s’ and find out the respective
years in which McDonald’s branches in Tokyo, Hong Kong, Taipei, Seoul and Beijing
were established.
Tokyo
1971
Hong Kong
1975
Taipei
1984
Seoul
1988
Beijing
1992
Read the following information:
Tokyo
The early 1970s saw the maturing of a rich middle-class, and their children grew to
become a new generation of consumers. They can afford to eat out frequently.
McDonald’s took off was in line with the rise of the younger generations
Hong Kong
The day when McDonald’s opened in Hong Kong symbolized the beginning of Hong
Kong’s permanent economic take-off. Hong Kong was becoming an international
commercial centre as well as an entrepot for China trade. The middle-class rapidly
replaced the post-war labour class.
Taipei
Taiwan was gradually taking off to become a major player in world electronics and
computers. During this time, the middle-class began to have extra money to engage in
leisure activities.
Case Study McDonald’s
Worksheet 4
The Localization of McDonald’s
p. 2
Seoul
The South Koreans were beginning to take to consumerism as a lifestyle. Children in
South Korea became very keen on hamburgers, pizzas and American-style fried
chicken. Many parents who used to be against imported goods would hold birthday
parties at McDonald’s for their children.
Beijing
Since the economic reforms in the late 1970s and early 1980s, the family structure in
the big cities of China has undergone rapid changes. By the mid-1990s, birth rates had
dropped and parents were willing to spend money on their children. McDonald’s
made good use of this opportunity and expanded quickly all across China. The 600 th
branch Mac restaurant was opened in the year 2003.
1.
According to the above extract, what is the relationship between McDonald’s
business development and social and economic factors on the local level?
Suggested Answer
Social factor: formation of the middle-class; emergence of the nuclear family;
falling birth rates; parents’ willingness to spend money on children.
Economic factor: economic take-off; formation of consumer life style.
McDonald’s in the Eyes of People
Read the following extracts and answer the questions.
A.
Before 1997, McDonald’s food here was the cheapest in
the world. Young people gathered with their friends at
McDonald’s, while old people came here to enjoy the air
conditioning. Visiting McDonald’s means that we are
chasing after American culture? I never thought of that
before!
Case Study McDonald’s
Worksheet 4
The Localization of McDonald’s
p. 3
To us, McDonald’s stands for American culture and the promise of
modernization. McDonald’s is effective in its service and
management. It provides a good eating environment and its food is
fresh. What we yuppies like most are the mood, its dining
atmosphere, and the friendly service here. Consuming at
McDonald’s reflects our status.
B.
McDonald’s is the place we high school
students like most for hanging around.
We gather here every day from 3 to 6
p.m., eating while doing our homework. I
like pure soya milk and corn soup.
McDonald’s is the entertainment centre
for the ‘good’ students and not one for the
C.
‘bad’ students. So mum and dad are
comfortable with us being here.
McDonald’s here stands for American culture. It reflects
D.
the complex and contradictory relationship between
America and our country in the past 50 years. We like
going to McDonald’s because it doesn’t offer wine like
traditional restaurants do. Even without the company of
friends, I can spend a lot of time in this comfortable
environment.
Case Study McDonald’s
Worksheet 4
The Localization of McDonald’s
Because
of
the
recent
p. 4
economic
downturn, McDonald’s is introducing a
‘super-low price’. During weekdays,
hamburgers and cheese hamburgers are
sold at half price. I like the “Made for
you” system introduced last year, for
which food is prepared only when an
E.
order is placed. It has become very
popular since then.
2.
A
From the above five statements, guess where the speakers come from (Hint: all of
them are from Southeast Asia). Support your answer with evidence from what
they say.
From
Evidence
Hong Kong
“Before 1997, the price of a McDonald’s here is the cheapest
in the world.”
Compared to prices in other places, McDonald’s food in
Hong Kong was quite cheap.
B
Beijing
“Consuming at McDonald’s also reflects our status”.
Beijing people think that only the better-off people can afford
eating at McDonald’s.
C
Taipei/Taiwan
“I like pure soya milk and corn soup.”
McDonald’s in Taiwan provides these kinds of food.
Case Study McDonald’s
D
Seoul/Korea
Worksheet 4
The Localization of McDonald’s
p. 5
“It also reflects the complex and contradictory relationship
between America and our country in the past 50 years.”
Since the separation of Korea into North and South after the
Korean War in 1950-53, American troops have stationed in
South Korea. South Koreans who have a strong nationalist
sentiment have mixed feelings towards the long-term
stationing of American troops.
E
Tokyo/Japan
“the recent economic downturn”
Japan has been in economic downturn in the last ten years
Case Study McDonald’s
3.
Worksheet 4
The Localization of McDonald’s
p. 6
How do A and B’s view different about McDonald’s?
Suggested Answer
A (Hong Kong people) sees McDonald’s as a cheap restaurant; whereas B (Beijing
people) regards McDonald’s as a high-class restaurant.
4.
A, B and C all mentioned why they liked to eat at McDonald’s. Do you like to
hang around at McDonald’s? Why? Are your reasons similar to A, B and C
mentioned?
Free answers from students