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Golden_Arches_East_Final

Golden_Arches_East_Final - GOLDEN ARCHES EAST McDonalds in...

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GOLDEN ARCHES EAST McDonald’s in East Asia
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Facts and Statistics  In 1995, about 45% of McDonald’s sales come  from outside of the United States A new McDonald’s opens ever 3 hours From ’90-’95 about 1100 McDonald’s opened  in East Asian countries 700 in Japan  First 62 in China Big Mac, fries and a coke no longer foreign
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Watson argues that McDonaldization has  taken place across the globe  “Eating at the golden arches is a total  experience”  For children it represent fun and familiarity They can choose their own food Watson concludes that McDonald’s’  primary product is the experience itself. 
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On April 23, 1992: Largest McDonald’s restaurant in the world opened in  Beijing. 700 seats, 29 cash registers 40000 customers on the first day Since then, McDonald’s „Golden Arches“  appeared frequently on TV More and more McDonald’s restaurants (by 1996  there were 29 in Beijing) China has a new tendency to absorb foreign  culture
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Eating in a foreign restaurant is unusual They call this development  (from  Tu  to  Yang ) (from rustic and backwards to  anything foreign and western) McDonald’s became a symbol of a new era, representing America and  modernization McDonald’s characteristics:  scientific management, atmosphere of equality and democracy, warmth and friendliness This is the so called American business philosophy or QSC&V (Quality, Service,  Cleanliness and Value) The idea that McDonald’s provides healthy food has been widely accepted by media  and the public. There is an appetite for anything foreign because of its symbolism Inquiry showed: Children like McDonald’s because of food taste, adults like its  image.
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Problem:  People consider McDonald’s food as snack  According to Chinese traditions, food must have the  following to be considered a balanced meal: Fan  (grains and other starches) Cai  (vegetable and meat dishes) Since McDonald’s food does not have that, 75% of the  people consider it as snacks Why do people still go there? Even though it is not filling food it is an fulfilling  experience to eat there Tasting American food became an important aspect of   tourism in Beijing
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Frequent customers are: Yuppies, young couples, and children (with their  parents) Couples because: cheap dinner in a romantic location (foreign) Yuppies: want to establish their middle class status with  foreign relations Children: love the food’s taste McDonald’s transforms customer behavior: In 1992: customers left their rubbish on the tables 
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