Golden_Arches_East_Final

Golden_Arches_East_Final - GOLDEN ARCHES EAST McDonalds in...

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Unformatted text preview: GOLDEN ARCHES EAST McDonalds in East Asia Facts and Statistics In 1995, about 45% of McDonalds sales come from outside of the United States A new McDonalds opens ever 3 hours From 90-95 about 1100 McDonalds opened in East Asian countries 700 in Japan First 62 in China Big Mac, fries and a coke no longer foreign 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 McDonalds primary product is the experience itself. On April 23, 1992: Largest McDonalds restaurant in the world opened in Beijing. 700 seats, 29 cash registers 40000 customers on the first day Since then, McDonalds Golden Arches appeared frequently on TV More and more McDonalds restaurants (by 1996 there were 29 in Beijing) China has a new tendency to absorb foreign culture Eating in a foreign restaurant is unusual They call this development (from Tu to Yang ) (from rustic and backwards to anything foreign and western) McDonalds became a symbol of a new era, representing America and modernization McDonalds 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 McDonalds 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 McDonalds because of food taste, adults like its Problem: People consider McDonalds 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 McDonalds 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 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 foods taste McDonalds transforms customer behavior: In 1992: customers left their rubbish on the tables...
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Golden_Arches_East_Final - GOLDEN ARCHES EAST McDonalds in...

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