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McDonald's also shows the power of the cultural specificity of the cross-border understanding of consumers. In France, nearly 10% of all meals eaten outside the home,while in the United States and Britain, unlike their Anglo - Saxon counterparts by nearly40%, among French consumers for breakfast, lunch and dinner little snacks. As a result, France's dinner time also last longer, eat multiple courses through the consumption of fast food restaurants to create unique opportunities and challenges. McDonald's decided to take advantage of this opportunity. Instead of running to encourage snacking promotion, company by installing electronic ordering kiosk, which is one-third of customers use more than 800 restaurants freed valuable workforce. McDonald's has used the surplus labor by providing table side services, especially in the oblique order extra coffee or dessert item lingering diners accept orders of French cultural preference Page 18of 51
for longer meals. Thanks to these initiatives, ordinary French consumers spend about $ 15 per visit to McDonald's - four times the cost of their American counterparts.In addition, in order to solve a non-empty table in the dining matter of time, McDonald'sMcCafe in France launched - a range from a separate counter high-end coffee and pastries. Wheat pastry from the coffee holder group, operating in France and Paul LADUREE popular luxury brand stores baking group. According to the staff Alexis LE MANS Carolina McDonald's French chief, "I set up a taste test McDonald's almond cake my friends and those LADUREE, almost no one can tell the difference." From burgers and potato the most traditional communicators Article unorthodox move not only increase revenue 5% - by increasing the product, more than 80% of the profits - butalso contributed to the chain's image of the bourgeoisie (gentrification).August 2011, McDonald's announced another mccafés omnipresent take French food icon: in French baguette (which will also provide the holder with the group). Internal baked French bread and gives them both as forms of breakfast foods and bread sandwiches, McDonald's apparently so that the current from the bakery across thousands occupied the non-exclusive "fast food" segment play France. More than 70% in 2009, according to research by the French restaurant industry consulting firm Gira Administrative Court, the French energy than nine times the traditional hamburger sandwiches, French consumption of all sandwiches are made baguettes. As McDonald's Trabelsi said, "Today, we are part of French daily life. Our primary task is to integrate Page 19of 51
into the local community, as well as our traditional products .......French bread and crazy love the baguettes. we are gradually responding to natural demand. "Sponsored Content:As for the response to the growth trend of healthy eating in France, McDonald's launched McSalad. The new store concept, design and realization of all McDonald's restaurants in France salad, is the first company worldwide to 32,000 restaurants, customers will not find any traditional burgers, fries and milkshakes. Located in La