Localisation is a vitally important part of any international marketing strategy, as almost any company who sell services or products in different countries will tell you.
Localisation is a vitally important part of any international marketing strategy, as almost any company who sell services or products in different countries will tell you. Perhaps the company will localize the language they use to sell a service or product, or localize the service or product itself; either way localization is essential for attracting customers from different countries.
We are all aware of the McDonald’s brand and the localization of its menu. Even though the McDonald’s menu is somewhat standardized around the globe enabling you to walk into a McDonald’s in Paris, Tokyo or Buenos Aires and still feel that McDonald’s familiarity, there are always going to be items on their menu that are unique to each country and that have been deliberately localized to the tastes and standards of the local market.
In our list below you’ll see the different McDonald’s burgers that can be found in locations all around the globe –
- Shogun Burger: Hong Kong
- Bulgogi Burger: South Korea
- McArabia: Middle East
- McKebab: Israel
- McLobster: Canada
- Maharaja Mac: India
- Samurai Pork Burger: Thailand
- McLaks: Norway
- Croque McDo: Belgium
- Prosperity Burger: Malaysia
- McAloo Tikki Burger: India
It’s interesting to note that, not only has McDonald selected names that are adapted to the culture of each location, but the product itself has also been adapted.
Some examples are –
- To tantalise their customers from the Middle East the McArabia is served on pita bread, not a bun.
- The burgers are made out of chicken or vegetables in India, where most people don’t eat beef.
- In Thailand and Hong Kong, McDonald’s burgers are topped with teriyaki sauce.
McDonald’s general concept is still a sandwich, however the fillings, sources, and type of bread alter from place to place for different burgers. Perhaps it is not always possible, or even necessary, to localize products and/or services, however, it’s always helpful to localize the language of marketing material.
Don’t hesitate to contact One Hour Translation if you require any assistance with localizing your product or service. And remember that we’re always happy to provide an obligation free quotation for your next translation project.