Thanks to Robert Lang for the tip off to this resource.
It's a BBC feature on the global variety in the menu items offered at McDonalds.
It's written by Kate Heddings.
It describes a book which sounds really awesome, and is an investigation of the cultural flexibility of one of the most recognisable brands in the world.Gary He's new book McAtlas shows that the world's most global chain is also one of the most local in terms of its response to local tastes through the 'segmentation' of its customer base.
The book is chunky and packed with images from a global tour of restaurants, exploring how localised they can be, despite the brand's global recognition and profile.
He challenges assumptions about the global fast-food giant, which operates 42,000 stores in more than 100 countries and serves 65 million people a day. While many believe McDonald's has homogenised food culture worldwide, He argues the opposite: that the company has thrived by adapting its menu, architecture and brand to local palates and traditions.
This Substack interview includes the inspiration behind the cover: the sesame seeds on a Big Mac bun, and the page colours of course are from the standard ingredients of the burger.
A news feature on the book too.
The book seems to have been doing very well with a good critical reception. I hope to be able to view a physical copy at some point....
It has the makings of an excellent cultural geography / food / consumption unit for geography students.
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