From Pizza Hut Thailand’s ‘Tom Yum Kung Pizza’ to McDonald’s ‘McKroket’ in the Netherlands, fast food chains are adapting to local tastes and expanding their share of the market in a big way.
The Glocalisation of Taste Buds
“A brand will not lose its identity while adapting to the local environment”, remarked a retail analyst in one of India’s leading brokerage firms and those words of wisdom are proving remarkably truthful the world over.
There’s long existed the need on the part of fast food chains to adapt, or perhaps more accurately ‘tweak’, their menus to local tastes as part of a strategy to woo locals toward foods as characteristically Western as hamburgers, French fries and pizza.
Whilst many people in the developing world have long had a taste for Western style fast food, there are many upon whom it’s never made much of an impression and they’re the people fast food chains are trying to woo with their menus.
This has proven a success in many developing world countries though there are some notable exceptions; take McDonald’s efforts in China for example.
After introducing the rice burgers that proved remarkably successful in other Asian countries, McDonalds found that it wasn’t localised cuisine that Chinese diners wanted but rather its classic burgers, like the iconic Big Mac and their forever expanding range of cheeseburgers.
However, they’ve made a few changes here and there, most notably swapping pickles for cucumbers and replacing ketchup with a spicier sauce on its localised version of the Quarter Pounder, known locally as the ‘Big N’ Beefy’, which ties in with its local slogan, ‘Feel the Beef’.
Japan – Novelty À Gogo!
If you weren’t aware that the Japanese have long loved novelties, this should become immediately apparent upon taking a look at the menus at McDonald’s Japanese restaurants.
The Teriyaki McBurger which is accompanied with a bag of Seaweed Shaker fries is a notable example of how the world’s most famous fast food chain has tweaked its cuisine to cater for local taste buds, as is the Ebi Filet-O, a shrimp burger for which McDonalds enlisted the assistance of ‘Ebi-chan’ – Japanese model Yuri Ebihara – to help popularise.
India – The Need for More Spices and Vegetarian Cuisine
A particularly notable example of how fast food chains have had to adapt their menus to local tastes is exemplified by the leading fast food chains’ expansion into India in the late 1990’s.
Expecting huge demand from locals, most found the locals rather unimpressed with their Western offerings with most turning their noses up at hamburgers and pizza in favour of traditional local foods.
However, years of experimentation with localised flavours finally paid off and most international fast food chains are doing a healthy trade in India. According to the chief executive of Jubilant FoodWorks which franchises Domino’s Pizza, “The consumers evolved, the tastes evolved; the menus and formats followed.”
What’s more, as fast food chains have traditionally proffered meat-heavy menus they’ve had to make some notable changes when expanding into India.
Roughly 50 percent of Indian fast food menus are vegetarian and as the majority of the population are Hindu, there’s naturally no beef to be seen on any Indian menu.
McDonald’s opened a chain of ‘100 percent vegetarian restaurants’ in religious cities like Amritsar and every fast food chain operating in India has a ‘paneer’ burger – paneer is an Indian cheese – and at least one burger that’s 100 percent free of any animal products to cater for religious conservatives.
The Middle East – A Rapidly Expanding Market
Despite the opinions of many people throughout the Middle East regarding the US and the West, fast food chains have done a roaring trade throughout the Arab world and for some time now it’s been possible to order pizza delivery in Dubai or wander into a southern fried chicken restaurant in Abu Dhabi.
Whilst Western-style fast food has long been popular in the Middle East, there have also been many menu changes including local-style flatbreads on pizza chains’ menus and even traditional salads like tabouleh.
As disposable incomes rise throughout the developing world fast food chains will continue to adapt their menus to local tastes – bring on the glocalisation of taste buds!
Many people are feeling the financial pinch these days thanks to the unfairness of the current system. Food banks are busier than ever before. Desperate people, who are shouldering an unfair amount of the burden to repay debts created by others, must ask for food donations to feed their loved ones. it is a shocking state of affairs that one of the richest countries in the world should allow this to happen.
Now people are looking for ways to make meals cheaply and easily. Doing so doesn’t mean that they cannot enjoy good food; they just need to broaden their culinary horizons to produce fine food easily.
Here are a couple recipes my old grandmother used to make that have been handed down through generations.
People either love or hate beef wellington. It is an interesting meal where a fillet of beef is covered with puff pastry and baked. Some say that the meat is not cooked enough, and others judge it as being perfect. Try this recipe for yourself and see what your family think. Here are the ingredients for my simple version.
- Two pound fillet of beef.
- One pound of puff pastry
- Egg White
- Place the fillet of beef in a roasting tin with a little olive oil and cook in the oven on gas mark seven, two hundred and twenty degrees centigrade for fifteen minutes.
- Roll out about one third of the puff pastry and place it on a baking tray.
- Place the beef onto the pastry
- Roll out the rest of the pastry and place it gently over the beef.
- Seal the edges of the pastry and trim it where they join.
- Brush the pastry with the egg white and place it back into the oven for a further twenty minutes until the pastry is golden.
- Let it stand for five minutes before serving.
There are various Filipino dishes which had been influenced by the Chinese cuisine and one of them is Lechon Macau. Lechon Macau is oven-baked pork belly, an alternative to the classic all time favorite lechon or whole roasted pig in most occasions. Because it is oven-roasted it has a moist meat and crunchy skin.
If you wonder why this dish is so crispy, the key is to prick the skin with fork before oven baking. One more thing, the combination of the Chinese five spice powder, pepper and salt rubbed on the pork gives its rich and palatable flavor.read more
Starting a pizza delivery business can be a very prosperous venture. Pizza is a popular food that is loved by millions of people. In order for a pizza delivery business to be successful, the owner needs to make sure that the pizza parlor has all of the essentials. Here are some of the most important things to purchase for a pizza delivery business.
Before heading out to deliver pizzas, the business owner needs to purchase the appropriate amount of auto insurance. Due to the fact that delivery vehicles are on the road for a good portion of the workday, the chances of an accident are increased. Always read the insurance policy thoroughly before making a final decision.
Very few people prefer to eat cold pizza. The pizza delivery bags will be able to keep the pizza hot until it reaches the customer. High-quality pizza delivery hot bags should be able to stay warm for at least 30 minutes. If the customers are satisfied with the temperature of their pizza, they will be more likely to place more orders in the future.
Aside from the required cooking equipment, the owner of the pizza delivery business will also need to purchase other supplies. The list of essentials includes pizza boxes, cups, utensils, and napkins. If the pizza parlor runs out of these critical supplies, business will be at a standstill until the necessary supplies are obtained.