It's all McChange at McDonald's: McDonald's is making changes to reflect modern tastes and working practices but are these enough to stem criticisms of the firm as an agent of globalization?

Abstract

Purpose

Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

According to my on‐line dictionary, diversity means variety and that's not something usually associated with McDonalds. Double cheeseburger with relish (hold the onions), vanilla shake and a large order of fries is what you expect and it's what you can get any time you walk or drive through a McDonalds outlet. This consistency is what has made McDonalds a worldwide success and it is what many customers still value about the fast food firm. Despite the ubiquitous perception of McDonalds as the place to go for a Big Mac at any time, or perhaps an Egg McMuffin early in the day, the fast food giant has made significant changes in its product line, both to reflect today's healthy eating concerns, and the more sophisticated tastes of twenty‐first century customers. However, real diversity at McDonalds is found behind the scenes.

Practical implications

Provides strategic insights and practical thinking that have influenced some of the world's leading organizations.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to‐digest format.

Citation

(2007), "It's all McChange at McDonald's: McDonald's is making changes to reflect modern tastes and working practices but are these enough to stem criticisms of the firm as an agent of globalization?", Strategic Direction, Vol. 23 No. 11, pp. 5-8. https://doi.org/10.1108/02580540710832870