Through this blog, I cannot talk about burgers without talking about fast food, and more precisely about McDonald’s and its giant and incredible globalization around the world.
McDonald’s is almost assimilated as a myth since 1937, in fact McDonald’s is not only a fast food restaurant where you can eat a Big Mac, but this is also 31 000 restaurants in 119 countries, employing more than 1.5 million people, which is about 1/4 of Singapore's population. Basically, McDonald’s is now a day a reference in term of globalization.
But first, let’s get everything clear: for you, user who has never participated in an economics course in your entire life, what is globalization? “Globalization” sounds like a complicated concept right? To be honest: not at all! Globalization is local or national ways of doing things spread all around the world, it can be economical, political, and cultural. Let me give you an example, Madeleine is a French girl and she has a real admiration for the American model Cara Delvigne. Cara is always wearing jeans with the famous white Nike baskets, so Madeleine is going to buy new jeans and baskets to look like her model. This is what we call globalization: people from all over the world who are acting in similar ways.
So, why McDonald’s is an example in term of globalization?
Created in 1937 by the brothers Richard and Maurice McDonald in California, the first fast food is a huge success, so in 1953 the brothers decided to create franchises all around the United States, but this is still not enough. In the 70’s they decided to implant McDonald internationally: Costa Rica, Panama, Japan, Canada, Europe, Asia, Africa and more.
McDonald’s success is mainly based on the propagation of the “American Way of life” that is a dream come true thousands of Europeans, Asians, Africans and so on.
Of course McDonald’s success is the best example when are talking about globalization, but they are not the only ones on the burger market. Many fast foods restaurants specialized in hamburgers have emerged these last year like Burger King, Wendy, and Subway who were also helped the burger expansion all around the world...
In term of conclusion I would say that McDonald's should not only fear competition from other big names in fast food, but it must also deal with the emergence of "Fast-Casual Restaurants” like Shake Shack, Five Guys, Panera Bread, Panda Express or even Jason's Deli. New concept of fast food high-end, mid-way between restaurant and takeaway, these fast-casual restaurants are becoming increasingly popular in the United States. Since 2011, the Wall Street Journal the number of young people 19-21 years who eat at McDonald's every month fell 13%, while attendance at fast-casual restaurants has increased.
So, what is the future for burgers ?!
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