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Introduction
Introduction
McDonalds, Taco Bell, and Subway are just some of the American fast food restaurants that have been able to successfully integrate themselves into countries all around the world. Because of this they have been able to share a part of American culture with billions of people. On the surface this may seem as simple as contacting specific regions and asking them to allow for a new storefront to open but behind the scenes this process is an extremely time consuming and precise feat of planning and marketing. This overall idea is considered the theory of Glocalization. Not to be confused with localization or globalization, Glocalization is the simultaneous occurrence of both universalizing and particularizing tendencies in contemporary social, political, and economic systems. In other words, a way in which companies adapt to their target market or region to properly integrate within it. These adaptations can be towards the food, culture, and society and if a company is able to successfully and appropriately adapt to all three then they have accomplished their job at glocalizing their business. Glocalization has allowed for vast expansion within both American and International markets which in return has allowed for many cultures to be recognized and respected around the world. In some cases this form of appreciating and expanding one's culture can have both positive and negative effects on the area in which it is being expanded to and it is important to understand all sides of it. I will be analyzing the ways in which American fast food restaurants utilize glocalization with the help of marketing and the negative and positive effects that this has on the regions in which they operate and how this theory can be seen as both a blessing and a curse worldwide.
The Functions of Glocalization
The Functions of Glocalization
In order to understand the issue at hand one must comprehend the functions and uses of glocalization itself. As mentioned before, glocalization is the adaptation of tendencies regarding social, political, and economic systems within a particular region. One can view this as the combination of both globalization and localization being that the word itself is derived from the two. Globalization being the process by which businesses or other organizations develop international influence or start operating on an international scale and localization being the process of making something local in character or restricting it to a particular place. By combining these two definitions we are gifted with the process of glocalization which allows us to then adapt to local areas all around the world which give way to expansion and exposure. In this particular case the fast food industry utilizes glocalization to push their brand and product to other countries. “Glocalization attributes the success of a global product totally to localization of the product as indicated by the particular needs of that area”(Mathur,345). As we can see within this quote the needs of a specific area must be met in order to successfully adapt and cater to that specific region. If the needs or specifications, in many cases, are not met then the company will begin to receive tremendous amounts of backlash as it will be disregarded within that region. A very crucial understanding that must be acknowledged whenever a company will begin to glocalize into a specific area/location is the understanding of food culture within that specific region. These factors must be taken into consideration in order to fully meet the needs of that area/location.
Figure 1. This building is the resemblance of what used to be a fully functioning McDonalds located on the Island of Barbados. Not being able to fully satisfy the community on the island, McDonalds was forced to close its doors due to not being able met the Bajans love for mostly seafood and chicken.
Food Culture
Food Culture
For glocalization to properly work food culture must be a factor that is not overlooked in the slightest. If the culture of one's food is not highlighted or respected when a company begins to this process server backlash will ensue and either cause the company to lose money or shut down that specific location. A perfect example of this is the McDonalds that opened in Barbados.”Bajans, as people here like to be called, have a sense of their own style. So much so that even McDonald's couldn't invade the culture. The fast-food chain went bust after just six months because no one ate at the place”(Emling,1998). Back in 1996, McDonalds attempted to implement themselves on the beautiful island of Barbados, but due to the Bajans love for seafood, chicken, and pork it never appealed to them and they ended up forcing McDonalds to close their doors. Here we have a prime example of a company that did not appeal to their customers' food cultures and in return the customers did not support the company. Food culture of course can represent more than what that specific culture eats and doesn't eat, it can also include the ways in which they eat, the ingredients they use, and even the time of day that they eat. One must also take into account the traditions of a specific region, social environments, and labor conditions. All of these factors make up food culture and its importance when it comes to these companies when they begin the process of implementing themselves in a specific region. The overall understanding of one's culture allows for an easier transition and an overall positive welcoming from said region.
The Pros and Cons of Glocalization
The Pros and Cons of Glocalization
Now that we have a general understanding of localization and how it is utilized along with the importance of food culture we can now begin to look at the impacts in which glocalization has within the fast food industry and the ways in which they implement themselves within many regions. The three viewpoints that will be under review will be: food, culture, and society/community. These three viewpoints are the three main aspects that glocalization has an impact on and by analyzing the ways in which these aspects are impacted will give us a better understanding of the overall use of glocalization. Understanding both the pros and cons will allow one to visualize the long lasting effects in which glocalization has on the cultures and communities in which are being targeted.
Figure 2. Within this figure we are given a graph presented by the National Library of Medicine. The graph shows us the correlation between the opening of McDonalds across multiple regions in Brazil and their correlation with childhood obesity.
Food
Food
Without question food is of course a very important aspect when it comes to glocalization and the implementation of new fast food restaurants around the world. Without food these fast food chains would have no business therefore it is of the utmost importance that the food selection and choice is the highest priority. In order to accommodate a specific region these fast food chains will design food options that revolve around the region's cultures and ingredients. While of course staying consistent with the original menu these adaptations are what allow for region specific foods that can only be found in said region. Because of this, these restaurants are able to provide many different experiences all around the world when it is executed correctly. The pros lie within the effort that it takes to ensure that one's culture is properly and respectfully reflected in the food that is being served. This not only shows that the company can adapt properly but it shows the individuals within said region that this company respects and values their culture's food. I will be focusing on the famous dishes that were created by the billion dollar fast food chain, McDonalds. They are a great example of what it means to adapt to one's region specific food. For example, in Singapore one can experience the Samurai Burger which consists of a beef patty that is dipped in teriyaki sauce, or Malaysia’s Bubur Ayam which is a take on the traditional porridge dish that contains strips of chicken, spring onions, fried shallots, and diced chilies. These are just two examples of how McDonalds, along with many other fast food restaurants, are able to adapt their menu while still staying true to their own. As mentioned above this is extremely crucial because if the food selection does not align with the region's cultures or values it can be seen as a sign of disrespect or culture appropriation. Another way globalization can be extremely beneficial to a specific region is by allowing there to be healthier food choices amongst the community. An amazing example of glocalization contributing to a community is the implementation of Subway in India. Prior to there being a Subway located in India, fast food chains such as McDonalds had already penetrated their market. Because of this obesity began to rise in India and the World Health Organization approximated that about 25 million individuals in India had diabetes(Simi,523). To combat this issue Subway took the ideals of glocalization and began the process to implement themselves within the Indian market. By carefully analyzing every key aspect to the Indian fast food culture Subway was able to successfully adapt to ingredients, prices, food purchasing behaviors, and even the restaurant ambience. All of these adaptations are what led to a very successful means of glocalization and this particular example is one that should be referenced when any other fast food restaurant decides to locate to a new region. As briefly mentioned above there can be some negative aspects to the food decisions when it comes to this process as well as the side effects of the food being implemented. Since we are discussing the fast food industry we must acknowledge the negative connotations that come along with these industries. The number one issue being the healthiness of the food that is being served. “It is well known that eating out may lead to excess calorie intake and increases the risk of obesity because of large portion sizes and increased energy density of foods”(Mandal,2023). Because the majority of fast food restaurants originate from America the portion sizes are carried into the other countries which then leads to obesity amongst other issues. The foods high fat and calorie levels end up having a very large impact on communities that were never used to food containing such high levels. A recent study that took place in 2019 examined the correlation between the number of McDonald restaurants and the levels of overweight and obese prevalence in those areas located within Brazil.. The results were as follows: “There was a very strong positive correlation between overweight rates and the number of Mcdonald's restaurants for both males and females between 5 and 9 years old and a strong positive correlation for females between 10 and 19”(Reuter,2019). The findings clearly show that due to the implementation of McDonalds, in this case, there was an extreme rise in overweight and obesity amongst the youth simply because of the food. Even if glocalization is able to bring foods from across the globe within a shared space and expand one's food culture and knowledge there is also the risk of implementing unhealthy eating habits that could lead to rises in obesity and/or the risk of culturally appropriating one's traditional food dish.
Figure 3. Within this image we are give a glimpse of the aesthetic design of a McDonalds in France. When viewing this image one cannot help but think of a cafe and being that France is heavily known for their cafe aesthetic McDonalds was inclined to rebrand as such.
Culture
Culture
One of the main issues that many industries face when it comes to glocalization is the off chance of any form of culture appropriation. Within today's society the appropriation of one's culture has been seen far too often within many industries including the fast food industry. It is important to recognize one's culture and celebrate it without crossing the fine line of appropriation. “This is not to say food can’t, or shouldn’t, evolve. The very core of food culture is adaptation to new environments, new palates, new people, new ingredients — and these exchanges are not always peaceful or mutually beneficial”(Dorsey,2020) This article tackles the idea of how fast food chains are let off the hook when it comes to appropriating dishes and in many instances this is true. Other than hiring local chefs to create or prepare the cultural foods that are being implemented in these restaurants who is to then determine what makes these dishes culturally acceptable and to add to this issue, who is to say that, for example, McDonalds, could own the rights of a cultured dish other than a dish that is American? There are many questions that can be raised when it comes to American fast food restaurants and their take on other cultures' food and it is these questions that must be answered first before one begins the process of glocalization. As more will be discussed in the marketing section of this paper one must see that there is also a fine line between the industry catering to many different cultures and the industry profiting off of those exact same cultures. It is in a company's best interest to find multiple ways in which to cater to one's culture such as decor or overall ambience within the restaurant. To add to the very strict ideals that some cultures have, France is a perfect example of a country whose culture can be summed up to generally not liking America as a whole, hence hesitation to allow fast food chains to be implemented within their country to begin with. “Of course you can still find French people who dislike McDonalds because it represents American hegemony in a globalized world and the homogenization of food and culture”(Beardsley,2012). Even though the implementation of McDonalds was successful in France it does not necessarily mean that it somehow was able to become aligned with the culture values of France. Glocalization in this case simply altered the food and ambiance to fit a somewhat French aesthetic. When viewing the implementation of Subway in India on the other hand we see a proper response to culture as they used culture to build upon the Subway brand. By catering to their means of social media, food tastes, and other aspects of their culture they were able to maintain a healthy balance of culture representation while staying true to the Subway brand.
Figure 4. Some societal factors that come along with glocalization is the impact in which it has on its community. This image shows the negative impacts that fast food industries
Society
Society
Both food and culture are extremely important aspects when it comes to
glocalization and the effects that glocalizations have on the two are equally as important to comprehend, but one final aspect that has the overall say so if glocalization was properly executed is the society/community of said region. This aspect weighs heavily on this issue because at the end of the day it is the society and the community that will have to live on with the impacts that the fast food chain has within their area. We have seen that if a restaurant does not fit the parameters of the community then that the restaurant will indeed get booted. If a fast food chain is able to properly appeal to the community then that community will in return begin to make that food a part of their daily lives. For example, every Christmas in Japan a bucket of chicken from none other than KFC (Kentucky Fried Chicken) is every households must have. “Almost every year since she was a chol, Hokkaido resident Naomi has looked forward to her family's traditional Christmas meal: a KFC ‘party barrel’ brimming with salad, cake and lots of fried chicken ‘In Japan, it is customary to eat chicken at Christmas,’ says the 30-something Japanese woman”(Springer,2022). Here we see that when a fast food franchise is received well it can easily become incorporated into the everyday lives of a specific community that then becomes a tradition down the line. There are many instances where the opening of a new fast food restaurant can be considered a very large event and spectacle.. To some countries the idea of them receiving such a world famous fast food chain can be extremely exciting to the community and draw in thousands of individuals. “With 700 seats and 29 cash registers, the Beijing Mcdonald’s served 40,000 customers on its first day of business”(Yan,2006). With McDonalds being such a huge name in the world of businesses, the crowds and attention that they are able to draw from within a community is no surprise. This only goes to show that due to the many other successful implementations around the globe some countries are just waiting and anticipating their opportunity to get their hands on an item from McDonalds in this case. For countries outside of the US, being able to have the opportunity to experience the ambiance and food of some of these restaurants creates such an excitement and thrill. This excitement and thrill is sometimes not the reaction that some communities have and in some cases the implementation of fast food restaurants in certain regions takes longer to implement to ensure that everything is done properly. “This expansion is, indeed, perceived as a threat by nationalist defenders, a notable example being the movement against McDonald’s in France in 1999”(Colas, 134). Despite France now containing one of the most recognizable McDonalds food items, Le McBaguette, France was extremely opposed to the idea of a Mcdonalds gracing their beautiful streets. It makes complete sense that France would be extremely hesitant with having McDonalds operating in their country being that the values of McDonalds simply do not align nor correlate with France in any aspect. This is where glocalization truly comes into play and the adaptations that are needed to be made in order for France to let McDonalds into their community were different than any other McDonalds in the world. Once again, community and society play such an important role when it comes to implementing any type of business within any new region/culture and failing to realize that could cost one their business.
International Foods
International Foods
Figure 6. Taco Bell India: Chicken Tikka Masala Burrito
Figure 7. KFC Phillipines: Spaghetti
Figure 8. McDonalds Spain: Patatas Bravas
Figure 9. McDonalds France: Le McBaguette
Figure 10. 7 P's of Marketing
The Role of Marketing Within Glocalization
The Role of Marketing Within Glocalization
Despite it not being mentioned directly in the definition of what glocalization is, marketing is the key element that is necessary in order to properly and efficiently implement the theory behind glocalizing. Without proper marketing there is no way for any company, let alone fast food companies, to properly implement themselves within any region. It is important to understand the functions and uses of marketing when it comes to glocalization because this will allow one to see the inner workings of what it takes to glocalize a company. Within any company there is a marketing mix that must be followed, the same goes for glocalization. If a company wishes to expand themselves they must use this marketing mix and tailor it to whichever region they will be entering. As time has progressed the marketing mix grew and went from the 4P’s of marketing to the 7P’s of marketing. The 7P’s of marketing are: product, place, price, promotion, people, process, and physical. These 7 terms are what have allowed every successful business to thrive and flourish and what have enabled glocalization to become a process that is achievable. All of the terms themselves are very straightforward and lay a very solid foundation that businesses can build themselves off of, but if the second one of these terms is not identified or valued as much as the rest are then it will leave a gap for error which could lead to any type of backlash or failure of the company. To put these terms to use we can look at the implementation of Subway in India as an example.
The product was of course Subway sandwiches and other goods that are sold within the company. Ensuring that what they are selling to the community is in line with their standards is what will generate business. Place is determined by location and the bumper of outlets. By finding the proper placement of the Subway ensuring that it was accessible to large amounts of customers was something that needed to be perfect. Price was based on what the average amount of households would bring in, being careful not to price too low or high. Promotion is a very important aspect because it is the way that words get around about one's business. “The Indian people are huge fans of social media services where applications like facebook and instagram offer a unique twist”(Simi, 581). In this case, since Subway knew that social media played a big part in the communities everyday life they stuck to utilizing social media to promote all of their products. People simply represent who your target audience is as well as employees. The process portion of the marketing mix is all the work that is done behind the scene that the customer will have no contact with. This would consist of any blueprinting, automation, or control procedures. The final term of this mix is physical which is everything that one will see or interact with at face value. This is the cleanliness of the establishment, the decor, ambience, and service, all of which make up the experience of business. By utilizing the 7P’s of marketing there is no reason that one's business should fail the process of glocalization because it is simply a step by step checklist that must be completed to even begin thinking about expanding one's business around the globe. If none of these 7P’s can be visible within a company then there is a severe underlying issue that is not being addressed.
Being that marketing is such a broad field within business there are many areas in which many businesses can overlook key aspects of marketing whether they are good or bad. On the topic of glocalization one must mention monetization. Marketing and monetization go hand in hand being that if both are executed properly they can generate revenue. Monetization in the lens of glocalization is a topic that must be addressed due to the fact that these fast food restaurants are monetizing ethnic food when ethnic food was never part of the restaurant to begin with. As mentioned previously, it says a lot when a billion dollar company caters to the needs of other cultures to ensure that they are seen and represented within the brand but at the same time that brand is profiting off of food that they have no history with. Food authenticity can play a factor within monetization being that the food that is being crafted and created within these fast food restaurants is not being made in its authentic form. One can beg the question, what determines a food as authentic? The answer of course can come from many different points of view but the overall understanding is that food authenticity is free from adulteration, with regard to composition, nature, and varietal purity. This can be an entirely different discussion that contains its own set of rules and issues but within this case we begin to see that even though glocalization can bring multiple cultures and individuals together there will always be a stronger force that risks not only cultural appropriation but profiting on behalf of other cultures and disrupting communities.
Conclusion
Conclusion
Over the many decades the fast food industry has been able to utilize the term known as glocalization in order to penetrate and implement themselves within foreign markets all around the world. This has allowed for the expansion of many different cultures and values to be shared across the globe. With the utilization of marketing tactics this industry has been able to successfully cater to the needs of many cultures and communities. “Glocalization helps explain how a worldwide concept can become successful by catering to local values and customs”(Simi, 582). It has provided a sense of community and respect to those that are impacted positively by glocalization. A blessing, if one can call it that; a way of bringing the world together. To many a curse, simply for the idea of imposing Western traditions on communities that only reap the negative effects of it. The effects can be seen as drastic changes in eating habits, obesity, and lack of cultural respect and understanding. Glocalization can be seen as a tool that allows these industries to reap the benefits of other cultures without making it blatantly obvious. Despite the good that glocalization has been able to give to the world, the bad is something that cannot be overlooked. Taking into consideration the impacts it has on food, culture, and society one can clearly see that glocalization is both a blessing and a curse that will continuously have an everlasting effect on the world.
References
References
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