In France, McDonald’s was fondly referred to as McDo, pronounced McDough. Recently, it
became McDonald’s 2nd most profitable market in the world after the brand re-imaging. As
mentioned earlier, McDonald’s was not always well received in France. It was the focus of
protests, sometimes resulting in violence. The company’s French leadership redesigned the brand
so it would not be seen as subverting the French culture of high cuisine, but instead as a French
company. The company touts, “Yes, we were born in the USA, but we are made in France.”
McDonald’s now features premium ingredients, 75% local sources, eco friendly stores, and
nutrition content significantly better than the country’s traditional choices featuring high fat
cheeses and potatoes soaked in duck fat. McDonald’s was also an active participant in the
premier agricultural show Salon de l’Agriculture, which features premium local sourced foods.