Such is the level of acceptance by such consumers that McDonald’s is often ‘no longer perceived as a foreign enterprise’ (1997,p. 37), and adds support to former McDonald’s president James Cantalupo’s vision for McDonald’s to ‘become as much a part of local culture as possible’ and where the company is seen not as ‘multinational’ but ‘multilocal’ (cited in Watson, 1997, p. 12).