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.
The new menu in France offered many choices not familiar in the US, such as: the P’tit Plaisir
(mini snack foods), Le Royal Deluxe (burger with whole grain mustard sauce), Croques
Monsieurs (grilled ham and cheese), and Jambon Beurre (ham and butter on a crusty baguette).
In addition, stand alone McCafes carried traditional French sweets such as macaroons, fruit tarts,
and flan, and served beverages in ceramic mugs.
Although 70% of Americans traditionally order food to go, dining is a particularly social event in
France. People are likely to come in groups and spend more money, but expect to dine in, linger,
and have at least 2 courses. McDonald’s prospered in France by positioning the restaurants as
primarily take out, offering quality options without the time commitment. This had a direct cost
benefit to the consumer. Traditional restaurants were taxed at a rate of 19.6%, while
McDonald’s was required only to tax patrons at 5.5%. This made inexpensive food even more
reasonable in a sluggish economy where unemployment was high. McDonald’s popularity grew
as few conventional choices were child friendly, quick, or served full meals at off peak hours.