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Brands and globalization

In: Pro Logo

Author

Listed:
  • Michel Chevalier
  • Gérald Mazzalovo

Abstract

What makes people want to attack McDonald’s? The poor eating habits it promotes? The chain is no temple of gastronomy, of course, but the major fast-food brands stand out because of their criteria of hygiene and respect for the refrigerated food distribution chain, which are much better than what is to be found in traditional fast-food outlets. The hegemony of multinational capitalism? Of the 25,000 McDonald’s restaurants in the world, 80 percent are managed as franchises by local operators from the regions where they do business. In France, McDonald’s buys 80 percent of its supplies on the national market.

Suggested Citation

  • Michel Chevalier & Gérald Mazzalovo, 2004. "Brands and globalization," Palgrave Macmillan Books, in: Pro Logo, chapter 0, pages 265-281, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-50889-7_11
    DOI: 10.1057/9780230508897_11
    as

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