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How to Seize the Opportunities When Megatrends Collide. McDonald’s was one of the first Western companies to play an active role in the world’s emerging markets.

How to Seize the Opportunities When Megatrends Collide

It opened a franchise in Brazil in 1979, followed by Russia and China in 1990, and India in 1996. Knowing how tastes in food vary from one region to the next, the company carefully analyzed each locale and adapted its menus accordingly. For example, in Muslim countries its meals are certified halal (permissible under Islamic law); in India, the Golden Arches serve no beef or pork; and in Brazil, McDonald’s serves banana-flavored pies. The restaurant chain was particularly successful in the fastest-growing emerging market, China, where the menu is similar to the U.S. version, except that Chinese customers prefer chicken thighs to breasts.

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