Revisiting the global expansion strategy of fast-food brand: Modelling of satisfaction antecedents in marketing management

This study explores consumers’ perceptions of the fast-food business strategies of McDonald’s in a foreign market. Under the setting of Japan as a foreign market, a qualitative method is applied in the study, with 24 interviews with Japanese people based on the following key themes: local menu variations, local management and other employment opportunities, environmental friendliness, and corporate citizenship. It is found that Japanese consumers evaluate most the global brand value as an American icon in the Japanese market, rather than appreciating the effort in adapting to the local market. While it has typically been discussed that localisation is one of the key elements for business success, the outcome of this study suggests that research focusing on the antecedents realising customer satisfaction and loyal behaviour needs to have more attention, and that reconceptualising knowledge is important, especially since contradictory evidence appears as the global market expands.