Ronald McDonald is a clown, even more so in Thailand.
Be ashamed Ronald. Aping a Thai greeting does not make McDonald’s Thai. Thai’s are known for their friendliness- a plastic clown imitating a Thai greeting is an embarrassment; whenever you enter a Thai restaurant or buy food on the street a real live Thai person will greet you with an authentic Thai greeting.
A plastic clown parroting the Thai greeting does not make you, your menu or your company Thai. It shows a lack of understanding for what will make you successful in Thailand. If the Thai people desire a Thai greeting, they will purchase Thai food from a Thai person- usually at 20% of the cost of the food on the McDonald’s menu.
When a Thai person enters a McDonald’s, they are going to experience the American brand they have seen on TV. They want to try a hamburger, see what this American brand and about.
Yes, McDonald’s is a great value- in America you can eat a meal for around $2.00, the real savings is that the more $2.00 McDonald’s meals you eat, the shorter you life expectancy will be and the fewer $2.00 meals you will need to purchase.
Spend less now and eater fewer meals in your life- eat fast, die young.
I believe in Darwin Economics and Business- if the Thai government allows multinational business into their country, giddy up and let the competition for the Baht begin. But, a successful strategy for branding, market penetration and loyalty is not a plastic clown imitating a tradition- that is a poor interpretation of “think global and act local”.
McDonald’s- be ashamed, this is lazy and a poor reflection of your brand. Be American, bring the Thai people the greasy bit of Americana they want, one visit and they will forever appreciate the value and quality of their food- and of the greeting they receive when they purchase that food.
There are 130 McDonald’s in Thailand- one McDonald’s per every 490,584 people; in the USA there are 13,300 McDonald’s, one per every 23,217 people. This implies that McDonald’s has a great opportunity for growth in Thailand, or that McDonald’s product faces limited acceptance and opportunity in Thailand. Worldwide there are over 30,000 McDonald’s.
McDonald’s outstanding nutritional value: http://nutrition.mcdonalds.com/nutritionexchange/nutritionComparison.do
McDonald’s Thailand: http://www.mcthai.co.th/