What’s the secret sauce of successful localisation Have a look.
1. Starbucks, Hong Kong, Red Bean Frappucinos
‘Red bean’ as a flavouring is quite typical in China, and, despite our prejudices in the west, a very popular one in deserts. Starbucks’ Frappucinos were originally sold in Hong Kong, while Green Tea Frappucinos – another popular flavour – were sold on the mainland.
2. McDonald’s, France (Disneyland), Trio of pastries
Europe, time-and-time again, has been a proving ground for American companies. American commercial identifiers – like big portions, smiles and high sugar content – rub Europeans the wrong way. This mini-suite of pastries in French MacDonald’s is an attempt to replicate the style of local patisseries:A small chocolate cake, lemon cake, and macaroon, served with espresso.
3. Subway, India, Paneer Tikka Sub
According to Subway, ‘Cottage [Kurdish] cheese slices marinated with barbeque seasoning.’ East meets west.
4. Mcdonald’s, England, Bacon buttie
For American brands, even the UK required some localisation. The bacon buttie – or sarny – is inextricably English.
It just goes to show that the British have finer tastebuds than we thought.
5. Starbucks, China, Mooncake
Similar to the bacon buttie in terms of it being a direct life of local cuisine – rather than an adaptation, like the frappucino – a mooncake is a Chinese pastry, in which you’ll usually taste a red bean jelly and a hard-boiled egg. The mooncake is eaten in Autumn to celebrate the Moon goddess of Chinese mythology.
6. Dairy Queen, China,Green Tea Blizzard
The Green Tea Blizzard is Dairy Queen’s best-selling entry in China. Dairy Queen’s CEO John Gainor said the blizzard was the result of surveying the country’s ‘taste profiles.’
