Telling the truth about SME life today

6 foods American brands created for foreign tastebuds

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.’

Image sources 1 2 3 4?5?6?7



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