Abstract
During a recent anti-war demonstration in Paris, a McDonalds restaurant was once again the target of some extreme demonstrators, broken windows, sacked rooms, etc. McDonalds has become the strongest symbol of globalization and bad nutrition. In France, the country of "Haute cuisine", where food represents a much greater part of household expenses than in the US, the success of McDonalds was not obvious. Surprisingly, France is the only country in the world (except Australia) where the Oak Brook firm is still increasing its sales at a 2 digits growth rate. However, McDonalds has been in France for 25 years. This amazing growth rate is therefore not due to any start-up effect. This paper will not only explain the reasons for the success of McDonalds in France, but will also analyze the mistakes made by the firm in its offer strategy. The report will tell about the fast-food marketing in France, its Corporate marketing strategy, the typical French McDonalds offers and finally the conclusion.
