Abstract
McDonald's company is a multinational which owns more than 30,000 franchises of fast food restaurants under McDonald's brand, in 121 countries. The company also heads other brands of restaurants, as Aroma Café, Boston Market, Chipotle Mexican Grill, Donatos Pizza and Prêt À Manger. In 2001, incomes reached 14.87 billion dollars, with a 1.64 billion dollar net income. France is one of the most dynamic markets: in 2003, the figures of McDonald's France business progressed by 10 %, to reach 2.2 billion Euros. At the beginning of 2004, France had more than 1000 restaurants. In France, McDonald's welcomes more than 1.2 millions customers a day.
McDonald's is the leading global foodservice retailer serving nearly 47 million people in more than 100 countries each day. Approximately 70% of McDonald's restaurants worldwide are owned and operated by independent local businessmen and women.
The international marketing of McDonald's is very interesting to study because it represents a very important model that consists in providing the same offer through the world with an adaptation per country. Even if this model is sometimes questioned, it appears efficient considering the brand image of McDonald's.
