McDonald's takes a "cross-cultural" approach to multicultural marketing

This report describes how McDonald's, the fast food retailer, is approaching multicultural marketing in the US, where it is seeing growing numbers of Hispanic, African-American and Asian-American customers across its outlets.

McDonald's takes a "cross-cultural" approach to multicultural marketing

Stephen WhitesideWarc

McDonald's Corp., a long-standing and renowned American multicultural marketer, appears to be slipping outside of its pocketed ethnic appeals, and moving to a wider "cross-cultural" approach in its appeals to various audience segments.

"Here's the news: the ethnic plans are the foundation [of our marketing program], and influential in shaping that plan, and it is endorsed by the entire system," said Marlena Peleo-Lazar, chief creative officer at McDonald's. "We are continuing to invest in the fastest-growing segments of our business: our ethnic consumers. We insure that it is never...

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