Perspectives 2008: Lessons from the Maharaja Mac
Five rules for entering the Indian market
When McDonald’s replaced its beef-based Big Mac with the mutton-based Maharaja Mac in India, skeptics shook their heads. After all, no one had ever successfully marketed a burger made of anything other than beef. But McDonald’s faced a dilemma: how to sell hamburgers in a culture where the cow is sacred.
As it turned out, the mutton burger was a tremendous hit. In addition to the Maharaja Mac, the company now sells cottage cheese wraps and potato patties to its growing Hindu clientele. This...