McDonald's Global Expansion Strategy (2020–2025): Prioritizing India and Europe
RESEARCHER, MOHD JAVED, DEPATMENT OF MANAGEMENT, SCHOOL OF BUSINESS, GALGOTIAS UNIVERSITY
PROFESSOR, DR. DIKSHA BISHT DEPARTMENT OF MANAGEMENT, SCHOOL OF BUSINESS, GALGOTIAS UNIVERSITY
Abstract
This research paper delves into McDonald's global expansion strategy between 2020 and 2025, with a concentrated focus on India and Europe. As the world's largest fast-food chain, McDonald's has been at the forefront of international business strategy, utilizing a hybrid model that combines global standardization with local customization. The study begins by exploring the rationale behind targeting India and Europe during this period. While India presents an emerging market with a growing middle class, Europe represents a mature yet evolving market with increasing demand for health-conscious and sustainable dining options. The paper discusses how McDonald's adapted its products, services, and operations to cater to the unique socio-economic, political, and cultural landscapes of these regions. Theoretical frameworks such as the Integration-Responsiveness framework and Dunning's Eclectic Paradigm are used to interpret McDonald's strategic decisions. The PESTEL analysis outlines the macro-environmental factors affecting expansion, including political stability, economic conditions, social preferences, technological advancements, environmental challenges, and legal regulations. Impact analysis investigates how these strategies influenced market dynamics, consumer behavior, and competitive positioning. A case study approach highlights real-world implementations of these strategies in select cities within India and Europe. The conclusion synthesizes insights to evaluate the effectiveness of McDonald's approach and offers strategic recommendations for future international expansion. The research emphasizes that McDonald’s success lies in its ability to remain globally consistent while embracing local responsiveness, making it a powerful case of transnational strategy execution in the fast-food industry.
