Yum’s Taco Bell Joins McDonalds Abandoning Brand Protectionism for Global Success.

To contact us Click HERE


Yum Brands, with over 5,000 KFCunits in China alone has had global success. However, Taco Bell has not been able to find its international footingyet.  Yum once again had decided tofollow  McDonalds lead for McDonalds  has long understood that strategy trumpstactics in a global marketplace. McDonalds clearly is the Quick ServiceRestaurant (QSR) leader in the United States and the World. Over the past 30+years McDonalds has leveraged its consumer qualitative and quantitativeattributes via marvelous menu magic, building a better brand for global success.
Taco Bell has decided to joinMcDonalds abandoning brand protectionism in favor of international unit growthand sales success. Taco Bell, has had a very slow start in India accordingto all reports including senior executives of the QSR company. Taco Bell,having now undergone a major menu re-make will offer a menu with 60% localizedand vegetarian offerings in India.  Thisis a first for Taco Bell anywhere in the world. Abandoning brand protectionism is what Foodservice Solutions® hasconsistently recommended. 
This is a verygood move on the part of Yum Brands and will provide the lift Taco Bell needs. Here is a sample of what McDonalds is doing. In Germany you can find cold beer in mostMcDonalds. Canada, have alobster dinner with the McLobster lobster roll. In fish-loving Norway, theyhave the McLaks, a sandwich made of grilled salmon and dill sauce. In HongKong,  Rice Burgers, where the burgersare in between, not burger buns, but two patties of glutinous rice.
Australians canorder Vegemite with your English muffin. Australian Happy Meals serve something called the Pasta Zoo which is avegetable and cheese ravioli in theshape of zooanimals, served with a side of "Zoo Goo," made of tomato.
In Asia the shrimpburger is called the "EBI Filet-O" in Japan. In Hong Kong, it'sformally titled the Shrimp Burger and comes on bread with lettuce and spicysauce.  In addition you my Japan's ownshrimp tempura. These shrimp are encrusted in a light batter and dunk nicelyinto tempura sauce.
In Malaysia youcan find a cup of porridge with bits of chicken, ginger, onion, shallots and chilipeppers.In India there are no beefburgers at McDonald's in India try the McVeggie -- a rice, bean and vegetablepatty that McDonald's treats predictably with breading -- or the McAloo Tikki-- a potato-vegetable burger. Then there is the  Maharaja Mac, which is a Big Mac made of lambor chicken meat.
In Egypt, butacross the Middle East. It serves the McArabia, two chicken or beef patties inpita bread with lettuce, tomato, onion and tahini sauce. We see this more as atransplanted hamburger than shawarma or falafel.
QSR brand protectionism isnot a success tactic nor is it a strategy. If success leaves clues in therestaurant industry one clearly is incorporating consumer qualitative and quantitative attributesinto a menu magic.
 Forinternational corporate presentations, educational forums, or keynotes contact:Steven Johnson Grocerant Guru at Tacoma, WA based Foodservice Solutions.  His extensive experience as a multi-unitrestaurant operator, consultant, brand / product positioning expert and publicspeaking will leave success clues for all. Facebook.com/StevenJohnson, Linkedin.com/in/grocerant or twitter.com/grocerant