Cultural differences and McDonald's: a multi-country comparative study

The current study assesses the cultural differences in the perceptions of McDonald's services in four countries, the USA, Malaysia, Vietnam, and Egypt. Countries were selected because there were enough variations based on the Hofstede's cultural dimensions. Using individual respondents and Hofstede's cultural dimensions, the study determined that there were statistically significant differences between the countries regarding perceptions of food quality, socialising place, and convenience. In general, the USA perceived McDonald's more critically than other countries whereas Egypt and Vietnam viewed it more favourably. The most apparent application is that culture needs prime consideration before planning to enter any country for business, irrespective of how popular, standardised operations, and procedures are. It is critical to determine the service perceptions of the target market particularly for an international chain restaurant, where similarities and differences of the various countries and cultures may have a profound impact. Other implications for practitioners and academics are discussed.