McDonald's in Hong Kong: Consumerism, Dietary Change, and the Rise of a Children's Culture, by James L. Watson
James Watson starts his article recollection of a conversation he had in 1969 with a Hong Kong resident whose ancestors had settled in New Territories of Hong Kong six centuries ago. Mr. Man vividly described a feast he had eaten fifty years back, so around the second decade of the twentieth century. Mr. Man's memories and pride about this kind of Cantonese food were characteristic of his generation in those days in the Hong Kong and the province of Guangdong.
The author's starting point, Mr. Man's boasting about the Cantonese cuisine, serves the purpose of what the former considers a legitimate question that would require his attention in an attempt to find the possible factors that led a particular situation related to the food industry in the area. He is asking himself "why, towards the end of the twentieth century, American fast food is so successful in Hong Kong and in Guangzhou?" Considering all the facts and statistics, the author shows that his question needs closer consideration.
2.1 Potential issues to be tackled
He continues first by asking general questions, common to concerns related to globalization and transnationalism. The general fear to loose national character, specific to such globalization related concerns is one of them. Starting with a general fear of loosing national identity through globalization, a fear expressed by several nations, the author decided to concentrate on the specific example of Hong Kong. He explains that he finds it illustrative for his arguments supporting his idea that by the end of the millennium, in a globalized era, in Hong Kong, "transnational s the local."
3. Short history of the Fast Food Industry in Hong Kong.
Beginning with the 60s, the economic conditions and the social changes determined the birth of a more dynamic fast...
Although people were still eating traditional style meals, demands have changed the delivery methods and the venues.
3.1. A new company and model comes on the market
Cafe Coral -- the first fast food style cafeteria to mix traditional Cantonese with other style foods - is still successful by the end of the millennium.
4. January 1975 -- McDonald's enters the Hong Kong market along with the economic boom
McDonald's does not attempt to adapt its products to the specifics of the Cantonese cuisine. It introduces them as complete novelties to the ordinary Hong Kong consumers and keeps them to the basic three: hamburger, fries, Coca Cola. In the new urban scenery, the consumers increase in numbers, move faster and more frequently, have less time to spare for eating, most of them are young, dynamic and more inclined to try the new. Major player in McDonald's success in Hong Kong: Daniel Ng, Managing Director and Hong Kong franchise owner.
4.1 Mr. Ng's marketing strategies
Mr. Ng. played the winning card of not making compromises. At launch, he did not attempt to adapt the products or the company's name and logo. He used his knowledge about his consumers to the advantage of his new company.
4.1.2 The process of slowly transforming the McDonald's name into a name to resemble Chinese
Mr. Ng also uses his knowledge of the local market and of his competitors. He takes into account their mistakes, too. McDonal's will only find its name's phonetic counterpart in Chinese, respecting the difference in nationality.
4.1.3. Food culture differences place McDonald's first in a sector of snacks instead of proper meals
5. Conservative and cautious approaches and strategies in marketing and promoting = keys of success on the transgression path from…
