If you don't recognize these items from your regular McDonald's menu,

如果你沒在一般麥當勞菜單上看過這些商品，

that's because you can't get them at a regular McDonald's in the US.

那是因為你無法在美國一般的麥當勞買到它們。

They're exclusive to McDonald's in their respective countries.

它們是各個國家麥當勞所獨有的。

Designed to both attract tourists...

設計來吸引遊客⋯⋯

America does not have these fries or wings.

美國沒有這些薯條或雞翅。

... and, more importantly, drive international sales.

⋯⋯更重要的是，推動國際銷售。

When you look at the sales figures, about 41% of their sales are in the US, and all the rest are international.

看看銷售數字，約 41% 的銷售額來自美國，其餘都是國際收入。

Here's how and why the company designs those local menus.

以下是這間公司設計這些各地菜單的方法與原因。

This is "The Economics of McDonald's International".

這是《麥當勞國際公司的經濟學》。

McDonald's founder Ray Kroc opened his first restaurant in Illinois in 1955 with just three food items on the menu.

麥當勞創始人雷·克羅克於 1955 年在伊利諾伊州開設了他的第一家餐廳，菜單上只有三種食品。

Its staple was a 15-cent hamburger.

它的主食是 15 美分的漢堡。

It first moved outside the continental US in 1967.

1967 年，它首次走出美國大陸。

Now, the company has over 40,000 restaurants in over 100 countries.

現在，公司在全球逾百個國家擁有超過四萬間餐廳。

We think of McDonald's as an American company, and in the US, they have about 13,500 restaurants.

我們認為麥當勞是一家美國公司，在美國，他們擁有大約 13,500 家餐廳。

But the bulk of their restaurants are actually international.

但大部分餐廳實際上是國際性的。

So, all the rest of those restaurants⏤about 27,000⏤are all around the world.

因此，其餘所有餐廳（大約 27,000 家）都遍布世界各地。

And you may have noticed that the restaurants look different.

你可能已經註意到，餐廳看起來有所不同。

This is so chic.

這真時髦。

There's no Grimace, no Hamburglar.

沒有奶昔大哥也沒有漢堡神偷。

In Canada, they offer poutine.

在加拿大，他們提供蓋澆薯條。

While global core items like burgers and fries make up most of McDonald's food sales still, these local menu items make up about 30%.

雖然漢堡和薯條等全球核心產品仍佔麥當勞食品銷售的大部分，但這些本地菜單產品約佔 30%。

International sales are a key part of McDonald's revenue.

國際銷售是麥當勞收入的重要組成。

Australia, China, Japan, France, and Germany are a few of the company's top markets.

澳洲、中國、日本、法國和德國是該公司的幾個主要市場。

Adopting a menu like this is a strategy companies use called "localization",

採用這樣的菜單這是公司的一種策略，稱為本地化，

and it's a tactic that has been essential to McDonald's global growth.

這也是一種對麥當勞全球增長至關重要的策略。

When the company expanded into India in 1996, it did so without any beef on its menus,

1996 年，當該公司擴展到印度時，菜單上沒有任何牛肉，

observing the common belief in the country that cows are sacred.

遵守該國普遍認為牛是神聖的信仰。

McDonald's served more than 6 million customers there (in) its first year, with items like the Maharaja Mac, made with mutton patties.

麥當勞在第一年就為超過 600 萬顧客提供了服務，推出了用羊肉餅製成的 Maharaja Mac 等產品。

One of India's current popular items is this: the McAloo Tikki Burger.

印度目前流行的一個品項就是這個：McAloo Tikki 漢堡。

It's a potato and pea patty blended with some Indian spices.

這是馬鈴薯和豌豆餡餅，混合了一些印度香料。

This is Roger Di Domenico.

這是 Roger Di Domenico。

He works with local teams to build international menus.

他與當地團隊合作製作國際菜單。

They remind me of a certain Indian street food that I had growing up.

它們讓我想起了我小時候吃過的某種印度街頭小吃。

So, I think it's just a wonderful way to recognize and get closer to the customers while still remaining McDonald's.

因此，我認為這是一種在仍然保留麥當勞身份的同時認識並拉近顧客的絕佳方式。

Most McDonald's locations globally are managed and owned by franchisees or licensees rather than the company.

全球大多數麥當勞門店均由特許經營商或被許可人而不是公司管理和擁有。

Deciding what's on those menus starts with customer research.

決定菜單上的內容從客戶研究開始。

Local experts use that research to craft new items.

當地專家利用這些研究成果來製作新產品。

Local flavors are incorporated in several ways.

當地風味以多種方式融入其中。

The first is adapting McDonald's staples to fit specific tastes.

首先是改造麥當勞的主食以適應特定的口味。

I think if you look at the Spicy Chicken McNuggets that have been in multiple markets,

我認為，如果你看看辣味麥香雞快在多個市場都有，

each one of those markets has a different interpretation of what spice means to their consumers.

每個市場都有不同消費者對於辣味的解釋。

There'll be one that might be highlighting curry.

有一個可能會突出咖喱。

There might be one that highlights more of a Tabasco-like flavor.

可能有一個重點更多的是類似塔巴斯科的味道。

And then a third one that will use something like a Thai chili or a jalapeño.

然後第三個將使用如泰國辣椒或墨西哥辣椒。

But some markets will create or offer something completely new.

但有些市場會創造或提供全新的東西。

Mexico has McMolletes as part of breakfast.

墨西哥的早餐裡有麥捲餅。

The Philippines serves fried chicken with McSpaghetti.

菲律賓提供炸雞配麥氏麵條。

If it's something that tastes like home and can be both true to McDonald's and true to the consumer, it's a big win for us.

如果它是一種像家一樣的味道，並且既忠於麥當勞又忠於消費者，這對我們來說是一個巨大的勝利。

And some additions to the international menus compete with other restaurants.

國際菜單中的一些新菜品也與其它餐廳競爭。

In some of these countries, McDonald's definitely competes with a brand like KFC on chicken.

在其中一些國家，麥當勞肯定會在雞肉方面與肯德基等品牌競爭。

So, in some countries in the Middle East, they actually offer fried chicken.

中東的一些國家也是如此，他們會提供炸雞。

It's not something you'd see on US menus, but to compete with these local flavors, they do that.

這在美國的菜單上是看不到的，但為了與這些地方風味競爭，他們就這麼做了。

Some of the more popular international items have even spread to McDonald's menus globally.

一些更受歡迎的國際食品甚至已經出現在全球麥當勞的菜單中。

McFlurry started off in Canada and now it's loved everywhere.

冰炫風始於加拿大，現在到處都為人所愛。

McSpicy is a product that started off as a local taste variation in China that has now been adopted all over the world.

勁辣雞腿堡是一種最初作為中國本土口味的產品，現已被世界各地採用。

We want people to come in for the global core icons; we want people to come in to try something new.

我們希望人們能成為全球核心標誌、希望人們進來嘗試新事物。

And, so, any of the menu items that we feel like will do that is what we wanna elevate in the system.

因此，我們想要在系統中提升的任何我們認為可以實現的菜單項。

McDonald's seized on the popularity of South Korean boy band BTS, launching a limited edition BTS meal in a number of countries in 2021.

麥當勞抓住韓國男孩樂隊 BTS 的人氣，於 2021 年在多個國家推出限量版 BTS 餐。

It included sweet chili and Cajun sauces inspired by the South Korean market.

其中包括受韓國市場啟發的甜辣椒和肯瓊醬。

The company said the promotion helped drive a 40% increase from the year before in global sales

該公司表示，此次促銷活動幫助推動全球銷售額較上年增長 40%

and significantly lifted McNugget sales during that period.

並顯著提高了麥香雞塊在此期間的銷量。

But some transplants aren't so successful.

但有些移植並不那麼成功。

For a number of years, McDonald's has had a McVegan sandwich in Germany and some other European countries.

多年來，麥當勞在德國和其他一些歐洲國家推出純素三明治。

They recently tried offering what they called a McPlant, which was using a Beyond Meat burger in the US, and they tested that in some markets.

他們最近嘗試提供他們所謂的 McPlant，該產品在美國使用 Beyond Meat 漢堡，並在一些市場進行了測試。

And it just doesn't seem the consumers here want that.

這裡的消費者似乎並不想要那道餐。

So, you know, there is a push-pull, you know.

所以，你知道，這其中有推力，也有拉力。

It's fun to have new flavors, it's exciting, but it doesn't always work in a permanent way.

有新口味很有趣、令人興奮，但它並不總是永久有效。

While having a wide selection of items globally is profitable, McDonald's is looking to streamline some of its offerings.

雖然在全球範圍內擁有多種商品選擇是有利可圖的，但麥當勞正在尋求簡化其部分產品。

This year, the CEO Chris K has said that there's just too many redundancies all across the world.

今年，執行長 Chris K 表示，世界各地有太多冗余了。

He gave an example where, you know, there's 70 different types of chicken sandwiches all across the world.

他舉了一個例子，全世界有 70 種不同類型的雞肉三明治。

And, so, I think they are in the process of examining that, but I don't think they're gonna eliminate all local items on menus.

所以，我認為他們正在研究這一點，但我不認為他們會消除菜單上的所有本地菜品。

So, next time you're in Spain, you might be able to try McPops.

所以下次你來西班牙的時候，也許可以試試 McPops。

They're filled with your choice of white chocolate or hazelnut.

它們填滿了你自行選擇的白巧克力或榛果內餡。

They're super soft and they've got this amazing filling on the inside.

超級柔軟，而且裡面的餡料也非常美味。

Can I bother you for a napkin?

能麻煩給我一張餐巾紙嗎？