Much of the debate about global branding has centered on the question of whether global brands should attempt to speak with one voice around the world or adapt to local cultures. A popular strategy for many larger brands has been to globalize logos, brand names, and trademarks, while introducing product variations at the local level.

Take McDonald's, as an example. Consumers worldwide visit McDonald's because they know and love the Golden Arches and Ronald McDonald. And, although McDonald's is one of the most recognized brand names in the world, it still localizes its menus and service styles according to appeal to the taste buds and dining preferences of people in a particular market.

Here is a look at some of the ways McDonald's has localized its menu to a region's cultural preferences and taste.

South Korea: According to a statement earlier this month by McDonald's Korea CEO Sean Newton, Korea is one of the five top priority markets for McDonald's. He commented that Korea is economically advanced, yet penetration (of quick-service restaurants) is less than one-third of the rate in countries such as France or England. In the several hundred McDonald's in South Korea, locals dine on the Bulgogi Burger (pork patty in bulgogi marinade). For dessert, try the McBingsoo (Korean shaved ice) or a Green Tea McFlurry.

Italy: According to a report by MSN in mid-2010, "'McItaly' storm for McDonald's," the global fast food giant, McDonald's, has support for its all-Italian burger from Italy's Agriculture Minister, Luca Zaia. Even though McDonald's localized the product to hopefully meet the palate of the Italian public (the burger has Asiago cheese and artichoke spread) plus uses all Italian beef, it was reported by MSN that Zaia is having to defend himself against accusations of "'selling out' and sacrificing the country's culinary reputation by giving Government approval to the sandwich."

China: In China, Chicken McNuggets come with the traditional dipping sauces, but there's also a chili garlic sauce (very popular in China). The menu also includes crispy chicken wings (called McWings), and a seasonal Chinese New Year meal is available, including Grilled Chicken Burger, curly fries, with a horoscope of the twelve zodiac animals of Chinese astrology and traditional "red" packets, or gift bags, for good luck. McDonald's is trying to catch up to the country's fast food leader, KFC, by offering more Western/beef items, such as the "Quarter Pounder," which is also localized (cucumbers replace pickles, and tomatoes and spicy sauce were added).

The Netherlands: Here you'll find McDonald's selling the McKroket, a deep-fried roll containing beef ragouts. Also available is "American Sauce," a yellow mayonnaise-like sauce with bits of relish - for dipping French fries.

Australia: Love the name of this item... the Kiwiburger consists of an all-beef patty, egg, tomato, lettuce, cheese, onion, beetroot, sauce, and mustard in a toasted bun. Here you'll also find the Down Under Deluxe - a home-style burger, named via a nation-wide public contest, and a "Made to Order" menu which allows patrons to personalize their item according to their specific tastes.

United States: Even within its home country, McDonald's localizes its menu according to regional preferences. For example, in the southern U.S., breakfast items include a country ham biscuit and a sausage gravy biscuit, which is a split biscuit served in a tray with the gravy ladled on top.

Which menu item seems to resonate across countries and taste buds? James L. Watson states in Golden Arches East: McDonald's in East Asia, that the secret to the restaurant's global popularity has almost certainly been its French fries, which he writes are "consumed with great gusto by Muslims, Jews, Christians, Buddhists, Hindus, vegetarians, communists, Tories, marathoners, and armchair athletes."

For more unique regional 'McItems,' an excellent round up of localized McDonald's menus can be found here. Contact us to tap into the global brand translation and transcreation experts at GLS.