Fastfood chain MacDonald’s adopts a surprising strategy to the French market: walk hand in hand with the peasants to fight unpopularity
If Macdonalds’ restaurants were once set on fire by angry French peasants, this is no longer the case, at least according to Atlantico who published a very interesting article on the relationship between the American giant and the proud grinchy peasants.
The key to this friendly relationship is simple: MacDonalds uses a lot of local products and especially meat, potatoes and flour.
“When a company serves 1.2 million meals per day, it is clear that the French farmers want to work with it” says Bernard Malabiarde, Secretary General of the National Bovine Federation, “McDonald’s is now taking pieces of meat from 40% of French cattle. It is a unique volume in France, making it a privileged partner“
MacDonalds want to be associated with quality food and even has a representation at the infamous Salon de l’Agriculture. Another way of showing the successful partnership with local producers.
“For wheat, thus bread our suppliers are exlusively in France, for beef it is approximately 50% and for fries, we just reached 100% French potatoes” says Willy Brette, vice president of purchases, quality and logistics for McDonald’s Southern Europe (France, Spain, Italy, Belgium, Netherlands)
Even the famous potato wedges sauce is made in Dijon!
MacDonalds France also buys local cheeses for its’ special Hamburger editions: Roquefort, Cantal, Beaufort…
What is really interesting with this article is to see that MacDonalds doesn’t apply country specialization everywhere. Willy Brette agrees that it has to do with the importance of peasantry and terroir in France.
“It is certain that we communicate on that particularly in France, because it is a large agricultural country whose love of food products is deeply rooted in its history“