Wie McDonald’s Frankreich erobert hat

Frankreich ist, nach den USA, der zweitgrößte Markt der Fastfood-Kette McDonald’s. Wie das in einem Land möglich sein kann, in dem es ursprünglich zu gewalttägigen Protesten gegen McDonald’s gekommen war, erklärt Mike Steinberger in „How McDonald’s Conquered France„.

The food at McDonald’s was cheap, and it was made cheaper still because its restaurants were officially designated as takeout joints. The value-added tax on meals at such establishments was just 5.5 percent, versus the 19.6 percent levied at „gastronomic“ restaurants. This gave McDonald’s an even greater competitive advantage over brasseries, bistros, and cafés.

Und wer schon einmal in Frankreich war, weiß: Entweder billiger Take-Out-Laden, sauteures Restaurant oder, eben, McDonald’s.

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