More important, Castledine says the company has developed a template that can be modified to different markets. Boxer created an online style guide and library of images available to franchises around the world. Says Castledine: "There's nothing worse than a global brand that isn't locally relevant." In Australia, for instance, packaging highlights beef sourced in nearby New Zealand. In Argentina, some sandwiches feature images of marinated seasoned onions, a regional delicacy. And throughout Europe, Le Hamburger's ciabatta roll is called out.
Read the rest of Business Week on McDonald's global redesign.
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