Francis Barbero

McDonald’s Websites from Around the World Compared

The vibrancy and contrast are evident in the websites, showing the difference with the culture, trend, market, and identity of Mcdonald’s in their respective countries.

What Makes A Great Shot

Great shots of actual people work. Let’s take the Mcdonald’s Poland website as an example. The images of actual people like the Mcdonald’s employees in the sliding banner and children in one of the boxes below for the For Parents page, help me drop my guard! Mcdonald’s Poland used great photography for a subtle yet emotional appeal.

The Evolving Trend of Flat Designs

Some of the websites have flat designs by using less shading which make things look “real”. The main banner of the Mcdonald’s Qatar website is a specific example.

How Critical A Fresh Content Is

There are websites which are not updated. This might lead to a negative impact to the overall brand. Just take a look at the Mcdonald’s Philippines’ website. It still shows offers for Christmas – even if it’s now June! Also, the beveled navigation bar on the side is de rigueur from 10 years ago and now, flat design is in. Mcdonald’s Lebanon, Moldova, Qatar and Ireland, keep up with the trends, please?

What Makes A Good Burger Shot

We gotta give our two thumbs up to the Mcdonald’s websites with some good burger shots such as France, Holland, Germany and Korea (although the latter had a bit greasy-looking shots). Mcdonald’s Moldova presents an upside down bun which is totally interesting, but definitely and absolutely, we give the award of the best burger shots to Kazakhstan!

Domain Name Sets The Difference

In our analysis, we infer that it is better to have different local domains rather than one global domain with country specific domains. Variation with the local domains set a big identity difference amongst these websites.

The Green Mcdonald’s

The typical Mcdonald’s logo is a combination of hues such as red and yellow, but eight countries which include France, Spain, Israel and Kazakhstan use green and white or green and black combo for their Mcdonald’s logo instead of the usual. Green and white give a lighter and healthier feel whilst green and black gives an edgier and more sophisticated feel.

The Good and the Bad Ones

Just take a look at the Latin American Mcdonald’s websites. They practically ooze the same identity and it seems that they are owned by one company. Our most favorite is the Mcdonald’s Israel website because it uses a lovely and subtle parallax which shows attention to every detail. We do not have a least favorite, but the ones that have negative impact to the global brand are Mcdonald’s Philippines, Ireland and Greece because of their outdated content.

The Best Mcdonald’s Website

Mcdonald’s Israel and China are both forward thinking which make them the best among the rest. They are willing to buck the convention and they put attention to each detail. Among the websites, Mcdonald’s China has the originality. It does its way by using card-based styles and has a high functionality and even uses QR codes which makes it probably more suitable for mobile.

Are we lovin’ it… or not?

We expect them to have local characteristics—the colors used, photography and overall look and feel, but we were surprised to see the variety and inconsistency in the websites. This shows that not all McDonald’s website are equally built. The good thing is that the identity variation of these websites is what sets one from another.

Eventually, after seeing many beautiful shots of hamburgers in those websites, we went to a nearby burger chain, Burger Kingone of Mcdonald’s competitors, and bought a Whopper Junior. Honestly, it did not live up to expectations. It was in contrast to how anyone would expect. The burger was too typicaljust a grilled patty in between some veggies and some mustard sauce. Well, it’s just an ordinary burger that costs more or less a dollar like any other burger cooked to appease a hungry stomach.

Never mind the pretty shots of burger or chicken, convenience is all that matters! It comes with the satisfaction like if it’s a big hassle to grab a hot and delicious burger or it’s just easy as one two three from doorsteps. The best marketing strategy in a website is to convince people that convenience is the biggest priority among any other things through visually and textually compelling combination of images and texts that can actually turn visits into actual sales.

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