Word: mcdonaldization
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Dates: during 2000-2009
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...changing my name to McStamberg." SUSAN STAMBERG, National Public Radio correspondent, on a $200 million bequest to the nonprofit broadcasting corporation from Joan Kroc, widow of the longtime chairman of McDonald...
...have failed. American fast-food chains such as Popeyes Chicken & Biscuits and Dunkin' Donuts tried to establish China operations but were forced to retreat, in part because they didn't cater well enough to the palate of the Chinese consumer. By contrast, KFC has even outperformed fast-food giant McDonald's. KFC outlets outnumber Golden Arches by more than 3 to 2 in the mainland...
...first-mover advantage. The company's initial outlet opened in Beijing within sight of Chairman Mao's mausoleum in Tiananmen Square in 1987, a time when many Chinese still wore blue Mao suits and refrigerators were transported by tricycles. There were no fast- food restaurants anywhere on the mainland. (McDonald's debuted in Shenzhen in 1990 and came to Beijing in 1992.) The company made some early missteps: for example, KFC's advertising slogan "finger-lickin' good" was mistranslated into Chinese characters that meant "eat your fingers off." But China was opening up to the outside world, and KFC benefited...
...created Chicky, a fluffy chicken mascot, specifically for Asian markets. The move is working: in Qiandaohu the KFC restaurant does on average two birthday parties a night, and the employee who dresses up as Chicky is so popular that he can't attend every one. Take that, Ronald McDonald...
...Staff writer Timothy M. McDonald can be reached at tmcdonal@fas.harvard.edu...