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McDonald’s unique menu items around the world make for popular online fodder, with articles listing surprising regional meals—ranging from the McSpicy Paneer Burger in India, to corn pie in Malaysia. But when it comes to launching one of those products, how does the brand cater to local tastes while luring in new customers?
A recent example is when McDonald’s rolled out its new premium burger, the Maestro, in the Baltic countries—Estonia, Latvia and Lithuania. The brand’s challenge was to make its campaign for the product relevant in three different markets, while attracting a young, urban audience who might not typically eat at the fast-food chain.
McDonald’s turned to food bloggers from the three different countries to promote the burger.
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