McDonalds

Tensions fared in Saudi Arabia earlier this year when a McDonald�s restaurant was torched to the ground.

But surprisingly this symbol of US cultural imperialism was recently voted the Middle East�s favorite restaurant in an independent market survey by Synovate. The survey interviewed a sample of 2,000 people across the region and examined a variety of factors such as last visit satisfaction, market penetration and market share.

Nor was it true that the US-led invasion of Iraq had turned Middle East citizens against US-born McDonald�s. In fact, McDonald�s had increased its market share within the fast food sector in the first quarter of 2003, although overall the number of visits to fast food outlets had declined in a tense period for consumers.

All over the Middle East outlets of McDonald�s are independently owned on local franchises so it is true that a boycott of McDonald�s would have damaged local business as much as the US parent group. Perhaps it was the timely introduction of the McArabia � a combination of Arabic bread, grilled chicken and salad � that saved the day with its tilt at local dietary if not exactly cultural heritage.

But that is not the official view. McDonald�s regional cooperative chairman Mithqual Abu Nasser explains: �McDonald�s has always been a leader in quality, service, cleanliness and value.

�This is the reason why we decided to invest in this franchise in our countries. McDonald�s worldwide experience gives us the tools to provide our customers with the best. It gives us great pride to see that we have succeeded in delivering the highest international standards to our customers in all our markets.�

However, this does not explain why Big Mac sales are presently slumping around the world while the Middle East appears to be hungry for this product.

Could it be that the Middle East consumer is saying something about their true preferences in voting for McDonald�s? Has the region a bigger appetite for Western cultural icons than some might believe?

Remember that when the Iron Curtain fell in Eastern Europe that McDonald�s was often the first investor in these new markets, and look at them today. So there may be quite a few takers for the McDonald�s franchisees in Baghdad and Basra. And as for the McDonald�s that was burnt down in Saudi Arabia, it has already been rebuilt.

McDonald�s golden arches are perhaps more of a global than a US cultural icon these days but its success in the Middle East is probably more significant than it appears. Retailers take note.