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Catering: McDonald’s takes on the French countryside
After conquering the cities, McDonald’s is attacking the rural world and villages. What consequences for less standardized and slightly more expensive restaurants? Report from Pouzac, at the foot of the Pic du Midi.
(France 2)
After conquering the cities, McDonald’s is attacking the rural world and villages. What consequences for less standardized and slightly more expensive restaurants? Report from Pouzac, at the foot of the Pic du Midi.
At the foot of the Pic du Midi, the McDonald’s brand appeared eight months ago. The commune of Pouzac (Hautes-Pyrénées) has fewer than 1,200 inhabitants, but includes a commercial area on the Route des Pyrénées. The axis is ideal for the channel’s new strategy, which now focuses on campaigns. The restaurant attracts both passing tourists and local customers. “To go to McDonald’s, we had to drive half an hour. Here, in 10 minutes, I have a McDonald’s”rejoices a mother.
Customers and jobs
The Wednesday outing is also easier for a grandmother, who was not used to frequenting the store. “It’s not my favorite catering model, but to please the children…”, she smiled. Some customers were opposed to opening, but ultimately succumbed.
What do competing restaurateurs in the town say? David Bolet offers a 100% Pyrenean hamburger sold in a menu for 12.50 euros – 2 euros more than its American rival. He estimates that he has lost around 15-20% of attendance. If the arrival of the chain had crystallized a certain opposition, the brand today brings more taxes to the town, as well as jobs.
Among Our Sources
The brand’s 2022 impact report
Bernard Boutboul Consultant Gira Conseil, advice to businesses in the out-of-home catering and food industry – occasionally works for McDonald’s.
Non-exhaustive list.
