The Art of Global Brand Localization: Ain't No McJob*

The McDonalds McMór (mór means big or great in Gaeilge [Irish]) burger’s introduction in Ireland has fallen foul of the local Food Safety Authority. It just wasn’t artisan enough for us Irish.

It’s a good example of how global branding decisions need to “go local” but also include all of the stakeholders concerned. Notwithstanding, other elements of the introduction featured a local, eh, flavor.

I spotted some localized examples on ads for the local burger when out on a run in Dublin. Whether these “So Irish,…” tag lines do it for you or not is another question.

McDonalds McMór: So Irish, it claps when the plane landsane lands

McDonalds McMór: So Irish, it claps when the plane lands

McDonalds McMór: So Irish, it's even got freckles

McDonalds McMór: So Irish, it’s even got freckles

McDonalds McMór: So Irish, it knows it's pronounced Siobhán and not Cyo-ban

McDonalds McMór: So Irish, it knows it’s pronounced Siobhán and not Cyo-ban

Siobhán explained.

Damned if you localize. Damned if you don’t. It ain’t easy.

* McJob. No offense intended.

 

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Ultan Ó Broin (@localization), is an independent UX consultant. With three decades of UX and L10n experience and outreach, he specializes in helping people ensure their global digital transformation makes sense culturally and also reflects how users behave locally.

Any views expressed are his own. Especially the ones you agree with.

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