What do England, Belarus, China, Kenya and Chile have in common? They all have McDonald’s of course. As do over one hundred other countries across the planet. A quick walk around almost any major city and you’re sure to come across the famous golden arches. They’ve come to symbolize the relentless march of global brands. In fact, if the collective global brands had a brand, it might well be symbolized by the McDonald’s clown.
There are now countless others, names that have spread the globe and are as familiar to our everyday lives as those of our family and friends. Apple, Coca-Cola, Microsoft and Nike, relative newcomers like Amazon and Google. It wasn’t always that way. When we left England for a new home in Canada back in 1982, international franchises and fast-food chains were still something of a rarity in the UK. While McDonald’s was leading the way, Pizza Hut had only just begun introducing the English to pizzas at its new restaurants and almost nobody had heard of Burger King beyond the capital of London. When we arrived in Canada it was like we’d arrived on a different planet. Even in our small town of Owen Sound, there were fast-food chains strung out along avenues as far as the eye could see. Burger King, Harvey’s, Dominoes, Kentucky Fried Chicken, Dairy Queen and Taco Bell to name just a few. Overwhelmed by the array of famous brands, it was something to write home about.
It was something to write home about
There was no slowing the progress of franchised food brands across the world. In just a few short years, the folks back home would be yawning at our tales of such choice. By the end of the eighties, Pizza Hut had a hundred stores in the UK, McDonald’s almost four hundred. It wasn’t just food outlets that jumped on the franchise bandwagon. Clothing, cosmetics, entertainment, all found a place at the table. The spread of brand names across the globe has been unstoppable ever since. Whether you live in Tokyo or Dublin, Buenos Aires or Cape Town, chances are you can walk into the same Burberry or Foot Locker, Mecca or Body Shop, and find the same products. Sadly, there’s a price to pay for ready availability of all these brands and it’s not necessarily at the checkout.
It used to be that travel was an adventure and a visit to a foreign city, a quest to discover its hidden delights, its unique charms. Even between the towns and cities within our own country borders, one could find diverse identities, evident in the local offerings of stores, products and restaurants. Admittedly, our destinations still have their history, their unique architecture and places of beauty. But, little by little, the diverse ways of life that so enthralled the traveller are disappearing. Towns and cities, even in remote communities, follow the same patterns of global conformity so that everywhere we go we find the same names, the same branding, same products, same, same.
There will be many who’ll applaud the spread, people who like the predictability of brands. Faced with a choice of the unknown or the familiar, they’ll opt for the names they know. Everyone knows what to expect from a McDonald’s no matter what they think of the quality. You know what you’ll get whether you’re in Moscow or Manchester.
Local food from an unknown outlet might prove to be a disappointment, so choosing a Big Mac avoids the risk. It’s a pretty poor solution but it’s the rationale at the heart of the franchise success.
In the process, we’ve lost the joy of discovery, the excitement of finding that special place to eat or shop, that delightful plate of food that portrays the region’s cuisine. For every huge brand that opens its doors, there are a dozen locals that close theirs. It’s a huge loss to local culture. We opt for large shopping malls and mega-retail precincts – each identical with their big-name brands – over the unique diversity of the local high-street, local shops and eateries. Am I alone in thinking this is not progress, that we are all the poorer because of it?