I often find it interesting to check out how local influences impact global brands (does McDonald's in Glasgow have deep fried mars bars and a McHaggis burger for example). The main things I'm looking for are a) Is this idea authentic to the local culture?  and b) Is it a natural fit with the brand?

Starbucks in the UK sells these great crisps called Real, which are gourmet style potato chips with interesting flavors like Mature Cheddar and Spring Onion or Sour Cream & Cotswold Wild Garlic. With their handcrafted look, sophisticated packaging and premium ingredients, they're a definite fit with the Starbucks brand, and while they're not quite the flavors American coffee drinkers would imagine tucking into with their caramel macchiatos, the English love any excuse to eat crisps so definitely authentic to the local culture.   Nice. 

I'd like to open things up to the best examples of global brands thinking local.  Send your best observations from your international travels and we'll collect them all up and do a top 10.

Leave a Reply