ABSTRACT
In 2011 the chief marketing officer (CMO) of McDonald’s USA announced the appointment of a vice-president for multicultural marketing, stating that:
‘Multicultural marketing at McDonald’s is more than segmented ethnic advertising campaigns; it’s a business imperative and an integral element in our business strategy and marketing plans,’ and that with this appointment ‘we will continue to align and allocate resources in support of the most significant growth areas of our business and ensure that an ethnic consumer perspective is understood and applied at all points throughout the marketing process.’
( BEEF, 2011)