Standardization, Customization, Global Expansion, McDonald's, Chaining, Food & Beverage


This paper proposes a global expansion model in Food & Beverage retail based on the concept of ‘Custom Standardization’. The concept explores how processed and prepared Food and Beverage can be retailed from an outlet and further how this outlet can be duplicated through chaining or franchising mode. The fundamental imperative that can dictate the pace of chaining is an operational design that is built on an element of standardization combined and integrated with an element of customization. This paper restricts this basis-for-expansion model to the Food and beverage business as the data used has been derived from a best-practice in that domain. An extension of the model to other domains can be pursued through further research. Also the case research for this paper is entirely based on the most successful global Food chain, McDonald’s.

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