Marketing Locally Grown Food Products in Globally Branded Restaurants

Abstract This research study measures the perception patrons of a McDonald's restaurant for locally grown food products used in standard menu items. A survey questionnaire attempts to determine differences in consumer knowledge regarding the use of local Swiss food products and whether an increase in frequency of patronizing the restaurant will occur as a result of this program. The issue of perception differences between different demographic groups of local food products has not been addressed by McDonald's Switzerland. An implied benefit of local product use should be an improvement of brand image and extension of brand value. Do local customers and travelers perceive this brand value extension?