McAtlas by Gary He

McAtlas takes readers on a captivating journey around the world, offering a unique glimpse into the iconic McDonald's restaurant chain's adaptations to regional tastes and customs. This visually stunning book, featuring photographs and research from over 50 countries, serves as the first-ever independent cataloging of the brand's localization efforts. Discover how McDonald's tailored its menu items, restaurant designs, and overall experience to thrive in diverse cultural landscapes. With a keen eye for detail, the author unveils the fascinating stories behind the Golden Arches' global success. Immerse yourself in this comprehensive exploration of one of the world's most recognizable brands.

I remember taking our two young daughters to McDonald's on the Champs Elysee because our oldest really needed a dose of "normality" after being in Europe for a week. It turns out that it was American enough but we were bemused by the French culture that infused it - from the red wine to the beggars going table to table. It was an unexpectedly memorable experience.

So how could I not spend my Christmas money on this book?

This wound up being about more than McDonald's just by the virtue of seeing all the local variations. It was forced to please the natives to get sales and thereby became something more than a one-note global giant. I loved discovering all the attachments to each country's favorite cuisines, ways of eating, customs, and cultures. I learned a lot about how flexible McDonald's can be while still adhering to their basic menu structure. I've never wanted to go around the world before. Now I would just so I could visit all the McDonald's for the local food.

It is worth mentioning just how visually stunning these images are, especially the location shots. Equal care was taken with the book itself. You may not be able to tell it from the image, but the little white spots on the cover are embossed, rising above the surface to be the sesame seeds on the bun. The page edges are colored to mimic the structure of a burger — brown for beef, yellow for cheese, etc.