McDonald's menu should be the same no matter where the location: everyone loves a Big Mac! Is that a reasonable approach in a global market place? Why or why not? For this one you might look at both the advantages of a consistent menu, you might state your assumptions on what this means. Does it mean exactly the same products? Or exactly the same categories? If the brand adopts too much locally is it McDonalds anymore? What are some successful adoptions to local/ethnic/national markets? Unsuccessful? As usual, the answer is not binary, it depends on assumptions. But don't forget the power of McDonalds is not really based on the high quality of their food, it also based on the assurance that you know what you will be getting when you go there. I doubt anyone will suggest the menu be exactly the same everywhere (beef in Hindu India wouldn't even be allowed in many parts)