Culture Is the Market: Lessons from McDonald’s in the MENA Region

Expanding into the Middle East and North Africa (MENA) is not merely a matter of translating advertising copy or setting up distribution channels. In this diverse and deeply rooted region, culture is not a backdrop — it is the market itself. And few global brands understand this better than McDonald’s. The American fast-food giant has become a case study in how cultural adaptation drives commercial success. In the Middle East, where chicken is often preferred over beef for dietary and cultural reasons, McDonald’s menus feature an expanded selection of chicken-based products — including various nugget sizes, chicken wraps, and burgers tailored with tahini or sesame sauce, flavors long embedded in regional palates. This is not localization as lip service, but strategy driven by cultural fluency.

Packaging, too, reflects regional insight. In Saudi Arabia, vinegar is typically sold in glass bottles rather than plastic. Consumers there believe plastic may leach into the vinegar, potentially posing a risk to children’s health. It is a small detail — but one with large implications. A similar product in Egypt, by contrast, may be sold in plastic without concern. Such nuance is critical.

Religion, of course, plays a central role. In Muslim-majority countries, adherence to halal standards is expected — but cultural expectations go beyond certifications. Businesses must understand not only what is permitted but also what is perceived as respectful and trustworthy. This includes transparent sourcing, clear labeling, and often, consultation with religious authorities.

Still, the region is not defined only by its constraints. One of its great strengths, noted by Bafarat, is its people. Consumers and partners in MENA countries are described as warm, generous, and deeply relationship-oriented. “They are very kind — whatever you need, they’ll help you,” he notes. “That makes working in the market very special.”

The takeaway for businesses looking to enter or expand in MENA is simple yet powerful: culture and religion are not checkboxes — they are the foundation. Success comes to those who listen, learn, and adapt with respect.

In an era when globalization is being replaced by regionalization, the MENA region offers a compelling lesson: localization is not a compromise — it is a competitive edge.