03.03.2011 27.Adar l, 5771
The rise of 'glocalization' means both fast-food chains and local eateries are tapping into the taste buds of their Israeli customers.
An Israeli enters a local branch of the American fast-food chain McDonald's and orders not a hamburger, but rather kebab, chopped salad, tehina and even falafel. This is a perfect example of the phenomenon known as "glocalization." The same Israeli could also walk into a Pizza Hut outlet and ask for a malawach pizza.
These examples demonstrate how foreign franchises are opting to integrate items prepared with local raw materials or using local methods into their glocal menu, in order to make the customer feel at home. The McDonald's McFalafel may be an extreme case, but to hone in on Israeli tastes the chain has also increased the size of its burger patty by one-third and has shifted to broiling over coals (ie, McRoyal ) because of the local audience's fondness for charcoal-broiled foods….