Discussion

Read the text. Do you agree with the facts presented in it? Can you add anything?.

Living in Ukraine for over one year has provided me with a rich opportunity to observe differences in both culture and marketing practices between the United States and Ukraine. I am sure that a tourist to Ukraine, travelling primarily to Kyiv, would be more likely to observe similarities between two cultures. However, the differences emerge. Take McDonald’s as an example, the same or different? Yes, the McDonald’s restaurants in Ukraine look just like those found all around the world and they serve the U.S. hamburgers, cheeseburgers, fries and the basic “McMenu” and the food tastes exactly the same here as everywhere else. Although, one has to pay for extra ketchup or mayonnaise (free in many other parts in the world). Customer service levels are on a par with McDonald’s everywhere.

Though, the difference exists. The biggest one is that people working in McDonald’s in Ukraine are extremely happy. Not only happy, they actually bounce as they perform their work. I won’t say that the employees in fast food restaurants in the U.S. are necessarily grumpy, but they certainly do not ‘bounce’. Here in Ukraine the employees practically fly, and come close to singing as they mop the floors.

For the next difference, look at the patrons. In the U.S. virtually anyone can afford to go to a fast food restaurant. Perhaps they can’t afford it every day, but once or twice a month it is possible. The American drive-through is populated with cars of all price levels, and the people in the cars and restaurants come from all economic backgrounds. Now, check out people in Ukraine. McDonald’s is a special occasion restaurant, and an expensive place to go in Ukraine. The cars in the Ukrainian drive-through are Mercedes and BMWs. The patrons are there to celebrate birthdays and special dates. Only wealthy Ukrainians (or foreigners) can afford to go there for an everyday meal.

McDonald’s is the place to find the cell phones and fur coats alongside people who scrimp to buy one meal there. I have seen mothers come in and buy a child a Happy Meal, and then pull food out of a purse to eat with the child. I have also seen a Big Mac Meal split two, three or four ways. I have seen people come into the restaurant just to look. They can’t afford to eat there, but they want to see it.

The major similarity between the restaurant in the U.S. and in Ukraine is its appeal to children. Children here know McDonald’s, they know it’s a place where they can get a toy, and they know they will have fun there. They demand that their parents take them there. There is no difference in that regard. The difference lies in the likelihood of the demand being fulfilled.

Notes: patron - амер. a person who regularly uses a particular shop,

supermarket, hotel etc

bounce - підстрибувати, пританцьовувати

scrimp – заощаджувати

Unit 13 = p 16 work book mark leader