Whether you’re lovin’ it or hatin’ it, it’s undeniable, McDonald’s has achieved signal at scale. But it's not just about burgers and fries.

It's about understanding the local palate.

From the Spicy Paneer Wrap in India to Chicken McDo with Spaghetti in the Philippines, they've mastered the art of localization.

It's about more than just translation. It's about crafting a message and product that sounds and tastes like home. It's being true to your brand and true to the consumer.

‍It's how you craft signal.

McDonald's provides a blueprint for achieving resonance at scale through research, tuning in and adapting to local contexts.

Your marketing should sound like a local, not like a stranger shouting in an unfamiliar language.

Take a look at your messaging.

Is it tailored to your audience's dialect? If not, season to local taste.