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<ul><li><strong><keyword id="9025059" type="UNKNOWN" weightage="20" keywordseo="abhik-choudhury">Abhik Choudhury</keyword>, Chief strategist &amp; founder, Salt and Paper Consulting writes how brands colors are now both category and audience agnostic. </strong></li><li><strong>He further shares a few reasons behind this paradigm shift. </strong></li></ul><br />What do Volkswagen, Volvo, Tata, Ford and GM have in common? They all are reliable family cars with blue logos. How about KFC, McDonalds, Wendy’s, Pizza Hut and Burger King? They all are global fast food chains with either or both, red and yellow in their identities. And till about a decade ago, it was all fine and dandy till digital content clutter multiplied our brand exposure to a whopping 5000+ on an average day. And that meant the compelling need for acute differentiation over everything else. <br /><br />Let’s look at the topical industry of the year - EdTech. The whole industry came into being post digital burst. And in their identities, whilst catering to the same audiences their approach to <keyword id="9709248" type="UNKNOWN" weightage="20" keywordseo="brand-colors">brand colors</keyword> couldn’t have been more drastically contrasting. Byju, India’s second most valuable startup at $10Bn adorns a bright purple, something which experts used to put in the segment of richness and royalty. Udemy with its coral shade usually seen in lifestyle brands has intentionally moved away from its launch color of grass green. Coursera on the other end of the spectrum is safely engulfed in the reliable blue <em>(think sweet spot between the old and new Facebook color)</em>. And finally look at Khan Academy, a blend of sea green and ocean blue. <br /><br /><em>I would argue brands colors are now both category and audience agnostic. And there are four reasons for this major paradigm shift. </em><br /><br /><strong>The Differentiation Paradox: </strong>Of course the trained mind might argue the above example is just an anomaly so let’s go back to the automobile category we opened our discussion with to see this point through. In the last decade, the new electric car segment is slowly overpowering old heavyweights. What’s interesting though is as much as these shiny, new kids stand for the same brand promise of blending sleek style, sustainability and automation, their colors try to intentionally stay as apart as possible. Leading the pack Tesla shines in its signature passion red, Faraday Future graces the color of powerplay jet black, Fisker has famously named its brand colors California sunset <em>(orange) </em>and Pacific ocean <em>(blue)</em>, the Chinese born Byton decks a more luxurious grey and the adventure friendly Rivian chose orangish yellow. <br /><br />Superdry’s orange boasts of its fun and bold collection, Zara’s black promotes the high street range inspired by luxury fashion weeks. And why not, as the concept of brand colors needed to be synonymous with the “brand experience”. Now though, the audience is aware enough to know that just because Grab taxis are green, they don’t only move with an oil free, electric fleet. <br /><br />Honestly, as long as the story behind your choice of brand color is believable you can paint the canvas with whatever you wish for. Breaking the traditional need for popping colors, Unilever’s new age Talenti Gelato comes in a pure transparent identity to just focus on the product and cut the clutter in the ice cream shelf simultaneously. Ola, India’s answer to Uber uses an exclusive pear color something eponymous with sporty, not exactly a massy cab service using Wagon R &amp; Swift Dzire cars. But does it work? Quite brilliantly actually, the point of differentiation is well made and well reaped. <br /><br /><strong>The Niche Maze </strong><br /><br />Before the digital era, market penetration used to be mostly about what the masses demanded. And honestly rightfully so, for neither there was internet to measure the size of niche interests nor a way to get them delivered online to spurt segments scattered all over. And what it has resulted in is making colors more unisex, boldly unique and universally acceptable. Lyft’s Magenta and Dunzo’s Mint Green paves way for many more to come in the coming decade. <br /><br />Let’s try to understand the repercussions of not having niche colors. In the Indian media ecosystem look at the known brands Zee News, NDTV, ABP News, Republic, Aaj Tak, BBC Hindi, The Wire and Firspost ALL have red in their logos. Let’s forget for a second if all these brands have similar personalities, experience or values of the color red. Let’s rather say in 2021 you want to start a media corporation catering to millennials. Don’t you think a berry blue or sunshine yellow will give you a niche identity distinctively apart from all your industry peers and make the consumer immediately associate you with the color no matter on which medium it is used? <br /><br />Reliance Jio certainly would have considered it while starting to slowly move towards Persian blue from its bright red similar to core competitors Airtel and Vodafone. So would have AirBnB while choosing a coral shade over their old blue similar to Booking’s identity. <br /><br />    <div type="image" title="Color Logos Case" msid="77389917" hostid="261"></div><br /><strong>Content Overload:</strong> One of the most profitable industries inarguably today is the smartphone hub with over 1.5Bn average annual unit sales and still a long way in penetrating the global population. No matter where you are from, you can’t deflect from its plethora of content across platforms. Oppo and Vivo with their selfie camera positioning had planned a budget of INR 2200 crores for the Indian market to dwarf Samsung at its own game. Xiaomi, who finally did overthrow Samsung poured INR 3500 crores last year aiming at an even more aggressive advertising strategy. All pointing towards an inevitable content war subtly numbing the audiences to all headlines and creatives. And hence you see Xiaomi goes with a blazing orange, Oppo graces forest green, One Plus Christmas red, Google Pixel a more humbling grey to Apple’s black while Vivo goes for sailor blue. We aren’t talking about one off anomalies that used to happen in every category like Ferrari’s legendary lemon yellow backdrop whilst Audi, Mercedes, Toyota, Honda, Hyundai, Nissan, Jaguar &amp; Lexus all go with the same kind of logo in metallic elements on their cars. These smartphone examples are of all category leaders and none come close to the other’s color no matter how close their audience, personality and brand experience might be. <br /><br />Now one of the major brand identity tests is to create a fictional character with a rich personality to match with your corporation’s values, vision and heart. The catch is, it only works if your audience feels that metaphor coming alive too. Otherwise as you will agree, every horse breeder can sell a Unicorn. And with all due respect the 2020s audiences have evolved from all color tones <em>(and it’s kind of fair if not lovely)</em>. Now they are more interested and invested in what you actually do both with your offering and beyond it for the overall society. They know how to filter the frills from the flowers. <br /><br /><strong>Typography before color:</strong> The formula is minimal typography for maximum impact. Uber tweaked its logo element to a bolder no nonsense font of its name. Indian food delivery pioneers have removed their famous spoon and now just have Zomato written in a thicker and slightly curved style. The legendary Absolut Vodka which had a designer cursive line - ‘Country of Sweden’ in the logo itself has switched to just a navy blue Absolut enjoying the solitude. Visa has removed the card element last decade and even fired the fiery yellow edge to allow blue to engulf all of its typography on this one. Dominos have hit puberty late but by making the name come out of the inclined box they now demand complete attention. IHop, Dunkin... the list honestly keeps going on but the verdict is clear. Clarity of your name in the logo, something that can be read in a nanosecond during a digital post or banner is what works today. And when pure simplicity takes absolute precedent, intricate elements, three tone color schemes and parallel mascots take a backseat. <em>Bold is the new black and clarity is the new color. </em><br /><br />Millennials demand this world to stop seeing colors, at least without any preconceived prejudices. And if anything the creative industry should be elated with this transformation, one less box to fit into. Let the old labels make way for legacy. If only the world would start having bold brands who can make shirts for men and call it pink. Oh wait, we already do - Pink Shirtmaker, London owned by the Louis Vuitton group. <br /><br /><strong>By Abhik Choudhury, Chief strategist &amp; founder, Salt and Paper Consulting.</strong> He is also a visiting faculty of Market Research and Campaign Planning at <keyword id="9497386" type="COMPANY" weightage="20" keywordseo="the-indian-institute-of-mass-communication">the Indian Institute of Mass Communication</keyword>, New Delhi. You can reach him at abhik@saltandpaper.co. <br />

The relevance of brand colors are redundant, it’s all about differentiation

<p class="source"><span><a href="https://www.facebook.com/pg/McDonaldsUS/photos/?ref=page_internal">McDonald's Australia</a></span></p><a href="http://markets.businessinsider.com/stock/MCD-Quote">McDonald's</a> is poised to be the first major fast-food chain in America to allow customers to place orders via smartphone at all locations. <p>The fast-food giant plans to roll out mobile ordering and payment at<a href="http://www.businessinsider.com/mcdonalds-drive-thru-service-could-get-faster-2017-3"> all 14,000 US locations in the fourth quarter of 2017. </a>According to analysts, beating out the competition and becoming the first to debut mobile ordering nationally would be a major win for McDonald's. </p><p>"Among the hamburger players, we believe that MCD is establishing a first-mover advantage with digital that can drive sustainable share gains in late 2017 and beyond," analyst Jeff Farmer wrote in a note to clients Monday, <a href="http://www.cnbc.com/2017/04/17/buy-mcdonalds-because-mobile-ordering-will-drive-sales-analyst-says.html">CNBC reported. </a></p><p>Wendy's seems likely to follow McDonald's in achieving national mobile ordering, with plans to roll out mobile order and pay across half of its locations by the end of 2017, according to Farmer. Burger King and Jack in the Box are lagging behind, as their programs are still being tested. </p><p>Farmer raised McDonald's valuation range to $145 to $150, from $125 to $130, due to the chain's ability to offer the greater convenience allowed by mobile order and pay before fast-food rivals roll out their own programs. </p><p>By 2020, mobile ordering is expected to be a $38 billion industry, accounting for 10% of total fast-food sales, according to a BI Intelligence report.</p><p>However, as seen by recent mobile struggles <a href="http://www.businessinsider.com/mobile-order-struggles-at-starbucks-shake-shack-2017-3">at mobile-savvy chains like Starbucks and Sweetgreen, </a>adding mobile ordering isn't an automatic win. As more customers use mobile ordering, chains have found themselves forced to find new solutions to bottlenecks and crowds of customers at the busiest hours of business. </p>            <h3>NOW WATCH: <a href="http://www.businessinsider.com/pepsi-ad-starring-kendall-jenner-response-outrage-twitter-2017-4">People are outraged by a Pepsi ad starring Kendall Jenner - here's how the company responded</a></h3>                                    Please enable Javascript to watch this video

McDonald's is about to beat Burger King and Wendy's in one crucial way

<br /> India’s Quick Service Restaurant war seems to be never ending. At a point when saturation point in burger has been reached, thanks to <keyword id="33542" type="COMPANY" weightage="20" keywordseo="Burger-King">Burger King</keyword>, McDonalds and <keyword id="6376241" type="CITY" weightage="20" keywordseo="KFC">KFC</keyword>, a new <keyword id="491" type="POSITION" weightage="20" keywordseo="player">player</keyword>, <keyword id="349155" type="COMPANY" weightage="20" keywordseo="Wendy">Wendy</keyword>’s has joined the race. World’s third largest burger chain boasts in the fact that they won’t reduce the price compromising with the quality. A time when the price war has triggered a tough competition making McD and KFC to sell burgers at Rs 25-35 onwards, Wendy has earmarked the burgers above Rs 59.<br />
 <br /> As per a news report by The Economic Times, its starting menu has 11 vegetarian and 10 non-vegetarian products with burger prices going up to about Rs 200 apiece. <keyword id="1646510" type="PERSON" weightage="20" keywordseo="Jaspal-Singh-Sabharwal">Jaspal Singh Sabharwal</keyword>, MD at <keyword id="34499" type="POSITION" weightage="20" keywordseo="private-equity">private equity</keyword> firm <keyword id="260134" type="COMPANY" weightage="20" keywordseo="Everstone-Capital">Everstone Capital</keyword> that partners Burger King in India, agreed it is not easy to do a quality product at less than Rs 30.<br /> Talking to the ET, Wendy's <keyword id="194612" type="POSITION" weightage="20" keywordseo="global-president">global president</keyword> <keyword id="2838732" type="UNKNOWN" weightage="20" keywordseo="Darrell-van-Ligten">Darrell van Ligten</keyword> said, “"We are starting at Rs 59 because we believe that's where quality comes in.”<br />
 <br />
"It is a strategic call that the brands take. You can play the sub-Rs 30 game by re-engineering the product build and certain consumers don't mind it because they understand the price-value equation very well. For brands, this means lower per unit profits but much higher penny profits driven by huge traffic and an added opportunity to up-sell other items like fries and beverages," Sabharwal told the ET.<br />
 <br />
 <br /> According to Sabharwal, the price elasticity at lower price points is huge in India. "You can sell more than 700 burgers a day at Rs 27 per unit but this drops to 250 if you increase price to Rs 35 per unit," he says. Prices at Burger King start atRs 35, McDonald's sells burgers upwards of Rs 27, and KFC sells burgers starting at Rs 29. Wendy's Ligten admitted that the firm had lost the first mover advantage in India, but hinted that coming in late has its advantage. "Thanks to them (McDonald's and KFC), we don't have to educate Indian consumers about western QSRs (quick service restaurants)," said Ligten, a former employee at Yum! that owns KFC and <keyword id="58553" type="COMPANY" weightage="20" keywordseo="Pizza-Hut">Pizza Hut</keyword> chains.<br />
 <br /> The Et report reads, officials at Wendy's, however, feel there are enough consumers for 'quality' products. "People are eating less pizzas and burgers here despite low prices because of the quality of the food," said Jasper Reid, head of <keyword id="748111" type="COMPANY" weightage="20" keywordseo="Sierra-Nevada">Sierra Nevada</keyword> Restaurants, exclusive franchise partner to Wendy's in India. "New Delhi is no different from <keyword id="6355838" type="COMPANY" weightage="20" keywordseo="New-York">New York</keyword>. Consumers are the same everywhere. There's a flight towards quality," he added. Sierra Nevada is a joint JV between UK firm <keyword id="2838478" type="UNKNOWN" weightage="20" keywordseo="International-Market-Management">International Market Management</keyword> and domestic firm <keyword id="2493023" type="UNKNOWN" weightage="20" keywordseo="Rolltainers">Rolltainers</keyword>. <keyword id="1694775" type="UNKNOWN" weightage="20" keywordseo="Sanjay-Chhabra">Sanjay Chhabra</keyword>, <keyword id="2839097" type="UNKNOWN" weightage="20" keywordseo="director-at-Sierra">director at Sierra</keyword> Nevada, said it plans to set up 8-10 Wendy's restaurants every year over the next five years or so.<br />
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(Image: Hufffington POst)<br />
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Wendy’s is taking McDonalds
head-on in the Indian market

<p></p><div class="KonaFilter image-container display-table"><div><div class="image on-image"></div><p></p></div></div><ul class="summary-list"><li><a href="https://www.businessinsider.com/category/mcdonalds">McDonald's</a> is teaming up with <a href="https://www.businessinsider.com/category/beyond-meat">Beyond Meat</a> to test a <a href="https://www.businessinsider.com/mcdonalds-beyond-meat-p-l-t-plant-based-burger-canada-2019-9">plant-based burger</a> after massive pressure from vegetarians and vegans.&#xa0;</li><li>McDonald's is careful to note that the burger - which is topped with a slice of cheddar cheese - will not be 100% vegan, as the burger is cooked on the same grill as menu items.&#xa0;</li><li>While some vegans avoid consuming any food that touches meat, many see McDonald's P.L.T. burger as a step in the right direction.&#xa0;</li><li><a href="https://www.businessinsider.com/">Visit Business Insider's homepage for more stories.</a></li></ul><p>McDonald's is testing a plant-based burger after massive pressure from vegetarians and vegans.&#xa0;</p><p>On Thursday, McDonald's announced it was teaming up with Beyond Meat to serve a new plant-based burger at 28 locations in Canada. The burger, called the P.L.T. or "Plant. Lettuce. Tomato.," will appear on menus in Southern Ontario for 12 weeks starting on September 30.&#xa0;</p><p><em><strong>Read more:</strong> <a href="https://www.businessinsider.com/mcdonalds-beyond-meat-p-l-t-plant-based-burger-canada-2019-9">McDonald's tests meat-free Beyond Meat burger in Canada</a></em></p><p>McDonald's is careful to note that the burger - which is topped with a slice of cheddar cheese - will not be 100% vegan. The P.L.T.'s description reads: "Cooked on the same grill as other burgers, meat-based products and eggs."&#xa0;</p><p>As more chains add plant-based burgers to the menu, few have the kitchen space or equipment to prepare the new menu items in separate, meat-free environments. For example, many Burger King locations prepare <a href="https://www.bloomberg.com/news/articles/2019-08-01/impossible-burgers-touching-beef-whoppers-have-vegans-on-alert">the Impossible Whopper alongside the traditional Whopper.</a></p><p>Many people, including those who avoid eating meat, saw the P.L.T. and other plant-based burgers as a step in the right direction. Companies like Impossible Foods and Beyond Meat additionally aim to address climate change by reducing global beef consumption, as cows contribute more to global greenhouse-gas emissions than cars.&#xa0;</p><p>&#xa0;</p><p>However, for some vegans, even touching a meat is a dealbreaker.&#xa0;</p><p>Beyond Meat's shares shot up 13% in opening trading after news that McDonald's was <a href="https://markets.businessinsider.com/news/stocks/beyond-meat-stock-soars-on-mcdonalds-partnership-for-plant-blt-burger-2019-9-1028555583">collaborating with the plant-based "meat" maker on the P.L.T.&#xa0;</a></p><div></div><div></div><div></div><div></div><div></div><div></div>    <div class="margin-top">        <h3>NOW WATCH: <a href="https://www.businessinsider.com/americas-only-legal-beluga-caviar-farm-florida-2019-9">A Russian immigrant founded America's only beluga caviar farm by importing the fish right before the US banned it. Now he has a lucrative monopoly.</a></h3>        <div>                    </div>    </div>

McDonald's is testing a veggie burger made with Beyond Meat, but it isn't 100% vegan

<p><div class="KonaFilter image-container display-table"><div><div class="image"><p class="source"><span>Business Insider/Matthew Boesler (data from Bloomberg)</span></p></div><p></p></div></div></p>
<p>Shares of Burger King Worldwide have been significantly outperforming those of their number-one competitor, McDonald's, in recent months.</p>
<p>Jonathan Krinsky, chief market technician at MKM Partners, says now is time to "flip the burger trade" - i.e., sell Burger King and buy Mickey D's.</p>
<p>Krinsky believes shares of the former are looking extended after a great run, such that "risk-reward no longer looks favorable on the long side."</p>
<p>Shares of McDonald's, on the other hand, may be breaking out of a downtrend.</p>
<p><span style="line-height: 1.5em;">"For holders of BKW, we recommend rotating out of BKW and into MCD," says Krinsky.</span></p>
<p><span style="line-height: 1.5em;">"For those that can put on pair trades, we would short BKW while going long MCD, looking for the ratio to head back down towards the initial breakout level of 0.21. That offers an approximate 20-25% reward, while risking ~4% on a move to new highs."</span><span style="line-height: 1.5em;"><br /></span></p>

It Might Be Time To Flip The 'Burger Trade'

<ul class="summary-list"><li><a href="https://www.businessinsider.com/category/yum-brands">Yum Brands</a> - the parent company of KFC, Taco Bell, and Pizza Hut - has "relaxed" its criteria for acquisitions and is more willing to consider adding new brands to the portfolio, according to Wells Fargo analyst Jon Tower. </li><li>Tower said in a note on Thursday, following a meeting with Yum executives, that the company's tone on mergers and acquisitions "appears to have shifted."</li><li>The fast-food industry is seeing massive consolidation, with Yum Brands' David Gibbs telling Business Insider last December that the "restaurant industry is becoming all about scale." </li><li><a href="http://newsletter.businessinsider.com/join/4np/drivethru">Sign up for Business Insider's retail newsletter, The Drive-Thru, to get more stories like this in your inbox</a>.</li><li><a href="https://www.businessinsider.com/?hprecirc-bullet">Visit Business Insider's homepage for more stories</a>.</li></ul><p>Yum Brands - the parent company of KFC, Taco Bell, and Pizza Hut - appears to be increasingly open to buying more fast-food chains. </p><p>Wells Fargo analyst Jon Tower said in a note on Thursday, following a meeting with Yum's new CFO Chris Turner and other leadership, that Yum's tone on mergers and acquisitions "appears to have shifted, in our view." </p><p>"While the company is still looking for enablers for the system (i.e., QuikOrder, Collider) and business conversions (i.e., Telepizza and Rostiks ), YUM sounds more willing to consider adding to the portfolio over time," Tower writes. "Throughout our conversations over the years, management often dismissed portfolio additions for any business that competed head-to-head with the global quick-service leader (MCD) or did not have an international presence." </p><p>Now, Tower states, Yum Brands' criteria has "relaxed," assuming four things: </p><ul><li>The potential acquisition fits within Yum Brand's network.</li><li>It is "economically attractive." </li><li>It would benefit from Yum's "competitive advantages." </li><li>It has the ability to "grow globally in a relatively asset-light manner" </li></ul><p>Last December, Yum Brands' David Gibbs <a href="https://www.businessinsider.com/yum-brands-president-acquisition-strategy-2018-12">told Business Insider that the</a> "restaurant industry is becoming all about scale." Gibbs, who was the company's president and CFO at the time of the interview, has been tapped to be promoted to CEO in January 2020. </p><p>At the time, Gibbs told Business Insider that while brands were "constantly" presenting themselves to Yum in hopes of being acquired, often the "distraction" of a new brand was not worth Yum's investment. </p><p>"It would have to be a brand … that fits in with our growth drivers, that could be a big developer, that has a distinctive, relevant brand, that could grow same-store sales growth in the long term," Gibbs said in the December 2018 interview. </p><p>"If a brand fits all of our criteria - a lot of which I can't share for strategic reasons - then yes, we would go do an acquisition and be excited about it," Gibbs continued. "And we're always looking at them."</p><p>Yum Brands isn't the only company looking to consolidate. In recent years, expenses such as the rising cost of labor and volatile food prices have cut into chains' margins. </p><p>Operating a profitable restaurant is getting "tougher and tougher," <a href="https://www.businessinsider.com/deals-consolidation-dominate-restaurant-industry-2019-1">Mizuho analyst Jeremy Scott told Business Insider in January</a>. </p><p>Consolidation is "kind of the natural instinct when you're going to have such rising prime cost pressure," Scott said.</p><ul class="read-more-links"><li>Read more:</li><li><a href="https://www.businessinsider.com/deals-consolidation-dominate-restaurant-industry-2019-1">There were more than 700 food and beverage deals in 2018. Here's why executives behind Taco Bell, KFC, and Macaroni Grill say the acquisition spree is far from over.</a></li><li><a href="https://www.businessinsider.com/companies-that-control-the-restaurant-industry-2019-1">These 13 companies you've never heard of control dozens of the most popular chains in the world, from Burger King to Taco Bell</a></li><li><a href="https://www.businessinsider.com/jab-holding-owns-panera-bread-krispy-kreme-pret-a-manger-2019-4">The massive company that owns Panera Bread, Krispy Kreme, and Pret a Manger is buying another sandwich chain</a></li><li><a href="https://www.businessinsider.com/mcdonalds-to-debut-mcchicken-biscuit-and-chicken-mcgriddle-in-2020-2019-12">Leaked documents reveal McDonald's is rolling out the McChicken Biscuit and Chicken McGriddle nationally in January, as fast-food's breakfast wars heat up</a></li></ul>

The parent company of Taco Bell, KFC, and Pizza Hut is increasingly likely to acquire more chains, and it reveals a massive shift in the fast-food industry

<p></p><div class="KonaFilter image-container display-table float_left float_right"><div><div class="image on-image"></div><p></p></div></div>James McGowan has visited McDonald's restaurants in 53 countries and has written more than 340 reviews about the food he's tried on each trip.<p>Among the items he's tried are <a href="http://www.travellingmcds.com/2013/08/corn-pineapple-tuna-pies-phuket.html">tuna pies</a> in Thailand, <a href="http://www.travellingmcds.com/2015/04/sir-sombrero-belgrade-serbia-april-2015.html">"sir sombreros"</a> - or fried cheese shaped like sombreros - in Serbia, <a href="http://www.travellingmcds.com/2014/05/mccountry-johor-malaysia-may-2014.html#more">chicken sausage burgers</a> in Malaysia, a <a href="http://www.travellingmcds.com/2014/12/crab-croquette-burger-okinawa-japan.html">crab croquette burger</a> in Okinawa, Japan, and <a href="http://www.travellingmcds.com/2015/10/sweet-potato-fries-singapore-october.html">sweet potato fries</a> in Singapore.</p><p>McGowan, a software developer, writes reviews of the food on his blog, <a href="http://www.travellingmcds.com/search?updated-min=2016-01-01T00:00:00%2B08:00&amp;updated-max=2017-01-01T00:00:00%2B08:00&amp;max-results=9">McDonald's Around the World</a>.</p><p>Here's a map of all the McDonald's restaurants he has visited:</p><p></p><div class="KonaFilter image-container display-table"><div><div class="image on-image"></div><p></p></div></div>McGowan<span style="line-height: 1.5em;"> told the </span><a href="http://www.wsj.com/articles/a-mcdonalds-foodie-dishes-on-chains-foreign-fare-1455851282">Wall Street Journal</a><span style="line-height: 1.5em;"> that more than two million people have visited his blog.</span><p><span>"Strangers say, if you're fortunate enough to go to all these countries, why do you waste it on McDonald's?" <span>McGowan</span><span> told the </span>Journal. "I like sharing online. People seem to enjoy it. And I don't gain weight."</span></p><p><span><div></div></span></p><p class="embed-spacer"><span>He said he doesn't drink or smoke, so eating McDonald's is his "vice."</span></p><p><span>McGowan most recently tried a <a href="http://www.travellingmcds.com/2016/02/hokkaido-burger-sapporo-japan-february.html#more">burger</a> in Sapporo, Japan, featuring bacon, beef, cheese and mashed potatoes. He said it was "easily the <span>the </span>worst<span> promo burger" he's ever had in Japan.</span></span></p><p><span><span><div></div></span></span></p><p class="embed-spacer">He had better luck with <a href="http://www.travellingmcds.com/2016/01/hokkaido-salmon-namtok-rice-bangkok.html#more">Hokkaido Salmon Namtok Rice</a> in Thailand, which he rated as 4.5 stars out of 5.</p><p class="embed-spacer">It features fried salmon chunks with white rice and a sauce<span> made of ground chillies, fish sauce, lime juice, shallots and mint leaves.</span></p><p class="embed-spacer"><span>Here's some of the other McDonald's food items that he's tried around the world.</span></p><p class="embed-spacer"><span><div></div></span></p><p class="embed-spacer"><span><div></div></span></p><p class="embed-spacer"><span><div></div></span></p><p class="embed-spacer"><div></div></p><p class="embed-spacer"><div></div></p><p class="embed-spacer"><div></div></p><p class="embed-spacer"><div></div></p><p class="embed-spacer"><div></div></p><p class="embed-spacer"><div></div></p><p class="embed-spacer"><div></div></p><p class="embed-spacer"><div></div></p><p class="embed-spacer"><div></div></p><p class="embed-spacer">&#xa0;</p>    <div class="margin-top">        <h3>NOW WATCH: <a href="http://www.businessinsider.com/fast-food-chain-best-value-menu-mcdonalds-burger-king-wendys-2016-1">We tried the new value menus at McDonald's, Burger King, and Wendy's - and the winner is clear</a></h3>        <div>            <div>        <div class="ooyala-video-player" data-video-autoplay="false" data-video-id="1mb240MDE6wvr9lZ6tJsJafHMsdJZKhH" data-player-variable="ooyalapopvideo" id="ooyalaplayer_popvideo" style="width:1280px;height:720px"></div>        </div>        </div>            </div>

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The relevance of brand colors are redundant, it’s all about differentiation

Guest Author

McDonald's is about to beat Burger King and Wendy's in one crucial way

Kate Taylor

Wendy’s is taking McDonalds head-on in the Indian market

BI India Bureau

McDonald's is testing a veggie burger made with Beyond Meat, but it isn't 100% vegan

Kate Taylor

It Might Be Time To Flip The 'Burger Trade'

Matthew Boesler

The parent company of Taco Bell, KFC, and Pizza Hut is increasingly likely to acquire more chains, and it reveals a massive shift in the fast-food industry

Kate Taylor

Man who has eaten McDonald's in 53 countries reveals the highs and lows

Hayley Peterson

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