When we go to a new place, we often have a mixed desire, that is, the desire for exploring something new as well as the desire for doing exactly what we have done before. When some of my friends go to another countries, for example, they almost always try exotic dish at local restaurants but they end up searching for Starbucks for coffee with free wifi. Since the mixed desire is relatively opposite, it is usually satisfied by two very different products or places. However, a mixed desire can be well satisfied when we buy or meet appropriately localized, global products or places.
Although McDonald’s is known for serving highly standardized food items and thus does not seem to be a hot place for eating something new, it actually has interesting local items in different countries. In Bangkok, for instance, a McDonald’s with a clown who puts his hands together serves a few rice sets with pork, chicken, and beef. In Delhi, a McDonald’s divides its space into two different stations -one for vegetarians and the other for meat lovers- and then people and kitchen utensils are not allowed to come across these two stations including knife, cutting board, or water. In Copenhagen, a McDonald’s opens 24 hours 7 days. Although this sounds rather common in most Asian cities, running a business for whole night is very uncommon in Scandinavian countries.