RUSDIANMITA, AGNES PENINA (2026) CULTURAL ADAPTATIONS OF U.S.A. MCDONALD’S GLOBAL MENU IN INDONESIA. S1 thesis, UNIVERSITAS KHATOLIK SOEGIJAPRANATA.

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Abstract

McDonald’s is a global fast food restaurant chain that operates with a franchise model serving millions of customers daily with a consistent menu. Founded in 1940 by Richard and Maurice in San Bernadino, California, USA, McDonald’s has become one of the world’s most leading fast-food culture. Using the theoretical framework of George Ritzer’s McDonaldization, and Jan Nederveen Pieterse’s Cultural Hybridity to answer the research question on how the adapted McDonald’s menu items reflect the cultural hybridity of Indonesia and USA. As a research method, the qualitative descriptive approach and library research is employed with field observation and photo documentation of the McDonald’s menu. This research finds that through McDonaldization there are global menu prepared for everyone all over the word. In Semarang, the global menus are Big Mac, French Fries and McChicken, Fish Fillet, Chicken Burger, Chicken McNuggets, Apple Pie, Coca – Cola and Happy Meal. The cultural negotiated menus are Nasi Uduk, McSpaghetti with more tomato sauce and Sambal Ijo Burger. As a unique local menu, the branches of McDonald’s in Semarang also offer Ayam Nasi Lengkuas with Sambal Bajak which is its most favored menu item.

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