From BLT to churros: Could this be McDonald's HK’s most ambitious menu ever?

Recently, McDonald’s Hong Kong has launched an exclusive "Around the world" menu at its newly renovated flagship store in Admiralty Centre, offering customers popular burgers and menu items from McDonald’s around the globe.

Available from 23 May, the new menu features four burgers tailored to diverse tastes: BLT Angus burger from US, the BLT crispy chicken burger from Canada, the triple cheeseburger from Australia, and the salad burger from New Zealand. Dessert options include bite-sized choco churros from South Korea and McPops from France.

The news has garnered over 4,700 likes on MARKETING-INTERACTIVE's Instagram. This has also sparked discussions and reviews on Facebook, Instagram and Threads, with many foodies comparing flavours and experiences, as observed by MARKETING-INTERACTIVE.

Why has the menu created such a buzz on social media?

In response to the significant social media buzz surrounding the exclusive “Around the world” menu, Tina Chao, chief marketing and digital customer experience officer, McDonald’s Hong Kong, told MARKETING-INTERACTIVE that consumers are increasingly seeking unique dining experiences, and this menu provides an opportunity to enjoy popular McDonald’s items from various countries without leaving Hong Kong.

“Additionally, social media thrives on visually appealing and shareable content - pictures of international burgers and desserts naturally encourage engagement,” Chao added.

True enough, the presentation of diverse burgers, desserts, and beverages from around the world has undoubtedly sparked excitement among a broad audience, according to Vivian Fok, managing director, SPRG. The strategic timing of the menu launch, which coincides with the store’s renovation, heightens the overall buzz, she added. “Consumers are often eager to explore fresh offerings in a newly revamped space, which adds an element of novelty and anticipation.”

Moreover, while many people have fond memories of growing up with McDonald's and often overlook the origins of the ingredients, this new menu encourages them to think globally while enjoying a familiar brand, making it a clever marketing strategy, according to Fok.

The exclusive menu has also tapped into the curiosity of food lovers and trendsetters, making it a must-try experience that fuels organic conversations online, according to David Ko, managing director, RFI Asia. “The international menu offers unique, globally inspired dishes that are completely new to Hong Kong. This novelty sparked excitement among locals and expatriates eager to try something fresh and exclusive.”

“Limited-time offerings have added an element of exclusivity and urgency, Ko added. “These dishes aren’t just food—they’re experiences. Customers have flocked to social media, sharing photos and stories of their meals, turning the menu into a shareable phenomenon.”

Will this initiative attract international attention to McDonald’s HK? 

Despite hyperlocal marketing becoming popular across Asia, with APAC hyperlocal service market's growth reaching 12.9% CAGR between 2022 and 2028, according to KBV Research, McDonald's has opted for a different approach by incorporating global food items into its Hong Kong menu, setting it apart from conventional localisation efforts. 

Available at the McDonald's Admiralty store, recognised as the world's second-busiest flagship location, the exclusive menu aligns with McDonald's broader brand strategy of blending global consistency with localised innovation, making the Admiralty Centre restaurant a destination for food enthusiasts worldwide, according to McDonald’s Chao. 

On the marketing front, the campaign serves as a reminder to marketers that they live in a world of heightened global awareness, where exposure to world events, tastes, and trends is at an all-time high due to social media, according to Shufen Goh, principal and co-founder of R3. 

McDonald's decision to incorporate global menu items in Hong Kong is a clever approach that aligns with the city's cosmopolitan identity, catering to the diverse tastes of both locals and international visitors while positioning the brand as one that embraces global culinary trends, according to SPRG’s Fok. “By offering an ‘Around the world’ menu, McDonald's can attract international attention and encourage tourists to experience a taste of their home countries while in Hong Kong. This strategy is particularly effective in a city known for its vibrant food scene, making it an attractive spot for culinary explorers,” she added. 

This new McDonald's initiative sets itself by embracing global flavours while staying true to its core brand identity, positioning the brand as a trendsetter within the global McDonald's network, according to RFI Asia’s Ko. “The move is not just bold but strategic, reinforcing its reputation for creativity,” he added.

Harmonising local identity with global appeal

Maintaining brand identity while appealing to a global consumer base is a balancing act that McDonald's has historically managed well, said SPRG’s Fok. 

Indeed, McDonald's has effectively launched unique products that align with local tastes, including siu mei (燒味)-flavoured shake shake fries and collaborations with local celebrities such as Nicholas Tse for the "My taste of Hong Kong" menu.

“The key lies in their ability to blend local tastes with their signature offerings,” Fok said, adding that by continuing to innovate and introduce region-specific items alongside their global menu, McDonald's can cater to diverse consumer preferences while ensuring that their core identity—fast, convenient, and familiar food - remains intact. 

Agreeing with her is Jacopo Pesavento, CEO of Branding Records, who believed McDonald’s secret of mastering the paradox of being a global icon and a local neighbour is a cultural proximity through brand consistency. 

“By leaning into cultural curiosity and co-creating with local tastes, McDonald’s doesn’t just adapt - it celebrates the places it enters. Identity isn't rigid; it's dynamic. McDonald’s proves that by being globally fluent and locally fluent at the same time, a brand can transcend borders without losing its soul’, he added. 

From a broader perspective, R3’s Goh said brands aiming to remix their global assets into culturally resonant experiences can create engaging ideas that thrive in an era of borderless creativity, thereby enhancing both performance and brand awareness. "Leveraging physical space as a creative canvas, not just as a point of sale, but as a source of social connection and cultural relevance, opens up new possibilities for brand revitalisation. It’s a fresh reimagining of brand essence, where design, operations, and digital intersect to create something greater than the sum of its parts," she added.

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