McDonald's is set to expand its presence in France by targeting smaller towns and villages with plans to open 50 new outlets by 2025. The French marketing director envisions McDonald's as becoming ingrained in local culture, akin to a local bistro. Despite its dominance, facing criticism regarding its impact on French gastronomy and communities, the chain's rapid growth highlights a pressing need for social spaces in rural areas, amidst concerns about health, tourism, and local heritage.
The aim is to become part of the landscape, making McDonald's the new bistro du coin [local restaurant].
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