McAtlas: A Global Guide to the Golden Arches

by Gary He

McAtlas takes readers on a captivating journey around the world, offering a unique glimpse into the iconic McDonald's restaurant chain's adaptations to regional tastes and customs. This visually stunning book, featuring photographs and research from over 50 countries, serves as the first-ever independent cataloging of the brand's localization efforts. Discover how McDonald's tailored its menu items, restaurant designs, and overall experience to thrive in diverse cultural landscapes. With a keen eye for detail, the author unveils the fascinating stories behind the Golden Arches' global success. Immerse yourself in this comprehensive exploration of one of the world's most recognizable brands.

Genres: Nonfiction, Food, Coffee Table Books, Photography, Food and Drink, History, Travel

420 pages, Hardcover

Published November 29, 2024

Reviews

[Anne]

I don't really have any deep insights so I guess I'll just go ahead and fangirl the McAtlas. This was an incredibly fun book! Sure, I am of an age where I have so many fond memories of McDonald's in my youth but I've never aspired to visit McDonald's when traveling outside the U.S. After reading this, however, I'd be really tempted. I mean, I'm actually kinda jealous at what people to get order in other countries - thank you Gary He for showing me what I'm missing out on!

Everything about the book is awesome from the design - OMG, details like the raised "sesame seeds" on the front cover and the colored page edges? looooove - photography, and (of course) the concept and information included. LOL, I also did not know books of this caliber could be self published. I'm tempted to buy more copies to give to friends!

[Julie Davis]

I remember taking our two young daughters to McDonald's on the Champs Elysee because our oldest really needed a dose of "normality" after being in Europe for a week. It turns out that it was American enough but we were bemused by the French culture that infused it - from the red wine to the beggars going table to table. It was an unexpectedly memorable experience.

So how could I not spend my Christmas money on this book?

This wound up being about more than McDonald's just by the virtue of seeing all the local variations. It was forced to please the natives to get sales and thereby became something more than a one-note global giant. I loved discovering all the attachments to each country's favorite cuisines, ways of eating, customs, and cultures. I learned a lot about how flexible McDonald's can be while still adhering to their basic menu structure. I've never wanted to go around the world before. Now I would just so I could visit all the McDonald's for the local food.

It is worth mentioning just how visually stunning these images are, especially the location shots. Equal care was taken with the book itself. You may not be able to tell it from the image, but the little white spots on the cover are embossed, rising above the surface to be the sesame seeds on the bun. The page edges are colored to mimic the structure of a burger — brown for beef, yellow for cheese, etc.

[booksbyjeffrey]

Released in 2024, McAtlas is the bonkers culmination of a years-long project by writer Gary He and photographer James Beard.

Together, they visited 50 (FIFTY!) countries to document the huge variety of the world’s biggest restaurant chain.

The result is this incredible 420-page hardcover McAtlas.

It is a journalistic work that is not authorized or sponsored by McDonalds.

Absolutely packed with gorgeous photography, facts, and a deep look at how the chain adapts itself to fit local cultures.

Did you know that McDonald’s has restaurants in more than one hundred countries across six continents, and serves over sixty-five million customers EVERY DAY? Well? DID YOU?

McAtlas documents the many variations in menu design, local customs, and regional specialties like Halloumi McMuffins in Jordan, Marinated Chicken Bones in China and Edamame Corn Bowls in Japan.

And of course on the architecture and design side of things, the book showcases just how differently McDonald’s can look from one nation to the next.

Some locations blend into historic city centres, while others embrace local architectural traditions in ways you would probably never expect from a fast-food chain.

One of the cool features is the listing of Big Mac prices for each country, converted into U.S. dollars. A Big Mac that costs $5.69 in the United States sells for just $2.54 in Egypt.

What really elevates McAtlas is the quality of the photography. James Beard kills it. The images are so consistently excellent and it turns what could have been a simple catalogue into a real journey around the world.

If you’re looking for a coffee table book to spark some convos and that will immediately grab people’s attention, this is it. Very unique. And everyone will want to pick it up when they see the cover. And once they start flipping through the pages, they’re likely to get hooked.

Easy five stars!
★★★★★ (5/5)

What do you think? Does this book look interesting to you or is it just me?

[Max Nussenbaum]

I'm in the perfect target audience for this book, given my love of coffee table books, weird fast food, and foreign McDonalds'. So of course I loved it. So many beautiful photos and good anecdotes within—I especially enjoyed this one:

When McFalafel arrived in Cairo in 2001, it featured falafel pucks topped with tomato, lettuce, pickles, and a spicy tahini sauce, inside an American burger bun. Customers were skeptical of this cultural mash-up at first, but the local franchisee had hired Egyptian pop star Shaaban Abdel Rahim to create a jingle for the McFalafel and a soundtrack that played inside the stores, which eventually sparked huge sales of McFalafel across the country.

There was a major problem, however: Abdel Rahim was more famously known for his hit song "I Hate Israel," which eventually prompted the American mothership to force the franchisee to pull the soundtrack and the ads. Luckily for the Egyptian owners, locals had already familiarized themselves with McDonald's and the McFalafel. It's still sold today but served as a wrap and only available during breakfast.

[Jane]

Ever eaten at McDonald's? If so, you'll love this book.

I so enjoyed reading about the localization of the menu, from the Bulgogi Burger (Korea), McKroket (Netherlands), and Maharaja Mac (India) to the Corn Pie (Thailand), Taro Pie (China) and Festive Mincemeat Pie (UK). Also interesting was the history: The role of a Canadian franchisee to get McDonald's into Russia, the struggle for a fully kosher location in Israel, the back-and-forth claim to be the northernmost location (in Norway), the repurposing of closed-down English pubs, and so much more.

And the design of this book is AMAZING - the front and back covers are "bun colored", and the pages and spine are brown (burger), yellow (cheese or mustard), red (ketchup), and green (pickles.) The interior design and photography are so well done - I had no idea this was a self-published book until the acknowledgments, and even then I double checked the copyright to confirm.

Fun, interesting, and very very well-done.

[John Carruthers]

This is a really great overview of how a multinational chain does (or doesn’t) localize to different cultures and food traditions. The photography is great, especially for something done without the cooperation of McDonald’s.

The author comes across a little rah-rah about the success of McDonald’s in France. Especially against farmers and the slow food movement. But in general, the writing fits the subject really well.

[Lisa]

As a confessed McDonald’s fan who will get herself a limited edition adult Happy Meal, likes to visit niche McD’s around the US, and always seeks out the options when traveling abroad, this book was meant for me!Achitecture lovers and foodies will be drooling at the photos throughout. Plus, the design of the book is perfection. It’s the Big Mac of coffee table books!
~Ba da ba ba ba~

[Juliana Park]

Fun and creative storytelling. Thought I was an original for hunting for local McD’s finds when I’m abroad, but it turns out I’m just lazy when it comes to documenting and unpacking the anthropological impact of the Golden Arches in different corners of the world.

I’m also far less traveled. Gary executed an awesome (arguably - surprisingly - shared) vision.

[Syntaxx]

5 stars just for the burger page binding and the RAISED COVER sesame seeds!!! that kind of attention to detail is chef's kiss perfect and you can expect the same level of excellence from the interior.

[James Gale]

Gary He rules as does this book

[Danielle]

So deserving of its TWO James Beard Awards. A fascinating look at the globalization of fast food and how this one chain adapts to the communities it expands into.

[Kalin]

This was everything that I hoped it would be and more