Post by Nadia N.

I recently visited Barcelona and was eager to immerse myself in authentic, local Spanish cuisine. Yet I found myself drawn into McDonald's more often than I'd expected. I discovered that in Spain MacD's is positioned as a premium cafe experience. In Barcelona, cafe culture dominates and "fast food" carries a stigma. And yet, McDonald’s has reimagined itself here - not by abandoning its global identity, but by localising with remarkable nuance. This was THE "Glocal" playbook in action! One immediately notices the elevated store front: textured wood panelling, soft ambient lighting and the traditional McDonalds iconography interpreted through local artwork (such as mosaic tiling inspired by Barcelona's famous architect, Gaudí). It felt like a place you could linger, not just grab-and-go. While the in-store experience appeared to be the standard retail experience, over the next 2/3 visits I began noticing the subtle experience decisions that elevated the familiar McDonald's brand. On the surface, the self-service kiosk experience might seem standard. But over multiple visits, you'll notice they've evolved the pace and tone of its interactions. The interface utilised a deeper, richer palette, with slower animations and a more stylised iconography - all small signals designed to shift your perception from fast to thoughtful. And while an afternoon siesta (nap), is no longer commonplace in Spain, there is still a culture of late night dining. One evening, I noticed a time-sensitive menu that activated after 9pm. It featured "gourmet" burgers with local premium ingredients, and preference to low-carb menu options - clearly designed with late-night dining habits and health-conscious consumers in mind - a masterclass in cultural empathy. This approach to product execution, to me, is the real power of experience strategy - when legacy brands use digital not to reinvent themselves, but to reframe how they're perceived. This wasn't about creating something luxurious. It's about feeling considered. ¡Hasta luego! #yourgoto #productstrategy #experiencestrategy #barcelona #brandexecution #iqbusiness