Preferensi Cita Rasa Konsumen Dalam Industri Makanan Siap Saji Antara Negara Indonesia Dan Jepang (Consumer Taste Preferences In The Fast Food Industry Between Indonesia And Japan)

The menu adjustments made by McDonald’s to cater to the culinary preferences of Indonesian and Japanese consumers are essential to examine. The background of this study is based on cultural and taste differences that influence the company’s strategies in meeting consumer needs. The objective of this research is to analyze the differences in consumer preferences in both countries and their impact on the menu offerings of McDonald’s. The study employs a qualitative approach with triangulation techniques through direct observation and interviews with consumers. The research was conducted over 40 days in Japan, involving respondents from the Indonesian community residing there. The findings reveal that McDonald’s adapts its menu to local tastes. In Japan, practical and lighter burgers are more popular, while in Indonesia, consumers prefer fried chicken served with rice and sambal. This study concludes that McDonald’s success in meeting consumer needs in both countries lies in its ability to adapt its menu to align with local preferences