India had the second-largest overall population in the world next to China and a fast-growing middle class which now had more discretionary spending power. To cater to the Indian consumer, McDonald’s worked on developing a completely new menu geared to local tastes. It developed a vegetarian menu and focused on fish and chicken products since beef is not eaten by most Hindus, who represented around 50 percent of the population, and pork is not commonly eaten.
case study
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