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Indonesia McDonald's Trying to Separate Image from American Capitalism

Aired October 24, 2001 - 06:56   ET

THIS IS A RUSH TRANSCRIPT. THIS COPY MAY NOT BE IN ITS FINAL FORM AND MAY BE UPDATED.


THIS IS A RUSH TRANSCRIPT. THIS COPY MAY NOT BE IN ITS FINAL FORM AND MAY BE UPDATED.
LEON HARRIS, CNN ANCHOR: In Indonesia, the world's largest Muslim country, by the way, American franchises are coming under an increasing threat there. Police suspect radical Islamic youth groups of bombing a Kentucky Fried Chicken outlet recently. We covered that one here.

DARYN KAGAN, CNN ANCHOR: Yes, but another fast food giant has learned to adapt to the public mood of the country that they're in.

The story now from CNN's Atika Shubert.

(BEGIN VIDEOTAPE)

ATIKA SHUBERT, CNN CORRESPONDENT (voice-over): An anti-American rally marches past a McDonald's en route to the U.S. Embassy in protest of the military strikes in Afghanistan shaking their fists at the golden arches, synonymous with American capitalism, but McDonald's has its own defense.

If employees see a march headed their way, they unfold a green banner that says this store is owned by a Muslim, Bambaug Rachmadi. Rachmadi is the owner of the national franchise for McDonald's, and managers are instructed to present this picture of him and his wife in full Muslim dress.

UNIDENTIFIED MALE: Somebody has to stand up and say, explaining to this demonstrator, that we are not American company, but we are the most visible and the most known by the public due to the -- our visibility and our marketing. We have to work harder to make McDonald's accepted as Indonesian, period, not as American.

SHUBERT: That's why every Friday, the Islamic day of prayer, McDonald's gets a Muslim makeover. Arabic music floats in from the speaker system, workers are dressed in Muslim clothes and at noon they file out for Friday prayers. Arabic writing tells customers the food is Halal, cooked according to religious dietary laws, and the golden arches point the way to prayer rooms.

This commercial proudly tells the public how Indonesian McDonald's really is. For instance, 80 percent of its supplies come from local producers and it employees 8,000 Indonesians, but religious groups say American fast food giants are a corrupting influence. (on camera): Radical Islamic groups are demanding the government break off all ties with America, whether it's French fries or foreign aid, but that hasn't stopped a steady demand for Big Macs and Chicken McNuggets, making it clear where the public stands.

(voice-over): Right after Friday prayers is one of the busiest times for McDonald's.

YUNI, MCDONALD'S CUSTOMER (through translator): I don't really see the connection between world politics and American restaurants in Indonesia. We shouldn't tie McDonald's so closely to America. We know what America is like, we should just state what we feel is appropriate for us as Indonesians and leave the rest.

SHUBERT: For many Indonesians there is no conflict between being a good Muslim and enjoying a meal at McDonald's and McDonald's executives are working hard to keep it that way.

Atika Shubert, CNN, Jakarta.

(END VIDEOTAPE)

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