Cultural Resilience in Indonesian and U.S.A.’s KFC and Starbucks Facilities and Menu: A Cultural Hybridity Study

DOI

10.2991/978-2-38476-348-1_2How to use a DOI?

Keywords

CPAT; KFC; Starbucks; cultural resilience; cultural hybridity

Abstract

The emergence of cultural resilience in the menus of the popular global fast-food chains of KFC and Starbucks from the view of an American visiting Indonesia, and vice versa, an Indonesian visiting in America is interesting to report. Utilizing CPAT (Cultural-Perception-Adaptation Theory) as a conceptual framework and Roland Barthes’ mythological reading as a method, the research investigates how the consumers perceive the adaptation of the global menus to local tastes by focusing on the balance of cultural genuineness and global influences. Through a qualitative method of using semi-structured interviews, the cultural background experiences due to exposure of global culinary trends and adaptive responses perceived by the consumers are explored. Findings of the research highlights how the American sees the Indonesian fast-food chains have successfully localized their menu by incorporating the adaptation of traditional Indonesian rice in exchange for the usual KFC’s fried chicken and French Fries and the herbal coffee at Starbucks. The evidence of cultural hybrid menu not only appeals to local consumers but also fosters cultural resilience by preserving and promoting local culinary practices within a globalized framework. In comparison, the Indonesian consumer in the United States encounter challenges in perceiving cultural resilience due to the lack of familiar local flavors in the American menu of the KFC and Starbucks. The report finds that the cultural hybridity in the global menus reflects a dynamic interplay between cultural preservation and adaptation, hence, contributing cultural resilience of the global-local or glocalization of food culture. In addition, the finding offers insights on how global brands can strategically navigate cultural integration, enhancing cross-cultural understanding and preserving cultural identity while expanding a global reach.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Ekawati Marhaenny Dukut
PY  - 2024
DA  - 2024/12/31
TI  - Cultural Resilience in Indonesian and U.S.A.’s KFC and Starbucks Facilities and Menu: A Cultural Hybridity Study
BT  - Proceedings of the 7th Celt International Conference (CIC 2024)
PB  - Atlantis Press
SP  - 7
EP  - 24
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-348-1_2
DO  - 10.2991/978-2-38476-348-1_2
ID  - Dukut2024
ER  -