Smart or foolish? McDonald’s builds sites for different ethnic groups

Many brands engage in ethnic marketing and for good reason: it can be an effective marketing strategy. But can ethnic marketing go too far? That’s a question that could be asked when it comes to something McDonald’s is doing: building websites for different ethnic groups.

The fast food giant has built two websites, one targeting African-Americans and another targeting Asian-Americans. Both seek to highlight the ways in which McDonald’s is working to serve the African-American and Asian-American communities.