Markup in the Writing Classroom

Genre: essay

Student id: ko.di

View XML Source View Formatted File View Annotated File

      <?xml-model href="../schema_1111.rng" type="application/xml" schematypens="http://relaxng.org/ns/structure/1.0"?><?xml-stylesheet type="text/xsl" href="../testing_format.xsl"?><DOC>
  <essay>
    <docHead>
      <title> Exploring how Mc Donald's use menu(s) as a genre </title>
      <author>Name
            <!--deidentified element--></author>
      <date>7th October 2015</date>
    </docHead>
    <body>
      <intro>
        <p>In the restaurant industry, menu(s) play a very important role. They are the
                    single most important piece of document that help acquire a potential
                        customer, which is why restaurants spend a massive amount of
                    time perfecting their menu(s). <argument type="main">One such example is Mc
                            Donald’s; who have over the past few decades not only been
                        dominating the fast food industry with their delicious and cheap eateries
                        but have also been a major influence in the establishment of menu as a
                        genre.</argument></p>
      </intro>
      <bodyPara>Genre refers to the typical rhetorical way of responding to a situation that
                repeatedly occurs within a scene. <genre>For example, Mc Donald’s was the first to
                    respond to the needs of an affordable yet tasty menu. They analysed a particular
                        scene and came to the conclusion of creating a menu such that it
                    serves the prime purpose of offering delicious meals for a dollar or under. By
                    doing so, they responded to a rhetorical situation by creating a new type of
                    sub-genre under the menu genre i.e. the dollar menu. Soon most of the fast
                    food chains came out with their own version of the dollar menu.</genre></bodyPara>
      <bodyPara>
        <figure url="https://b.zmtcdn.com/data/menus/343/65343/1724f7fffcad546ad26a17c40a11ff25.png">Indian Menu</figure>
        <figure url="https://akbrodie.files.wordpress.com/2014/12/mcd3.jpg">USA
                    Menu</figure>
      </bodyPara>
      <bodyPara>McDonald's is the world's largest chain of hamburger fast food restaurants,
                serving around 68 million customers daily in 119 countries. The key to their success
                is creating a customized menu for almost every country on the basis of an extensive
                market research. They achieve this by factoring in the situation and participants
                (customers) that are involved in the scene.<diff>A Mc Donald’s menu in the United States of America is starkly different from
                    that in India and this is because of the differences found in both the
                    countries. For instance, India has a higher vegetarian oriented population as
                    compared to USA which is why on the Indian menu of Mc Donald’s one can find a
                    larger array of vegetarian friendly burgers. On the other hand, due to higher
                    meat eating population in the USA, Mc Donald’s offer a greater ranger of
                    non-vegetarian burgers. Moreover, both the menus have country exclusive burgers.
                    In the Indian menu you will find burgers such as McVeggie and McSpicy, something
                    that is not even remotely mentioned in the USA menu. Also the naming scheme on
                    both the menus are very different. Burgers in the USA menu are named after
                    famous state names such as the New York classic and California Chicken. Au
                    contraire, Mc Donald’s has used Hinglish to name their Indian burgers. Instead
                    of calling a burger McPotato they named it McAloo, wherein the word “aloo” means
                    potato in Hindi. People in the U.S. are more health conscious, hence, the U.S.
                    menu contains a calorie count next to each of its burger.</diff> By designing
                these differences, Mc Donald’s has taken up the culture and situation of a
                particular country and reflected it in their menu. Their objective<q>is to adapt their menu to reflect different tastes and local traditions for every
                    country in which they have restaurants. They are keen to respect cultural
                    differences and so every country has its own policy of developing menu
                    items.</q></bodyPara>
      <bodyPara>In the lights of all these differences, there are some vivid similarities in
                both the menus which overall help maintain the brand image of Mc Donald’s across the
                world. <sim>Both the menus have a very structured layout with starters, mains and
                    dessert being displayed in different columns. Both menus have a variety of text
                    sizes, bolded and non-bolded words to make them easy to follow. Each menus
                    offers various meal options and often seem to have two different sizes for all
                    their products. The menus are also loaded with delicious imageries of their
                    products and have a very bright colour scheme that will without fail catch an
                    onlookers’ attention. Lastly, both the menus somehow manage to portray the ever
                    famous Mc Donald logo, hence, constantly reminding the customer where they are.
                    </sim></bodyPara>
      <concl>
        <p>Imagine walking into a restaurant and asking the waiter questions regarding the
                    type of cuisine they serve, what dishes do they have on offer, the prices of
                    that dishes, etc. A menu puts an end to all of this questioning by simply
                    offering you a cohesive summary of what the eating establishment is all about.
                    Mc Donald’s have made great advancements in the fields of menu which has not
                    only reflected in their sales but in the menu(s) itself. One can say that menus,
                    in their own way, significantly contribute to not only the success of the
                    company they represent, but also to the success of the food service industry
                    they are a part of.</p>
      </concl>
    </body>
    <docFoot>
      <title>Works Cited</title>
      <listBibl>
        <bibl>"Why Is the McDonald's Menu Different in Different Countries?" What Makes
                    McDonald's. N.p., n.d. Web. 10 Oct. 2016. </bibl>
        <bibl>"Welcome to the Purdue OWL." Purdue OWL: The Rhetorical Situation. N.p., n.d.
                    Web. 11 Oct. 2016.</bibl>
        <bibl>"McDonald's." Wikipedia. Wikimedia Foundation, n.d. Web. 11 Oct. 2016.</bibl>
      </listBibl>
    </docFoot>
  </essay>
</DOC>

  

Return to the main page