Las razones por las que Bolivia es el único país donde ha quebrado McDonald’s

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locales del pa\u00eds para marcharse","datePublished":"2017-10-12T12:00:02+0200","dateModified":"2019-09-17T06:34:10+0200","publisher":{"@type":"Organization","id":"#organization","name":"La Vanguardia","url":"https:\/\/www.lavanguardia.com","logo":{"@type":"ImageObject","@id":"#logoImage","url":"https:\/\/www.lavanguardia.com\/files\/logo_microformat\/bundles\/lavanguardiacms\/images\/logo-lv.png","height":60,"width":326},"sameAs":"https:\/\/es.wikipedia.org\/wiki\/La_Vanguardia","diversityPolicy":"https:\/\/www.lavanguardia.com\/diversidad-e-inclusion.html","ethicsPolicy":"https:\/\/www.lavanguardia.com\/codigo-conducta-vanguardia.html","foundingDate":"1881-02-01","publishingPrinciples":"https:\/\/www.lavanguardia.com\/normas-publicacion.html"},"description":"Ocho a\u00f1os dur\u00f3 el idilio de McDonald\u2019s con Bolivia, el \u00fanico pa\u00eds de Latinoam\u00e9rica donde la gran cadena de comida r\u00e1pida no ha tenido \u00e9xito. La inauguraci\u00f3n de McDonald\u2019s en Bolivia, en 1998, fue toda una fiesta en el pa\u00eds, con desfiles y eventos y una gran acogida por parte del pueblo boliviano. ","keywords":"cultura","articleSection":"Cultura","articleBody":"Ocho a\u00f1os dur\u00f3 el idilio de McDonald\u2019s con Bolivia, el \u00fanico pa\u00eds de Latinoam\u00e9rica donde la gran cadena de comida r\u00e1pida no ha tenido \u00e9xito. La inauguraci\u00f3n de McDonald\u2019s en Bolivia, en 1998, fue toda una fiesta en el pa\u00eds, con desfiles y eventos y una gran acogida por parte del pueblo boliviano. Pero en 2002, McDonald\u2019s quebraba en Bolivia tras experimentar grandes p\u00e9rdidas, en un evidente fracaso de su intento de penetraci\u00f3n en el pa\u00eds. Los ocho restaurantes que se abrieron cerraron, y todos los trabajadores fueron despedidos. Hay que decir que 2002 supuso un punto de inflexi\u00f3n en McDonald\u2019s: afront\u00f3 un baj\u00f3n hist\u00f3rico a nivel internacional. El gran s\u00edmbolo de la globalizaci\u00f3n y del capitalismo se hund\u00eda en Bolivia. \u00bfPor qu\u00e9? Las razones fueron variadas: culturales, sociales y econ\u00f3micas. A pesar de intentar adaptarse a los sabores locales, se notaba en los estudios que, por ejemplo los ni\u00f1os, acud\u00edan para recibir el regalo del McMen\u00fa infantil\u2026 pero se dejaban la hamburguesa a medias. S\u00ed: los bolivianos est\u00e1n acostumbrados a otra cocina, porque la cocina boliviana es especial y muy variada, con ra\u00edces espa\u00f1olas y africanas. La comida es tradicional y regional, muy colorida, con una fuerte mezcla de sabores, condimentos y por supuesto geniales carnes y por supuesto su oro: la \u201cpapa\u201d. Comer en Bolivia es un acto cultural, un ritual que conecta el ser humano con sus ra\u00edces. La sociedad boliviana no considera la comida como algo que pueda realizarse \u201cfast\u201d (r\u00e1pido), por tanto el fast food, a nivel social y cultural, no ten\u00eda muchas posibilidades en el pa\u00eds. Y de hecho, la cocina es algo vivo, pasional, que se hace con mimo, con cari\u00f1o, con el fin de compartir. De hecho, los bolivianos s\u00ed tienen sus propias \u201ccomidas r\u00e1pidas\u201d: las empanadas. Y con ingredientes como huevo, carne, cebolla, arroz,... las empanadas, siempre diferentes pero que juntan los ingredientes favoritos de los bolivianos, son mucho m\u00e1s deliciosas que una hamburguesa de McDonald\u2019s. Esa fue otra de las razones por las que la gran cadena fracas\u00f3. La producci\u00f3n agr\u00edcola y los mercados (que no supermercados) tienen un fuerte peso en los pueblos y en las ciudades, donde son lugares de encuentro y de intercambio, centro de vida social. Los bolivianos entienden, y mucho, de producto y de sabor: tienen una relaci\u00f3n muy cercana con la tierra. Si all\u00ed la calidad se puede conseguir a bajo precio, \u00bftiene sentido entonces realmente pagar lo mismo por un plato tradicional que por una hamburguesa de McDonald\u2019s? \u00bfSi pudieras comer t\u00fa una paella a 5 euros, considerar\u00edas la opci\u00f3n de un Big Mac en su lugar? Seguramente no. La econ\u00f3mica fue otra de las razones por las que McDonald\u2019s no prosper\u00f3 en Bolivia: el men\u00fa m\u00e1s barato de McDonald\u2019s costaba algo m\u00e1s de 3 d\u00f3lares cuando por uno pod\u00eda comprarse un delicioso almuerzo tradicional completo. Bolivia se siente orgulloso del nulo \u00e9xito de McDonald's entre su poblaci\u00f3n y se atribuye haber \"expulsado\" a la gran cadena que triunfa en todo el mundo por razones sociales. Los bolivianos prefirieron entonces la empanada casera y la comida tradicional y natural por encima de cualquier otra. Solo queda una duda en el aire: \u00bfpasar\u00eda igual hoy? 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} document.addEventListener("DOMContentLoaded", function() { return onGGLoad(); }); </script> <script src="https://rsc.lavanguardia.com/js/godo-base1x-v1000960.js" defer fetchpriority="low"></script> <script src="https://rsc.lavanguardia.com/js/accounts-v1001238.js" defer fetchpriority="low"></script> <script type="script/gg"> console.log('start'); gg.breakpoint.setBreakpoints({ 'xs': 0, 'md': 768 }, true); gg.util.disableImageLoading(); </script> <script> var godo = {}; godo.ads = []; </script> <script type="script/gg"> Breakpoint.init([ { name: 'xs', maxWidth: 767 }, { name: 'md', maxWidth: Infinity } ]); </script> <script> /* conditions to allow PiP Youtube Mini player */ /*ytMiniDisplayConds = window.innerWidth >= 1880 && ggPageData.mainSection.includes('cribeo', 1) || ggPageData.mainSection.includes('television', 1);*/ ytMiniDisplayConds = false; </script> <link rel="stylesheet" href="https://static.lavanguardia.com/css/fonts.css" fetchpriority="low" /> <script type="script/gg"> window.lv = window.lv || {}; window.lv.onWallpaperAdv = function (s) { if(s.displayed) { document.querySelector("body").classList.add("wallpaper-adv-active"); } }; </script> <style> .supra-header-icons .shi-alerts { display:none; } /*Tablet fixes*/ .main-container{ position: relative; } @media (min-width: 768px) and (max-width: 1023px) and (orientation: portrait) { html { position: absolute; height: 100%; overflow: hidden; width:100%; } body { -webkit-transform: scale(0.75) translateX(50%); -webkit-transform-origin: top right; transform: scale(0.75) translateX(50%); transform-origin: top right; position: absolute; right: 50%; top: 0; width: 1024px !important; height: 133vh; overflow-y: auto; -webkit-overflow-scrolling: touch; } #didomi-host { position: -webkit-sticky !important; position: sticky !important; top: 0 !important; z-index: 99 !important; } #didomi-notice{ position: absolute !important; width: 1024px; bottom: initial !important; top: calc(133vh - 219px); } } @media (min-width: 768px) and (max-width: 1024px){ html, body { overflow-x: hidden } } /* #29414 */ /*.super-header-full-container { z-index: 1 !important; }*/ </style> <style> /*FIX back effect*/ @media (max-width: 767px) { .xk.home .article-module1x1:not(.article-module1x1-double):not(.article-module-multimedia) .article-module .image-container picture img, .xk.home .article-module2x1 .article-module .image-container picture img, .xk.home .article-module2x2 .article-module .image-container picture img, .xk.home .article-module3x1 .article-module .image-container picture img, .xk.home .article-module3x2 .article-module .image-container picture img{ position: absolute; top: 0; } .xk.home .article-module1x1:not(.article-module1x1-double):not(.article-module-multimedia) .article-module .image-container picture, .xk.home .article-module2x1.article-module2x1-vertical.article-module2x1-vertical-small .article-module .image-container picture, .xk.home .article-module2x2.article-module-video .article-module .image-container picture, .xk.home .article-module2x2.article-module-reportaje .article-module .image-container picture, .xk.home .article-module3x2.article-module3x2-cintell:not(.article-module3x2-cintell-visual) .article-module .image-container picture{ position: relative; padding-top: 49.22%; overflow: hidden; } .xk.home .article-module1x1.article-module-visual.module-box .article-module .image-container picture, .xk.home .article-module2x1 .article-module .image-container picture, .xk.home .article-module2x2 .article-module .image-container picture, .xk.home .article-module3x1 .article-module .image-container picture, .xk.home .article-module3x2 .article-module .image-container picture{ position: relative; padding-top: 103.45%; overflow: hidden; } } @media (min-width: 480px) and (max-width: 767px) { .xk.home .article-module1x1:not(.article-module1x1-double):not(.article-module-multimedia) .article-module .image-container picture, .xk.home .article-module2x1.article-module2x1-vertical.article-module2x1-vertical-small .article-module .image-container picture, .xk.home .article-module3x2.article-module3x2-cintell:not(.article-module3x2-cintell-visual) .article-module .image-container picture, .xk.home .article-module2x2.article-module-reportaje .article-module .image-container picture{ padding-top: 103.45%; } } @media (min-width: 638px) and (max-width: 767px) { .xk.home .article-module1x1:not(.article-module1x1-double):not(.article-module-visual):not(.article-module-multimedia) .article-module .image-container picture, .xk.home .article-module2x1.article-module-visual .article-module .image-container picture, .xk.home .article-module2x1.article-module2x1-vertical.article-module2x1-vertical-small .article-module .image-container picture, .xk.home .article-module2x2 .article-module .image-container picture, .xk.home .article-module2x2.article-module-reportaje .article-module .image-container picture, .xk.home .article-module3x1 .article-module .image-container picture, .xk.home .article-module3x2 .article-module .image-container picture, .xk.home .article-module3x2.article-module3x2-cintell:not(.article-module3x2-cintell-visual) .article-module .image-container picture{ padding-top: 49.22%; } } /*preserve ads space in all the site*/ .hidden-ad{height: auto;} .board-module-ads.visible-xs.mega-container > .ad-unit.mega{ height: 100px; display: flex; justify-content: center; align-items: center; position: relative; } .board-module-ads.visible-xs.mega-container > .ad-unit.mega:before{ content: ""; position: absolute; background: #f5f5f5; width: 100%; max-width: 320px; height: 100%; } .board-module-ads.visible-xs.mega-container > .ad-unit.mega ins{ position: relative; } .ads-module.visible-xs.roba-container > .ad-unit.roba, .board-module-ads.visible-xs.roba-container > .ad-unit.roba, .content-ad.visible-xs.roba-container > .ad-unit.roba{ min-height: 600px; display: flex; justify-content: center; align-items: flex-start; position: relative; } .ads-module.visible-xs.roba-container > .ad-unit.roba ins, .board-module-ads.visible-xs.roba-container > .ad-unit.roba ins, .content-ad.visible-xs.roba-container > .ad-unit.roba ins{ position: -webkit-sticky; position: sticky; top: 45px; } .ads-module.visible-xs.roba-container > .ad-unit.roba:before, .board-module-ads.visible-xs.roba-container > .ad-unit.roba:before, .content-ad.visible-xs.roba-container > .ad-unit.roba:before{ content: ""; position: absolute; background: #f5f5f5; width: 100%; max-width: 336px; height: 100%; /*prevent breakdown when infinite scroll on details*/ top: 50%; left: 50%; transform: translate(-50%, -50%); } /*prevent content next to ads box when hidden class on roba*/ .content-ad.visible-xs.roba-container.hidden-ad{ margin-bottom: 30px !important; } /*preserve ads space aspect-ratio 4/3 in IRR desktop modules*/ .content-ad-module .irr-container .ad-unit.irr{ display:none; } @media (min-width: 768px){ .board-module-ads.visible-md.mega-container > .ad-unit.mega{ height: 300px; display: flex; justify-content: center; align-items: center; position: relative; } body:not(.raiDesktop):not(.gallery-zoom) .content-ad.visible-md.mega-container > .ad-unit.mega:first-child{ height: 251px; display: flex; justify-content: center; align-items: center; position: relative; } .board-module-ads.visible-md.mega-container > .ad-unit.mega ins, .content-ad.visible-md.mega-container > .ad-unit.mega ins{ position: relative; } .board-module-ads.visible-md.mega-container > .ad-unit.mega:before, body:not(.raiDesktop):not(.gallery-zoom) .content-ad.visible-md.mega-container > .ad-unit.mega:before{ content: ""; position: absolute; background: #f5f5f5; width: 100%; max-width: 990px; height: 100%; /*prevent breakdown when infinite scroll on details*/ top: 50%; left: 50%; transform: translate(-50%, -50%); } body.article-page.section-lacontra .content-ad.visible-md.mega-container > .ad-unit.mega { display: none; } .hidden-ad{ margin: auto !important; } .board-module-ads.visible-md.mega-container.hidden-ad{ margin-bottom: 30px !important; } .top-ad-module .hidden-ad{ display: block; } /* btn suscripcion - pasar a sass*/ .header.header.header-home .main-header .main-header-content{ display: flex; align-items: center; min-height: 60px !important } .header.header.header-home .main-header .main-header-content .subscription { padding:0 } .header.header-home .main-header.is-sticky { height: 60px !important } .header.header-home .main-header.is-sticky .hamburger-menu-container { top: 60px !important } } @media (max-width: 768px){ .header-menu-container .subscription .btn-subscription { font-size: 11px; 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Para usar nuestros servicios, es necesario que lo permitas.</div> </div> </div> </div> <main id="main-container" class="main-container" data-sticky-container> <div class="ads-wall-container ads-wall-container-left"> <div class="ads-wall-left"> </div> </div> <div class="ads-wall-container ads-wall-container-right"> <div class="ads-wall-right"> </div> </div> <div class="main-article-container "><article class="article-default"> <aside class="top-ad-board-container"> <aside class="top-ad-module hidden-ad"> <span class="content-ad visible-md mega-container hidden-ad"><span class="ad-unit mega"> <ins data-ad-type="mega" data-ad-device="md" data-ad-sizes="[[728,90],[970,90],[970,250],[972,90],[972,250],[972,300],[980,90],[980,150],[980,250],[980,251],[980,300],[990,50],[990,90],[990,150],[990,180],[990,250],[990,300],[980,180]]" data-ad-keys="{}" data-ad-lazy="false"></ins> </span></span><span class="content-html"><div id="mbd-1"></div></span><span class="content-ad visible-md 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data-ad-lazy="false"></ins> </span></span></aside> </div> <div class="row"> <header class="article-top-header col-12"> <div class="article-top"> <div class="article-top-titles"> <div class="title-container"> <h1 class="title">Las razones por las que Bolivia es el único país donde ha quebrado McDonald’s</h1> </div> <div class="supra-title-container"> <h2 class="supra-title">Cultura</h2> </div> </div> <div class="epigraph-container" data-gtm-element-container="modulo-texto-link"> <h2 class="epigraph">Bolivia fue un caso único en la historia de McDonald’s: su implantación no funcionó, y en 2002 McDonald’s decidió desmantelar todos los locales del país para marcharse</h2> </div> <div class="article-media-main"> <figure class="composite-image image-container " data-gtm-element-container="button-gallery"> <picture class="nolazy"><source srcset="https://www.lavanguardia.com/files/image_990_484/uploads/2020/11/13/5fae5a7284e61.jpeg" media="(min-width: 638px)"><source 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class="modified">Actualizado a 17/09/2019 06:34</time> </div> </div> </div> <div class="social-buttons social-share" data-gtm-element="leaf-social-share-top"> <div class="social-left"> <a href="https://www.facebook.com/sharer/sharer.php?u=https://www.lavanguardia.com/cribeo/cultura/20171012/47420295576/las-razones-por-las-que-bolivia-es-el-unico-pais-donde-ha-quebrado-mcdonald-s.html" class="share-icon fab fa-facebook-f" data-gtm-social-provider="facebook" rel="nofollow" target="_blank"></a> <a href="https://twitter.com/intent/tweet?text=Las%20razones%20por%20las%20que%20Bolivia%20es%20el%20%C3%BAnico%20pa%C3%ADs%20donde%20ha%20quebrado%20McDonald%E2%80%99s&url=https://www.lavanguardia.com/cribeo/cultura/20171012/47420295576/las-razones-por-las-que-bolivia-es-el-unico-pais-donde-ha-quebrado-mcdonald-s.html" class="share-icon fab" data-gtm-social-provider="twitter" rel="nofollow" target="_blank"><svg xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" version="1.1" id="icon__x" viewbox="0 0 24 24" xml:space="preserve" fill="white" width="16" height="16"><path d="M14.095479,10.316482L22.286354,1h-1.940718l-7.115352,8.087682L7.551414,1H1l8.589488,12.231093L1,23h1.940717 l7.509372-8.542861L16.448587,23H23L14.095479,10.316482z M11.436522,13.338465l-0.871624-1.218704l-6.924311-9.68815h2.981339 l5.58978,7.82155l0.867949,1.218704l7.26506,10.166271h-2.981339L11.436522,13.338465z"></path> </svg></a> <a href="whatsapp://send?text=Las%20razones%20por%20las%20que%20Bolivia%20es%20el%20%C3%BAnico%20pa%C3%ADs%20donde%20ha%20quebrado%20McDonald%E2%80%99s%20https://www.lavanguardia.com/cribeo/cultura/20171012/47420295576/las-razones-por-las-que-bolivia-es-el-unico-pais-donde-ha-quebrado-mcdonald-s.html?utm_term=botones_sociales&utm_source=whatsapp&utm_medium=social" class="share-icon share-icon-whatsapp fab fa-whatsapp" data-gtm-social-provider="whatsapp" rel="nofollow" data-imported="true" target="_blank"></a> </div> <div class="social-right"> <a class="share-icon fa fa-comment" rel="nofollow"><span></span></a> </div> </div> </div> <div class="article-modules"> <p data-gtm-element-container="modulo-texto-link" class="paragraph">Ocho años duró el idilio de McDonald’s con Bolivia, el único país de Latinoamérica donde la gran cadena de comida rápida no ha tenido éxito. La inauguración de McDonald’s en Bolivia, en 1998, fue toda una fiesta en el país, con desfiles y eventos y una gran acogida por parte del pueblo boliviano. <br></p> <p data-gtm-element-container="modulo-texto-link" class="paragraph">Pero en 2002, McDonald’s quebraba en Bolivia tras experimentar grandes pérdidas, en un evidente fracaso de su intento de penetración en el país. Los ocho restaurantes que se abrieron cerraron, y todos los trabajadores fueron despedidos. Hay que decir que 2002 supuso un punto de inflexión en McDonald’s: afrontó un bajón histórico a nivel internacional.<br></p> <span class="content-ad-module hidden-ad"> <span class="content-ad visible-xs roba-container hidden-ad"><span class="ad-unit roba"> <ins data-ad-type="roba" data-ad-device="xs" data-ad-sizes='["fluid",[336,280],[300,250],[300,300],[300,600],[320,300]]' data-ad-keys="{}" data-ad-lazy="false" data-event-scroll-xs="" data-name="roba"></ins> </span></span></span><span class="content-ad-module hidden-ad"> <span class="content-ad visible-md irr-container hidden-ad"><span class="ad-unit irr"> <ins data-ad-type="irr" data-ad-device="md" data-ad-keys="{}" data-ad-lazy="false"></ins> </span></span><span class="content-html"><span class="intext-md hidden-xs hidden-md"></span></span></span><p data-gtm-element-container="modulo-texto-link" class="paragraph">El gran símbolo de la globalización y del capitalismo se hundía en Bolivia. ¿Por qué? Las razones fueron variadas: culturales, sociales y económicas.</p> <p data-gtm-element-container="modulo-texto-link" class="paragraph">A pesar de intentar adaptarse a los sabores locales, se notaba en los estudios que, por ejemplo los niños, acudían para recibir el regalo del McMenú infantil… pero se dejaban la hamburguesa a medias. Sí: los bolivianos están acostumbrados a otra cocina, porque la cocina boliviana es especial y muy variada, con raíces españolas y africanas. La comida es tradicional y regional, muy colorida, con una fuerte mezcla de sabores, condimentos y por supuesto geniales carnes y por supuesto su oro: la “papa”. <br></p> <p data-gtm-element-container="modulo-texto-link" class="paragraph">Comer en Bolivia es un acto cultural, un ritual que conecta el ser humano con sus raíces. La sociedad boliviana no considera la comida como algo que pueda realizarse “fast” (rápido), por tanto el fast food, a nivel social y cultural, no tenía muchas posibilidades en el país. Y de hecho, la cocina es algo vivo, pasional, que se hace con mimo, con cariño, con el fin de compartir.<br></p> <span class="content-ad-module hidden-ad"> <span class="content-ad visible-xs irr-container hidden-ad"><span class="ad-unit irr"> <ins data-ad-type="irr" data-ad-device="xs" data-ad-keys="{}" data-ad-lazy="false"></ins> </span></span></span><p data-gtm-element-container="modulo-texto-link" class="paragraph">De hecho, los bolivianos sí tienen sus propias “comidas rápidas”: las empanadas. Y con ingredientes como huevo, carne, cebolla, arroz,... las empanadas, siempre diferentes pero que juntan los ingredientes favoritos de los bolivianos, son mucho más deliciosas que una hamburguesa de McDonald’s. Esa fue otra de las razones por las que la gran cadena fracasó. </p> <span class="content-ad-module "> <span class="content-html"><span class="intext-xs hidden-xs hidden-md"></span></span></span><p data-gtm-element-container="modulo-texto-link" class="paragraph">La producción agrícola y los mercados (que no supermercados) tienen un fuerte peso en los pueblos y en las ciudades, donde son lugares de encuentro y de intercambio, centro de vida social. Los bolivianos entienden, y mucho, de producto y de sabor: tienen una relación muy cercana con la tierra. Si allí la calidad se puede conseguir a bajo precio, ¿tiene sentido entonces realmente pagar lo mismo por un plato tradicional que por una hamburguesa de McDonald’s? ¿Si pudieras comer tú una paella a 5 euros, considerarías la opción de un Big Mac en su lugar? Seguramente no. La económica fue otra de las razones por las que McDonald’s no prosperó en Bolivia: el menú más barato de McDonald’s costaba algo más de 3 dólares cuando por uno podía comprarse un delicioso almuerzo tradicional completo.</p> <span class="content-ad-module hidden-ad"> <span class="content-ad visible-xs roba-container hidden-ad"><span class="ad-unit roba"> <ins data-ad-type="roba" data-ad-device="xs" data-ad-sizes='["fluid",[336,280],[300,250],[300,300],[300,600],[320,300]]' data-ad-keys="{}" data-ad-lazy="false" data-event-scroll-xs="" data-name="roba"></ins> </span></span></span><p data-gtm-element-container="modulo-texto-link" class="paragraph">Bolivia se siente orgulloso del nulo éxito de McDonald's entre su población y se atribuye haber "expulsado" a la gran cadena que triunfa en todo el mundo por razones sociales. Los bolivianos prefirieron entonces la empanada casera y la comida tradicional y natural por encima de cualquier otra. 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Las razones por las que Bolivia es el único país donde ha quebrado McDonald’s