McDonald's stays the same and varies all across the world. I'm a college marketing student and wrote a paper on this exact topic. There's a lot of give and take McDonald's has had to go through to be successful in various cultures. They add different menu items, change the atmosphere, and train their employees different in various areas. For example, they serve alcohol in France. They also have fireplaces, plants, and nice wood fixtures (They are starting to do this in America due to its success). And in one Asian country (I forget the exact place) they had to retrain their employees to NOT smile because it was culture in that area that if the person serving your food is smiling then they know something that you don't about your food. They also have many Asian dishes.
My paper was on France so some other things are promoting a manager degree program, promoting their locally bought produce, and a new mascot. I can't comment on the taste (except of course in India they don't use beef), but the way they present themselves in certain areas is vastly different.
These are just a few off the top of my head. I wrote about this a while ago and it was probably a late night. McDonald's has been much more successful than other fast food restaurants because of their commitment to these ideas. One term I heard that I liked was called "Glocalization." Its pretty much a global brand that you tailor to the specific area you are in.
*I'm just a small player here. While my financial gain on this stock is non-existent, I'm learning a lot about the stock market and how companies function.
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