Walt Disney Parks & Resorts is the largest amusement park in the world with over 126 million visitors in 2012 alone, see chart below. Disney has locations in California, Florida, Paris, Hong Kong, Japan and Shanghai (coming soon in 2015).
When broken down by individual resorts Disney holds 10 of the top 20 spots in attendance.
To be the largest in the world Disney has to adapt to each country they enter. Unique offerings and cultural nuances are important to making each park successful. The menu offerings at each park location have to be unique to that country and much research must be done by Disney to pick the right mix of menu offerings to be successful.
Disney has the Business Intelligence, meaning they have all the internal skills, technologies and practices to make good decisions, but need to survey the external environment through Market Intelligence to get a complete picture of what is going on externally at each of their locations worldwide. This market intelligence helps them gain insight in to the opportunity for each location, the entry method for each location and develop metrics to measure their performance in a given country.
For example, every international market has different views of American cuisines. Some enjoy it, others not so much. These dissimilar pallets compel Disney, and its management, to utilized their market intelligence at hand and adapt to the cultural aspects their external environments encompass. Those adaptations change the menu choices at each park.
Disney Anaheim has a very different menu than Disney Paris, Hong Kong or Japan.
Each menu above has ties to the culture the park is in. By adapting their menus Disney has done their homework, so to speak, and made sure that each park offers local cuisine to appease their external customers.
Furthermore, Disney appeasing their local customers helps the parks in attendance and revenues as well. Disney management has worked hard to integrate local cultural aspects into each of their parks, not only in their food, but physically as well. It is their goal to make every individual feel at home and respected, as well as deter any negative views of the parks. Most importantly it is part of the Disney traditions that they make all visitors feel like Walt did, home.
“To all who come to this happy place; welcome.”