Linguistics Glocalisation in the Naming of Franchises Menu in Malaysia

Abstract

Research on glocalisation in the fast-food industry has grown considerably within the field of marketing linguistics. However, previous studies have mostly focused on visual elements and general marketing strategies, while the linguistic structure of menu naming remains underexplored. Therefore, this study aims to identify and explain the linguistic strategies in the naming of menu items by Kentucky Fried Chicken (KFC) and McDonald’s in Malaysia, as part of the glocalisation process. A qualitative approach was adopted through the analysis of official menu texts and digital marketing materials disseminated through social media over the past five years. The data were analysed using a glocalisation-based linguistic framework for Malay menu naming, together with a thematic coding procedure involving the categories of lexical borrowing, hybridity/ code-mixing, dialect, metaphor, nostalgia, and cultural references. The findings indicate that KFC tends to maintain a stronger local identity through the use of full lexical borrowing and cultural metaphors, whereas McDonald’s is more inclined to employ hybridity, code-mixing, and elements of dialect and nostalgia to construct a more relaxed and creative local identity. These strategies demonstrate that menu naming functions as a linguistic mechanism in shaping cultural experiences and brand perceptions. This study contributes to the expansion of the analytical framework of linguistic glocalisation by specifically focusing on menu-naming structures and emphasises that language serves as a key strategy in the construction of brand identity within both global and local markets.

Keywords: Linguistic glocalisation, menu naming, franchise, lexical borrowing, metaphorical creativity, marketing linguistics