In this episode of Food for Thought, we’re diving into a one-of-a-kind culinary and global food culture journey with none other than James Beard award-winning photographer and food writer, Gary He. Through his visually captivating and self-published book McAtlas, Gary unveils the surprising and delightful world of McDonald’s menu variations from around the world. Let’s dive in!
What started as an exploration into the nuances of fast food turned into an extraordinary fusion of photography, gastronomy, and cultural anthropology. With visits to over 55 countries, Gary documented the ways McDonald’s subtly (and sometimes boldly) adapts its offerings to reflect local flavors, traditions, and identities without losing its signature golden arches touch.
Like UFO-themed restaurants in Roswell or turquoise arches in Sedona, McAtlas is more than just a book; it’s a celebration of cultural diversity wrapped in sesame seed-embossed covers. The burger-shaped design of the book itself stands as a metaphor for the project’s creativity and playfulness.
Our conversation unpacks the broader implications of Gary’s work, touching on how global brands navigate the delicate balance of staying recognizable while resonating locally. Through vibrant photography and thoughtful storytelling, Gary captures how McDonald’s honors local traditions, whether through a Matcha McFlurry in Japan or a Spicy Paneer Burger in India.
Together, we explore how these adaptations reflect the dynamic interplay between globalization and localization in the food industry, and how one brand can serve as both a mirror and a bridge between cultures.
But McAtlas is more than a visual feast; it’s a testament to independent publishing grit. Gary opens up about the highs and lows of self-publishing: from navigating printing challenges in China to running grassroots marketing campaigns across America. His path was filled with logistical hurdles, creative problem-solving, and a deep belief in the value of the story he was telling.
Gary’s candid reflections on leveraging digital platforms like TikTok, engaging with the media, and connecting with communities shine a light on how passion projects can thrive outside traditional publishing routes.
What you’ll learn in this episode:
- 0:00:10 | McDonald’s menu exploration with Gary
- 0:12:40 | The dynamic nature of global food culture
- 0:21:19 | Gary’s creation of a unique burger-shaped book and the challenges of self-publishing
- 0:26:03 | Gary’s experiences with documenting unique McDonald’s menu items across 55 countries, post-pandemic travels, and overseeing book production at a printing factory
- 0:32:38 | Gary’s tips for navigating logistical challenges and grassroots marketing
- 0:40:47 | Gary’s advice for utilizing media to promote independently published projects
- 0:47:14 | Gary’s perspective on maintaining fun and inspiration while learning from challenges
Whether you’re a foodie, a travel lover, a design enthusiast, or a cultural explorer, this episode has something for you. McAtlas is a project that reminds us of the unexpected ways food can unite us, reflect us, and surprise us. It’s a book that speaks volumes—literally and visually—about how something as everyday as fast food can reveal the richness of our global identity. Tune in to hear Gary’s remarkable story and be inspired by the power of persistence, creativity, and curiosity.
Episode Resources:
Website: https://wellersmithdesign.com/
Instagram: https://www.instagram.com/wellersmithdesign/
LinkedIn: https://www.linkedin.com/in/leannawellersmith/
If you are curious about self-publishing and want to learn more about how we can help, check out our Self-Publishing Services.
Weller Smith Design is a Full-Service Boutique Design Agency that provides publishing, self-publishing, branding, web design, and strategy services. We pride ourselves in being the Boutique Agency of choice for Thought Leaders like you.
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Snag your copy of McAtlas today!
