Gary He, an American photographer and journalist, embarked on a unique journey that took him to more than one hundred McDonald’s locations across 55 countries and six continents. In his quest to explore the various local adaptations and cultural nuances of the world’s largest fast-food chain, Gary released the book McAtlas: A Global Guide to the Golden Arches. The work goes beyond being a simple photographic documentation of McDonald’s locations; it transforms into an anthropological and visual study of how a brand integrates and interacts with different cultures around the world.
The McAtlas project began taking shape after years of travel and observations, eventually becoming a book that, according to Gary, is not just a tribute to McDonald’s but a deep reflection on the cultural and social impact of the chain. He emphasizes that his work is a “social and visual anthropology” that examines how McDonald’s not only feeds millions of people but also influences eating habits, cultural values, and even social and economic aspects in different parts of the world.
Brazil holds a special place in the book, featuring Méqui 1000, located on Avenida Paulista in São Paulo. The restaurant is considered one of the most innovative and fascinating McDonald’s locations worldwide. Gary describes Méqui 1000 as one of the few McDonald’s that offers an exclusive menu creatively adapted to the local culture while also using the building’s façade to host art projects. This fusion of architecture, gastronomy, and art is rare, and the photographer was captivated by how the restaurant interacts with São Paulo, a vibrant cultural hub. In an interview, Gary explained: “Few countries have a restaurant with an exclusive menu that also uses its façade for art projects. Méqui 1000 is a rare example of this fusion between gastronomy and art, and it truly is a unique McDonald’s.”
Gary also shared other observations about McDonald’s in Brazil, highlighting the complex relationship the chain has with Brazilian culture. He mentioned the well-known rivalry between McDonald’s and Bob’s, a local fast-food chain, which lost the rights to the name Ovomaltine Milkshake to McDonald’s in 2016, triggering a significant strategic shift in the industry. “A curious detail is that Ovomaltine powder only acquires a crunchy texture in Brazil due to the way the product is manufactured. That’s something unique, and McDonald’s strategically and intelligently leveraged this characteristic,” Gary explained. This is just one example of how the chain has adapted to the local market, offering products that align with Brazilian consumers’ tastes and expectations.
The inspiration for McAtlas came from a personal experience Gary had during Ramadan in 2019 in Marrakech, Morocco. While walking through the city streets, he came across a McDonald’s location offering a complete iftar kit—the meal consumed by Muslims at the end of the daily fast during the holy month of Islam. The kit included harira soup, dates, honey-based sweets, and a yogurt drink. Gary was surprised by this highly specific cultural adaptation and was even more astonished that he couldn’t find any information about it online. He felt this moment was an opportunity to document something truly unique. “It was such a specific adaptation to the local context, and I couldn’t find anything about it online. At that moment, I knew this project needed to become a reality,” the photographer recalled.
The book’s creation process was lengthy and demanding. Gary began documenting his McDonald’s visits in 2017, but most of the photos were taken between 2021 and 2024. As an independent journalist, he self-funded the project, traveling the world to capture the various aspects of the chain’s locations and exploring the social and cultural impacts of these visits. The photographer emphasized that McAtlas received no financial support from any company and is a completely independent project.
Gary reflects on how McDonald’s is portrayed in the media. He believes that the chain is often covered in a superficial manner, either as a financial success case or as a sensationalist story. For him, there was a lack of a more in-depth and academic approach to the brand and its impact on societies. “I saw an opportunity to explore McDonald’s in a different way, going beyond its commercial aspects and treating it as a reflection of global cultural habits. I wanted to turn McDonald’s, a brand so accessible and ubiquitous, into a topic of cultural and social reflection,” Gary explained.
When asked about the secret behind McDonald’s global success, Gary highlights the chain’s ability to adapt to different cultures and markets. He cites the example of McSpaghetti in the Philippines. When McDonald’s entered the country, it faced strong local competition. To win over Filipinos, who had a deep fondness for sweet spaghetti with marinara sauce—a dish with roots in military meals—McDonald’s decided to add McSpaghetti to its menu. Today, the Philippines is the chain’s tenth-largest market, and McSpaghetti has become a symbol of the brand’s ability to understand and cater to local dietary preferences. “This adaptation was a key factor in the brand’s success in many parts of the world. McDonald’s managed to adjust its menu while maintaining its global identity, integrating itself into local tastes and traditions,” he stated.
Gary also shared some of his favorite McDonald’s locations from his travels, some of which were truly surprising. He mentioned McSki in Lindvallen, Sweden, located atop a mountain with a breathtaking view; the McDonald’s converted into an airplane in Taupō, New Zealand, which, despite its challenging accessibility, became one of his most thrilling experiences; and the McDonald’s in Roswell, USA, which, in addition to being a UFO-themed restaurant, also has a souvenir shop that attracts tourists from all over the world. “Roswell’s McDonald’s is a must-visit, and the souvenir shop is an attraction in itself. Who doesn’t love a good themed souvenir?” joked the photographer.
McAtlas is not yet available for purchase in Brazil, but Gary He is looking for a local distributor so that more Brazilians can appreciate his work. For now, the book can be purchased through the official website for residents of the United States or Canada or via platforms like Amazon, with prices starting at $49.95.
McAtlas is more than just a collection of restaurant images. It is an in-depth exploration of how food, culture, and globalization intersect and intertwine in a setting as universal as McDonald’s. By acquiring the book, readers will not only gain access to a visual guide of the chain’s locations around the world but also embark on a cultural journey that reveals the many meanings of a brand that transcends borders and shapes eating habits in every corner of the planet.
