A tourist from India visited a McDonald’s outlet abroad (in Malaysia, at Kuala Lumpur International Airport) and ordered what she believed to be a vegetarian burger. When the food arrived, she discovered that the burger contained beef. She was upset because, coming from India, she had dietary or cultural expectations of vegetarian options and felt the item she ordered was misrepresented.

She confronted the staff at the counter, visibly emotional. She asked why she was served meat when she had ordered vegetarian food, emphasising “I’m from India” and how that should have meant she didn’t receive beef. At one point she even threw the burger box on the floor before engaging with the staff.

The restaurant’s staff explained that in that country’s menu, the burger she picked was not labelled as vegetarian and that they did not offer the same vegetarian-options as in India. The tourist’s anger and frustration stemmed largely from the mismatch between her expectations—formed by her experiences in India—and the outlet’s local menu and labelling.

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