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McDonald's China recently announced its third price increase within the past two years. The fast-food giant has added an average of 3 percent to menu items, citing escalating operating expenses.
Adjusted Pricing and New Special Offers
Certain products have experienced price hikes ranging from CNY0.4 to CNY2 (6 US cents to 28 US cents), Yicai reported. To maintain customer satisfaction, McDonald's China has also promised to release new special offers every month.
Withstanding Previous Trends
Interestingly, the price of the CNY13.9 (USD1.90) 1+1 combo remains unchanged. This widely favored option, offering 14 choices, has gained popularity among students and white-collar workers due to its cost-effectiveness.
Global Times noted that the discussions on social media platforms indicate a mix of consumer curiosity and concerns surrounding the impact of these price hikes on McDonald's operations in the Chinese market. The topic swiftly rose to the top of Sina Weibo's trending list.
When reached for comment, McDonald's China's customer service clarified that prices and special offers differ from store to store, ensuring flexibility in meeting regional demands.
Factors Driving Price Increases
Over the past two years, McDonald's China has been gradually raising prices as a response to mounting raw material and operating costs. In January, the price of the 1+1 combo was increased to CNY12.9 from CNY12, with an additional CNY1 rise earlier in December 2021.
Despite the price adjustments, McDonald's China reported a substantial increase in revenue during the third quarter of this year. Revenues reached USD6.7 billion, reflecting a 14 percent year-on-year growth. Net profits also saw a 17 percent surge, reaching USD2.3 billion. These remarkable figures indicate significant success in international markets, particularly China and Japan, driven by impressive same-store sales.
Future Goals and Competitor Response
McDonald's China aims to progressively expand its presence by targeting 10,000 stores by 2028, according to Chris Kempczinski, Chief Executive of McDonald's Corp.
In contrast to McDonald's China, competing fast-food chains have not yet announced similar price increases. Burger King, owned by Restaurant Brands International, has stated that it has no plans to raise prices soon. Similarly, KFC customer service has confirmed that no notice has been issued regarding price adjustments in China.
Photo: Shahbaz Ali/Unsplash
