McDonald’s tries to catch up with China market leader KFC by creating 'green experiences'

McDonald’s China will “embed green experiences throughout the consumer journey” to engage young, environmentally focused customers.

The marketing strategy aims to provide consumers with green experiences to advocate the benefits of a low-carbon lifestyle.

The fast-food giant has rolled out a range of marketing activities to promote opening its first carbon-zero restaurant in Beijing.

The activities include free food for those who use a navigation app and visit restaurants by bicycle or on foot. There would also be discounts on sustainable menu items, such as Filet-O-Fish, which uses 100% Marine Stewardship Council-certified codfish.

The green restaurant, powered by over 2,000 square meters of on-site solar panels, is among the 1,800 green restaurants that McDonald’s China commits to open across the country by the end of the year.

It would help achieve zero carbon emissions that the company targets by 2050.

The move also represents a significant strategic move for McDonald’s business in China, which is behind market leader KFC.

McDonald’s 5.6 percent market share in 2020, way behind KFC’s 11.6 percent.