Retailing, Franchising, and Consumerism Business Intelligence in China

McDonald's Opens 100th Restaurant In Shanghai

The international fast food giant McDonald's has opened a new restaurant in Shanghai's International Financial Center, and this is McDonald's 100th outlet in the city.

Huang Hongfei, vice president and general manager for the central region of McDonald's China, told local media that they feel proud of the opening of the 100th McDonald's restaurant in Shanghai's International Financial Center. Through this new landmark of Shanghai, they expressed McDonald's firm confidence in Shanghai and China. They hope their customers can feel that McDonald's is welcoming them with a new look.

The "new look" mentioned by Huang refers to McDonald's new Chinese development strategy started at the beginning of 2010, including opening new restaurants, upgrading existing restaurants, and offering more value-for-money products and services, to enhance consumers' brand recognition from product to environment and to improve its sales of individual stores by developing convenient supporting services.

According to comments made to local media by Pang Qi, McDonald's general manager for Shanghai, the fast food company opened its first restaurant in the city in 1994 and has opened 100 restaurants during the past 16 years. In 2010, the number of McDonald's new restaurants in Shanghai increased by 70% compared with last year, and the growth in 2011 will be greater.

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