Containment of KFC McDonald's Betting in China "Getting Speed"

“The focus of future market development for McDonald's is the “Lausit” restaurant. We plan to open 1,000 restaurants in mainland China before the 2008 Olympic Games. Among the newly added stores, the “Dresdner” restaurant accounts for about 50%. A few days ago, Shi Lesheng, CEO of McDonald's (China) Co., Ltd., said in an exclusive interview with reporters.

It is reported that "get off" is McDonald's car restaurant chain.

Regret that it has come too late

McDonald's "going to speed" recently opened in Zhoushan, Zhejiang Province, becoming the fourth "driving" restaurant opened by McDonald's in December last year after Dongguan, Shanghai and Shunde.

Currently, in the US market, 65% of McDonald's sales are completed by car sales, which is McDonald's most important cash cow.

It is understood that the business has been very good since the three stores opened in China, and the sales have surpassed the average sales of a single store in the traditional model. The proportion of "buy it and go" is even 30%.

"Our initial expectation was only 10%. The situation of these three car restaurants has already exceeded the original expectations of the company's headquarters. We regret that 'going to come' is too late." Xerox said in a meaningful way: "The car restaurant is China has unlimited potential."

KFC

It is reported that KFC, ranked seventh in the overseas market, accounts for half of the Chinese market. The size of its stores is about twice that of McDonald's, which ranks first in overseas markets.

In order to change the situation in China, McDonald's wants to borrow a car restaurant, implement the "anti-catch-up strategy," and change the corresponding war on the Kentucky Fried Chicken.

According to the successful experience of McDonald's in establishing a car restaurant in Texas with a gas station in the United States in 1994, McDonald's is preparing to repeat it in China. In June of this year, McDonald’s has formed a strategic alliance with Sinopec and launched its “enclosure” strategy for gas stations in China.

According to analysis by industry insiders, Sinopec currently has more than 30,000 gas stations in China, and the number of individual automobiles in China is growing at an average annual rate of more than 15%. The outlook for auto catering is huge.