As one of the top global brands, McDonald’s has invaded Beijing with it first drive through last year. The first McDonald’s arrived in Beijing in 1991. Just a little bit over 15 years later, there are now over 800 restaurants in the country with 300 more to come in the next few years.
As a former Business Development Executive for Asian sauce company Lee Kum Kee, my job included making over 200 restaurant visits every month all over the Bay Area. If I were to open a restaurant, I can confidently say that my success rate would be high.
Let’s state the obvious.
Good food is a must. But pair great food with the demographics and trends. McDonald’s has been able to grow in China because with time sensitive consumers, a sandwich can be eaten on the run. Simply makes sense. I never understood why restaurant owners around college campus open noodle shops.
McDonald’s also targets the youth. Building brand loyalty while their young, genius.
Also. Consider the weather. If you open a noodle shop, hot steaming broth is most likely not on consumer’s mind during hot sunny days.
Experience counts. This includes creating an ambiance that wows people. In Europe, a restaurant delivers food on a roller coaster rails. Surely, this is something worth talking about.
I consider McDonald’s more marketing company than a restaurant. They partner with other brands such as Monopoly and Nintendo to generate contests, games, and buzz.
So, before you open a restaurant, be sure to consider just the food but the entire experience.
Read AP article properly titled McDonald’s serves China’s growing car culture:
Deal allows for restaurants at gas stations as auto ownership increases
