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McDonald’s Adds Local Flair To Appeal To Chinese Consumers

McDonald’s Adds Local Flair To Appeal To Chinese Consumers
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McDonald's dresses up its new concept restaurant in Guangzhou with traditional decor.

Daniela Walker
  • 22 april 2014

China has become McDonald’s third biggest market after the US and Japan, and the fast-food giant is readying the opening of its 2,000th restaurant in the country. Instead of the typical bland decor in its American locations, McDonalds is testing out a locally-infused design that highlights different aspects of Chinese culture.

mcdonalds-china.jpg

The new concept restaurant in Guangzhou references symbols of Chinese culture, with an abacus as a central room divider and hanging light installations that hint at traditional bamboo basket steamers. This concept is part of McDonald’s strategic pivoting in China, along with a new slogan: “It’s good to get together.” Emphasizing the social aspect of eating at McDonald’s and the Chinese desire for togetherness, the Guangzhou location features round tables with enough seating for 10.

mcdonalds-china5.png

Christine Xu, VP and Chief Marketing Officer of McDonald’s China, told Advertising Age:

 

Our research says that in China, consumers see McDonald’s as a place for gathering and socialization – and that’s very different from the U.S. consumer. In the U.S. a lot of consumption is made in the drive-thru lanes, so the way it’s consumed is different. The way it fits into their lifestyle is different.

The interior design and the different decor elements offer a more upscale feel to the fast-food chain, in the hopes of turning the restaurant into a destination – and not just a pit stop.

mcdonalds-china4.png

[h/t] Advertising Age

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