McDonald's China CEO: Car Restaurant is the future of McDonald's

"At the end of this year, McDonald's will open the fourth and fifth auto restaurants in China's Zhoushan and Hangzhou," said Jeffrey Schwartz, CEO of McDonald's (China) Co., Ltd. in Hangzhou on the 9th.

This American who has served McDonald's for 37 years is confident when talking about the car restaurant: "In China, Drive-Thru is the future of McDonald's."

Recently, McDonald's has been very active in China. Following the opening of the first "Driving" restaurant in mainland China in Dongguan, Guangdong at the end of last year, the fourth McDonald's "Laureate" restaurant will be officially established in Zhoushan, Zhejiang province by the end of August this year. Opened. Hangzhou Binjiang "Delay" restaurant will also welcome guests at the end of the year.

McDonald's "get off" is a special name for the McDonald's Car Restaurant. In 1975, the first McDonald's "driving speed" restaurant was established in the United States. "Getting to be fast" not only provides simple dining services, but also enables customers to easily complete "ordering," "checkout," and "taking meals" without getting off the train. This is welcomed by customers.

McDonald's currently has three "Driving" restaurants in mainland China, located in Dongguan, Guangdong, Shanghai Waigaoqiao and Guangdong Shunde. As the head of McDonald's in China, Shi Lesheng is obviously satisfied with the results achieved by the “get-through” on the mainland. He said that the three “get-to-speed” operations that were already in operation were very good and the turnover was much higher than the average single store in the country. And 30% of the sales in these 3 stores are achieved through the car shuttle channel (ie, the customer purchases directly from the car without entering the store). "This ratio is already very high for the just-started Chinese Detached Restaurant."

Xerox said that McDonald's currently has 770 chain stores in China and plans to open 100 new stores each year. Based on the success of the three "go-to-speed" restaurants, the McDonald's department responsible for examining the site has shifted its focus to examining the location of the deli restaurant. Although the new store opened this year is still dominated by traditional shops in the city center, the proportion of restaurants that will be “get fast” will increase in the future.

For Xerox, there are countless mainland cities that are suitable for setting up "Driving" restaurants. "Chongqing, Chengdu, Shenyang and Tianjin are all very suitable places." He hopes to open "Driving" restaurants in all Chinese cities that have traditional McDonald's restaurants.

The upcoming McDonald's "Lausit" restaurant in Zhoushan and Hangzhou will not only have ample parking space, but also present a new generation of McDonald's restaurants in China. Compared to the traditional McDonald's restaurant, the "Driving Accelerator" has a family carnival area, a children's play area, a free internet area, and a mother's rest area on the second floor of the restaurant. Xerox Sheng said, "This type of fast-paced model will become the future model for McDonald's in the minds of consumers."

In June of this year, McDonald's also formed a strategic alliance with Sinopec to jointly develop McDonald's gas station in China to obtain "carry on speed" car restaurants. "Sinopec has more than 30,000 gas stations in the country, and it is expanding at a rate of 500 each year. McDonald's will set up a fast-speed restaurant on the basis of existing gas stations. The development prospects are very broad."

When asked how McDonald's competed with KFC in auto restaurants, Xerox was remarkably "ingenious": "My responsibility in China is to consolidate McDonald's brand in the right way." He said that McDonald's employees are both up and down. Focusing on brand building, the focus is on how to better serve consumers, "rather than focusing on competitors."

However, in the face of a strong competitor, Xerox obviously did not dare to take it lightly. One of his goals when he came to Hangzhou was to personally inspect the location of the new store. "I have confidence in the future," he said.

McDonald's is a world leader in the retail food service industry, with more than 30,000 restaurants in more than 119 countries and territories around the world, providing quality food to 50 million customers every day. Since opening its first store in Shenzhen in 1990, McDonald's has opened more than 750 stores in mainland China and has more than 50,000 employees.