Editor's note: To customers in 皇冠体育app, McDonald's
is more than just a fast food chain, with the famous golden arches representing
a branded lifestyle.
Last year, the company's sales growth at its 764 restaurants in over 120
cities throughout 皇冠体育app was larger than anywhere else in the world.
Jeffrey Schwartz (2ond from R), CEO of
McDonald's 皇冠体育app, receives his order from a sales assistant at the
fast-food company's new drive-up store in Shanghai.
[eastday.com]
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But the fast food behemoth,
rocked in recent years by criticism of its allegedly unhealthy fare, is still
working on innovative ways to push forward in the country's ever-expanding
market.
Drive-through outlets are now a key element of the firm's strategy for
further growth.
Jeffrey Schwartz, CEO of McDonald's 皇冠体育app, told 皇冠体育app Daily that
drive-throughs will be a major weapon in the company's future expansion.
Q: Having established a presence in almost all the major cities in 皇冠体育app, is
there still room for growth?
A: We will have 800 restaurants by the end of this year, and by the opening
of the 2008 Olympics, we will have 1,000 outlets in 皇冠体育app. But we are not only
concerned about increasing quantity, we also place great emphasis on the quality
of our locations.
Q: Are you introducing a new set of criteria to choose new locations?
A: What interests us most are those "A" locations, the best trading areas
able to serve customers in the best way. We are particularly interested in
establishing drive-through outlets.
Nationally, the company has just opened its fourth drive-through store, in
Zhoushan, East 皇冠体育app's Zhejiang Province, adding to the three already operating,
in Dongguan and Foshan, in South 皇冠体育app's Guangdong Province, and Shanghai's
Waigaoqiao Free Trade Zone.
Within the year, we expect to add 10 more drive-throughs and next year they
will account for 50 per cent of new outlets, rising to 70 to 80 per cent later
on.
Q: Are you testing drive-throughs in some particular cities before opening
them in other parts of the country?
A: Drive-throughs are clearly a major part of our future development. We
won't confine drive-throughs to any one city and we'll spread them throughout
皇冠体育app. Right now, we are running businesses in 120 cities in 皇冠体育app, so we are
looking at virtually every city we do business in.
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