With an eye
on dinner tables in the Chinese mainland, McDonald's, the world's leading fast
food operator, on Wednesday announced new rice products for the mainland
market.
Starting
from June 10, the new products, including chicken and beef rice wraps, will be
sold in all 1,700 McDonald's restaurants on the Chinese mainland.
The core
menu, including the chain's staples like the Big Mac and McChicken, will not be
changed, Kenneth Chan, CEO of McDonald's China, said in the press release.
"Our
new dining options are examples of how McDonald's innovates to bring more
options to our Chinese customers, because that's what they want," Chan
said.
The
company's strategy includes more efforts to develop the night consumption
market from 5pm to 5am, thought it has put more emphasis on breakfast, lunch
and afternoon snacks in the past, he said in an interview with Xinhua.
According
to the latest data from McDonald's, dinner foods account for half of foreign
food operators' sales in China and this market is growing at a double-digit
pace.
McDonald's
will set a series of standards regarding rice quality and safety, Chan told
Xinhua. McDonald's sources the rice it uses on the mainland from Harbin,
capital of northeast China's Heilongjiang province, one of the country's major
grain production areas.
The company
plans to maintain its competitiveness and boost its overall business growth by
increasing the variety of the products it offers, he said.
McDonald's
opened its mainland first store in Shenzhen, Guangdong province, in 1990. It
has currently more than 1,700 outlets and over 90,000 employees on the Chinese
mainland. It plans to recruit 75,000 more this year, and the number of mainland
outlets is expected to reach 2,000 by 2014.
The
US-based fast food giant has about 34,000 stores worldwide. In 2012, McDonald's
same store sales rose 3.1% as revenues rose 2% to US$27.6 billion.
In 2013,
the company plans to invest about US$3.2 billion of capital in opening 1,500 to
1,600 new restaurants and reinvesting in existing locations. It targets a
system-wide sales increase of 3% to 5% and operating income growth of 6% to 7%.
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