McDonald's China Shows the Sexy Side of Beef

| About: McDonald's Corporation (MCD)

Excerpt from our One Page Annotated Wall Street Journal Summary (receive it by email every morning by signing up here):

Sex, Skin, Fireworks, Licked Fingers -- It's a Quarter Pounder Ad in China

Summary: McDonald's is trying to send a new message to its Chinese consumers: it's all about the beef. As it shifts from a chicken-heavy menu and tries to emphasize its upscale "Western image" and the appeal of beef -- which is considered a luxury -- McDonald's is promoting beef burgers such as the recently introduced Quarter Pounder on TV commercials and print advertising using an obvious sexual theme that plays on Chinese views that beef is manly, boosts energy, and increases sex appeal. McDonald's is in the middle of an expansion as it eyes an additional 230 restaurant openings by 2008 for a total of about 1,000 locations. Also, it recently signed a deal with the nation's largest gasoline retailer to open stores at existing and future gas stations. Although McDonald's still wants to incorporate local tastes in its menu, it also wants to diverge from rival Yum! Brands' KFC, which has twice as many restaurants but caters more to local tastes. McDonald's chief marketing and corporate-affairs officer in China comments, "People want McDonald's to be a Western brand. When people come to us, they want an alternative to what they can get everywhere else." Read full article >
Related links: McDonald's China TV ad (Windows Media) • McDonald's Discusses China Development Strategy, Sinopec DealMcDonald's Exploring Tiered Pricing in ChinaMcDonald's Discusses Chinese Car Ownership and Drive-Thrus • Conference call transcripts: McDonald's Q206Yum! Brands Q206

Comment on this article

Seeking Alpha is not affiliated with The Wall St. Journal.

About this article:

Tagged: , Restaurants
Want to share your opinion on this article? Add a comment.
Disagree with this article? .
To report a factual error in this article, click here