McDonald's, which has been hot for three days, has still increased in price.
On the morning of December 27, many netizens said that McDonald's breakfast has increased in price, ranging from 0.3 yuan to 0.6 yuan.
By observing the McDonald's App, Red Meal Network found that the price of a variety of packages, hamburger items, and snacks increased by 0.5 yuan to 2 yuan. The price of "1+1", which is nicknamed the "poor ghost package" by many netizens, has not changed, and it is still 13.9 yuan.
Regarding the price increase, McDonald's responded to the Beijing News reporter that combined with the recent changes in operating costs, McDonald's China has adjusted the prices of some products from December 27, 2023, with an average increase of about 3%, and has clearly marked the price in each ordering channel, and the price of 1+1 free meals will not increase.
McDonald's price hike has been foreshadowed for a long time.
On December 25, some media reported that "McDonald's will raise the prices of its main products across the board on December 27, and nearly 90% of the main hamburger snack products will be listed by 0.5 yuan." The price of the Maika package increased by 1 yuan at the same time. ”
△ Image source: Red Meal Network
At that time, Red Meal Network asked McDonald's official customer service for verification, and the customer service said that McDonald's would regularly review structural costs and make corresponding adjustments. At the same time, McDonald's will continue to provide Chinese consumers with value-for-money products and services.
In the era of consumption downgrade, McDonald's bucked the trend and announced a price increase, causing many consumers to be dissatisfied. Since the news of the price increase came out, McDonald's has rushed to Baidu, Sina Weibo and other hot search lists for three consecutive days.
Many netizens complained that McDonald's was "backstabbing" workers.
- Wages are not rising, and the price of the Golden Arches has increased;
- Lao Mai, your small step is a big step for me to upgrade my consumption;
- Do you think I'm eating McDonald's to satisfy my cravings?
……
△ Image source: Screenshot from Sina Weibo
Some netizens also said: "Is there anything else that does not increase in price now? It is normal and understandable for McDonald's to increase prices." "It's good to be able to tell you that the price has increased. ”
There are even netizens who are in the comment area for the Alitustin burger, or turn to the arms of KFC.
According to the observation of Red Meal.com, this has been the third consecutive year, and McDonald's has raised prices at the end of the year.
- In December 2021, McDonald's "1+1" announced its first price increase, from 12 yuan to 12.9 yuan
- In December 2022, McDonald's announced that from January 5, 2023, the price of McDonald's "1+1" will increase from 12.9 yuan to 13.9 yuan.
Until December 2023 this year, McDonald's once again reported the news of price increases. And this price adjustment, the "poor ghost package" escaped, which can be regarded as giving some small comfort to many netizens.
At the beginning of this year, in response to the price increase, Zhang Jiayin, CEO of McDonald's China, publicly explained that compared with many McDonald's global markets, the cost of food inflation in the Chinese market is very well controlled, and the inflation is digested by scale as much as possible, so the price increase is also small.
McDonald's has raised prices, and it is not only Chinese consumers who have been "hurt". According to incomplete statistics from Red Meal.com, since the beginning of this year, McDonald's has also been reported to countries and regions such as the United Kingdom, Canada, the United States, and so on.
According to the New York Times, McDonald's CFO Ian Boden confirmed on a third-quarter call that the company's menu prices in the U.S. did increase in the third quarter. He expects menu prices to rise by just over 10 percent for the year, which is also the second consecutive year that McDonald's has raised prices by 10 percent.
Shortly before that, McDonald's also announced that it would increase royalties for new restaurants in the United States from 4% to 5% of store sales for the first time in nearly 30 years.
△ Image source: McDonald's official website
Although repeated price increases have caused criticism, McDonald's has been remarkable. McDonald's Q3 2023 performance report shows that the company achieved revenue of US$6.692 billion, a year-on-year increase of 14%, and net profit of US$2.317 billion, a year-on-year increase of 17%.
In the Chinese market, McDonald's has 5,582 Chinese restaurants, nearly half of which are located in third- and fourth-tier cities. However, while McDonald's China same-store sales increased by 10.5%, the growth rate was slightly lower than the same period in 2022.
McDonald's is also full of confidence in the future. It recently announced plans to open more than 8,800 new stores by the end of 2027, expanding the total number of restaurant stores worldwide to 50,000, and plans to open 1,000 new restaurants in China every year.
Editor: Mai Yongyi, Red Meal Network, Editor: Li Tang