On December 27, the price of McDonald's main products increased. The Beijing News reporter found through the McDonald's WeChat applet before and after the price adjustment that the price of a variety of **, hamburger products, and snacks increased by 05 yuan to 2 yuan, "1 + 1" ** unchanged, keep 13$9.
This ** adjustment is also the second price adjustment of McDonald's this year since the price increase of 1 yuan in January. Industry insiders believe that McDonald's and other Western-style fast food are facing many challenges in the catering market, and between limited price increases and costs, it is necessary to retain profit margins through various methods including upward adjustments.
McDonald's told reporters on December 27 that 1+1 will not increase the price of **. McDonald's is committed to providing customers with value-for-money products and services, such as 139 yuan with 1 + 1 two-piece set**, Hi Flip Monday, 6% off breakfast card, o McJin membership and other long-term preferential activities, every month there are new preferential activities to bring customers, such as the recent launch of the designated ** "second half price", "the first pot of gold in the new year" buy one get one free and other limited-time offers. Combined with the recent changes in operating costs, McDonald's China has adjusted some products** with an average increase of about 3% from December 27, 2023, and has clearly marked the prices on each ordering channel.
The price of McDonald's products has increased in many places.
On December 25, it was reported that "McDonald's will raise the price of its main products across the board on December 27, and nearly 90% of the listed prices of major hamburger snack products will be increased by 0."$5. McA** synchronously increased by 1 yuan. ”
On the same day, a reporter from the Beijing News called McDonald's customer care**, and the staff responded that the products of each McDonald's restaurant will be clearly marked with prices in the ordering channel, and some McDonald's customer service staff said in response**, "Combined with the changes in operating costs, we regularly evaluate and adjust the ** structure." ”
At 10:30 on December 27, the reporter found in the McDonald's applet that compared with December 25, many ** and single products in McDonald's Guangqu Road (Lecheng Center) store in Beijing have been raised. For example, a number of Omai members** have increased their prices by 1 yuan.
Beijing McDonald's Guangqu Road (Lecheng Center) store**, single product**, the left is December 25**, and the right is the 27th**. Screenshot of the McDonald's applet.
On the evening of December 26th and the early morning of the 27th, the Beijing News reporter adjusted the positioning to the McDonald's Wanda Plaza restaurant in Tongling, Anhui Province, and found that the Big Mac**, McSpicy Chicken Leg Burger**, Plate Roast Chicken Leg Burger**, McXiang Chicken**, Double-layer Deep Sea Cod Burger**, and Angus MAX Thick Cow Burger Series** all appeared 0The price of 5 yuan to 2 yuan has increased, and the fries and crunchy fries are also higher than before**0$5 and $1. A number of "O McJinn" members** are 1 yuan more expensive than the original.
Anhui Tongling McDonald's Wanda Plaza Restaurant Angus MAX Thick Cow Burger Series**, the left is the evening of December 26**, and the right is the early morning of the 27th**. Screenshot of the McDonald's applet.
Anhui Tongling McDonald's Wanda Plaza Restaurant Chicken Burger Roll, the left is the evening of December 26, and the right is the early morning of the 27th. Screenshot of the McDonald's applet.
On the morning of December 27, many netizens said that the price of McDonald's breakfast had increased. "Breakfast went up by 03 yuan""Breakfast 6$6 becomes $72 yuan". The Beijing News reporter visited McDonald's Beijing Binhui North 1st Street Store and Xinhua East Street Store, and the clerk said that since the early hours of this morning, all McDonald's products have basically increased, ranging from five cents to one yuan, and many consumers have also confirmed this. Consumer Ms. Yang said, "Because there is a McDonald's store near the company, it is more convenient to buy a ** at McDonald's in the morning, and I can't remember whether McDonald's is the second or third price increase this year. ”
The Beijing News reporter called the ** of the McDonald's Lecheng store in Beijing, and the store staff said, "There are indeed some products** that will be changed, but the specific change results need to be subject to the actual situation." The staff of McDonald's Dongdaqiao Restaurant said that "you can compare it yourself when you place an order" about whether the price of products will increase during the breakfast period.
At the beginning of this year, the price of some products was raised.
In January this year, some netizens said on Weibo and other platforms that McDonald's "1+1" was raised, from the original 129 yuan adjusted to 13$9. At that time, McDonald's China replied to the Beijing News reporter that due to the continued impact of the epidemic on various costs, from January 4, 2023, some single products and ** of McDonald's dine-in and McNugget delivery will be adjusted. McDonald's China CEO Zhang Jiayin has publicly explained that compared with many McDonald's global markets, the cost of food inflation in the Chinese market is very well controlled, and inflation is digested through scale as much as possible, so the price increase is also small.
The Beijing News reporter noticed that many netizens are not only concerned about McDonald's price increases, but also about associating "**" with "hamburgers becoming smaller". "It's not as big as the palm of my hand right now. "McDonald's burgers shrank more than my washed sweater. ”
Weibo once launched a poll on "Do you think burgers have become smaller", there are 4920,000 netizens participated, of which 3330,000 think it's "much smaller than before", 730,000 believe that "it is a disguised price increase", and less than 9% of the voting netizens think that "it has not become smaller, we have grown up".
According to public reports, in September 2022, McDonald's Holdings Japan said that due to rising costs and exchange rate fluctuations, McDonald's fast food restaurants in Japan will raise the ** of their products by about 60%. From September 30th, the signature Big Mac burger will be available from 390 yen to 410 yen, and other items will range from 10 to 30 yen. This is the second time since 2022 that McDonald's Japan has raised prices, mainly due to the sudden depreciation of the yen, as well as a sharp spike in raw materials**, labor and logistics costs. At the beginning of this year, McDonald's Japan officials said that due to the exchange rate, the soaring cost of raw materials, labor and other costs, McDonald's Japan will raise the 80 menu. In June this year, McDonald's Japan once again announced that it would raise the ** and other products of 184 stores from July 19, involving 6% of about 3,000 stores in Japan. In addition, since January this year, McDonald's has raised the entire line of products in its main restaurants in Hong Kong, China** by HK$1-2, with an average increase of about 3%, including fish fillet buns, McNuggets Chicken** and other products.
Expert voices. Digest the cost, and the restaurant company adjusts the price to ensure the profit margin.
Wen Zhihong, partner of Hejun Consulting and head of chain operation, said in an interview with the Beijing News reporter that from the perspective of consumers, the brand he frequents will "hope that it will never increase in price, or even reduce the price", but from the perspective of operators, the objective reality is the continuous increase in raw materials, rent and labor costs. To absorb these costs, price increases are really a "last resort".
According to industry analysts, McDonald's and other Western-style fast food are facing increasingly severe challenges in the domestic catering market, and between limited price increases and costs, it is inevitable to retain profit margins through various ways.
Wen Zhihong believes that not only McDonald's, but also many Western-style fast food brands, and even the entire catering industry, in the face of continuous cost in all aspects, must be improved by continuously optimizing the first chain and optimizing internal operation and management under the premise of unchanged quality, so as to digest these costs. "If these practices are not enough to offset the costs, then the company can only adopt the first adjustment strategy to support reasonable profit margins. Wen Zhihong said, "In terms of the way of price increases, different companies may have different practices. Some companies may adjust prices several times a year, but each time the price adjustment is smaller, so that customers are psychologically more acceptable. Some companies may adjust the magnitude of a large amount all at once, and this price increase may be improved through the adjustment of product structure. ”
There is also an analysis that in the Angus series launched by McDonald's in 2019, the lowest cheese Angus thick beef burger is 31 yuan, and the most expensive bacon double-layer Angus thick beef burger is priced at 45 yuan, and its gross profit margin is likely to increase. Secondly, McDonald's has also joined the coffee track with a higher gross profit margin with the mc café brand, and McDonald's has publicly stated that it plans to add 1,000 new McCafe stores in China in 2023.
Many consumers have also found that in addition to the high-end Angus series, the packaging of most of McDonald's burgers is simpler than before, and the burgers, including the grilled chicken leg burger, have been changed from the original carton packaging to single-layer wrappers. This approach also promotes environmental protection while relatively reducing the amount of paper and other expenses.
Beijing News reporter Wang Ping.
Edited by Wang Lin.
Proofread by Diyan Chen.