麦当劳又涨价了！“穷鬼套餐”告别年轻人

Core Viewpoint - McDonald's has quietly raised prices on several menu items in China, indicating a strategic shift in pricing amidst a competitive market and expansion plans [2][3]. Pricing Strategy - Starting December 15, McDonald's increased prices by 1 yuan for items like the Big Mac and Chicken McNuggets, and by 0.5 yuan for fries and McFlurry [2]. - The "poor man's meal" remains at 13.9 yuan, but adding a classic double cheeseburger now costs an additional 1 yuan, effectively raising the price to 14.9 yuan [2]. - The pricing strategy appears to be a deliberate "price filtering" approach, maintaining basic meal options for cost-conscious customers while slightly increasing prices on popular items to differentiate between customer segments willing to pay more [2][3]. Market Context - Despite a competitive environment in the Chinese food delivery market, where many competitors are offering promotions, McDonald's has opted for price increases [2]. - In contrast, McDonald's in the U.S. is lowering prices to regain a "value" image due to declining customer traffic, highlighting a divergence in strategy based on market conditions [2]. - The confidence in raising prices in China may stem from a deep understanding of the local consumer market, where brand loyalty and convenience still drive purchases even at higher prices [2]. Expansion Plans - McDonald's aims to open nearly 1,000 new stores this year as part of its goal to reach 10,000 stores by 2028, which necessitates balancing expansion costs with profitability [3]. - The recent price adjustments may serve as a test to balance the company's ambitious expansion goals with its profit targets, using basic meal options to retain core customers while experimenting with price increases on individual items [3].