麦当劳是如何涨价的？

Core Viewpoint - McDonald's has raised prices across its menu by 0.5 to 1 yuan, marking the fourth price increase in five years, with the price adjustments affecting various popular items and reflecting ongoing cost pressures in the fast-food industry [1][2]. Price Adjustments - The price of popular items such as the Big Mac and Double Fillet-O-Fish has increased by 1 yuan, while other items like medium fries and desserts have seen a 0.5 yuan increase [1]. - The "1+1 Flexible Combo," initially priced at 12 yuan, has undergone three price hikes since its launch in 2019, now costing 14.9 yuan, representing a cumulative increase of nearly 24% [2]. Cost Pressures - Rising costs of core ingredients have been a common issue in the fast-food industry, with prices for live chickens and beef showing a long-term upward trend since 2019 [2]. - McDonald's has adopted a moderate structural price increase strategy, including product tiered pricing and small adjustments, to manage cost pressures while maintaining customer flow [4]. Product Strategy - McDonald's product matrix is categorized into three tiers: high-end products like the Angus series, core products like classic burgers, and entry-level products like the "1+1 Flexible Combo," which serves as a traffic driver [4]. - The average price increase across selected products is about 3%, with the "1+1 Flexible Combo" remaining unchanged during the recent adjustments [4]. Market Expansion - McDonald's aims to expand its presence in lower-tier cities, with plans to open 1,000 new stores annually, targeting a total of over 10,000 restaurants by 2028, half of which will be located in these markets [6][7]. - Competitors like KFC are also focusing on expanding into lower-tier cities, utilizing a franchise model to accelerate growth in previously underserved areas [6].