刚刚宣布涨价，麦当劳汉堡又“缩水”了？

Core Viewpoint - The recent controversy surrounding McDonald's shrinking burger sizes has sparked significant public discussion, particularly after a consumer measured a burger and found it to be only 8 centimeters, leading to accusations of "shrinkflation" amidst a price increase announcement [1][3]. Price Increase Details - McDonald's confirmed a price increase effective December 15, 2025, with menu items seeing a price rise of 0.5 to 1 yuan [3]. - Specific items such as the Big Mac, Double Filet-O-Fish, and McChicken saw a price increase of 1 yuan, while items like McNuggets and fries increased by 0.5 yuan [4]. Consumer Sentiment and Brand Image - The focus of consumer concern is not the price increase itself but the transparency regarding product sizes, which contradicts McDonald's "value" branding [4]. - McDonald's CEO Zhang Jiayin announced plans to enhance the "value" experience with new offerings and promotions, including a revamped "1+1" combo and various member activities [4]. Competitive Landscape - McDonald's faces intense competition in the Chinese market, not only from KFC but also from a broader range of dining options and aggressive pricing strategies [5]. - The CFO Ian Borden acknowledged the pressure from fierce competition among delivery platforms, which has led to lower food prices, creating challenges for the company [5]. Expansion Plans - McDonald's plans to open approximately 1,000 new stores in China by 2025, aiming to reach over 7,500 locations [5]. - The company expresses confidence in the Chinese market but recognizes the need for effective price management strategies moving forward [5].