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 cm for 23 yuan, raising concerns about "shrinkflation" amidst a price increase announcement [1][3]. Group 1: Price Increase and Consumer Reaction - McDonald's confirmed a price increase effective December 15, 2025, with select menu items seeing a price rise of 0.5 to 1 yuan, including classic burgers and snacks [3]. - The company has faced criticism for potentially misleading consumers regarding product sizes while maintaining its "value" branding, which contradicts the recent price hikes [3][4]. - McDonald's has historically raised prices annually, but the current backlash focuses on consumer awareness and perceived value [3]. Group 2: Market Position and Strategy - McDonald's CEO Zhang Jiayin announced plans to enhance the "super value" experience by introducing new burger and beverage options, alongside various promotional activities throughout the year [3]. - The competitive landscape in China includes not only KFC but also a broader range of dining options, intensifying price competition [4]. - McDonald's aims to open approximately 1,000 new stores in China by 2025, reflecting confidence in the market despite the challenges of price management [4].