Core Viewpoint - McDonald's has raised prices for many menu items by 0.5 to 1 yuan, marking the second price increase this year and continuing a trend of annual price hikes over the past three years [1][2][19]. Price Changes - The price increase affects classic items such as the Big Mac and Double Fillet-O-Fish, which have risen by 1 yuan, while smaller items like fries and desserts have increased by 0.5 yuan [1][2]. - Despite the price hikes, the "1+1" budget meal remains at 13.9 yuan, but the most popular Double Cheeseburger now costs an additional 1 yuan when included in this meal [2][6]. Consumer Reactions - Consumers have expressed dissatisfaction on social media, with many feeling that the price increases, although small, are part of a larger trend of gradual price hikes that feel like "boiling frogs" [21][28]. - The shrinking size of burgers, particularly the Double Cheeseburger, has also drawn criticism, with consumers noting that they now need to order more to feel full [4][10][12]. Market Context - McDonald's has implemented price increases in response to rising operational costs, which have been attributed to ongoing pandemic impacts [19][21]. - The company has faced backlash not only in China but also in international markets, where similar price increases have led to consumer dissatisfaction and legal actions in the U.S. [21][25]. Membership and Promotions - McDonald's has introduced a 1 yuan cash voucher for McGold Card members, which some consumers perceive as a way to soften the impact of price increases [13][16]. - The company continues to promote its value offerings, but the perception of value is diminishing among consumers who feel that the quality and quantity of food are declining [28][30].