2026.01.26 本文字数：690，阅读时长大约1分钟 作者 |第一财经 揭书宜 第一财经记者了解到，1月26日起，肯德基对外送产品价格做出小幅调整，平均调整金额为0.8元，堂食 价格保持不变。 肯德基方面表示，为了更好地应对运营成本的变化，保持稳定健康的经营，公司在充分评估后，对部分 外送产品的价格进行了调整。深受消费者喜爱的"疯狂星期四"、"周末疯狂拼"、"OK餐三件套"等优惠 套餐价格，保持不变。 肯德基上一次涨价是大约一年前。2024年12月24日，肯德基启动了调价，是该品牌近两年来首次产品价 格调整。此次调价平均涨幅为2%，具体调整范围在0.5元至2元不等。肯德基称，旨在更好地适应市场 成本变化，确保企业能够持续稳定健康发展。 近几年来，由于米面、肉禽、食用油、蔬菜等农副产品价格存在一定的波动性，也对快餐企业的成本控 制和抗风险能力提出了挑战。 微信编辑| 七三 第一财经持续追踪财经热点。若您掌握公司动态、行业趋势、金融事件等有价值的线索，欢迎提供。专 用邮箱：bianjibu@yicai.com （注：我们会对线索进行核实。您的隐私将严格保密。） 肯德基1987年进入中国市场。截至2025年9 ...

第一财经记者了解到，1月26日起，肯德基对外送产品价格做出小幅调整，平均调整金额为0.8元，堂食 价格保持不变。 肯德基方面表示，为了更好地应对运营成本的变化，保持稳定健康的经营，公司在充分评估后，对部分 外送产品的价格进行了调整。深受消费者喜爱的"疯狂星期四"、"周末疯狂拼"、"OK餐三件套"等优惠 套餐价格，保持不变。 肯德基上一次涨价是大约一年前。2024年12月24日，肯德基启动了调价，是该品牌近两年来首次产品价 格调整。此次调价平均涨幅为2%，具体调整范围在0.5元至2元不等。肯德基称，旨在更好地适应市场 成本变化，确保企业能够持续稳定健康发展。 肯德基1987年进入中国市场。截至2025年9月底，肯德基在中国的门店总数已超过12,600家。肯德基方 面表示，将持续优化成本结构，最大程度为消费者提供高品质与高性价比的产品和服务。 不久前，麦当劳也经历了一次涨价。2025年12月15日，有不少消费者注意到，麦当劳部分餐品的价格有 所上调，涨幅普遍在0.5元到1元不等，包括多款汉堡、小食及套餐等。譬如巨无霸、双层深海鳕鱼堡、 麦香鱼等经典汉堡单价上涨1元；麦乐鸡、那么大鸡排等小食涨价1元，麦麦脆汁鸡、中 ...

2026.01. 26 本文字数：690，阅读时长大约1分钟 作者 | 第一财经 揭书宜 第一财经记者了解到，1月26日起，肯德基对外送产品价格做出小幅调整，平均调整金额为0.8元，堂 食价格保持不变。 肯德基方面表示，为了更好地应对运营成本的变化，保持稳定健康的经营，公司在充分评估后，对部 分外送产品的价格进行了调整。深受消费者喜爱的"疯狂星期四"、"周末疯狂拼"、"OK餐三件套"等 优惠套餐价格，保持不变。 肯德基上一次涨价是大约一年前。2024年12月24日，肯德基启动了调价，是该品牌近两年来首次产 品价格调整。此次调价平均涨幅为2%，具体调整范围在0.5元至2元不等。肯德基称，旨在更好地适 应市场成本变化，确保企业能够持续稳定健康发展。 （注：我们会对线索进行核实。您的隐私将严格保密。） 推荐阅读 比亚迪再出手，中国车市又新增一个汽车品牌 肯德基1987年进入中国市场。截至2025年9月底，肯德基在中国的门店总数已超过12,600家。肯德基 方面表示，将持续优化成本结构，最大程度为消费者提供高品质与高性价比的产品和服务。 不久前，麦当劳也经历了一次涨价。2025年12月15日，有不少消费者注意到，麦当 ...

第一财经记者了解到，1月26日起，肯德基对外送产品价格做出小幅调整，平均调整金额为0.8元，堂食 价格保持不变。 近几年来，由于米面、肉禽、食用油、蔬菜等农副产品价格存在一定的波动性，也对快餐企业的成本控 制和抗风险能力提出了挑战。 肯德基方面表示，为了更好地应对运营成本的变化，保持稳定健康的经营，公司在充分评估后，对部分 外送产品的价格进行了调整。深受消费者喜爱的"疯狂星期四"、"周末疯狂拼"、"OK餐三件套"等优惠 套餐价格，保持不变。 肯德基上一次涨价是大约一年前。2024年12月24日，肯德基启动了调价，是该品牌近两年来首次产品价 格调整。此次调价平均涨幅为2%，具体调整范围在0.5元至2元不等。肯德基称，旨在更好地适应市场 成本变化，确保企业能够持续稳定健康发展。 肯德基1987年进入中国市场。截至2025年9月底，肯德基在中国的门店总数已超过12,600家。肯德基方 面表示，将持续优化成本结构，最大程度为消费者提供高品质与高性价比的产品和服务。 不久前，麦当劳也经历了一次涨价。2025年12月15日，有不少消费者注意到，麦当劳部分餐品的价格有 所上调，涨幅普遍在0.5元到1元不等，包括多款汉堡、小 ...

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].

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].

Core Insights - Consumers are increasingly complaining about the shrinking size of McDonald's burgers on social media platforms, with many comparing the size of burgers to that of earphone cases [2] - McDonald's has acknowledged the issue and reported it to relevant departments, while also raising prices on various menu items by 0.5 to 1 yuan [4] - The company aims to provide high-quality meals and value options, with plans to continue localizing its offerings and expanding its restaurant network in China [5] Group 1 - Consumers have shared photos showing that the size of certain burgers, such as the 23 yuan McDouble, measures only 8 centimeters, leading to dissatisfaction regarding both price increases and smaller portion sizes [2] - Price increases have been noted across multiple items, including a 1 yuan increase for classic burgers like the Big Mac and a 0.5 yuan increase for medium fries [4] - McDonald's China has over 7,500 locations and employs more than 200,000 people, indicating significant growth in the local market [5] Group 2 - The company is transitioning to bio-based packaging, which is expected to reduce the use of petroleum-based plastics by approximately 5,800 tons annually [5] - McDonald's plans to expand its restaurant count in mainland China to over 10,000 within five years, reflecting its commitment to growth in the region [5]

Core Viewpoint - Consumers are increasingly complaining about the shrinking size of McDonald's burgers, with many expressing dissatisfaction on social media platforms, leading to a growing discussion about the perceived decrease in value for money [1][3]. Price Adjustments - McDonald's has raised prices on several menu items, with increases generally ranging from 0.5 to 1 yuan. Classic burgers like the Big Mac and Double Filet-O-Fish have seen a price increase of 1 yuan, while items like McNuggets and medium fries have gone up by 0.5 yuan [6][5]. - The company stated that the price adjustments were made to continue providing high-quality meals and value options to consumers [6]. Consumer Reactions - Many consumers have taken to social media to share comparisons of burger sizes with everyday objects, such as earphone cases, highlighting the perceived reduction in burger size [3]. - Specific examples include a consumer measuring a burger that was only 8 centimeters in diameter, leading to further complaints about rising prices alongside shrinking portion sizes [3]. Company Response - McDonald's official customer service acknowledged the complaints and stated that they have recorded the issue and will provide feedback to relevant departments [5]. - The company is also promoting a "Ten Yuan Eat Burger" event to offer consumers value amidst the price increases [6]. Expansion Plans - McDonald's China is focusing on local high-quality development, with plans to exceed 10,000 restaurants in mainland China within five years, currently operating over 7,500 locations and employing more than 200,000 staff [6].

Core Viewpoint - Consumers are increasingly complaining about the shrinking size of McDonald's burgers, with many expressing dissatisfaction on social media platforms, highlighting a perceived decline in value as prices rise while portion sizes decrease [1][2]. Price Adjustments - McDonald's recently implemented a price increase on many menu items, effective December 15, 2025, with price hikes generally ranging from 0.5 to 1 yuan for various burgers, snacks, and meals [5][6]. - Specific items such as the Big Mac and Double Filet-O-Fish saw a price increase of 1 yuan, while other items like McNuggets and medium fries increased by 0.5 yuan [6]. - Previous price adjustments included a change in delivery fees and packaging charges, which some consumers viewed as a "disguised price increase" despite a reduction in delivery fees [6]. Financial Performance - McDonald's reported third-quarter revenue of $7.08 billion for 2025, reflecting a year-on-year growth of 3%, slightly below market expectations of $7.095 billion [6]. - The net profit for the same quarter was $2.28 billion, a 2% increase year-on-year, while the adjusted net profit was $2.31 billion, showing a slight decline from $2.32 billion in the previous year [6]. Market Expansion - The company reported a same-store sales growth of 4.7% in the international franchise market, including China, where McDonald's holds a 48% stake, with the remaining 52% owned by CITIC Capital consortium [7]. - McDonald's China has accelerated its localization and high-quality development, with over 7,500 stores and more than 200,000 employees nationwide [7]. - The CEO of McDonald's China announced plans to exceed 10,000 restaurants in mainland China within five years [8].

Core Viewpoint - McDonald's, known for its stable pricing, has announced a price increase on certain menu items starting December 15, 2025, with increases ranging from 0.5 to 1 yuan [1][3]. Price Changes - The price of the Double Cheeseburger Meal will increase by 1 yuan, while the Big Mac will also see a 1 yuan increase. Other items like McChicken and medium fries will rise by 0.5 yuan, and desserts such as McFlurry will also increase by 0.5 yuan [3]. - Despite these increases, the "1+1 Flexible Combo," which is popular among budget-conscious consumers, will remain unchanged at 13.9 yuan [3]. Consumer Reactions - The modest price increase has elicited significant reactions from consumers, with some expressing discontent despite the small amount of the increase [3]. - McDonald's has been perceived as a high-value fast-food option for working individuals and students, and the price hike comes at a time when some customers have recently purchased breakfast cards [3]. Quality and Sourcing - There are reports of portion sizes shrinking, with observations that the McSpicy Chicken Burger's bread has become thinner and the amount of lettuce has decreased [3]. - McDonald's maintains a high standard for food quality and hygiene, and it sources 40% of its lettuce from its own farms, which has helped reduce beef costs by 8% [21][23].