Much of McDonald's Corp.'s success in China -- 42 consecutive months of revenue growth -- is based on its four-year-old five-point strategy focused on product, people, place, price and promotion.

Here's how that strategy plays out in China, the company's most important growth market over the next 10 years: McDonald's has tailored a menu to Chinese tastes, and Robin Chi, 23, appreciates the effort.

This year, the company introduced the Mega Mac: a Big Mac with four beef patties, and a Quarter Pounder. After years of pushing its chicken products, figuring they resonate better with the Chinese diet, the chain recently decided to focus more on selling hamburgers. Chinese consumers associate beef with strength and energy, management said, noting a 60 percent increase in sales of beef products. The last new beef product the company added in the United States was the quarter-pound Big N' Tasty burger in 2001.

Beef products now account for 35 percent of McDonald's sales in China. Chicken items make up 55 percent, and fish another 10 percent. And McDonald's is spicing up the beef and other menu items to Chinese standards. That new Quarter Pounder has a spicy sauce, tomatoes and cucumbers, replacing the blander pickles found on the U.S. version.

The McPepper currently being promoted is a black-pepper-sauce-seasoned double-patty burger. Quarter Pounders also come in Brazil Black Pepper and Cucumber Vegetable versions. A grilled chicken sandwich, a chicken filet burger, the Filet-O-Fish and McWings all come in spicy varieties.

The more intense flavoring is spreading to its beverage offerings, with the company recently introducing a peppermint-flavored soda and root beer. And many of the new sandwiches are larger, including a sub-length Filet-O-Fish and the McArabia, which has two chicken patties.

Source:佚名