Q: Drive-throughs have been around in the United States and other markets for
many years. Why are you picking this time to introduce them in such a big way in
China?
A: China's growing car ownership prompted us to expand the drive-through
business. Changing lifestyles and a growing acceptance of more diverse foods are
creating a fertile environment for the drive-through business.
Q: What are the cost advantages or disadvantages of drive-throughs compared
to your traditional restaurants?
A: The costs for drive-throughs which will feature space for 30-50 cars,
indoor seating and Wi-Fi equipped restaurants are higher than for conventional
restaurants. But we expect that the return on drive-throughs will more than
justify this increased investment, with research suggesting there is huge demand
for the service in China.
Among customers visiting our drive-throughs, 30 per cent
choose to use the drive-through facilities instead of going inside the stores,
compared to 65 per cent in the United States, where we have had a drive-through
service since 1975.
Q: What are the future prospects for the development of drive-throughs in
China?
A: We have signed a contract with Sinopec to jointly explore locations for
drive-through stores. With more than 30,000 existing petrol stations in the
country and an average increase of 500 stations per year, Sinopec is a perfect
partner to help us expand our drive-through business in China.
Q: Will the focus on drive-throughs take business away from your traditional
restaurants?
A: Drive-throughs will not benefit in any way at the expense of McDonald's
traditional restaurants, with additions to the menu, including the recent
arrival of the quarter-pounder, benefiting both our conventional and
drive-through businesses.
Q: Many international fast food chains are competing fiercely in the China
market and many more are coming. How are you coping with this increasingly
intense competition?
A: The threat from competitors doesn't concern me much. I believe that
McDonald's will be ok as long as it listens to its customers.
The key measurement to define our success is customer satisfaction.
Q: Are there any major obstacles to McDonald's development in China?
A: Obstacles no, opportunities yes.
McDonald's will grow with our customers, gaining more and more momentum and
evolving along with our customers' changing lifestyles and expectations.
(China Daily 10/11/2006 page11)
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