McDonald's China to upgrade value propositions in 2025

McDonald's China has recently announced plans to enhance its four key value initiatives in 2025 to align with evolving consumer needs and market trends.

Phyllis Cheung, CEO of McDonald's China, emphasized the company's strategy to leverage its system advantages, including supply chain efficiencies, operational excellence and digital capabilities, to focus on offering value products.

"On the foundation of high-quality food, we will innovate diverse consumption scenarios to create more possibilities for a better life," Cheung said.

Among the updates, the Big Bite Meal will become a permanent menu offering next year, with quarterly updates to meet changing consumer preferences.

The popular BA 1+1 value initiative, launched in 2019, will continue to allow consumers to customize their meals for 13.9 yuan.

McDonald's China will also expand benefits for its more than 300 million registered members. My Gold Card subscription program will introduce a new feature, offering a 40 percent discount on three items of the customer's choice, including burgers, snacks, desserts and beverages.

The company's McValue proposition is built on consumer insights and market research. Through collaborations with Sina Weibo and Sina News, McDonald's analyzed over 40,000 samples, trending topics on social media and third-party reports to understand young consumers' attitudes toward dining and their expectations for the brand.

The findings identified five key dining trends: value-seeking, a preference for simple and transparent consumption experiences, the need for emotional satisfaction, demand for personalized dining options and prioritization of taste and flavor.

Serving over 1.2 billion customers annually, McDonald's China continues to focus on its core audience of young consumers while adapting its offerings to meet their changing demands, said the company.