This Day, That Year

40 years on

On Oct 8, 1990, McDonald’s, the fast-food chain from the United States, opened its first restaurant in China in Shenzhen, Guangdong province.

At the time, people considered such food an exotic experience in the wake of the reform and opening-up policy.

The outlet is still serving Chinese customers, who line Editor’s note: This year marks the 40th anniversary of China’s reform and opening-up policy. up to buy its hamburgers, fries and ice cream. The only difference is that their view of Western fast food has changed a lot.

Following Kentucky Fried Chicken’s first Chinese outlet in 1987 and the first McDonald’s, Western fast-food chains have significantly expanded their presence in China on the back of the country’s rapid development.

Competition remains fierce in the industry, with more menus and new eating experiences being offered to attract customers.

McDonald’s offerings in China include meals targeting local palates.

In 2015, the chain opened four “do-it-yourself” burger concept stores in Shanghai and Guangzhou, Guangdong, as part of global efforts to lure consumers to its outlets.

By the end of last year, McDonald’s China had more than 2,600 restaurants in the Chinese mainland, servicing more than 1.3 billion orders.

Although it has expanded rapidly, McDonald’s has seen its market share in China decline from 7 percent in 2013 to 5.8 percent last year, according to Euromonitor International’s data about the chained consumer food service sector.

In August last year, Chinese conglomerate CITIC Group acquired a majority stake in the company’s restaurants in the mainland and Hong Kong.

The new partnership plans to further accelerate expansion by opening 2,000 new restaurants in the coming four years, and plans to have 4,500 outlets in the country by 2022.