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Case
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Reference no. W37579
Subject category: Strategy and General Management
Authors: Fabrizio Di Muro (Faculty of Business and Economics, University of Winnipeg)
Published by: Ivey Publishing
Originally published in: 2024
Version: 2024-09-12
Length: 11 pages
Data source: Published sources
Topics: Market development; International expansion; Store placement; Location strategy; Growth plan; Fast-food market; China expansion; Competitive landscape; Market analysis; Expansion strategy; Foreign market; McDonald's; Restaurant placement; Global strategy; International marketing
Share a link: https://casecent.re/p/201803
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Abstract

In December 2023, McDonald's Corporation (McDonald's) announced an ambitious growth plan that involved reaching 50,000 restaurants by 2027. In order to reach this unit count goal, McDonald's planned to open approximately 7,000 new restaurants in China. The Chinese fast-food market was one of the world's largest and was expected to grow in 2024 and beyond. Yet, it was littered with strong competition from both large US chains and local competitors. To further complicate matters, there were rising geopolitical tensions between China and Taiwan. Should McDonald's chief executive officer Chris Kempczinski have expanded the company's operations in China? If so, where should McDonald's have opened its new restaurants?

Teaching and learning

This item is suitable for undergraduate and postgraduate courses.
Location:
United States
Industry:
Accommodation & food services
Size:
Large
Other setting(s):
2024
New product
Teaching note
-
Reference no. W37580
Subject category: Strategy and General Management
Authors: Fabrizio Di Muro (Faculty of Business and Economics, University of Winnipeg)
Published by: Ivey Publishing
Originally published in: 2024
Version: 2024-09-12
Length: 10 pages
Data source: Published sources
View full details

About

Abstract

In December 2023, McDonald's Corporation (McDonald's) announced an ambitious growth plan that involved reaching 50,000 restaurants by 2027. In order to reach this unit count goal, McDonald's planned to open approximately 7,000 new restaurants in China. The Chinese fast-food market was one of the world's largest and was expected to grow in 2024 and beyond. Yet, it was littered with strong competition from both large US chains and local competitors. To further complicate matters, there were rising geopolitical tensions between China and Taiwan. Should McDonald's chief executive officer Chris Kempczinski have expanded the company's operations in China? If so, where should McDonald's have opened its new restaurants?

Teaching and learning

This item is suitable for undergraduate and postgraduate courses.

Settings

Location:
United States
Industry:
Accommodation & food services
Size:
Large
Other setting(s):
2024

Related

New product
Teaching note
-
Reference no. W37580
Subject category: Strategy and General Management
Authors: Fabrizio Di Muro (Faculty of Business and Economics, University of Winnipeg)
Published by: Ivey Publishing
Originally published in: 2024
Version: 2024-09-12
Length: 10 pages
Data source: Published sources
View full details