Recently, it has been reported that McDonald's main products will have a full price increase starting from December 27th. On December 27th, the reporter visited McDonald's stores in Tianhe District, Guangzhou. Many customers expressed understanding of the price adjustment, but were dissatisfied with the "shrinkage" of their products in recent years. "They don't accept that their burgers are getting smaller and smaller!"
The Guangzhou Tianhe Shopping Center is located near Gangding Metro Station, surrounded by two universities, Jinan University and South China Normal University, as well as a hospital from Zhongshan Third Hospital. On the morning of the 27th, the reporter arrived at the store and found that the price increase incident had not affected the store's business, and there were still many customers dining here.
The reporter found through comparison that McDonald's main products have all been raised by 0.5 yuan, involving 90% of hamburger snack products. At the same time, McDonald's membership packages will also increase by 1 yuan. However, the price of the "1+1 as you please" package, known as the "poor package" by netizens, will remain unchanged. The reporter also confirmed this news with the on duty staff. When asked if there were any customers inquiring about the price increase, the staff said, "Everyone will notice the price increase when they check out, but no one is asking about it."
Due to McDonald's proximity to the school and fast food delivery, many students have expressed that they may eat McDonald's three or four times a month. However, in view of the high price of the single item, people tend to buy coupons in Meituan, Tiktok and other platforms, or choose the "1+1 poor package". The price increase this time is mainly aimed at adjusting the prices of individual products, so the impact of this price increase on this group of students is not significant. A female student from Jinan University said, "The single item is too expensive to afford, and the price increase doesn't have much impact."
Many students have expressed some understanding of McDonald's price increase, but are dissatisfied with the "shrinkage" of the product. A female classmate from Jinan University said, "I can accept its price increase, but I cannot accept its hamburgers getting smaller!" Many interviewees have mentioned that McDonald's has been reducing product sizes in recent years, which is equivalent to a disguised price increase.
Coincidentally, customers celebrate their birthday at McDonald's
The reporter learned that in the past three years, McDonald's has conducted multiple rounds of price adjustments in the Chinese market, and the prices of various dishes have increased by 0.5 to 3 yuan. In January of this year, the price of the "Poor Ghost Package" increased by 1 yuan, from 12.9 yuan to 13.9 yuan. A male student from Jinan University stated that he initially frequently ordered "1+1" packages, but felt that the price increase was not cost-effective enough, so he opened a McKinsey membership card. He found that this price adjustment had affected the prices of McDonald's member packages. Coinciding with the opening of Burger King next door to McDonald's, he said he would try Burger King. If the taste is suitable and McDonald's continues to raise prices, he will consider giving up consumption at McDonald's.
Since its entry into China in 1990, McDonald's has been accompanied by many childhood memories of the post-90s and post-00s. The recent rise of the "Maimen" craze on social media has once again sparked a lot of people's pursuit of McDonald's. A student from South China Normal University said, "McDonald's has enough affinity for the younger generation, and brand trust will not easily change." Therefore, they still choose to study or chat in McDonald's, a relaxed and comfortable environment.
Overall, McDonald's still has strong appeal among young consumers. But in the context of intensified market competition, if the increase exceeds consumers' psychological expectations, they may also turn to McDonald's competitors.
