麦当劳中国区首席执行官带来“麦满分”

    除了在美国等成熟市场实施常规型特许经营模式外，我们还实施了另一种我们称之为“发展型特许经营”的模式。目前在一些麦当劳多年来未能覆盖到的省份，我们正在寻找拥有雄厚财务背景和丰富商业经验的特许经营合伙人。到2011年，中国一共有七家常规型特许经营商和两家发展型特许经营商。比例依然很低，而且短时间内也不会变化。中国市场特许经营的步伐在很大程度上依赖于能否找到合适的合伙人。

    我们目前可以看到中国的经济增速开始放缓。麦当劳准备如何应对这些挑战？

    关注于价值和可负担能力一直以来都是我们的制胜法宝。我们已经推出了多种不同的超值套餐组合，覆盖早餐、午餐以及仅售1-3美元的小食组合。我们希望做到超值，这样中国消费者就能够经常光临，而不仅仅是偶尔出来尝一次。另一方面，我们争取为顾客提供尽可能的便利。我们的连锁店地处最便利的位置，24小时营业。我们不仅要吸引更多消费者来店面消费，我们还会为他们提供外送服务。

    上海有很多麦当劳餐厅都已采用新外观。这种形象转变的目的何在？

    目前我们正在进行大规模改造以便适应不断变化的顾客需求。2013年底，约有80%的麦当劳连锁店都会进行外观改造。根据各个餐厅所在区域不同，设计也会有所区别。在众多年轻职场人士聚集的商业区，麦当劳会开设出售咖啡和甜点的商亭。而在很多年轻家庭居住的区域，我们将会设有供孩子们玩耍或者举办聚会的空间。我们还会为消费者提供诸多便利，比如免费无线网络（Wi-Fi）和麦咖啡（McCafes）。我们希望尽力适应年轻人群的需求，并让他们在店内停留更久。

    随着中国通货膨胀率和劳动力成本的提高，麦当劳如何保持价格低廉？

    这不仅仅是麦当劳遇到的问题，通货膨胀和劳动力成本提高已经影响到了所有人。幸运的是，我们能够运用自身的供应链来获得长期内可预见的价格优势。因此，我们能够将原材料成本降低到市场价格之下。同时生产力和效率问题也是我们所关注的。

    随着新的分店不断开张，你们如何确保食品链条的安全性？

    我们在过去的二十年里一直致力于打造健康的供应链体系。我们从农场到餐厅的整个业务流程都在严格标准控制之下。大约有95%的食材都是严格按照麦当劳的安全标准在国内生产的。我们努力与中国政府和食品监管部门沟通，并对公众保持透明，以便公众能够了解这些努力。对各家连锁店，我们都会开展广泛培训并实施严格标准。

    In addition to the conventional franchise model in mature markets like the U.S., we also implement what we call a "developmental licensee" model. In certain provinces where we don't have the capacity to reach out for many years, we are looking for licensee partners who have strong financial backgrounds and strong business experience. China had seven conventional licensees and two developmental licensees as of 2011. It's still a very low percentage and over a very short time that will change. The pace of franchising in China depends largely on finding the right partners.

    We are now seeing slower economic growth in China. What is McDonald's doing to cope with these challenges?

    A key winning strategy has always been our focus on value and affordability. We have launched different types of value meals packages -- breakfast, lunch or snacks costing from $1 to $3. We want to be affordable so Chinese consumers can come here often and not just as a treat. On the other hand, we strive to provide convenience -- our stores are in the most convenient locations and we are open 24 hours. Not only do we invite more people to come to us, we also go to them through our delivery services.

    Many of your restaurants here in Shanghai seem to have new looks. What's behind the image makeover?

    We are reinventing ourselves to adapt to the changing constituency. By the end of 2013, about 80% of our restaurants will undergo reimaging. The design will vary by areas. In business districts with many young professionals, we have kiosks for coffee and pastries. In areas with young families, we reserve places for kids to play or host parties. We also offer customer-friendly amenities like free Wi-Fi and McCafes. We want to stay relevant to the younger population and make them stay longer.

    With the high inflation rate and rising labor costs in China, how does McDonald's keep its prices down?

    This is not just a McDonald's issue. It's affecting everyone. Fortunately, we are able to use our supply chain to get long-term predictability pricing. As a result, we have managed to keep our material cost lower than the market rate. We are also focusing on productivity and efficiency.

    With the opening of new franchised stores, how do you guarantee the safety of your food chain?

    We have spent twenty years building a wholesome supply chain system and our stringent standards covers the overall process, from the farm to the restaurant. About 95% of our ingredients are produced here under our safety protocol and standards. We try to communicate with the government and food authorities here and we are transparent to the public so they understand the kinds of effort we have made. We have extensive training and stringent standards for franchisees.