McMadness Across China: New McDonald's Deal Takes Country By Storm
Havoc has erupted at the counters, and queues are rolling far beyond the front doors of many McDonald's all over China. One may easily mistake it for some kind of fast food-based mutiny. It might also remind you of walking past the train station on Chinese New Year. In fact, it's just the result of some clever marketing and some very cheap meals.
As of daytime Wednesday, while the public was still reminiscing 10 years since the sensory overload that was the 2008 Olympic Games, the Golden Arches hatched a master plan to catch the Chinese public completely by surprise. The “8.8” members deal sent the public into a complete frenzy, announcing huge discounts on specific items over the next 28 days in conjunction with the 50th anniversary of the Big Mac.
As word spread of the first deal of the month-long food fest – a mighty grilled chicken sandwich down to RMB 5 if you paid cashless – hungry customers flocked to their nearest Mickey D’s, where scene all over the country quickly became a sight to behold. Some queues led far out of the front door, while others weren't so much lines but rather multi-limbed and pulsating scrums.
Many stores could not deliver orders efficiently enough, causing mass disorganization and chaos therein. Given that the deal also applies when ordering online, you may have even noticed the sudden increase of 外卖哥s (wai mai guys) on the roads of Beijing.
Amidst the flood of customers lined up (or not) awaiting their meals was an air of fulfillment, not only for the patrons who scored a great deal, but also for McDonald’s. Yesterday’s scenes represent a love shared between China and enterprise, a symbol of economic growth and prosperity of the country's middle class, and most importantly perhaps, the growing role of technology in peoples lives.
This type of sales event has only been possible in the past few years; word of the deal was spread via social media, the deal applied only to those who could pay digitally (and in doing so signed up to McDonald's official account), as well as the sheer volume of people that have access to a higher disposable income (as well as the time and willpower to spare to spend it). The people have spoken with their money in droves, and once again, McDonald’s comes out richer.
This isn't the first stunt McDonald's has pulled to capture the hearts and minds of Chinese customers. In Beijing (mostly around the Gongti area), six McDonald's stores recently redesigned their interiors to match the green jerseys of the capital's home football team, Beijing Guo'an. In doing so, football fans continue to give McDonald's endless praise for championing their beloved team as well as lip service for the targeted deals rolled out to Guo'an fans as part of the ongoing collaboration between the football team and the American fast-food giant.
Only time will tell how long this specific 8.8 buying craze will last. Perhaps the hype will tail off towards the end of the 28-day fixed period or it might even become the month-long junk food equivalent of 双十一 (Double Eleven), the country's seemingly never-ending shopping holiday. If you do dare to venture in around dinner, we suggest you don your sharpest elbows and prepare to settle in for the evening.
