 15-Jan-18, South China Morning Post 

The use of digital marketing, electronic payments and delivery have helped McDonald’s develop a unique growth strategy in China that could serve as a role model for its home market in the United States, said the head of Citic Capital Holdings, which co-owns 52 per cent of the fast-food chain’s China and Hong Kong business.

Image: AP / SCMP

In China, mobile payment operators such as Alipay and WeChat Pay have facilitated delivery services not only by fast-food chains, but also increasingly by brick-and-mortar retailers of fresh produce.

Aside from electronic payments, digital marketing has also been instrumental in McDonald’s growth strategy. One example which has worked well in China is the use of digital coupons, with which customers can redeem discounted food items.

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 Financial Services insights