Fast food promotion to cook up fights

(China Daily)
Updated: 2009-11-12 11:17

McDonald's has cut its prices for the second time this year, and may prompt other fast food chains to lower their prices, analysts say.

McDonald's yesterday began offering price reductions on its extra value lunch combos in 19 cities until Dec 29.

Zhang Yue, a consultant who has been following the Chinese consumer market for more than 10 years, said McDonald's lagged behind some of its competitors in Beijing.

Zhang said the financial crisis had pushed the company to launch more campaigns in order to secure customers.

Zhang Jiayin, chief marketing officer of McDonald's China, said the 15 yuan lunch combos were very competitive compared to other fast food restaurants in China.

This is the second time that McDonald's has cut its prices in China, which is one of the fastest growing fast food markets in the world.

In February, McDonald's announced that it had cut prices on more than 40 percent of its products.

McDonald's major rival KFC said it had no plans to cut its prices but would continue with its regular seasonal promotions.

Staff at the fast food chain Dicos and Subway said they had not received any information about new price reductions.