Golden Arches East: McDonald's in East Asia

Golden Arches East: McDonald's in East Asia

Golden Arches East: McDonald's in East Asia

Golden Arches East: McDonald's in East Asia

Excerpt

On November 22, 1994, the Wall Street Journal announced that the world's busiest McDonald's restaurant, located in the heart of Beijing, would have to move to make room for a new commercial development. Within hours the story was picked up by wire services and splashed across the pages of newspapers and magazines around the world. McDonald's managers had situated their first Beijing outlet within a stone's throw of Tiananmen Square, one of China's primary tourist spots and a public arena for the celebration and contestation of Chinese national identity. News of the move came as a shock to company officials who were operating on the assumption that they had a 20-year lease on the premises. The message of the surprise relocation far outweighed its immediate commercial impact: If this could happen to McDonald's, potential investors reasoned, no one was safe.

Under ordinary circumstances, news of a restaurant relocation is unlikely to attract much attention. But this, of course, was no ordinary restaurant: it was McDonald's. The very name, its "Mc" prefix, and the ubiquitous Golden Arches are . . .

Author Advanced search

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.