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On July 17, employees of nearly 4,000 McDonald's restaurants across the country changed into new uniforms. This is the seventh generation of uniforms tailored for restaurant employees by McDonald's China after a lapse of ten years.

"By 2028, the number of McDonald's restaurants in mainland China will exceed 10,000," said Zhang Jiayin, CEO of McDonald's China.

McDonald's entered the Chinese mainland market in 1990. In 2017, McDonald's China became McDonald's largest international franchise market in the world, and CITIC Consortium became the controlling shareholder. It was in this year that McDonald's China entered the "Golden Arches Era". In the past seven years, McDonald's China has accelerated its localization development, with more than 6,000 restaurants, more than double the number in 2017, and more than 200,000 employees, of which more than 65% are born after 1995. At present, the total number of employees in McDonald's 500 restaurants in Shanghai is close to 13,000, of which nearly 60% are young people born after 1995.

Like McDonald's, KFC has continued to promote its localization process in the Chinese market since entering the Chinese market in 1987. In December 2023, the number of KFC stores in mainland China has exceeded 10,000.

Focusing on the sinking market is the common goal of McDonald's and KFC at present.

A reporter from China Business News learned that while the number of stores has doubled, McDonald's is also sinking more into China's lower-tier cities. Before the "Golden Arches" era, McDonald's focused more on market development in first- and second-tier cities. Now, about 50% of McDonald's restaurants are located in third-, fourth- and fifth-tier cities. Of the 10,000 restaurants to be opened by 2028, lower-tier cities will also account for half of the volume.

KFC's next goal is to reach more than 700 million Chinese consumers with its food and services by 2026, a population size increase of more than 50%. KFC parent company Yum China CEO Joey Wat once said: "We currently only serve one-third of the Chinese population, and our goal is to serve half of the Chinese population by 2026. Currently, more than half of our new stores are located in low-tier cities to meet the needs of urbanization and consumption upgrades in these areas."