Development in APMEA
In Asia, the number of restaurants was 2,146 in 2016, reaching 2,179 in 2018. There, high-growth markets were China, Indonesia, Malaysia, the Philippines and Thailand. The store count in the Pacific region has also risen. In the Middle East, the number of restaurants has increased from 1,285 stores in 2016 to 1,435 stores in 2018.
McDonald’s business model
McDonald’s is shifting its business model primarily towards franchising. In 2017, there were 34.1 thousand franchise restaurants and only 3.1 thousand company-owned restaurants. While Australia and New Zealand still belong to the brand’s international operated markets, restaurants in Asia and the Middle East are now part of the international development licensee program. The fast food chain has become especially popular for its local food variations in different countries, for instance serving the Samurai Pork Burger in Bangkok or the Green Tea and Red Bean Sundae in Hong Kong. It was also the most visible brand on social media in terms of the number of Instagram and Twitter photos where the brand appears in.