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The Digital Transformation Path and Challenges of McDonald’s China

In: Proceedings of the 2025 International Conference on Hybrid Commerce, Human Capital, and Economic Dynamics (ICHCH 2025)

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  • Baochuan Ma

    (Durham University Business School, Durham University)

Abstract

In today’s digital wave, many traditional chain enterprises are starting digital transformation due to technological advances and new consumer habits. This has led to new pressures of brand competition. As the most valuable fast food brand in the world today, McDonald’s naturally got involved in this transformation early on. Therefore, this paper aims to analyse McDonald’s transformation achievements and flaws in one country and provide follow-up plans. McDonald’s competitors can also refer to these plans. More specifically, this paper uses SWOT to analyse McDonald’s China’s current internal and external transformation. Internally, McDonald’s has a strong brand foundation, ample funding and years of collected data. These are considered the foundation of its digital transformation. But its internal problems are inadequate services and a high proportion of temporary workers. In terms of external opportunities, China’s digital economy accounts for 39.8% of GDP. The country also has a highly educated population and a huge food delivery market. However, the threat lies in the digitisation of competitors and the improvement of China’s data-related laws. Ultimately, McDonald’s can maintain its advantage through the three-stage plan outlined in this article while reducing the issues mentioned above. This article believes that this will help improve its competitiveness and customer satisfaction.

Suggested Citation

  • Baochuan Ma, 2026. "The Digital Transformation Path and Challenges of McDonald’s China," Advances in Economics, Business and Management Research, in: Ata Jahangir Moshayedi (ed.), Proceedings of the 2025 International Conference on Hybrid Commerce, Human Capital, and Economic Dynamics (ICHCH 2025), pages 104-110, Springer.
    • Handle: RePEc:spr:advbcp:978-2-38476-585-0_13
    DOI: 10.2991/978-2-38476-585-0_13
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