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Article Excerpt
Byline: NORMANDY MADDEN
[Shanghai] When mayors in China's interior fantasize about ways to spruce up grimy industrial towns, two things top their wish list: an 18-hole golf course and a McDonald's restaurant.
"Officials all over China call me up, asking us to bring McDonald's to their city, because having our brand there means they have a modern, international, sophisticated city,'' says James Chu, McDonald's Corp.'s director-franchising and government relations for China.
While many Americans view McDonald's as a quick, cheap meal, for hard-working locals in developing markets like China those iconic Golden Arches represent an aspirational, American lifestyle. After all, in a country where the average blue-collar worker earns just $100 per month, a hamburger and fries are a pricey, exotic treat that can easily cost twice the price of a bowl of noodles at a dai pai dong food stall.
As incomes rise, consumers are herding...
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