麦当劳中国区首席执行官带来“麦满分”

    1992年，全球最大的快餐连锁企业麦当劳在中国首都北京开设分店。这是麦当劳在中国的第二家连锁店，位于北京繁华的商业街上，离中国的政治中心不远。开业当日，该餐厅接待了大约四万名顾客。在高峰时段有超过500人在外面排队，热切地等候品尝美式快餐。当时每顿饭花费大约15元人民币（3.50美元），相当于普通工人月工资的六分之一。中国老百姓为充满异国情调的食品名称“汉堡包”、精致的包装和巨无霸的新奇口味激动不已。在他们看来，麦当劳是美国现代富足生活的标志，而中国正努力赶上。

    从那以后，麦当劳的金色拱门开始在中国迅速扩张。现在，麦当劳在中国拥有超过1,400家连锁餐厅，中国已成为麦当劳全球第三大市场。2011年，麦当劳在中国开设了200家分店，创造了一项新记录。公司计划在2012年新开225至250家分店。

    在中国，数不清的食品安全丑闻已经让人们对餐厅食品的信心大为降低。麦当劳自身也遭遇过食品安全危机，但几乎没受到什么损失。三月份，麦当劳在北京的一家餐厅被指控销售过期食物，导致群情哗然，尤其是麦当劳不久前刚播放了新的广告片，恰好是宣传食品安全和质量重要性的。麦当劳公司迅速对此做出了反馈，开展调查并且邀请政府媒体前来审查餐厅的食品准备流程。尽管出现了这一事件，但麦当劳宣布在2012年第一季度公司净收益增长达7%，亚太地区可比销售额增长了5.5%。

    最近，在上海一家西式购物中心的麦当劳分店内，麦当劳中国区首席执行官曾启山接受了《财富》杂志的采访。走进这家人头攒动的餐厅，感觉就像是走进了一家时尚的欧式咖啡厅，米色、绿色和红色的背景墙上都是抽象派的壁画。曾启山，现年47岁，这位新加坡人1993年在麦当劳开启了自己的职业生涯。2009年起，曾启山开始担任麦当劳中国区首席执行官。

    《财富》：麦当劳目前正面临强敌肯德基的竞争。肯德基在中国的市场份额更大，拥有大约3,500家连锁店。你打算如何占据更多的市场份额呢？

    曾启山：我们并不追求连锁店的数量最多，但我们希望提供最好的质量和最佳的服务。我们希望吸引更多的消费者并增加同店销售额。2012年，我们会将总投资额提高50%，增加更多的汽车餐厅和甜点亭并延长供应时间来提高现有餐厅的销售额。我们不仅要请顾客进店消费，还要为他们提供快捷的送餐服务。我们希望做到消费者在任何时候、任何地点都能够便利地获得麦当劳的服务。

    我们的另一项当务之急是开设新的分店。除了开设自营餐厅外，我们还在逐步发展特许经营业务。毕竟麦当劳是一家特许经营型的企业。目前全球范围内80%的麦当劳餐厅都是由特许经营商加盟运营的。而在中国，2011年我们仅授予了36家餐厅特许经营权。这正是我们目前正在努力的领域。

    In 1992, when the world's largest McDonald's opened up in China's capital city of Beijing. China's second outlet, the Beijing McDonald's was located on the city's busy shopping street, not far from the Communist headquarters. On its first day, the restaurant served about 40,000 customers. At its peak time, more than 500 people lined up outside, waiting anxiously to try a piece of Americana, with each set meal costing about 15 yuan ($3.50) - one sixth of a worker's monthly salary. The exotic name, han bao bao (hamburger), the elaborate packaging and the novel flavor of a Big Mac thrilled ordinary Chinese, who saw McDonald's as a symbol of the modern and wealthy America that their own country tried to emulate.

    Since then, the golden arches have spread fast -- McDonald's now owns more than 1,400 restaurants in China, which is the company's third-largest market. In 2011, the company set a new record by opening 200 stores. It plans to open between 225 and 250 outlets in 2012.

    In China, numerous scandals relating to food safety have undermined people's confidence in restaurant food. McDonald's has had its own safety crisis – and emerged virtually unscathed. In March, a McDonald's store in Beijing was accused of selling food beyond its expiration date. The incident caught the public by surprise, especially since the company had just aired a new ad campaign touting the importance of food safety and quality. McDonald's responded swiftly, launching an investigation and inviting the government media to scrutinize its food preparation process. Despite the incident, the world's largest fast food chain reported an impressive 7% net income rise in the first quarter of 2012 and a 5.5% comparable sales increase in the Asia/Pacific region.

    Kenneth Chan, McDonald's China CEO, recently spoke with Fortune at a McDonald's store inside a Western-style shopping mall in Shanghai. Walking into the crowded restaurant felt like stepping into a hip European-style coffee house, with abstract wall paintings on beige, green and red backgrounds. Chan, 47, is a Singaporean native who started his career at McDonald's in 1993 and has been CEO in China since 2009.

    FORTUNE: McDonald's (MCD) is now facing a formidable competitor -- KFC (YUM) has about 3,500 stores in China and has a larger market share. How do you plan to capture more of the market?

    Chan: We are not looking to be the largest in terms of the number of outlets, but we want to be the best-quality, best-service restaurant. We hope to attract more and more customers to increase same store sales. In 2012, we'll increase our overall investment by 50% -- adding more drive-thrus, dessert kiosks and extended hours to help grow sales at existing stores. Not only do we invite customers to come in, we also reach out to them through our fast delivery services. We want to be available anytime and anywhere for our customers.

    Opening new restaurants is another top priority. In addition to opening our own restaurants, we have stepped up our franchise programs. After all, McDonald's is a franchise company. At present, 80% of McDonald's worldwide are owned by franchisees; in China, only 36 restaurants were franchised by 2011. We are working hard on this.