Losers - Stop Press - McDonald's Corp,, Beijing, China - Brief Article

Business Asia, March, 2002

McDonald's Corp, which has run fast-food outlets in China for 12 years, will remove its signature golden arches from 30 of 81 outlets in Beijing after city officials called the advertising "unsuitable". Beijing's Government wants to remove outdoor advertising that it deems incompatible with local neighbourhoods, the Beijing Youth Daily said, citing city Deputy Director Liang Guangsheng.

Liang didn't say why golden arches are considered inappropriate to their surroundings. Compliance with the directive will cost the world's largest restaurant chain business because 70 per cent of customers are enticed into the restaurants by the golden arches and red signs sifting atop poles outside the outlets, a local McDonald's official was cited as saying. "We are now talking with relevant government departments on this issue," said Zhang Ziyun, director of public relations at Beijing McDonald's Food Co. "We will respect Government regulations and act accordingly."