McDonald's withdrawing from Taiwan? McDonald's: brand strategy

A bombshell in the restaurant industry! McDonald's withdrawing from Taiwan? Operator: will sell operating rights

News has suddenly broken that McDonald's is withdrawing from Taiwan. The Ministry of Economic Affairs stresses that this should be an operational strategy adjustment made because McDonald's hopes to raise its global brand licensing ratio to 90 percent. This is a characteristic of the restaurant industry, and foreign investors' assessment of Taiwan's investment environment has not worsened.

However, regarding the sudden news that McDonald's is exiting Taiwan, the Ministry of Economic Affairs, which is responsible for attracting foreign investment, is still quite concerned. Lien Yu-ping, director-general of the Ministry of Economic Affairs' Investment Commission, said it has been in close contact with McDonald's to understand the situation, but stressed that, according to the Ministry of Economic Affairs' information, McDonald's operating goal is very clear: to raise the global franchise ratio to 90 percent, that is, to shift mainly to operating through licensing.

McDonald's, the fast-food leader that came to Taiwan thirty-one years ago, has been reported to be withdrawing from Taiwan through its subsidiary because of poor operating conditions. On June 24, McDonald's issued a statement stressing that this is only a global strategy adjustment and that it hopes to find a licensing partner in Taiwan. However, Uni-President Group, which was named as a possible taker, responded that it had not heard of this. McDonald's currently has more than 400 stores in Taiwan, and brand licensing also means that the foreign investment team will withdraw from Taiwan.

According to media reports, McDonald's is withdrawing from Taiwan, and McDonald's also issued a statement saying that the head office has decided to seek an appropriate licensing development partner in Taiwan. That means nearly 350 directly operated stores across Taiwan and about 16,000 employees may get a new boss. But who will take over remains a mystery, and it is expected to be revealed by the end of the year.