Normally, McDonald's Corp. doesn't shutter a restaurant three weeks after opening it. Yet it has opened four restaurants inside the Beijing Games, a market that later this month will fold up like a carnival.
But don't imagine McDonald's selling cheeseburgers out of a tent. It has spent months constructing four large eateries whose doors will close Aug. 26, barely three weeks after opening.
These temporary McDonald's reflect a company quest to be the dominant diner on the world's largest stage, an opportunity that comes at the astronomical cost -- as much as an estimated $80 million -- of being a top Olympic sponsor. Inside the Games, visitors, athletes and journalists looking for a bite to eat will see little other than the Golden Arches, like it or not, and McDonald's hopes they will like it.
But there's the rub: In markets around the world, McDonald's modifies its menu to accommodate local taste. So how does it serve an Olympic audience that is Asian, European, African, Australian and American?
As it has in past Olympics, McDonald's, Oak Brook, Ill., decided this year to stick with what made it famous -- Big Macs, Chicken McNuggets and french fries. As part of a world-wide effort to boost breakfast sales, the Egg McMuffin is making its Olympic debut.
Not that local tastes are being ignored. The menu features corn kernels, a staple of McDonald's Chinese menu, along with a chicken sandwich flavored to appeal to local palates.
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