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在线翻译:
szdaily -> Business
McDonald’s to hire 9,000 in SZ in digital push
    2017-May-15  08:53    Shenzhen Daily

    Liu Minxia

    mllmx@msn.com

    IN support of its drive to digitalize all its restaurants, McDonald’s Shenzhen division is going to recruit 9,000 new employees this year to help diners get used to the digital transformation that has brought self-service kiosks among other tech elements to more than 1,000 of its outlets throughout China, including 170 in Shenzhen.

    Illustrating to reporters how an upgraded restaurant caters to diners at its oldest Chinese outlet in the Dongmen area Saturday, Zhang Jianzhou, general manager of McDonald’s Shenzhen division, said the recruitment drive will start Saturday and roughly 70,000 new employees are expected to be recruited throughout China.

    To keep stride with the tide of the digital era, the international fast-food giant started in December to upgrade stores by erecting self-service kiosks that allow diners to create their own hamburgers and desserts with a few simple clicks, instead of talking to humans to order from a set list of menu items. It hopes to complete upgrading the 1,600 McDonald’s outlets in China by the end of the year.

    To help diners adapt to the change, McDonald’s is designating waiters and waitresses to stand by the kiosks to offer help, said Zhang. Instead of asking the diners to take their food to the table by themselves, waitresses at the upgraded outlet will bring the food to the table. It will also offer other new services including party planning.

    Wooing the taste buds of a growing middle class that favors imported food, McDonald’s enlisted Spanish chef Ramon Freixa to create two new hamburgers with beef imported from Australia and other imported ingredients, said Zhou Liying, operation manager of McDonald’s Shenzhen division.

    Other highlighted tech elements include mobile payment, which McDonald’s has started to introduce to its restaurants since 2014. Roughly 60 percent of Chinese consumers prefer mobile payment, while the proportion among consumers aged between 18 and 24 years old as high as 76 percent, a recent Deloitte survey found. Restaurants are the place where consumers use mobile payment most often, the survey showed.

    At McDonald’s, mobile payments account for 45 percent of payments, Zhang said.

    To fight for a slice of the evolving fast-food ordering market, the U.S. fast-food brand rolled out its mobile app in several Chinese cities in April, allowing diners to order online, Zhang said.

    The rise of third-party fast-food ordering platforms such as Baidu Takeout and Meituan.com has put pressure on traditional fast-food restaurants. Growth of China’s saturated fast-food market is expected to slow to 4 percent in 2019, less than one-third of that 10 years ago, Euromonitor International statistics showed.

 

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