To expand in the one of the world’s fastest-growing consumer markets, McDonald’s Corp. is intended to increase the number of franchised stores in China. To underline its high quality and service, the fast food chain will launch a summer ad campaign.

Photo: McDonald’s restaurant in China, Getty images

The ads will feature ‘100% fresh beef’ inscription, farmers picking tomatoes from the vine and chickens eating high-quality feed, reports The WSJ.

The leading fast food chain has opened its first restaurants in China twenty years ago. Now it has 36 franchised stores in the country.

«Right now, it’s a low percentage. But I think that over a very short time, you can get to quite a good mix of stores being franchised,» said Kenneth Chan McDonald’s China Chief Executive Officer. «At the end of the day, McDonald’s is a franchise company,» he added.

McDonald’s Chinese rival Yum Brands also continues to open its venues in China. Now Yum has about 4,500 restaurants under such brands as KFC, Pizza Hut, East Dawning and Little Sheep. McDonald’s owns only 1,400 restaurants in China. However, McDonald’s has serious plans to expand. It opened 200 new stores in China last year, and is aiming to open 225 to 250 new outlets this year.

According to Chan, McDonald’s goal is not only the largest number of restaurants but the best quality and service. In an attempt to gain Chinese customers’ loyalty, McDonald’s has made its food more affordable despite inflation and adapted its menus to the taste of local people.

This summer, McDonald’s will air a series of TV commercials that will demonstrate its quality and good service. Earlier this month McDonald’s launched a campaign to protect its food quality reputation saying it had never used beef treated with ammonium hydroxide to produce hamburgers in China.