Set to kick off next week, the campaign will be spearheaded by a TVC explaining how the drive-through works, according to McDonald's China VP and chief marketing and corporate affairs officer, Gary Rosen. "It will showcase the location, how it is set up, and how consumers use it," he said.
Targeted at adults and families, McDonald's chiefs are confident the free-standing restaurant will attract plenty of interest, especially from the growing number of consumers with cars.
While most drive-throughs worldwide have only two windows, the new restaurant would include three, allowing for face-to-face interaction during the buying process, rather than the first, more common station, which uses a two-way speakerphone.
The move brings McDonald's into line with rival KFC, which became the first chain to offer drive-through restaurants in China, with a Beijing store in 2002.
McDonald's rolls out China drive-through ad blitz
McDonald's China will roll out an integrated campaign to launch its first drive-through restaurant in China.