Beijing Boyce

After passing the “golden arches” sign a half-dozen times this past week, I finally headed to the basement of Sanlitun Village to check out the new McDonald’s. I’ll put aside that this place feels out of sorts in Sanlitun and, at least to me, fits not that “community” spiel continually peddled by Swire management (I wouldn’t be surprised if these guys allowed a Wal Mart to open in “The Village”). Here are a few, and mostly obvious, points:

1) It’s cheap: A chicken burger, fries, and soft drink combo is RMB16.5, with burger combos slightly more, which is three to five times less than at Luga’s Villa, Blue Frog, Let’s Burger, Union Bar & Grille, and the like. True, it might not provide the same quality as some of those spots, but for shoppers seeking a quick meal or for those looking to cut expenses, it’s the best value around.

2) It’s cheap: Coffee is RMB6.5 and RMB7.5. I’m not sure if the place has wireless, but if it does, it would be a pretty pretty good alternative to Starbuck’s, one floor above, for those looking to do a quick email check.

3) It’s open 24 hours. The closest alternative is The Den (I believe The Rickshaw closes a few hours each day). This makes it a pit stop for people heading home from a long night / morning of carousing. (I’m sure the staff will enjoy the tomfoolery of the inebriated patrons).

4) It’s familiar: One negative impact on eateries in the area will result as tourists visiting Sanlitun will opt for the safe choice of McDonald’s rather than try a spot about which they know nothing. I also think it will become a stop for a sizable swath of the student crowd that funnels into Sanlitun.

I guess it is no surprise that McDonald’s opened shop here and it is hardly the first outlet of a mega-franchisee in the area (KFC, Subway, etc). And it does serve a purpose as a cheap familiar eatery, just as The Village serves a purpose by providing higher-end shopping in the area. At the same time, it feels as though another piece of Sanlitun’s gritty soul has been sold. Expect further divestment when that huge Soho project opens in the area. I have only one request: If all these franchises are going to flood in, could at least one of them be a 7-ELEVEN?