In a pursuit to win over other stores in China's increasingly competitive fast food scene, McDonald's has unveiled a new store in Beijing – one that offers burger customization to hungry customers.

The newly-furnished McDonald's restaurant branch in the Wangfujing shopping district of Beijing features a buffet-style counter where customers can freely customize their order, according to China Radio International.

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Customization options involve a wide range of McDonald's burger choices, including bread, burger patties, vegetables and dressings - all suited to satisfy the diner's palate.

McDonald's opened its first ever custom-burger restaurant in Shanghai in June last year. Since then, it has built 11 custom stores in Shanghai, Guangzhou, Shenzhen and Beijing as part of its campaign to continue winning the fast food savvy Chinese.

According to McDonald's China CEO Phyllis Cheung, China is now the third-largest market for their company, where they have about 2,230 McDonald's restaurants. An average of 200 to 250 new restaurants are opened every year.

Cheung said this year, McDonald's will focus its expansion on third- and fourth-tier cities.

Changing Strategies

Now that the general public has a growing awareness regarding food safety and health issues, fast food chains are being forced to readjust their approach to local consumers.

McDonald's, in addition to introducing custom burgers, has also introduced digital ordering and payment services via the messaging app WeChat, thanks to a partnership with Chinese internet firm Tencent. It also developed games for children in the new Beijing restaurant.

On the other hand, Yum! Brands, owner of both Pizza Hut and KFC, also announced last year that it would upscale some of its restaurants to regain the interest of the public.

Starbucks, the largest coffee chain in the world, also said that it plans to build 500 new stores in China, as part of a plan to have 3,400 stores selling in the Chinese market by 2019.

TagsMcdonalds, Mcdonalds, make your own burger, Beijing, Starbucks