Fast food is gaining popularity amongst the rising middle class in China with McDonald’s, KFC and Starbucks leading the way amongst western-style fast food.

Hitting the streets again, China Polling recently did a study at several McDonald’s locations to gauge purchase habits and environment preferences.

Over half of diners are McDonalds are trying new items when they enter, rather than just getting “the usual”. This is showing there is a relatively large flexibility in the market and a openness to trying new products.

What is more interesting to see here, is that there is a desire for more information to be provided to consumers other than the standard store information and announcements. With two thirds of diners reporting they would visit more often if they received desired information, this can be a mutually beneficial relationship if someone can take advantage resulting in higher profits for the franchises as well as a business opportunity in a mostly unexplored market.

New technology is opening new doors to advertising and information distribution with consumers reporting positive views towards information distribution methods such as SMS announcements and in-store kiosks. Over 50% of McDonald’s panelists reported that the greatest influences they have are coming from within the store itself. This is a critical market that has room for expansion.