In October 1990, the leading global fast food chain chose Shenzhen, a pioneer Special Economic Zone in Guangdong province bordering Hong Kong, to open its first 500-seat store in the developing market. Located on Jiefang Road, the southern China city's busiest commercial area, McDonald's quickly won over the local consumers with its Ronald McDonald clown, Golden Arches or the yellow M logo, and Big Mac.

However, McDonald's was not the first fast-food chain on the mainland. In November 1987, the US-headquartered KFC launched its first China outlet in Qianmen of Beijing, an area neighboring Tian'anmen Square.

KFC's great success during a short period of time spurred McDonald's to the Middle Kingdom, a country that embraced the opening-up and reform policy in 1978, when Chinese curiosity about the West was at a peak.

It was really a bold idea at the time, because China is a nation that has taken pride in the delicacy and diversity of a cuisine which dates back thousands of years, critics say.

In addition, while the monthly salary of urban residents in key cities at that time was 120 yuan ($17.54) to 130 yuan, a 10 yuan Big Mac and double-cheese burger at 5 yuan were not affordable for most.