Celebrating success and charting future growth
Randy Lai has led McDonald’s Hong Kong for 14 years, driving innovation, digital transformation, and a people-focused approach to ensure the brand remains a local favourite and market leader.
In her fourteen years at the helm of McDonald’s Hong Kong, including eight as chief executive, Randy Lai has led the company through numerous changes; some of them carefully researched and planned, others caused by external circumstances, but all providing the opportunity to show genuine vision in creating a stronger organisation.
Having marked the restaurant chain’s 50th anniversary in Hong Kong this year and with initiatives in place to drive growth and customer engagement, Lai’s philosophy is to keep building on past success by continuing to innovate in a sector where competition is always intense.
In overseeing the operations of over 260 outlets and a team of roughly 18,000 employees who serve more than one million customers a day, her goal is to remain “people-obsessed” while recognising as needs and behaviours evolve, a new norm is taking shape.
As that happens, the four pillars which support everything else are menu innovation, leadership marketing, digital transformation, and constant efforts to ensure a great restaurant experience.
“Our strategy is all about ‘glocalisation’,” Lai says. “Our business model is built on a globalised framework, while operating in a locally relevant way.”
To illustrate, she notes that when the first restaurant opened on Paterson Street back in 1975, many residents were unfamiliar with hamburgers and fries, but by adapting the basic model, it was possible to embrace local tastes and preferences.
Since then, McDonald’s has grown with Hong Kong, not just serving meals, but also creating a place where generations come together and share special moments.
Among other things, that was done by never being complacent, always looking to innovate, continuing to invest, and aiming to be “first choice” for both customers and employees.
“Everything starts with the brand, but brand is not just about marketing,” Lai says. “It is about the culture we shape, the trust we build, and the values we live with every day. A strong brand drives loyalty, love and long-term growth.”
As a CEO, she makes it a priority to listen to everyone and advocates an approach that is fun, firm and fair. The aim is to create a happy work environment and a sense of family, as well as doing the right thing, even when that is not the easiest path.
“From the boardroom to the crew room, we communicate openly, believe in integrity and respect, and make sure everyone feels heard,” Lai says.
Within this, there is also an inherent awareness that staying successful means never standing still. Therefore, it is essential to be in step with every shift in customer expectations and lifestyles, and to be adept at anticipation.
If introducing new menu items, the intention is to “surprise and delight”, which explains the decision to bring favourites like McGriddles and Ebi burgers from Japan, and to start offering twisty pasta and local milk tea.
On the marketing side, collaboration with trendy intellectual properties such as Chiikawa and Minecraft have had a big impact, as did an exhibition and a water parade in Victoria Harbour to ring in their 50th anniversary celebrations.
“We are finding new ways to connect, especially with the next generation, and technology is reshaping every part of our business,” Lai says. “In a market where consumers are digital-first and experience-led, innovation isn’t optional, it is essential, so we have built a digital ecosystem that puts convenience and personalisation at the centre.”
The customer now has three simple steps – order, pay, take – whether ordering in-store or online via the company’s app, and a new loyalty programme which unlocks all kinds of rewards and exclusive offers.
“We have reimagined what fast food can be; not just quick meals but comfy spaces with free Wi-Fi, contactless hand-washing stations, phone charging, and food brought right to the table,” Lai says. “With tourism rebounding, we remain optimistic about the future and see Hong Kong as a city full of energy, resilience and possibility.”
When mentioning that McDonald’s has always been a special part of her life, Lai is not simply referring to her 27 years with the company. In fact, one of her earliest memories was being taken by her mother to the opening of the very first branch in Causeway Bay, which led to many enjoyable childhood visits.
Recalling those days, she later landed a job with the marketing team in China and steadily rose through the corporate ranks, running campaigns and working in different departments. Before becoming the Managing Director in Singapore, she completed a year-long acceleration programme, which involved working in restaurants as a crew member, then a manager, where she learned to grill burgers, hand-brew coffee, and organise birthday parties.
“But the most valuable lesson I learned was empathy – understanding the daily experiences of our crew and the needs of our customers,” Lai says. “That continues to shape how I lead today.”
When faced with uncertainties, her general advice is to rely on her head, heart and guts to make bold decisions, and to remember that challenges are a part of any journey.
“I am fortunate that I never face challenges alone,” Lai says. “I am surrounded by a dream team of talented, passionate and committed leaders who energise and inspire me every single day. And, as we look ahead, the goal is to continue leveraging the power of the McDonald’s brand to give back to society.”