Jointly launch the “Meet Offline, Enjoy the Good Life” initiative, inviting consumers to spend a relaxing weekend together
BeijingJune 18, 2026 /PRNewswire/ — On June 17, 2026, the China General Chamber of Commerce, People’s Daily Online, and McDonald’s China jointly launched the “Meet Offline, Enjoy the Good Life: Jointly Promoting New Offline Consumption Experiences” initiative. This initiative advocates for the industry to focus on offline consumption scenarios, creating more experiential, interactive, and warm consumption experiences to further stimulate offline consumption vitality. Coinciding with the launch of the initiative, McDonald’s China officially announced the launch of its new offline business platform — “McWeekend.” Starting June 19, McDonald’s will roll out a series of offline experiences at its restaurants across mainland China, including all-day breakfast on weekends, free refills of freshly brewed coffee, and weekend collectible card interactions, inviting consumers to visit restaurants and experience a relaxed weekend lifestyle of “Wake Naturally, Enjoy Freely, Come as You Are.”
Starting June 19, McDonald’s China officially launches its new offline business platform ‘McWeekend’
In today’s era of rapid digitalization and instant convenience, people have become increasingly accustomed to online communication and fragmented entertainment, with time for real gatherings and offline experiences being continuously compressed. Amid the diverse values carried by offline consumption, those moments that allow face-to-face interaction and genuine perception are still worth rediscovering and enriching. This joint initiative aims to build consensus across multiple sectors, guiding more brands and social forces to refocus on the unique charm of offline consumption, and to respond to consumers’ expectations for real gatherings and a better life through warmer physical scenarios.
Gu Lei, Chief Impact Officer of McDonald’s China, stated: “The catering industry is inherently rooted in physical scenarios. As a member of the industry, McDonald’s is willing to take the initiative and join peers in rediscovering the unique charm of offline consumption, using warm restaurants to carry social interaction, experiences, and emotional connections, making offline gatherings a new lifestyle trend. ‘McWeekend’ is a brand-new exploration by McDonald’s China centered around consumers’ weekend lifestyles.”
Gu Lei, Chief Impact Officer of McDonald’s China, expressed hope to bring consumers more diverse consumption scenarios, better service experiences, and warmer interpersonal interactions
“Offline physical consumption connects economic vitality on one end and people’s daily lives on the other, making it an important part of promoting consumption and serving people’s livelihoods,” said Wang Min, President of the China General Chamber of Commerce, during the launch event. “Today, multiple organizations jointly launched the ‘Meet Offline, Enjoy the Good Life’ initiative, which is a practical action by the industry to implement consumption promotion efforts. We look forward to more enterprises, brands, and sectors of society responding to the initiative and joining the ranks in the future, jointly driving offline consumption to continuously thrive. McDonald’s China’s launch of ‘McWeekend’ actively responds to the joint initiative, providing a representative practical reference for the industry through rich offline experiences, innovative interactions, and warm services.”
China General Chamber of Commerce, People’s Daily Online, and McDonald’s China jointly launch the initiative
As one of the initiators of this campaign, McDonald’s China is delivering more diverse consumption scenarios, better service experiences, and warmer interpersonal interactions for consumers through actionable business practices. Based on this, McDonald’s China has created the new “McWeekend” business platform, focusing on weekend offline consumption and experiences. Through more relaxed and warmer in-store experiences, it invites consumers to return offline on weekends, rediscovering the real and tangible joys of life through genuine gatherings and connections.
Phyllis Cheung, CEO of McDonald’s China, said: “We hope that through in-store experiences that are closer to consumer needs and more relaxed and comfortable, consumers will be more willing to come offline on weekends. In the future, McDonald’s will continue to enrich the content and gameplay of ‘McWeekend’ and constantly explore new scenarios to deepen offline emotional connections. We also look forward to collaborating with various IPs, commercial districts, urban cultural tourism, and lifestyle brands to co-create more exciting offline experiences.”
Wake Naturally: All-Day Breakfast, Free Weekend Rhythm
As one of the core experiences of “McWeekend,” McDonald’s China will offer all-day popular breakfast items on weekends. The widely beloved breakfast items — Maple Flavored Thick Hotcake Pork Sausage Egg McMuffin and Hash Browns — will be available all day on weekends. By breaking the breakfast time limit, consumers can start their day at their own pace, enjoying their favorite McDonald’s flavors anytime, anywhere.
Enjoy Freely: Warm Services and Experiences
During “McWeekend,” consumers can also enjoy services and experiences that foster a more relaxing and festive atmosphere: during weekend dine-in, consumers can enjoy free refills of freshly brewed coffee; additionally, children visiting the store on weekends can receive a free mini cone. Through these small yet thoughtful gestures, consumers can sit down and stay a little longer when visiting restaurants on weekends, spending a relaxing weekend moment in a familiar space.
Come as You Are: New McDonald’s Collectible Cards
Based on young people’s love for collectible card culture and the need for emotional value, “McWeekend” will also introduce a weekend-limited “Say the Code to Get a Card” interaction. Consumers can find the code on the McDonald’s App each weekend, make any purchase, and then visit a restaurant for a chance to receive a limited-edition “McWeekend” collectible card. The first batch of “Four Little Blessings Dragon Boat Festival Series Cards” includes 10 different designs and will be available during the three-day Dragon Boat Festival holiday. Subsequently, McDonald’s will roll out different themed card series, leaving more memorable weekend marks for consumers’ offline gatherings.
On the first weekend after the launch of “McWeekend,” McDonald’s China will also offer a special offline interaction: “Wear Pajamas to Get a Free Coke McFizz.” From June 19 to 21, consumers wearing pajamas to McDonald’s restaurants can redeem a coupon for a free Coke McFizz. This interaction aims to create a more relaxed atmosphere for the launch of “McWeekend,” encouraging consumers to reduce the pressure of going out and to gather offline and connect with each other in a more genuine and comfortable state.