Neil Massey

McDonald's arrives in Vietnam
Location: London, UK
Nationality: British
Biography: Neil Massey (b).1970 After studying photography at Bournemouth Art School in England, I spent the following 15 years based in London working as an editorial photographer. During this time, I traveled extensively commissioned to photograph... read on
Public Story
McDonald's arrives in Vietnam

Communist Vietnam's first McDonald's officially opened for business on the 8th February 2014. Amid thumping techno music and live performances, hundreds of people lined up in 33'C heat from 8am to be the first to sample McDonald's food. Located in District 1 this McDonald's branch has a 24hr drive- thru service uniquely catering for Vietnam's motorbike culture. Over the opening weekend it was estimated that over twenty thousand customers passed through their doors. Henry Nguyen the Vietnamese/American son-in-law of the Prime Minister Nguyen Tan Dung is the developmental licensee for Vietnam. Harvard educated Henry who's family fled Vietnam to America in 1975, flipped burgers when he was a student in the states and had always dreamed of opening a McDonald's in his native country. CEO of McDonald's Don Thompson flew in from Sochi - The Winter Olympics (which McDonald's were sponsoring) to officially open the restaurant. For most vietnamese youngsters the chance to work at an international company like McDonald's is a big deal. For the customers its the aspirational experience that brings them through the doors. The average wage in Vietnam is US$150 the cost of a big mac is US$2.82 and value meal is US$3.99. So for many Vietnamese this is a special treat to bring the family to a place like this. Last year Vietnam relaxed its investment restrictions, since then it has seen big brands like Burger King and Starbucks come into Vietnam. Starbucks was busy on its opening weekend but nothing on this scale. 


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