‘Look back, move forward’: Kenneth Yang on the past, present, and future of McDonald’s Philippines

McDonald’s Philippines is 44 years strong, and still serving with purpose.

From the very beginning, one thing was clear: McDonald’s Philippines wasn’t just about its irresistible, world-famous menu. It has always been about making ‘feel-good’ moments happen for Filipino families and communities. Over four decades since its arrival in the Philippines, they are only getting started.

On April 7, 2025, McDonald’s Philippines made it official: it is here to stay. George and Kenneth Yang, Chairman and President & CEO respectively of Golden Arches Development Corporation (GADC), has been granted a 20-year new term license to operate McDonald’s in the Philippines. The milestone was celebrated by McDonald’s crew and media from Manila, Cebu, and Davao.

Locked in until 2045, they are ready to serve more smiles, build more opportunities, and raise the bar even higher in the fast food industry.

McDonald’s Philippines owes its legacy not only to its famous name, but also to the leadership of the dynamic father and son duo of George and Kenneth Yang.

However, it wasn’t a smooth-sailing journey for Kenneth to get to where he is today. “I had to work harder because I’m the son of the owner,” he stated. Indeed, President Yang did not inherit the title, he had to earn it.

There were no shortcuts, even for the son of the founder. The bigger the responsibility, the more challenging should the path be. He started out just like any crew member of McDonald’s who took orders and payments at the counter, served orders, cleaned floors, and cleaned the toilets.

“My first experience was in our second store. I was a high school student, working as a crew doon sa [at] McDonald’s New Frontier,” he recalled. Admittedly, it was a challenging experience for him. “Actually that was scary for me, to work in front of the counter and to even say ‘Welcome to McDonald’s.’ Mahiyain kasi ako [I was a shy kid], I would not really approach people to talk to me,” he recalled.

That experience shaped him—just like thousands of other young Filipinos who have walked the same path. “They learn, either they stay at McDonald’s or progress from there. They may transfer to other roles or careers and become successful,” he added. This proves that the brand does not offer just a ‘job,’ but also serves as a door for more and bigger opportunities.

“One thing that my father always stressed from the beginning is that we would directly hire our employees and really invest in their development by giving them the world-class training and at McDonald’s,” he stated.

Being persistent and determined are key qualities he learned from his father that helped him become the leader he is today. “Ever since when he was just trying to get the franchise, he had to be persistent and determined. There will always be difficulties, but if you continue to be driven, persistent, and also patient, then you will continue to progress,” he shared.

With the lessons, he got from Dr. George T. Yang, he realized that he was a part of something greater. “For me as the president and CEO, I believe that our growth contributes to nation-building through employment generation and spurring local economies where our stores operate,” Kenneth Yang expressed.

Thus, over the years, McDonald’s Philippines has consistently embraced innovation, from pioneering drive-thru and delivery, introducing the McDelivery App in 2014 to opening the first NXTGEN store format in 2018 with the launch of its self-ordering kiosks.

It continues to develop and improve its menu to keep serving smiles to Filipino families and communities. Leading the lineup of new and improved favorites are ‘McDonald’s Best Burger Ever Burgers,’ ‘Much Malaki, Much Juicier, Much Crispier Chicken McDo,’ and the ‘Bolder Brew and Creamier Blend McCafé Iced Coffee.’

With every new order and store opened, the brand has remained to be a brand with purpose, giving back to the community through Ronald McDonald House Charities Philippines and programs for marginalized students or out-of-school youth, and championing environment sustainability with the opening of their first Green and Good store in the country in 2020.

Now, with the new 20-year license term secured, McDonald’s Philippines embarks on a new era—looking to the future of serving more feel-good moments with bigger and better innovations.

To stay ahead of the upcoming exciting news, follow McDonald’s on Facebook, Instagram, and Twitter, and download the McDelivery App for exclusive offers.

INQUIRER.net BrandRoom/EJC