by SHEN Xiaoge

McDonald's has revived its long-lost milkshakes in China, sending fans into long lines, fueling resale markups and tapping nostalgia for a drink missing for more than a decade.

The shakes, in strawberry and vanilla, went on sale August 13 at 13 flagship McDonaldland outlets in cities including Beijing, Shanghai and Shenzhen. Priced at 15 yuan (US$2), they quickly sold out as supplies were limited and not offered online. Some customers queued for hours only to find the drinks gone.

Scarcity soon spilled onto secondhand platforms. Scalpers charged anywhere from 15 yuan simply to queue, to as much as 150 yuan for two cups on weekends—five times the original price. One listing asked 100 yuan just to wait in line, excluding the drinks themselves.

Milkshakes were once a McDonald's staple in China, available in three flavors before disappearing in 2014. Their comeback is part of the chain's new McDonaldland summer campaign, which runs through August 31. More than 7,100 outlets nationwide are taking part, though only 13 feature the themed desserts and snacks aimed at evoking "childlike fun."

The relaunch comes just after McDonald's reported solid second-quarter results. The fast-food giant posted US$6.84 billion in revenue for the three months to June 30, up 4 per cent year on year at constant currency, with net profit climbing 9 per cent to US$2.25 billion. McDonald's operates more than 44,000 outlets worldwide, about 95 per cent run by franchisees. This year, it plans to add roughly 2,200 new stores, including 1,000 in China.