麥咖啡推動(dòng)麥當(dāng)勞提高全球銷售

麥當(dāng)勞(McDonald's)進(jìn)軍摩卡和冰拿鐵市場(chǎng)的舉動(dòng)，幫助這家快餐連鎖企業(yè)今年連續(xù)第七個(gè)月實(shí)現(xiàn)全球銷售增長(zhǎng)，凸顯出其商業(yè)模式在經(jīng)濟(jì)衰退時(shí)期的彈性。

McDonald's move into mochas and iced lattes has helped the fast food chain report its seventh consecutive month of increases in global sales this year, underscoring the resilience of its business model in the recession.

麥當(dāng)勞昨日宣布，7月份同店銷售額增加4.3%，低于一年前8%的增幅，但超出了分析師普遍預(yù)期的3.2%，也高于6月份2.6%的增幅。昨日午盤時(shí)，麥當(dāng)勞股價(jià)上漲1.7%，至56.16美元。

The company's shares rose 1.7 per cent in midday trading yesterday to $56.16 after it said comparable stores sales rose 4.3 per cent in July, down from an increase of 8 per cent a year earlier but beating analysts' consensus expectations of a 3.2 per cent increase and ahead of June's 2.6 per cent rise.

德意志銀行(Deutsche Bank)分析師杰森•韋斯特(Jason West)表示，全球銷售的增長(zhǎng)緩解了對(duì)同店銷售可能“螺旋式下跌”的擔(dān)憂，就像漢堡王(Burger King)等競(jìng)爭(zhēng)對(duì)手所經(jīng)歷的那樣。

Jason West, analyst at Deutsche Bank, said the global sales increase alleviated concern about a possible “downward spiral” in comparable sales, as had been seen at competitors like Burger King.

憑借咖啡以及漢堡、薯?xiàng)l等核心菜品的熱銷，麥當(dāng)勞在美國(guó)的銷售額增加了2.6%。美國(guó)市場(chǎng)為該公司貢獻(xiàn)了大約一半利潤(rùn)。

Sales were up 2.6 per cent in the US – which contributes about half the company's profits – because of strong sales of coffees and core menu items like hamburgers and fries.

麥當(dāng)勞以麥咖啡(McCafe)品牌進(jìn)軍花式咖啡領(lǐng)域的舉動(dòng)，是其策略的一部分，目標(biāo)是在早餐時(shí)間吸引更多顧客，并以自己較低價(jià)的飲品，從咖啡連鎖店搶奪顧客。

McDonald's expansion into fancy coffees under the McCafé brand is part of a strategy to capture more customers at breakfast time and win them over from coffee chains to its lower-priced drinks.

公司銷售最強(qiáng)勁的地區(qū)是歐洲，銷售額增加了7.2%。原因在于其深受歡迎的“等級(jí)菜單”——同時(shí)提供廉價(jià)、中等及較貴的菜品選擇——以及夏季特品的暢銷：在法國(guó)是雞肉熏肉洋蔥三明治，在英國(guó)是基于“美國(guó)口味”的漢堡。

The group's strongest sales were in Europe, up 7.2 per cent because of the popularity of its “tiered menu” – which offers cheap, middling and expensive options – as well as summer specials such as chicken, bacon and onion sandwiches in France and burgers based on the “great tastes of America” in the UK.

但中國(guó)的銷售較低，因?yàn)轭櫩推珢哿畠r(jià)的本地品牌。麥當(dāng)勞已經(jīng)放慢了在中國(guó)開設(shè)新店的速度。目前麥當(dāng)勞在中國(guó)擁有約1000家門店，計(jì)劃今年增開150家，低于之前175家的預(yù)測(cè)。

But sales in China, where it has been slowing new store openings, were weaker as consumers favour cheaper local brands. McDonald's has some 1,000 stores in China and plans to open 150 this year, down from earlier projections of 175.

譯者/管婧