麥咖啡推動麥當勞提高全球銷售

麥當勞(McDonald's)進軍摩卡和冰拿鐵市場的舉動，幫助這家快餐連鎖企業(yè)今年連續(xù)第七個月實現(xiàn)全球銷售增長，凸顯出其商業(yè)模式在經(jīng)濟衰退時期的彈性。

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，麥當勞股價上漲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，全球銷售的增長緩解了對同店銷售可能“螺旋式下跌”的擔憂，就像漢堡王(Burger King)等競爭對手所經(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、薯條等核心菜品的熱銷，麥當勞在美國的銷售額增加了2.6%。美國市場為該公司貢獻了大約一半利潤。

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.

麥當勞以麥咖啡(McCafe)品牌進軍花式咖啡領(lǐng)域的舉動，是其策略的一部分，目標是在早餐時間吸引更多顧客，并以自己較低價的飲品，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“等級菜單”——同時提供廉價、中等及較貴的菜品選擇——以及夏季特品的暢銷：在法國是雞肉熏肉洋蔥三明治，在英國是基于“美國口味”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.

但中國的銷售較低，因為顧客偏愛廉價的本地品牌。麥當勞已經(jīng)放慢了在中國開設(shè)新店的速度。目前麥當勞在中國擁有約1000家門店，計劃今年增開150家，低于之前175家的預(yù)測。

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