麥當勞

McDonald\'s
Lex專欄:麥當勞還笑得動嗎?


儘管麥當勞在經濟低迷時期成功贏得了市場份額,但這家速食連鎖店的銷售正顯露疲態。麥當勞今年在中國將只開設140家門店,而不是先前預期的175家。

Sometimes even a value meal doesn't cut it. McDonald's comparable sales for November showed weakness globally, even though the fast-food chain has generally succeeded in winning market share in the slump. US sales unexpectedly fell, as rising unemployment hit breakfast sales in particular and rivals ramped up cut-price marketing campaigns. Previously strong European sales managed only 2.5 per cent growth, half what was expected. And despite their positive macroeconomic gloss, emerging market sales contracted.

有些時候,即使超值套餐也派不上用場。儘管總體而言,麥當勞(McDonald's)在經濟低迷時期成功地贏得了市場份額,但這家速食連鎖店全球11月份同店銷售額均顯露出了疲態。美國銷售額出現出人意料的下降,原因是不斷攀升的失業率沉重打擊了早餐銷售,以及競爭對手加大了降價促銷力度。先前強勁的歐洲銷售,上月僅勉強實現了2.5%的成長,比預期低了一半。此外,儘管新興市場宏觀經濟表現較好,但該公司的銷售額也有所萎縮。

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