McDonald's Corp.
lately is as hot as French fries straight from the fryer.
最近,麦当劳(McDonald's Corp.)就像刚出锅的薯条一样"热得发烫"。
Ever since it adopted a
strategy in 2003 that focuses on improving existing restaurants and adding new menu items, the burger giant has been on a tear.
麦当劳在2003年采取了一项战略,重点改进现有餐厅,并添加新的菜品。自那以后,这家汉堡巨头就势不可挡。
Even during the latest economic downturn, its growth
barely slowed, and in the third quarter, its
revenue and profit exceeded analysts' expectations. McDonald's shares are up more than 63% in the last three years, having closed Monday at $98.48, and many analysts expect its stock to break $100 soon. The company beat the Street again last week, when it posted its 103rd month of
positive global same-store sales.
即便是在最近的经济衰退期间,其增长也几乎没有放缓,第三季度收入和利润均超过分析师预期。麦当劳股票过去三年上涨63%以上,周一收于98.48美元,许多分析师预计该股将很快突破100美元。上周麦当劳再次打破华尔街分析师的预期,公布第103个月实现全球同店销售额增长。
So what's McDonald's secret sauce? For one thing, the Oak Brook, Ill.-based chain is leaning heavily on emerging markets such as China for new-restaurant growth. The company last week reported that its Asia/Pacific, Middle East and Africa division posted the strongest same-store sales growth last month of all its business units, with sales up 8.1% from the year before.
那么,麦当劳成功的秘密武器是什么?一方面,这家总部位于伊利诺伊州奥克布鲁克(Oak Brook)的连锁巨头严重依赖中国等新兴市场实现新餐厅的增长。该公司上周报告说,其亚太、中东和非洲部门上个月的同店销售额同比增长8.1%,是所有业务部门中最强劲的。
The company cited 'compelling
customer conveniences' as one of the growth drivers at work. Delivering food by motorbike is one of those conveniences in countries like China, Egypt and South Korea. Another is adding
dessert 'kiosks,' or windows on the
exterior of existing restaurants where pedestrians can order an ice-cream cone, bypassing the lunch line inside.
麦当劳将"为顾客提供极大的便利"作为推动增长的成功因素之一。在中国、埃及和韩国等国,用摩托车送餐就是这类便利措施之一。另一个便利措施是在现有餐厅的外面增设"甜品站"或甜品窗口,路人可以直接在那里购买甜筒冰激凌,无需在店内跟吃午餐的人一起排长队。
All over the world, the company is updating its restaurants, modernizing the décor and adding such amenities as free wi-fi and flat-screen televisions. It has also
extendedrestaurant hours to attract customers who don't dine during the
traditional work day, and added double-lane drive-throughs to get more customers through the line more quickly.
麦当劳在全世界升级其餐厅、实现装饰风格的现代化,并增加了免费wifi以及平板电视之类的设施。它还延长了餐厅营业时间,以吸引那些在传统工作日没时间吃饭的顾客,并增加了双车道的穿梭餐厅,让更多的顾客排队速度更快。
Domestically, McDonald's is
takingadvantage of Americans' proclivity to graze by
offering snack items such as chicken wraps and small desserts throughout most of the day. That allows the chain to attract customers during the
otherwise slow periods between breakfast, lunch and dinner.
在美国国内,麦当劳充分利用美国人爱吃零食的癖好,在一天中的大部分时间里提供鸡肉卷和小甜点之类的小食。这令它得以在三餐之间原本没什么客流的时段吸引顾客。
The company also has added a slew of new menu items that are priced
relatively high, low and in-between to
appeal to a broad swath of consumers. That enables the chain to
appeal to
everyone from the
traditional fast-food junkie who loves burgers to salad-chomping moms to the employee on the go who wants to grab a bowl of
oatmeal for breakfast. Meanwhile, the high-margin items, such as
strawberry lemonade, fruit smoothies, and fancy coffee drinks, have protected profits by offsetting cheaper items like $1 hamburgers.
麦当劳还增添了大量新菜品,价格分为高中低不同档次,以吸引广泛的顾客。这家连锁巨头由此得以吸引各类人群,从热爱汉堡的快餐食品迷、爱吃沙拉的年轻妈妈到只想买份燕麦片当早餐的匆忙上班族。与此同时,诸如草莓柠乐、水果冰沙以及花哨的咖啡饮品这类高利润率的产品与售价1美元的汉堡这类低价菜品互为补充,从而保证了利润。