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麦当劳遭遇15年来全球销量最大滑铁卢

麦当劳遭遇15年来全球销量最大滑铁卢

Anne Riley Moffat, Gerald Porter Jr., 彭博社 2020年07月29日
今年夏天早些时候,这家快餐连锁店暂时停止了重新开放美国自助餐厅的计划。

麦当劳最新公布的全球销售额是近年来下滑最严重的,外卖和“得来速”也无法弥补因为新冠疫情而被迫停业的损失。

该公司第二季度的同店销售额同比下降23.9%,超出市场预期的下降幅度。据彭博社数据,麦当劳历史上的最差表现还要追溯到2005年,当时全球市场销售额出现了41.4%的下跌。

麦当劳表示,国际市场的销售表现不如美国本土市场。上个月,麦当劳在美国的可比销售额仅下降2.3%,几乎与疫情前的销售额持平。不过,加拿大皇家银行资本市场的股票研究分析师克里斯托弗•卡里尔在一份报告中写道,即便如此,投资者也可能会失望,因为他们一直希望6月的销售额可以与此前持平。

“得来速”救场

尽管如此,麦当劳在美国的销售表现还是优于那些需要顾客面对面就餐的饭店,名为“得来速”的免下车服务和外卖减轻了麦当劳的压力。麦当劳的首席执行官克里斯-肯普钦斯基在一份声明中指出,这家汉堡连锁店在过去几年里一直进行着数字化改革,包括触摸点餐机,数字化可以“在不确定的时代为我们提供更好的服务”。

麦当劳表示,其全球96%的餐厅已经重新开业,99%的美国餐厅继续提供服务。当然,“开业”并不意味着要坐下来就餐。今年夏天早些时候,这家快餐连锁店暂时停止了重新开放美国自助餐厅的计划。

目前,麦当劳还面临着其他问题,比如美国部分地区的新冠疫情是否会影响到该公司的复工。经济刺激是另一个悬而未决的大问题,很可能会影响这家全球最大餐饮公司前进的方向。

为了提升销售额,麦当劳表示,其花费了1亿美元来支持美国的特许经营商,并投入同样的金额到国际运营市场中。此外,该公司向配送中心支付了3100万美元来保障特许经营层面的流动性。今年春天,麦当劳还对菜单进行了调整,以适应顾客饮食方式的变化。(财富中文网)

编译:于佳鑫

麦当劳最新公布的全球销售额是近年来下滑最严重的,外卖和“得来速”也无法弥补因为新冠疫情而被迫停业的损失。

该公司第二季度的同店销售额同比下降23.9%,超出市场预期的下降幅度。据彭博社数据,麦当劳历史上的最差表现还要追溯到2005年,当时全球市场销售额出现了41.4%的下跌。

麦当劳表示,国际市场的销售表现不如美国本土市场。上个月,麦当劳在美国的可比销售额仅下降2.3%,几乎与疫情前的销售额持平。不过,加拿大皇家银行资本市场的股票研究分析师克里斯托弗•卡里尔在一份报告中写道,即便如此,投资者也可能会失望,因为他们一直希望6月的销售额可以与此前持平。

“得来速”救场

尽管如此,麦当劳在美国的销售表现还是优于那些需要顾客面对面就餐的饭店,名为“得来速”的免下车服务和外卖减轻了麦当劳的压力。麦当劳的首席执行官克里斯-肯普钦斯基在一份声明中指出,这家汉堡连锁店在过去几年里一直进行着数字化改革,包括触摸点餐机,数字化可以“在不确定的时代为我们提供更好的服务”。

麦当劳表示,其全球96%的餐厅已经重新开业,99%的美国餐厅继续提供服务。当然,“开业”并不意味着要坐下来就餐。今年夏天早些时候,这家快餐连锁店暂时停止了重新开放美国自助餐厅的计划。

目前,麦当劳还面临着其他问题,比如美国部分地区的新冠疫情是否会影响到该公司的复工。经济刺激是另一个悬而未决的大问题,很可能会影响这家全球最大餐饮公司前进的方向。

为了提升销售额,麦当劳表示,其花费了1亿美元来支持美国的特许经营商,并投入同样的金额到国际运营市场中。此外,该公司向配送中心支付了3100万美元来保障特许经营层面的流动性。今年春天,麦当劳还对菜单进行了调整,以适应顾客饮食方式的变化。(财富中文网)

作者:Anne Riley Moffat, Gerald Porter Jr., 彭博社

编译:于佳鑫

McDonald’s Corp. reported its worst global sales decline in recent memory, with drive-thrus and delivery unable to make up for the blows from pandemic shutdowns and consumer caution.

The fast-food company’s total same-store sales in the second quarter dropped 23.9%, slightly worse than what analysts had been expecting despite getting mid-quarter updates throughout the spring—and the worst performance in Bloomberg data going back to at least 2005. That was dragged down by a 41.4% plunge in its international operated markets unit, which includes stores in countries such as Spain, the U.K. and France.

All quarter long, McDonald’s had said international was weaker than its home market of the U.S., where comparable sales were down just 2.3% last month—nearly back to pre-pandemic levels. But even that may have disappointed investors, who’d been hoping June levels would be flat, RBC Capital Markets analyst Christopher Carril wrote in a note.

Drive-Thru Boost

Still, U.S. sales were better than for rival restaurants reliant on in-person dining, with drive-thru and takeout options easing the burden. The burger chain has been revamping digital options over the past few years, including touchscreen kiosks, which was a step that “served us well through these uncertain times,” McDonald’s Chief Executive Officer Chris Kempczinski said in a statement.

Meanwhile, the chain says 96% of its global restaurants are open again, with 99% operating at home. Of course, “open” doesn’t necessarily mean for sit-down dining. Earlier this summer, the fast-food chain temporarily halted its reopening plans for U.S. dine-in services, and investors listening to the call later this morning will be anxious to learn more on that pause.

The other big question now is whether a resurgence of Covid-19 in parts of the U.S. will derail the recovery. Economic stimulus is another big issue that’s up in the air that will likely define the path forward for the world’s biggest restaurant company.

To help with declining sales, McDonald’s said it spent $100 million to support its U.S. franchisees, with a similar amount going to international operated markets. The company also paid $31 million to distribution centers for “obsolete inventory” to support liquidity at the franchise level. The company also made tweaks to its menu this spring, such as the end of all-day breakfast, to ease the return to operations and address changes in diner behavior.

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