麦当劳应如何扭转销量颓势？

    麦当劳称，为重振美国业绩，公司正在“努力工作”，以简化菜单。然而，在10月份开展的一项调查中，大多数加盟店称麦当劳没能实现简化菜单的承诺。麦当劳已将简化菜单列入公司任务清单大概一年时间了。

    重获中国消费者的信任。麦当劳美国的同店销售额下滑之所以令人担忧，其中很大一部分原因在于，公司并不知道都有哪些问题需要重点解决。但在亚洲，至少麦当劳知道问题出在哪儿。

    一家供应商销售过期肉的丑闻，还在持续损害麦当劳在日本和中国的业绩。当前，麦当劳希望通过改良菜单和优惠方案来解决问题，但最终，唯一的解决方法就是等待。

    百胜餐饮集团（Yum Brands）同样受到了这起肉类供应商丑闻的影响。10月份，百胜估计，该区域业绩的恢复需要至少6到9个月的时间。所以，至少在国际层面上，麦当劳面临的是一场等待游戏。（财富中文网）

    译者：崔向前

    审稿: 李翔

    McDonald’s maintains that to restore momentum in the U.S., it is “diligently working” to simplify the menu. However, in an October survey, the vast majority of franchisees stated that McDonald’s had failed so far to fulfill its promise to streamline the menu, something that has been on the company’s to-do list for about a year.

    Regain China’s trust.McDonald’s U.S. same-store sales slump is disturbing for the chain in large part because there is no one problem the brand can focus on. At least in Asia, McDonald’s knows what the issue is.

    The scandal surrounding a McDonald’s supplier selling expired meat has continued to damage McDonald’s performance in Japan and China. Currently, the chain hopes to fix the problem by leveraging menu options and deals, but ultimately the only fix is to wait it out.

    Yum Brands, who was also affected by the meat supplier scandal, estimated in October that recovery in the region would take at least six to nine months. So, internationally at least, it’s a waiting game for McDonald’s.