????對麥當(dāng)勞（McDonald）來說，情況還在持續(xù)惡化。

????由于近一年來美國顧客對芝士漢堡和炸薯條的消費量持續(xù)降低，麥當(dāng)勞在美國本土已經(jīng)遭遇難題。雪上加霜的是，這家全球最大的餐飲連鎖商上個月還得應(yīng)對俄羅斯的餐廳關(guān)閉事件，另外亞洲的食品安全丑聞也讓中國和日本的麥當(dāng)勞銷售額跳水。

????這一切使得麥當(dāng)勞8月的全球同店銷售額下跌了3.7%，華爾街還警告說，麥當(dāng)勞的毛利率也將遭受重挫。根據(jù)Consensus Matrix公司的預(yù)計，麥當(dāng)勞毛利率的下跌幅度將遠(yuǎn)大于3.1%，他們還表示，該公司未來的表現(xiàn)恐怕會時常低于分析師的預(yù)期。

????麥當(dāng)勞的首席執(zhí)行官唐?湯普森試圖勇敢地面對當(dāng)前的困難。他表示公司在全球都面臨著“逆風(fēng)”的局面，他們將設(shè)法“有效導(dǎo)航”，從而重回正軌。

????不過他面臨著很大的問題。在貢獻(xiàn)麥當(dāng)勞三分之一收入的美國，過去至少13個月中保持營業(yè)的餐廳中（為了排除開業(yè)和停業(yè)造成的影響），麥當(dāng)勞的同店銷售額下跌了2.8%，比華爾街專家預(yù)測的2%跌幅還要多。由于日益激烈的早餐競爭，麥當(dāng)勞的表現(xiàn)持續(xù)低迷。關(guān)注價格的顧客正在尋找更為實惠的餐廳，而麥當(dāng)勞的運營混亂也讓用餐者陸續(xù)離開。上個月，麥當(dāng)勞終于失去了耐心，宣布將替換任職不到兩年的美國和加拿大區(qū)主管。麥當(dāng)勞在2013年的報告中表示，當(dāng)年美國的同店銷售額開始出現(xiàn)下降，這中斷了之前連續(xù)十年的增長態(tài)勢。

????在亞洲，隨著7月重創(chuàng)麥當(dāng)勞的食品安全丑聞演變成一部長劇，情況甚至變得更加糟糕。由于丑聞，麥當(dāng)勞在日本的銷售額猛跌25%，而中國的銷售額下滑一直持續(xù)到8月。今年7月末，東方衛(wèi)視爆料稱，麥當(dāng)勞的最大肉類供應(yīng)商福喜集團（OSI Group）在中國的分公司給過期肉類重新貼標(biāo)簽，使用過期牛肉制作肉餅，并向麥當(dāng)勞、百勝餐飲（Yum）的肯德基（KFC）和其他中國的食品連鎖公司出售該類產(chǎn)品。福喜現(xiàn)已為此遭到罰款處罰。這一事件發(fā)生后，麥當(dāng)勞中國區(qū)的牛肉和雞肉短缺持續(xù)了三周。

????麥當(dāng)勞表示，中國的這起事件將使公司第三季度的每股利潤降低15至20美分，即降低多達(dá)1.96億美元（麥當(dāng)勞的凈發(fā)股票為9.81億），公司將努力贏回該市場的顧客的信任。

????盡管最近在俄羅斯與烏克蘭沖突的大背景下，幾家俄羅斯的麥當(dāng)勞門店被關(guān)閉，但歐洲區(qū)的表現(xiàn)相對較為出色，英國人幫忙緩解了俄羅斯和其他地區(qū)給麥當(dāng)勞帶來的陣痛。盡管如此，麥當(dāng)勞表示，歐洲區(qū)的前景依然不容樂觀，“疲弱的消費者信心”將會影響包括9月在內(nèi)的第三季度的銷售額和利潤。

????從全球范圍來看，還在說“我就喜歡”的人似乎越來越少。對麥當(dāng)勞而言，情況幾乎還沒有好轉(zhuǎn)的跡象。（財富中文網(wǎng)）

????譯者：嚴(yán)匡正

????Things just keep getting worse for McDonald’s .

????On top of ongoing problems at home, where U.S. customers have been cutting back on its cheeseburgers and fries for nearly a year, the world’s largest restaurant chain last month had to contend with restaurant closings in Russia and a food safety scandal in Asia that decimated its sales in China and Japan.

????The result was a 3.7% decline in global same-restaurant sales in August, along with a warning to Wall Street that McDonald’s gross profit rate would take a hit. That was a much deeper decline than the 3.1% drop analysts were expecting, according to Consensus Matrix, and continued a trend that seen the chain frequently miss analyst projections.

????McDonald’s CEO Don Thompson tried to put a brave face on it, saying the company had faced “headwinds” around the world and was trying to “effectively navigate” them to find its footing again.

????But he has a big job ahead of him. In the U.S. which accounts for one-third of revenues, same-restaurant sales at restaurants open for at least the last 13 months (to strip out the effect of openings and closings) fell 2.8% compared to the 2% decrease Wall Street experts were anticipating. That continued a trend of poor U.S. results as intense breakfast competition, price-conscious consumers looking for cheaper menu items and operational screw-ups have kept diners away in droves. Last month, McDonald’s finally lost patience and announced it was replacing the head of its U.S. and Canada division less than two years after he was appointed. In 2013, McDonald’s reported a decline in U.S. same-store restaurant sales for the year , breaking a 10-year streak of gains.

????In Asia, things were even worse, as a food safety scandal that hit McDonald’s in July proved to be the gift that keeps on giving. Sales in Japan fell 25% last because of the scandal, and a large sales decline in China carried over into August. The Chinese subsidiary of McDonalds’s largest meat supplier, OSI Group, was recently fined forselling expired meat to McDonald’s, Yum Brands’ KFC, and other chains in the country after being caught by a Shanghai TV channel in late July re-labelling expired meat packages and using expired beef to make patties. McDonald’s was short on beef and chicken for three weeks in China following the ordeal.

????McDonald’s said the China problem would lower its third quarter profit by 15 to 20 cents per share, or as much as $196 million (based on 981 million shares outstanding), and that it is working overtime to win back the trust of customers there.

????Despite the recent closings of a few McDonald’s restaurants in Russia against the backdrop of that country’s conflict with Ukraine, Europe was a relatively bright spot, with the Brits helping mitigate some of the pain in Russia and elsewhere. Still, the company spoke ominously of “weak consumer sentiment” in Europe affecting sales and profit for the third quarter, which includes September.

????Seems worldwide, fewer and fewer people have been saying “I’m loving it,” with little relief in sight for McDonald’s.