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麥當(dāng)勞應(yīng)如何扭轉(zhuǎn)銷量頹勢?

麥當(dāng)勞應(yīng)如何扭轉(zhuǎn)銷量頹勢?

Entrepreneur 2014年12月11日
11月,麥當(dāng)勞同店銷售額下降2.2%,下降幅度高于分析師之前的預(yù)計。要遏止銷售頹勢,有以下四種可行方法。

????面對連續(xù)數(shù)月毫無起色的收益報告,麥當(dāng)勞每位高管必然都在琢磨同一個問題:究竟如何才能扭轉(zhuǎn)局勢?

????麥當(dāng)勞周一宣布,11月份,該公司全球同店銷售額下降2.2%,美國同店銷售額下降4.6%。其美國銷售額毫無增長的局面已持續(xù)一年有余。

????這位快餐連鎖巨頭怎樣才能擺脫正加速惡化的局面?以下是四種扭轉(zhuǎn)頹勢的可行的方法。

????轉(zhuǎn)向快速休閑餐飲。鑒于快速休閑餐廳對快餐店市場份額的不斷侵蝕,麥當(dāng)勞或許應(yīng)該嘗試改變其低價低質(zhì)的形象。

????麥當(dāng)勞似乎也正在朝這個方向發(fā)展。首席執(zhí)行官唐?湯普森在一份聲明中稱:“現(xiàn)在的趨勢是,消費(fèi)者在用餐時要求有更多選擇、更便利,并獲取更多的價值?!?/p>

????至少,麥當(dāng)勞的一些門店正專注于增加菜單種類,推出可訂制菜單,讓顧客擁有更多的選擇,以及價格更高的漢堡。據(jù)《今日美國》(USA Today)報道,麥當(dāng)勞已著手將之前在加州4家門店開展的“自選口味”(Create Your Taste)試運(yùn)行項(xiàng)目擴(kuò)展到另外五個州的30家門店。到2015年,美國將有2000家門店推出“自選口味”服務(wù),顧客可以通過觸屏點(diǎn)餐臺選擇更多種類的高端漢堡,可以加雞蛋、熏肉、烤蘑菇等食材。《今日美國》還稱,優(yōu)質(zhì)漢堡的價格也更高。漢堡加上飲料和薯?xiàng)l,售價約8.29美元(約合人民幣51元)。

????此前,麥當(dāng)勞也曾在澳大利亞廣泛試運(yùn)行這項(xiàng)服務(wù),公司計劃將該服務(wù)在澳大利亞全國推廣。無獨(dú)有偶,澳大利亞是麥當(dāng)勞在亞太、中東和非洲區(qū)的唯一亮點(diǎn)。盡管澳大利亞的業(yè)績良好,但這一區(qū)域的同店銷售額下跌了4%。

????推出更多雞肉食品。麥當(dāng)勞在“自選口味”的菜單上,增加了第二種肉:雞肉?,F(xiàn)在顧客可以通過觸屏點(diǎn)餐臺自行“制作”雞肉三明治。

????雞肉是2014年快餐業(yè)出人意料的明星產(chǎn)品。美國雞肉快餐服務(wù)連鎖店福來雞(Chick-fil-A)和伯強(qiáng)格斯(Bojangles)發(fā)展迅猛,并且,整個快餐行業(yè)的餐廳都在增加雞肉菜品數(shù)量。過去4年里,雞肉三明治銷量的年均增速達(dá)到了3%。

????我們暫且不論三明治的卡路里含量是否真的更高,但雞肉被視為一種比漢堡更健康的選擇,而這也讓備受歡迎的雞肉與快速休閑趨勢一拍即合。此外,隨著牛肉和豬肉價格的上漲,對于希望為顧客提供更多菜品的餐廳來說,雞肉在成本上十分劃算。對于麥當(dāng)勞這家世界上最大的漢堡連鎖企業(yè)來說,弱化漢堡地位、轉(zhuǎn)而專注雞肉的時代或已來臨。

????簡化菜單?!?/strong>自選口味”服務(wù)的菜單在理論上聽起來很棒,但似乎與麥當(dāng)勞的一個計劃背道而馳,即簡化“擁擠”的菜單。

????After months and months of depressing earnings reports, one question must be on every McDonald’s MCD -3.84% exec’s mind: How on earth can we turn things around?

????Same-store sales fell 2.2 percent globally and 4.6 percent in the U.S. in November, McDonald’s reported on Monday. The chain hasn’t seen any growth sales in the U.S. for over a year.

????How can the fast-food chain pull itself out of the rapidly deepening rut? Here are four possible ways to turn things around.

????Go fast-casual.As the fast-casual business increasingly cuts into the market for fast food, it may be time for McDonald’s to try and ditch its cheap but low-quality reputation.

????It seems the chain may be heading that way. “Today’s consumers increasingly demand more choice, convenience and value in their dining-out experience,” McDonald’s CEO Don Thompson said in a statement.

????At least some McDonald’s locations are focusing on boosting the choice aspect, with a customizable menu that offers more options – and pricier burgers. McDonald’s “Create Your Taste” test platform is now expanding from four California stores to 30 locations in five more states, reports USA Today. By 2015, 2,000 U.S. locations will offer the menu platform, which allows customers to order more high-end burgers with toppings like eggs, smoked bacon and grilled mushrooms via tablet-like kiosks. The higher-quality burgers cost substantially more, with a customer burger with a drink and fries coming in at around $8.29, according to USA Today.

????The option is additionally expanding nationally in Australia, where the platform has also been widely tested. Incidentally, Australia was the only bright spot in McDonald’s Asia/Pacific, Middle East and Africa (APMEA) same-store sales, which dropped 4 percent despite Australia’s positive performance.

????Serve more chicken.With the expansion of the “Create Your Taste” platform, McDonald’s is adding a second meat to the menu: Chicken. Now customers will be able to build their own chicken sandwiches at the kiosks.

????Chicken was the surprise MVP of the quick service industry in 2014, with chicken chains like Chick-fil-A and Bojangles thriving and restaurants across the industry adding more chicken to the menu. Servings of breaded chicken sandwiches have grown an average of 3 percent over the last four years.

????Chicken is seen as a healthier option than burgers, whether or not the sandwiches actually have a higher calorie count, helping the trendy fowl to fit in with the fast-casual trend. Additionally, with increased beef and pork prices, chicken is an economically sound options for restaurants interested in expanding their menu. Maybe it’s time for the biggest burger chain in the world to downplay the hamburger and focus on chicken instead.

????Simplify the menu.While the “Create Your Taste” menu sounds awesome in theory, it seems to run counter one of McDonald’s plans: simplifying the overstuffed menu.

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