麥當勞最新公布的全球銷售額是近年來下滑最嚴重的,外賣和“得來速”也無法彌補因為新冠疫情而被迫停業(yè)的損失。
該公司第二季度的同店銷售額同比下降23.9%,超出市場預期的下降幅度。據彭博社數據,麥當勞歷史上的最差表現還要追溯到2005年,當時全球市場銷售額出現了41.4%的下跌。
麥當勞表示,國際市場的銷售表現不如美國本土市場。上個月,麥當勞在美國的可比銷售額僅下降2.3%,幾乎與疫情前的銷售額持平。不過,加拿大皇家銀行資本市場的股票研究分析師克里斯托弗?卡里爾在一份報告中寫道,即便如此,投資者也可能會失望,因為他們一直希望6月的銷售額可以與此前持平。
“得來速”救場
盡管如此,麥當勞在美國的銷售表現還是優(yōu)于那些需要顧客面對面就餐的飯店,名為“得來速”的免下車服務和外賣減輕了麥當勞的壓力。麥當勞的首席執(zhí)行官克里斯-肯普欽斯基在一份聲明中指出,這家漢堡連鎖店在過去幾年里一直進行著數字化改革,包括觸摸點餐機,數字化可以“在不確定的時代為我們提供更好的服務”。
麥當勞表示,其全球96%的餐廳已經重新開業(yè),99%的美國餐廳繼續(xù)提供服務。當然,“開業(yè)”并不意味著要坐下來就餐。今年夏天早些時候,這家快餐連鎖店暫時停止了重新開放美國自助餐廳的計劃。
目前,麥當勞還面臨著其他問題,比如美國部分地區(qū)的新冠疫情是否會影響到該公司的復工。經濟刺激是另一個懸而未決的大問題,很可能會影響這家全球最大餐飲公司前進的方向。
為了提升銷售額,麥當勞表示,其花費了1億美元來支持美國的特許經營商,并投入同樣的金額到國際運營市場中。此外,該公司向配送中心支付了3100萬美元來保障特許經營層面的流動性。今年春天,麥當勞還對菜單進行了調整,以適應顧客飲食方式的變化。(財富中文網)
編譯:于佳鑫
麥當勞最新公布的全球銷售額是近年來下滑最嚴重的,外賣和“得來速”也無法彌補因為新冠疫情而被迫停業(yè)的損失。
該公司第二季度的同店銷售額同比下降23.9%,超出市場預期的下降幅度。據彭博社數據,麥當勞歷史上的最差表現還要追溯到2005年,當時全球市場銷售額出現了41.4%的下跌。
麥當勞表示,國際市場的銷售表現不如美國本土市場。上個月,麥當勞在美國的可比銷售額僅下降2.3%,幾乎與疫情前的銷售額持平。不過,加拿大皇家銀行資本市場的股票研究分析師克里斯托弗?卡里爾在一份報告中寫道,即便如此,投資者也可能會失望,因為他們一直希望6月的銷售額可以與此前持平。
“得來速”救場
盡管如此,麥當勞在美國的銷售表現還是優(yōu)于那些需要顧客面對面就餐的飯店,名為“得來速”的免下車服務和外賣減輕了麥當勞的壓力。麥當勞的首席執(zhí)行官克里斯-肯普欽斯基在一份聲明中指出,這家漢堡連鎖店在過去幾年里一直進行著數字化改革,包括觸摸點餐機,數字化可以“在不確定的時代為我們提供更好的服務”。
麥當勞表示,其全球96%的餐廳已經重新開業(yè),99%的美國餐廳繼續(xù)提供服務。當然,“開業(yè)”并不意味著要坐下來就餐。今年夏天早些時候,這家快餐連鎖店暫時停止了重新開放美國自助餐廳的計劃。
目前,麥當勞還面臨著其他問題,比如美國部分地區(qū)的新冠疫情是否會影響到該公司的復工。經濟刺激是另一個懸而未決的大問題,很可能會影響這家全球最大餐飲公司前進的方向。
為了提升銷售額,麥當勞表示,其花費了1億美元來支持美國的特許經營商,并投入同樣的金額到國際運營市場中。此外,該公司向配送中心支付了3100萬美元來保障特許經營層面的流動性。今年春天,麥當勞還對菜單進行了調整,以適應顧客飲食方式的變化。(財富中文網)
作者:Anne Riley Moffat, Gerald Porter Jr., 彭博社
編譯: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.