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McDonald’s may have a hard time turning around recent sales declines as the hamburger giant loses its appeal with younger consumers.
漢堡巨頭麥當(dāng)勞（McDonald's）可能很難扭轉(zhuǎn)最近在美銷售額下降的頹勢(shì)，因?yàn)樗?duì)年輕消費(fèi)者的吸引力。
McDonald’s reported its biggest decline in global same-store sales since 2003 this month, and in the U.S. sales at stores open 13 months or longer sales have been flat of falling so far this year.
本月，麥當(dāng)勞的全球同店銷售額出現(xiàn)了自2003年以來(lái)的最大跌幅。在美國(guó)，開(kāi)業(yè)時(shí)間達(dá)到和超過(guò)13個(gè)月的麥當(dāng)勞店面今年初以來(lái)的銷售額一路走低。
The company may have a hard time reversing the dropping sales as diners in their 20s and 30s, long a key customer base for the world’s largest restaurant chain, look to healthier, fast-casual competitors such as Chipotle Mexican Grill and Panera Bread Co. , reported the Wall Street Journal.
據(jù)《華爾街日?qǐng)?bào)》（Wall Street Journal）報(bào)道，作為全球最大餐飲連鎖機(jī)構(gòu)，麥當(dāng)勞的核心顧客群體一直都是二、三十歲的消費(fèi)者。而這些顧客正把目光轉(zhuǎn)向更健康的Chipotle墨西哥休閑連鎖快餐店和帕納拉面包（Panera Bread）等競(jìng)爭(zhēng)者，麥當(dāng)勞想要扭轉(zhuǎn)銷售下跌的勢(shì)頭并不容易。
The number of U.S. diners aged 19 to 21 who eat at McDonald’s each month has declined 12.9 percentage points since the start of 2011, while monthly diners age 22 to 37 have remained flat over the same time frame, according to Technomic data.
食品行業(yè)研究機(jī)構(gòu)Technomic提供的數(shù)據(jù)顯示，2011年初以來(lái)，在麥當(dāng)勞的月度就餐人數(shù)中，19-21歲的消費(fèi)者減少了12.9%，22-37歲的消費(fèi)者數(shù)量仍然持平。
Over that period, consumers have shifted their mealtimes to fast-casual chains where monthly visits increased by 2.3 percentage points for those age 19 to 21 and 5.2 percentage points for those age 22 to 37.
在此期間，消費(fèi)者開(kāi)始轉(zhuǎn)向其他休閑快餐。其每月造訪的顧客中，19-21歲的消費(fèi)者增加了2.3%，22-37歲的消費(fèi)者增加了5.2%。
Fast-casual restaurants, including others such as Five Guys and Corner Bakery Cafe, mix of fresher ingredients and custom ordering with the convenience of fast-food. These types of outlets have multiplied over the past decade from 9,000 to more than 21,000 as McDonald’s locations have hovered around 14,000, Technomic said.
Technomic指出，包括Five Guys和Corner Bakery Cafe在內(nèi)的休閑快餐經(jīng)營(yíng)商把更新鮮的食材、個(gè)性化下單和快餐的便捷結(jié)合在了一起。10年來(lái)，這種休閑快餐店的數(shù)量迅速增長(zhǎng)，從9000家增至21,000家，而麥當(dāng)勞的數(shù)量一直保持在14,000家左右。
As McDonald’s faces a dropoff in younger consumers, it is also trying to cope with a host of global setbacks. A Chinese supplier was accused of selling expired meat last month, leading to a sales drop of 7.3% in the Asia/Pacific, Middle East and Africa regions. Then last week, it was forced to close locations in Moscow after alleged sanitary violations.
在年輕顧客數(shù)量減少的同時(shí)，麥當(dāng)勞還需應(yīng)付全球范圍內(nèi)的諸多麻煩。上個(gè)月，麥當(dāng)勞的中國(guó)供應(yīng)商被指銷售過(guò)期肉，導(dǎo)致麥當(dāng)勞在亞太、中東和非洲地區(qū)的銷售額下降了7.3%。上周，莫斯科的多家麥當(dāng)勞餐廳因衛(wèi)生不達(dá)標(biāo)而被停業(yè)整頓。
Executives have acknowledged the issues at home and set up a “l(fā)earning lab” at a restaurant in June in order to gain insight into what consumers are looking for in a fast-food dining experience. Still, any meaningful changes will be difficult to implement given McDonald’s’ large operation and complex supply chain, say analysts.
麥當(dāng)勞管理層已經(jīng)意識(shí)到了美國(guó)本土出現(xiàn)的問(wèn)題，并于6月份在一家麥當(dāng)勞餐廳設(shè)立了“學(xué)習(xí)實(shí)驗(yàn)室”，以了解顧客所期望的快餐就餐體驗(yàn)。但分析師認(rèn)為，考慮到麥當(dāng)勞龐大的規(guī)模和復(fù)雜的供應(yīng)鏈，任何實(shí)質(zhì)性的改革都很難落實(shí)。
