洋快餐在中国市场受阻

2014-08-29 16:52:42来源：可可英语

　　Food safety “is not just something that affects McDonald’s and KFC, they are just the bestknown”, says Torsten Stocker, partner at consulting firm AT Kearney. “If it’s a problem theyare facing, why would others be any different?”

　　食品安全“不止影响麦当劳和肯德基，它们只不过是最有名的”，咨询公司科尔尼(AT Kearney)的合伙人唐仕德(Torsten Stocker)说。“如果它们现在面临这样的问题，其他企业又有何分别呢?”

　　Many diners seem to realise that western brands are not the only ones with a problem: oneyoung office worker eating lunch at a local fast-food outlet this week displayed a length of wirethat he had just pulled out of his meal and told the Financial Times that the only solution wasto “ignore it”.

　　许多用餐者似乎明白并不是只有西方品牌有问题：上周，一名在中国本土快餐店吃午饭的年轻办公室职员向英国《金融时报》记者展示了一根他刚从午饭里择出来的金属丝，并告诉记者唯一的解决办法就是“无视它”。

　　That, say observers, speaks to the issue of suppliers. Most of China’s half a million foodprocessors are far too small or unsophisticated to serve enormous and exacting clients suchas the foreign chains.

　　观察人士表示，这暴露出了供应商的问题。中国的50万家食品加工商中，绝大部分规模太小或太缺乏经验，不适合为外资连锁餐厅等既庞大又要求严格的客户服务。

　　Analysts say suppliers have failed to keep up with expansion in the sector, with companiessuch as Dicos increasing its restaurant numbers by 40 per cent in the first quarter of this yearcompared with last year, to 2,200 stores.

　　分析师称，供应商未能跟上快餐业扩张的脚步。以德克士(Dicos)为例，该公司今年第一季度门店数量同比增长40%，达到2200家。

　　Hence a string of scandals have shaken the faith of China’s twenty- and thirtysomething white-collar workers. Brands such as Yum’s KFC in particular have been hit by one highly publicisedsupplier scandal after another; Yum sales had just begun to recover from a 2012 scare overantibiotics in chicken, when the expired-meat scandal broke last month.

　　因此，一连串的丑闻已经动摇了中国二三十岁白领的信心。肯德基等品牌尤其受到一个接一个被大肆曝光的供应商丑闻的冲击;百胜的销售额刚刚开始从2012年禽肉滥用抗生素引起的恐慌中恢复，上月就又曝出了“过期肉”丑闻。

　　And problems with food quality have also coincided with other trends that have challengedwestern fast-food brands, industry analysts say.

　　行业分析师表示，食品质量问题冒出来之际，其他潮流也对西方快餐品牌构成了挑战。

　　“Fast-food consumers in China have shifted away from their original curiosity about westernfast food, and nowadays they are pickier and more focused on health,” says Shi Jun, cateringindustry analyst at Beijing-based Alliance PKU Management.

　　“中国的快餐消费者已不再像最初那样对西方快餐感到好奇，现在他们更挑剔、更关注健康，”总部位于北京的北大纵横管理咨询公司(Alliance PKU Management)的餐饮业分析师史俊说。

　　“Twenty years ago, a McDonald’s or a KFC might have been one of the few locations in sometowns that had air conditioning and a clean bathroom, but now there are lots more alternatives;competition has greatly increased,” says Shaun Rein, of China Market Research Group inShanghai.

　　“20年前，麦当劳或肯德基餐厅可能是某些城镇少数几个有空调和干净厕所的地方，但现在有很多别的选择;竞争大幅增加了，”上海中国市场研究集团(China Market Research)的雷小山(Shaun Rein)说。

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