麦当劳在中国爆出食品安全丑闻后再俄罗斯再遭冷遇

2014-08-29 17:27:56来源：可可英语

　　但是，俄罗斯一直是麦当劳在欧洲为数不多的销量强劲的市场之一，当地连锁店占其欧洲总销售额的40%。比例如此之大，因此麦当劳过去5年几乎将俄罗斯的门店数量翻了一番。

　　In each annual report between 2002 and 2013, McDonald’s singled out Russia as a strongmarket, including a fewshootouts in each of the last five years as a “major contributor” to itsEuropean results growth, thanks to expansion and soaring sales at existing restaurants. Infact, the only time during the Putin era McDonald’s identified its performance in Russia couldbe anything but strong was earlier this year when it warned investors that the Russia-Ukraineconflict could hurt sales. (Sure enough, sales declined in Russia in July, after rising in first andsecond quarters.)

　　在2002至2013的年报中，麦当劳每年都把俄罗斯单独列为增长强劲的市场，包括过去5年里，俄罗斯分公司每年都能荣获欧洲业绩增长的“主要贡献者”称号，这一切都得益于开设新店和原有分店的销售激增。事实上，在普京任职期间，麦当劳在俄罗斯市场的业绩只有一次没有呈现强劲增长，这唯一的一次就是在今年早些时候。当时它曾警告投资者，称俄罗斯和乌克兰冲突可能使销售受到影响。(确实如此，该公司在俄罗斯的销售在第一和第二季度都呈现增长，但是在7月份出现了下滑。)

　　“It’s not enough to move the needle,” R.J. Hottovy told Fortune, in reference to a potentialhit to McDonald’s results. “At the same time it’s a growth market and comes on the heels on abunch of scary things.”

　　“但这些不足影响公司的总体方针，”在提到对麦当劳业绩潜在的影响时，分析师R.J.霍托维向《财富》(Fortune)介绍。“与此同时，这仍是一个增长的市场，一个在各种风险中不断前进的市场。”

　　One of the factors mitigating the pain to McDonald’s is that Russia is only one of two markets,including Britain, where most restaurants are company-operated rather than franchised. Suchlocations are less profitable than franchised ones, where McDonald’s simply gets a cut of thesales, Hottovy said.

　　让麦当劳能好受一点的因素之一是，俄罗斯只是其两大特殊市场中的一个，另一个是英国，其特殊之处在于大部分餐厅是麦当劳公司自己经营的自营店，而不是特许经营的加盟店。霍托维表示，这些自营门店的盈利不及加盟店，而麦当劳从加盟店那里仅收取利润分成。

　　The Russian restaurants closed Wednesday include the one just off Pushkinskaya Square, thecompany’s oldest and busiest branch in the country, whose opening 24 years ago was asymbolic landmark event at the end of the Cold War.

　　俄罗斯星期三关闭的餐厅中包括普希金广场(Pushkinskaya Square)的麦当劳餐厅，这也是俄罗斯最早、业务最繁忙的麦当劳餐厅。24年前，这家餐厅的开业一度成为冷战结束的标志性事件。

本文关键字: 麦当劳食品安全丑闻