麦当劳全球销售额跳水公司面临动荡

2014-09-15 12:20:21来源：可可英语

　　McDonald’s CEO Don Thompson tried to put a brave face on it, saying the company had faced“headwinds” around the world and was trying to “effectively navigate” them to find its footingagain.

　　麦当劳的首席执行官唐o汤普森试图勇敢地面对当前的困难。他表示公司在全球都面临着“逆风”的局面，他们将设法“有效导航”，从而重回正轨。

　　But he has a big job ahead of him. In the U.S. which accounts for one-third of revenues, same-restaurant sales at restaurants open for at least the last 13 months (to strip out the effect ofopenings and closings) fell 2.8% compared to the 2% decrease Wall Street experts wereanticipating. That continued a trend of poor U.S. results as intense breakfast competition,price-conscious consumers looking for cheaper menu items and operational screw-ups havekept diners away in droves. Last month, McDonald’s finally lost patience and announced itwas replacing the head of its U.S. and Canada division less than two years after he wasappointed. In 2013, McDonald’s reported a decline in U.S. same-store restaurant sales for theyear , breaking a 10-year streak of gains.

　　不过他面临着很大的问题。在贡献麦当劳三分之一收入的美国，过去至少13个月中保持营业的餐厅中(为了排除开业和停业造成的影响)，麦当劳的同店销售额下跌了2.8%，比华尔街专家预测的2%跌幅还要多。由于日益激烈的早餐竞争，麦当劳的表现持续低迷。关注价格的顾客正在寻找更为实惠的餐厅，而麦当劳的运营混乱也让用餐者陆续离开。上个月，麦当劳终于失去了耐心，宣布将替换任职不到两年的美国和加拿大区主管。麦当劳在2013年的报告中表示，当年美国的同店销售额开始出现下降，这中断了之前连续十年的增长态势。

　　In Asia, things were even worse, as a food safety scandal that hit McDonald’s in July proved tobe the gift that keeps on giving. Sales in Japan fell 25% last because of the scandal, and alarge sales decline in China carried over into August. The Chinese subsidiary of McDonalds’slargest meat supplier, OSI Group, was recently fined forselling expired meat to McDonald’s,Yum Brands’ KFC, and other chains in the country after being caught by a Shanghai TVchannel in late July re-labelling expired meat packages and using expired beef to make patties.McDonald’s was short on beef and chicken for three weeks in China following the ordeal.

　　在亚洲，随着7月重创麦当劳的食品安全丑闻演变成一部长剧，情况甚至变得更加糟糕。由于丑闻，麦当劳在日本的销售额猛跌25%，而中国的销售额下滑一直持续到8月。今年7月末，东方卫视爆料称，麦当劳的最大肉类供应商福喜集团(OSI Group)在中国的分公司给过期肉类重新贴标签，使用过期牛肉制作肉饼，并向麦当劳、百胜餐饮(Yum)的肯德基(KFC)和其他中国的食品连锁公司出售该类产品。福喜现已为此遭到罚款处罚。这一事件发生后，麦当劳中国区的牛肉和鸡肉短缺持续了三周。

　　McDonald’s said the China problem would lower its third quarter profit by 15 to 20 cents pershare, or as much as $196 million (based on 981 million shares outstanding), and that it isworking overtime to win back the trust of customers there.

　　麦当劳表示，中国的这起事件将使公司第三季度的每股利润降低15至20美分，即降低多达1.96亿美元(麦当劳的净发股票为9.81亿)，公司将努力赢回该市场的顾客的信任。

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