麥當勞全球銷售額跳水 公司面臨動盪

Things just keep getting worse for McDonald’s .

對麥當勞（McDonald）來說，情況還在持續惡化。

On top of ongoing problems at home, where U.S. customers have been cutting back on its cheeseburgers and fries for nearly a year, the world’s largest restaurant chain last month had to contend with restaurant closings in Russia and a food safety scandal in Asia that decimated its sales in China and Japan.

由於近一年來美國顧客對芝士漢堡和炸薯條的消費量持續降低，麥當勞在美國本土已經遭遇難題。雪上加霜的是，這家全球最大的餐飲連鎖商上個月還得應對俄羅斯的餐廳關閉事件，另外亞洲的食品安全醜聞也讓中國和日本的麥當勞銷售額跳水。

The result was a 3.7% decline in global same-restaurant sales in August, along with a warning to Wall Street that McDonald’s gross profit rate would take a hit. That was a much deeper decline than the 3.1% drop analysts were expecting, according to Consensus Matrix, and continued a trend that seen the chain frequently miss analyst projections.

這一切使得麥當勞8月的全球同店銷售額下跌了3.7%，華爾街還警告說，麥當勞的毛利率也將遭受重挫。根據Consensus Matrix公司的預計，麥當勞毛利率的下跌幅度將遠大於3.1%，他們還表示，該公司未來的表現恐怕會時常低於分析師的預期。

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 footing again.

麥當勞的首席執行官唐o湯普森試圖勇敢地面對當前的困難。他表示公司在全球都面臨着“逆風”的局面，他們將設法“有效導航”，從而重回正軌。

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 of openings and closings) fell 2.8% compared to the 2% decrease Wall Street experts were anticipating. 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 have kept diners away in droves. Last month, McDonald’s finally lost patience and announced it was replacing the head of its U.S. and Canada division less than two years after he was appointed. In 2013, McDonald’s reported a decline in U.S. same-store restaurant sales for the year , breaking a 10-year streak of gains.

不過他面臨着很大的問題。在貢獻麥當勞三分之一收入的美國，過去至少13個月中保持營業的餐廳中（爲了排除開業和停業造成的影響），麥當勞的同店銷售額下跌了2.8%，比華爾街專家預測的2%跌幅還要多。由於日益激烈的早餐競爭，麥當勞的表現持續低迷。關注價格的顧客正在尋找更爲實惠的餐廳，而麥當勞的運營混亂也讓用餐者陸續離開。上個月，麥當勞終於失去了耐心，宣佈將替換任職不到兩年的美國和加拿大區主管。麥當勞在2013年的報告中表示，當年美國的同店銷售額開始出現下降，這中斷了之前連續十年的增長態勢。

In Asia, things were even worse, as a food safety scandal that hit McDonald’s in July proved to be the gift that keeps on giving. Sales in Japan fell 25% last because of the scandal, and a large sales decline in China carried over into August. The Chinese subsidiary of McDonalds’s largest 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 TV channel 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.

在亞洲，隨着7月重創麥當勞的食品安全醜聞演變成一部長劇，情況甚至變得更加糟糕。由於醜聞，麥當勞在日本的銷售額猛跌25%，而中國的銷售額下滑一直持續到8月。今年7月末，東方衛視爆料稱，麥當勞的最大肉類供應商福喜集團（OSI Group）在中國的分公司給過期肉類重新貼標籤，使用過期牛肉製作肉餅，並向麥當勞、百勝餐飲（Yum）的肯德基（KFC）和其他中國的食品連鎖公司出售該類產品。福喜現已爲此遭到罰款處罰。這一事件發生後，麥當勞中國區的牛肉和雞肉短缺持續了三週。

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

麥當勞表示，中國的這起事件將使公司第三季度的每股利潤降低15至20美分，即降低多達1.96億美元（麥當勞的淨髮股票爲9.81億），公司將努力贏回該市場的顧客的信任。

Despite the recent closings of a few McDonald’s restaurants in Russia against the backdrop of that country’s conflict with Ukraine, Europe was a relatively bright spot, with the Brits helping mitigate some of the pain in Russia and elsewhere. Still, the company spoke ominously of “weak consumer sentiment” in Europe affecting sales and profit for the third quarter, which includes September.

儘管最近在俄羅斯與烏克蘭衝突的大背景下，幾家俄羅斯的麥當勞門店被關閉，但歐洲區的表現相對較爲出色，英國人幫忙緩解了俄羅斯和其他地區給麥當勞帶來的陣痛。儘管如此，麥當勞表示，歐洲區的前景依然不容樂觀，“疲弱的消費者信心”將會影響包括9月在內的第三季度的銷售額和利潤。

Seems worldwide, fewer and fewer people have been saying “I’m loving it,” with little relief in sight for McDonald’s.

從全球範圍來看，還在說“我就喜歡”的人似乎越來越少。對麥當勞而言，情況幾乎還沒有好轉的跡象。