麦咖啡推动麦当劳提高全球销售

麦当劳(McDonald's)进军摩卡和冰拿铁市场的举动，帮助这家快餐连锁企业今年连续第七个月实现全球销售增长，凸显出其商业模式在经济衰退时期的弹性。

McDonald's move into mochas and iced lattes has helped the fast food chain report its seventh consecutive month of increases in global sales this year, underscoring the resilience of its business model in the recession.

麦当劳昨日宣布，7月份同店销售额增加4.3%，低于一年前8%的增幅，但超出了分析师普遍预期的3.2%，也高于6月份2.6%的增幅。昨日午盘时，麦当劳股价上涨1.7%，至56.16美元。

The company's shares rose 1.7 per cent in midday trading yesterday to $56.16 after it said comparable stores sales rose 4.3 per cent in July, down from an increase of 8 per cent a year earlier but beating analysts' consensus expectations of a 3.2 per cent increase and ahead of June's 2.6 per cent rise.

德意志银行(Deutsche Bank)分析师杰森•韦斯特(Jason West)表示，全球销售的增长缓解了对同店销售可能“螺旋式下跌”的担忧，就像汉堡王(Burger King)等竞争对手所经历的那样。

Jason West, analyst at Deutsche Bank, said the global sales increase alleviated concern about a possible “downward spiral” in comparable sales, as had been seen at competitors like Burger King.

凭借咖啡以及汉堡、薯条等核心菜品的热销，麦当劳在美国的销售额增加了2.6%。美国市场为该公司贡献了大约一半利润。

Sales were up 2.6 per cent in the US – which contributes about half the company's profits – because of strong sales of coffees and core menu items like hamburgers and fries.

麦当劳以麦咖啡(McCafe)品牌进军花式咖啡领域的举动，是其策略的一部分，目标是在早餐时间吸引更多顾客，并以自己较低价的饮品，从咖啡连锁店抢夺顾客。

McDonald's expansion into fancy coffees under the McCafé brand is part of a strategy to capture more customers at breakfast time and win them over from coffee chains to its lower-priced drinks.

公司销售最强劲的地区是欧洲，销售额增加了7.2%。原因在于其深受欢迎的“等级菜单”——同时提供廉价、中等及较贵的菜品选择——以及夏季特品的畅销：在法国是鸡肉熏肉洋葱三明治，在英国是基于“美国口味”的汉堡。

The group's strongest sales were in Europe, up 7.2 per cent because of the popularity of its “tiered menu” – which offers cheap, middling and expensive options – as well as summer specials such as chicken, bacon and onion sandwiches in France and burgers based on the “great tastes of America” in the UK.

但中国的销售较低，因为顾客偏爱廉价的本地品牌。麦当劳已经放慢了在中国开设新店的速度。目前麦当劳在中国拥有约1000家门店，计划今年增开150家，低于之前175家的预测。

But sales in China, where it has been slowing new store openings, were weaker as consumers favour cheaper local brands. McDonald's has some 1,000 stores in China and plans to open 150 this year, down from earlier projections of 175.

译者/管婧