由于消費(fèi)者不愿接受更高價(jià)的食品，麥當(dāng)勞本周二公布的美國(guó)市場(chǎng)銷售增長(zhǎng)數(shù)字低于預(yù)期,，市場(chǎng)擔(dān)憂麥當(dāng)勞自夸的轉(zhuǎn)型或無疾而終,。

盡管推出了早餐菜單全天享用等活動(dòng)，麥當(dāng)勞的美國(guó)市場(chǎng)銷售業(yè)績(jī)?nèi)赃B續(xù)第二個(gè)季度令人失望,。截至6月30日的第二季度,，麥當(dāng)勞的同店銷售額（開業(yè)至少13個(gè)月的門店銷售額）增長(zhǎng)1.8%，遠(yuǎn)低于Consensus Matrix公司調(diào)研分析師的平均預(yù)期3.6%,。麥當(dāng)勞股價(jià)最近觸及歷史高位,，但周二早盤跌逾3%。

麥當(dāng)勞發(fā)布聲明稱,，“在多個(gè)重要市場(chǎng)均面臨巨大挑戰(zhàn),。”

美國(guó)是麥當(dāng)勞最大的市場(chǎng)，銷售額占總額近40%,。華爾街分析師預(yù)計(jì),，麥當(dāng)勞一直面臨顧客減少的問題。此外,，麥當(dāng)勞也在努力引導(dǎo)顧客放棄過去的“一美元菜單”,。麥當(dāng)勞的高管說，過于強(qiáng)調(diào)平價(jià)餐食會(huì)傷害公司品牌,，而且轉(zhuǎn)型推出優(yōu)質(zhì)產(chǎn)品時(shí)阻力很大,。

加拿大皇家銀行分析師大衛(wèi)·帕爾默在報(bào)告中指出：“（麥當(dāng)勞的）人流量可能仍然會(huì)是負(fù)增長(zhǎng)，今后還會(huì)繼續(xù)受‘一美元菜單后遺癥’困擾,，因?yàn)榘凑杖藗冇∠笾宣湲?dāng)勞的質(zhì)量水準(zhǔn),，新推出的高端產(chǎn)品售價(jià)或許太高了?！钡蔡岬?，麥當(dāng)勞的2美元McPick多選二優(yōu)惠組合是提振銷售和盈利的重要?jiǎng)恿Α?

盡管挑戰(zhàn)多多，麥當(dāng)勞在美國(guó)的同店銷售額在下滑兩年后還是實(shí)現(xiàn)連續(xù)四個(gè)季度增長(zhǎng),。麥當(dāng)勞首席執(zhí)行官史蒂夫·伊斯特布魯克表示,，公司已經(jīng)盡力精簡(jiǎn)菜單，剔除了不受歡迎和拖累廚房速度的食品,。伊斯特布魯克去年10月在美國(guó)啟動(dòng)早餐全天享用項(xiàng)目，終于回應(yīng)了一些忠實(shí)客戶多年來的呼聲,。去年末麥當(dāng)勞還推出McPick多選二套餐,，顧客只需花2美元就可以從雙層牛肉漢堡、麥香雞漢堡等餐點(diǎn)中挑選兩種,。

全球市場(chǎng)方面,，由于英國(guó)、加拿大,、澳大利亞和德國(guó)的銷售增長(zhǎng)強(qiáng)勁,，麥當(dāng)勞國(guó)際領(lǐng)先市場(chǎng)（麥當(dāng)勞將澳大利亞、加拿大,、法國(guó),、德國(guó)和英國(guó)劃歸此類市場(chǎng)——譯注）二季度的同店銷售額增長(zhǎng)2.6%。截至6月30日,，麥當(dāng)勞當(dāng)季凈利潤(rùn)下降9.1%至10.9億美元,，或每股1.25美元。當(dāng)季總營(yíng)業(yè)收入下降3.5%至62.7億美元,，與湯森路透I/B/E/S的分析師預(yù)測(cè)均值一致,。一次性項(xiàng)目除外，麥當(dāng)勞當(dāng)季每股收益1.45美元，高于每股1.38美元的預(yù)測(cè)均值,。 （財(cái)富中文網(wǎng)）

譯者：Pessy

審校：夏林

McDonald’s reported slower-than-expected U.S. sales growth on Tuesday, hurt by customer reluctance to embrace its pricier items, stoking fears the burger chain’s vaunted turnaround has stalled.

It was the second quarter in a row of disappointed sales growth in the United States despite initiatives like its all-day breakfast menu. McDonald’s comparable sales (sales at restaurants open at least 13 months) rose 1.8% in the quarter ended June 30, well below the 3.6% clip analysts were expecting, according to Consensus Matrix. McDonald’s shares, which recently were trading at all-time highs, fell more than 3% in early trading.

McDonald’s said in a statement it faced “a challenging environment in several key markets.”

And in the U.S., its largest market, generating nearly 40% of sales, Wall Street analysts said McDonald’s continued to grapple with shrinking numbers of visitors. What’s more, McDonald’s has been trying to wean customers off of its former Dollar Menu, which executives have said hurt its brand and made it harder to charge more for the better products it has introduced.

“Traffic likely remains negative and the chain continues to wrestle with “Dollar Menu hangover” as prices for its premium items are perhaps too high for their perceived quality,” RBC David Palmer said in a note, though he noted that the “McPick 2 for $5” has been an important source of sales and margin improvements.

Still, it was the fourth straight quarter of comparable sales increases in the U.S. for McDonald’s after what had been two years of declines. On the watch of CEO Steve Easterbrook, McDonald’s has sought to simplify its menu, shedding items that were either unpopular or slowed down the process in the kitchen. Easterbrook brought back All-Day Breakfast in the U.S. in October, finally yielding to what McDonald’s loyalists had been clamoring for for years. McDonald’s also introduced McPick 2 late last year; customers can pay $2 for two items among a selection of the McDouble and McChicken sandwiches, and other items.

Internationally, comparable sales for the International Lead segment rose 2.6% for the quarter, led by gains in Britain, Canada, Australia, and Germany. Net income fell 9.1% to $1.09 billion, or $1.25 per share, in the quarter ended June 30. Total revenue declined 3.5% percent to $6.27 billion, in line with the average analyst estimate, according to Thomson Reuters I/B/E/S. Excluding some one-time items, McDonald’s earned $1.45 per share, topping the average estimate of $1.38.