麦当劳四季度中国市场贡献大,高管现场揭秘啥

  昨夜今晨,美国连锁快餐巨头麦当劳交出2017年成绩单。随后,一众国际高管和华尔街分析师召开业绩会议,期间更重点表扬中国市场表现强劲,并现场揭秘在全球和中国市场进行重新特许经营的原因。 portant; word-wrap: break-word !im portant; word-wrap: break-word !important; word-wrap: break-word !im下面,小食代就带大家一起直击会议情况。在会议一开始,麦当劳CEO史蒂夫•伊斯特布鲁克(Steve Easterbrook)便开门见山表示,去年麦当劳的表现非常亮眼,portant; word-wrap: break-word !im完成了从业务重振过渡到业务增长的转变。 portant; word-wrap: break-word !im portant; word-wrap: break-word !important; word-wrap: break-word !important; word-wrap: break-word !im portant; word-wrap: break-word !important; word-wrap: break-word !im据悉,第四季度麦当劳现金增长1.5%,全年共增长1.9%。这是自2012年以来麦当劳第一次实现了积极的可比现金增长。当季可比销售额增长5.5%,创下了连续第十个季度的增长记录。全年可比销售额增长5.3%,为六年来最佳成绩。 portant; word-wrap: break-word !important; word-wrap: break-word !important; word-wrap: break-word !im portant; word-wrap: break-word !important; word-wrap: break-word !im全球各区域可比销售额和客单数均取得正增长,其中美国、英国、日本、加拿大和中国等市场的强劲表现起到了重要提升作用。 portant; word-wrap: break-word !important; word-wrap: break-word !important; word-wrap: break-word !im portant; word-wrap: break-word !important; word-wrap: break-word !im在2017年光速增长计划中,客单数的增长是首要任务,在大家的共同努力下,我们做到了。portant; word-wrap: break-word !im史蒂夫•伊斯特布鲁克说。 portant; word-wrap: break-word !important; word-wrap: break-word !important; word-wrap: break-word !im portant; word-wrap: break-word !important; word-wrap: break-word !im此外,麦当劳首席财务官Kevin Ozan也在会议上说,在全球市场疲软的背景下,麦当劳可比销售表现仍十分亮眼,就算与往年的好成绩相比也是最佳,这里面中国的强劲表现使得高增长市场可比销售增加了4%,贡献了重要力量。 portant; word-wrap: break-word !important; word-wrap: break-word !important; word-wrap: break-word !important; word-wrap: break-word !im portant; word-wrap: break-word !important; word-wrap: break-word !important; word-wrap: break-word !im特许经营 portant; word-wrap: break-word !important; word-wrap: break-word !important; word-wrap: break-word !im portant; word-wrap: break-word !important; word-wrap: break-word !im据portant; word-wrap: break-word !im史蒂夫•伊斯特布鲁克在会上表示,2017年的特许经营策略取得重大进展,中国市场特许经营交易最显著。通过在三季度出售中国内地和香港市场的特许经营权,麦当劳要把4000家直营餐厅重新特许经营的目标得以提前实现。 portant; word-wrap: break-word !important; word-wrap: break-word !important; word-wrap: break-word !im portant; word-wrap: break-word !important; word-wrap: break-word !im麦当劳首席财务官Kevin Ozan介绍道,2017年底,特许经营餐厅比例上升到92%,这一比例三年前还是81%。同时特许经营门店利润在所有门店利润中占比超过80%。 portant; word-wrap: break-word !im portant; word-wrap: break-word !im portant; word-wrap: break-word !important; word-wrap: break-word !im他表示,去年麦当劳对中国等几个市场进行重新特许经营。此举给公司带来1亿美元的折旧好处,这两个因素让公司在2017年取得很大成功,为2018年开了一个好头。 portant; word-wrap: break-word !important; word-wrap: break-word !important; word-wrap: break-word !im portant; word-wrap: break-word !important; word-wrap: break-word !im另外,他在会议中提到,为什么要去加大特许经营力度,一是因为目前吸引那些希望参与到业务来的人才已经变得越来越有挑战性,你必须通过培训和发展才能留住他们。 portant; word-wrap: break-word !important; word-wrap: break-word !important; word-wrap: break-word !im portant; word-wrap: break-word !important; word-wrap: break-word !im二是他认为当经营者对市场情况越了解,他们越可以快速适应瞬息万变的市场情况。他称这是特许经营的优势之一。 portant; word-wrap: break-word !important; word-wrap: break-word !important; word-wrap: break-word !im portant; word-wrap: break-word !important; word-wrap: break-word !im对此,史蒂夫•伊斯特布鲁克表示,今年是巨无霸汉堡的50周年,届时将有这款汉堡的庆祝活动。这款目前仍很成功的产品,就是麦当劳早期一家特许经营店Jim Delligatti所发明的。 portant; word-wrap: break-word !important; word-wrap: break-word !important; word-wrap: break-word !im portant; word-wrap: break-word !important; word-wrap: break-word !im他透露今年春天麦当劳将在奥兰多举行一个全球性会议,邀请大约14000位在麦当劳商业系统中的店主、经营者、供应商和雇员等人参加。 portant; word-wrap: break-word !im portant; word-wrap: break-word !important; word-wrap: break-word !im他说:特许经营者和公司总部是有紧密联系的。为此,麦当劳制定了2020愿景计划,并称里面将蕴藏着无限可能。 portant; word-wrap: break-word !im portant; word-wrap: break-word !im portant; word-wrap: break-word !important; word-wrap: break-word !important; word-wrap: break-word !im升级未来餐厅 portant; word-wrap: break-word !important; word-wrap: break-word !important; word-wrap: break-word !im portant; word-wrap: break-word !important; word-wrap: break-word !im在被问到餐厅情况时,麦当劳首席执行官史蒂夫•伊斯特布鲁克先晒了一波成绩单。 portant; word-wrap: break-word !important; word-wrap: break-word !important; word-wrap: break-word !im portant; word-wrap: break-word !important; word-wrap: break-word !im他指出2017年麦当劳共完成3000家门店的改造升级。同时在英国、法国和德国也同步进行店面升级活动。portant; word-wrap: break-word !im数据显示,portant; word-wrap: break-word !im2017年麦当劳全球1/3餐厅升级为未来餐厅。 portant; word-wrap: break-word !important; word-wrap: break-word !important; word-wrap: break-word !im portant; word-wrap: break-word !important; word-wrap: break-word !im此外,他表示麦当劳计划2018年将投入24亿美元,在全球新开1000家门店,并且加快完善自助点餐系统以及旧门店,以刺激业绩发展。他表示,餐厅正在进行技术升级,包括自助点餐机以及送餐到桌服务。 portant; word-wrap: break-word !im portant; word-wrap: break-word !im portant; word-wrap: break-word !im portant; word-wrap: break-word !important; word-wrap: break-word !im小食代此前曾报道portant; word-wrap: break-word !im,本月22日,广州麦当劳首家未来餐厅旗舰店开业,主推个性化点餐和送餐到桌服务,未来5年广佛地区将新开超过220家未来餐厅。 portant; word-wrap: break-word !im portant; word-wrap: break-word !important; word-wrap: break-word !important; word-wrap: break-word !important; word-wrap: break-word !im加强外送服务 portant; word-wrap: break-word !important; word-wrap: break-word !important; word-wrap: break-word !im portant; word-wrap: break-word !important; word-wrap: break-word !im早前在上季度财报公布时,史蒂夫•伊斯特布鲁克曾表示,麦当劳在进入外卖领域时间有一点点晚,但Kevin Ozan在本季会议上称,目前外卖配送已成为麦当劳市场总体销售的主要推动力。 portant; word-wrap: break-word !important; word-wrap: break-word !important; word-wrap: break-word !im portant; word-wrap: break-word !important; word-wrap: break-word !im数据显示,2017年,麦当劳全球portant; word-wrap: break-word !im已超过7000家餐厅开始提供外送服务。portant; word-wrap: break-word !im在美国市场,有大约5000家餐厅已和北美外卖应用商UberEATS合作。 portant; word-wrap: break-word !important; word-wrap: break-word !important; word-wrap: break-word !im portant; word-wrap: break-word !important; word-wrap: break-word !im同时portant; word-wrap: break-word !imKevin Ozan表示麦当劳将继续加强外卖服务,他说,麦当劳在UberEATS这些外卖应用上是最先推荐的餐厅之一,因为无论在哪个店,麦当劳目前的业务都能使他们做到从接单到配送不超过30分钟,他分析说因为麦当劳能为用户提供最大的便利,从而使他们处在行业领先位置。 portant; word-wrap: break-word !important; word-wrap: break-word !important; word-wrap: break-word !im portant; word-wrap: break-word !important; word-wrap: break-word !im在中国地区,麦当劳中国除了自身的麦乐送平台外,还与饿了么、百度等多家第三方外卖平台展开合作。

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