麥當勞正失去對年輕人的吸引力大綱
McDonald’s may have a hard time turning around recent sales declines as the hamburger giant loses its appeal with younger consumers.
漢堡巨頭麥當勞（McDonald's）可能很難扭轉最近在美銷售額下降的頹勢，因爲它正失去對年輕消費者的吸引力。
McDonald’s reported its biggest decline in global same-store sales since 2003 this month, and in the U.S. sales at stores open 13 months or longer sales have been flat of falling so far this year.
本月，麥當勞的全球同店銷售額出現了自2003年以來的最大跌幅。在美國，開業時間達到和超過13個月的麥當勞店面今年初以來的銷售額一路走低。
The company may have a hard time reversing the dropping sales as diners in their 20s and 30s, long a key customer base for the world’s largest restaurant chain, look to healthier, fast-casual competitors such as Chipotle Mexican Grill and Panera Bread Co. , reported the Wall Street Journal.
據《華爾街日報》（Wall Street Journal）報道，作爲全球最大餐飲連鎖機構，麥當勞的核心顧客羣體一直都是二、三十歲的消費者。而這些顧客正把目光轉向更健康的Chipotle墨西哥休閒連鎖快餐店和帕納拉麪包（Panera Bread）等競爭者，麥當勞想要扭轉銷售下跌的勢頭並不容易。
The number of U.S. diners aged 19 to 21 who eat at McDonald’s each month has declined 12.9 percentage points since the start of 2011, while monthly diners age 22 to 37 have remained flat over the same time frame, according to Technomic data.
食品行業研究機構Technomic提供的數據顯示，2011年初以來，在麥當勞的月度就餐人數中，19-21歲的消費者減少了12.9%，22-37歲的消費者數量仍然持平。
Over that period, consumers have shifted their mealtimes to fast-casual chains where monthly visits increased by 2.3 percentage points for those age 19 to 21 and 5.2 percentage points for those age 22 to 37.
在此期間，消費者開始轉向其他休閒快餐。其每月造訪的顧客中，19-21歲的消費者增加了2.3%，22-37歲的消費者增加了5.2%。
Fast-casual restaurants, including others such as Five Guys and Corner Bakery Cafe, mix of fresher ingredients and custom ordering with the convenience of fast-food. These types of outlets have multiplied over the past decade from 9,000 to more than 21,000 as McDonald’s locations have hovered around 14,000, Technomic said.
Technomic指出，包括Five Guys和Corner Bakery Cafe在內的休閒快餐經營商把更新鮮的食材、個性化下單和快餐的便捷結合在了一起。10年來，這種休閒快餐店的數量迅速增長，從9000家增至21,000家，而麥當勞的數量一直保持在14,000家左右。
As McDonald’s faces a dropoff in younger consumers, it is also trying to cope with a host of global setbacks. A Chinese supplier was accused of selling expired meat last month, leading to a sales drop of 7.3% in the Asia/Pacific, Middle East and Africa regions. Then last week, it was forced to close locations in Moscow after alleged sanitary violations.
在年輕顧客數量減少的同時，麥當勞還需應付全球範圍內的諸多麻煩。上個月，麥當勞的中國供應商被指銷售過期肉，導致麥當勞在亞太、中東和非洲地區的銷售額下降了7.3%。上週，莫斯科的多家麥當勞餐廳因衛生不達標而被停業整頓。
Executives have acknowledged the issues at home and set up a “learning lab” at a restaurant in June in order to gain insight into what consumers are looking for in a fast-food dining experience. Still, any meaningful changes will be difficult to implement given McDonald’s’ large operation and complex supply chain, say analysts.
麥當勞管理層已經意識到了美國本土出現的問題，並於6月份在一家麥當勞餐廳設立了“學習實驗室”，以瞭解顧客所期望的快餐就餐體驗。但分析師認爲，考慮到麥當勞龐大的規模和複雜的供應鏈，任何實質性的改革都很難落實。
