百勝西邊不亮東邊亮 必勝客本土遇冷肯德基中國得寵
Pizzeria chain Pizza Hut’s sales could use a few more toppings.
披薩連鎖店必勝客（Pizza Hut）的銷售額需要再加點料了。Parent company Yum Brands YUM -0.57% said on Wednesday that sales at Pizza Hut stores open at least a year fell 3% in the second quarter, an unexpected drop as analysts were anticipating a small 0.1% increase, according to Consensus Metrix,
必勝客母公司百勝餐飲集團（Yum Brands）週三公佈消息稱，據Consensus Metrix數據顯示，營業一年以上的必勝客連鎖店第二個季度銷售額的跌幅達到了3%，分析師原本預計銷售額能有0.1%的小幅增長，但結果卻讓人大跌眼鏡。分析師稱，必勝客連鎖店的運營機制比較老舊，創新寥寥無幾，一直疲於應付來自其他競爭者的挑戰。它的主要競爭對手達美樂披薩（Domino’s Pizza）現在正搞着火爆的促銷活動：店內的雙層配料披薩只售5.99美元。與此同時，其它餐飲連鎖店也開始插足必勝客的領地：12月，契普多墨西哥連鎖快餐店（Chipotle Mexican Grill ）入股了一家小型快餐連鎖店Pizzeria Locale，現在正在建設分店。另外，布法羅雞翅燒烤店（Buffalo Wild Wings ）也投資了一家披薩連鎖店PizzaRev。Pizza Hut, which analysts say is operating dated stores and offering very little in the way of innovation, has been facing tough competition from all corners. Archrival Domino’s Pizza DPZ -0.29% has been discounting aggressively, and, for example, is currently offering pizzas with two-toppings for $5.99. Meanwhile, other restaurant chains are muscling in on Pizza Hut’s turf: In December, Chipotle Mexican Grill CMG -1.17% took a stake in a small chain called Pizzeria Locale, and is adding new outlets. And Buffalo Wild Wings invested in the pizza restaurant chain PizzaRev.
必勝客首席執行官大衛o諾瓦克在發言中說：“雖然第二季度銷售額下滑令人沮喪，但我們正大力改善必勝客在美國的業務，以期重振銷售，希望銷售額（年末能）出現大幅反彈。”本週，必勝客推出一款8寸披薩形狀的巧克力餅乾，以吸引餐廳內外的消費者。這款餅乾類似棒！約翰（Papa John）去年推出的一款餐後甜品。
“At Pizza Hut, although second-quarter results were disappointing, we are taking significant actions in our U.S. business to reignite sales and expect to make substantial progress” by the end of the year, CEO David Novak said in a statement. This week, Pizza Hut announced that it would sell an eight-inch pizza-shaped chocolate chip cookie to entice customers who are just racing in and out of its restaurants. Papa John’s introduced a similar dessert last year.
百勝餐飲集團旗下陷入困境的品牌並不是只有必勝客一個。至6月14日爲止的季度報告中，百勝餐飲集團旗下的塔可鍾連鎖餐廳（Taco Bell chain）的業績也好不到哪兒去。塔可鍾連鎖餐廳的可比銷售額只增加了2%，低於分析師預測的3.6%。Pizza Hut wasn’t Yum’s only trouble spot. Its Taco Bell chain also had a disappointing showing in the quarter ending June 14. Comparable sales rose 2%, below analyst estimates for a 3.6% increase.
不過，百勝餐飲集團旗下的肯德基餐廳最終贏得了中國消費者的認可，中國貢獻了百勝集團大約一半的收入。肯德基（中國）餐廳的同店銷售額增長了15%，超過了分析師的預估值11%。去年禽流感爆發後，百勝餐飲集團在中國的銷售額一度直線下滑。這家公司一直在努力打消中國消費者的疑慮，宣傳連鎖餐廳的食品安全。現在看來，他們的努力沒有白費，這個集團在中國市場的運營利潤增加了三倍。
