對抗唐恩都樂

????另據報道，周一，麥當勞在新英格蘭地區啟動了新的早餐計劃。我們認為，這是為了與唐恩都樂（Dunkin’ Donuts）爭奪市場份額而采取的舉措，可能會在長期內使后者的日子更不好過。

????根據《波士頓環球報》（Boston Globe）報道，麥當勞的新“菜單包括丹麥芝士、兩種松餅、香蕉面包和香草甜筒冰淇淋。與傳統的麥當勞早餐菜單不同，這份菜單的特色在于包括燕麥粥、薄烤餅，還對一直以來倍受歡迎的蛋麥滿分（Egg McMuffin）做了新的變化，這些烘焙食品將會全天供應。”

????該計劃針對波士頓地區，銷售范圍包括紐約州奧爾巴尼、馬薩諸塞州、羅德島、康涅狄格州以及東北部的若干個州。

????根據麥當勞公司透露，新英格蘭地區分部與位于伊利諾伊州橡溪鎮麥當勞總部的菜單管理團隊合作，“研發了一系列早餐烘焙產品，他們認為，這些新產品能在當地消費者中獲得很好的反響”。麥當勞現有的早餐烤箱主要用來制作軟餅和餡餅，而現在要每天制作新的早餐產品。

????我們收到消息，新早餐的價格非常有競爭力，價格也與即將于3月底啟動的新菜單計劃中的“超值餐”相一致。一份丹麥芝士為1.79美元，再加一杯咖啡價格為2.79美元，一個松餅為1.59美元，三個迷你甜筒為1.89美元，香蕉面包為每片1.59美元。

????麥當勞在市場競爭中的表現向來堅決而強勢，這一點我們已經見識過好幾次了，這次對撼唐恩都樂同樣也不例外。麥咖啡（McCafe）計劃于2009年啟動，而這些烘焙食品就是這個計劃的自然延伸。烘焙食品將會全天供應，但現在還很難準確判斷它們的銷售表現。然而，有一點毋庸置疑：唐恩都樂將是麥當勞瞄準的目標。

????譯者：李玫曉/汪皓

Going after Dunkin'

????Separately, McDonald's launched a new breakfast initiative in New England on Monday. We see this as a move to steal share from Dunkin' Donuts (DNKN) that could make life difficult for Dunkin longer-term.

????According to the Boston Globe, McDonald's new "menu items include cheese Danish, two kinds of muffins, banana bread, and vanilla scones. Unlike the traditional McDonald's breakfast menu, which features offerings such as oatmeal, pancakes, and variations of the long-popular Egg McMuffin, the baked goods will be available all day."

????The initiative was organized for McDonald's Boston region and will be sold in Albany, N.Y. Massachusetts, Rhode Island, Connecticut as well as a few other states in the Northeast.

????The New England region worked with the menu management team in Oak Brook "to create a line of breakfast pastry products that they believe will resonate well with the local customer base" according to McDonald's. The products are prepared daily in the existing breakfast ovens that are used to cook McDonald's biscuits and pies.

????We are hearing that the prices are very competitive and are consistent with the "extra value meal" section of the new menu initiative being launched at the end of March. A Cheese Danish goes for $1.79 or $2.79 with coffee, muffins for $1.59 each, three mini scones for $1.89 and Banana Bread for $1.59 per slice.

????We have seen several times how ruthless a competitor McDonald's is and we do not see this foray into Dunkin's turf as being insignificant. The baked goods are a natural extension of the McCafé initiative launched in 2009. The baked goods are going to be sold throughout the day and, while it's difficult to know for sure how they will do, Dunkin is clearly in McDonald's crosshairs.

????Follow Howard Penney on Twitter @hedgeyeHWP