由于消費者不愿接受更高價的食品，麥當勞本周二公布的美國市場銷售增長數字低于預期，市場擔憂麥當勞自夸的轉型或無疾而終。

盡管推出了早餐菜單全天享用等活動，麥當勞的美國市場銷售業績仍連續第二個季度令人失望。截至6月30日的第二季度，麥當勞的同店銷售額（開業至少13個月的門店銷售額）增長1.8%，遠低于Consensus Matrix公司調研分析師的平均預期3.6%。麥當勞股價最近觸及歷史高位，但周二早盤跌逾3%。

麥當勞發布聲明稱，“在多個重要市場均面臨巨大挑戰?！?

美國是麥當勞最大的市場，銷售額占總額近40%。華爾街分析師預計，麥當勞一直面臨顧客減少的問題。此外，麥當勞也在努力引導顧客放棄過去的“一美元菜單”。麥當勞的高管說，過于強調平價餐食會傷害公司品牌，而且轉型推出優質產品時阻力很大。

加拿大皇家銀行分析師大衛·帕爾默在報告中指出：“（麥當勞的）人流量可能仍然會是負增長，今后還會繼續受‘一美元菜單后遺癥’困擾，因為按照人們印象中麥當勞的質量水準，新推出的高端產品售價或許太高了?！钡蔡岬?，麥當勞的2美元McPick多選二優惠組合是提振銷售和盈利的重要動力。

盡管挑戰多多，麥當勞在美國的同店銷售額在下滑兩年后還是實現連續四個季度增長。麥當勞首席執行官史蒂夫·伊斯特布魯克表示，公司已經盡力精簡菜單，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月在美國啟動早餐全天享用項目，終于回應了一些忠實客戶多年來的呼聲。去年末麥當勞還推出McPick多選二套餐，顧客只需花2美元就可以從雙層牛肉漢堡、麥香雞漢堡等餐點中挑選兩種。

全球市場方面，由于英國、加拿大、澳大利亞和德國的銷售增長強勁，麥當勞國際領先市場（麥當勞將澳大利亞、加拿大、法國、德國和英國劃歸此類市場——譯注）二季度的同店銷售額增長2.6%。截至6月30日，麥當勞當季凈利潤下降9.1%至10.9億美元，或每股1.25美元。當季總營業收入下降3.5%至62.7億美元，與湯森路透I/B/E/S的分析師預測均值一致。一次性項目除外，麥當勞當季每股收益1.45美元，高于每股1.38美元的預測均值。 （財富中文網）

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.