销售疲软,麦当劳将降低预期盈利
麦当劳公司周二公布其月度业绩，为2003年3月以来最差表现，并表示其在中国供应商食品安全问题可能会减少其第三季度利润。开业至少13个月麦当劳餐厅8月份销售下跌了3.7%。美国同店销售下降了2.8%,欧洲下降了0.7%，亚太、中东和非洲地区暴跌14.5%。
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此前据分析师Metrix预计，麦当劳全球同店销售预期下降3.1%。预测美国下降2%,欧洲下降2.1%和亚太、中东和非洲地区地区下降10.1%。
詹尼分析师Mark Kalinowski在周二上午发布的报告题为“麦当劳:流的不是番茄酱而是血。”
麦当劳的股票,道琼斯工业股票平均价格指数的一个组成部分,早上在纽约证券交易所交易约下降75美分至91.75美元。
亚洲餐馆供应短缺冲击从今年7月开始,在中国的主要供应商OSI集团出现安全问题后,公司被迫从别处寻找原料。
8月份的全球同店销售额下降，已是麦当劳作为世界上最大的餐饮公司的连续第三个月下降。上一次麦当劳月同店销售下跌3.7%追溯到2003年3月。
麦当劳表示,它将在10月份公布第三季财报时更新全年预测。公司8月表示,其2014年销售有进一步降低的风险。
Oppenheimer分析师Brian Bittner说麦当劳第三季度同店销售可能是自2003年第一季度以来最糟糕的一次。
“8月麦当劳全球业务面临一些阻力,影响到了整体销售业绩,”首席执行官汤普森在一份声明中说。“作为一个完善的系统,我们正努力做有效引导，恢复市场状况。”
麦当劳一直都在应对全球各种各样的问题。中国电视报告麦当劳安全问题后，上海福喜食品有限公司被查封，其亚洲餐馆也受到供应短缺影响。在俄罗斯市场,被俄罗斯食品安全监管机构大量临时检查后，一些麦当劳的地方被迫暂时关闭。
麦当劳已经制定了各种计划以期改善公司形象,包括在厨房增添新制备站,增加数字化和升级店面。
By Jessica Wohl
Chicago Tribune
Sales at McDonald’s restaurants open at least 13 months fell 3.7 percent in August. Same-store sales fell 2.8 percent in the United States, fell 0.7 percent in Europe and plunged 14.5 percent in its Asia/Pacific, Middle East and Africa region.
Analysts had expected McDonald’s to report a global comparable sales decline of 3.1 percent, according to Consensus Metrix. They had predicted a decline of 2 percent in the United States, a decline of 2.1 percent in Europe and a dro of 10.1 percent in the APMEA region.
Janney analyst Mark Kalinowski summarized his take on the sales in a note issued Tuesday morning titled “MCD: That’s Not Ketchup … It’s Blood.”
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Shares of McDonald’s, a component of the Dow Jones industrial average, were off about 75 cents to $91.75 in morning trading on the New York Stock Exchange.
Asian restaurants were hit with supply shortages starting in July, after safety issues at a key supplier in China, OSI Group, forced the company to look elsewher for ingredients.
August’s global same-store sales decline was the third consecutive monthly dro for the world’s largest restaurant company. The last time McDonald’s monthly comparable sales fell 3.7 percent was in March 2003. August also marked the ninth month out of 10 in which U.S. comparable sales have fallen.
McDonald’s said it would updat its full-year forecast when it reports its third-quarter results in October. The company said in August that its 2014 sales forecast was “now at risk” to be reduced further.
Oppenheimer analyst Brian Bittner said third-quarter comparable sales are likely to be the worst since the first quarter of 2003.
“During August, McDonald’s global business faced several headwinds that impacted sales performance,” Chief Executive Officer Don Thompson said in a statement. “As a system, we are diligently working to effectively navigate the current market conditions to regain momentum.”
McDonald’s is dealing with a variety of issues around the globe. Its Asian restaurants were hit with supply shortages after a Chinese television report showed safety issues at OSI Group’s Shanghai Husi plant, which was then shut down. In Russia, some McDonald’s locations were forced to close temporarily after mass unscheduled inspections by Russia’s food safety watchdog.
The company has already laid out a variety of plans to try to improve its image, including new preparation stations in its kitchens, increased digital efforts and an updated Ronald McDonald.
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