食品安全与麦当劳2014Q3财报

 

之前因上课关系拜读天下杂志「麦当劳的品牌再造工程」一文。今早看到以下报导：

财报─中国大陆食品丑闻拖累麦当劳第三季获利下降30% (出自巨亨网)

麦当劳1.png  

 

于是我查了一点资料：

 

1. 这是麦当劳于2014/10/21公布的财报内容，截取如下 (详全文)：

 

Third quarter results included:

  • Global comparable sales decrease of 3.3%, reflecting negative guest traffic in all major segments and the impact of the previously-disclosed supplier issue in certain markets in APMEA

    ......

  • Effective tax rate of 44.4%, primarily due to an increase in tax reserves related to certain foreign tax matters

    ......

  • A flatter, more nimble organization that ensures key business decisions are made closer to the customer, by people with local market expertise,

  • A revamped marketing approach that links national messaging around our food quality, brand transparency and people initiatives - complemented by local ad campaigns that are responsive to individual market preferences, and

  • A simplified menu that showcases the Company's core products and features locally-relevant menu options - available in new, customizable ways.

    Europe's third quarter comparable sales declined 1.4% and operating income decreased 2% (2% in constant currencies). While consumer confidence and other issues related to the operating environment in Russia and Ukraine and ongoing weakness in Germany negatively impacted the segment's quarterly results, the U.K. delivered positive comparable sales and operating income performance. Looking ahead, McDonald's Europe will work to build guest traffic by pursuing targeted opportunities that leverage everyday value, classic core favorites, blended-ice beverages and key daypart initiatives.

    APMEA's third quarter comparable sales decreased 9.9% and operating income declined 55% (56% in constant currencies) due primarily to the impact of the supplier issue on sales and profitability in China, Japan and certain other markets. APMEA is diligently working to restore consumer trust and confidence in McDonald's brand and strengthen the segment's financial results to continue driving the long-term potential of this segment.

     

    2. 财报中提及的重要原因：

    2.1中国食安问题 (相关报导：麦当劳、肯德基供应商用过期肉类 卫生标准恶劣 出自香港南华早报)：

    麦当劳6.png  

     

    2.2 日本 (相关报导：东京物语／自主拒买 压垮日本麦当劳 出自联合新闻网)

    麦当劳5.png  

     

    2.3 俄罗斯 (相关报导：乌克兰争议 麦当劳俄门市沦代罪羔羊 出自联合新闻网)

    麦当劳2.png  

     

    3. 麦当劳对于财报之结论，截取如下 (详全文)：

    Don Thompson concluded, "We began 2014 mindful of the challenges we faced in driving sales and profitability. The internal factors and external headwinds have proven more formidable than expected and will continue into the fourth quarter, with global comparable sales for October expected to be negative. These significant challenges call for equally significant changes in the way we do business. In the U.S., we are driving decision making from headquarters back into the field, where our restaurants serve the daily needs of our customers in their local communities. In our international markets, we are taking action to restore customer trust and regain business momentum. We understand the depth of the challenges and we are responding with the sense of urgency required to improve our performance."

     

    综合以上资料，不可讳言食安确时造成麦当劳相当大的冲击，然而麦当劳的品牌再造也面临重大挑战。由于我三不五时就会光顾麦当劳，因此对于麦当劳接下来如何应变深感兴趣。

     

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