美国麦当劳正计划推出5美元套餐,希望能够藉此吸引精打细算的消费者回来。
彭博资讯报导,据匿名人士表示,这个套餐可能包括一份麦香鸡或麦克双牛堡,再加上薯条和饮料;据纽约邮报报导,在纽约时代广场,光一份麦香鸡就要价5.59美元,整份套餐单点更要13.47美元,5美元等于接近是37折的价格。
在该公司的第1季财报会上,执行长坎普辛斯基表示,鑑于对价格挑剔的顾客愈来愈多,麦当劳必须「集中专注在可负担能力」。
他说,「我们现在在美国缺少的,就是一个全国性的促销方案」,这让分析师好奇他将怎麽提供。麦当劳第1季财报结果不如市场预期。
在彭博率先报导这项消息后,麦当劳股价10日最高大涨2.7%,涨幅达去年1月来最大。温蒂汉堡下跌3.7%,汉堡王母公司下跌1.3%。
在多年来销售和客流量呈现强劲结果后,麦当劳如今正尝试挽回低收入消费者,这些人占该公司客群的很大一部分。
坎普辛斯基会在最近一次财报会上抱怨公司只提供地方促销,而没有全国性优惠活动,是因为其他竞争者都在做,例如汉堡王推出限时的5美元双主餐,温蒂也推出3美元的双主餐早餐组合。
专注餐饮业的Kalinowski股票研究公司执行长卡利诺斯基说:「麦当劳近年来的销售成绩已强劲到它们其实不太需要。如今消费者透过行动展现出甚至比六个月前还要强的优惠需求,麦当劳也正跟著与时俱进。」
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