Sometimes even a value meal doesn't cut it. McDonald's comparable sales for November showed weakness globally, even though the fast-food chain has generally succeeded in winning market share in the slump. US sales unexpectedly fell, as rising unemployment hit breakfast sales in particular and rivals ramped up cut-price marketing campaigns. Previously strong European sales managed only 2.5 per cent growth, half what was expected. And despite their positive macroeconomic gloss, emerging market sales contracted.
有些時(shí)候，即使超值套餐也派不上用場。盡管總體而言，麥當(dāng)勞(McDonald's)在經(jīng)濟(jì)低迷時(shí)期成功地贏得了市場份額，但這家快餐連鎖店全球11月份同店銷售額均顯露出了疲態(tài)。美國銷售額出現(xiàn)出人意料的下降，原因是不斷攀升的失業(yè)率沉重打擊了早餐銷售，以及競爭對手加大了降價(jià)促銷力度。此前強(qiáng)勁的歐洲銷售，上月僅勉強(qiáng)實(shí)現(xiàn)了2.5%的增長，比預(yù)期低了一半。此外，盡管新興市場宏觀經(jīng)濟(jì)表現(xiàn)較好，但該公司的銷售額也有所萎縮。