Fresh beef is helping McDonald's sell more burgers and gain market share.Last year, the burger chain switched to fresh beef quarter-pound burgers from frozen at most of its stores in the contiguous United States. That change has led to a 30% spike in sales of quarter pounders on average over the past 12 months, the company said Monday. It also helped McDonald's (MCD) burgers gain market share in what the industry calls the "informal eating out" category for the first time in five years, the company said.
麦当劳使用新鲜牛肉做汉堡，大幅提高了汉堡的销售量，并由此取得了市场份额。去年，麦当劳将美国大部分门店里的冷冻肉饼换成了四分之一磅重的新鲜牛肉饼。周一，麦当劳表示，过去12个月里，这种汉堡的销售量平均提高了30%。此举还帮助麦当劳汉堡5年来首次在“非正式外出就餐”行业占有一席之地。
McDonald's made the change to appeal to consumers' growing interest in ingredienttransparency. Buyers today want to know where their food comes from, Marion Gross, the company's chief supply chain officer for North America, told CNN Business. Our customers are changing at a super fast pace," she said. "As a result, we've had to change, too." The company has also made commitments to reduce the use of antibiotics in its beef and switch to cage-free eggs.
麦当劳此举，与消费者日益加强的食材透明度认知相契合。麦当劳北美首席供应链官马里昂格罗斯对CNN商业新闻说，如今，客户想知道他们吃的食物从何而来，消费者变化神速，我们也必须做出改变。麦当劳已承诺减少使用含抗生素的牛肉，并使用散养鸡蛋。
Going from frozen to fresh beef was a challenge. "There was a huge transformation that was required" to make the shift, Gross said. Suppliers needed new packaging equipment and more refrigerators, among other things, to make sure the fresh beef was handled safely, she said. Distribution trucks needed the right temperature monitoring systems to transport the beef correctly. And in McDonald's kitchens, employees had to implement new food safety practices.Overall, the shift was one of the "biggest, boldest moves that we've made in a long time," said Gross. It's the biggest supply chain change the company has made since it started serving all-day breakfast in 2015, she noted.
从使用冷冻牛肉到新鲜牛肉，这无疑是一个挑战。格罗斯表示，要实现这一转变，“需要进行巨大的变革”。她说，供应商需要使用新的包装设备和更多的冰箱，以确保新鲜牛肉得到了正确保存。配送车辆需要配备正确的温度监测系统来确保牛肉运输妥当。麦当劳厨房的员工也必须引进新的食品安全措施。格罗斯指出，总的来说，这一转变是“我们在长时间里做出的规模最大、最大胆的举措之一”，这是公司自2015年提供全天早餐以来供应链面临的最大变革。
McDonald's shared news of the improved fresh beef sales as it fields questions about whether it will introduce a plant-based protein burger to its US menu. Several fast food chains, including Burger King, have added menu items featuring meatless meat as consumers show interest in the product. McDonald's serves a vegan burger in Europe.
麦当劳对外表示，新鲜牛肉的使用提高了销售额，对是否将在美国菜品中推出以植物蛋白为基础的汉堡也作出了回应。鉴于消费者对全素汉堡的需求，包括汉堡王在内的几家快餐连锁店都已增加了全素特色菜单。麦当劳在欧洲已推出素食汉堡。
本新闻解读首发于2019年7月3日，选自：USA TODAY
原文链接: https://www.usatoday.com/story/money/food/2019/06/24/mcdonalds-quarter-pounder-fresh-beef-higher-sales/1517095001/作者：Kelly Tyko
文本难度：★★★☆☆
话题难度：★★★★☆
以植物蛋白为基础的汉堡随着消费者寻找健康饮食方式和减少环境影响的趋势，植物蛋白的呼声正在迅速升级。与普通的素餐汉堡长期以来的默默无闻不同，麦当劳设计的这款新的以植物蛋白为基础的汉堡，不但看起来像肉，而且尝起来也像肉，能同时吸引肉食者、纯素者和素食者。大型快餐连锁店和食品生产商，都在关注这一趋势，并设法在菜单上添加这种无肉但像肉的植物蛋白。
课后思考READING REFLECTION未来的麦当劳将是什么样？欢迎大家文末给阿伦老师留言！
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