麥當勞問題頻出 內外交困四面受挫大綱

McDonald`s Corp CEO Don Thompson, the head of the world`s biggest restaurant chain, who for much of his two years at the helm has been battling to spark sales growth in the United States and Europe, got battered by headline-grabbing bad news in late July.
作爲全球最大的跨國連鎖餐廳麥當勞的首席執行官，唐•湯普森上任兩年來一直在爲提升麥當勞在美國與歐洲的銷售業績而不懈努力，而今年七月末他卻因各種備受關注的醜聞頭條“四處受挫”。

In the final days of the month, its China business was hit with a food-safety scare involving a key supplier; the chain got ensnared in the West`s sanctions standoff with Russia; burger flippers at U.S. restaurants claimed an incremental win from the National Labor Relations Board in their fight to hold McDonald`s responsible for the actions of franchisees; and, a Texas jury slapped the company with a $27 million verdict. Add to all that its results showed second-quarter profit dropped more than expected.
7月末，麥當勞中國業務首先因主要供應商曝出食品安全問題而受到影響；隨後，因俄美關係緊張，麥當勞成爲俄羅斯反制裁目標；同時，美國餐廳麥當勞員工取得勝利，美國國家勞資關係委員會認定，如果存在侵犯僱員權利的行爲，可以尋求追究麥當勞、而不僅是具體麥當勞餐廳的責任。；緊接着，麥當勞德克薩斯一家餐廳造成顧客傷亡，麥當勞被判決賠償2700萬美元。這一切最終導致今年第二季度，麥當勞的利潤跌幅高於市場預期。

McDonald`s was caught up in the latest China food safety scare after a July 20 television expose showed workers allegedly mishandling meat at Shanghai Husi Food Co Ltd, a factory owned by OSI Group LLC, a major supplier to the chain.
7月20日，麥當勞首先捲入中國食品安全醜聞，電視媒體曝出其主要供應商OSI集團旗下的上海福喜食品有限公司工人承認使用過期、劣質原料加工生產肉製品。

When the story broke, McDonald`s China business had been rebounding from the double whammy of a food safety scare and a bird flu outbreak that crushed sales in 2013.
此時，麥當勞在中國的業務纔剛剛從2013年的食品安全問題與禽流感的雙重打擊下恢復元氣。

McDonald`s roughly 2,000 restaurants in China suffered meat shortages after it ended its relationship with OSI China.
而隨着與OSI（中國）終止供應關係，麥當勞在中國的大約2000多家餐廳都面臨肉類供應短缺的問題。

"They`re under siege on three continents," said Howard Penney, restaurant analyst at Hedgeye Risk Management, an investment research firm.
來自從事投資研究的對衝基金風險管理公司的餐飲行業分析師霍華德•彭尼稱：“麥當勞在三塊大陸上受困。”

To be sure, the company`s famous name and the ubiquity of its restaurants worldwide help to fuel the media storm, said Penney: "McDonald`s is a pawn in many instances around the world. It`s an easy target."
毋庸置疑，麥當勞極高的知名度以及遍佈世界各地的分店是引發媒體高度關注的主要原因，彭尼說：“在全球很多事件中，麥當勞都‘中槍’，因爲它很容易成爲目標。”

Such upheavals are not uncommon for McDonald`s and other global power houses, including Coca-Cola Co and Wal-Mart Stores Inc, experts said, though perhaps not quite so many in such a short period.
在一些專家看來，可口可樂、沃爾瑪等跨國企業也會遇到類似麻煩，只是麥當勞所遭遇的負面新聞集中在相對較短的時間內。

Investors, analysts and franchisees are clamoring for the company to stop trying to be "all things to all people". They want it to simplify its unwieldy menu and point to the success of rivals, which have won passionate fans by selling just a few items.
一些投資者、分析師和門店認爲認爲，麥當勞應該停止嘗試迎合所有消費者的口味，爲菜單“瘦身”，仿效一些競爭對手的做法，用特色產品吸引“死忠”消費者。