这段时间，几大平台加入"外卖大战"，且有愈演愈烈的趋势，让不少消费者"薅"到了"羊毛"。社交平台上，有人晒出到手1.9元/杯的奶茶，有人炫耀2.9元实 现的咖啡自由，折射出消费者对"高性价比"的追求已达到前所未有的高度。 其实对于餐饮业来说，高性价比策略早有端倪，比如麦当劳今年推出了365天"麦"超所值的超值主张，以回应消费者的新趋势。为此，红星新闻专访了麦当 劳中国首席影响官顾磊，请她解读中国餐饮消费市场的最新特点与趋势。她表示，"超值"正是如今餐饮消费最核心的需求，谁能真正让"超值"消费从期盼变 为日常，谁就能赢得市场。同时，她还透露，响应提振消费，麦当劳将持续加大中国市场布局，2025年将保持新增千家门店的高速扩张速度。 （麦当劳中国首席影响官顾磊） 谈主张： 多关注年轻化消费趋势 提振消费需要有新的消费体验推出 红星新闻：前不久，《提振消费专项行动方案》印发，全方位扩大国内需求。麦当劳中国对此行动方案有何理解？是否有相对应的提振消费举措推出？ 顾磊：在我们看来，《提振消费专项行动方案》如同为经济发展注入的一针强心剂，一系列围绕提升消费能力、释放消费意愿的政策，令国内消费市场有望 呈现活力持续增强的蓬勃 ...

成年人过期了？不，是童心要续费了！ 最近刷抖音，小编直接被六一的氛围包围了。肯德基的三丽鸥周边让不少人开始找"吃货"；瑞幸店员让跑空的人"八点前下单"；德克士直接上演"手枪鸡 腿"的"餐厅决战之巅"，引来不少coser来德克士打卡。 麦当劳的"泡泡机"更是火出圈，有人洗澡拿泡泡机搞氛围、有人把泡泡机挂在狗狗身上，甚至直接带到公司上演梦幻"办公室"，直夸音乐太魔性。买不到 的人，直接转身闲鱼，引得泡泡机价格飙升到300元，抖音里到处是大家拿着泡泡机自娱自乐的场景；华莱士的六一套餐里，经典小吃组合搭配上小马宝 莉贴纸、徽章，直接戳中家长的钱包。 今年六一，各大品牌都挤破了头，想借着联名热门IP赢得年轻用户的欢心。从2022年的肯德基的可达鸭"魔性"音乐盒爆火，到现在的百花齐放，几乎每个 成年人都能在六一找到自己的童心。我们能得出一个有意思的结论： 这一代年轻消费者的消费理念，变了。 消费的从来不是套餐本身，而是"永远年轻"的生活宣言。 随着Z世代成为消费主力，他们"为情怀买单""为仪式感消费"的习惯，正在推动节日消费市场规模的增长。当"大小孩过六一"成为常态，社交媒体平台正 在书写节日消费的全新商业逻辑。而作为" ...

I l ast covered McDonald's (NYSE: MCD ) in mid-February. While the broader stock market has seen a lot of volatility since then, McDonald's performance has been relatively resilient, with the stock gaining a low single-digit percentage vs a slight declineI have over 15 years of experience investing and have provided research services to mid-sized hedge funds with assets under management between $100 and $500 million. I also have had a brief stint as a sell-side analyst. I am now focusing primarily on managi ...

McDonald's snack wraps will return to U.S. restaurants next month as the fast-food giant looks to boost sales after a sluggish start to the year.McDonald's introduced snack wraps nearly two decades ago but discontinued the item in 2016 because it slowed its kitchens down too much. Some franchisees kept snack wraps around until 2020, when McDonald's slashed its menu during pandemic lockdowns to keep service running as smoothly as possible. Snack wraps disappeared along with salads and parfaits.McDonald's cus ...

毫无疑问，营销在快消行业是适用的。 2024年，霸王茶姬在营销上投入了11亿的天价营销费，其品牌话题度和大众认知在同年获得了飞跃性的提升。 在FBIF展会，某位瓶装饮料品牌创始人也大方地向价值星球透露，"因为在小红书、微博、抖音和线下渠道做了持续的露出，我们的产品比其他竞品的拿 货率高10%。" 如今，消费行业一边极端地追求实用价值和性价比，一边极端地追求情绪价值的溢出。营销的作用逐渐被感知，形式也愈发多样，除了对传统媒介的运 用，花大量的时间和精力支持创新媒介的落地，也是品牌破圈的新选择。 毫无疑问的是，在这个时代，寻求和消费者的深度情感连接，成为消费者的"精神代餐"乃至Life partner，对品牌来说永远是走进消费者最快的且最稳定的 一条捷径。但以什么样的角色、通过什么样的介质、如何落地创意以及保证营销的底线，都是当下品牌和营销人在思考和解决的问题。 成为"精神代餐" 情绪价值这个词，是当下营销侧无法逃离的重中之重。 2023年，《咬文嚼字》编辑部将情绪价值评价为年度十大流行语之一。真正成型于营销学概念的情绪价值（情绪收益-情绪成本=情绪价值），在社媒的讨 论和解构中扩容成了一切社会行为中的情感关系， ...

At a time when the headlines are filled with worries about slowing consumer spending and sales dips, we believe the McDonald’s (NYSE: MCD ) story is being misunderstood.Analyst’s Disclosure: I/we have a beneficial long position in the shares of MCD either through stock ownership, options, or other derivatives. I wrote this article myself, and it expresses my own opinions. I am not receiving compensation for it (other than from Seeking Alpha). I have no business relationship with any company whose stock is m ...

Core Insights - McDonald's Corporation (NYSE: MCD) is experiencing immediate investor caution due to sensitive discretionary spending cuts, which may impact its upside potential despite being viewed as a defensive play in the retail segment [1]. Company Analysis - The macroeconomic headwinds present a risk to McDonald's growth prospects, indicating that external economic factors could influence its performance [1]. Industry Context - The current environment of discretionary spending cuts suggests a challenging landscape for companies in the retail sector, including fast-food chains like McDonald's, which may need to adapt to changing consumer behaviors [1].

Group 1 - McDonald's is a legendary company with 70 years of restaurant experience and millions of customers globally [1] - The company operates more than 43,000 restaurants worldwide, making it one of the most effective franchising businesses [1]

点击图片▲立即订阅 " 过去，游客们忍受了千篇一律的古城和小镇，如今是千篇一律的美食和小吃。 " 文 / 巴九灵（微信公众号：吴晓波频道） 当端午节遇上儿童节，出去玩儿的理由便翻了倍。 毕竟，过完端午，下次放假就要等到三个月后的中秋，看着上半年最后的假期，人和店都在加把劲。 来自《北京商报》的一线探查说，不少餐饮店尤其是位于景区附近的店里，尤其是景区门店，端午节当天的包厢和散台早已订完，亲子游自然唱起 了主角，不少门店还特意推出了"亲子套餐"或者儿童消费赠礼，以期抓住"双节"机会。 线下门店热，线上也在努力"过节"，一些餐饮平台则联合百大知名餐饮、零售品牌启动"618"大促，发大额消费券。 有意思的是，小巴综合了许多与端午消费热相关的新闻后发现，那些热衷于策划新套餐并抓住节假日消费机会的，都是一些知名餐饮企业。 但消费者对它们的态度又如何呢？ 就在端午节假期开启几天前，深蓝智库发布《寻找消费力》报告，其中提到一组数据，反映了消费者对餐饮连锁品牌"既嫌又爱"的复杂情绪。 先看看消费者对品牌餐饮的态度吧。 28.2%的消费者认为"不在乎品牌，只要产品好就会选择"； 而20.6%的消费者喜欢选择大品牌、知名品牌的餐 ...

Core Insights - McDonald's Corporation (MCD) and Yum! Brands, Inc. (YUM) are leading companies in the quick-service restaurant industry, focusing on digital innovation and global expansion to drive growth and customer engagement [1][2][3] Industry Overview - The restaurant industry is benefiting from higher menu pricing, average check growth, and aggressive expansion strategies [2] - Strategic partnerships with third-party delivery services and ongoing digital transformation are contributing to positive momentum for both companies [2] Challenges - Elevated labor costs and persistent food inflation are impacting profit margins for both companies [3] - Inflation-driven menu price increases are affecting customer traffic in certain segments [3] McDonald's Case - McDonald's is the largest fast-food chain globally, with a presence in over 100 countries, and has achieved billion-dollar brand status through product innovation and geographic expansion [4] - The company plans to open 2,200 restaurants globally in 2025, including 600 in the U.S. and over 1,600 in international markets, with a goal of 50,000 restaurants by 2027 [5] - McDonald's is focusing on menu innovation, launching the McValue platform and affordable offerings, and expanding its chicken portfolio [6] - The loyalty program has transformed customer engagement, with over 170 million active users and projected growth to 250 million by 2027 [8] Yum! Brands Case - Yum! Brands is implementing next-generation growth initiatives, focusing on streamlining operations and enhancing team member empowerment [9] - The company opened 751 stores across 68 countries in Q1 2025, with KFC leading the expansion [11] - Yum! Brands reported a 3% year-over-year increase in worldwide comparable sales, driven by strong performance in international markets [13] - The company aims to drive further growth through deeper market penetration and an expanded range of offerings [14] Financial Performance - The Zacks Consensus Estimate for McDonald's 2025 sales implies a 1.6% year-over-year growth, while Yum! Brands' estimate indicates a 6.8% increase [15][16] - McDonald's stock has gained 7.6% year-to-date, while Yum! Brands has risen 7.4% [18] - McDonald's is trading at a forward P/E ratio of 24.69X, while Yum! Brands is at 22.99X [21] Conclusion - Yum! Brands appears to be slightly ahead of McDonald's due to stronger expected earnings and sales growth, driven by aggressive global expansion and faster same-store sales growth [22] - McDonald's remains a solid performer with robust loyalty engagement and expansion plans, but Yum's dynamic international development and higher earnings momentum suggest more effective execution on growth opportunities [23]