$MCD · Benzinga · 2026-11-04
MCD US 同店销售在7月和8月略微为负后,9月转为正增长,基础客流在10月持续改善,得益于数字优惠的恢复;管理层受到鼓舞,但表示仍有更多工作要做。入门级超值产品计划于2027年初在全国推出,预计2027年食品和包装成本将出现中个位数通胀,美国业务预计将以更强态势结束2026年。
逐段跳播
大家好,欢迎参加麦当劳2026年第三季度投资者电话会议。应麦当劳公司的要求,本次会议正在录音。
Hello and welcome to McDonald's thirdarter 2026 investor conference call. At the request of McDonald's Corporation, this conference is being recorded.
第三季度,麦当劳的全球同店销售额为1和a.5%,按固定汇率计算的系统销售额增长4%,反映出新餐厅开业带来的贡献不断增加。
In the third quarter, McDonald's delivered global comparable sales of 1 and a.5% and system sales growth of 4% in constant currency, reflecting the growing contribution from new restaurant openings.
我们的国际市场又实现了稳健的一个季度,这得益于我们大多数最大市场在超值、菜单和营销方面的持续强劲执行,即便消费者环境依然充满挑战。
Our international markets delivered another quarter of solid results supported by the continued strong execution across value, menu, and marketing in most of our largest markets, even amidst a continued challenging consumer environment.
在美国,业绩随着季度推进而改善,同店销售额在7月和8月略微为负之后,于9月转为正增长。这一改善是在我们于本季度启动的一系列举措之后出现的:恢复部分数字优惠以提升我们最活跃顾客的消费频次,将营销支持转向经过验证的超值平台,并加大对餐厅层面执行的关注。
In the US, performs improved as the quarter progressed with comparable sales turning positive in September following a slightly negative result in July and August. That improvement followed a series of interventions we initiated during the quarter.
Restoring some digital offers to drive frequency with our most engaged customers, shifting marketing support toward proven value platforms, and stepping up our focus on restaurant level execution.
这些举措的初步反响以及业务的走向令我们感到鼓舞。
We're encouraged by the initial response to those interventions and the direction of the business.
与此同时,我们知道还有更多工作要做。我们现在的重点是在这一改善的基础上继续推进,并加快基础业绩的提升。具体来说,这包括未来几个月内的三项额外举措。第一,也是最重要的,是补齐我们价值等式中的最后一块,即入门级产品。
第二,通过加大有吸引力的数字优惠来吸引我们最常光顾的顾客,给他们更多到店的理由。第三,强化口味和品质方面的信誉,这是我们最大的资产,包括围绕口味、品质和优质服务开展系统培训。
At the same time, we know there's more work to do. Our focus now is to build on that improvement and accelerate baseline performance. Specifically, that includes three additional interventions in the months ahead.
First, and most importantly, nailing the final piece of our value equation, entry-level offerings. Second, engaging our most frequent customers by stepping up compelling digital offers that give them more reasons to visit.
And third, reinforcing taste and quality credentials are our biggest equities, including system training on taste, quality, and great hospitality.
就在上周,我们开始了一项为期8周的测试,在少数几个地区约1,900家餐厅的全天各时段测试两种新的日常实惠价格菜单结构。我们正在测试自由搭配组合,给顾客更多选择,并提供类似以往买一送一优惠的熟悉点单方式。
我们也在测试固定组合,以有吸引力的价格给顾客一套固定搭配,让点单变得简单直接。
Just last week, we began an 8week test of two new everyday affordable price menu constructs across all day parts in about 1,900 restaurants across a handful of regions. We're testing mix and match bundles that give customers greater choice and provide familiar ordering behaviors for prior buy one add one offers.
We're also testing fixed bundles that give customers a set combination at an attractive price and make ordering straightforward.
与此同时,代表约另外4,000家餐厅的加盟商已选择在正式测试结果出炉之前就推出类似的入门级组合。这些餐厅加上参与正式测试的餐厅,合计占美国系统的40%以上,反映出各方对这一机会的高度一致。
At the same time, franchises representing about an additional 4,000 restaurants have chosen to move forward with similar entry-level bundles in advance of the formal test results.
Together, these restaurants and those participating in the formal test represent more than 40% of the US system, reflecting strong alignment around the opportunity.
我们将利用这次测试的结果来确定哪种结构最能引起顾客共鸣、在运营上效果最好,并为加盟商带来可持续的增量客流和销售额。
We'll use the results of this test to determine which structure resonates most with customers, works best operationally, and delivers sustainable incremental traffic and sales for franchises.
我们的目标是在2027年初在全国推出一个新项目。我们已经在菜单的整体价值方面做出了重大改进,这推动了我们前10大市场在价值和体验评分上的提升。
Our goal is to launch a new program nationally in early 2027. We've already made significant improvements to address holistic value across our menu, which contributed to improvement in value and experience scores across our top 10 markets.
如今,我们在鸡肉、牛肉和饮料这些行业最受欢迎菜单项上的基础菜单定价,总体上低于我们最接近的竞争对手。我们的5美元和6美元套餐仍然是行业中的亮点,而我们在日常人气产品上的超值套餐已成为推动增量销售的成熟平台。
Today, our base menu pricing across the industry's most popular menu items in chicken, beef, and beverages is generally below that of our nearing competitors. Our five and $6 meal deals remain industry standouts, and our extra value meals on everyday fan favorites have become a proven platform to drive incremental sales.
我们通过麦当劳App为美国超过4,500万名会员提供了一套丰富而有吸引力的数字优惠。
And we provide a compelling broad set of digital offers to more than 45 million loyalty members in the US through the McDonald's app.
我们的目标很明确:顾客每次考虑麦当劳时,都应该看到一个清晰而有吸引力的价值主张,无论是想找实惠的单品、一份完整套餐,还是移动App里的数字优惠。
Our goal is straightforward. Customers should see a clear and compelling value proposition every time they consider McDonald's. Whether looking for an affordable individual item, a complete meal, or a digital offer in the mobile app.
总而言之,我们现在的处境正是我们在投资者日就美国业绩发表评论时所希望达到的。我们正在采取正确的措施来改善美国近期的业绩,9月和10月的基础客流趋势令我感到鼓舞。
In conclusion, we're exactly where we hope to be when we shared our comments regarding US performance at Investor Day. We're taking the right steps to improve our near-term performance in the US, and I'm encouraged by our baseline traffic trends in September and October.
与此同时,饮料业务继续表现良好,并为增量chef增长做出贡献。第三季度,在疲软的消费环境中,尤其是欧洲,全球同店销售额增长1.5%。尽管环境如此,我们在大多数最大市场中仍继续获得或保持份额。
At the same time, beverages continues to perform well and are contributing to incremental chef growth. In the third quarter, global comparable sales grew one and a half% in a soft consumer environment, particularly in Europe.
In spite of the environment, we continued to gain or hold share across the majority of our top markets.
从美国开始,同店销售额下降了0.2%,本季度为2%,年初至今则上涨了1.4%。
Beginning with the US, comparable sales declined 0.2%. 2% for the quarter and are up 1.4% on a year-to-ate basis.
正如Chris刚才所强调的,同店销售额随着季度推进而改善,并在9月转为正增长,这得益于我们在本季度采取的、旨在开始稳住基础客流的各项措施。
As Chris just highlighted, comp sales improved as the quarter progressed, turning positive in September as a result of steps we took during the quarter to begin to stabilize baseline guest counts.
其中一项措施是部分恢复更广泛的区域性和全国性数字优惠,以提高活跃忠诚会员的到店频率,同时从新会员和流失的忠诚会员中带来客流。这些优惠的例子包括2美元的早餐三明治,以及最低消费1美元即可获赠免费薯条。
One step was to partially restore a broader range of regional and national digital offers to drive higher frequency of visits from active loyalty members as well as to generate traffic from new and lapsed loyalty members.
Examples of these offers included a $2 breakfast sandwich and free fries with a $1 minimum purchase.
这些大规模数字优惠的初步反响在增量客流和销售额两方面都超出了预期,并帮助扭转了我们在第二季度和第三季度初看到的基础趋势下滑。
The initial responses to the mass digital offers exceeded expectations for both incremental guest counts and sales and helped to reverse the decline in baseline trends we saw in Q2 and early in Q3.
第二项措施是将营销支持重新分配到一天中其余时段的入门级套餐优惠和超值套餐上,这些是我们价值主张中经过验证且颇具吸引力的组成部分。
The second step was reallocating marketing support toward rest of day entry-level meal deals and extra value meals. Proven and compelling components of our value offerings.
自一年多前重新推出超值套餐以来,我们最畅销的超值套餐销量较上年同期增长约7%。我们一直看到增量客流,且客单价和利润率更高。
Since relaunching EVMs more than a year ago, unit sales from our top EVMS are up about 7% versus the prior year. And we've consistently seen incremental traffic with higher average check and margin.
这一趋势在季度末得以延续,背后是全国统一定价的优惠产品,包括5美元的香肠麦满分加蛋套餐和8美元的巨无霸套餐。正如Chris所指出的,美国还在测试更多入门级优惠产品,我们预计将在2027年初推出,以补充这些表现强劲的现有超值项目。
This trend continued late in the quarter behind nationally price pointed offerings including a $5 sausage McMuffin and egg meal and an $8 Big Mac meal. As Chris noted, the US is also testing additional entry-level value offerings which we expect to launch in early 2027 to complement these strong existing value programs.
转到菜单方面,我们新的特色饮品平台继续表现良好,凭借较高的点单率和各品类产品的复购,在本季度带来了明显的增量。
Turning to menu, our new specialty beverage platform continued to perform well, delivering clear incrementality in the quarter behind strong take rates and repeat purchases across the assortment.
我们继续看到包含特色饮品的账单金额比全天平均客单价高出约50%,且大部分销量发生在午餐之后。8月新增的Red Bull Dragon Berry Energizer为这一平台带来了提振,对清爽饮品和手工汽水的分流极小。
在为期6周的广告上市窗口期内,它是该平台内销量最高的产品,并提升了特色饮品品类的整体销售额。
We continued to see checks that included a specialty beverage up about 50% compared to the full day average check with a majority of units sold after lunch. The addition of Red Bull Dragon Berry Energizer in August delivered a boost to the platform with minimal cannibalization of refreshers and crafted sodas.
During the 6 week advertised launch window, it sold the most units within the platform and lifted total specialty beverage category sales.
简而言之,就美国整体而言,我们对为改善基础趋势所采取干预措施的初步反响感到鼓舞,也对美国系统如何齐心协力、在进入年底之际增强业务势头感到鼓舞。
In short, for the US overall, we're encouraged by the initial response to the interventions we undertook to improve baseline trends and how the US system is acting together to strengthen business momentum as we exit the year.
转到国际直营市场,同店销售额增长1.4%,由澳大利亚和德国领涨,我们在大多数主要市场都获得了份额或保住了份额。
Turning to the international operated markets, comparable sales increased 1.4% led by Australia and Germany and we gained or held share in most of our top markets.
M的同店销售额较第二季度略有放缓。这主要反映了法国市场持续不及我们预期,以及近期乌克兰战争升级对餐厅营业时间的影响。
M comparable sales decelerated slightly as compared to the second quarter. This primarily reflected the continued underperformance versus our expectations in France as well as the impact on restaurant operating hours from the recent escalation of the war in Ukraine.
剔除这两个因素,M的同店销售额本会超出我们对该季度的预期,因为各市场继续执行我们的策略,即提供日常价值、推出贴合需求的菜单创新,并推动强有力的营销。
Excluding these two factors, M comparable sales would have exceeded our expectation for the quarter as markets continued to execute our playbook of delivering everyday value, offering relevant menu innovation, and driving strong marketing.
先从价值说起,澳大利亚扩展了其MSmart平台,为套餐组合推出新的价格档位,带动了增量销售额和客流。
Beginning with value, Australia expanded its MSmart platform with new pricing tiers for meal bundles that drove incremental sales and guest counts.
德国和英国强化了其可负担性平台,尤其侧重家庭,包括定价明确的开心乐园餐优惠。其他价值举措,例如英国的麦乐鸡超值套餐加购和Savers早餐优惠,帮助拉动了到店客流并强化了价值感知。
Germany and the UK strengthened their affordability platforms with a particular focus on families, including price pointed happy meal offers. Additional value initiatives such as the UK's Chicken McNuggets extra value meal add-on and Savers breakfast offers helped drive guest visits and strengthen value perceptions.
在菜单创新方面,7月初在澳大利亚推出的特色饮品大幅超出预期,点单率高,对销售额贡献显著。澳大利亚呈现出我们此前在其他市场分享过的这一平台的许多业务表现和人口趋势。
For menu innovation, the launch of specialty beverages in Australia early in July significantly exceeded expectations with strong take rates and contribution to sales. Australia delivered many of the business performance and demographic trends we've shared about this platform in other markets.
特色饮品在加拿大和德国也继续表现强劲。加拿大本季度推出的Red Bull Energizers超出了整体销量预测,并对其他特色饮品销售形成了增量。在德国,该平台推出了首款特色饮品限时产品Italo Spritz,在本季度继续带动增量客流、改善基础势头,并抢占饮品市场份额。
Specialty beverages also continued to deliver strong performance in Canada and Germany. Canada's launch of Red Bull Energizers in the quarter exceeded overall unit sales forecasts and was incremental to other specialty beverage sales.
In Germany, the platform featured its first specialty beverage LTO, the Italo Spritz, and continued to drive incremental guest counts, improve baseline momentum, and capture beverage market share in the quarter.
美国、加拿大、德国和澳大利亚的表现进一步增强了我们的信心:特色饮品有望在“McDonald's next”框架下成为一个可持续的全球增长平台,并成为我们实现到2030年再拿下1.5个百分点饮品市场份额这一目标的关键驱动力。
The performance across the US, Canada, Germany, and Australia reinforces our confidence that the specialty beverages can become a sustainable global growth platform under McDonald's next and be a key driver for our goal to capture an additional 1.5 percentage points of beverage market share by 2030.
我们仍有望在2027年年中之前在几乎所有的欧洲市场推出特色饮品,并在2027年全年陆续推广到更多的国际发展许可市场。
We remain on track to launch specialty beverages across nearly all of our European markets by mid 2027 and across more international developmental licensed markets throughout 2027.
除了饮品之外,我们在“McDonald's next”框架下的另一个全球增长平台——大牛肉汉堡——也继续保持着稳健势头。在澳大利亚,Quarter Pounder 再次成为创新和营销的核心,推出了 Quarter Pounder Deluxe 和 Double Quarter Pounder Barbecue Bacon,两者的表现都超出了预期。
Beyond beverages, we continue to see solid momentum in another global growth platform under McDonald's next, large beef burgers. In Australia, the Quarter Pounder was again the center of innovation and marketing, featuring the Quarter Pounder Deluxe and Double Quarter Pounder Barbecue Bacon with the performance of both exceeding expectations.
澳大利亚在 Quarter Pounder 上的成功创新,印证了我们所认为的这一品牌资产在其他市场同样存在的机会,这将成为2027年的一个重点领域。
And Australia's successful quarter pound innovation has confirmed the opportunity that we believe exists with this equity across other markets, which will be a focus area in 2027.
德国也继续在 Big Arch 平台的势头上加码,推出了 Big Arch with Bacon 和 Big Tasty Bacon,表现超出预期,并支撑了本季度牛肉市场份额的提升。
英国和西班牙也在各自季度推出了 Big Arch,将牛肉品类的积极表现延伸到了这些市场。
Germany also continued to build on the momentum of the Big Arch platform, featuring the Big Arch with Bacon and Big Tasty Bacon with performance beating expectations and supporting beef market share gains in the quarter.
The UK and Spain also featured Big Arch during their quarter, extending positive performance in the beef category to these markets.
谈到营销,正如我们在投资者日上所强调的,Menu Heist 就是一个例子,展示我们如何利用全球规模,让顾客在当地的 McDonald's 餐厅就能买到精选的国际菜单人气单品,从而激发顾客兴趣、带动到店客流,并让 McDonald's 品牌始终处于体验的核心。
Turning to marketing, as we highlighted our our investor day, menu heist is an example of how we're leveraging our global scale to offer customers a curated selection of international menu favorites at their local McDonald's restaurant to create customer excitement, drive guest visits, and keep the McDonald's brand at the center of the experience.
在德国和加拿大,这场活动都带来了强劲的销售和客流量增长。德国创下了该市场有史以来最高的单周销售之一,这得益于来自西班牙的 Mc Extreme Bacon 和来自加拿大的 McRispy Chili Honey 等菜单单品。
在英国,Menu Heist 于9月底上线,早期社交媒体趋势显示顾客反响热烈。
In both Germany and Canada, the campaign generated strong sales and guest count growth. Germany delivered one of its highest sales weeks ever in the market, supported by menu items such as M Mc Extreme bacon from Spain and Mcrispy Chili Honey from Canada.
And in the UK, menu heist launched at the end of September with early social media trends showing strong customer excitement.
虽然我们的许多主要 M 市场在本季度都执行得很有力,但法国的表现仍低于我们的预期,Chris 稍后几分钟会谈到这一点。
While many of our major M markets delivered strong execution during the quarter, France continued to per perform below our expectations, which Chris will discuss in a few minutes.
谈到国际发展许可市场,同店销售额增长了4.2%。所有地理区域都实现了同店销售额正增长,其中日本领跑,这得益于在超值、菜单和营销方面的有力执行,日本现已连续44个季度实现同店销售额增长。
Turning to the international developmental license markets, comparable sales increased 4.2%. With all geographic regions delivering positive comparable sales, Japan led the way, driven by strong execution across value, menu, and marketing and has now delivered 44 quarters of consecutive comp sales growth.
IDL 的同店销售额增长受到中国业绩的拖累,因为近期宏观环境和消费环境依然充满挑战。与此同时,中国团队继续提升运营效率,这支撑了底线表现较上年同期有所改善。
IDL's comparable sales growth was tempered by results in China as the near-term macro environment and consumer backdrop remained challenging. At the same time, the China team continued to drive operational efficiency which supported improved bottomline performance versus the prior year quarter.
谈到公司整体损益表,我们的营收表现推动调整后每股收益达到357美元,其中包含外汇折算带来的1美分不利影响。按固定汇率计算,调整后每股收益较上年同期增长11%。
Turning to the enterprise P&L, our topline performance drove adjusted earnings per share of $357, including a 1 cent headwind from foreign currency translation. On a constant currency basis, adjusted earnings per share increased 11% compared with the prior year quarter.
基于当前汇率,我们目前估计第四季度外汇折算对调整后每股收益相较上年同期没有影响。一如既往,这只是方向性指引,因为汇率很可能会发生变化。
We currently estimate no impact of foreign currency translation on adjusted earnings per share for the fourth quarter versus the prior year based on current exchange rates. As always, this is directional guidance as rates will likely change.
第三季度,我们实现了近42亿美元的餐厅利润。年初至今的调整后营业利润率为48.3%,反映了其他营业收入增加,其中包括我们重新特许经营举措带来的收益,这带来了更高的餐厅出售收益。
In the third quarter, we generated nearly $4.2 billion in restaurant margins. Our year-to- date adjusted operating margin was 48.3% reflecting higher other operating income, including the benefit from our refranchising efforts, which led to higher gains on sale of restaurants.
我们正稳步推进到2028年将全球餐厅组合中98%实现特许经营的目标,今年迄今已在美国和 M 市场重新特许经营约175家餐厅。
We're making steady progress towards our goal of having 98% of our global restaurant portfolio franchised by 2028, having refranchised about 175 restaurants across the US and M so far this year.
本季度 SGNA 费用占全系统销售额的2%,我们仍预计全年 SGNA 占全系统销售额的比例约为2.2%。正如我们在投资者日上所讨论的,我们预计我们在全球系统、共享能力和高质量企业数据上的投资,将从2027年开始推动 SGNA 占全系统销售额比例的效率改善。
SGNA expenses were 2% of systemwide sales in the quarter and we continue to expect SGNA as a percentage of systemwide sales for the full year to be approximately 2.2%. As we discussed at investor day, we expect the investments we've made in global systems, shared capabilities, and highquality enterprise data will begin contributing to improved efficiency on SGNA as a percentage of systemwide sales in 2027.
谈到新店增长,我们在开发决策上保持自律,只在我们预期能为 McDonald's 和加盟商双方带来有吸引力的长期回报的地方继续开店。
Turning to new unit growth, we remain disciplined in our development decisions as we continue to open restaurants only where we expect attractive long-term returns for both McDonald's and franchises.
我们现在预计今年全球新开餐厅总数为2500家,略低于我们2600家的目标,但仍有望实现约2100家的净新增餐厅。
We now expect 2500 gross restaurant openings globally this year, slightly below our target of 2,600, but remain on track for approximately 2100 net restaurant openings.
我们现在预计2026年资本支出约为37亿美元,处于此前指引区间37亿至39亿美元的低端,这反映了自有市场新开餐厅总数略有减少,以及外汇的影响。
We now expect 2026 capital expenditures of about $3.7 billion, which is at the low end of our previously guided range of 3.7 to 3.9 billion, reflecting opening slightly fewer gross new restaurants in own markets, as well as the impact of foreign currency.
总而言之,我们第三季度的业绩与我们此前为美国业务所勾勒的轨迹一致,同时我们大多数国际业务也继续表现稳健。随着季度推进,我们看到美国基线趋势有所改善,这令我们感到鼓舞,我们仍专注于进一步的工作,为2027年实现更强劲、更稳定的业绩做好准备。
In summary, our third quarter results were consistent with the trajectory that we previously outlined for the US business alongside continued solid performance across most of our international business.
We're encouraged by the improvement in US baseline trends that we saw as the quarter progressed and remain focused on the further work to do to position the business for stronger, more consistent performance in 2027.
与此同时,我们将继续在McDonald's next上大规模投入,以推动可持续的长期增长和生产力提升。
At the same time, we'll continue investing behind McDonald's next at scale to drive sustainable long-term growth and productivity.
我想就法国的情况简单说几句。几周前,我们在法国的加盟商投票支持了一条定义明确、全面完整的推进路径,其中包括简化该市场的治理结构,使我们今后的业务能够更加灵活、敏捷。这是一次历史性的投票,我要感谢加盟商的合作,让业务重回正轨。
Want to offer a quick word on France. Few weeks ago, our franchises in France voted in support of a well- definfined and holistic path forward, including simplifying the market's governance structure to enable greater flexibility and agility for our business moving forward.
This was a historic vote and I want to thank our franchises for their partnership to get the business back on track.
虽然由于近期的抗议活动,我们在法国的业务仍面临短期干扰,但凭借更有力的营销支持,以及创新、价值和执行改善的恰当组合,我们现在处于更有利的位置来推动增长。
While we continue to face short-term disruptions to our business in France due to the recent protests, we're now better positioned to drive growth behind stronger marketing support and the right combination of innovation, value, and improved execution.
六周前,我们在芝加哥举办了投资者日,详细介绍了McDonald's next,也就是我们新的长期增长战略。从根本上说,McDonald's next的核心就是如何改善顾客体验。
从我们提供的食物到我们提供的服务,同时让我们的餐厅更易于运营、更高效,我们的目标很简单:在全球体系中成为更多顾客更频繁的首选。
Six weeks ago, we hosted investor day here in Chicago to detail McDonald's next, our new long-term growth strategy. At its core, McDonald's next is all about how we improve the customer experience.
From the food we serve to the hospitality we offer, while making our restaurants easier to operate and more efficient, our ambition is simple. To be the first choice for more customers more often across the global system,
在全球体系中,我们的加盟商、供应商和员工现在都在积极行动,交流想法、分享解决方案并提供反馈。我们正是这样不断进步的,这也体现了我们独特的三脚凳双模式的力量。
across the global system, our franchises, suppliers, and employees are now stepping up, exchanging ideas, sharing solutions, and providing feedback. That's how we get better and it demonstrates the power of our unique three-legged dual model.
虽然McDonald's next是一项多年战略,但我们已经开始将其中一些要素付诸行动。我们内部的口号是:next就是现在。
While McDonald's next is a multi-year strategy, we're already putting elements of it into action. Our internal mantra is next is now.
10月初,在我们的创始人日,也就是Ray Croc的生日,我们推出了Make It Golden。Make It Golden是我们历史上规模最大的能力建设项目,专注于通过提供美味食物和McDonald's独有的待客之道来提升顾客体验。
In early October, on our founders day, also known as Ray Croc's birthday, we launched Make It Golden. Make it golden is the largest capability building initiative in our history, focusing on elevating the guest experience by delivering great tasting food and uniquely McDonald's hospitality.
我们正在为餐厅团队提供培训和工具,以便更稳定、更大规模地创造更多这样的时刻。第一个月里,我们完成了对关键领导者和专家的第一轮培训,他们负责在第一季度将Make It Golden推广到超过18,000家餐厅。
We're giving restaurant teams the training and tools to create more of these moments more consistently and at scale. In the first month, we completed the first round of trainings for our key leaders and experts who are responsible for cascading Make It Golden across more than 18,000 restaurants in the first quarter.
我们在推出新的饮料平台方面也取得了很大进展。目前,美国、德国、加拿大和澳大利亚的近18,000家餐厅正在通过给顾客提供选择McDonald's的新理由来推动增量销售。
We're also making great progress rolling out our new beverage platform. Today, nearly 18,000 restaurants across the US, Germany, Canada, and Australia are driving incrementality by giving customers new reasons to choose McDonald's.
我们有望在2027年年中之前将特色饮料平台扩展到欧洲另外7,000多家餐厅。我们已经开始在美国和爱尔兰为手撕鸡肉设置运营试点,努力提升我们增长最快品类中的口味和品质。
We're on track to expand our specialty beverage platform to more than 7,000 additional restaurants across Europe by mid 2027. We've already begun setting up operational pilots for handbredded chicken in the US and Ireland as we work to elevate taste and quality in our fastest growing category.
2027年初,我们将在美国几个城市的大约100家餐厅开展完整的广告销售测试,并在爱尔兰进行完整的全国推广。我们开始在全球开设改造后的next餐厅,第一家国际餐厅几周前在波兰开业,随后不久是西班牙。
In early 2027, we'll launch full advertised sales tests in about 100 restaurants in a couple US cities and a complete full national rollout across Ireland. We're starting to open remodel next restaurants across the globe with the first international restaurant opened in Poland a few weeks ago, followed shortly by Spain.
正如我们在投资者日所分享的,我们重新构想了餐厅的设计,以提供更具吸引力的现代顾客体验,采用新的厨房布局和设备,以支持未来的菜单创新和黄金标准执行。
As we shared at investor day, we've reimagine the design of our restaurants to deliver a more appealing modern customer experience with new kitchen layouts and equipment to support future menu innovation and gold standard execution.
配合我们新的餐厅运营平台ArchIchQ,我们有望在2027年开始改造数百家美国餐厅,并从2028年起将全球改造速度提升至每年超过5,000家餐厅。
Alongside our new restaurant operating platform, ArchIchQ, we're on track to begin remodeling hundreds of US restaurants in 2027 as we ramp up to a global run rate in excess of 5,000 restaurants per year beginning in 2028.
最后,我们正在美国、澳大利亚更多的得来速餐厅扩大对智能点餐系统Archie的测试,它让我们的员工有更多时间服务顾客,并确保每一份订单都美味可口。
And finally, we're expanding testing of Archie, our smart ordering system, across more drive-throughs in the US and Australia, where it's giving our crew more time to spend with our customers and make sure every order is delicious.
我们预计到2027年底,Archery将部署到美国大多数餐厅,并计划在2027年全年在国际市场开展更多试点。这就是next的实际行动。在强化我们当前运营方式的同时,打造增长平台和能力,使McDonald's能够长期保持领先地位。
We expect Archery to be deployed across a majority of US restaurants by the end of 2027 with further pilots planned internationally through 2027. This is next in action. Strengthening how we operate today while building the growth platforms and capabilities that will position McDonald's to lead for the long term.
我们会在整个2027年持续定期向大家更新我们在Next关键要素方面的进展和相关成果。
We'll continue to regularly update you on our progress and associated results behind key elements of next throughout 2027.
在麦当劳,只有真正在餐厅里落地了,才算真正实现。随着2026年接近尾声,我们专注于让美国业务重新找回势头,同时在国际业务上继续扩大市场份额。
At McDonald's, nothing is real until it's real in the restaurants. As we close out 2026, we're focused on reestablishing momentum on our US business while expanding share gains across our international business.
近期的进展让我感到鼓舞,我也对麦当劳Next未来几年将为我们的业务释放的上行潜力感到兴奋。
I'm encouraged by our near-term progress and excited about the upside potential that McDonald's Next will unlock for our business in the years ahead.
我认为大家在聚焦入门级价值这一点上高度一致,这是我们价值等式里最后一块需要解决的问题。正如我在准备好的发言中提到的,我认为这就是为什么我们已经看到,美国系统里大约40%的门店已经在做某种形式的入门级价值方案。
I think there's very strong alignment around uh focusing on this entry level value as being the last piece of the value equation for us that we need to figure out. Uh, and as I made it mentioned in my prepared marks, I think that's why we already see that we've got uh, you know, about 40% of the US system uh, is doing some version of an entry-level value program.
其中一部分是在测试中,另一部分是加盟商不想等测试结果,已经直接推出入门级价值方案了。所以我确实认为,正如我之前谈到的,大家在推进美国入门级价值这件事上高度一致。我认为我们在其他价值要素上状态良好。
Part of that's in testing. Uh part of that is franchises not wanting to wait for the test and actually get out uh and put entry level value in place already. So I I do think there's uh really good alignment around uh you know getting after the entry level value in the US as I've talked about before.
I think we're in good shape on the other elements of value.
至于麦当劳Next,我们和加盟商有很多不同的讨论。但总体来看,加盟商是否一致认同要改善顾客体验、口味、品质和服务?100%认同。他们是否一致认同要让餐厅更容易运营、更高效?100%认同。
And then as you uh regarding McDonald's next, you know, we're having a lot of different conversations with franchises. Um but broadly, are franchises aligned around improving the customer experience, taste, quality, hospitality?
100%. Are they aligned around going after uh making the restaurants easier to operate, more efficient? 100%.
在我们的系统里,讨论始终围绕“怎么做”。我认为我们系统的一大优点就是,现在我们已经深入进去,有团队——尤其是在美国——在逐项推进这些要素。
Uh in our system, as you know, uh the conversations are always around the how. Um and so one of the things that I think is is so good about our system is now we're digging in and we've got teams uh particularly in the US working through each of these elements.
比如门店改造,现在有加盟商团队在逐行逐项地审查改造方案。我相信他们会找到机会,他们一向如此。这方面一直有很好的讨论。
If you think about remodels uh there's you know franchises now who have a team who are going through line by line item by item on the remodel. Uh and I'm sure they're going to find opportunities.
They always do. Uh there's always a good conversation on that.
所以我预计,随着这些讨论进一步深入,我们会得出一个大家都真正满意的门店改造方案。至于另一方面,我知道大家一直在讨论手工裹粉炸鸡,这就是我们推出测试的原因。2027年初,我们将在几个城市推出两个测试,也就是广告销售测试。
And so I would expect uh that you know as we get further into those conversations we're going to get to a remodel program that we all feel really good about. Uh and then on the other uh piece of this which I know there's been conversation around handbredded chicken is why we have the tests out there.
We've got two as or advertised sales tests uh in a couple of our cities uh in early 2027.
上周我正好在爱尔兰待了几天,和那里的加盟商一起走访餐厅,看他们为手工裹粉做准备。
Uh I just happened to spend the last last week I was in Ireland for a couple days with franchises there going and visiting the restaurants as they prepare for hand breading.
这正是麦当劳人特别兴奋的地方,因为他们现在开始钻研运营细节:我们怎么把它做成?有哪些挑战?怎么做得更好?所以总体而言,我对加盟商在Next上的状态感觉良好。我认为他们恰当地深入到了这些事情的“怎么做”层面。我们会在2027年推进过程中向大家分享进展。
So this is like this is where McDonald's folks just get super excited because now they're getting into the operational details. How do we make this work? What are the challenges?
Uh how do we make it better? And so I do feel uh overall good about uh where franchises are on next. I think they're appropriately digging into the how on those things. Um, and we'll share with you progress as we go through 2027.
我想回到我们在第二季度财报电话会上说过的话,因为我认为我们所做的一切以及第三季度看到的结果,都在印证我们当时所阐述的,那就是我们的重点是让美国业务在2026年退出时处于更有利的位置。
you know I' I'd go to kind of what we said on the on the Q2 earnings call because I think everything that we're doing and and the results that we've seen in Q3 are all kind of conf confirmatory to what we outlined there which was that our focus was about how we got the US business in a stronger position as we exit uh 2026.
我们当然对Sky和美国系统共同推进的工作和决策感觉非常好。正如你们听到我们在开场发言中所说,我们对9月以及现在到10月所看到的基线客流趋势感到鼓舞。
I think certainly we we feel really good about the work and the decisions that Sky and the US system collectively are putting into place. I think we're, as you heard us say in our upfront remarks, we're encouraged by the baseline traffic trends that we've seen through September and and now through October.
我認為我们依然非常有信心,美国业务正走在正确的道路上,将以更强的姿态退出2026年。我也想顺便谈谈M,因为我相信这肯定是接下来会被问到的问题。关于M,我想说,正如我们在开场发言中所述,我们大多数大型国际市场都在守住或提升市场份额。
And I think we remain, you know, really confident that the US is on the right path to exit 26 in a in a stronger position. Um, I might just also touch on M because I that may I'm sure that's a question that's coming.
And I just would say with M, you know, I think as we outlined in in our opening remarks, um, you know, see in in the all most the majority of our large international markets were holding or gaining share.
消费环境偏软,但我们做得不错,我认为我们的国际市场非常稳定地在执行那套菜单营销和超值策略。展望第四季度,我认为我们在第三季度看到的那些情况,预计在今年余下的时间里大体上会保持一致。
Uh, it's a it's a soft consumer environment, but we're doing well and I think our international markets are very consistently executing that playbook playbook of menu marketing and value.
Um, and I think as we look forward to Q4, you [clears throat] know, I think the the kind of conditions that we saw in Q3, we expect to be largely consistent through the rest of the year.
是的,你好 John。我认为这些都是我们目前会和加盟商一起深入研究的细节,以弄清楚我们该如何实现这一点,也就是怎样才能最好地提升我们鸡肉产品的口味和品质。
Yeah, hi John. I think these are all things that right now uh those are the details that we dig into with franchises to figure out uh how we deliver this. What's the best way uh to go about uh improving the taste and quality of our our chicken uh offerings?
正如我上周提到的,我当时在爱尔兰,我们在那里正在做的一件事,目前大约有10家餐厅,是在测试两个品项,也就是鸡柳和一款三明治,对比三个品项,即鸡柳、三明治和鸡翅,并从中获得了不错的体验和反馈。
I I was in Ireland as I mentioned last week and one of the things that we're doing in there and we've got in in you know I'd say right now about 10 restaurants is looking at two items uh so strips and and a sandwich versus three items strip sandwich and and wings and getting good experience and feedback on that.
我想再次说明,这只是10家餐厅,但我们看到鸡翅确实带来了很强的增量,同样是在那10家餐厅里,现在还非常早期,但这是一个有意思的发现。
I think one of the things again it's 10 restaurants um but we're seeing that uh wings provides really strong incrementality again it's in those 10 restaurants it's really early um but that's an interesting learning
所以我认为我们现在处于这样一个阶段:我们究竟该如何着手执行这件事,有哪些挑战,有哪些问题,我认为通过这个过程,我们会弄清楚鸡翅或三个品项在运营上的复杂性,是否会超过它们所带来的增量收益。
so I think we're we're in kind of the now how do we actually go about and execute this what are the challenges what are the issues uh and I think you know through that we're going to learn uh whether there's you know the operational complexity of wings or three items uh outweighs uh the benefits that you get with incrementality
John,也许我只补充一点,我认为我们已经做了大量工作来理解我们所说的菜单架构,也就是去看市场的构成,显然我们最终要以顾客的需求为导向,正如 Chris 所说,这一点在不同市场之间可能会有一些细微差别,但我们在全球多个市场的鸡翅上确实取得了成功,所以我们很清楚这是一个机会领域。
maybe the only hook John just um I mean I think we've done a lot of work to understand kind of the we call it menu architecture but just looking at the kind of composition of the market and I mean obviously we're going to ultimately be led by what is what are customers looking for and I think as Chris said that may there may be some nuances markettomarket in that but we certainly have had success with wings in a number of markets uh globally and and so we certainly know it's it's an opportunity area.
你好 Sarah,谢谢你的提问。我来回答关于口味品质以及节奏的问题,然后让 Ian 来回答第二个问题。是的,正如你提到的,我们专注于如何评估口味和品质,这是我们通过这里 Make It Golden 的培训来升级整个体系的重要部分。
Hey Sarah uh thanks for the question. I'll take the taste quality kind of the the pace question and then I'll let Ian uh cover the second one. Uh so yeah, as you noted uh we're focused on uh how do we go about assessing taste and quality?
It's a big part of what we're trying to upgrade the system on uh through the training that we've got here with with Make It Golden.
我认为我们在这里所做的最值得注意的改变,很可能就是加强了顾客反馈这一部分。我们从食品安全角度评估餐厅的核心要素,以及我们在确保为员工做正确的事方面所做的工作,所有这些都保持不变,但我们改变了评估顾客满意度的方式。
And I think probably the most notable change that we're making here is really uh enhancing the customer feedback portion of this. Uh so the core elements of of how we assess restaurants from a food safety standpoint, uh what we're doing around uh you know, making sure that we're we're doing the right things for our crew. uh all of those uh stay the same, but we have changed how we're going to be assessing uh customer satisfaction.
我们将在第四季度在美国全国推出一套新方法,并正在走向全球。然后在第四季度末,我们还将在应用中引入新功能,让顾客可以在应用内就他们的体验给我们留下评价。
We're rolling out uh in Q4 a new approach there uh across the US. It's on the way to going uh global. And then we're also at the end of Q4 going to be introducing uh into the app where the customers now going to be able to give us a review uh within the app on their experience.
所以所有这些都将让我们更好地了解顾客实际上是如何看待他们在餐厅所获得的体验的。
So all of that is going to go to giving us much better insight into how the customer is actually perceiving uh the experience that they're getting in the restaurants.
而在口味和品质方面,最终重要的是顾客如何看待它。所以对我们来说,要在口味和品质上取得实质进展,关键在于顾客的感受,因为美不美取决于看的人,而那个人就是顾客。
And when it comes to taste and quality, what ultimately matters is how the customer perceives it. So for us to be able to move the needle on taste and quality, it's beauty is in the eye of the beholder, which is going to be the customer.
我们正在这方面做出重大改进,以提升我们的可见度以及所获反馈的准确性。早上好,Sarah、Ian。我先来谈谈你关于收益的问题。正如我们在开场发言中所说,今年的收益显然有所增长,这是我们所称的 next 战略的一部分,目标是到28年底在全球实现98%的加盟化。
Uh and we're making significant enhancements there to improve our visibility uh and the accuracy of the feedback that we're getting. Morning Sarah Ian. Uh so let me maybe just touch on your uh question on gains.
I mean I think as we as we talked about kind of in the opening uh comments I mean gains are obviously up this year that's as as you know part of kind of the next strategy of getting us by end of 28 to 98% franchised globally.
到目前为止,2026年在美国和国际市场两个板块中,大约有175家餐厅已经完成再加盟,我预计这种水平的活动会在未来几年延续下去。
uh we've I think it's been about 175 restaurants so far in 26 through US and M segments that have been refranchised um and I would expect that kind of level of activity to kind of carry forward in in in through the next couple of years
显然,正如你所知,在模型中这会对收入产生影响,这也是我们第三季度收入略有下降的原因之一,因为我们把那100%的收入转成了加盟贡献的收入。
obviously as you know in the model that has an impact on revenue which is one of the reasons why our revenue was a bit down in in Q3 because we moved that 100% uh revenue to obviously a franchise contribution of revenue venue.
所以我认为展望未来,我们对实现到28年底达到98%这一目标的路径非常有信心。
Um, so I think looking forward, we feel really confident about the path to kind of get us to the objective of of 98% by end of 28.
我们看到,我们知道它正在引起该品类中关键消费者以及整个市场的共鸣。当然,就像菜单的任何部分一样,消费者想要一些新消息。但你必须从根本出发,目标是为消费者提供美味、高品质的日常选择。
而做到这一点,我认为这正是我们独特的定位,相对于市场上其他选择而言具有很高的性价比。我认为我们的基础层面在这方面做得非常好。
we're seeing we're we know it's resonating with the kind of key consumers that are in the category in the general marketplace. Um, for sure, uh, like I think any part of the menu, consumers want some of that kind of new news.
I mean, you got to start though with the fundamental that the goal is to deliver great tasting, high quality everyday choice that appeals to consumers. Uh, and delivering that, which I think is what our unique proposition is, is is great value for money relative to what's available in other parts of the market.
And I think our foundational layer is doing that really well.
正如我在开场发言中所说,我们开始轮换推出一些新消息。德国在本季度就推出了他们所谓的 spritz,这是本季度产品组合中表现最好的饮品。所以我们知道新消息很重要。显然,我们只是想确保以合适的节奏来做这件事,同时继续投资于基础平台。
As I talked about in kind of my opening remarks, um we are starting to rotate some new news. Um Germany did that in the quarter with what they called their spritz, which was their best performing beverage in the portfolio in the quarter.
So we know new news is going to be important. Obviously, we just want to make sure we're doing that at the right pace while continuing to kind of invest in the underlying platform.
关于业务蚕食,当然,任何时候你在菜单上增加一些新的选项,都会有一定程度的蚕食,但我认为我们真正想强调的是,增量是明确存在的。我们知道,饮品正在带动餐厅的增量到店和增量销售,而这最终当然意味着加盟商和餐厅的增量盈利。
所以,正是所有这些因素加在一起,让我们更加确信这一机会,而且我们在每个市场都持续看到这一点,这让这个机会变得真实可见。
As far as cannibalization, I mean, of course, there's going to be some element of cannibalization, like anytime you're kind of adding incremental uh options to the menu, but I think what we're trying to really emphasize is there is clear incrementality.
We know beverages are driving incremental visits and incremental uh sales for restaurants and ultimately that means of course in incremental profitability for the franchises and for the restaurants.
So th it's all of those things together that are getting us uh you know more even more convicted about the opportunity and the fact that we're seeing that consistently in each market that's bringing the opportunity to life.
我只想补充一点,我认为 Ian 已经讲得很好了,但从长期来看,我们确实认为存在一个机会,也有必要提供更丰富的饮品选择。而接下来这次改造中固有的一部分,就是我们确实需要增加饮品的空间。
我们在后厨没有足够的空间来充分实现我们在饮品方面的全部雄心。所以,实际上,与下一次改造相关的最重要的投资之一,就是扩大我们所说的饮品区,从而为我们在未来提供更丰富多样的饮品搭建平台。
The only thing I would add uh I think Ian covered that really well but as you think about long-term we do think that there's an opportunity and a need for us uh to offer offer an even broader assortment of beverages.
And part of what is uh inherent in the next remodels is we just need to increase space for beverages. We don't have adequate space in back of house uh to be able to offer kind of our ami full ambition of what we want to do in beverages.
And so part of that actually one of the most significant uh investments associated with the next remodel is actually increasing what we call the beverage cell uh to give ourselves the platform to offer that broader variety of beverages going forward.
是的,当然,Andy。我们同意,营销确实没有达到我们为 McDonald's 设定的标准。所以这肯定是 Sky 和团队正在着力解决的问题。我对目前看到的一些初步思路感觉不错,这方面还会有更多进展。
正如你所知道的,我们在投资者日上谈了很多关于消费者下一步的话题,以及我们如何考虑改变我们的市场推广方式、改变我们的需求创造方式,并真正强调和利用 McDonald's 是世界上最大的全球品牌之一这一事实,我们可以制造出很少有其他品牌能制造的谈资价值,而在我看来,我也知道 Morgan 会同意这一点,我们并没有尽可能多地去利用这一点,并真正把它转化为推动品牌热爱。
所以,这将是你们在未来几年会看到我们越来越多去做的事情。
Yeah. Uh sure Andy. Well, we would agree uh the marketing is has not been uh where you know we would set the standard at uh for McDonald's. And so uh that's certainly something that Sky and the team are getting after.
And I feel good about uh some of the initial thinking that I've seen there and and more to come on that. uh we talked a lot about it at uh investor day as you know uh consumer next and how we're thinking about uh changing our go to market approach changing our demand generation approach uh and really emphasizing and leveraging the fact that McDonald's is one of the the world's biggest uh global brands and we can generate talk value uh that few other brands do and and we haven't in my estimation and I know uh Morgan would share this as well we haven't done uh as much as we could to harness that uh and really channel it into driving uh brand love for us.
And so that is going to be something uh that you're going to see us doing increasingly over the next several years.
当然。我们一直在与加盟商就定价进行沟通,我认为目前主要集中在美国,但总体而言,除了入门级价值这一块,我们的状况是好的。所以,当我们在商圈内与竞争对手进行比较和基准对照时,我们在美国绝大多数餐厅的基础菜单定价上都处于折扣水平。
所以我们对这一点感觉不错。正如我提到的,我们对我们的套餐组合和其他方面所处的状况感觉非常好。所以我认为我们现在在美国没有这个问题。你始终必须对此保持警惕,而且这是一个动态的环境。
所以我们会持续关注,但我们在这方面的起点是好的。
Sure. Well, uh, we're always in conversations with franchises around pricing and and I think largely focused on the US right now, but largely we're in a good spot with the exception of this entry level value.
So uh our base menu pricing as we compare and benchmark versus our competitors within the trading area uh we are at a discount uh in the vast majority of our restaurants in the US on base menu pricing.
So we feel good about that. Uh as I mentioned we feel really good about where we are uh with our our meal bundles and other elements. So uh I don't think we have a problem uh in the US now.
You always have to stay vigilant on it and uh it's a dynamic environment. So, we're going to constantly keep looking at it, but uh we're starting from a good position on that.
展望2027年,我们当然仍预计食品和包装通胀会处于中个位数。正如你所知道的,这高于我们长期的历史趋势。所以,这将继续是一个我们必须穿针引线的问题:如何确保我们把定价传导下去,以覆盖我们所看到的通胀,同时又要确保我们继续以优质价值和可负担性来引领客户。
As you think about 2027, certainly we're still expecting to see mid-s singledigit food and paper inflation. And uh that is higher than, as you know, our long-term uh historical trends there.
And so it is going to continue to be uh a sort of a needle that we're going to have to thread of how do we make sure that we're getting pricing through uh to account for the inflation that we're seeing but also make sure that we continue to lead with customers are offering great value and affordability.
是的,早上好,Brian。我是 Ian。我先来说,然后我相信 Chris 可能也想补充。我认为你说得对。我们在第三季度谈到了若干干预领域,其中之一就是部分恢复全国性的数字优惠,这对我们的高频用户和忠诚度会员来说非常非常重要。
我认为是这样。我认为这确实是推动我们所说的基础客流势头改善的因素之一,但我们也说过我们还有更多工作要做,而这正是 Sky 和美国系统在今年余下时间里所专注的。
Yeah, morning Brian. It's Ian. Let me start and then uh I'm sure Chris may want to weigh in. I mean, I think uh you're right. We [clears throat] talked about a number of areas of intervention uh through Q3 and and one of those was to partially restore uh national digital offers which are really really important for our high frequent users, our loyalty members.
Um, I think so. I think that was certainly one of the things that contributed to the improvement in our baseline traffic momentum that we talked about, but we also said we've got more work to do, and that's certainly what Sky and and the US system are focused on through the rest of the year.
我们在美国的忠诚度会员几乎占我们客户群的30%。所以,这是一个非常重要的部分。这是我们客户群中我们会非常频繁互动的部分。正如我们之前谈过的,忠诚度会员的消费频率要高得多。事实上,在加入忠诚度计划后的12个月内,频率大约会提高到原来的2.5倍。
所以,与这些客户建立联系,并推出能引起他们共鸣、清晰且有吸引力的优惠,非常重要,而且正如我所说,我们已经取得了进展,但在这方面还有更多工作要做,美国系统正在推进。
I mean, our loyalty membership in uh the US is is is almost 30% of our customer base. So, it's a really important part. It's a part of our customer base that uh we interact with on a very regular basis.
And as we've talked about before, you know, um the frequency of that uh loyalty base is is much higher as as members get into loyalty. In fact, it goes up about two and a half uh times uh in the 12 months post joining the loyalty program.
So connecting with those customers and getting offers in place that resonate with them and are clear and compelling is really important and and as as I said we've made progress but we've but we've got uh more work to do on that front that the US system is is working through.
是的,我只想补充一点,我认为数字优惠很重要,特别是因为数字优惠针对的是我们最频繁的客户。如果你看我们的业务,大约三分之一的销售是数字销售。其中很大一部分是基于应用的,也就是我们的忠诚度会员。
而这些高频客户代表了我们的销售大头。偶尔光顾的客户虽然重要,但从销售贡献来看,不如高频客户那么重要。高频客户对数字优惠非常敏感。我认为我们从中学到的是,我们必须把这件事做对。当你改变数字优惠计划中那些深受高频客户重视的关键要素时,其影响可能会相当大。
所以,Sky 和团队能够做的是回过头去,真正解决一些最需要恢复的重大领域。然后我们还在继续与加盟商讨论数字领域的其他方面,确保我们奖励那些高频客户,让他们持续回到 McDonald's。
Yeah, I would just add uh I think digital offers is important particularly because digital offers go out goes after our most frequent customers and uh if you think about our business uh we've got about a third of our sales are digital sales.
Uh a significant portion of those are app-based which are our loyalty members. Uh and those frequent customers represent the majority of our sales. uh the occasional customer uh while important uh the occasional customer is not as meaningful from a sales contribution as that frequent customer.
That frequent customer is super sensitive to uh to digital offers. And uh I think what we learned there is uh we've got to make that right. And when you uh perhaps uh change key elements of the digital offer program that were really valued by the frequent customer, the impact on that can be pretty significant.
And so, uh, what Sky and the team have been able to do is go back, uh, and really address some of the biggest, uh, areas that, uh, needed to be put back in place. Uh, and then we're also continuing with franchises to talk about other areas, uh, within digital that we make sure that we're rewarding those frequent customers uh, and keeping them coming back to McDonald's.
当然。在中国,第三方外卖平台确实出现了收缩,我们在中国遇到了一种奇怪的情况:有一段时间,点外卖实际上比去餐厅还便宜,这需要第三方外卖平台投入大量补贴。这种情况已经逆转。他们已经削减了很多这类优惠,所以这对中国更广泛市场的客流造成了负面影响,当然也影响到了我们。
不过,全球外卖仍在增长,仍在大致中到高个位数增长,而且我认为我们自己在配送方面表现强劲,因为我们的规模、因为我们的餐厅离顾客很近,我们是那些第三方外卖平台的首选场所。所以,我们仍然对我们的外卖业务感觉良好。
我们对我们在外卖方面看到的份额增长感觉良好。但随着生活成本压力继续成为担忧的来源,我们和外卖平台都有责任确保我们对配送费或额外加价保持审慎。所以这方面有很多讨论,但外卖总体上仍在增长。
Sure. Well, within China, definitely there's been a pullback uh by the third party uh delivery providers and we had a a odd situation in China where it was actually cheaper for a period of time to order delivery than it was by going to the restaurant which is uh requires a significant amount of subsidization that was going in by the third party delivery uh providers.
Uh that has reversed out. they've pulled back on a lot of those offers and so uh that has uh negatively impacted traffic uh in in broader market in China and certainly it has impacted us uh delivery globally though is still growing it's still growing kind of call it mid to high single digits uh and we're seeing I think you know strong performance for ourselves uh in delivery because of our size because of the proximity of our restaurants to customers we our preferred venue for those 3P uh 3PO uh providers.
And so uh we're we're still feeling good about our delivery business. We feel good about the share gains that we're seeing uh in delivery. Um but I think as cost of living pressures continue to be uh a source of concern.
Uh it's also incumbent upon us as well as the delivery providers to make sure that uh you know we're we're being thoughtful about uh the search charge or the the incremental uh price that gets offered there.
So there's a lot of conversations on that but delivery is still broadly growing.
是的,谢谢 Chris。关于第一个问题,也就是……我其实会先回答第二个问题,关于与加盟商就定价的沟通。这周我们总部确实有加盟商领导层来,专门谈的就是这件事。我认为大家在这一点上有广泛共识:在当前环境下,我们必须继续确保有合适的价值方案。
所以我们在做入门级价值测试。我不认为我们在把这件事做对上有什么动摇。现在只是要落实具体怎么做。至于2027年会怎样,考虑到我们看到的食品和包装成本中个位数通胀,这需要我们继续保持灵活。
我认为通过我们的 RGM 团队,我们对那些关键价值品项有了更清晰的洞察和把握,也就是在定价上必须做对的那几项,以及那些我们或许有机会推动一点涨价的地方。所以这因餐厅而异,因经营者而异。
我们会想办法去推动。但我认为我们必须非常谨慎,过去18个月我们吸取了教训:在这件事上必须非常谨慎地推进,我认为我们和加盟商在这一点上是一致的。
Yeah, thanks Chris. Uh so on the first uh question which is around uh where you're I I'll actually hit the second question which is around conversation with franchises on pricing.
Uh we've actually had leadership franchises uh at headquarters uh this week talking about that exact uh thing. And uh I I think there's uh broad alignment around it's important for us in this environment to continue to make sure that we've got the right value program uh in place.
And so uh that's why we've got the entry level value testing. I don't think see there's any wavering uh in terms of the commitment for us to get that right. Uh and it's now just going through the how of of that we go do that.
And then in terms of how that plays out in 2027 when you've got uh you know the mid-s singledigit food and paper inflation which is what we are seeing uh is just going to require us to continue to be nimble there.
And I think there are we've got through our RGM team I think much better insight and clarity around those key value items, the ones that we've got to get right from pricing uh and those areas where perhaps we have opportunities uh to be able to push through a little bit of pricing.
So it varies restaurant to restaurant, operator by operator. Um we are going to find ways to go try to push that through. Um but um but I think we've just got to be really careful and I think we've learned the lesson over the last 18 months uh that you need to proceed very cautiously uh with that and I think we're align with franchises on that.
你问的现金流以及目前的情况。我没有最新的数字。但我认为我们大体上与我们此前谈到的水平一致,其中一部分当然取决于我们第四季度最终落在哪里,这会影响全年最终数字。但我认为我们就在500左右,无论最终是略高还是略低,我认为我们还有最后一个季度要走。
Uh your question around cash flows and where that stands. I don't have the latest number. Uh but I think you know we're broadly in line with where uh we talked about certainly part of that uh is going to be where we land in Q4 that's going to influence the final year number.
But uh I think you know we're right around that 500 and and whether we're you know slightly above or below that I think we still got a quarter to go.
对 Chris 的发言,我可能唯一想补充的是,归根结底,对我们来说最重要的事,无论是为加盟商还是为我们自己推动利润结果,都是让业务的势头回到我们希望的位置。我想这就是我们美国系统今年余下时间所专注的,正如我们之前谈到的。
我知道他们正深入制定他们的27年计划,重点是:在我们所处的环境中,如何实现尽可能强劲的营收增长。当然,这并不意味着我们不涨价,或者加盟商不做涨价的决定,但对我们来说最好的做法是把业务的基本盘拉回到我们希望的位置,然后这能帮助我们照顾好其余的事情。
The only maybe thing I'd add Chris to Chris's comments is I mean at the end of the day the most important thing for us to do uh to drive bottom line results both for our franchises and for us is is get the momentum of the business back where we we want it to be.
And I would just say I think that's what our US system is is focused on for the rest of this year as we've talked about. And I know they're deep in kind of working through their 27 plan and the focus is how do we get the the strongest possible topline growth in the environment that we're operating in.
Obviously that doesn't mean of course we don't take uh pricing or franchises don't make decisions to take pricing but the best thing for us to do is get the baseline of our business back into the spot where we want it to be and and uh that then helps us look after the rest.