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2008年1月10日经济报道-麦当劳叫板星巴克

楼主:Early Bird 日期: 回贴:0 浏览:

ECONOMICS REPORT - McDonald's Targets Starbucks
Thu, 10 Jan 2008
This is the VOA Special English Economics Report.
经济报道-麦当劳叫板星巴克。
2008年1月10日,星期四。
这是VOA特别英语的经济报道。
McDonald's, the fast-food company, is heating up competition with the Starbucks Coffee Company. McDonald's plans to put coffee bars in its fourteen thousand restaurants in the United States. Fewer than a thousand now offer specialty coffee drinks like lattes and cappuccinos.
Just like Starbucks, each coffee bar would have its own barista, the person who makes and serves the drinks. Company documents reported by the Wall Street Journal said the plan would add one billion dollars a year in sales.
快餐公司麦当劳加快与星巴克咖啡公司的竞争。麦当劳计划在美国14,000个餐馆开设咖啡店。不到1000家咖啡店能够提供特殊咖啡,如拿铁咖啡和热牛奶咖啡。
与星巴克一样,每间咖啡店都有自己的百瑞斯塔(咖啡师),专门配制咖啡与提供服务。据华尔街日报报道,麦当劳文件说,该计划可增加10亿美元的年销售收入。
McDonald's has enjoyed several years of strong growth. The company had almost twenty-two billion dollars in sales in two thousand six.
Still, the move to compete against Starbucks carries some risk. Some experts say it could slow down service at McDonald's restaurants. And some people who are happy with McDonald's the way it is now may not like the changes.
麦当劳几年来一直保持强劲增长,并且在2006年的销售收入差不多有220亿美元。
但是,与星巴克竞争的举措存在某些风险。一些专家说,该计划将降低麦当劳餐馆的服务速度。另外,对目前麦当劳经营方式满意的一些人可能不喜欢这些变化。
As early as two thousand one, the company tested McCafes in the United States to sell specialty coffee at McDonald's restaurants. But the drinks were not available at the drive-through windows that provide two-thirds of its business. McDonald's thinks its new plan has a greater chance of success.
Starbucks, on the other hand, has faced slower growth and increasing competition. Its stock has lost about half its value since last January.
早在2001年,麦当劳就在美国试运麦当劳咖啡店,在麦当劳餐馆出售特殊咖啡。但是,咖啡尚未在占其三分之二营业额的免停窗口供应。麦当劳认为,其新计划极可能成功。
另一方面,星巴克面临增长缓慢以及竞争加剧。自去年1月以来,星巴克股票损失了近一半的价值。
Starbucks has about ten thousand stores in the United States. Its high-priced coffee drinks have names like Iced Peppermint White Chocolate Mocha and Double Chocolate Chip Frappuccino. Lately Starbucks has added more foods, including breakfast foods, and put drive-through windows in some stores.
This week, the company replaced its chief executive officer, bringing back former C.E.O. Howard Schultz. He remains chairman of the board. He joined Starbucks in nineteen eighty-two, when it had just four stores. He is credited with building the Seattle company into an international success story.
星巴克在美国有大约1万家店铺,其高价咖啡有冰镇薄荷奶油巧克力穆哈咖啡和双份巧克力法布奇诺咖啡。最近,星巴克增加了包括早餐在内的更多食品,并且在某些店铺开设免停窗口。
本周,星巴克更换了其CEO,重新请回前CEO霍华德.苏尔兹,他仍然担任董事会主席一职。他在1982年、星巴克只有四间店铺时加入星巴克,并且是他将星巴克这一西雅图公司成功造就成跨国公司的传奇。
But a year ago he warned that its fast growth had led to what he called the watering down of the Starbucks experience. Some neighborhoods have a Starbucks on every block or two. Now, Starbucks will speed up its international growth while slowing its expansion in the United States.
但是,一年之前,他警告说,快速增长导致了其所谓的“星巴克经验的稀释”。某些区域在一个或二个街区就有一个星巴克店铺。目前,星巴克将加速其国际增长,并减缓在美国的扩展。
Millions of people have a taste for Starbucks. But last year, McDonald's Premium coffee got some good press. Testers from Consumer Reports thought it tasted better than Starbucks, and it cost less.
And that's the VOA Special English Economics Report, written by Mario Ritter. I'm Steve Ember.
数百万人喜欢星巴克。但是,去年麦当劳优质咖啡获得了某些正面报道。来自《消费者报道》的品尝者认为其口味优于星巴克的口味,并且还更便宜。
这是由Mario Ritter编写的、VOA特别英语的经济报道。我是Steve Ember。



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