快餐为何越来越贵
字幕摘录
| 时间 | 英文 | 中文 |
|---|---|---|
| 0:00 | The backlash began with just a photo. | 反弹从一张照片开始。 |
| 0:03 | Here, at a rest stop off Route 95 in Darien, Connecticut, between a Subway, Dunkin' Donuts, | 在康涅狄格州达里安95号公路的休息站 地铁 邓金甜甜圈之间 |
| 0:08 | and Sbarro, sits a McDonald's. | 和斯巴罗,坐麦当劳。 |
| 0:11 | In 2023, a traveler passing through was astonished by its prices. | 2023年,一位经过的旅行者对其价格感到惊讶. |
| 0:15 | Instead of reaching for their wallet, they pulled out their phone to capture the absurdity. | 他们没有拿钱包,而是拔出手机来捕捉荒谬之处。 |
| 0:20 | A Big Mac meal running nearly $18. | 大麦饭快18元了 |
| 0:24 | The picture was posted on Twitter and accompanied by a question, and the response was overwhelming. | 图片在Twitter上发布,并附有一个问题,而回应是压倒性的. |
| 0:29 | The meal and its outlandish price tag went viral. | 这顿饭和它的奢侈品价格标签 都变得充满了病毒。 |
| 0:32 | It sparked conversation across social media, it made national news, it got so big that | 它引发了社交媒体的谈话, 它制造了全国性的新闻, 它变得如此庞大以至于 |
| 0:38 | even McDonald's itself got involved, releasing a statement accompanied by a handy graphic, | 甚至麦当劳自己也参与其中 发表一份附有手动图形的声明 |
展开字幕全文（264 条）
| 序号 | 英文 | 中文 |
|---|---|---|
| 1 | The backlash began with just a photo. | 反弹从一张照片开始。 |
| 2 | Here, at a rest stop off Route 95 in Darien, Connecticut, between a Subway, Dunkin' Donuts, | 在康涅狄格州达里安95号公路的休息站 地铁 邓金甜甜圈之间 |
| 3 | and Sbarro, sits a McDonald's. | 和斯巴罗,坐麦当劳。 |
| 4 | In 2023, a traveler passing through was astonished by its prices. | 2023年,一位经过的旅行者对其价格感到惊讶. |
| 5 | Instead of reaching for their wallet, they pulled out their phone to capture the absurdity. | 他们没有拿钱包,而是拔出手机来捕捉荒谬之处。 |
| 6 | A Big Mac meal running nearly $18. | 大麦饭快18元了 |
| 7 | The picture was posted on Twitter and accompanied by a question, and the response was overwhelming. | 图片在Twitter上发布,并附有一个问题,而回应是压倒性的. |
| 8 | The meal and its outlandish price tag went viral. | 这顿饭和它的奢侈品价格标签 都变得充满了病毒。 |
| 9 | It sparked conversation across social media, it made national news, it got so big that | 它引发了社交媒体的谈话, 它制造了全国性的新闻, 它变得如此庞大以至于 |
| 10 | even McDonald's itself got involved, releasing a statement accompanied by a handy graphic, | 甚至麦当劳自己也参与其中 发表一份附有手动图形的声明 |
| 11 | aimed to bust some myths about just how expensive McDonald's had become over the past few years. | 旨在打破一些关于 麦当劳在过去几年里 变得多么昂贵的神话 |
| 12 | What gave this story such staying power was that it felt like the perfect example of a | 给这个故事留下了 如此久留的力量 是,它感觉像一个完美的例子 |
| 13 | phenomenon that was bigger than the Northeast, and bigger than McDonald's, but instead went | 比东北地区还要大 也比麦当劳还要大 反而去了 |
| 14 | impacting all Americans at all fast and fast casual food spots—that these cheap and | 影响所有美国人 所有快速和快速 临时食物点 这些廉价和 |
| 15 | convenient dining options were just no longer cheap. | 方便的餐饮选择只是不再便宜。 |
| 16 | An $18 burger meal proved that point anecdotally, but some further research proved as much too. | 一份18美元的汉堡餐以传闻方式证明了这一点,但一些进一步的研究也证明了这一点。 |
| 17 | In the past decade, overall food prices were trending higher than the overall consumer | 在过去十年中,粮食总价格呈高于总消费者的趋势。 |
| 18 | price index, and then prices for food away from home have trended yet higher again than | 物价指数,然后家外粮食价格又比 |
| 19 | overall food prices. | 粮食总价格。 |
| 20 | Within the category of food away from home, more research showed, price growth at limited | 在离家食品类别中,更多的研究表明,价格增长有限。 |
| 21 | service restaurants, or fast and fast casual, was outpacing sit-down restaurants. | 服务餐厅,或快速和快速的休闲, 速度超过坐落餐厅。 |
| 22 | Fast food wasn't just reflecting broader rising costs for the American consumer, | 快餐不仅反映了美国消费者成本的上升, |
| 23 | it was leading the charge. | 是它引领的指控。 |
| 24 | Now, accompanying the general outrage over an $18 Big Mac meal were the explanations | 现在,伴随着一般的愤怒 18美元大麦饭是解释 |
| 25 | as to how we got here. | 至于我们是如何来到这里的。 |
| 26 | Often led by industry insiders or the industry itself, the explanation cited things simply | 通常由行业内幕人士或行业本身领导,解释只是引用一些事情 |
| 27 | out of fast food control. | 离开快速食品控制。 |
| 28 | Labor, for instance, had become more expensive after COVID. | 例如,在COVID之后,劳动力就变得更加昂贵。 |
| 29 | California had passed a bill that was going to hike minimum wage for fast food workers | 加利福尼亚州通过了一项法案 要提高快餐工人的最低工资 |
| 30 | to $20 an hour. | 每小时20美元 |
| 31 | Retail ground beef prices had soared across the decade too, while supplies like paper | 当地牛肉零售价格在十年里也飙升,而像纸一样的供给 |
| 32 | wrapping, cups, and packaging shot upward as well. | 包装、杯子和包装也朝上 |
| 33 | With trade wars, tariffs, stimulus checks, and increasing minimum wages, fast food chains | 伴随着贸易战争、关税、刺激性检查和增加最低工资、快速食品链 |
| 34 | were forced to get more expensive and hand these prices off to the customer. | 不得不提高价格 把这些价格交给客户 |
| 35 | Or at least, that's what they'd like their customer base to believe. | 或至少,这是 他们希望他们的客户基础相信。 |
| 36 | What's lost in this broadly true but incomplete explanation is the fact that pricing is not just | 在广义上真实但不完整的解释中 损失的是 定价不仅仅是 |
| 37 | a reflection of strictly costs and constraints, but broader business strategy. | 反映了严格的成本和制约因素,但范围更广的商业战略。 |
| 38 | Fast food is not just getting more expensive because of factors beyond the industry's control, | 快餐不仅因为行业无法控制的因素而越来越贵, |
| 39 | it's getting more expensive because the business of fast food is changing on the fly. | 因为快餐生意在苍蝇上变了 |
| 40 | Compare these two burger joints on either side of I-5 in Burbank, California. | 比较加利福尼亚州伯班克的I-5两侧的这两个汉堡关节. |
| 41 | One representing the cutting edge of fast food's change, the other an industry outlier | 一个代表了快餐的前沿变化 另一个是工业的外围 |
| 42 | that simply refuses to change. | 那只是拒绝改变。 |
| 43 | These two storefronts offer a very similar product at a very similar price. | 这两个店面以非常相似的价格提供非常相似的产品. |
| 44 | The Double Double at In-N-Out Burger costs $6.10, and the Big Mac at McDonald's at $6.49. | 汉堡店的双份双份票价为6.10美元,麦当劳的双份票价为6.49美元。 |
| 45 | Both offering a conceptually analogous item, sold at about the same price, | 两者都提供一个概念上相似的物品, 售价大致相同, |
| 46 | is largely where the similarities between these two businesses end. | 这两家企业之间的相似之处主要发生在何处。 |
| 47 | Their business strategies and operations, in fact, are so different that In-N-Out | 事实上,他们的商业策略和操作非常不同,以至于内-内-外 |
| 48 | wants you to buy a Double Double burger, while McDonald's, on the other hand, | 你要买双份汉堡, 而麦当劳,另一方面, |
| 49 | actively hopes you don't. | 积极希望你不要。 |
| 50 | While a bit cheaper, on average, the consumer is going to find the Double Double | 虽然便宜一点,平均来说, 消费者会找到双倍 |
| 51 | an objectively better product. | 一个客观上更好的产品。 |
| 52 | Personal preference aside, the Double Double is made up of ingredients that have never been | 除了个人偏好,双倍制是由从未有过的成分组成的 |
| 53 | frozen. | 冻僵了 |
| 54 | The meat was processed by In-N-Out at one of these two locations that are both within a | 肉是由In-N-Out在这两个地点之一加工的。 |
| 55 | while ingredients like buns have been contracted out to the same company since the 1950s, | 从20世纪50年代起 面包等原料就被承包给同一个公司 |
| 56 | ensuring freshness and consistent quality. | 确保新颖性和一致性质量。 |
| 57 | That superior consistency and quality is then carried through the process of preparing those | 然后,在拟定这些战略的过程中,将这种更好的一致性和质量纳入其中。 |
| 58 | ingredients and interacting with the customer making the order, as each location is laid out | 成份和与订货客户的互动,因为每个地点都列出 |
| 59 | in an almost identical manner, while staff is trained and expected to deliver a highly | 培训工作人员并期望他们提供高水平的 |
| 60 | standardized product with a cheery, welcoming attitude. | 以欢乐,欢迎的态度来规范产品. |
| 61 | Whether by comparative Google reviews between Burbank locations or annual rankings for customer | 无论是通过比较伯班克地点之间的谷歌审查,还是客户的年度排名 |
| 62 | IN -N -OUT将战胜麦当劳。 | |
| 63 | And it has to, as it's core to the company's strategy. | 它必须,因为它是公司战略的核心。 |
| 64 | This In-N-Out, and every In-N-Out, has a lot of staff to pay. | 这个In-N-Out,以及每一个in-N-Out,都有大量的员工需要支付. |
| 65 | Whereas McDonald's can run a slow shift with 5 to 10 employees, an In-N-Out will be staffed | 而麦当劳的员工可以5到10人进行缓慢的轮班,而In-N-Out将配备员工. |
| 66 | with 10 to 15, and during the lunch and dinner rushes, this number can regularly balloon to 25. | 加上10到15,在午餐和晚宴的匆忙期间,这个号码可以经常气球到25. |
| 67 | And not only are there more people to pay, but they're getting paid better as this | 不仅还有更多的人要付钱, 而且他们得到的报酬也更高了 |
| 68 | location starts its staff at $22 an hour with benefits and quick positional and pay advancement | 工作人员开始工作,每小时22美元,领取福利,职位和薪酬迅速提高 |
| 69 | opportunities. | 机会。 |
| 70 | With industry-leading pay and staffing, and a comparatively cheap product, the chain saves | 由于行业领先的薪酬和人员配备以及相对廉价的产品,链条节省了 |
| 71 | through vertical integration. | 通过纵向整合。 |
| 72 | The company owns the locations rather than renting them, it operates its own meat processing | 公司拥有这些地点而不是出租,它经营自己的肉类加工 |
| 73 | and trucking, and it sources products from Pink Lemonade to Paperware from the same singular | 它从粉红柠檬水到纸器 从同一个单数 |
| 74 | companies it has for decades. | 公司已经几十年了。 |
| 75 | But those savings aside, to profit off a menu built around five and six dollar burgers, | 但除了这些积蓄 为了从五六块汉堡的菜单中获利 |
| 76 | this location needs to sell a lot. | 这个地方需要卖很多。 |
| 77 | Because of a combination of quality and consistency, an In-N-Out customer will gladly | 由于质量和一致性的结合,一个In -N -Out的客户会很高兴 |
| 78 | brave a 20-minute drive-through wait, or stand in line for a few minutes without the privilege | 勇敢20分钟的车程等待 或排队几分钟 没有特权 |
| 79 | of ordering ahead or through an app. | 或通过应用程序订购。 |
| 80 | And because of this loyalty to the product, an average location does annual revenue of | 由于对产品的这种忠诚 平均地点每年的收入 |
| 81 | about $6 million a year. | 每年600万美元左右 |
| 82 | McDonald's, on the other hand, averages about $4 million per location a year. | 而麦当劳则平均每年每个地点约400万美元. |
| 83 | More impressive still, In-N-Out pulls in 33% more business in 15% less time, as its locations | 更令人印象深刻的是,In-N-Out在15%的时间里吸引了33%的企业,因为它的地点 |
| 84 | are open for an average of 14 and a half hours a day compared to McDonald's' 17. | 每天平均开放14小时半,而麦当劳17小时。 |
| 85 | Family-owned, consistent, clean, simple, In-N-Out feels like what fast food was like at its | 家庭所有, 一致,干净,简单, In -N |
| 86 | founding in the 50s. | 50年代创立. |
| 87 | But that's exactly why it's so singular, so unique from the rest, and so small. | 但正因为如此,它才如此奇特,从其余部分来说如此独特,而且如此小. |
| 88 | In its home state of California, there are only 289 locations, compared to over 1,200 | 在其家乡加利福尼亚州,只有289个地点,而1 200多个地点 |
| 89 | McDonald's' within the state. | 州内麦当劳. |
| 90 | Just within this narrow cross-section of Burbank, McDonald's outnumbers In-N-Out 4 to 1. | 就在Burbank这一狭小的交叉点内,麦当劳的人数超过了In -N |
| 91 | In-N-Out is tiny in the grand scheme of things, and in every trend of fast food, it's an outlier. | 内-内-外在事物的大计划中是微小的,在快餐的每一种趋势中,都是外在的. |
| 92 | But the very fact that it competes with, and in many cases outcompetes the larger fast | 但事实上,它竞争, 在许多情况下, 超越更大的快 |
| 93 | food chains on price, while providing equal to better quality, shows that pricing is a tool, | 价格上的食品链,虽然提供的质量与提高的质量相当,但表明定价是一种工具, |
| 94 | a choice, an extension of strategy, rather than something simply forced upon the industry. | 一种选择,一种战略的延伸, 而不是仅仅强迫行业。 |
| 95 | With 14,000 locations in just the US, but just 5% of those locations operated by the | 在美国有14,000个地点,但其中只有5%由美国 |
| 96 | publicly traded company, McDonald's as a corporation just can't maximize consistency | 上市公司,麦当劳作为一个公司 无法最大限度地保持一致 |
| 97 | or quality of products like In-N-Out, nor are they really incentivized to. | 或产品的质量 像in -N -Out, 也没有真正激励。 |
| 98 | You see, the transformation that shot prices through the roof began with a pivot—making | 你看,把价格从天花板上推开的转变 始于一个支点 |
| 99 | breakfast available all day. | 整天都有早餐供应 |
| 100 | In the 2010s, as year-over-year sales across US locations were either stagnating or falling, | 在2010年代,随着美国各地年复一年的销售停滞或下降, |
| 101 | McDonald's, under new leadership, looked to counter the rise of fast-casual restaurants | 麦当劳在新领导之下,想对抗快速伤亡餐厅的兴起 |
| 102 | encroaching on their territory. | 侵犯他们的领土。 |
| 103 | CEO Steve Easterbrook wanted McDonald's to be the modern, progressive burger company. | 首席执行官史蒂夫·伊斯特布鲁克希望麦当劳成为现代,进步的汉堡公司. |
| 104 | That meant better quality chicken, fresher beef, more data-driven decisions, | 这意味着更好的品质 鸡肉,更新鲜的牛肉, 更多的数据驱动决定, |
| 105 | and a more capable mobile app. | 和一个更有能力的移动应用程序。 |
| 106 | The first major move was that all-day breakfast extension. | 第一项主要行动是延长全天早餐时间。 |
| 107 | Customers had always clamored for this, surveys called for it, but leadership | 顾客总是为此而叫声 调查需要,但领导 |
| 108 | understandably had reservations. | 可以理解的是,有保留。 |
| 109 | Would it be worth the kitchen remodels and complications? | 厨房的改造和复杂情况值得吗? |
| 110 | Would the move cannibalize lunch and dinner product performance? | 食用午餐和晚餐 产品表现? |
| 111 | Rather than go off a hunch, they modeled it, leaning on a tech partnership with applied | 而不是直觉,他们模拟它, 依靠技术伙伴关系与应用 |
| 112 | predictive technologies, then rolling out a regional trial and collecting receipt data | 预测技术,然后推出区域试验和收集接收数据 |
| 113 | with the help of the NPD group. | 在NPD集团的帮助下 |
| 114 | The study showed that all-day breakfasts would bring customers they had lost back, | 研究表明,全天早餐会带回失去的顾客, |
| 115 | while also adding to overall receipt totals as midday diners were showing a tendency to | 中午餐厅也呈现出一种趋势: |
| 116 | toss a breakfast item like a McMuffin or Hash Brown on their order. | 在他们订购时 扔一个早餐项目 像麦克马芬或哈什布朗。 |
| 117 | Confident enough to push the franchise to remodel their kitchens and take on all-day | 信心十足,可以推动特许经营 改造他们的厨房 并占据一整天 |
| 118 | breakfasts, the company began a major turnaround, and they attributed it to not just a host of | 早餐,公司开始了一个重大转变, 他们把它归结为不只是 大量 |
| 119 | breakfast items, but the increasing importance of big tech and big data in the company's operations. | 早餐项目,但大科技和大数据在公司业务中日益重要. |
| 120 | It was just the start. | 这只是开始。 |
| 121 | Consider these three transactions. | 考虑这三项交易。 |
| 122 | One buying a Big Mac meal in Aztec, New Mexico, one buying a Big Mac meal in Newcastle, Colorado, | 在新墨西哥州阿兹特克买一顿大麦饭 在科罗拉多州纽卡斯尔买一顿大麦饭 |
| 123 | and one buying the same product again, this time in Burbank, California. | 这次是在加州的伯班克 |
| 124 | The difference in prices between the three reflect what McDonald's can't control—the | 三者之间的价格差别反映了麦当劳无法控制的东西—— |
| 125 | independent franchisee pricing that accounts for labor costs and other local factors. | 独立特许权定价,核算劳动力成本和其他当地因素。 |
| 126 | But consider the medium through which each transaction occurred, two kiosks and a phone | 但考虑一下每次交易的媒介,两个亭和一个电话 |
| 127 | screen, and now McDonald's' greatest tool for business optimization comes into focus. | 屏幕,现在麦当劳最伟大的优化业务工具 进入焦点。 |
| 128 | Historically, a common refrain for those in the know was that McDonald's is a real estate company. | 历史上,对于知情者来说一个常见的戒律是麦当劳是一家房地产公司. |
| 129 | This still holds true—they own much of the land on which their franchise locations sit, | 这确是真实的,他们拥有他们所有的土地的大部分。 |
| 130 | they count on rent as a core income stream—but in the last decade, | 他们以租金为核心收入,但在过去十年中, |
| 131 | McDonald's, along with its large competitors, have increasingly become tech companies, too. | 麦当劳及其大型竞争者也日益成为科技公司. |
| 132 | Turning to tech allowed McDonald's to focus on a critical aspect of the company's shortcomings | 转到技术,麦当劳可以专注于公司缺陷的关键方面 |
| 133 | that all-day breakfasts had hinted at—convenience. | 全天的早餐都暗示着... 愉快 |
| 134 | Customers wanted shorter wait times, faster orders, and ways to order ahead. | 顾客想要更短的等待时间 更快的订单 以及提前订购的方法 |
| 135 | In short, this meant screens. | 简而言之,这意味着屏幕。 |
| 136 | In 2019, the restaurant chain acquired a company called Dynamic Yield to help further optimize | 2019年,餐厅连锁收购了一家名为Dynamic Yield的公司,以帮助进一步优化 |
| 137 | and personalize the ordering experience through past user data and trends. | 并且通过过去的用户数据和趋势将订购经验个性化。 |
| 138 | It was the largest acquisition by McDonald's in 20 years, and it forever altered the ordering process. | 这是麦当劳20年来最大的收购,它永远改变了订购过程. |
| 139 | Take, again, getting a Big Mac. | 再来,拿个大麦克 |
| 140 | Now, really no matter its price, a Big Mac is either a loss leader, | 不管价钱多少,大麦克要么是输家 |
| 141 | or only derives a tiny turn of profit from McDonald's location. | 或者只从麦当劳那里得到一点利润 |
| 142 | If you were to order one in the past, then, whether in the drive-through line or counterline, | 如果你要订购一个在过去, 那么,无论是在 驱动通过线或对线, |
| 143 | you'd be faced with a whole host of promotions of new products, drinks, | 你会面对很多新产品 饮料的促销 |
| 144 | or all-day breakfast items, in the form of physical posters and banners on the menu. | 或全天早餐物品,形式为物理海报和菜单上的横幅. |
| 145 | And when you went to order your simple sandwich, you'd be asked if you'd like to turn it into a meal, | 当你去 订购你的简单的三明治, 你会被问 是否你想把它变成一顿饭, |
| 146 | as french fries, and especially fountain drinks, have far better margins. | 作为薯条, 特别是喷泉饮料, 有远为更好的幅度。 |
| 147 | Perhaps you'd be tempted to do so because McDonald's, after all, | 也许你会想这样做 因为麦当劳,毕竟, |
| 148 | has years of experience and tricks in getting you to spend a little bit more. | 有多年的经验和技巧 让你多花一点钱。 |
| 149 | McDonald's has a long-used meal pricing decoy strategies, for example, to make the large meal | 麦当劳有一个长期使用的餐具定价策略 比如做大餐 |
| 150 | feel so similarly priced to the medium that you go ahead and opt for the large. | 觉得对介质的定价很相似 以至于你选择了大块。 |
| 151 | If you were to leave with just a sandwich, that'd be a loss for the chain. | 如果你只是带着三明治离开,那会失去链条。 |
| 152 | If you were to leave with a sandwich, a drink, and an odd end add-on, | 如果你带着三明治,饮料, 和奇异的结尾添加, |
| 153 | McDonald's会算一个胜利。 | |
| 154 | But now, dynamic yield, the kiosks, the McDonald's app, and drive-through | 但是现在,动态收益, 亭子,麦当劳的应用, 和驱动通过 |
| 155 | have all taken this to the next level through far smarter, far more personalized sales tactics. | 通过更聪明、更个性化的销售策略 将这一切带到了下一个层次 |
| 156 | Digitized, personalized, customized menus means long gone are the days of the drive-through | 数字化,个性化,定制的菜单 意味着远走高飞的日子 |
| 157 | board listing every possible meal item. | 上面列出所有可能的餐具 |
| 158 | Today, if you're planning on ordering at the counter, | 今天 如果你想在柜台订货 |
| 159 | or off the digital menu at the drive-through, you're only going to see the options the company | 或关闭数字菜单 在通过,你只会看到的选择 公司 |
| 160 | wants you to see. | 让你看看 |
| 161 | At this New Mexico location, the only listings and prices are for extra value | 在这个新墨西哥州, 唯一的上市和价格是额外的价值 |
| 162 | meals. | 吃饭 |
| 163 | If you're planning on just ordering a Big Mac and not the meal, you're going to have to ask, | 如果你打算只点一个大麦片 而不是餐,你必须问, |
| 164 | and if you want to know the exact price before committing, you'll have to ask for that too. | 如果你想在犯罪前知道确切的价格, 你也必须要求。 |
| 165 | You can still order anything off the menu, of course, but a curated menu passively pushes | 当然,你还是可以点菜单外的任何东西, 但是一个曲折的菜单被动地推 |
| 166 | your order towards what they want to sell. | 你命令他们出售什么 |
| 167 | And this goes both ways, too. | 这事也是双向的 |
| 168 | The company actively | 公司积极 |
| 169 | wants to make a sale, too, and it's pushing options that have proved popular, or, say, | 想要做一个销售, 和它推动选择 已经证明流行, 或者,说, |
| 170 | it's a super hot day, it'll push items like ice cream and cold drinks that it assumes will | 这是一个超级炎热的一天, 它会推项目 像冰淇淋和冷饮 它假设会 |
| 171 | be popular. | 受欢迎。 |
| 172 | This curation also keeps things moving quicker, too, as a massive menu with | 这种美术也让事情发展得更快 作为大菜单 |
| 173 | every offering slows lines to a crawl during rush hours, so to optimize the convenience | 每一次提供 慢行爬行 在繁忙时间, 这样优化方便 |
| 174 | factor the company leans on, it keeps these menus simple. | 公司倾斜的因数, 它保持这些菜单简单。 |
| 175 | If you want the full menu, | 如果你想要完整的菜单, |
| 176 | you'll have to turn to the kiosks or the app, but it's going to be in exchange for your data, | 你不得不转向 亭或应用, 但这是交换你的数据, |
| 177 | or at least asking for your data. | 或者至少问您的数据。 |
| 178 | Your location and your order habits are hugely helpful for | 你的定位和订单习惯对 |
| 179 | for efficiency, so when you use a kiosk, it'll ask you to log in to your McDonald's account, | 为了提高效率,所以当你使用一个亭子, 它会要求你登录 在你的麦当劳的账户, |
| 180 | and then it'll ask again. | 然后又问. |
| 181 | And once in, you'll just have to maneuver around the headline items | 一旦进入,你只需要绕着头条 |
| 182 | like the brand new refreshers and the top ticket items like the Archburger, a novelty luxury item | 像全新的复习 和最高票项 像Archburger,一个全新的奢侈品 |
| 183 | with fairly good margins, to get to your sandwich of choice. | 有相当不错的利润, 去你的三明治选择。 |
| 184 | The app is going to be less pushy to | 应用不会那么急躁 |
| 185 | get you to log in, because once in, you stay logged in, and you're incentivized to stay | 让你登录,因为一旦登录, 你留在登录, 你激励留下来 |
| 186 | through the accumulation of points and the varying personal promotions, whether it's a free item on | 通过积分和不同的个人晋升, 它是否是一个免费项目 |
| 187 | your birthday, or a boilerplate, limited time, free medium fry with any order to hopefully get | 你的生日,或者锅盘, 有限的时间,免费的中煎 任何顺序 希望得到 |
| 188 | you in the door. | 你在门口。 |
| 189 | Such deals create loyalty both ways, while also allowing McDonald's to better | 这样的交易创造忠诚 同时也让麦当劳更好 |
| 190 | suggest and service items to a customer based on their past orders. | 根据客户以往的订单向客户提供建议和服务。 |
| 191 | And it provides user data that | 它提供用户数据 |
| 192 | then goes on to inform strategy and pricing, company-wide. | 然后在全公司范围内向战略和定价提供信息。 |
| 193 | If, for example, you're consistently | 如果,比如说,你一贯 |
| 194 | {\fn黑体\fs22\bord1\shad0\3aHBE\4aH00\fscx67\fscy66\2cHFFFFFF\3cH808080}当大麦克斯是6.10美元的时候 {\fn黑体\fs22\bord1\shad0\3aHBE\4aH00\fscx67\fscy66\2cHFFFFFF\3cH808080}然后当价钱涨到6.49美元的时候 {\fn黑体\fs22\bord1\shad0\3aHBE\4aH00\fscx67\fscy66\2cHFFFFFF\3cH808080}你就不再是 | |
| 195 | order the sandwich, or worse yet, you no longer spend at McDonald's, that's extremely valuable | 订三明治,或者更糟的是, 你不再花在麦当劳, 这是极有价值的 |
| 196 | information for the company to have—and ultimately information that the company will act on. | 公司拥有信息——以及公司将采取行动的信息。 |
| 197 | While | 虽然 |
| 198 | altering the quality of the product or the product itself presents a massive undertaking for a chain | 改变产品质量或产品本身对链条是一项巨大的任务 |
| 199 | so big, screens and big data allow McDonald's to better alter and fine-tune prices and offerings | 如此大,屏幕和大数据 让麦当劳更好地改变和微调价格和报价 |
| 200 | to best match what the customer is willing to pay. | 最符合客户愿意支付的价格 |
| 201 | Where In-N-Out optimizes through what it controls | 内-内-外通过控制来优化 |
| 202 | in the physical world, the big chains optimize through the digital. | 在物理世界,大链 通过数字优化。 |
| 203 | In the wake of the $18 Big | 在18块大之后 |
| 204 | Mac meal going viral, concerns over McDonald's pricing strategy were voiced in an earnings call. | 麦当劳的定价策略受到关注, |
| 205 | The company was losing its important lower-income customer, and the perceived value of the | 该公司失去了重要的低收入客户,也失去了人们所认识到的价值。 |
| 206 | company's products in relation to price was declining. | 公司产品与价格的关系正在下降。 |
| 207 | The answer came in the form of a major | 答案是: 一个主要的 |
| 208 | value push. | 价值推动。 |
| 209 | First, the $5 meal deal launched in mid-2024, then the McValue menu the year following. | 首先,在2024年中推出的5美元餐饮交易,然后在次年推出McValue菜单. |
| 210 | Both span breakfast and lunch items, both have marked a pivot in sales and broadly have proved | 早餐和午餐 都标出了销售的中枢 基本上证明了 |
| 211 | to work. | 工作的时候。 |
| 212 | And yet, if you were to go to this McDonald's location in Darien, Connecticut, | 但是 如果你要去康涅狄格州达里安的麦当劳 |
| 213 | a Big Mac meal would still run you nearly $18. | 一顿大麦饭仍能用上18美元 |
| 214 | And that's because the word perceived in perceived | 那是因为感知到这个词 |
| 215 | value is doing a ton of work. | 价值正在做大量的工作。 |
| 216 | McDonald's is not in the business of quality food or cheap food, | 麦当劳不做优质食品或廉价食品生意, |
| 217 | so much as it's in the business of convenient food at a stomachable price. | 如此之多,在方便食品的生意 以可胃的价格。 |
| 218 | That's why the | 这就是为什么 |
| 219 | to get average ticket times down, it needs to provide a product at pace. | 为了降低平均票价,它需要以速度提供一种产品。 |
| 220 | More accurately, | 更准确一点 |
| 221 | it needs to provide products at pace. | 它需要以速度提供产品。 |
| 222 | It needs to be a place where you can grab lunch, a coffee | 需要找个地方吃午饭 喝杯咖啡 |
| 223 | drink, and a bag of ice all at the same time. | 喝,还有一袋冰 全部同时。 |
| 224 | But a customer will only act on such convenience so | 但顾客只顾着这样方便 |
| 225 | long as they believe they're not getting ripped off for a fairly unspectacular product. | 只要他们相信 他们不会被抢走 一个相当不显眼的产品。 |
| 226 | So McDonald's pours over the data, tinkers with prices, alters its value menu offerings over and | 所以麦当劳把数据倒了, 工匠们带着价格, 改变了它的价值菜单 提供, |
| 227 | to find the precise price point that the customer will tolerate. | 找到顾客会容忍的精确价格点 |
| 228 | Recently, the company launched its | 最近,该公司推出了 |
| 229 | own line of refreshers, and they're pushing the product hard. | 自己的复习线, 他们正在推动产品硬。 |
| 230 | Now, these products, simply by being | 现在,这些产品,只要是 |
| 231 | drinks, have high returns. | 饮料,有高回报。 |
| 232 | But they also create incentive in the customer to alter habits. | 但也为顾客创造了改变习惯的动力. |
| 233 | Rather | 相反 |
| 234 | than going to Starbucks, one could just hop on the McDonald's app and order one of these along with | 而不是去星巴克, 人们可以跳上麦当劳的应用 并订购其中之一 |
| 235 | a food item that Starbucks can't match. | 星巴克无法匹配的食物 |
| 236 | At $3.69 to $4.69, these drinks aren't cheap. | 在3.69美元到4.69美元时,这些饮料并不便宜. |
| 237 | But they're | 但是他们 |
| 238 | comparatively cheaper. | 相对便宜。 |
| 239 | They're cheaper than the options at Dutch Bros, Starbucks, and Sonic. | 他们比荷兰兄弟,星巴克和索尼奇的选手便宜. |
| 240 | They're just cheap enough, the company hopes, for the customer to think they're getting decent value | 公司希望它们足够便宜 让顾客觉得它们有价值 |
| 241 | for their money and benefiting from the convenience of being able to grab food in the same stop that | 为了他们的钱 并得益于方便 能够抓住食物在同一站点 |
| 242 | they'll change up their typical afternoon refresher routine and instead bring their business | 他们会改变 他们典型的下午复习常规 转而带来他们的生意 |
| 243 | over to the golden arches. | 过至金拱. |
| 244 | The tech pivot is broader than McDonald's. | 技术支柱比麦当劳要宽 |
| 245 | Taco Bell, 拥有于 | |
| 246 | the publicly traded Yum brand, has turned to a bifurcated menu with extreme value items and | 公开交易的Yum品牌, 已经变成了一个双层菜单 极值物品和 |
| 247 | high dollar bundle items pushed through the app. | 高美元捆绑物品推通过应用程序。 |
| 248 | Practically every fast and fast casual restaurant, | 几乎每个快速和快速 临时餐厅, |
| 249 | from Jimmy John's to Panera Bread, have mobile apps and digital loyalty programs. | 从吉米·约翰到帕内拉·布莱德,有移动应用程序和数字忠诚程序. |
| 250 | Wendy's found itself in hot water when it launched a digital menu system that could | 温蒂在热水里发现自己 推出一个数字菜单系统 |
| 251 | potentially alter prices of products midday. | 可能改变产品中午的价格。 |
| 252 | Customers called it surge pricing, and the | 顾客称之为快速定价, |
| 253 | outcry started a larger conversation over an accusation that no restaurant wants to be | 愤怒引发了一场更大的谈话 指控餐馆不想成为 |
| 254 | associated with—dynamic pricing. | 与动态定价有关。 |
| 255 | Of course, none in the industry want to be associated with | 当然,这个行业里没有人想参与 |
| 256 | given how much distrust the label engenders. | 鉴于标签产生了多少不信任。 |
| 257 | But the technology exists, the data and the data | 但技术存在,数据和数据 |
| 258 | processing exists, and already at just about every big chain, though it doesn't happen over the course | 加工已经存在, 并且已经在每个大链上, 虽然它不会在课程中发生 |
| 259 | of the day, the prices of products do change and the value menus shift around every few months. | 当日,产品价格确实有变化,价值菜单每隔几个月就变动一次。 |
| 260 | It may seem too far of a reach now, but pricing structures that shift by the hour and by the | 现在似乎太远了,但价格结构随着时间和时间而变化 |
| 261 | customer would fit the larger optimization and efficiency pushes that fast food has leaned into | 顾客会适应快餐 带来的更大的优化和效率 |
| 262 | the last decade. | 过去十年 |
| 263 | Customers have come to stomach-rising costs, so perhaps, if slowly | 顾客们要付出高昂的代价 所以也许,如果慢慢来 |
| 264 | and quietly implemented, they'll come to embrace dynamic ones, too. | 并且悄悄地执行, 他们也会来拥抱动态的。 |
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