McDonald's stirs up battle with Sta

McDonald's stirs up battle with Starbucks
Starbucks' Chief Executive Jim Donald - who has presided over a 50 per cenl decline in the retailer's share price in the last 12 months - is to be replaced by founder and Chairman Howard Schultz. His appointment comes after a dark 12 months for Starbucks, which has seen it lose out to rivals such as Dunkin' Donuts and McDonald's, who have begun to replicate its success. Schultz is now set to slow the expansion of the retailer's growth in the US, closing under- performing stores in direct response to the slowing North American economy. Instead, he will focus on the company's international plans, using money originally earmarked for US store openings for its global expansion plans. Fast-food giant McDonald's is set to take on Starbucks in the competitive coffee market, with plans to open coffee bars across the United States. McDonald's, until now better known for Big Mac burgers than its beverages, yesterday detailed plans to roll out coffee bars complete with their own 'baristas' in its near-14,OOO North American stores. Although there is no fixed timescale for the rollout, trials are already under way, and it is believed the push could add $1 bn a year to McDonald's S21.6bn of 50 annual sales. The aim is to compete head-to-head with Starbucks in the ever-increasing brewed coffee market. The trial involves recruiting 'baristas' - a term made famous by Starbucks - to stores, where espresso machines are displayed at the counter, so allowing customers to actually see the drinks being made. This is in direct contrast to McDonald's traditional approach, where products tend to be made out of sight from the consumer. McDonald's is also trying to demystify the at times confusing Starbucks approach to coffee, replacing sizes such as 'venti' and 'grande' with a simplistic small, medium and large. In a direct side-swipe at its coffee-focused rival, it is even going so far as to use the difficulties customers often have in pronouncing words like 'latte' in consumer advertising in Kansas City, where one of the trials is taking place. A McDonald's spokesman told the Daily Telegraph that the push is part of the company's global focus on offering 'great products at great value', suggesting the price point will be somewhat lower than that of Starbucks. The move follows on from a previous roll-out of its coffee products, and is part of a wider re-imaging of many of its stores.

Resultados (Chino tradicional) 1:

麥當勞挑起戰鬥星巴克，星巴克的首席執行官吉姆·唐納德 -誰曾主持過50％CENL下降，零售商的股價在過去12個月-是由創始人兼董事長霍華德·舒爾茨所取代。
他的任命是在黑暗中的星巴克，已經看到它輸給競爭對手，如唐恩都樂和麥當勞，誰也開始複製成功後12個月。舒爾茨現在設置為減緩零售商的增長，在美國的擴張，關閉表現不佳的門店直接回應放緩的北美經濟。相反，他將專注於公司的國際計劃，使用資金原定為美國開設新店其全球擴張計劃。快餐業巨頭麥當勞的設置採取星巴克在競爭激烈的咖啡市場，並計劃在美國各地開設咖啡吧。麥當勞，到現在為止它的巨無霸漢堡包比飲料更廣為人知，咖啡館昨天全面詳細的計劃推出自己的“咖啡師”在其近14，OOO北美商店。雖然沒有固定的時間表的推出，試驗已經在進行，它被認為推可以增加每年$ 10億到麥當勞的年銷售額達50 S21.6bn。這樣做的目的是為了爭奪頭對頭部與星巴克的咖啡，在不斷增長的市場。該試驗涉及招募“咖啡師” -一個長期星巴克唱紅-門店，其中咖啡機顯示在櫃檯上，所以讓客戶真正看到正在飲料。這是直接的對比麥當勞的傳統做法，在產品趨向於從消費者做出來的視線。麥當勞還試圖在混亂的時代，在星巴克的做法神秘性咖啡，如更換尺寸“大杯'和'大'有一個簡單的小型，中型和大型。在直接側向滑動在其咖啡為重點的對手，這是怎麼回事，甚至只要使用客戶經常在宣判詞如“拿鐵”在消費者的廣告在堪薩斯城，那裡的試驗之一正在發生困難。麥當勞的發言人告訴每日電訊報，該推的是該公司的全球專注於提供“偉大的產品，在巨大的價值”，這表明該價位會比星巴克稍低的一部分。此舉是繼從以前的轉出其咖啡產品，是一個更廣泛的重新成像它的許多商店的一部分。