麦当劳调整菜单对抗通胀

对抗唐恩都乐

    另据报道，周一，麦当劳在新英格兰地区启动了新的早餐计划。我们认为，这是为了与唐恩都乐（Dunkin’ Donuts）争夺市场份额而采取的举措，可能会在长期内使后者的日子更不好过。

    根据《波士顿环球报》（Boston Globe）报道，麦当劳的新“菜单包括丹麦芝士、两种松饼、香蕉面包和香草甜筒冰淇淋。与传统的麦当劳早餐菜单不同，这份菜单的特色在于包括燕麦粥、薄烤饼，还对一直以来倍受欢迎的蛋麦满分（Egg McMuffin）做了新的变化，这些烘焙食品将会全天供应。”

    该计划针对波士顿地区，销售范围包括纽约州奥尔巴尼、马萨诸塞州、罗德岛、康涅狄格州以及东北部的若干个州。

    根据麦当劳公司透露，新英格兰地区分部与位于伊利诺伊州橡溪镇麦当劳总部的菜单管理团队合作，“研发了一系列早餐烘焙产品，他们认为，这些新产品能在当地消费者中获得很好的反响”。麦当劳现有的早餐烤箱主要用来制作软饼和馅饼，而现在要每天制作新的早餐产品。

    我们收到消息，新早餐的价格非常有竞争力，价格也与即将于3月底启动的新菜单计划中的“超值餐”相一致。一份丹麦芝士为1.79美元，再加一杯咖啡价格为2.79美元，一个松饼为1.59美元，三个迷你甜筒为1.89美元，香蕉面包为每片1.59美元。

    麦当劳在市场竞争中的表现向来坚决而强势，这一点我们已经见识过好几次了，这次对撼唐恩都乐同样也不例外。麦咖啡（McCafe）计划于2009年启动，而这些烘焙食品就是这个计划的自然延伸。烘焙食品将会全天供应，但现在还很难准确判断它们的销售表现。然而，有一点毋庸置疑：唐恩都乐将是麦当劳瞄准的目标。

    译者：李玫晓/汪皓

Going after Dunkin'

    Separately, McDonald's launched a new breakfast initiative in New England on Monday. We see this as a move to steal share from Dunkin' Donuts (DNKN) that could make life difficult for Dunkin longer-term.

    According to the Boston Globe, McDonald's new "menu items include cheese Danish, two kinds of muffins, banana bread, and vanilla scones. Unlike the traditional McDonald's breakfast menu, which features offerings such as oatmeal, pancakes, and variations of the long-popular Egg McMuffin, the baked goods will be available all day."

    The initiative was organized for McDonald's Boston region and will be sold in Albany, N.Y. Massachusetts, Rhode Island, Connecticut as well as a few other states in the Northeast.

    The New England region worked with the menu management team in Oak Brook "to create a line of breakfast pastry products that they believe will resonate well with the local customer base" according to McDonald's. The products are prepared daily in the existing breakfast ovens that are used to cook McDonald's biscuits and pies.

    We are hearing that the prices are very competitive and are consistent with the "extra value meal" section of the new menu initiative being launched at the end of March. A Cheese Danish goes for $1.79 or $2.79 with coffee, muffins for $1.59 each, three mini scones for $1.89 and Banana Bread for $1.59 per slice.

    We have seen several times how ruthless a competitor McDonald's is and we do not see this foray into Dunkin's turf as being insignificant. The baked goods are a natural extension of the McCafé initiative launched in 2009. The baked goods are going to be sold throughout the day and, while it's difficult to know for sure how they will do, Dunkin is clearly in McDonald's crosshairs.

    Follow Howard Penney on Twitter @hedgeyeHWP