麦当劳回归本源：汉堡加薯条(英汉)

Will the real McDonald's please stand up?

麦当劳回归本源：汉堡加薯条

McDonald's (MCD) is having a bit of an identity crisis.

麦当劳（McDonald's）眼下似乎遇到了身份危机。

The burger behemoth announced a 5.2% drop in profits for the first three months of 2014 and a 1.7% decrease in same store sales in the U.S. on Tuesday. President and CEO Don Thompson emphasized that McDonald's would be focusing on its core products, like its Big Mac, Egg McMuffin, and its famous french fries.

周二，这个汉堡巨头宣布2014年前三个月的利润下降了5.2%，美国同店销售额减少了1.7%。总裁兼CEO唐•汤普森强调，麦当劳将专注于自己的核心产品，如巨无霸（Big Mac）、蛋麦满分（Egg McMuffin）和它著名的炸薯条。

Thompson's back-to-basics vow comes in response to the sort of menu creep the chain experienced in 2013, when it rolled out a seemingly endless stream of limited time offers, like its Mighty Wings, a steak and egg burrito, a steak breakfast sandwich, a new Quarter pounder, a grilled onion cheddar burger, the Hot n' Spicy McChicken, and a product that the restaurant must have questioned from the start: Fish McBites. That was all on top of the Snack Wrap it added to its menu in 2006, the McCafe coffee beverages it introduced in 2009, and the fruit smoothies and McCafé Frappés it started to sell in 2010.

汤普森回归本原的表态是为了应对麦当劳在2013年经历的菜品种类大泛滥。去年，麦当劳走马灯似的推出了各种限时菜单，比如麦辣鸡翅（Mighty Wings）、牛肉鸡蛋玉米卷饼、牛肉早餐三明治、新款足尊牛堡、烤洋葱切达奶酪汉堡、辣味麦香鸡（McChicken），还有一款所有餐厅从一开始就质疑的产品：鱼米花

（Fish McBites）。此外，麦当劳在2006年还推出了快餐卷（Snack Wrap），2009年推出了咖啡饮料麦咖啡（McCafe），2010年又推出了鲜果奶昔和冰咖啡（McCafé Frappés）。

After all, those special promotions and innovations didn't do much good. Same-store sales slipped by 0.2% in the U.S. last year, and chief operating officer Tim Fenton admitted in January that the fast-food chain "stumbled a bit [in 2013] with too many new products, too fast and we created a lot of complexity."

然而，这些特别促销和创新并没有产生太好的效果。去年，麦当劳美国同店销售额下滑了0.2%，麦当劳首席运营官方振宇今年1月份承认，公司“新产品太多、推出频率太快，太多新产品带来了更多复杂性，导致我们（在2013年）的发展并不顺利。”

On Tuesday, Thompson said that McDonald's "core products are familiar favorites for our customers. They truly represent McDonald's to all of our customers, and at about 40% of total sales, they are an incredible business asset for us that requires a constant drumbeat of communication."

周二，汤普森表示，麦当劳的“核心产品是客户最熟悉、最喜爱的产品。它们真正代表了麦当劳，约占总销售额的40%，是我们不可替代的商业资产，需要持续的宣传推广。”

But there's another side to McDonald's, the one that in September announced in conjunction with the Clinton Foundation that it would feature food choices that are lower in fat, salt, or sugar content. Kiwi on a stick, anyone? The initiative aimed to appeal to health-conscious millennials, who are drawn to the fresh offerings of Panera Bread (PNRA) and Chipotle (CMG). At the time, Thompson said that McDonald's wanted to optimize its menu with more fruit and vegetables, "giving customers additional choices when they come to McDonald's." Thompson made no mention of this initiative in the earnings call on Tuesday.