Too Much Coffee? Starbucks Shops Outnumber McDonald’s咖啡店过剩？星巴克美国门店数量已超麦当劳 时间:2018-06-11 单词数:3050
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It may be time for Starbucks to put the brakes on new-store openings.
Starbucks has opened more than 2,000 new cafes in the U.S. in the last three years, contributing to what some analysts say is an oversupply of coffee shops. With nearly 14,300 U.S. locations, there are now more Starbucks than there are McDonald’s in America.
“The U.S. coffee market is becoming over-stored, and traffic is hard to come by. There’s a lot of competition out there,” said John Zolidis, president of Quo Vadis Capital, an independent equity-research firm. “If they continue to open at the same rate, the impact of cannibalization will intensify.”
独立股票研究公司Quo Vadis Capital总裁John Zolidis称，美国咖啡市场门店过多，客流量难以跟上，竞争很激烈。他表示，如果星巴克继续以同样的速度开设新店，那么竞争的影响将加剧。
The opening of so many new stores is proving distracting to management, analysts say, at a time when it is juggling multiple tasks—from selling the rights to distribute Starbucks’s packaged-coffee business to Nestlé SA to integrating a joint venture in China. In the U.S., the chain is trying to figure out how to revive afternoon sales while still reeling from the controversy over the arrests of two black men at a Philadelphia Starbucks in April.
Sanford Bernstein analyst Sara Senatore said the company’s slowing traffic growth in the U.S. coincided with an acceleration in new-store openings in 2014 and that the return on investment in new units—while still high by industry standards—has declined.
Sanford Bernstein分析师Sara Senatore表示，2014年，该公司在美客流量增长放缓，正值其加速开设新店之际，且新店的投资回报率已经下降，虽然以行业标准衡量依然处于高位。
For more than six years, Starbucks had been posting quarterly same-store sales growth of 5% or greater in the U.S., but in 2016 it began missing analysts’ sales targets. Late last year, it reduced its long-term sales and profit targets and in April Starbucks reported that traffic to its U.S. stores was flat in its fiscal second quarter. Same-store sales in the U.S. rose 2% in the quarter, driven entirely by customers spending more per order.
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