麥當勞首次現身越南 亞洲成發展主戰場

????本周一，麥當勞（McDonald's）在越南的首家餐廳開業，朝著全球“霸業”又進了一步。此次進駐胡志明市，標志著快餐業巨頭麥當勞的業務擴展到了第120個國家，這也是在亞洲開設的第10,000家麥當勞餐廳。

????麥當勞首席執行官唐?湯普森在俄羅斯索契接受《財富》（Fortune）電話采訪稱：“我認為越南顯然存在對麥當勞的潛在需求。我們公司關注越南已經有一段時間了。”

????麥當勞此次在越南開業之際，正值它在美國國內遭遇挑戰之時。本周一，麥當勞美國業務連續三個月同店銷售額下降。而今年1月份，湯普森指出，麥當勞在顧客心中的分量有所減輕。麥當勞日益依賴國際市場來推動收入增長：2012年，這家公司68％的收入來自海外市場；而在2000年，美國國內市場與海外市場還是平分秋色。

????2011年7月，麥當勞首次進駐波斯尼亞和黑塞哥維那共和國；兩個月后，它又首次登陸特立尼達和多巴哥共和國。之后，麥當勞一直沒有再開辟新的市場。早前，麥當勞于2001年首次在毛里求斯開店后，曾有十年沒有在新的國家開店。在此期間，麥當勞放慢了開店的速度，致力于通過提升現有門店的銷售額、而不是多開店來實現增長。

????湯普森向《財富》表示，進軍越南并不意味著麥當勞的經營策略發生了轉變，也不意味著公司打算另辟蹊徑。湯普森稱：“我們不會為了開拓新市場而投入全部資源。”不過，他又強調，麥當勞會將亞洲作為公司發展的主戰場。

????目前麥當勞在亞洲市場的任務繁重，一方面要在已開設分店的國家大力拓展業務；另一方面要在空白市場（例如柬埔寨、孟加拉和老撾等國）力求突破。湯普森稱，現在單越南一個國，就已讓麥當勞忙得不可開交。不過，無論如何，麥當勞依然會在亞洲積極尋找機遇。

????越南首家麥當勞快餐店擁有350個座位，位于胡志明市一條高速公路的終點。這條高速公路全長1000英里，另一頭連接著越南最大的城市首都河內。這家麥當勞因此有幸成為越南首家得來速（drive-through）餐廳，無論是開汽車還是摩托車都能十分便捷地在此消費，而胡志明市的摩托車可是格外地多。

????菜單中最引人注目的要數專為越南市場推出的McPork漢堡——在芝麻小圓面包中夾入了豬肉香腸餡餅。麥當勞越南特許經營者亨利?阮說：“我們之所以要推出豬肉食品，是因為豬肉是越南人最主要的蛋白質攝入來源。”他還補充說，麥當勞標志性的巨無霸和炸薯條一定會成為大受歡迎的食品。目前，越南麥當勞的大部分食物原材料都進口自美國、澳大利亞、馬來西亞和泰國，阮表示，自己的最終目標是完全本地化。

????亨利?阮兩歲時就隨父母移民美國。中學時期，他曾利用暑假到快餐店打工。亨利?阮13歲那年回到越南，現為私募資本IDG越南投資公司一般合伙人，同時也是越南現任總理的女婿。

????McDonald's (MCD) got a little bit closer to conquering the globe Monday when it opened its first restaurant in Vietnam. The launch in Ho Chi Minh City marked the fast food giant's 10,000th location in Asia and entry into its 120th country.

????"Clearly I think there's pent up demand for McDonald's in Vietnam," CEO Don Thompson toldFortune in a telephone interview from Sochi. "It's been on the company's radar screen for a while."

????The opening comes amid a challenging period for McDonald's in its home market. On Monday its U.S. business reported its third month in a row of same-store sales declines, and in January Thompson noted that the company had lost some relevance with customers. McDonald's is becoming increasingly reliant on international markets as a revenue driver: In 2012, 68% of revenue came from outside the U.S., up from about a 50-50 split in 2000.

????McDonald's hasn't opened a new market since 2011 when the Golden Arches arrived in Bosnia and Herzegovina in July of that year and then in Trinidad and Tobago two months later. After arriving in Mauritius in 2001, McDonald's didn't enter a new country for a decade. The company slowed store growth during that period, focusing on growth through increasing sales at existing stores rather than through more restaurants.

????Thompson told Fortune that entry into Vietnam shouldn't be read as a change in strategy or a refocusing of efforts. "We're not shifting all of our resources to just opening new markets," he says. However, he did note that Asia would be the site of a predominance of new units going forward.

????McDonald's still has much more ground to cover in Asia in growing its store base in countries where it already has a presence and opening up in nations where it's missing (Cambodia, Bangladesh, and Laos to name a few). Thompson says the company has its hands full with Vietnam at the moment, but McDonald's is going to continue to look for new opportunities in Asia.

????Vietnam's 350-seat restaurant in Ho Chi Minh City, open 24-hours, is located at the terminus of the 1,000-mile highway that connects that city, the country's largest, with the capital, Hanoi. The location features Vietnam's first drive-through, which is open to both cars and the motorcycles that dominate the city.

????Menu highlights include the McPork, a new item tailored to the local market that is made with a pork sausage patty on a sesame bun. "We wanted to introduce a pork product because that is the most commonly consumed protein here," says franchisee Henry Nguyen, adding that he thinks the iconic Big Mac and fries will be the most popular products. Most of the ingredients are at this point sourced from the U.S., Australia, Malaysia, and Thailand, but Nguyen has a goal to eventually buy them locally.

????Nguyen's parents emigrated from Vietnam to the U.S. when he was about two years old, and he worked for the fast food chain in high school part-time during summers. About 13 years ago he moved back to Vietnam, where he's managing general partner of private equity firm IDG Ventures Vietnam and the son-in-law of Vietnam's prime minister.