對(duì)抗唐恩都樂

????另據(jù)報(bào)道，周一，麥當(dāng)勞在新英格蘭地區(qū)啟動(dòng)了新的早餐計(jì)劃。我們認(rèn)為，這是為了與唐恩都樂（Dunkin’ Donuts）爭(zhēng)奪市場(chǎng)份額而采取的舉措，可能會(huì)在長(zhǎng)期內(nèi)使后者的日子更不好過。

????根據(jù)《波士頓環(huán)球報(bào)》（Boston Globe）報(bào)道，麥當(dāng)勞的新“菜單包括丹麥芝士、兩種松餅、香蕉面包和香草甜筒冰淇淋。與傳統(tǒng)的麥當(dāng)勞早餐菜單不同，這份菜單的特色在于包括燕麥粥、薄烤餅，還對(duì)一直以來倍受歡迎的蛋麥滿分（Egg McMuffin）做了新的變化，這些烘焙食品將會(huì)全天供應(yīng)。”

????該計(jì)劃針對(duì)波士頓地區(qū)，銷售范圍包括紐約州奧爾巴尼、馬薩諸塞州、羅德島、康涅狄格州以及東北部的若干個(gè)州。

????根據(jù)麥當(dāng)勞公司透露，新英格蘭地區(qū)分部與位于伊利諾伊州橡溪鎮(zhèn)麥當(dāng)勞總部的菜單管理團(tuán)隊(duì)合作，“研發(fā)了一系列早餐烘焙產(chǎn)品，他們認(rèn)為，這些新產(chǎn)品能在當(dāng)?shù)叵M(fèi)者中獲得很好的反響”。麥當(dāng)勞現(xiàn)有的早餐烤箱主要用來制作軟餅和餡餅，而現(xiàn)在要每天制作新的早餐產(chǎn)品。

????我們收到消息，新早餐的價(jià)格非常有競(jìng)爭(zhēng)力，價(jià)格也與即將于3月底啟動(dòng)的新菜單計(jì)劃中的“超值餐”相一致。一份丹麥芝士為1.79美元，再加一杯咖啡價(jià)格為2.79美元，一個(gè)松餅為1.59美元，三個(gè)迷你甜筒為1.89美元，香蕉面包為每片1.59美元。

????麥當(dāng)勞在市場(chǎng)競(jìng)爭(zhēng)中的表現(xiàn)向來堅(jiān)決而強(qiáng)勢(shì)，這一點(diǎn)我們已經(jīng)見識(shí)過好幾次了，這次對(duì)撼唐恩都樂同樣也不例外。麥咖啡（McCafe）計(jì)劃于2009年啟動(dòng)，而這些烘焙食品就是這個(gè)計(jì)劃的自然延伸。烘焙食品將會(huì)全天供應(yīng)，但現(xiàn)在還很難準(zhǔn)確判斷它們的銷售表現(xiàn)。然而，有一點(diǎn)毋庸置疑：唐恩都樂將是麥當(dāng)勞瞄準(zhǔn)的目標(biāo)。

????譯者：李玫曉/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