赛百味超越麦当劳

 

文/Julie Jargon        译/oOKyleOo

It's official: the Subway sandwich chain has surpassed McDonald's Corp. as the world's largest restaurant chain, in terms of units.

       据官方消息：就独立店面来看，赛百味三明治连锁店已超过麦当劳，成为全球最大的连锁餐厅。

At the end of last year, Subway had 33,749 restaurants worldwide, compared to McDonald's 32,737. The burger giant disclosed its year-end store count in a Securities and Exchange Commission filing late last month.

       截至去年底，赛百味在全球拥有33,749家餐馆，而麦当劳有32,737家。这个汉堡包巨头于上月末在证券交易委员会的归档文件中，公布了它的年终店面数。

The race for global dominance is an important one for an industry that's mostly saturated in the U.S. High unemployment and economic uncertainty have battered the restaurant industry in the U.S., and chains are increasingly looking overseas for growth, particularly in Asia.

       全球支配地位的争夺，对一个几乎在美国已经饱和的产业来说是十分重要的。高失业率和经济不稳定因素已严重打击了美国的餐饮行业，而各连锁企业为了发展，将目光不断的投向海外市场，尤其是亚洲。

Starbucks Corp. recently said it plans to triple its number of outlets in China, for example. Dunkin' Brands Inc., parent of Dunkin' Donuts and Baskin-Robbins, plans to open thousands of new outlets in China in coming years as well as its first stores in Vietnam in the next 18 months. Subway just opened its 1,000th location in Asia, including its first in Vietnam.

       比如，星巴克近日表示，计划将把其在中国市场的店面数增加三倍。敦肯布兰德公司，即唐恩都乐和巴斯金·罗宾斯的母公司，计划来年在中国新开上千个分店，同时在未来的18月中在越南开它的第一家分店。赛百味刚刚在亚洲开设了第10000家分店，而它在亚洲的第一家分店位于越南。

Subway, which opened its first international restaurant in 1984, in Bahrain, expects its number of international restaurants to exceed its domestic ones by 2020, says Don Fertman, Subway's Chief Development Officer. The chain currently has just over 24,000 restaurants in the U.S., where it generated $10.5 billion of its $15.2 billion in revenue last year.

       据赛百味首席发展官Don Fertman介绍，赛百味于1984年在巴林开设了第一家国际分店，预计到2020年，其国际分店的数量将超过国内。这家连锁企业目前在美国拥有24,000多家分店，去年，它在美国15.2亿美元的收入中，把10.5亿元贡献给了国家财政。

McDonald's is still the leader when it comes to sales. The burger chain reported $24 billion in revenue last year. "We remain focused on listening to and serving our customers, and are committed to being better, not just bigger," a McDonald's spokeswoman says.

       麦当劳仍是销售业中的领头羊。这个汉堡包连锁企业去年公布了24亿美元的税收支出。一位麦当劳的发言人称：“我们始终致力于倾听顾客的声音和为顾客服务，同时承诺越做越好，而不只是越做越大。”

Subway, which surpassed the number of McDonald's in the U.S. about nine years ago, expects China to eventually become one of its largest markets. The sandwich shop only has 199 restaurants in China now, but expects to have more than 500 by 2015.

      差不多在9年前，赛百味在美国国内的分店数量已经超过麦当劳。赛百味预计中国将最终成为其最大市场中的一个。目前，赛百味在中国只拥有199家餐馆，但是到2015年，这个数量预计将达到500多家。

Subway has achieved its rapid growth, in part, by opening outlets in non-traditional locations such as an automobile showroom in California, an appliance store in Brazil, a ferry terminal in Seattle, a riverboat in Germany, a zoo in Taiwan, a Goodwill store in South Carolina, a high school in Detroit and a church in Buffalo, New York.

       赛百味通过在非传统场所中开设分店的形式，从某种程度上说，已经实现了它的快速发展。如加利福尼亚的汽车展示厅、巴西的家电商店、西雅图的渡轮码头、德国的一艘内河船、台湾的动物园、南加利福尼亚的慈善商店、底特律的一所高中以及纽约布法罗的一所教堂。

"We're continually looking at just about any opportunity for someone to buy a sandwich, wherever that might be. The closer we can get to the customer, the better," Mr. Fertman says, explaining that it now has almost 8,000 Subways in unusual locations. "The non-traditional is becoming traditional."

       Fetman先生介绍，目前在这些非传统场所已有接近8,000家分店，他说：“我们一直在关注每个人购买三明治的机会，不管在哪。与顾客越近，对我们越好”，“非传统正在向传统转变。”

The company has some concerns about the economies of certain international markets, such as Germany and the United Kingdom. The company is trying to develop more affordable offerings in those countries, similar to the $5 foot-long sandwiches that have been successful in the U.S.

       目前公司已经在考察某些国际市场的经济情况，比如德国和英国。公司正尝试在这些国家开发更多实惠的品种，像在美国卖得很成功的5美元一个的长型三明治。

"Finding that kind of value proposition in those countries is essential," Mr. Fertman says.

Fertman先生说，“在那些的国家中发现这种有价值的想法是十分重要的。”