百胜西边不亮东边亮 必胜客本土遇冷肯德基中国得宠

Pizzeria chain Pizza Hut’s sales could use a few more toppings.

披萨连锁店必胜客（Pizza Hut）的销售额需要再加点料了。

Parent company Yum Brands YUM -0.57% said on Wednesday that sales at Pizza Hut stores open at least a year fell 3% in the second quarter, an unexpected drop as analysts were anticipating a small 0.1% increase, according to Consensus Metrix,

必胜客母公司百胜餐饮集团（Yum Brands）周三公布消息称，据Consensus Metrix数据显示，营业一年以上的必胜客连锁店第二个季度销售额的跌幅达到了3%，分析师原本预计销售额能有0.1%的小幅增长，但结果却让人大跌眼镜。分析师称，必胜客连锁店的运营机制比较老旧，创新寥寥无几，一直疲于应付来自其他竞争者的挑战。它的主要竞争对手达美乐披萨（Domino’s Pizza）现在正搞着火爆的促销活动：店内的双层配料披萨只售5.99美元。与此同时，其它餐饮连锁店也开始插足必胜客的领地：12月，契普多墨西哥连锁快餐店（Chipotle Mexican Grill ）入股了一家小型快餐连锁店Pizzeria Locale，现在正在建设分店。另外，布法罗鸡翅烧烤店（Buffalo Wild Wings ）也投资了一家披萨连锁店PizzaRev。

Pizza Hut, which analysts say is operating dated stores and offering very little in the way of innovation, has been facing tough competition from all corners. Archrival Domino’s Pizza DPZ -0.29% has been discounting aggressively, and, for example, is currently offering pizzas with two-toppings for $5.99. Meanwhile, other restaurant chains are muscling in on Pizza Hut’s turf: In December, Chipotle Mexican Grill CMG -1.17% took a stake in a small chain called Pizzeria Locale, and is adding new outlets. And Buffalo Wild Wings invested in the pizza restaurant chain PizzaRev.

必胜客首席执行官大卫o诺瓦克在发言中说：“虽然第二季度销售额下滑令人沮丧，但我们正大力改善必胜客在美国的业务，以期重振销售，希望销售额（年末能）出现大幅反弹。”本周，必胜客推出一款8寸披萨形状的巧克力饼干，以吸引餐厅内外的消费者。这款饼干类似棒！约翰（Papa John）去年推出的一款餐后甜品。

“At Pizza Hut, although second-quarter results were disappointing, we are taking significant actions in our U.S. business to reignite sales and expect to make substantial progress” by the end of the year, CEO David Novak said in a statement. This week, Pizza Hut announced that it would sell an eight-inch pizza-shaped chocolate chip cookie to entice customers who are just racing in and out of its restaurants. Papa John’s introduced a similar dessert last year.

百胜餐饮集团旗下陷入困境的品牌并不是只有必胜客一个。至6月14日为止的季度报告中，百胜餐饮集团旗下的塔可钟连锁餐厅（Taco Bell chain）的业绩也好不到哪儿去。塔可钟连锁餐厅的可比销售额只增加了2%，低于分析师预测的3.6%。

Pizza Hut wasn’t Yum’s only trouble spot. Its Taco Bell chain also had a disappointing showing in the quarter ending June 14. Comparable sales rose 2%, below analyst estimates for a 3.6% increase.

不过，百胜餐饮集团旗下的肯德基餐厅最终赢得了中国消费者的认可，中国贡献了百胜集团大约一半的收入。肯德基（中国）餐厅的同店销售额增长了15%，超过了分析师的预估值11%。去年禽流感爆发后，百胜餐饮集团在中国的销售额一度直线下滑。这家公司一直在努力打消中国消费者的疑虑，宣传连锁餐厅的食品安全。现在看来，他们的努力没有白费，这个集团在中国市场的运营利润增加了三倍。