麥當勞是不是已經日落西山

服務業是美國經濟發展和繁榮的重要支柱之一，而其中的餐飲業的經營狀況，則一直是個特別重要的風向標。最近的財務報表似乎沒有給我們帶來多少好的消息。最近在餐飲業戰無不勝的幾大玩家，似乎也是好日子不再。在Chipotle Mexican Grill Inc.的股價大跌之後，這不，大名鼎鼎的麥當勞，也已經開始過的不怎麼利索了。

昔日的麥當勞，靠打敗自己“同宗同門”的對手，Burger King 和 Wendy's之類，靠更高的經營效率，更好的服務，一再占有優勢，勢如破竹。今天的麥當勞，面對的已經不再是同宗同門，而是在技術和戰術上占有優勢的對手。Chipotle Mexican Grill Inc. 和Panera Bread Co.這樣公司的崛起，似乎有可能成為麥當勞這類公司的剋星。

在此之後，麥當勞這樣的快餐食品店，是不是也該壽終正寢了？

美國人對於快餐的概念，已經不再僅僅只是局限於速度了。在追求速度上的快速的同時，對於食品的質量和健康，不僅要求越來越高，而且，一再推高的要求，還被一個個的後來者證明是可以做到的。

看來，食品業的時代變遷已經悄悄的來臨。

一直以來，司空見慣的餐飲業，好像很難有巨大的創新存在空間。在慢慢的變化之中，在不知不覺之間，巨大的變化實際上早已經發生，而且還會繼續發生。

你有沒有注意到，過去你喜愛的自助餐，你已經去的越來越少了，為什麼？是因為那裡的食品不好嗎？恐怕不是。

在經濟變好之後，你還每天吃那麼多幹什麼？有必要嗎？

自助餐業務的沒落，是遲早的事情。麥當勞這樣的快餐店的沒落，也是遲早的事情，除非，它們也能夠做到與時俱進，跟進時代變遷的腳步來創新和進步，否則，被淘汰，只是時間的問題。

中國人喜歡說“富不過三代”，太過於關注“換代”這碼子事對“財富和勤勞的感覺”帶來的影響，卻忽視了企業經營的生命周期的存在，和對於這種周期變化的普遍難以適應性的人類本性，所帶來的必然“摧殘”。

風水輪流轉，三十年河東三十年河西，你不變你就會被淘汰，時代就是這麼的冷酷無情，時代就是因為這樣的不善解人意，才給人類帶來了進步和不斷的繁榮。

就此想想，中國的領導者，還在抱着老一套來對抗時代的進步，是不是有點“被慢火煮青蛙”而不自知呢？很多時候，被淘汰的結果，需要很長時間才能真正的體現出來，而到了那個時候，卻是一切都晚了。

美國零售業的Best Buy，日本大量的電器製造商，能夠列出的名單太長太長。企業如此，國家也是如此。

人無遠慮必有近憂，古人的教導，我們是不是真的記住了？！

McDonald's sales drop for first time since 2003

Associated Press，7:50 a.m. CST, November 8, 2012

McDonald's Corp. says a key sales figure fell in October, marking the first monthly drop in nearly a decade for the world's biggest hamburger chain. 

The company, based in Oak Brook, says global revenue at restaurants open at least 13 months fell 1.8 percent for the month. The last time it dropped was in 2003. 

The figure is a key metric because it strips out the impact of newly opened and closed locations. The figures are a snapshot of money spent on food at both company-owned and franchised restaurants. They do not reflect corporate revenue. 

The fast-food chain says the figure fell 2.2 percent in both the U.S. and Europe. In the region encompassing Asia, the Middle East and Africa, it dropped 2.4 percent. 

After years of outperforming its rivals, McDonald's has seen sales slow recently amid intensifying competition and a persistently weak economy. To rev up sales, the company has been working to emphasize value in markets around the world. 

In the U.S., for example, McDonald's is stepping up advertising for its Dollar Menu after its attempt to market an "Extra Value Menu" for slightly higher prices fell flat. But the company said Thursday that the efforts were offset by "modest consumer demand" and competition. 

In particular, McDonald's is facing stiffer competition from longtime rivals Burger King and Wendy's, which are both in the midst of reviving their brands with new ad campaigns and improved menus. Taco Bell, owned by Yum Brands Inc., is also enjoying growth with the help of new offerings such as it Doritos Locos Tacos and higher-end Cantina Bell bowls and burritos. 

Additionally, people are increasingly flocking to restaurants such as Chipotle Mexican Grill Inc. and Panera Bread Co., which offer better quality food for a little more money. Still, McDonald's said it would remain focused on underscoring its value message in the U.S. 

The same was true for Europe, where McDonald's gets 40 percent of its business. Amid the region's ongoing economic uncertainty, McDonald's said it would offer new meal combinations at various price ranges and continue remodeling restaurants. 

In the Asia, the company said it plans to differentiate itself with menu offerings tailored to local tastes. 

McDonald's shares were down 61 cents at $86.23 in premarket trading. CEO Don Thompson had warned last month that sales were trending negative for the month.