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为什么美国麦当劳的饮料只卖1美元?

The Real Reason McDonald's Soft Drinks Are Only $1

Lots of fast-food enthusiasts agree that
许多喜欢吃快餐的人都认为
McDonald’s has the best-tasting soda fountain Coca-Cola of any chain.
麦当劳的可口可乐是所有快餐连锁店里最好喝的
So, it’s no surprise if you’ve ever stopped by a location
因此 如果你去麦当劳只为点份中杯可乐加薯条
just to get a medium Coke and maybe an order of fries, too.
是再正常不过的事了
It turns out McDonald’s and Coca-Cola
麦当劳和可口可乐的关系
go way back to the very beginning of the burger chain.
可追溯到汉堡连锁店建立初期
When the duo partnered,
当时双方合作
Coca-Cola helped develop a specialized method
可口可乐研发了一种将苏打水
for storing the sodain stainless steel tanks
放在不锈钢罐里的特殊方法
to protect the syrup from temperature and light
以保护糖浆不受温度和光照的影响
and McDonald’s adopted this same method,
麦当劳就采用了这种方法
the water flows through insulated tubes
汽水流经制冷管道
to ensure you get the coldest, best Coca-Cola available.
能保证你能喝到最冰爽 最好的可口可乐
Between those extra steps and extensive water filtration,
通过这些繁琐的步骤和额外的过滤环节
it’s easy for McDonald’s to serve up surprisingly fresh, crisp Coke
麦当劳就可以轻松提供非常清爽的可乐
that keeps customers coming back.
让顾客来了还想来
Today, McDonald’s deals for $1
如今 在麦当劳花1美元
include more options than getting a soda in any size.
顾客不仅仅可以选择任意大小的汽水
Customers can get hot or iced coffee for the same price,
还能以同样价格买到热咖啡或冰咖啡
and on Fridays,
并且每周五
the chain also offers a free medium fry
只要你用手机支付的方式消费1美元
with any $1 purchase by Mobile Order and Pay.
就可以免费获得一份麦当劳的中份薯条
The McDonald’s dollar menu
麦当劳的1美元菜单
might be reduced to mostly just drinks these days,
现在可能缩减到只剩下饮料了
but there’s a good reason for it.
但这是有原因的
With the introduction of 2 for $5 menus,
通过推出“5美元两个”的菜单
and similar options for set periods of time,
和类似的限时套餐
the chain ends up actually making more money.
麦当劳可以赚到更多钱
Even with the $1 drink menu alone,
路透社报道 单凭1美元饮料菜单
Reuters reported sales rose, as did shares of stock.
麦当劳的营业额和股价就都在上升
According to Fortune,
据《财经》报道
the chain smashed expectations with its $1 drink promotion
麦当劳以1美元饮料促销活动 突破增长预期
and saw nearly a 4 percent increase in sales.
销售额增长了近4%
CNBC cited the success of that quarter
CNBC称 其该季度的成功源于
following the $1 drink menu and $2 coffee menu as the push behind
在1美元的饮料菜单和2美元的咖啡菜单之后
the introduction of the $1, $2, and $3 dollar menu in early 2018.
于2018年初推出的1 2 3美元菜单
USA Today reports that the updated menu
据《今日美国》报道 更新后的菜单
and even new technology to modernize and streamline the process at the stores
以及门店现代化和流线型的新技术
have been a profitable success,
使其大获成功 收入颇丰
and the chain believes its strategy of tiered pricing
同时 麦当劳还认为其分级定价策略
worked to draw customers toward higher-priced items.
有助于吸引消费者购买高价产品
“Well it’s called the McPick 2 menu,
“这是2美元麦精选菜单
customers are going to be allowed to pay two bucks for two of the following items,
顾客们用两美元就可以任选以下两种产品
be allowed to pay, you get to do this.”
付款后 你就能拥有这美味“
So the next time you stop in for nothing more than a medium Coke,
所以当你下次只想进来点一杯中杯可乐时
keep in mind the smell of those fries or a burger
当心那些薯条和汉堡的香味
just might be working hard to win you over for a larger order.
那可能是为了吸引你去买更多的食物
With prices so low,
价格那么低
how do fast food chains make any money at all?
快餐店到底怎么赚钱呢?
Well, one way the dollar menu becomes profitable is through scale.
一种方式就是靠1美元菜单薄利多销
With employees focused on making a large quantity of these items
据BBC报道 由于员工专于制作大批量标准化产品
rather than high-quality, customizable products,
而非高品质定制化的产品
it winds up cutting costs, according to the BBC.
因此成本大大削减
It also helps that soft drinks make up a large portion of
当饮料占麦当劳1美元菜单比重大时
McDonald’s dollar menu,
该作用就显现出来了
and even better,
此外 更重要的是
pay scale says
工资标准表明
filling cups from automated soda fountains requires almost zero labor from employees
从自动饮料机罐装饮料几乎不需要劳动力
who are paid around the federal minimum wage.
因此员工按联邦最低标准拿薪水
The truth of the matter is that
事实上
these restaurants make their money with promotions and marketing tricks.
这些餐厅是靠促销和营销手段来赚钱的
“Stay cool while you check things off your summer bucket list.
在你的夏日愿望清单中勾选”凉爽”
Like summer, any size soft drinks for a dollar won’t stick around long.”
夏日任意大小饮料仅需1美元 还在等什么
Customer Survey Assist says one example is the free menu items that are offered from time to time.
《顾客调查协助》以不定期提供的免费菜品为例
Those free items generally end up costing you money
那些免费的东西通常还是会让你花钱的
because they must be made with a minimal purchase,
因为他们一定是随着最低消费赠送
and even a single dollar purchase can add up
哪怕只是一美元
over thousands and thousands of customers.
也随着成千上万的顾客而积少成多
Many chains are more than willing to do away with their dollar menus,
许多连锁餐厅很想取消他们的1美元菜单
but the low prices often get frugal customers inside the door.
但低价往往能吸引省钱的顾客
Eat This reported that one study shows
Eat This称 有研究表明
people will order and eat 85 percent more food
如果有人帮忙上菜 例如服务员
when offered directly from another person, like your server.
则人们会多点和多吃85%的食物
However value menus have grown over the years
然而 超值套餐近年来不断发展
to include much more than your standard burger, fries, and sodas.
不仅仅只包含汉堡 薯条和汽水了
According to Time,
据《时代》报道
while a smaller, more manageable menu with easy-to-make items
尽管一份精简且便于管理的简餐菜单
might turn a decent profit,
可以带来不错的收益
new value menus with as many as 25 items
但如果超值菜单上提供多达25种菜品
are nearly impossible to make money on,
那几乎是不可能赚钱的
which is why some restaurants might consider
这也是为什么一些餐厅考虑
dropping the menus altogether.
可能会完全取消超值套餐
One of the few highly profitable products on the dollar menu, though, are soft drinks.
不过 超值菜单上为数不多的高利润产品就是饮料
Those large Coca-Colas are what make the value menu all worth it.
那些大杯可乐让超值菜单变得物有所值
The Motley Fool reported
The Motley Fool 报道称
that soft drinks can bring in up to a 90 percent profit margin,
饮料可以带来高达90%的利润率
which really adds up in the eyes of the restaurant.
使其成为餐厅眼中的摇钱树
And according to AOL, fast food restaurants like McDonald’s
另据AOL报道 像麦当劳这样的快餐店
are able to cash in a bunch on their any size $1 soft drinks,
可以从任意规格的1美元饮料中获利
because each one costs them less than a quarter.
因为每一杯的成本都不到25美分
Somewhere between 5 to 20 cents to be exact.
确切的说 每杯成本在5到20美分之间
Check out one of our newest videos right here!
欢迎收看我们最新的视频
Plus, even more matched videos
另外 我们很快会发布更多
about your favorite fast-food chains are coming soon.
关于你们最爱的快餐连锁店视频
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欢迎订阅我们的视频网站
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点击“提醒” 你就不会错过更新了

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视频概述

在随处可见的快餐店里,谁才真正的利润之王?快餐店超值菜单的背后又隐藏了商家的那些小心思?这个视频给你答案。

听录译者

收集自网络

翻译译者

潘星辰 Mila

审核员

审核员FF

视频来源

https://www.youtube.com/watch?v=CtssHfdd0Fk

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