McDonald's stirs up battle with Sta

McDonald's stirs up battle with Starbucks
Starbucks' Chief Executive Jim Donald - who has presided over a 50 per cenl decline in the retailer's share price in the last 12 months - is to be replaced by founder and Chairman Howard Schultz. His appointment comes after a dark 12 months for Starbucks, which has seen it lose out to rivals such as Dunkin' Donuts and McDonald's, who have begun to replicate its success. Schultz is now set to slow the expansion of the retailer's growth in the US, closing under- performing stores in direct response to the slowing North American economy. Instead, he will focus on the company's international plans, using money originally earmarked for US store openings for its global expansion plans. Fast-food giant McDonald's is set to take on Starbucks in the competitive coffee market, with plans to open coffee bars across the United States. McDonald's, until now better known for Big Mac burgers than its beverages, yesterday detailed plans to roll out coffee bars complete with their own 'baristas' in its near-14,OOO North American stores. Although there is no fixed timescale for the rollout, trials are already under way, and it is believed the push could add $1 bn a year to McDonald's S21.6bn of 50 annual sales. The aim is to compete head-to-head with Starbucks in the ever-increasing brewed coffee market. The trial involves recruiting 'baristas' - a term made famous by Starbucks - to stores, where espresso machines are displayed at the counter, so allowing customers to actually see the drinks being made. This is in direct contrast to McDonald's traditional approach, where products tend to be made out of sight from the consumer. McDonald's is also trying to demystify the at times confusing Starbucks approach to coffee, replacing sizes such as 'venti' and 'grande' with a simplistic small, medium and large. In a direct side-swipe at its coffee-focused rival, it is even going so far as to use the difficulties customers often have in pronouncing words like 'latte' in consumer advertising in Kansas City, where one of the trials is taking place. A McDonald's spokesman told the Daily Telegraph that the push is part of the company's global focus on offering 'great products at great value', suggesting the price point will be somewhat lower than that of Starbucks. The move follows on from a previous roll-out of its coffee products, and is part of a wider re-imaging of many of its stores.

Resultados (ruso) 1:

Макдоналдс шевелит вверх бой с Starbucks Starbucks' Chief Executive Jim Donald - who has presided over a 50 per cenl decline in the retailer's share price in the last 12 months - is to be replaced by founder and Chairman Howard Schultz. His appointment comes after a dark 12 months for Starbucks, which has seen it lose out to rivals such as Dunkin' Donuts and McDonald's, who have begun to replicate its success. Schultz is now set to slow the expansion of the retailer's growth in the US, closing under- performing stores in direct response to the slowing North American economy. Instead, he will focus on the company's international plans, using money originally earmarked for US store openings for its global expansion plans. Fast-food giant McDonald's is set to take on Starbucks in the competitive coffee market, with plans to open coffee bars across the United States. McDonald's, until now better known for Big Mac burgers than its beverages, yesterday detailed plans to roll out coffee bars complete with their own 'baristas' in its near-14,OOO North American stores. Although there is no fixed timescale for the rollout, trials are already under way, and it is believed the push could add $1 bn a year to McDonald's S21.6bn of 50 annual sales. The aim is to compete head-to-head with Starbucks in the ever-increasing brewed coffee market. The trial involves recruiting 'baristas' - a term made famous by Starbucks - to stores, where espresso machines are displayed at the counter, so allowing customers to actually see the drinks being made. This is in direct contrast to McDonald's traditional approach, where products tend to be made out of sight from the consumer. McDonald's is also trying to demystify the at times confusing Starbucks approach to coffee, replacing sizes such as 'venti' and 'grande' with a simplistic small, medium and large. In a direct side-swipe at its coffee-focused rival, it is even going so far as to use the difficulties customers often have in pronouncing words like 'latte' in consumer advertising in Kansas City, where one of the trials is taking place. A McDonald's spokesman told the Daily Telegraph that the push is part of the company's global focus on offering 'great products at great value', suggesting the price point will be somewhat lower than that of Starbucks. The move follows on from a previous roll-out of its coffee products, and is part of a wider re-imaging of many of its stores.

Resultados (ruso) 2:

Макдональдс мутит бой с Starbucks
Starbucks 'главный исполнительный Джим Дональд - кто председательствовал на 50 CENL снижение котировок ритейлера за последние 12 месяцев - это должны быть заменены основатель и председатель Говард Шульц. Его назначение состоялось после темных 12 месяцев для Starbucks, который видел его проигрывают соперников, таких как Dunkin 'Donuts и Макдональдс, которые начали копировать его успех. Шульц теперь установлено, чтобы замедлить разложение роста ритейлера в США, закрытие понять прибыльных магазинов в качестве прямого ответа на замедление североамериканской экономики. Вместо этого, он будет сосредоточена на международных планах компании, используя деньги, первоначально выделенные для открытия магазинов США за своих глобальных планов расширения. Фаст-фуд гигант Макдональдс готова взять на Starbucks на конкурентном рынке кофе, с планами по открытию кофейни на всей территории Соединенных Штатов. Макдональдс, до сих пор лучше не известен Большой Mac бургеры, чем его напитков, вчера детальные планы раскатать кофейни в комплекте с их собственные «бариста» в своих почти 14, ООО североамериканских магазинах. Хотя нет никакого фиксированного временные рамки для внедрения, испытания уже ведутся, и считается, толчок может добавить $ 1 млрд в год, чтобы S21.6bn Макдональдс 50 годовых продаж. Цель состоит в том, чтобы конкурировать голова к голове с Starbucks в постоянно увеличивающейся сваренного рынке кофе. Процесс включает в себя вербовку "бариста" - это термин, сделанный известным Starbucks - в магазины, где эспрессо отображаемых на счетчике, так что позволяет клиентам фактически видеть напитки делаются. Это в прямом противоречии с традиционным подходом Макдональдс, где продукты имеют тенденцию быть вне поля зрения от потребителя. Макдональдс также пытается демистифицировать порой запутанной Starbucks подход к кофе, заменив размеры, такие как "Venti 'и' Grande 'с упрощенным малых, средних и крупных. В прямом боковой удар на ее кофе-ориентированного соперника, он даже так далеко, чтобы использовать трудности клиенты часто имеют при произнесении слова, как "латте" потребительского рекламы в Канзас-Сити, где один из испытаний происходит. Представитель Макдональдс сообщил Daily Telegraph, что толчок является частью глобальной деятельности компании на предлагая "большие продукты на большое значение ', предполагая точку цена будет несколько ниже, чем у Starbucks. Этот шаг вытекает из предыдущего откачки ее кофейных продуктов, и является частью более широкой повторной визуализации многие из своих магазинов.