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歡迎光臨武漢高盛偉業科技股份有限公司!
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在健康餐飲理念的沖擊下,美國快餐業市場這些年整體都比較疲軟。賣甜甜圈的唐恩都樂一度也未能幸免,能保證同店銷售額不下滑、每個季度都有 1-2% 的收入增長,就已經算是不錯了。

但在昨夜發布 2016 年第四季度及全年財報數據后,唐恩都樂的股票一下子漲了 5.3%,還帶動了美股的整個餐飲板塊出現了新一輪上漲——這還是在公司季度凈收入沒達標、子品牌 Basinal Robbins 業績還出現持續下滑的情況下做到的。

投資人賭的,可能是公司未來的業績增長。從 2015 年開始,唐恩都樂就設定了一個“六步走”的戰略復興計劃,將移動端、會員制度、咖啡產品線和包裝食品……各種他們認為可以促進公司業績的新業務,都放了進去。

其中,見效最快的是咖啡產品這一部分。過去一兩年里,唐恩都樂在這個領域內對星巴克可謂是“奮起直追”,從吧臺的現調咖啡飲品、商超渠道的瓶裝咖啡飲料,到“氮氣冷泡咖啡”這樣新潮的小眾試水產品,很快都補齊了。

去年第四季度,他們也將幾乎所有的營銷經費,都投到了這條飲料業務線上。公司 CEO Stacey Caravella 的目標是:到 2017 年底,所有唐恩都樂旗下的門店,能夠在全球賣出超過 50 億杯咖啡。

而唐恩都樂去年年中上線的移動端點單業務,也是緊緊圍繞著咖啡飲品和早餐業務線打造的。據統計,大部分使用 App 下單的用戶都是在早上完成交易的,他們平時到店的頻率也比普通用戶高 45%。雖然這一業務目前對于公司的銷售額貢獻率只有 1%,但發展勢頭還算不錯。

“這個過程,讓我想到過去披薩店開拓線上外賣業務:最早的時候,那些訂單在整體銷售額里的占比只有個位數;現在,所有連鎖品牌這塊的業務量占比都達到了 60% 以上?!盨tacey Caravella 表示。

當然,這樣的移動點單支付、到店取貨模式,對于員工的效率要求會更高。唐恩都樂因此也在精簡菜單品種,并計劃在 2017 年推出比麥當勞的“停車點單”業務更高效的“街邊送餐”業務——用戶用 App 預先點單、將車開到餐廳門口停下,服務員直接將餐點送進車窗。

一次性推廣這么多新事物,都是為了向市場證明“我能行”,好像也挺不容易的。

題圖來自 Wikipedia

喜歡這篇文章?去 App 商店搜 好奇心日報 ,每天看點不一樣的。

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