汉堡王总裁称快餐行业是“零和博弈”，而汉堡王正在胜出

环球市场播报05-08

快餐汉堡赛道竞争愈发激烈，而汉堡王已率先拿下关键一局大胜。　　餐饮品牌国际集团（QSR）本周公布，旗下美国汉堡王一季度同店销售额同比增长 5.8%。　　伯恩斯坦分析师达尼洛・加尔朱洛表示，这一表现高出快餐行业整体增速 5 个百分点以上。　　同时也碾压宿敌麦当劳 —— 麦当劳美国业务一季度同店销售额增幅仅为 3.9%。　　汉堡王美加区总裁汤姆・柯蒂斯在雅虎财经《开盘前瞻》节目中表示：　　“...

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3.9%。\n　　汉堡王美加区总裁汤姆・柯蒂斯在雅虎财经《开盘前瞻》节目中表示：\n　　“这就是一场零和博弈，整个赛道体量已经不再增长。 但我们已经向自己证明：只要能提供更好的消费体验、更优质的核心产品，就完全可以实现逆势增长。”\n　　汉堡大战背景始末\n　　今年 3 月初，社交媒体再度掀起快餐汉堡隔空对战。\n　　麦当劳首席执行官克里斯・肯普钦斯基率先造势，为新品巨拱汉堡拍摄宣传视频并亲自试吃，视频迅速走红。 但他吃汉堡时犹豫拘谨、小口斯文浅尝，还反复把汉堡称作 “产品”，遭到网友大面积调侃嘲讽。\n　　借势这波舆论热度，汉堡王的柯蒂斯在三天后发布 TikTok 短视频：\n　　他大口畅快咬下一个皇堡，风趣调侃只差一张餐巾纸；还直接公开个人手机号，邀请大众分享对品牌的看法。\n　　公开号码后，他最终亲自和1500 名消费者通话交流，还收到数万条网友留言。\n　　柯蒂斯的爆红出圈，也让外界聚焦于全新升级的皇堡—— 这款产品长期以来一直是汉堡王对标麦当劳巨无霸的王牌。\n　　近十年来，汉堡王首次对皇堡做出多处细微但关键的改良：\n　　新版皇堡采用品质更高、口感更佳的面包，调配全新配方、口感更绵密顺滑的蛋黄酱； 生菜、番茄、洋葱、酸黄瓜等配菜优化处理，口感更新鲜、堆叠造型更规整。\n　　另一项重大改动是包装升级：\n　　皇堡不再用纸包裹，改用盒装盛放，避免汉堡被挤压变形、保持品相完整。\n　　柯蒂斯表示：“我们开放渠道倾听顾客心声，大家反馈：‘你们的皇堡本身很好吃，但有时容易被压扁，蛋黄酱口感可以更浓郁顺滑一点。’\n　　我们认真采纳了这些建议，而且改动必须拿捏分寸 —— 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