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'<p style="text-align: center; ">
<img alt="" src="/uploads/allimg/150415/3-15041513363DY.jpg" /></p>
<p>
全球快餐巨頭百勝餐飲集團旗下餐館Atto Primo俯瞰上海外灘，臨近上海最昂貴的一衆消費場所，百勝稱之爲研究中國食客的“實驗室”。百勝在中國這個大市場上的業績持續下滑，亦尋求收復失地。</p>
<p>
“一家高端實驗廚房可以令百勝試水新的菜單與概念，從更加世故精緻的食客中獲取反饋--這對通往高端市場之路是有幫助的，”中國市場研究集團(CMR)的高級分析師Ben Cavender說道。</p>
<p>
中國市場是百勝營收與利潤的最大來源地。2014年第四季度百勝在中國近7,000家餐廳的同店銷售額下滑了16%，因連續不斷的食品恐慌、日益劇烈的當地競爭以及從某種意義上來說百勝的主打品牌肯德基可能已經不再受中國消費者青睞。</p>
<p>
百勝發言人Jonathan Blum在通過電郵發給路透的評論中稱，Atto Primo是“一家創新實驗室，幫助我們研究中國消費者口味的變化”，並稱該餐館可以幫助測試將用於百勝中國餐廳的食譜。</p>
<p>
對於百勝來說，在中國扭轉頹局，至關重要。新任首席執行官格雷格-克里德(Greg Creed)上月稱，“重振在華銷售額是頭等大事。”</p>
<p>
“百勝此舉表明有人已向百勝進言：必須嘗試不同路徑，”特恩斯市場研究諮詢(TNS)駐上海的分析師Michael Griffiths說道。</p>
<p>
Atto Primo內部裝飾華美水晶，鑲嵌着16世紀意大利繪畫風格的壁飾，高昂的價格，這些幾乎都與百勝不沾邊：這家餐廳與百勝的唯一聯繫或許就是在美國監管文件上被簡單提及的內容。</p>
<p>
<strong> 品牌疲勞</strong></p>
<p>
今年百勝計劃在中國新開700家快餐店。Atto Primo這家高端餐館並非百勝在中國推出的唯一全新策略。首席執行官克里德稱，該公司計劃在中國推出更多咖啡飲品，以與星巴克爭雄。</p>
<p>
但是分析師們稱，百勝正在中國遭遇“品牌疲勞”困境。百勝的形象因食品恐慌受損，令外界質疑其供應鏈，且競爭日益劇烈。</p>
<p>
29歲的上海建築師唐曄楠稱，他在大約15年前常喫肯德基，那時候肯德基看起來“高檔、新奇”，和國內的其他飯店比，是安全和乾淨的替代選擇。</p>
<p>
“但是現在我就很少喫肯德基了，因爲選擇多了，”他說道。</p>
<p>
分析師們稱，麥當勞在中國亦因食品恐慌受損，但其升級門店以及推出麥咖啡的舉措助其挽回局面。</p>
<p>
儘管如此，肯德基和麥當勞這兩個品牌的份額還是受到侵蝕，更靈活的中國本土競爭者以聽起來更健康、本土的食物來吸引具有節約意識的消費者。</p>
<p>
據市場研究機構歐睿國際(Euromonitor)，過去數年裏，百勝在中國近8,000億元(1,290億美元)的快餐市場中所佔的份額在下滑。同期麥當勞的市場份額卻略有增長，不過也做了重大投資。</p>
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