불경기 속에서도 맥도날드는 호황

Some companies actually thrive 번영하다. Thrive! CNN’s Alina Cho is looking into the store. Wal-Mart, Campbell Soup, McDonald’s. The DOW may be down, but these household names 잘 알려진<친근한> 이름 are up, way up 훨씬 높이. “Pretty cheap. You can get a lot of food for 5 bucks <속어> 달러 here.” With unemployment up, spending is down. And everyone these days is looking for a deal. And that means Wal-Mart and McDonald’s, often the butt 대상, 표적 of jokes 웃음거리, 비난의 대상, have the last laugh 최후의 승리.

 

They're the only two companies in the Dow whose share 주식 prices rose in 2008. In the third quarter, McDonald's profits were up 11%. “The companies that are doing well in this environment are companies whose brand names are well-recognized, who offer good value for the money.”

 

Take Campbell Soup. “In tough economic times, you know, people do turn to ~쪽으로 향하다 the familiar.” Like chicken noodle and tomato, sales of condensed soup 농축수프 are up 14%. “We're seeing a return, in a certain sense, to comfort foods 그리운 옛맛, 어릴때 먹던 음식에 막연히 끌리게 되는 음식. Casseroles 찜 냄비, 찜 냄비 요리 are huge. The number one search term on our Web site right now is crock pot 전기 냄비.”

 

Campbell is using the downturn 침체 in the economy as a marketing opportunity, taking a cue ~의 예를 본받다 from McDonald's, calling its soup selection "the original dollar menu." And it's not just soup. Spam is surging 급등하다 and so is Kraft Food's Mac and Cheese, Jell-O and Kool-Aid. Frugal 절약하는, 검소한 chic 유행. “Part of what drives consumers spending is the feel good factor. And if everyone's friends and neighbors don't have the same level of dollars to spend this year as they did last year, it doesn't make anyone feel good to be that different from someone else.”

 

And the outlook 전망 is good. Analysts say comfort companies should do well in 2009. One analyst said it's the worst of times for restaurants, but the best of times for McDonald's. The company sales have increased for 55 straight months. And in Campbell’s case, all you have to do is look at the stock. The company's shares are down by about 8% over last year. But the Dow is down 30%. So McDonald’s shares are outperforming ~을 능가하는 the DOW. Alina Cho, CNN, New York.

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