{"id":2700,"date":"2026-06-08T08:46:43","date_gmt":"2026-06-08T08:46:43","guid":{"rendered":"https:\/\/www.iforbes.cz\/?p=2700"},"modified":"2026-06-08T08:46:43","modified_gmt":"2026-06-08T08:46:43","slug":"mcdonalds-meni-recept-na-rust-a-sazi-na-trh-kteremu-jini-neveri","status":"publish","type":"post","link":"https:\/\/www.iforbes.cz\/index.php\/2026\/06\/08\/mcdonalds-meni-recept-na-rust-a-sazi-na-trh-kteremu-jini-neveri\/","title":{"rendered":"McDonald’s m\u011bn\u00ed recept na r\u016fst a s\u00e1z\u00ed na trh, kter\u00e9mu jin\u00ed nev\u011b\u0159\u00ed"},"content":{"rendered":"\n

Sou\u010dasn\u00e9 podnikatelsk\u00e9 prost\u0159ed\u00ed se vyzna\u010duje opatrn\u011bj\u0161\u00edmi spot\u0159ebiteli, agresivn\u011bj\u0161\u00ed konkurenc\u00ed a trhy, jejich\u017e potenci\u00e1l nen\u00ed stejn\u00fd jako p\u0159ed n\u011bkolika lety. T\u00fdk\u00e1 se to i tak zaveden\u00fdch hr\u00e1\u010d\u016f, jako je nap\u0159\u00edklad fastfoodov\u00fd \u0159et\u011bzec McDonald\u2019s. Aby si udr\u017eel tempo, p\u0159ich\u00e1z\u00ed s pl\u00e1nem modernizace a expanze v zemi, kter\u00e1 jin\u00fdm p\u0159in\u00e1\u0161\u00ed vr\u00e1sky na \u010dele. P\u0159ipravuje se tak\u00e9 na mistrovstv\u00ed sv\u011bta ve fotbale s nab\u00eddkou, kterou chce pos\u00edlit vztahy se z\u00e1kazn\u00edky.<\/p>\n\n\n\n

Hled\u00e1n\u00ed dal\u0161\u00edho r\u016fstu<\/strong><\/p>\n\n\n\n

McDonald\u2019s pat\u0159\u00ed mezi zna\u010dky, kter\u00e9 jsou \u010dasto uv\u00e1d\u011bny jako p\u0159\u00edklad stabiln\u00edho byznysu, av\u0161ak pro jeho udr\u017een\u00ed mus\u00ed mluvit o zm\u011bn\u00e1ch. Pl\u00e1n s n\u00e1zvem McDonald\u2019s NEXT m\u00e1 p\u0159in\u00e9st modern\u011bj\u0161\u00ed model fungov\u00e1n\u00ed celosv\u011btov\u00fdch provozoven. Net\u00fdk\u00e1 se to jen vizu\u00e1lu, ale tak\u00e9 efektivn\u011bj\u0161\u00edho objedn\u00e1vkov\u00e9ho syst\u00e9mu, lep\u0161\u00edho vyu\u017eit\u00ed zam\u011bstnanc\u016f a t\u00edm p\u00e1dem vylep\u0161en\u00e9ho z\u00e1kaznick\u00e9ho z\u00e1\u017eitku. I kdy\u017e jde jen o s\u00e9rii men\u0161\u00edch \u00faprav, koncept nahrad\u00ed ten sou\u010dasn\u00fd, Accelerating the Arches, zaveden\u00fd p\u0159ed 6 lety. D\u016fvody jsou jednoduch\u00e9 a t\u011bmi jsou rostouc\u00ed ceny a opatrn\u00ed z\u00e1kazn\u00edci. To podtrhuje i pr\u016fzkum spole\u010dnosti UBS Evidence, kter\u00fd uk\u00e1zal, \u017ee zat\u00edmco v roce 2020 \u010dinil pod\u00edl spot\u0159ebitel\u016f, kte\u0159\u00ed pova\u017euj\u00ed restauraci za cenov\u011b v\u00fdhodnou, 55 %, v roce 2024 klesl na 40 % a dr\u017e\u00ed se na t\u00e9to \u00farovni dodnes. V digit\u00e1ln\u00ed dob\u011b se podnik chce zam\u011b\u0159it tak\u00e9 na soci\u00e1ln\u00ed s\u00edt\u011b, a aby dok\u00e1zal z\u00e1kazn\u00edk\u016fm nab\u00eddnout odpov\u00eddaj\u00edc\u00ed pom\u011br ceny a kvality, pl\u00e1nuje nab\u00eddku kvalitn\u011bj\u0161\u00edch produkt\u016f, p\u0159edev\u0161\u00edm t\u011bch s ku\u0159ec\u00edm masem. Podle Yahoo Finance chce spole\u010dnost vytvo\u0159it model, kter\u00fd bude schopen fungovat bez ohledu na ekonomick\u00e9 podm\u00ednky. V\u00edce informac\u00ed spolu s finan\u010dn\u00edmi o\u010dek\u00e1v\u00e1n\u00edmi p\u0159edstav\u00ed na podzim tohoto roku.<\/p>\n\n\n\n

\u010c\u00ednsk\u00e1 v\u00fdjimka<\/strong><\/p>\n\n\n\n

Existuje trh, kter\u00fd dnes p\u0159itahuje pozornost, i kdy\u017e ne v\u017edy v pozitivn\u00edm smyslu, a t\u00edm je \u010c\u00edna. V\u00edce firem, mezi nimi nap\u0159\u00edklad Starbucks \u010di Nike, hl\u00e1s\u00ed slab\u0161\u00ed popt\u00e1vku v d\u016fsledku siln\u00e9 lok\u00e1ln\u00ed konkurence a m\u011bn\u00edc\u00edho se chov\u00e1n\u00ed z\u00e1kazn\u00edk\u016f. McDonald\u2019s uchopil situaci z opa\u010dn\u00e9ho konce a do konce roku 2028 pl\u00e1nuje zv\u00fd\u0161it po\u010det restaurac\u00ed na 10 000. \u0160lo by tak o n\u00e1r\u016fst ze 7 700, kter\u00e9 byly vyk\u00e1z\u00e1ny ke konci minul\u00e9ho roku. Jde tedy o ambici\u00f3zn\u00ed c\u00edl, kter\u00fd poukazuje na d\u016fle\u017eitost \u010c\u00edny v dlouhodob\u00e9 strategii. Veden\u00ed spole\u010dnosti v\u011b\u0159\u00ed, \u017ee potenci\u00e1l trhu je\u0161t\u011b zdaleka nen\u00ed vy\u010derp\u00e1n, a jak uv\u00e1d\u00ed CNBC, sna\u017e\u00ed se \u010derpat i z nostalgie po ikonick\u00fdch produktech, jako je nap\u0159\u00edklad klasick\u00fd vanilkov\u00fd milkshake, kter\u00fd ned\u00e1vno v zemi vyvolal rozruch. Nav\u00edc zat\u00edmco v Americe n\u00e1v\u0161t\u011bvnost kles\u00e1, na asijsk\u00e9m trhu v prvn\u00edm \u010dtvrtlet\u00ed 2026 vzrostly tr\u017eby meziro\u010dn\u011b o v\u00edce ne\u017e 3 %. Pat\u0159\u00ed sem v\u0161ak i japonsk\u00fd trh. \u010c\u00edna je jedn\u00edm z nejv\u011bt\u0161\u00edch trh\u016f McDonald’s a spole\u010dnost vid\u00ed prostor zejm\u00e9na mimo nejv\u011bt\u0161\u00ed metropole, kde m\u016f\u017ee pokra\u010dovat v budov\u00e1n\u00ed s\u00edt\u011b.<\/p>\n\n\n\n

Siln\u00e1 \u010d\u00edsla, slab\u0161\u00ed vyhl\u00eddky<\/strong><\/p>\n\n\n\n

Co se t\u00fd\u010de celkov\u00e9ho finan\u010dn\u00edho zdrav\u00ed firmy, prvn\u00ed kvart\u00e1l 2026 p\u0159inesl v\u00fdsledky, kter\u00e9 p\u0159ekonaly o\u010dek\u00e1v\u00e1n\u00ed. Tr\u017eby na \u00farovni 6,52 miliardy USD se ziskem na akcii 2,83 USD byly vy\u0161\u0161\u00ed ne\u017e analytiky LSEG odhadovan\u00fdch 6,47 miliardy USD a 2,74 USD zisku na akcii. P\u0159\u00edjmy meziro\u010dn\u011b vzrostly o 9 %, p\u0159i\u010dem\u017e \u010dist\u00fd zisk dos\u00e1hl necel\u00fdch 2 miliard USD, co\u017e je v\u00edce ne\u017e 1,87 miliardy USD ve stejn\u00e9m obdob\u00ed minul\u00e9ho roku. Co se t\u00fd\u010de prodej\u016f ve stejn\u00fdch prodejn\u00e1ch, ve Spojen\u00fdch st\u00e1tech p\u0159idaly 3,9 %, za co\u017e vd\u011b\u010d\u00ed nab\u00eddce spojen\u00e9 s filmy \u010di nadrozm\u011brn\u00e9mu hamburgeru Big Arch. V\u00fdhled do dal\u0161\u00edho obdob\u00ed u\u017e p\u0159inesl ur\u010ditou d\u00e1vku opatrnosti, kdy\u017e McDonald\u2019s ozn\u00e1mil slab\u0161\u00ed tr\u017eby. Pokud se pod\u00edv\u00e1me na v\u00fdvoj akci\u00ed firmy na burze NYSE, tak z dlouhodob\u00e9ho, 5let\u00e9ho pohledu byly akcie k 3. \u010dervnu 2026 v zisku v\u00edce ne\u017e 18 %. Krat\u0161\u00ed \u010dasov\u00e1 obdob\u00ed u\u017e nejsou tak pozitivn\u00ed. Za posledn\u00ed rok ztratily na hodnot\u011b 11,5 %, p\u0159i\u010dem\u017e jen od za\u010d\u00e1tku tohoto roku to bylo 9,5 %, co\u017e jen podtrhuje oslaben\u00ed trhu. Ke stejn\u00e9mu datu byla cena akcie McDonald\u2019s na \u00farovni 276,36 USD.*<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Zdroj: Google Finance*<\/em><\/p>\n\n\n\n

Fotbal jako marketingov\u00e1 investice<\/strong><\/p>\n\n\n\n

Expanze a modernizace jsou jedna \u010d\u00e1st p\u0159\u00edb\u011bhu, druhou je marketing. McDonald\u2019s dlouhodob\u011b vyu\u017e\u00edv\u00e1 velk\u00e9 sportovn\u00ed ud\u00e1losti ve sv\u016fj prosp\u011bch a leto\u0161n\u00ed mistrovstv\u00ed sv\u011bta ve fotbale nebude v\u00fdjimkou. Spole\u010dnost p\u0159edstavila speci\u00e1ln\u00ed edici Happy Meal spojenou se \u0161ampion\u00e1tem. Samotn\u00e1 novinka m\u016f\u017ee na prvn\u00ed pohled p\u016fsobit jako b\u011b\u017en\u00fd marketingov\u00fd tah, ve skute\u010dnosti v\u0161ak Happy Meal ji\u017e mnoho let z\u016fst\u00e1v\u00e1 nej\u017e\u00e1dan\u011bj\u0161\u00edm d\u011btsk\u00fdm menu v r\u00e1mci fastfoodov\u00fdch \u0159et\u011bzc\u016f. Zat\u00edm nejsou zn\u00e1m\u00e9 zem\u011b, kde budou speci\u00e1ln\u00ed edice dostupn\u00e9, v\u00ed se v\u0161ak, \u017ee ka\u017ed\u00fd Happy Meal by m\u011bl obsahovat ply\u0161ovou hra\u010dku oble\u010denou do fotbalov\u00e9ho dresu. Nav\u00edc takov\u00e9 kampan\u011b \u010dasto oslovuj\u00ed i dosp\u011bl\u00e9 z\u00e1kazn\u00edky, kte\u0159\u00ed vytv\u00e1\u0159ej\u00ed obsah na soci\u00e1ln\u00edch s\u00edt\u00edch, a FIFA 2026 je ide\u00e1ln\u00ed p\u0159\u00edle\u017eitost\u00ed, proto\u017ee jde o ud\u00e1lost s celosv\u011btov\u00fdm dosahem.<\/p>\n\n\n\n

Diana Fatikov\u00e1, analyti\u010dka <\/strong>InvestaGo<\/strong><\/a><\/p>\n\n\n\n

* Minul\u00e1 v\u00fdkonnost nen\u00ed z\u00e1rukou budouc\u00edch v\u00fdsledk\u016f <\/p>\n","protected":false},"excerpt":{"rendered":"

Sou\u010dasn\u00e9 podnikatelsk\u00e9 prost\u0159ed\u00ed se vyzna\u010duje opatrn\u011bj\u0161\u00edmi spot\u0159ebiteli, agresivn\u011bj\u0161\u00ed konkurenc\u00ed a trhy, jejich\u017e potenci\u00e1l nen\u00ed stejn\u00fd jako p\u0159ed n\u011bkolika lety. T\u00fdk\u00e1<\/p>\n","protected":false},"author":1,"featured_media":2533,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"colormag_page_container_layout":"default_layout","colormag_page_sidebar_layout":"default_layout"},"categories":[58],"tags":[678,379,681],"_links":{"self":[{"href":"https:\/\/www.iforbes.cz\/index.php\/wp-json\/wp\/v2\/posts\/2700"}],"collection":[{"href":"https:\/\/www.iforbes.cz\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.iforbes.cz\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.iforbes.cz\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.iforbes.cz\/index.php\/wp-json\/wp\/v2\/comments?post=2700"}],"version-history":[{"count":1,"href":"https:\/\/www.iforbes.cz\/index.php\/wp-json\/wp\/v2\/posts\/2700\/revisions"}],"predecessor-version":[{"id":2702,"href":"https:\/\/www.iforbes.cz\/index.php\/wp-json\/wp\/v2\/posts\/2700\/revisions\/2702"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.iforbes.cz\/index.php\/wp-json\/wp\/v2\/media\/2533"}],"wp:attachment":[{"href":"https:\/\/www.iforbes.cz\/index.php\/wp-json\/wp\/v2\/media?parent=2700"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.iforbes.cz\/index.php\/wp-json\/wp\/v2\/categories?post=2700"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.iforbes.cz\/index.php\/wp-json\/wp\/v2\/tags?post=2700"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}