Chipotle CEO谈餐厅进军墨西哥 | 2026.7.
字幕摘录
| 时间 | 英文 | 中文 |
|---|---|---|
| 0:01 | You are a U.S. company, 4,000 locations, give or take. | 你是一家美国公司,四千个地点,有的有的有的有的有的 |
| 0:05 | You are pretty much the standard bearer when a lot of people here in the U.S. think about | 当美国很多人想着 |
| 0:10 | 墨西哥或Tex-Mex食品. | |
| 0:12 | Now you're entering into Mexico, your first store there, a big one out there in the Monterey | 现在,你进入墨西哥, 你的第一家商店在那里, 一个大的在蒙特里 |
| 0:18 | region. | 区域。 |
| 0:19 | Why do you think you can make that work? | 为什么你认为你可以做到这一点? |
| 0:21 | We believe Mexico is a really important milestone for our great brand as we continue to lean | 我们认为墨西哥是我们伟大品牌的重要里程碑 因为我们继续倾斜 |
| 0:26 | into our global strategy. | 我们的全球战略。 |
| 0:28 | It's an important country for us. | 对我们来说是一个重要的国家. |
| 0:30 | We recognize and admire the culinary heritage that is a part of the Mexican culture, and | 我们承认并钦佩作为墨西哥文化一部分的烹饪遗产,以及 |
展开字幕全文（191 条）
| 序号 | 英文 | 中文 |
|---|---|---|
| 1 | You are a U.S. company, 4,000 locations, give or take. | 你是一家美国公司,四千个地点,有的有的有的有的有的 |
| 2 | You are pretty much the standard bearer when a lot of people here in the U.S. think about | 当美国很多人想着 |
| 3 | 墨西哥或Tex-Mex食品. | |
| 4 | Now you're entering into Mexico, your first store there, a big one out there in the Monterey | 现在,你进入墨西哥, 你的第一家商店在那里, 一个大的在蒙特里 |
| 5 | region. | 区域。 |
| 6 | Why do you think you can make that work? | 为什么你认为你可以做到这一点? |
| 7 | We believe Mexico is a really important milestone for our great brand as we continue to lean | 我们认为墨西哥是我们伟大品牌的重要里程碑 因为我们继续倾斜 |
| 8 | into our global strategy. | 我们的全球战略。 |
| 9 | It's an important country for us. | 对我们来说是一个重要的国家. |
| 10 | We recognize and admire the culinary heritage that is a part of the Mexican culture, and | 我们承认并钦佩作为墨西哥文化一部分的烹饪遗产,以及 |
| 11 | we respect what we believe to be some of the best food in the world. | 我们尊重我们相信的 世界上最好的食物。 |
| 12 | What we're working to do is really tackle this emerging trend that we see around the | 我们要做的是 真正解决我们所看到的这个新趋势 |
| 13 | globe. | 全球 |
| 14 | We also see it down in Mexico, this idea around fresh ingredients being prepared same day | 我们在墨西哥也看到,这个想法 围绕新鲜的原料 正在准备同一天 |
| 15 | freshly in restaurants, and we believe what we do and what we offer will really resonate | 刚刚在餐馆, 我们相信我们做什么 和我们提供的东西 会真正反响 |
| 16 | with the Mexican community. | 与墨西哥社区。 |
| 17 | I know you've had to have done a lot of market research, and there's been a lot of talk about | 我知道你已经做了很多的市场研究, 有很多关于 |
| 18 | this idea of just how prolific not just Mexican taquerias are, but obviously all of the sort | 这种想法,不只是墨西哥的塔克里亚, 很明显,所有的种类 |
| 19 | of unauthorized stands, anyone who's walked around Mexico City, Monterey, these big cities, | 任何在墨西哥城、蒙特里、这些大城市走过的人 |
| 20 | they are everywhere. | 到处都是 |
| 21 | And I saw one stat that said that basically if you live in an urban area in Mexico, you | 我看见一个统计显示 如果你住在墨西哥的城市地区 |
| 22 | don't have to go more than 200 or 300 feet before you find a taco cart of some kind or | 不需要超过200或300英尺 才能找到某种玉米卷车 |
| 23 | another. | 另一个 |
| 24 | Have you factored that into your equation that you're not just competing against established | 你是否把这个因素 算进你的方程式里了? 你不只是在对抗既定的 |
| 25 | chains, but basically that ma or pa, so to speak, on the street selling food from their | 铁链,但基本上,妈妈或爸爸, 所以,在街上卖食物 从他们的 |
| 26 | carts? | 车? |
| 27 | Yeah, it's a great question, and we have. | 是的,这是一个伟大的问题,我们有。 |
| 28 | And so we have partnered with what we believe to be a world-class partner in Alcea in Mexico | 因此我们在墨西哥阿尔恰 与我们所相信的世界级伙伴合作 |
| 29 | who has brought other U.S. brands into the country at a very successful pace of growth | 以非常成功的速度把其他美国品牌带进这个国家 |
| 30 | with brands like Starbucks and Cheesecake Factory, and they've done an incredible job. | 拥有星巴克和芝士蛋糕厂等品牌,他们也完成了令人难以置信的工作. |
| 31 | And so we believe the right partnership, strength of the partnership, and the opportunity to | 因此,我们认为正确的伙伴关系、伙伴关系的力量和机会 |
| 32 | go into Monterey first and showcase the brand in a really unique way down in San Pedro is | 首先进入蒙特里 展示品牌的方式非常独特 在圣佩德罗 |
| 33 | really step one. | 真正的第一步。 |
| 34 | As we continue to move through Monterey and open up and expand, we'll have our sights | 随着我们继续穿越蒙特里,打开和扩张,我们将有我们的目光 |
| 35 | set on Mexico City next, but we believe what we offer, the idea of the best ingredients | 接下来是墨西哥城,但我们相信 我们所提供的,关于最佳成分的想法 |
| 36 | in the world, prepared fresh in restaurant daily at an abundance and variety and speed | 以丰富多彩和速度每天在餐厅 准备新鲜的东西 |
| 37 | which is unmatched at a really competitive price point will resonate well with the consumers | 在真正有竞争力的价格点上无法比拟的 消费者会很满意 |
| 38 | in the market. | 在市场上。 |
| 39 | Well, Scott, as you mentioned, you're starting in Monterey. | 好了,斯科特,正如你提到的, 你开始在蒙特雷。 |
| 40 | You have plans to expand into Mexico City a little bit later in terms of timeline here. | 你计划稍后再扩张到墨西哥城 就这里的时间而言 |
| 41 | Talk to us about that cadence, why you chose to start in Monterey. | 跟我们说说那个胆小鬼 为什么你要从蒙特雷开始 |
| 42 | What sort of boxes that region check for you? | 什么样的盒子 那个区域检查你? |
| 43 | Yeah, if you haven't been to Monterey, it's a really beautiful city, really progressive | 是的,如果你还没有去过蒙特雷, 这是一个非常美丽的城市,非常进步 |
| 44 | city in Mexico. | 墨西哥城市。 |
| 45 | We love the trade area. | 我们喜欢贸易区 |
| 46 | We love the consumer profile in that market specifically. | 我们特别喜欢市场上的消费者形象。 |
| 47 | We plan to expand at a very measured pace to show that the brand can work in really | 我们计划以非常有节制的速度扩张,以显示品牌能够真正发挥作用 |
| 48 | any geography around the world. | 世界各地的地理状况 |
| 49 | We think Monterey is a great starting point for us. | 我们认为蒙特利是我们伟大的起点。 |
| 50 | We'll launch the brand there, move to a number of restaurants, and then move to Mexico City | 我们在那里推出这个品牌,搬到一些餐馆,然后搬到墨西哥城 |
| 51 | where we think we can be hyper successful in a really large metro city that is probably | 在那里,我们认为我们可以 超级成功在一个真正的大 地铁城市,可能 |
| 52 | one of the largest cities in the world. | 世界上最大的城市之一。 |
| 53 | Well, as Romain sort of hinted at, there's a little bit of irony when it comes to the | 正如罗曼所暗示的 当涉及到 |
| 54 | 事实上Chipotle Mexican Grill正在开放 扩张到墨西哥 | |
| 55 | And with that in mind, what changes do you have planned for Mexico when you think about | 考虑到这一点,你为墨西哥计划了什么变化? |
| 56 | pricing, your menus, potentially your ingredients? | 定价、菜单、配料? |
| 57 | What are you adapting to Mexico? | 你在适应墨西哥吗? |
| 58 | What are you keeping the same? | 你怎么没变? |
| 59 | Yeah, so we plan to use the same menu we have here in the United States in Mexico. | 是啊,所以我们计划 使用同样的菜单 我们这里在美国在墨西哥。 |
| 60 | We'll locally source as much of the product we bring over the border today as it relates | 我们从本地找到今天带过边境的产品 |
| 61 | to avocados and tomatoes and peppers. | 到鳄梨,番茄和胡椒。 |
| 62 | We'll locally source those, but it'll be the same menu we've launched in Western Europe, | 我们会从本地找到这些 但会是我们在西欧推出的菜单 |
| 63 | the same menu we launched in the Middle East with our partner, Alshaya. | 同样的菜单,我们在中东推出 与我们的伙伴,阿尔沙亚。 |
| 64 | We have 15 restaurants open in that region today. | 我们今天在该地区开放了15家餐馆。 |
| 65 | And the brand really resonates well when we deliver on standard the same execution and | 当我们按标准执行时 品牌的反响真的很好 |
| 66 | same menu that we have in the United States. | 和我们在美国的菜单一样 |
| 67 | With regards to your partnership with Alshaya, I mean, this is a licensed model. | 关于你和阿尔沙亚的合作关系,我是说,这是一个特许模式。 |
| 68 | And I am curious that given that you pretty much own your stores here in the United States, | 我很想知道 既然你在美国拥有你的商店 |
| 69 | how do you sort of ensure that quality control, both on the ingredient side, but also in terms | 如何确保质量控制, 无论是在成分方面, |
| 70 | of service, is going to be up to the same standard that anyone would expect in any other | 将达到与任何人期望的任何其他标准。 |
| 71 | location? | 地点? |
| 72 | Yeah, I think it's really about when you go into a new market is really assessing the | 是的,我想这真的是关于 当你进入一个新的市场 是真正的评估 |
| 73 | partner quality. | 伙伴质量。 |
| 74 | We believe in this idea of a slow measured approach to global expansion. | 我们相信这种对全球扩张采取缓慢、有分寸的办法的想法。 |
| 75 | We're not opening restaurants at a fast pace just for the sake of opening restaurants. | 我们开餐馆的速度并不是为了开餐馆 |
| 76 | We're going to protect the quality of our great brand through the strength of the partnership, | 我们要通过合作的力量保护我们伟大品牌的质量, |
| 77 | management of the supply chain, and then oversight on how we deliver the experience each day | 管理供应链,然后监督我们如何每天提供经验 |
| 78 | to each community in which we serve, whether that's in the Middle East, Latin America, | 无论是在中东,拉丁美洲, |
| 79 | and or Southeast Asia, which will open up later this year. | 今年晚些时候将开放。 |
| 80 | Well, I'm curious, how far do you want to take this international expansion? | 我很好奇,你到底想走多远? |
| 81 | Obviously, you're a relatively mature company, 30 plus years old, primarily here in the U.S. | 显然,你是一个相对成熟的公司, 30岁以上,主要在美国。 |
| 82 | You have the partnership in the Middle East, you reference the partnership in, I believe, | 你在中东有伙伴关系,你提到伙伴关系,我相信, |
| 83 | in South Korea and now in Mexico, Latin America. | 在韩国,现在在墨西哥,拉丁美洲。 |
| 84 | 这是Scott Boatwright手下Chipotle的长期成长故事吗? | |
| 85 | It is. | 没错 |
| 86 | As we continue to expand in North America, we have a really strong business model here. | 当我们在北美继续扩张的时候, 我们有一个非常强大的商业模式。 |
| 87 | We have an incredible team that is opening up restaurants at a record pace. | 我们有一支不可思议的团队 以创纪录的速度开放餐厅 |
| 88 | We'll open up in North America alone this year, north of 350 restaurants. | 今年仅在北美,350家餐厅以北开放. |
| 89 | We feel like we have a really good foothold here. | 我们觉得我们有一个非常好的立足点。 |
| 90 | We understand how we deliver the model and how we deliver on consumer expectations and | 我们理解我们如何交付模型 如何实现消费者的期望 |
| 91 | preferences in a really meaningful and unique way. | 偏好以真正有意义和独特的方式。 |
| 92 | What we endeavor to do now is we build Chipotle to a global iconic brand, is really showcase | 我们现在要做的是把奇波乐打造成一个全球标志性品牌,真正展示 |
| 93 | that the brand works in every region of the world. | 这个品牌在世界每个地区都有作用。 |
| 94 | At the heart of the menu, it's really rice, beans, heavy protein and heavy veg prepared | 菜单的核心是大米 豆子 重蛋白和重蔬菜 |
| 95 | fresh, which we know is not unique around the globe. | 新鲜的,我们知道,这在全球并非独一无二。 |
| 96 | And we're going to showcase in a very slow and measured way that we can be successful | 我们要以非常缓慢和有节制的方式展示 我们可以成功 |
| 97 | in every region of the world. | 在世界上每一个地区。 |
| 98 | Well, Scott, you mentioned heavy veg, and I want to apologize for this next question | 斯科特,你提到过重的蔬菜 我想为下一个问题道歉 |
| 99 | since we are talking about food. | 因为我们是在谈论食物。 |
| 100 | But we have to talk a little bit about cyclosporiasis. | 但是我们得谈谈环球病 |
| 101 | I hope I'm saying that right. | 我希望我说的没错 |
| 102 | It's that parasite that's been linked to severe diarrhea. | 正是寄生虫与严重的痢疾有关. |
| 103 | We've seen outbreaks in more than 30 U.S. | 在美国30多个地方都见过疫情. |
| 104 | states, and they're usually linked to basil, cilantro, lettuce, things that I'm sure you | 通常它们都和巴西尔、西兰特罗、生菜有关 我相信 |
| 105 | use a lot at Chipotle. | 在奇波特尔用了很多 |
| 106 | So what have you seen? | 你看见了什么? |
| 107 | What do you know about this? | 你对此知道多少? |
| 108 | Have you seen any notices from your suppliers or anything along those lines? | 你看过你的供应商的通告吗? |
| 109 | Well, first and foremost, the care and safety of our team members and our guests is always | 首先 我们的队员和客人的照顾和安全 |
| 110 | our highest priority. | 我们的最高优先。 |
| 111 | We have gone through our supply chain ingredients with our partners to understand if any of | 我们与我们的合作伙伴一起研究了我们的供应链要素,以了解是否有 |
| 112 | our ingredients have been indicated in the cyclospora outbreak and they haven't to date. | 我们的成分已经显示在 环球喷发中, 它们还没有。 |
| 113 | We don't expect that they will, but we'll continue to monitor our supply chain and be | 我们并不期望他们会这么做 但我们会继续监视我们的供应链 |
| 114 | hypervigilant to ensure we are protecting both our team members and our guests in our | 超振动,以确保我们既保护我们的队员 也保护我们的客人 |
| 115 | fullest way. | 尽情享受吧 |
| 116 | Yeah, I have to imagine that's top of mind and we'll see how this develops. | 是的,我不得不想象,这是最高的头脑, 我们会看到如何发展。 |
| 117 | But on the topic of ingredients more broadly and sourcing them, what have you seen as it | 但是在更广泛的成分 和来源的话题上,你认为是什么 |
| 118 | relates to the war of Iran when it comes to, you know, where you're sourcing products from | 与伊朗战争有关 当你从哪里采购产品时 |
| 119 | and what are you doing to offset that? | 你做什么来抵消? |
| 120 | Any changes that you have seen? | 你见过什么变化吗? |
| 121 | We really haven't. | 我们真的没有。 |
| 122 | Outside of transportation costs, Katie, we really haven't seen inflation in our supply | 除了交通费,凯蒂,我们没有看到 通货膨胀在我们的供给 |
| 123 | chain. | 链条。 |
| 124 | It's actually been a really modest year for us as it relates to cost of goods, | 这对我们来说是一个非常温和的年头 因为它涉及到商品成本 |
| 125 | which we're we feel very fortunate for. | 我们感到非常幸运 |
| 126 | I think our supplier diversification efforts over the past few years, along with diversifying | 我认为,过去几年,我们的供应商多样化努力,以及多样化 |
| 127 | countries of origin, have really helped us create a stable supply chain that is predictable | 原籍国确实帮助我们建立了一个可预测的稳定供应链。 |
| 128 | and manageable from a cost perspective, which really ladders well to our economic model. | 从成本的角度来看, 并且可以管理, 这真的非常适合我们的经济模式。 |
| 129 | In terms of the demand perspective, Scott, I am curious, and this is more specific to your | 从需求的角度来说,斯科特,我很好奇 这更具体到你们 |
| 130 | expansion in to Mexico. | 向墨西哥扩张 |
| 131 | Are you dealing with kind of the same income level of customer for this new store and | 你在为这家新店 处理同样的客户收入问题吗? |
| 132 | whatever new stores may come down the road? | 任何新的商店 可能来的道路? |
| 133 | Is that relatively the same type of customer that you would have here in the United States? | 这是否和你在美国的客户类型相当? |
| 134 | I think it is, Romain. | 我想是的,罗曼 |
| 135 | The reason I say that is because we serve customers across all income cohorts today | 我之所以这么说 是因为我们为今天所有收入阶层的客户服务 |
| 136 | here in the U.S. We feel like we have that same opportunity in every country we go into. | 这里在美国。 我们感到,在我们所进入的每一个国家,我们都有同样的机会。 |
| 137 | We will price the model just below the U.S. | 我们会把模型的价格 刚刚低于美国。 |
| 138 | The U.S. number, I think it's 15 to 20 percent discount to what we charge here in the U.S. | 美国的号码,我认为这是15%到20%的折扣 我们在美国收取。 |
| 139 | But I'll remind you that the average chicken burrito bowl in America today is still under | 但我会提醒你,今天美国普通的鸡肉卷饼碗 仍在下 |
| 140 | $10. | 10块 |
| 141 | And so we feel we provide an extraordinary value when you think about the quality of | 因此,我们觉得我们提供了 一个非凡的价值 当你思考的质量 |
| 142 | ingredients, the way we prepare, we prepare those ingredients in restaurant fresh every | 原料,我们准备的方式, 我们准备这些原料 在餐厅新鲜的 |
| 143 | single day and at the abundance and variety and speed which we provide. | 以我们提供的丰富、种类和速度。 |
| 144 | So we think it's an extraordinary value in every market we enter. | 所以我们认为在我们进入的每一个市场中,它都具有非凡的价值. |
| 145 | And we think that the consumers will respond again at all income levels in those markets. | 我们认为,消费者将在这些市场的所有收入水平上再次作出反应。 |
| 146 | But on the pricing in Mexico, and I understand that, you know, I mean, Monterey is a | 但在墨西哥的定价,我明白,你知道,我的意思是,蒙特里是一个 |
| 147 | relatively wealthy area. | 相对富裕的地区. |
| 148 | So there's plenty of people of means there, but there's also this idea of tradition. | 所以那里有很多有财力的人, 但也有这种传统的想法。 |
| 149 | And I harken back to some of the missteps that other brands have made going into other | 我回到了其他品牌所犯错误 |
| 150 | countries. | 国家。 |
| 151 | Starbucks was a good example of that going into Italy where you can get a | 星巴克是一个很好的例子 进入意大利,你可以得到一个 |
| 152 | shot of espresso for a dollar. | 一杯浓咖啡一美元。 |
| 153 | Starbucks came in charged about twice that. | 星巴克收了两倍的税 |
| 154 | And it wasn't that people couldn't afford it. | 也不是人们买不起 |
| 155 | It was just, you know, it was the tradition. | 这只是,你知道, 这是传统。 |
| 156 | And so I do wonder how you sort of adjust your pricing, your own input costs to make | 所以我想知道你是如何调整你的定价, 你自己的投入成本 使 |
| 157 | sure that those people that maybe are used to getting a street taco for next to nothing | 确保那些可能习惯 买一个街上玉米卷的人 |
| 158 | are willing to come into a Chipotle store and try what you have for maybe a little bit | 愿意来一个奇波特勒店 试试你有什么,也许一点点 |
| 159 | more money. | 更多的钱。 |
| 160 | Yeah. | 对 |
| 161 | So think about it this way. | 故想此义. |
| 162 | If you think about our menu architecture today, we provide value across all those income | 如果你想到我们今天的菜单结构, 我们提供价值 在所有这些收入 |
| 163 | cohorts by having a pricing strategy that is smart and sound. | 通过一个聪明而健全的定价策略, 组群。 |
| 164 | I'll give you an example. | 举个例子 |
| 165 | Taco here in the U.S. | 美国的玉米卷 |
| 166 | today at Chipotle is about two dollars and fifty cents. | 今天在Chipotle 大约两块钱和五毛钱。 |
| 167 | A high protein cup you can get for around three dollars, three dollars and eighty cents, | 一个高蛋白质杯,你可以得到 大约3美元,3美元和80美分, |
| 168 | I think, on average here in the U.S. | 我想,平均在这里在美国。 |
| 169 | So you think about the menu and pricing architecture really bodes well and caters to all | 所以,你想想菜单和定价架构 真正好的预兆 并迎合所有人 |
| 170 | income cohorts. | 收入群体。 |
| 171 | And we can provide that value and showcase that value in restaurant. | 我们可以提供这种价值 在餐厅展示这种价值。 |
| 172 | And Scott, before we let you go, I do want to talk a little bit about the U.S. | 还有斯科特 在我们放你走之前 我想谈谈美国 |
| 173 | consumer. | 消费者。 |
| 174 | You think about the average Chipotle customer, you know, they've typically been | 想想Chipotle的普通顾客 他们通常都是 |
| 175 | able to absorb price increases better than most chains. | 能够比大多数连锁店更好地吸收价格上涨。 |
| 176 | But, you know, we heard from Pepsi, for example, last week saying that high gas prices | 但是,你知道,我们听说百事公司, 例如,上周说,高气价 |
| 177 | have their shoppers buying fewer items overall. | 让他们的店主 买的东西总体较少。 |
| 178 | And I wonder if you've seen any change in behavior when it comes to the Chipotle customer, | 我想知道你有没有看到任何行为改变 当涉及到奇波特尔的客户, |
| 179 | whether, you know, folks are trading down or adding fewer add ons, for example. | 或者增加更少的附加,比如说。 |
| 180 | You know, we really have. | 你知道,我们真的有。 |
| 181 | And I think we stated on our last earnings call, we saw an | 我想我们在最后一次收入呼吁中说,我们看到 |
| 182 | inflection for the Chipotle brand in Q1 returning to positive transactions. | Q1中奇波特尔品牌的功能恢复为正交易. |
| 183 | And I talked about on that earnings call and acceleration into Q2, we feel really good | 我谈到收入呼吁 和加速进入Q2, 我们感觉非常好 |
| 184 | that we are really working well across all income cohorts and age cohorts and really | 我们真的工作良好 在所有收入组别 和年龄组,真的 |
| 185 | creating value for those individuals and a broad base of consumers. | 为这些个人和广大的消费者创造价值。 |
| 186 | So we feel like we're rightly priced. | 所以我们觉得我们价钱合理 |
| 187 | We are now targeting consumers with better menu innovation, new brand messaging, | 我们现在以更好的菜单创新 新的品牌信息为对象 |
| 188 | a new rewards relaunch, which is we are calling rewards on repeat, which increase the | 新的奖励重新开始,我们要求重复奖励,这增加了 |
| 189 | flexibility and ability to earn points and flexibility to use those points, as well | 获得积分的灵活性和能力以及使用这些积分的灵活性,以及 |
| 190 | as the opportunity to earn milestones within our loyalty platform, which is paying huge | 作为在我们的忠诚平台中 赢得里程碑的机会, 这个平台正在付出巨大的 |
| 191 | dividends as well. | 股息也一样。 |
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