餐饮业高管大换血：新CEO如何应对动荡市场？

金十数据09-23

今年频繁更换高管反映了许多餐厅和快餐连锁面临的动荡。美国餐饮业正经历动荡的一年。看看它的高管就知道了：到2024年，三分之一的上市餐饮公司已经聘请了新CEO，更不用说许多私营公司的变动了。这一切始于温蒂汉堡(WEN.O)，它在1月任命百事(PEP.O)前高管柯克·坦纳（Kirk Tanner）为新CEO，接替托德·佩内戈（Todd Penegor），随后是艾尔·波约·洛科（El Pollo ...

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Levin）上个月底辞职。\n前达登饭店(DRI.N)首席财务官布拉德福德·里士满（Bradford Richmond）目前担任BJ's餐饮的临时CEO，而奇波雷墨西哥烧烤的首席运营官斯科特·博特赖特（Scott Boatwright）则成为卷饼连锁店的临时负责人。两家公司仍在寻找继任者。\n今年的CEO更换次数已经超过过去三年总和。“自从2019年我开始关注餐饮业以来，这是我见过的最多的CEO变动，”德意志银行分析师劳伦·西尔伯曼（Lauren Silberman）表示，“这有点像抢椅子游戏。”\n虽然一些更换是计划中的退休，但其他更换则是由于业绩不佳。频繁更换高管反映了许多餐厅和快餐连锁在今年面临的不确定性。\n消费者在高通胀的压力下外出就餐的频率减少。与此同时，自疫情以来，顾客越来越倾向于数字订单、外卖消费和更健康的饮食。\n许多公司在这种严峻环境中努力调整并寻找新方向。这意味着销售下滑、股价暴跌，以及来自董事会、股东甚至某些情况下激进投资者的压力增加。\n“因此，许多餐厅在专注于削减成本的过程中失去了对基本原则的关注，意外妥协了顾客体验，”领导咨询公司拉塞尔·雷诺兹（Russell Reynolds）全球消费品业务负责人安德鲁·海斯（Andrew Hayes）表示。\n西尔伯曼指出，这一切可能导致对高层变动的渴望，以寻求新的视角。这也是为何今年大多数新CEO是外部聘请而非内部晋升，并且在某些情况下，甚至来自餐饮行业之外的原因。\nCEO的更换往往在短期内使股价更加波动，因为投资者在评估新首席的表现。有时，如果对新管理层的信心高，股价会得到提振。\n最近CEO更换后的股市表现参差不齐。\n自尼科尔被任命以来，星巴克的股价上涨了25%，这要归功于他在奇波雷墨西哥烧烤的杰出业绩。佩内戈加入BJ's餐饮仅一个月后，股价已经上涨了13%。\n但情况并不总是如此。在坦纳任职期间，温蒂汉堡的股价持续下跌——自他被任命CEO以来下跌了9%，投资者质疑这家汉堡连锁在与麦当劳(MCD.N)和汉堡王的价格战中是否能脱颖而出。\nBloomin 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