商业周刊:麦当劳CEO史蒂夫·伊斯特布鲁克使麦当劳陷入冰寒时节(7)

He later worked as a restaurant manager for McDonald's before being named to head its U.K. division, which he turned around in the 2000s after years of waning¹ sales.

后来，他被任命为麦当劳餐厅经理，随后成为英国分部负责人。经历了多年销售额下降之后，情况在2000年开始好转。

In that role, he mounted a defense² against fast-food critics by debating them on live television.

担任此职务期间，他在电视直播中与快餐评论家辩论，捍卫麦当劳。

He revitalized the company's image as a family-friendly outlet³ by introducing organic milk, cutting the fries' salt content, and offering free Wi-Fi.

他通过引进有机牛奶、减少薯条的含盐量，以及提供免费Wi-Fi的方式，重塑了公司作为适合全家进餐的商铺形象。

He also tried unsuccessfully to get the Oxford⁴ English Dictionary to amend⁵ its definition of "McJob,"

他还试图让《牛津英语词典》修改其对“McJob”的定义，但没能成功。

a slang term used since at least 1986 that denoted "an unstimulating, low-paid job."

McJob是一个至少自1986年起就开始使用的俚语，意思是“一份不刺激、薪水低的工作。”

In the fall of 2014, McDonald's went public with "Experience of the Future," an initiative Easterbrook had been shepherding.

2014年秋天，麦当劳以“未来体验”的理念面向公众，这是伊斯特布鲁克一直指导的一项举措。

It reimagined the store entirely⁶, from how orders were placed to what services were offered.

它彻底重塑了商铺的形象，从如何下订单到提供什么服务。

In the upgraded restaurants, diners can use touchscreen kiosks to customize their burgers into millions of permutations, such as adding extra sauce and bacon to a Big Mac.

在升级后的餐厅里，进餐者可以使用触摸屏式售卖机将汉堡定制成数百万种组合，比如在巨无霸汉堡中加入额外的酱料和熏肉。

The thinking was that giving customers more say over their orders would result in them paying more for tailored items.

他们的想法是，让客户有更多的发言权，这样他们将会为定制的食品支付更多的费用。

Some franchisees⁷ have benefited so much that their restaurants' sales are now growing at a double-digit rate.

一些特许经营商已经从中受益匪浅，他们餐厅的销售额现在正以两位数的速度增长。

But others have banded together in open rebellion and forced the company to slow the program's full rollout two years past its original target.

但也有一些人联合起来公开反抗，迫使公司将该项目的全面推出速度比原定目标推迟了两年。

They object to the enormous costs of the project, which, for owners of several locations, can run into tens of millions of dollars,

他们反对该项目的巨大成本，对多个地点的业主来说，其成本可能高达数千万美元，

even with McDonald's offering to subsidize 55% of the capital for the remodels⁸.

即使麦当劳提供55%的资金补贴用于改建。

From a business perspective, the enhancements are achieving what they set out to do

从商业角度来看，这些改进正在实现他们设定的目标，

—annual profits have inched higher since Easterbrook's appointment, and McDonald's posted its fastest global sales gain in seven years last quarter.

自伊斯特布鲁克任职以来，公司的年利润已经小幅上升，麦当劳上季度公布了七年来最迅速的全球销售增长量。

Initiatives such as all-day breakfast, which includes the staple⁹ McMuffin, and new products like doughnut sticks are also credited with bringing customers back

比如包括主食麦式麦芬的全天候早餐和甜甜圈等新产品，也被认为能让顾客们再来购买，

even as the expanded menu hampers¹⁰ the classic McDonald brothers' efficiency.

尽管扩充后的菜单妨碍了经典麦式兄弟餐食的制作效率。

1 waning   

adj.（月亮）渐亏的，逐渐减弱或变小的n.月亏v.衰落( wane的现在分词 )；（月）亏；变小；变暗淡

参考例句：

• Her enthusiasm for the whole idea was waning rapidly. 她对整个想法的热情迅速冷淡了下来。
• The day is waning and the road is ending. 日暮途穷。 来自《现代汉英综合大词典》

2 defense   

n.防御，保卫；[pl.]防务工事；辩护，答辩

参考例句：

• The accused has the right to defense.被告人有权获得辩护。
• The war has impacted the area with military and defense workers.战争使那个地区挤满了军队和防御工程人员。

3 outlet   

n.出口/路；销路；批发商店；通风口；发泄

参考例句：

• The outlet of a water pipe was blocked.水管的出水口堵住了。
• Running is a good outlet for his energy.跑步是他发泄过剩精力的好方法。

4 Oxford   

n.牛津（英国城市）

参考例句：

• At present he has become a Professor of Chemistry at Oxford.他现在已是牛津大学的化学教授了。
• This is where the road to Oxford joins the road to London.这是去牛津的路与去伦敦的路的汇合处。

5 amend   

vt.修改，修订，改进；n.[pl.]赔罪，赔偿

参考例句：

• The teacher advised him to amend his way of living.老师劝他改变生活方式。
• You must amend your pronunciation.你必须改正你的发音。

6 entirely   

ad.全部地，完整地；完全地，彻底地

参考例句：

• The fire was entirely caused by their neglect of duty. 那场火灾完全是由于他们失职而引起的。
• His life was entirely given up to the educational work. 他的一生统统献给了教育工作。

7 franchisees   

n.特许经营人( franchisee的名词复数 )

参考例句：

• Works on these franchisees' facilities were moving ahead rapidly. 这些专营设施的工程正迅速推展。 来自互联网
• Another good source of information about a franchise is other franchisees. 另一个了解特许经营的可靠信息源是其他经营者。 来自互联网

8 remodels   

v.改变…的结构[形状]( remodel的第三人称单数 )

参考例句：

9 staple   

n.主要产物，常用品，主要要素，原料，订书钉，钩环；adj.主要的，重要的；vt.分类

参考例句：

• Tea is the staple crop here.本地产品以茶叶为大宗。
• Potatoes are the staple of their diet.土豆是他们的主要食品。

10 hampers   

妨碍，束缚，限制( hamper的第三人称单数 )

参考例句：

• Prejudice sometimes hampers a person from doing the right thing. 有时候，偏见会妨碍人正确行事。
• This behavior is the opposite of modeless feedback, and it hampers flow. 这个行为有悖于非模态的反馈，它阻碍了流。 来自About Face 3交互设计精髓