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(10)

The resistance from a faction¹ of franchisees² to Easterbrook's mandated³ remodels⁴

从特许经营的一个派系到伊斯特布鲁克的强制改造，

—in some cases drastic enough to require a restaurant to be razed⁵ and rebuilt—reached a breaking point in January.

在某些情况下，其阻力之大，足以要求一家餐厅被夷为平地，并在一月份达到了一个转折点。

The National Owners Association wrote in a letter to its 400 members then (it now counts more than 1,200)

当时，全国业主协会（National Owners Association）在给400名会员（目前统计已超过1200人）的一封信中写道，

that the changes should be halted amid concerns about eroding⁶ profits and the costs of implementing⁷ Experience of the Future.

由于担心利润下降和未来实施经验的成本，应停止这些改变。

"To put it bluntly," the letter read, "stop everything that is not currently in the works."

“直截了当地说，”信中写道，”停止一切目前没在进行的工作。

Easterbrook concedes his rollout hasn't been perfect.

伊斯特布鲁克承认，他所实施的试运行并不完美。

"We were just going so hard at it, it proved to be a bit of a handful," he says of introducing the features in the U.S.,

“我们只是努力做到了这一点，事实证明这只是一小部分。”他说道，在美国推出这些功能时，

many of which had already been phased in years before in France and Australia.

许多已经于几年前在法国和澳大利亚分阶段推行。

While franchisees were right to put off remodeling to ensure they weren't distracted from efficiently⁸ running their restaurants,

虽然特许经营商推迟改造是正确的，以确保他们不会从高效经营餐厅上分心，

the domestic business was in dire⁹ need of a significant revamp, he says.

但国内业务急需进行重大改革。

The number of customers visiting U.S. stores had been declining in the last half of his predecessor's tenure¹⁰.

在他前任任期的最后一半时间里，访问美国商店的顾客数量一直在下降。

"It was pretty obvious we were operating and moving slower than the outside world, and customers were voting with their feet."

“很明显，我们的运营速度比外界慢，客户是用脚投票（注：“用脚投票”理论，即居民通过迁移来选择最优的地方公共品供给水平）。”

1 faction   

n.宗派，小集团；派别；派系斗争

参考例句：

• Faction and self-interest appear to be the norm.派系之争和自私自利看来非常普遍。
• I now understood clearly that I was caught between the king and the Bunam's faction.我现在完全明白自己已陷入困境，在国王与布纳姆集团之间左右为难。

2 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

3 mandated   

adj. 委托统治的

参考例句：

• Mandated desegregation of public schools. 命令解除公立学校中的种族隔离
• Britain was mandated to govern the former colony of German East Africa. 英国受权代管德国在东非的前殖民地。

4 remodels   

v.改变…的结构[形状]( remodel的第三人称单数 )

参考例句：

5 razed   

v.彻底摧毁，将…夷为平地( raze的过去式和过去分词 )

参考例句：

• The village was razed to the ground . 这座村庄被夷为平地。
• Many villages were razed to the ground. 许多村子被夷为平地。 来自《简明英汉词典》

6 eroding   

侵蚀，腐蚀( erode的现在分词 )； 逐渐毁坏，削弱，损害

参考例句：

• The coast is slowly eroding. 海岸正慢慢地被侵蚀。
• Another new development is eroding the age-old stereotype of the male warrior. 另一个新现象是，久已形成的男人皆武士的形象正逐渐消失。

7 implementing   

v.实现( implement的现在分词 )；执行；贯彻；使生效

参考例句：

• -- Implementing a comprehensive drug control strategy. ――实行综合治理的禁毒战略。 来自汉英非文学 - 白皮书
• He was in no hurry about implementing his unshakable principle. 他并不急于实行他那不可动摇的原则。 来自辞典例句

8 efficiently   

adv.高效率地，有能力地

参考例句：

• The worker oils the machine to operate it more efficiently.工人给机器上油以使机器运转更有效。
• Local authorities have to learn to allocate resources efficiently.地方政府必须学会有效地分配资源。

9 dire   

adj.可怕的，悲惨的，阴惨的，极端的

参考例句：

• There were dire warnings about the dangers of watching too much TV.曾经有人就看电视太多的危害性提出严重警告。
• We were indeed in dire straits.But we pulled through.那时我们的困难真是大极了，但是我们渡过了困难。

10 tenure   

n.终身职位；任期；(土地)保有权，保有期

参考例句：

• He remained popular throughout his tenure of the office of mayor.他在担任市长的整个任期内都深得民心。
• Land tenure is a leading political issue in many parts of the world.土地的保有权在世界很多地区是主要的政治问题。