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(5)（在线收听）

McDonald's had by far the most efficient kitchen he'd ever seen, and he immediately lobbied the brothers to let him franchise the business.

麦当劳餐厅拥有迄今为止他所见过的最高效的厨房，他立即游说俩兄弟让他特许经营这项生意。

In 1961 he bought out the co-founders for $2.7 million, and in 1965 he took the company public.

1961年，他以270万美元收购了联合创始人的全部产权，并于1965年将公司上市。

Today, McDonald's is the world's most recognizable restaurant empire and a formidable real estate venture

如今，麦当劳是世界上最知名的餐饮帝国，也是一家强大的房地产企业，

—its franchising model has earned the company a fortune by acquiring and subsequently leasing the land beneath stores to their operators.

其特许经营模式通过收购并随后将店下土地出租给运营商，为公司赢得财富。

For a half-century, McDonald's greased its way onto every continent except Antarctica.

半个世纪以来，麦当劳在除南极洲以外的每片大陆上都大肆进行宣传。

It stayed ahead of scores of copycats, but the baby boomer loyalty that propped it up has steadily waned.

它仍然领先于许多模仿者，但是支撑它的婴儿潮一代的忠诚度却在不断下降。

It's also become something of a cultural laggard. The suitability of McDonald's in a looming Age of Kale was aggressively pondered in Super Size Me,

它也成为了一种文化落伍者。麦当劳是否能够适应即将到来的凯尔时代，在2004年的纪录片《超码的我》（Super-Size Me）中得到了积极的思考，

the 2004 documentary film in which director Morgan Spurlock attempts to subsist on the restaurant chain's food for a month.

在这部影片中，导演摩根·斯普洛克试图用这家连锁餐厅的食物生存一个月。

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He cast the company as an abhorrent peddler of heartburn and substandard bowel movements.

他把这家公司说成是一个引起胃灼热和肠运动的令人憎恶的小贩。

There's also the inevitable discomfort of being one of the world's largest purchasers of beef and poultry.

作为世界上最大的牛肉和家禽购买者之一，也会引发不可避免的尴尬。

Younger generations concerned about the environmental cost of industrialized meat are opting for plant-based alternatives

关心工业化肉类环境成本的年轻一代正在选择以植物为基础的替代品，

such as Beyond Meat and the Impossible Burger, which is now available at Burger King.

比如美国人造肉“超越肉类”公司（Beyond Meat）和纯素“不可能汉堡”公司（Impossible Burger）的产品，现在都可以在汉堡王买到。

Animal-rights activists regularly erect giant inflatable chickens with bereaved expressions on the sidewalk outside McDonald's new head office in downtown Chicago.

在芝加哥市中心麦当劳新总部外的人行道上，保护动物权利的活跃分子经常竖起巨大的充气小鸡，上面画着丧亲的表情。

The company boasts a market valuation of $159 billion and an immense global reach, feeding about 1% of the human population daily.

该公司号称拥有1590亿美元的市场价值和巨大的全球影响力，每天养活约1%的人口。

But even in the fast-food realm it dominates, its share of the U.S. market has shrunk to 13.7% from 15.6% in 2013, according to data from Euromonitor International,

但是据欧睿信息咨询公司（Euromonitor International）的数据显示，即使在主导的快餐领域，其在美国市场的份额也从2013年的15.6%缩水至13.7%，

ceding ground to Pret a Manger and Panera Bread Co.

让位给快餐店 Pret A Manger和美国连锁面包店巨头Panera Bread。