首页
外语
计算机
考研
公务员
职业资格
财经
工程
司法
医学
专升本
自考
实用职业技能
登录
外语
(1) When Denis Hennequin took over as the European boss of McDonald’s in January 2004, the world’s biggest restaurant chain was
(1) When Denis Hennequin took over as the European boss of McDonald’s in January 2004, the world’s biggest restaurant chain was
admin
2022-03-02
65
问题
(1) When Denis Hennequin took over as the European boss of McDonald’s in January 2004, the world’s biggest restaurant chain was showing signs of recovery in America and Australia, but sales in Europe were sluggish or declining. One exception was France, where Mr. Hennequin had done a sterling job as head of the group’s French subsidiary to sell more Big Macs to his compatriots. His task was to replicate this success in all 41 of the European countries where anti-globalisers’ favourite enemy operates.
(2) So far Mr. Hennequin is doing well. Last year European sales increased by 5.8% and the number of customers by 3.4%, the best annual results in nearly 15 years. Europe accounted for 36% of the group’s profits and for 28% of its sales. December was an especially good month as customers took to seasonal menu offerings in France and Britain, and to a promotion in Germany based on the game of Monopoly.
(3) Mr. Hennequin’s recipe for revival is to be more open about his company’s operations, to be "locally relevant", and to improve the experience of visiting his 6,400 restaurants. McDonald’s is blamed for making people fat, exploiting workers, treating animals cruelly, polluting the environment and simply for being American. Mr. Hennequin says he wants to engage in a dialogue with the public to address these concerns.
(4) He introduced "open door" visitor days in each country which became hugely popular. In Poland alone some 50,000 visitors came to McDonald’s through the visitors’ programme last year. The Nutrition Information Initiative, launched last year, put detailed labels on McDonald’s packaging with data on calories, protein, fat, carbohydrates and salt content. The details are also printed on tray-liners.
(5) Mr. Hennequin also wants people to know that "McJobs", the low-paid menial jobs at McDonald’s restaurants, are much better than people think. But some of his efforts have backfired: last year he sparked a controversy with the introduction of a "McPassport" that allows McDonald’s employees to work anywhere in the European Union. Politicians accused the firm of a ploy to make cheap labour from eastern Europe more easily available to McDonald’s managers across the continent.
(6) To stay in touch with local needs and preferences, McDonald’s employs local bosses as much as possible. A Russian is running McDonald’s in Russia, though a Serb is in charge of Germany. The group buys mainly from local suppliers. Four-fifths of its supplies in France come from local farmers, for example. (Some of the French farmers who campaigned against the company in the late 1990s subsequently discovered that it was, in fact, buying their produce.) And it hires celebrities such as Heidi Klum, a German model, as local brand ambassadors.
(7) In his previous job Mr. Hennequin established a "design studio" in France to spruce up his company’s drab restaurants and adapt the interior to local tastes. The studio is now masterminding improvements everywhere in Europe. He also set up a "food studio", where cooks devise new recipes in response to local trends.
(8) Given France’s reputation as the most anti-American country in Europe, it seems odd that McDonald’s revival in Europe is being led by a Frenchman, using ideas cooked up in the French market. But France is in fact the company’s most profitable market after America. The market where McDonald’s is weakest in Europe is not France, but Britain.
(9) "Fixing Britain should be his priority," says David Palmer, a restaurant analyst at UBS. Almost two-thirds of the 1,214 McDonald’s restaurants in Britain are company-owned, compared with 40% in Europe and 15% in America. The company suffers from the volatility of sales at its own restaurants, but can rely on steady income from franchisees. So it should sell as many underperforming outlets as possible, says Mr. Palmer.
(10) M.Mark Wiltamuth, an analyst at Morgan Stanley, estimates that European company-owned restaurants’ margins will increase slightly to 16.4% in 2007. This is still less than in the late 1990s and below America’s 18-19% today. But it is much better than before Mr. Hennequin’s reign. He is already being tipped as the first European candidate for the group’s top job in Illinois. Nobody would call that a McJob.
Which of the following statements on the accusation of MacDonald is NOT TRUE?
选项
A、It tends to make people fat.
B、Its operations are very vague.
C、It tends to exploit workers.
D、It tends to treat animals cruelly.
答案
B
解析
细节题。根据文章第三段:McDonald’s is blamed for making people fat,exploiting workers,treating animals cruelly, polluting the environment and simply for being American. (人们指责麦当劳让人更加肥胖、剥削工人、虐待动物、污染环境以及美国至上。)可知,选项A、C、D均在文章中有所提及,因此选B。
转载请注明原文地址:https://www.kaotiyun.com/show/4ltK777K
0
专业英语四级
相关试题推荐
Researchershaveestablishedthatwhenpeoplearementallyengaged,biochemicalchangesoccurinthebrainthatallowittoact
Researchershaveestablishedthatwhenpeoplearementallyengaged,biochemicalchangesoccurinthebrainthatallowittoact
Researchershaveestablishedthatwhenpeoplearementallyengaged,biochemicalchangesoccurinthebrainthatallowittoact
Storiespeoplehavewithreadingarenotnew,butthetrendisworsening.Recently,arecordhasshownthat10percentofthefr
Hearingwewill______candies,thechildrensuddenlygatheraroundus.
Hisnewgirlfriendhad_______totellhimshewasmarried.
A、Exchangewithotherparents.B、Buyusedclothes.C、Buyclothesonsale.D、Askfriendsforclothes.A观点题。访谈最后主持人说孩子很快就长大了,衣服就穿不
Intoday’sjobmarket,applicantswhohavestudiedabroadarewidelywelcomedbycompaniesandschools,andareofferedwithmor
A、Chefsworkinginrestaurantsatthetouristspots.B、Cookswhowantedtohavetheirownbusiness.C、Supplierswhoneedtocomm
Inthepasttwentyyears,therehasbeenanincreasingtendencyforworkerstomovefromonecountrytoanother.Whilesomenewl
随机试题
关于机器设备的经济寿命与其物理寿命和技术寿命之间的关系,说法正确的是【】
Hewasspeakingsofast______wecouldhardlyfollowhim.
在整个建设活动中居于主导地位,是建设工程的重要责任主体的是()
对项目采购工作内容的要求,正确的是()。
预制构件的吊环钢筋必须采用()。
()年,巴塞尔银行监管委员会正式向世界公布了《巴塞尔有效银行监管的核心原则》。
甲公司是一家有机蔬菜生产供应商,通过分析普通蔬菜生产商对有机蔬菜行业盈利能力的影响,认为普通蔬菜生产商的影响力主要是波特五力模型中所提及的()。
A、B两地间有一座桥,甲、乙两人分别从A、B两地同时出发,3小时在桥上某处相遇。如果甲加快速度,每小时多行2千米,而乙提前0.5小时出发,则仍旧在桥上原处相遇;如果甲延迟0.5小时出发,乙每小时少走2千米.还会在桥上原处相遇,则A、B相距()千米。
要找一个已存在的非空文本文件"file"用于修改,正确的语句是()。
下列叙述中正确的是()。
最新回复
(
0
)