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  3. McDonald’s, the burger behemoth announced a 5.2% drop in profits for the first three months of 2014 and a 1.7% decrease in same

McDonald’s, the burger behemoth announced a 5.2% drop in profits for the first three months of 2014 and a 1.7% decrease in same

admin2015-03-20  42
问题     McDonald’s, the burger behemoth announced a 5.2% drop in profits for the first three months of 2014 and a 1.7% decrease in same store sales in the U.S.. President and CEO Don Thompson emphasized that McDonald’s would be focusing on its core products, like its Big Mac, Egg McMuffin, and its famous french fries.
    Thompson’ s back-to-basics vow comes in response to the sort of menu creep the chain experienced in 2013, when it rolled out a seemingly endless stream of limited time offers. After all, those special promotions and innovations didn’t do much good. Same-store sales slipped by 0.2% in the U.S. last year, and chief operating officer Tim Fenton admitted that the fast-food chain "stumbled a bit, in 2013, with too many new products, too fast and we created a lot of complexity."
    Thompson said that McDonald’ s "core products are familiar favorites for our customers. They truly represent McDonald’s to all of our customers, and at about 40% of total sales, they are an incredible business asset for us that requires a constant publicity and promotion."
    When McDonald’s first got off the ground in the 1940s, it had a nine-item menu made up of hamburger, cheeseburger, soft drinks, milk, coffee, potato chips, and a slice of pie. It built its iconic reputation on guaranteeing that these food and beverage items would have the same great taste no matter the McDonald’ s location at which they were served.
    But as time goes on, too much menu diversification, which McDonald’ s has suffered from of late, leads to longer customer wait times in an industry built on speed. "What McDonald’ s workers do inside those four walls is really impressive. Everyone has their time and place, and their entire job is done in two or three steps," says Howard Penney, managing director at Hedgeye Risk Management. Adding more processes that come with a bigger menu, specifically the smoothie and espresso machines, has disrupted McDonald’ s restaurants’ time and motion. It takes a lot longer to make a smoothie than it does to pour a fountain Coke. "Everything they’ve done to become all things to all people has slowed service," Penney says. All in all, going back to its roots could be just what McDonald’ s needs.
According to the passage, what’ s the serious problem that McDonald’ s nowadays faces?
选项 A、Fixed traditional products make customers feel wearied.
B、Varied products cause low-level working efficiency.
C、The making process of fast-food becomes more complicated.
D、The taste is no longer the same among different service sites.
答案B
解析 文章第五段第一句提到“但是随着时间的推移，麦当劳近期进行的菜单过度多样化导致客户等待时间延长。然而，快餐业是速度优先的行业”。由此可知麦当劳现在面临的一个重大问题是出餐速度变慢，而且这是由于菜单过于丰富导致的，因此B项“多样化的产品导致了工作效率的降低”与原文信息最契合，是正确答案。A项与原文主旨相反；C项信息无误，但是不是文中表达的麦当劳面临的主要问题；D项信息在原文中没有提到。
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