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
66
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.
What did Denis Hennequin do so as to respond to local trends?
选项
A、Set up a "food studio".
B、Established a "design studio".
C、Hired celebrities as local brand ambassadors.
D、Employed local bosses as much as possible.
答案
A
解析
细节题。文章第七段提到:He also set up a “food studio”,where cooks devise new recipes in response to local trends. 即他建立了一个“食物工作室”,厨师可以根据当地的饮食潮流开发新的菜谱。故选A。
转载请注明原文地址:https://kaotiyun.com/show/iltK777K
0
专业英语四级
相关试题推荐
Itisnaturalforyoungpeopletobecriticaloftheirparentsattimesandtoblamethemformostofthemisunderstandingsbetw
Thinnerisn’talwaysbetter.Anumberofstudieshaveconcludedthatnormal-weightpeopleareinfactathigherriskofsomedis
Storiespeoplehavewithreadingarenotnew,butthetrendisworsening.Recently,arecordhasshownthat10percentofthefr
Mostmathematicianstrusttheir______insolvingproblemsandreadilyadmittheywouldnotbeabletofunctionwithoutit.
Tom’swifewillalwaysstandbyhisside,_______whatmay.
PASSAGEONEWhydidthegirlplaybasketballoverandoveragain?Whatisthemostperfectpatternoflifeaccordingtothepas
(1)Afterthefirst10shortstoriesinhernewcollection,AliceMunroinsertsasingleparagraphonanotherwiseblankpage,u
Intoday’sjobmarket,applicantswhohavestudiedabroadarewidelywelcomedbycompaniesandschools,andareofferedwithmor
ManyEuropeanKingsfelthappierafterNapoleon______fromthescene.
(1)ThedirectraysofthesuntouchtheequatorandstrikenorthwardtowardtheTropicofCancer.IntheSouthernhemispherewin
随机试题
A.模型向后倾斜B.模型向左倾斜C.模型向前倾斜D.模型向右倾斜E.模型平放共同就位道由前向后戴入的模型倾斜方向是
下列建筑安装工程的费用中,属于可以直接计人工程对象是()。
要实现成本最低化,必须挖掘所有能降低成本的潜力,在项目的各个环节上,落实相应的措施,最大限度地合理降低成本。这是市政公用工程施工项目成本管理的( )原则。
验算结构发生倾覆破坏时,应该选择()进行验算。
下列说法中,不正确的是()。
某著名画家新近谈到:我年纪大了,却整天忙活,没时间去想死,也没心思去想。再说了,死就死呗,又不是只有我一个人死,别人都不死。李白死了,苏东坡死了,曹雪芹也死了,也没怎么样,只不过后人在读他们的作品而已。从该画家的话中,只能合乎逻辑地推出下面哪项陈述?
设则m,n可取().
求
Americancitiesare【C1】______otherdriesaroundtheworld.Ineverycountry,citiesreflectthe【C2】______oftheculture.Cit
Informationgatheringhashadalonghistoryandtherearemanywaystodoit.【C1】______placeslikelibrariesandmuseumsgather
最新回复
(
0
)