高中英语牛津版高二上学期04

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[00:00.00]和谐英语学习网 CHAPTER FOUR Reading page 58
[00:-1.00]THE BURGER BUSINESS
[00:-2.00]In 1954,an American businessman called Ray Kroc was selling milk shake machines.
[00:-3.00]One restaurant in California bought not one
[00:-4.00]but eight of these expensive machines.
[00:-5.00]Kroc was surprised at this.
[00:-6.00]He decided to go and visit this restaurant.
[00:-7.00]He arrived before it opened,and sat in his car and watched.
[00:-8.00]It was not a traditional restaurant but a small,drive-in hamburger stand.
[00:-9.00]A team of young people in clean,white uniforms appeared and started work.
[00:10.00]Soon the car-park was being brushed and the windows were being washed.
[00:11.00]When everything was neat and tidy,the hamburger stand was opened for business.
[00:12.00]Immediately,customers started to arrive,and they kept coming.
[00:13.00]The staff were cheerful,fast and polite.The food was excellent.
[00:14.00]Kroc was impressed.He looked up at the name over the business.
[00:15.00]It read,'McDonald's Hamburgers.'
[00:16.00]Kroc found out that two brothers called Mac and Dick McDonald owned the business.
[00:17.00](It had been started six years earlier, in 1948)
[00:18.00]He suggested that they should set up more outlets,
[00:19.00]but the brothers were happy with their life,
[00:20.00]and they themselves did not want to expand further.
[00:21.00]But they allowed Kroc to set up other branches of McDonald's for them.
[00:22.00]That was the start of the biggest fast-food company in history.
[00:23.00]In 1955,Kroc opened his first McDonald's near Chicago,
[00:24.00]and many more followed swiftly.
[00:25.00]In 1959,the 100th McDonald's was opened.
[00:26.00]In 1961,Kroc bought all rights to McDonald's,
[00:27.00]and the McDonald brothers were paid US$2.7 million.
[00:28.00]By 1972,a new McDonald's was being opened every day,
[00:29.00]and annual sales were over US$1 billion.
[00:30.00]By 1974,there were over 3,000 restaurants.
[00:31.00]Then,in 1975,McDonald's was introduced into Hong Kong.
[00:32.00]At that time,critics thought it would be unsuccessful,
[00:33.00]'Chinese people will never eat this western food,'they said.
[00:34.00]Hong Kong already had thousands of excellent restaurants.
[00:35.00]Now over 90 outlets have been opened in Hong Kong,
[00:36.00]and seven of the top 10 McDonald's restaurants in the world are in Hong Kong.
[00:37.00]McDonald's is accepted as part of Hong Kong.
[00:38.00]Why has McDonald's been  so successful?
[00:39.00]Back in 1956,the motto'Q.S.C.&V.'
[00:40.00]was adopted by Ray Kroc for his new company.
[00:41.00]These letters stood for'Quality,Service,Cleanliness and Value'.
[00:42.00]In all of these areas.McDonald's pays great attention to detail.
[00:43.00]For example,
[00:44.00]when McDonald's established its largest-ever restaurant in Moscow in 1990,
[00:45.00]it was after many years of planning.
[00:46.00]To achieve the right quality,potatoes are imported into Russia,
[00:47.00]and the farmers are taught how to grow them properly,
[00:48.00]as well as how to harvest and pack them.
[00:49.00]To archive good service the employees are taught everything.
[00:50.00]They are even taught
[00:51.00]how to look into their customers' eyes when they smile and say,
[00:52.00]'Thank you.Please come again.'
[00:53.00]It is said that McDonald's staff training programme
[00:54.00]is one of the best in the world.
[00:55.00]For top staff,
[00:56.00]it includes visits to the firm's 'Hamburger University'in Chicago.
[00:57.00]Now,McDonald's has over 27,000 outlets in 119 countries around the world.
[00:58.00]More than 100 hamburgers are still being sold every second of the day.
[00:59.00]It has not yet opened a restaurant on the moon,
[-1:00.00]but no doubt a plan is already being made for one.
[-1:-1.00]Integrated Skills page 62
[-1:-2.00]B.Taking and using notes.
[-1:-3.00]Exercise B1
[-1:-4.00]Listen and take notes,using the outline to help you.
[-1:-5.00]A:Sam's been reading a book called 'Made in Japan'
[-1:-6.00]which is the autobiography of a famous Japanese businessman.