韩国式汉堡包试图在美国扎根

Another difference is that in Korea, diners often eat hamburgers with a knife and fork, so the burgers are served cut in half. In the U.S., they’re served whole. Kraze also offers several salad options, two kinds of vegetarian burgers, and you can choose grilled asparagus spears instead of French fries.

另外，在韩国，人们一般是使用刀叉吃汉堡包的，那里的汉堡包一般送到顾客手上时，一般都是一切两半的；但是在美国，卖出的汉堡包都是整个的。另外，“疯狂汉堡”还给顾客好几个蔬菜沙拉选项，还有两种素食类汉堡包。另外，你也可以选择不要炸薯条，而是点烤卢笋。

U.S. CEO Richard MacDowell said the idea to bring Kraze to the States came in a roundabout way.

理查德·麦可道是“疯狂汉堡”在美国的执行总裁。他介绍了将“疯狂汉堡”搬到美国来的经历。

“I’d been working with the Korean-American community in northern Virginia for the past several years, assisting them with Small Business Administration [SBA] loans,” he said, referring to the federally funded agency tasked with helping small businesses. “We found they could get better rates through franchises, so we cast about to franchises.”

他说：“过去几年来，我一直在和住在华盛顿郊外维吉尼亚州的韩裔美国人一起做事；主要是帮助他们申请联邦政府给予小企业的贷款。在这个过程中，我们发现，要是申请给连锁店贷款，利率会更好，所以就开始考虑连锁店生意。”

That was the easy part. Adjusting to the American work culture has been a little eye opening.

找到一家合适的连锁店并不是很难，但是，要让韩国人适应美国就业领域的文化，似乎需要一些调整。

“In Korea, there’s no overtime,” Lee said. “They work all the time, including 14-hour shifts. It’s an eight to nine hour shift here.”

负责“疯狂汉堡”业务发展的格雷丝·李说：“在韩国，没有超时这一说；人们总是不停地工作，好多时候要连续工作14个小时；但是在这里，一个工作日只有八到九个小时。”

Despite the shorter workdays, MacDowell says the demands are still high.

尽管工作时间不是那么长，但是，理查德·麦可道说，公司对雇员的要求还是很严格的。

“There’s a really strong training program, and when they bring their chefs and training people here, there’s a culture shock about what’s expected,” he said. “Our primary trainer has been here night and day. He’s working 16 hours a day - an amazing level of commitment.”

他说：“我们对于培训的要求很严；总部派厨师到这边来培训的时候，美国当地的雇员都对要求之严，感到有些不适应。主要负责培训的人员一直不分白天黑夜在那儿忙着；他可真是一天要工作上16个小时，对工作真是非常地投入。”

In recent years, there has been a boom in the American premium, or gourmet, burger market. In the DC area alone, there are several companies already established, which will make it a tough market for a new arrival. But MacDowell thinks Kraze can compete.

最近一些年来，在美国，好吃的、有特色的汉堡包似乎很有市场；光是在首都华盛顿地区，就有好几家汉堡专卖店；在这种情势下，要挤进这个市场，恐怕不是那么容易；但是，麦可道说，“疯狂汉堡”有竞争力。

“What we’ve tried to do is focus on the healthy alternatives and high quality,” he said. “It’s not just meat eaters that can have a good dining experience.”

他说：“我们的专长是健康因素和高质量，不光是爱吃肉的人可以享受汉堡包。”

On a recent lunchtime visit to the Bethesda store, business was brisk despite no marketing or advertising efforts. So far, Lee said about one third of the clientele has been Korean-Americans who wonder if it’s the same Kraze they know from the other side of the world.

前不久，在伯赛斯塔分店这里，午餐时间，店里的生意似乎好得很；而且公司到目前为止，还没有打广告。格雷丝·李说，目前来这里用餐的，有三分之一都是韩裔美国人；这些顾客都想知道，“疯狂汉堡”到美国以后，是否还是同样的“疯狂”。