Passage 1
In 1939 two brothers, Mac and Dick McDonald, started a drive-in restaurant in San Bernadino, California. They carefully chose a busy corner for their location. They had run their own businesses for years, first a theater, then a barbecuerestaurant, and then another drive-in. But in their new operation, they offered a new, shortened menu: French fries, hamburgers, and sodas. To this small selection they added one new concept: quick service, no waiters or waitresses, and no tips.
Their hamburgers sold for fifteen cents. Cheese was another four cents. Their French fries and hamburgers had a remarkable uniformity, for the brothers had developed a strict routine for the preparation of their food, and they insisted on their cooks sticking to their routine. Their new drive-in became incredibly popular, particularly for lunch. People drove up by the hundreds during the busy noontime. The self-service restaurant was so popular that the brothers had allowed ten copies of their restaurant to be opened. They were content with this modest success untilthey met Ray Kroc.
Kroc was a salesman who met the McDonald brothers in 1954, when he was selling milk shake-mixing machines. He quickly saw the unique appeal of the brothers fast-food restaurants and bought the right to franchiseother copies of their restaurants. The agreement struck included the right to duplicate the menu. The equipment, even their red and white buildings with the golden arches.
Today McDonalds is really a household name. Its names for its sandwiches have come to mean hamburger in the decades since the day Ray Kroc watched people rush up to order fifteen-cent hamburgers. In 1976, McDonalds had over $ 1 billion in total sales. Its first twenty-two years is one of the most incredible success stories in modern American business history.
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新概念英语第四册英音版 29-The Hovercraft
新概念英语第四册英音版 04-Seeing Hands
新概念英语第四册英音版 16-The Modern City
新概念英语第四册英音版 08-Trading Standards
新概念英语第四册英音版 37-The Process of Ageing
新概念英语第四册英音版 21-William S. Hart and the Early Western Film
新概念英语第三册英音版 49-The Ideal Servant
新概念英语第三册英音版 57-Back in the Old Country
新概念英语第四册英音版 34-Adolescence
新概念英语第四册英音版 28-Patients and Doctors
新概念英语第四册英音版 17-A Man-made Disease
新概念英语第三册英音版 60-Too Early and Too Late
新概念英语第四册英音版 33-Education
新概念英语第四册英音版 24-Beauty
新概念英语第四册英音版 27-The vasa
新概念英语第四册英音版 31-The Sculptor Speaks
新概念英语第四册英音版 26-The Past Life of the Earth
新概念英语第三册英音版 51-Predicting the Future
新概念英语第四册英音版 30-Exploring the Sea-Floor
新概念英语第三册英音版 56-Our Neighbour, the River
新概念英语第四册英音版 19-The Stuff of Dreams
新概念英语第三册英音版 59-Collecting
新概念英语第四册英音版 03-Matterhorn Man
新概念英语第四册英音版 25-Non-Auditory Effects of Noise
新概念英语第四册英音版 13-The Search for Oil
新概念英语第四册英音版 07-Bats
新概念英语第四册英音版 15-Secrecy in Industry
新概念英语第三册英音版 50-New Year Resolutions
新概念英语第四册英音版 06-The Sporting Spirit
新概念英语第四册英音版 38-Water and the Traveller