课程咨询

雅思备考规划

扫码添加助教免费咨询雅思备考规划

扫码关注回复雅思获取最新雅思口语题库和备考资料

雅思阅读专项练习(1)

2018-07-19 11:28:00来源:网络 柯林斯词典

  以下是新东方在线雅思网给大家分享的雅思阅读专项练习(1)。希望对大家的雅思备考有所帮助,更多雅思备考资料欢迎大家随时关注新东方在线雅思网。

  How a Frenchman is reviving McDonald‘s in Europe

  A. 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.

  B.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.

  C.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.

  D.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.

  E.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.

  F.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.

  G.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.

  H.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.

  I.“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.


雅思考前能力水平测试(0元领课)

考前测评 了解真实的雅思水平

本文关键字: 雅思阅读

为你特别匹配的雅思超值课程,祝你和雅思分手!
  • 新东方4月雅思公开讲座

    新东方雅思4月公开讲座

    新东方教师直播教你全科技巧!

    每天1小时

    查看详情
  • 雅思机考实战

    雅思机考实战

    剑桥雅思正版题目机考实战!

    每天1小时

    查看详情
  • 【知心雅思】6分录播课 (A类)

    【知心雅思】6分录播课 (A类)

    适合人群:想要冲6分的考生

    课时:477

    查看详情
  • 【知心雅思】6.5分录播课 (A类)

    【知心雅思】6.5分录播课 (A类)

    适合人群:想要冲6.5分的考生

    课时:429

    查看详情
  • 【知心雅思】7分录播课 (A类)

    【知心雅思】7分录播课 (A类)

    适合人群:想要冲7分的考生

    课时:459

    查看详情
雅思备考资料包

扫码添加助教

免费获取雅思备考资料包

更多资料
更多>>
  • 雅思阅读临场经验和应试技巧

      在雅思阅读备考中,考生可以提前准备一些在考试场中可能会用到的应试技巧。接下来小编为大家分享雅思阅读临场经验和应试技巧,希望能为

    来源 : 网络 2021-01-06 14:53:27 关键字 : 雅思阅读

  • 雅思阅读准备技巧

      在雅思阅读备考中,考生想要快速的取得进步,那么就需要结合一定的方法和技巧,往正确的方向努力。接下来小编为大家带来的是雅思阅读准

    来源 : 网络 2021-01-06 14:52:33 关键字 : 雅思阅读

  • 雅思阅读填空题解题策略

      在雅思阅读备考中,填空题属于经典题型,但是这类题型也有一定难度,很多考生在这类题型上容易丢失分数。接下来小编给大家带来的是雅思

    来源 : 网络 2021-01-05 14:32:45 关键字 : 雅思阅读

  • 雅思阅读考试高分技巧

      在雅思阅读考试中,考生可以通过一些实战技巧,帮助我们在考试中有一个更好的发挥。接下来小编为大家分享雅思阅读考试高分实战技巧,希

    来源 : 网络 2021-01-05 14:31:40 关键字 : 雅思阅读

  • 雅思阅读时间不够用怎么办?

      雅思阅读考试对考生来说有一定难度,很多考生在时间上出现问题,导致答不完题,时间不够用,其实这些情况我们都是可以改善的,那么如何

    来源 : 网络 2021-01-04 15:09:13 关键字 : 雅思阅读

更多内容

移动学习

二维码

雅思新题口语题库

扫码添加助教号 回复【新题】 即可领取
更多>>
更多公开讲座>>

2024年1-4月雅思口语题库

微信添加助教 回复【新题】

助教微信
更多>>
更多资料