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  3. McDonald’s is the world single biggest food provider with annual sales of around $12.4bn. And the company’s symbol Ronald McDona

McDonald’s is the world single biggest food provider with annual sales of around $12.4bn. And the company’s symbol Ronald McDona

admin2012-05-24  30
问题     McDonald’s is the world single biggest food provider with annual sales of around $12.4bn. And the company’s symbol Ronald McDonald is now (or so the company claims) the world’s most recognized person after Santa Claus.
    The first McDonald’s restaurant was opened in San Bernardino, California, in 1948 by brothers Mac and Richard "Dick" McDonald. Mac ran the restaurant side; Dick was the marketing genius. He had already invented the drive-in laundry and had been the first person to use neon lights in advertising. Now he spotted the gap in the post-war, baby-boom market for cheap, family-orientated restaurants with simple menus, standardized food and efficient service.
    After a slow start, business began to boom. By 1954, the brothers were joined by another entrepreneur, a kitchen equipment salesman called Ray A. Kroc who owned the franchise to the Multimixer, milk shake maker used throughout the McDonald’s chain. A year later, Kroc had bought the McDonald brothers’ chain of 25 franchises for the equivalent of around $70m. Dick remained with the company until the Seventies, when he and Kroc fell out over Kroc’s claim that the chain was his creation.
    Today, an almost Stalinist cult of personality surrounds Kroc (who died in 1984) at McDonald’s, while the brothers who gave the company its name have all but been written out of its history. But though Kroc did not found McDonald’s, he was certainly responsible for the empire-building philosophy which led to its world domination. He ushered in such essential contributions to international cuisine as the Big Mac (1968) and the Egg McMuffm (1973); and helped launch Ronald McDonald — "in any language he means fun" — onto television in 1963.
    Every three hours, a new McDonald’s franchise opens somewhere in the world; it can be found in more than 100 countries including India (vegetarian-only to avoid offending the non-beef-eating populace) and Israel (non kosher, despite fierce local objection). McDonald’s chain embodied the thrusting, can-do spirit of Fifties America with staff mottoes such as "If you’ve got time to lean, you’ve go time to clean."
Which is not Kroc’s contribution to McDonald’s?
选项 A、He launched the restaurant image Ronald McDonald onto television.
B、Under his lead, international cuisine as the Big Mac and the Egg McMuffin earned worldwide fame.
C、He spotted the gap in post-war market for cheap, family-orientated restaurants.
D、He built McDonald’s empire with a philosophy which led to its world domination.
答案C
解析
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