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  3. McDonald’s, the burger behemoth announced a 5.2% drop in profits for the first three months of 2014 and a 1.7% decrease in same

McDonald’s, the burger behemoth announced a 5.2% drop in profits for the first three months of 2014 and a 1.7% decrease in same

admin2015-03-20  25
问题     McDonald’s, the burger behemoth announced a 5.2% drop in profits for the first three months of 2014 and a 1.7% decrease in same store sales in the U.S.. President and CEO Don Thompson emphasized that McDonald’s would be focusing on its core products, like its Big Mac, Egg McMuffin, and its famous french fries.
    Thompson’ s back-to-basics vow comes in response to the sort of menu creep the chain experienced in 2013, when it rolled out a seemingly endless stream of limited time offers. After all, those special promotions and innovations didn’t do much good. Same-store sales slipped by 0.2% in the U.S. last year, and chief operating officer Tim Fenton admitted that the fast-food chain "stumbled a bit, in 2013, with too many new products, too fast and we created a lot of complexity."
    Thompson said that McDonald’ s "core products are familiar favorites for our customers. They truly represent McDonald’s to all of our customers, and at about 40% of total sales, they are an incredible business asset for us that requires a constant publicity and promotion."
    When McDonald’s first got off the ground in the 1940s, it had a nine-item menu made up of hamburger, cheeseburger, soft drinks, milk, coffee, potato chips, and a slice of pie. It built its iconic reputation on guaranteeing that these food and beverage items would have the same great taste no matter the McDonald’ s location at which they were served.
    But as time goes on, too much menu diversification, which McDonald’ s has suffered from of late, leads to longer customer wait times in an industry built on speed. "What McDonald’ s workers do inside those four walls is really impressive. Everyone has their time and place, and their entire job is done in two or three steps," says Howard Penney, managing director at Hedgeye Risk Management. Adding more processes that come with a bigger menu, specifically the smoothie and espresso machines, has disrupted McDonald’ s restaurants’ time and motion. It takes a lot longer to make a smoothie than it does to pour a fountain Coke. "Everything they’ve done to become all things to all people has slowed service," Penney says. All in all, going back to its roots could be just what McDonald’ s needs.
For McDonald’s, what is the key point to solve the current problem?
选项 A、Improving products’ diversity.
B、Building strong brand position.
C、Promoting main products.
D、Scaling back stores.
答案C
解析 该文章是围绕麦当劳应该如何应对利润下滑而展开的。文中一再强调要回归根本，对其产品进行整改，加大力度宣传core products，减少不必要的庞杂产品。C项“宣传主打产品”与文章主题相对应，是正确答案。A项“提高产品多样性”与文意相反，B项“建立强大的品牌地位”是麦当劳在建立初期就达成了的成就，D项“缩减门店数量”在原文中没有提到。
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