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1、Unit1Lesson1McDonald’sCorporation(MCD)isoneoftheleadingfast-foodrestaurantchainsintheworld,touchingthelivesofpeopleeveryday.Astheworld’slargestchainofrestaurants,itprimarilysellshamburgers,chicken,frenchfries,milkshakes,softdrinks,etc.Thebusinessbeganin1940,witharestaura
2、ntopenedbybrothersDickandMacMcDonald.Initially,theyjustownedahotdogstand.Butafterestablishingtherestauranttheyservedaround25items,whichweremostlybarbecued.Itbecameapopularandprofitableteenhangout.Theirintroductionofthe“SpeedServiceSystem”in1948establishedtheprinciplesoft
3、hemodernfast-foodrestaurant.ThepresentcorporationdatesitsfoundingtotheopeningofafranchisedrestaurantbyRayKroconApril15,1955.Ineffect,KrocopenedhisfirstandtheoverallninthrestaurantinChicago,Illinois,andgavebirthtoMcDonald’sCorporation.In1958,therestaurantchainsoldits100mi
4、llionthhamburger.In1960,Krocrenamedhiscompanyas“McDonald’sCorporation”.In1961,KrocconvincedtheMcDonaldbrotherstosellthebusinessrightstohiminthecompany.Thushepurchasedthebrothers’equityforasumof$2.7millionandledtoitsworldwideexpansion.AsMcDonald’sexpandssuccessfullyintoma
5、nyinternationalmarkets,thecompanybecameasymbolofglobalizationandthespreadoftheAmericanwayoflife.Itsprominencealsomadeitafrequentsubjectofpublicdebatesaboutobesity,corporateethicsandconsumerresponsibility.Lesson2SincesettingupthefirstMcDonald’sinChina,theWesternrestaurant
6、chainhasbeenexpandingsteadilyandsuccessfully.Sofar,otherthanthehomemarket–theUnitedStates–ChinaistheNo.1growthmarketforMcDonald’s,withover1000restaurantsandover60,000employees.ChinaalsorepresentsonethirdofallcapitalexpendituresintheAsia-Pacific,MiddleEastandAfricaregion,
7、wherethefast-foodgiantisin37markets.AccordingtoSkinner,vice-chairmanandCEOofthisworld’slargestfast-foodcompany,“We’vebeensteadilygrowingwithChinaforthepast20yearsandareveryexcitedforwhatthefutureholds,”hesays.In1990,McDonald’schoseShenzhen,apioneerSpecialEconomicZoneinGu
8、angdongprovinceborderingHongKong,toopenitsfirst500-seatstoreinthedevelopingmarket.McDonald’squicklywono
