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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.
J. M.Mark Wiltamuth, an analyst at Morgan Stanley, estimates that European
company-owned restaurants’ margins will increase slightly to 16.4% in 2007. This
is still less than in the late 1990s and below America’s 18-19% today. But it is
much better than before Mr Hennequin’s reign. He is already being tipped as the
first European candidate for the group’s top job in Illinois. Nobody would call
that a McJob.
Notes to Reading Passage 1
1.sterling高质量的
e.g. He has many sterling qualities. 他身上有许多优秀的品质。
2. menial 不体面的, 乏味的(工作、职业)
3. spruce up打扮整齐、漂亮、装饰
4. mastermind指挥、谋划(一个计划或活动)
e.g. The police know who masterminded the robbery.警察知道是谁策划了那次抢劫。
5. underperform表现不佳表现出低于标准的工作水平、企业出现亏本
Questions 1-6
Do the following statements reflect the claims of the writer in Reading
Passage 1?
Write your answer in Boxes 1-6 on your answer sheet.
TRUE if the statement reflects the claims of the writer
FALSE if the statement contradicts the claims of the writer
NOT GIVEN if it is impossible to say what the writer thinks about this
1. McDonald was showing the sign of recovery in all European countries except
France after Denis Hennequin took office as the boss of Euro-markets.
2. Starting from last year, detailed labels are put on McDonald’s packaging
and detailed information is also printed on tray-liners.
3. France is said to be the most anti-American country in Europe, but the
ideas of the “open door” visiting days and “McPassport” are invented in the
French market.
4. Britain possesses the weakest McDonald market among European countries and
approximately 1214 McDonald’s restaurants are company-owned.
5. According to David Palmer, a restaurant analyst at UBS, David Hennequin
should treat the problem about McDonald in Britain as the most important
thing.
6. David Palmer suggested that the management of McDonalod in Italy should
sell as many its outlets which lose money in business as possible for
revival.
Questions 7-10
Choose the appropriate letters A-D and write them in boxes 7-10 on your answe
sheet.
7. The word “sterling” in line 3 of Paragraph A means__________.
A. difficult
B. menial
C. terrible
D. excellent
8. Which of the following statements on the accusation of MacDonald is NOT
TRUE?
A. It tends to make people fat.
B. Its operations are very vague.
C. It tends to exploit workers.
D. It tends to treat animals cruelly.
9. Which of the following measures taken by Denis Hennequin produced
undesired result?
A. “Food Studio” scheme.
B. “Open Door” visitor days.
C. The “McPassport” scheme.
D. The Nutrition Information Initiative.
10. What did Denis Hennequin do so as to respond to local trends?
A. set up a “Food Studio” .
B. established a “Design Studio”.
C. hired celebrities as local brand ambassadors.
D. employed local bosses as much as possible.
Questions 11-14
Complete each of the following statements (Questions 11-14) with words or
number taken from Reading Passage 1.
Write NO MORE THAN THREE WORDS for each answer.
Write your answers in boxes 11-14 on your answer sheet.
11. After January 2004, McDonald was making improvement following a period of
slump in America and Australia, but sales in Europe were ………………………….
12. Business of McDonald in France and Britain was particularly good in
December since customers took to ……………………………..
13. Compared with other countries, France is McDonald’s ………………………. next to
America.
14. ……………………. of McDonald’s restaurants in America are companied–owned and
the figure is much lower than that in Britain.
1. A European spacecraft took off today to spearhead the search for another
"Earth" among the stars.
2. The Corot space telescope blasted off aboard a Russian Soyuz rocket from
the Baikonur cosmodrome in Kazakhstan shortly after 2.20pm.
3. Corot, short for convection rotation and planetary transits, is the first
instrument capable of finding small rocky planets beyond the solar system. Any
such planet situated in the right orbit stands a good chance of having liquid
water on its surface, and quite possibly life, although a leading scientist
involved in the project said it was unlikely to find "any little green men".
4. Developed by the French space agency, CNES, and partnered by the European
Space Agency (ESA), Austria, Belgium, Germany, Brazil and Spain, Corot will
monitor around 120,000 stars with its 27cm telescope from a polar orbit 514
miles above the Earth. Over two and a half years, it will focus on five to six
different areas of the sky, measuring the brightness of about 10,000 stars every
512 seconds.
5. "At the present moment we are hoping to find out more about the nature of
planets around stars which are potential habitats. We are looking at habitable
planets, not inhabited planets. We are not going to find any little green men,"
Professor Ian Roxburgh, an ESA scientist who has been involved with Corot since
its inception, told the BBC Radio 4 Today programme.
6. Prof Roxburgh said it was hoped Corot would find "rocky planets that could
develop an atmosphere and, if they are the right distance from their parent
star, they could have water".
7. To search for planets, the telescope will look for the dimming of
starlight caused when an object passes in front of a star, known as a "transit".
Although it will take more sophisticated space telescopes planned in the next 10
years to confirm the presence of an Earth-like planet with oxygen and liquid
water, Corot will let scientists know where to point their lenses.
8. Measurements of minute changes in brightness will enable scientists to
detect giant Jupiter-like gas planets as well as small rocky ones. It is the
rocky planets - that could be no bigger than about twice the size of the Earth -
which will cause the most excitement. Scientists expect to find between 10 and
40 of these smaller planets.
9. Corot will also probe into stellar interiors by studying the acoustic
waves that ripple across the surface of stars, a technique called
"asteroseismology".
10. The nature of the ripples allows astronomers to calculate a star’s
precise mass, age and chemical composition.
11. "A planet passing in front of a star can be detected by the fall in light
from that star. Small oscillations of the star also produce changes in the light
emitted, which reveal what the star is made of and how they are structured
internally. This data will provide a major boost to our understanding of how
stars form and evolve," Prof Roxburgh said.
12. Since the discovery in 1995 of the first "exoplanet" - a planet orbiting
a star other than the Sun - more than 200 others have been found by ground-based
observatories.
13. Until now the usual method of finding exoplanets has been to detect the
"wobble" their gravity imparts on parent stars. But only giant gaseous planets
bigger than Jupiter can be found this way, and they are unlikely to harbour
life.
14. In the 2010s, ESA plans to launch Darwin, a fleet of four or five
interlinked space telescopes that will not only spot small rocky planets, but
analyse their atmospheres for signs of biological activity.
15. At around the same time, the US space agency, Nasa, will launch
Terrestrial Planet Finder, another space telescope designed to locate Earth-like
planets.
Choose the appropriate letter from A-D for question 1.
1. Corot is an instrument which
(A) can help to search for certain planets
(B) is used to find planets in the orbit
(C) can locate planets with human beings
(D) can spot any planets with water.
Do the following statements agree with the information given in the reading
passage? For questions 2-5 write
TRUE if the statement agrees with the information
FALSE if the statement contraicts the information
NOT GIVEN if there is no information on this in the passage
2. Scientists are trying to find out about the planets that can be
inhabited.
3. BBC Radio 4 recently focuses on the broadcasting of Corot.
4. Passing objects might cause a fall in light.
5. Corot can tell whether there is another Earth-like planet.
Based on your reading of the passage, complete the sentences below with words
taken from the passage. Use NO MORE THAN THREE WORDS for each answer.
With measurements, scientists will be able to search for some gaseous and
rocky planets. They will be extremely excited if they can discover some small 6.
__________, the expected number of which could be up to 7. __________ .
Corot will enable scientists to study the 8. __________ of stars. In this
way, a star’s mass, age and chemical composition can be calculated.
According to Prof Roxburgh, changes in light can be caused by passing planets
or star 9. __________. The related statistics can gain us a better 10.
__________ of the star formation and evolvement.
Observatories have found many exoplanets, which are 11. __________ other
stars than the Sun. The common way used in finding exoplanets can only detect
huge gas planets, which do not 12. ___________ .
With the launching of Darwin, astronomers will be able to analyse whether
those rocky planets have 13. __________ for life.
