美国名人企业家麦当劳之父雷·克拉克.docx

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1、美国名人企业家麦当劳之父雷克拉克RayKroc,1902-1984:TheManWhoMadeMcDonaldsPopularAroundtheWorldplaystopmutemaxvolume00:00-15:33repeatByGeorgeGrow2007-11-24VOICEONE:mPhoebeZimmermann.VOICETWO:AndmSteveEmberwithPEOPLEINAMERICAinVOASpecialEnglish.Today,wetellaboutRayKroc,themanwhohelpedmakethefastfoodindustryfamous.Heex

2、pandedasmallbusinessintoaninternationaloperationcalledMcDonalds.(MUSIC)VOICEONE:Youprobablyknowwhatfastfoodis.Itiscookedfoodthatisreadyalmostassoonasyouenterapubliceatingplace.Itdoesnotcostmuch.ItispopularwithmostAmericansandwithmanypeoplearoundtheworld.Someexpertssaythatatleasttwenty-fivepercentofA

3、mericanadultseatfastfoodeveryday.MostfastfoodrestaurantsoffergroundbeefsandwichescalledhamburgersandpotatoescookedinhotoilcalledFrenchfries.Otherfastfoodplacesservefriedchicken,pizzaortacos.VOICETWO:YouseefastfoodrestaurantsalmosteverywhereintheUnitedStates.Thenamesandthedesignsofthebuildingsareeasi

4、lyrecognized-BurgerKing,KentuckyFriedChicken,PizzaHULTacoBellandofcourse,McDonalds.Mostarechainrestaurants.Thatmeanseachoneispartofahugecompany.Eachrestaurantinthechainhasthesamelarge,colorfulsignthatcanberecognizedfromfaraway.Eachoffersitsowncarefullylimitedchoiceoffoods.Eachkindofhamburgerorpieceo

5、fchickentastesthesameateveryrestaurantinthechain.VOICEONE:ThefastfoodindustrybeganwithtwobrothersinSanBernardino,Californiainthenineteenforties.MacandDickMcDonaldownedasmall,butverysuccessfulrestaurant.Theysoldonlyafewkindsofsimplefood,especiallyhamburgers.Peoplestoodoutsidetherestaurantatawindow.Th

6、eytoldtheworkersinsidewhattheywantedtoeat.Theyreceivedandpaidfortheirfoodveryquickly.Thefoodcameincontainersthatcouldbethrownaway.ThesystemwassosuccessfulthattheMcDonaldbrothersdiscoveredtheycouldsellalotoffoodandlowertheirprices.VOICETWO:RayKrocsoldrestaurantsupplies.HerecognizedtheimportanceoftheM

7、cDonaldbrothersidea.Hesawthatfoodsalescouldbeorganizedformassproduction-almostlikeafactory.MisterKrocpaidtheMcDonaldbrothersforpermissiontoopenseveralrestaurantssimilartotheirs.HeopenedthefirstMcDonaldsrestaurantnearChicago,Illinois,innineteenfifty-five.Soon,moreMcDonaldswereopeningallacrosstheUnite

8、dStates.Otherpeoplecopiedtheideaandmorefastfoodrestaurantsfollowed.(MUSIC)VOICEONE:RaymondAlbertKrocwasaverywealthybusinessmanwhenhediedinnineteeneighty-four.Buthehadnotalwaysbeensuccessful.RaywasborninIllinoisinnineteen-oh-two.Hisparentswerenotrich.HeattendedschoolinOakPark,nearChicago.Raynevercomp

9、letedhighschool,however.HeleftschooltobecomeadriverfortheRedCrossinWorldWarOne.Heliedabouthisagetobeaccepted.Hewasonlyfifteen.ThewarendedbeforehecouldbesenttoEurope.VOICETWO:Afterthewar,Raybecameajazzpianoplayer.Heplayedwithfamousmusicgroups.Hegotmarriedwhenhewastwenty.ThenhebeganworkingfortheLilyTu

10、lipCupCompany,sellingpapercups.Hekepttryingnewthings,however.HeattemptedtoselllandinthesouthernstateofFlorida.Thatbusinessfailed.RayKrocremembereddrivingtoChicagofromFloridaafterhisbusinessfailed.Hesaid:IwillneverforgetthatdriveaslongasIlive.Thestreetswerecoveredwithice,andIdidnothavewinterclothing.

11、WhenIarrivedhomeIwasverycoldandhadnomoney.VOICEONE:RayKrocwentbacktobeingasalesmanfortheLilyTulipCupCompany.HewasresponsibleforproductsalesinthecentralUnitedStates.Hislifeimprovedwhenhestartedasmallbusinessthatsoldrestaurantsupplies.Hesoldamachinethatcouldmixfivemilkshakesatonetime.Innineteenfifty-f

12、our;hediscoveredasmallrestaurantthatwasusingeightofhismachines.Hewentthereandfoundthattheownersoftherestauranthadagoodbusinesssellingonlyhamburgers,Frenchfriesanddrinks.Atfirst,MisterKrocsawonlythepossibilityforincreasingthesalesofhismixerstomorerestaurants.ThenheproposedanagreementwiththeMcDonaldbr

13、otherstostartanumberofrestaurants.Undertheagreement,theMcDonaldbrotherswouldgetapercentageofallsales.VOICETWO:ThefirstMcDonaldsrestaurantopenedinDesPlaines,Illinois,innineteenfifty-five.RayKrocwasfifty-twoyearsold-anagewhenmanypeoplestartthinkingaboutretirement.Heopenedtworestaurants.Soonhebegantoun

14、derstandthattherealprofitsweremadeinsellinghamburgers,notthemixers.HequicklysoldthemixercompanyandinvestedthemoneyinthegrowingchainofMcDonaldsrestaurants.Innineteen-sixty,MisterKrocboughtthelegalrightstotherestaurantsfromtheMcDonaldbrothers.Bythen,thechainhadmorethantwohundredrestaurants.(MUSIC)VOIC

15、EONE:FastfoodrestaurantsspreadquicklyintheUnitedStatesbecauseoffranchising.Franchisingmeanssellingthelegalrighttooperateastoreinacompanyschaintoanindependentbusinessperson.Ifthecompanyapproves,thebusinesspersonmaybuyorleasethestoreforaperiodofyears.ManypeoplewanttoownaMcDonaldsrestaurant,butonlyafew

16、areapproved.Eachrestaurantbuysitssuppliesatalowcostfromtheparentcompany.Eachrestaurantalsogivesthecompanyabouttenpercentofthemoneyitearnsinsales.Today,aboutseventypercentofMcDonaldsrestaurantsworldwideareownedandoperatedbyindependentbusinessmenandwomen.VOICETWO:RayKrocwasgoodatidentifyingwhatthepublicwanted.HeknewthatmanyAmericanfamilieswantedtoeatinarestaurantsometimes.Hegavepeopleasimpleeatingplacew