In 1954, an American businessman called Ray Kroc was selling milkshake machines.
1954年，一位叫雷·克罗克的美国商人正在卖奶昔机器。
One small drive-in hamburger stand in California bought not one but eight of these expensive machines.
加利福尼亚的一家小型免下车汉堡店买了不是一台而是八台这种昂贵的机器。
Surprised by this, Kroc decided to go and visit it.
克罗克对此感到惊讶，他决定去看看。
Arriving before the hamburger stand opened, Kroc sat in his car and watched.
克罗克到达时，汉堡店还没开门营业，他坐在车里观察。
A team of young people in uniforms appeared and started cleaning the stand and its car park, making everything neat and tidy.
一群身穿制服的年轻人出现了，开始打扫店里和停车场，把一切整理得既整洁又干净。
When opened for business, the hamburger stand was immediately filled with customers.
汉堡店一开门营业，立马就挤满了顾客。
The staff were cheerful, fast and polite. The food was excellent.
工作人员工作人员心情欢快、动作迅速、态度友好。食物美味。
Impressed by the cleanliness, service and food, Kroc looked up at the name over the hamburger stand. It read, ‘McDonald’s Hamburgers’.
这里的干净、服务和食物给克罗克留下了深刻的印象，他抬头看了看汉堡店的店名，上面写着：“麦当劳汉堡”。
Although started six years earlier, in 1948, McDonald’s was still a small business owned by two brothers, Mac and Dick McDonald.
尽管早在六年前的1948年就开业了，麦当劳店仍然只是个由麦克·麦当劳和迪克·麦当劳两兄弟拥有的小公司。
Kroc suggested that they should set up more outlets, but the brothers were happy with their life and did not want to expand further.
克罗克建议他们建立更多的连锁店，但是两兄弟对自己的生活很满意，不想进一步扩张。
However, they did allow Kroc to launch other branches of McDonald’s for them.
但是，他们确实允许克罗克为他们开设其他的麦当劳分店。
That was the start of the biggest fast-food company in history.
这就是历史上最大的快餐公司的开始。
In 1955, Kroc opened his first McDonald’s near Chicago, and many more swiftly followed.
1955年，克罗克在芝加哥附件开设了他的第一家麦当劳，并且很快就有了更多家紧随其后。
In 1959, the 100th McDonald’s was opened.
1959年，第100家麦当劳成立。
In 1961, Kroc took over complete ownership of the business from the brothers by paying them US $2.7 million.
1961年，克罗克以270万美元收购麦当劳兄弟的全部公司股权。
By 1972, a new McDonald’s was being opened every day, and by 1974 there were over 3,000 restaurants.
1972年，每天都有一家麦当劳开业，到1974年，有3000多家餐厅。
McDonald’s came to Hong Kong in 1975, and was introduced into Shenzhen in 1990.
1975年，麦当劳来到香港，并于1990年引进深圳。
Two years later, the first McDonald’s in Beijing opened with more than 40,000 customers on its first day.
两年后，北京第一家麦当劳成立，第一天就有超过四万的顾客。
Why has McDonald’s been so successful?
为什么麦当劳如此成功？
Back in 1956, McDonald’s adopted the motto ‘Q. S. C. &V.’
这得追溯到1956年，麦当劳采用Q. S. C. &V原则。
These letters stand for 'Quality, Service, Cleanliness and Value'.
这些字母代表“质量、服务、清洁和价值”。
In all of these areas, McDonald’s pay great attention to detail.
所有这些原则，麦当劳非常注重细节。
For example, after years of planning, McDonald’s established its largest ever restaurant in Moscow in 1990.
例如，经过多年的规划，麦当劳虞1990年在莫斯科建立了它最大的餐厅。
To achieve the right quality, potatoes are imported into Russia, and farmers are taught how to farm them properly, as well as how to harvest and pack them.
为了达到高质量，土豆被引进俄罗斯，农民被教如何正确地种植、收获和包装土豆。
To achieve good service, McDonald’s has one of the best training programmes in the world.
为了获得良好的服务，麦当劳拥有世界上最好的培训项目。
It even has seven Hamburger Universities (one in Hong Kong) where top personnel can learn management and customer service skills.
它甚至有七家汉堡大家（一家在香港），在那里，高管人员可以学习管理和顾客服务技巧。
By 2005, McDonald’s had over 30,000 outlets in 119 countries and regions.
2005年，麦当劳在119个国家和地区拥有三万多家分店。
It sells more than 100 hamburgers every second of the day.
每天每秒卖出100多个汉堡。
While it does not yet have a restaurant on the Moon, no doubt a plan is already being made for one.
虽然麦当劳在月球上还没有开设餐厅，但毫无疑问，计划已经在进行中了。
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