沙之天地

http://www.pbs.org/newshour/rundown/mcdonalds-image-problem/?utm_source=facebook&utm_medium=pbsofficial&utm_campaign=newshour

How McDonald’s aims to tackle its image

麥當勞的逆轉

McDonald’s has been battling a chronic image problem that they hope to erase with the continued introduction of healthier and more relevant menu options.

麥當勞藉著持續介紹健康的好處與其相關的菜單選擇，試著擺脫長期以來的形象問題。

The fast food giant, the Associated Press writes, has been trying to change its image by adding healthier items to its meals, in addition to the option to substitute healthier alternatives into current offerings.

美聯社報導，這個速食業巨擘除了將更健康的替代品代入目前的餐點外，並試著藉由增加健康食物項目來改變其形象，

In the past 18 months, the chain has introduced the option to substitute egg whites in breakfast sandwiches and rolled out chicken wraps as its first menu item with cucumbers. Last fall, it announced plans to give people the choice of a salad instead of fries in combo meals. And in coming months, mandarins will be offered in Happy Meals, with other fruits being explored as well.

過去十八個月裡，這家連鎖店已經向大眾推出取代早餐三明治裡蛋白的選項，他們開發的雞肉捲成為第一款含有小黃瓜的菜單項目。上一個秋天，它宣佈一連串計畫，給予人們在餐點組合裡取代薯條的沙拉選項。然後在即將到來的幾個月裡，它將提供華人「快樂餐」，其他水果也會被提供。

“We’ve got to make sure that the food is relevant and that the awareness around McDonald’s as a kitchen and a restaurant that cooks and prepares fresh, high quality food is strong and pronounced,” CEO Don Thompson said in January.

麥當勞執行長Don Thompson在一月時說：「我們必須確保提供適當的食物，以及，麥當勞身為一個廚房和餐廳，對於烹飪及準備新鮮、高品質的食物的意識強大且明顯。」

During a trendy Tribeca event in October 2013, the popular fast food chain laid out the red carpet for reporters and bloggers alike to a fine dining event that only included ingredients available on their menu. Celebrity chefs took basic burger patties and fries and fashioned a cuisine of gnocchi and slow cooked beef that most McDonald’s customers would not have at their disposal. They billed the experience simply as “good food, served fast.”

在2013年十月的一場翠貝卡時尚活動中，這家受歡迎的速食連鎖店展開紅毯,迎接記者和部落客，在他們餐桌上等著他們的，只有使用合適食材構成的菜單。名廚拿走基本款漢堡排和薯條，製作包括義大利麵疙瘩和慢火烹煮牛肉的料理，這些都是大部份麥當勞客戶所不能享受到的。他們真正地安排了一種「好食物，快上桌」的體驗。

For McDonald’s, they believe this is an opportunity to develop a narrative without the influence of outside groups. With recent concerns of food quality and reports that one of the company’s main suppliers was selling spoiled meat in China, the chain is hoping that they can change the public’s perception through a variety of distinctive menu changes.

對於麥當勞本身來說，他們相信這是一個擺脫外部團體影響力來發聲的機會。隨著最近對於食物品質的關注以及據報導一家麥當勞的供應商販賣腐敗的肉到中國，麥當勞希望他們可以透過多樣特色菜單的改變轉變大眾的觀點。

Even with the intentions to produce a product that would be more public-friendly, the restaurant has not been able to escape scrutiny. Troubles with “slow and inaccurate service,” in addition to backlash over decisions such as the scrapping of the “Dollar Menu,” have contributed to negative public perception. McDonald’s sales continue to struggle, with the chain’s July sales the worst reported since March 2003.

即使擁有「製造讓大眾喜愛的產品」的企圖心，這家餐廳仍舊無法逃過檢視。身陷「太慢且不準確的服務」，此外還有對於撤銷「銅板餐」這個決定民眾的激烈反抗，已經造成大眾的負面觀感。麥當勞的營運持續膠著，自從2003年三月以來，今年七月的銷量是最糟糕的。