法國的麥當(dāng)勞為什么不像快餐

法國的麥當(dāng)勞為什么不像快餐

A McDonald's breakfast meal in Villeurbanne, France includes fresh baguettes and jam spreads with coffee for $4.55.

在法國維勒班，一份麥當(dāng)勞的早餐套餐包括新鮮的法棍和果醬，外加咖啡，售價(jià)4.55美元。

I am comfortably ensconced in a McCafé enjoying a croissant and a grand crème coffee. I'm surrounded by people of all ages who are talking with friends, reading, or typing away on their laptops like me.

我舒舒服服地坐在麥咖啡里，享用著羊角面包和一杯濃咖啡。我的周圍是各種年齡段的人，他們?cè)诤团笥蚜奶?、閱讀或像我一樣在筆記本電腦上打字。

The beauty of McDonald's in France is that it doesn't feel like a fast food joint, where hordes of people shuffle in and out.

法國的麥當(dāng)勞的美妙之處在于，它不像一個(gè)快餐連鎖店，在那里，成群結(jié)隊(duì)的人來來往往，節(jié)奏很慢。

McDonalds is the world's largest food chain. It operates in 123 countries around the world, and just this week the company said it plans to open another 1,300 restaurants in 2012.

麥當(dāng)勞是世界上最大的食品連鎖店。該公司在全球123個(gè)國家運(yùn)營，就在本周，該公司還表示，計(jì)劃在2012年再開1300家餐廳。

Naturally, the U.S. is its no. 1 market, but guess who is no. 2? You got it: France. A paper out this month by three graduates of the University of Pennsylvania's Wharton School of Business says McDonald's is such a success in the land of Michelin three-star restaurants because it has adapted to French eating habits and tastes.

當(dāng)然，美國是麥當(dāng)勞的第一市場(chǎng)。但是猜猜誰是第二市場(chǎng)?沒錯(cuò):是法國。賓夕法尼亞大學(xué)沃頓商學(xué)院三名畢業(yè)生本月發(fā)表的一篇論文稱，麥當(dāng)勞在米其林三星級(jí)餐廳之國取得如此成功，是因?yàn)樗呀?jīng)適應(yīng)了法國人的飲食習(xí)慣和口味。

There are now 1,200 franchises in France; the company opened 30 restaurants per year in the past five years alone.

現(xiàn)在法國有1200家特許經(jīng)營店;僅在過去5年里，該公司每年就新開30家餐廳。

Even in these harried times, the French spend more than two hours a day at the table. Sitting down to a meal is a cornerstone of French culture, and McDonald's seems to get that. French McDonald's are spacious, tastefully decorated restaurants that encourage people to take their time while eating.

即使在忙碌的時(shí)刻，法國人每天也要在餐桌上花費(fèi)兩個(gè)多小時(shí)。坐下來吃飯是法國文化的基石，麥當(dāng)勞似乎明白這一點(diǎn)。法國麥當(dāng)勞餐廳寬敞、格調(diào)高雅，鼓勵(lì)人們?cè)谟貌蜁r(shí)慢慢享用。

I remember there used to be a few Burger Kings in Paris, but McDonald's closest competitor went belly up years ago. The Wharton study says it's because they tried to transplant the total American dining experience to France, without taking into consideration French preferences.

我記得以前在巴黎有幾家漢堡王，但是與麥當(dāng)勞最接近的競(jìng)爭(zhēng)對(duì)手幾年前破產(chǎn)了。沃頓商學(xué)院的研究稱，這是因?yàn)樗麄冊(cè)噲D將美國人的整體用餐體驗(yàn)照搬到法國，而沒有考慮法國人的偏好。

McDonald's, meanwhile, offers all kinds of Frenchified dishes, from the Alpine burger with three different kinds of cheese to tasty little gallette des rois, or King's Cakes, popular after Christmas and sold by all the bakeries. Last year, it introduced the McBaguette.

與此同時(shí)，麥當(dāng)勞(McDonald's)也推出了各式各樣的法國化美食，從三種不同奶酪的阿爾卑斯?jié)h堡到美味的國王小蛋糕，這些美食在圣誕節(jié)后很受歡迎，在所有的面包店都有售。去年，它推出了麥法棍面包。

Another reason McDonald's works so well here is that the food is locally sourced and very high quality. As we all know, France is the land of haute cuisine. But it's also the land of good cuisine. The French appreciate quality in any category, even fast food.

麥當(dāng)勞在法國如此成功的另一個(gè)原因是食材源自當(dāng)?shù)兀⑶屹|(zhì)量很高。眾所周知，法國是高級(jí)烹飪的國度。但它也是美食之鄉(xiāng)。無論任何種類，法國人都會(huì)重視其品質(zhì)，即使是快餐。

Restaurateurs in France know they'll go bust if they offer substandard products. I've had friends from India tell me that the Indian restaurants in Paris are among the world's best.

法國的餐館老板知道，如果他們提供不合格的產(chǎn)品，他們就會(huì)破產(chǎn)。我來自印度的朋友告訴我，巴黎的印度餐館是世界上最好的餐館。

And if you like good meat (who doesn't?!), then McDonald's France is clearly superior. In the U.S., McDonald's says its cattle are mostly corn-fed. While the company doesn't address on its site whether growth hormones and growth-promoting antibiotics are added to the animal feed consumed by the animals it buys, it's a reasonable assumption that they are.

如果你喜歡上等肉(誰不喜歡呢?!)，那么法國的麥當(dāng)勞顯然更好。在美國麥當(dāng)勞表示，他們的牛大多是用玉米喂養(yǎng)的。雖然該公司沒有在網(wǎng)站上說明其購買的動(dòng)物飼料中是否添加了生長(zhǎng)激素和促進(jìn)生長(zhǎng)的抗生素，但確實(shí)有理由認(rèn)為它們添加了。

French cattle are all grass fed, which many argue makes them tastier. Growth hormones are illegal here and each animal has a passport showing where it was born, raised, and slaughtered, according to McDonald's France. That's called traceability.

法國的牛都是用草喂養(yǎng)的，許多人認(rèn)為這使它們更美味。根據(jù)法國麥當(dāng)勞的說法，生長(zhǎng)激素在法國是非法的，每只動(dòng)物都有一本通行證，上面顯示了它們的出生、成長(zhǎng)和被屠宰的地方。這就是可追溯性。