美国名人企业家麦当劳之父雷·克拉克.docx

美国名人企业家麦当劳之父雷克拉克RayKroc,1902-1984:TheManWhoMadeMcDonald'sPopularAroundtheWorldplaystopmutemaxvolume00:00-15:33repeatByGeorgeGrow2007-11-24VOICEONE:mPhoebeZimmermann.VOICETWO:AndmSteveEmberwithPEOPLEINAMERICAinVOASpecialEnglish.Today,wetellaboutRayKroc,themanwhohelpedmakethefastfoodindustryfamous.HeexpandedasmallbusinessintoaninternationaloperationcalledMcDonald's.(MUSIC)VOICEONE:Youprobablyknowwhatfastfoodis.Itiscookedfoodthatisreadyalmostassoonasyouenterapubliceatingplace.Itdoesnotcostmuch.ItispopularwithmostAmericansandwithmanypeoplearoundtheworld.Someexpertssaythatatleasttwenty-fivepercentofAmericanadultseatfastfoodeveryday.MostfastfoodrestaurantsoffergroundbeefsandwichescalledhamburgersandpotatoescookedinhotoilcalledFrenchfries.Otherfastfoodplacesservefriedchicken,pizzaortacos.VOICETWO:YouseefastfoodrestaurantsalmosteverywhereintheUnitedStates.Thenamesandthedesignsofthebuildingsareeasilyrecognized-BurgerKing,KentuckyFriedChicken,PizzaHULTacoBellandofcourse,McDonald's.Mostarechainrestaurants.Thatmeanseachoneispartofahugecompany.Eachrestaurantinthechainhasthesamelarge,colorfulsignthatcanberecognizedfromfaraway.Eachoffersitsowncarefullylimitedchoiceoffoods.Eachkindofhamburgerorpieceofchickentastesthesameateveryrestaurantinthechain.VOICEONE:ThefastfoodindustrybeganwithtwobrothersinSanBernardino,Californiainthenineteenforties.MacandDickMcDonaldownedasmall,butverysuccessfulrestaurant.Theysoldonlyafewkindsofsimplefood,especiallyhamburgers.Peoplestoodoutsidetherestaurantatawindow.Theytoldtheworkersinsidewhattheywantedtoeat.Theyreceivedandpaidfortheirfoodveryquickly.Thefoodcameincontainersthatcouldbethrownaway.ThesystemwassosuccessfulthattheMcDonaldbrothersdiscoveredtheycouldsellalotoffoodandlowertheirprices.VOICETWO:RayKrocsoldrestaurantsupplies.HerecognizedtheimportanceoftheMcDonaldbrothers'idea.Hesawthatfoodsalescouldbeorganizedformassproduction-almostlikeafactory.MisterKrocpaidtheMcDonaldbrothersforpermissiontoopenseveralrestaurantssimilartotheirs.HeopenedthefirstMcDonald'srestaurantnearChicago,Illinois,innineteenfifty-five.Soon,moreMcDonald'swereopeningallacrosstheUnitedStates.Otherpeoplecopiedtheideaandmorefastfoodrestaurantsfollowed.(MUSIC)VOICEONE:RaymondAlbertKrocwasaverywealthybusinessmanwhenhediedinnineteeneighty-four.Buthehadnotalwaysbeensuccessful.RaywasborninIllinoisinnineteen-oh-two.Hisparentswerenotrich.HeattendedschoolinOakPark,nearChicago.Raynevercompletedhighschool,however.HeleftschooltobecomeadriverfortheRedCrossinWorldWarOne.Heliedabouthisagetobeaccepted.Hewasonlyfifteen.ThewarendedbeforehecouldbesenttoEurope.VOICETWO:Afterthewar,Raybecameajazzpianoplayer.Heplayedwithfamousmusicgroups.Hegotmarriedwhenhewastwenty.ThenhebeganworkingfortheLilyTulipCupCompany,sellingpapercups.Hekepttryingnewthings,however.HeattemptedtoselllandinthesouthernstateofFlorida.Thatbusinessfailed.RayKrocremembereddrivingtoChicagofromFloridaafterhisbusinessfailed.Hesaid:"IwillneverforgetthatdriveaslongasIlive.Thestreetswerecoveredwithice,andIdidnothavewinterclothing.WhenIarrivedhomeIwasverycoldandhadnomoney."VOICEONE:RayKrocwentbacktobeingasalesmanfortheLilyTulipCupCompany.HewasresponsibleforproductsalesinthecentralUnitedStates.Hislifeimprovedwhenhestartedasmallbusinessthatsoldrestaurantsupplies.Hesoldamachinethatcouldmixfivemilkshakesatonetime.Innineteenfifty-four;hediscoveredasmallrestaurantthatwasusingeightofhismachines.Hewentthereandfoundthattheownersoftherestauranthadagoodbusinesssellingonlyhamburgers,Frenchfriesanddrinks.Atfirst,MisterKrocsawonlythepossibilityforincreasingthesalesofhismixerstomorerestaurants.ThenheproposedanagreementwiththeMcDonaldbrotherstostartanumberofrestaurants.Undertheagreement,theMcDonaldbrotherswouldgetapercentageofallsales.VOICETWO:ThefirstMcDonald'srestaurantopenedinDesPlaines,Illinois,innineteenfifty-five.RayKrocwasfifty-twoyearsold-anagewhenmanypeoplestartthinkingaboutretirement.Heopenedtworestaurants.Soonhebegantounderstandthattherealprofitsweremadeinsellinghamburgers,notthemixers.HequicklysoldthemixercompanyandinvestedthemoneyinthegrowingchainofMcDonald'srestaurants.Innineteen-sixty,MisterKrocboughtthelegalrightstotherestaurantsfromtheMcDonaldbrothers.Bythen,thechainhadmorethantwohundredrestaurants.(MUSIC)VOICEONE:FastfoodrestaurantsspreadquicklyintheUnitedStatesbecauseoffranchising.Franchisingmeanssellingthelegalrighttooperateastoreinacompany'schaintoanindependentbusinessperson.Ifthecompanyapproves,thebusinesspersonmaybuyorleasethestoreforaperiodofyears.ManypeoplewanttoownaMcDonald'srestaurant,butonlyafewareapproved.Eachrestaurantbuysitssuppliesatalowcostfromtheparentcompany.Eachrestaurantalsogivesthecompanyabouttenpercentofthemoneyitearnsinsales.Today,aboutseventypercentofMcDonald'srestaurantsworldwideareownedandoperatedbyindependentbusinessmenandwomen.VOICETWO:RayKrocwasgoodatidentifyingwhatthepublicwanted.HeknewthatmanyAmericanfamilieswantedtoeatinarestaurantsometimes.Hegavepeopleasimpleeatingplacew