舒尔茨先生希望赢得全球花在速溶咖啡约170亿美元上的一点份额速溶咖啡,他嗤之以鼻地说,在过去的几十年里一点儿没改进。
Starbucks itself has spent 20 years pursuing the holy grail of an instant coffee that tastes asgood as the fresh stuff.
星巴克用了20年所追求的圣杯速溶咖啡的味道和新磨的一样好。
Don Valencia, the firm s first head of research and development, who created the blendedand frozen frappuccino drinks that earn Starbucks $2 billion a year,
唐?瓦伦西亚,星巴克公司研发部的首席研究员,他研发的法布奇诺咖啡为星巴克每年赢得2亿美元,
could never find a way to scale up an instant formula he had developed at home.
他在家里研究时一直不能找到一种好的方法即规模化生产的速溶配方。
When Mr Schultz returned as chief executive, he noticed that there had been sometechnological advances, allowing finer grinding, for example.
当舒尔茨先生重新回到星巴克任行政长官,他注意到,有了一些技术的进步,例如能够使咖啡豆更精细研磨。
So he asked the R D team to repeat the recently deceased Valencia s experiments, andfound that we had broken the code.
因此,他要求研发团队重做最近已故的Valencia实验,结果发现, 我们已经破译了密码 。
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