2015考研英语阅读整改指向快餐业_大学英语阅读

2015考研英语阅读整改指向快餐业

　　But not all fast-food companies have been as fortunate. Many, such as Burger King, haveseen sales fall. In a severe recession, while some people trade down to fast food, manyothers eat at home more frequently to save money. David Palmer, an analyst at UBS, abank, says smaller fast-food chains in America, such as Jack in the Box and Carl s Jr., havebeen hit particularly hard in this downturn because at the same time they are slugging it outwith a global powerhouse in the form of McDonald s, which ramped up spending onadvertising by more than 7% last year as others cut back.

　　但并非所有的快餐企业有如此好的运气。例如汉堡王等许多企业的营业额就有所下滑。相对有一些人低消费投向快餐，许多人更多的时候为了省钱在家里吃饭。瑞士联合银行的分析师大卫帕尔曼表示，在美国，一些小型的快餐连锁店，如玩偶匣和卡乐星，在这次经济衰退中受到了特别严重的冲击。因为与此同时它们还要与像麦当劳，去年在其他企业都在下滑时，它却向广告宣传投入了超过了7%的财力，这样的的全球性的大集团进行竞争。

　　Some fast-food companies also cannibalised their own profits by trying to give customersbetter value. During the recession companies set prices low, hoping that once they hadtempted customers through the door they would be persuaded to order more expensiveitems. But in many cases that strategy backfired. Last year Burger King franchisees sued thecompany over its double-cheeseburger promotion, claiming it was unfair for them to berequired to sell these for $1 when they cost $1.10 to make. In May a judge ruled in favour ofBurger King. Nevertheless, the company may still be cursing its decision to promote cheapchoices over more expensive ones because items on its value menu now account for around20% of all sales, up from 12% last October.