Still, in a year when many Olympic sponsors are seeking to romance the burgeoning Chinese market, McDonald's doesn't view the Games as key to unlocking a market where it already operates about 950 restaurants. 'If you haven't connected yet [with China], the Olympics is not going to get you there,' says Johan Jervoe, McDonald's corporate vice president of global marketing.
Unlike other new restaurants, temporary units must operate at peak performance from day one -- in this case with a newly assembled work force hailing from 36 countries around the world.
These employees are the winners of a companywide competition to land a spot at the Beijing Games, based on behind-the-counter performance back home. Each crew member wears a patch indicating which languages he speaks. Menu items are listed in Chinese and English, and speakers of neither language can point at large photographs of food.
After the Games, these restaurants will be dismantled, their parts repurposed, possibly for the 2010 Vancouver Winter Olympics or the London Summer Games of 2012. The traveling McDonald's isn't a new concept. At the 2004 Games in Athens, McDonald's diners ate at the exact same restaurant that had served the 2000 Games in Sydney.
通常来说,麦当劳(McDonald's Corp.)的餐厅不会在开业仅仅三周后就被关闭。不过,麦当劳在北京奥运场馆开设的四家餐厅到本月晚些时候将随着赛事的结束而消失,就像一场盛大的嘉年华般曲终人散。
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