非洲为什么不待见麦当劳？
字幕摘录
| 时间 | 英文 | 中文 |
|---|---|---|
| 0:01 | McDonald's is the most successful restaurant on the planet, by a long shot. | 麦当劳餐厅是全球最成功的餐厅,远近而言. |
| 0:06 | It's got the highest revenue, it's the most recognizable brand, there are over 40,000 | 收入最高,最有名牌,有四万多 |
| 0:11 | restaurants worldwide, and the company plans to expand even more. | 全世界都有餐馆 公司计划扩大更多 |
| 0:16 | You can eat fries under the northern lights, cool off with a McFlurry in the Negev desert, | 你可以在北边的灯光下吃薯条 和内盖夫沙漠的麦克弗利冷却一下 |
| 0:20 | or grab a Big Mac on Guantanamo Bay. | 或者在关塔那摩湾拿个大麦克 |
| 0:23 | Even just a few steps from the Vatican, there's a McDonald's, though some of the Cardinals | 即使是从梵蒂冈走几步, 也有麦当劳, 虽然一些红衣主教 |
| 0:27 | find it perverse. | 发现它不正常。 |
| 0:29 | McDonald's is everywhere. | 麦当劳到处都是 |
| 0:31 | Or at least, almost everywhere. | 至少,几乎到处都是 |
| 0:34 | What happened to McDonald's in Africa? | 非洲麦当劳怎么了? |
展开字幕全文（241 条）
| 序号 | 英文 | 中文 |
|---|---|---|
| 1 | McDonald's is the most successful restaurant on the planet, by a long shot. | 麦当劳餐厅是全球最成功的餐厅,远近而言. |
| 2 | It's got the highest revenue, it's the most recognizable brand, there are over 40,000 | 收入最高,最有名牌,有四万多 |
| 3 | restaurants worldwide, and the company plans to expand even more. | 全世界都有餐馆 公司计划扩大更多 |
| 4 | You can eat fries under the northern lights, cool off with a McFlurry in the Negev desert, | 你可以在北边的灯光下吃薯条 和内盖夫沙漠的麦克弗利冷却一下 |
| 5 | or grab a Big Mac on Guantanamo Bay. | 或者在关塔那摩湾拿个大麦克 |
| 6 | Even just a few steps from the Vatican, there's a McDonald's, though some of the Cardinals | 即使是从梵蒂冈走几步, 也有麦当劳, 虽然一些红衣主教 |
| 7 | find it perverse. | 发现它不正常。 |
| 8 | McDonald's is everywhere. | 麦当劳到处都是 |
| 9 | Or at least, almost everywhere. | 至少,几乎到处都是 |
| 10 | What happened to McDonald's in Africa? | 非洲麦当劳怎么了? |
| 11 | Why are the Golden Ems so rare across a continent that's home to almost one-fifth of the world's | 为什么金陵如此罕见 横跨一个大陆 几乎是世界五分之一的家园 |
| 12 | population? | 人口数? |
| 13 | It's not like American fast food hasn't found its way into Africa. | 它不像美国快餐 没有找到途径进入非洲。 |
| 14 | KFC is here, Pizza Hut is here, even Burger King made it. | KFC来了,披萨 赫特来了,连汉堡王都来了 |
| 15 | So why didn't McDonald's? | 那为什么麦当劳没有? |
| 16 | This is the story of a company built on rigid standardization, of global ambition colliding | 这是一家建立在僵硬标准化之上的公司的故事 全球野心碰撞的故事 |
| 17 | with local realities, of politics and corrupt dictator families, of frustrated customers | 政治 腐败的独裁者家庭 沮丧的顾客 |
| 18 | waiting for fries, and the search for the perfect potato. | 等待薯条, 和寻找完美的土豆。 |
| 19 | And I make a video for you guys to see how it looks like. | 我录了一段录像给你们看 |
| 20 | McDonald's got off to a promising start in Africa. | 麦当劳在非洲有一个有希望的开端。 |
| 21 | In 1992, it opened its first location in Morocco. | 1992年,它在摩洛哥开辟了第一个地点. |
| 22 | By then, the so-called Burger Wars were basically over, an intense race for market share in | 到那时,所谓的汉堡战争已经基本结束, 激烈争夺市场份额 |
| 23 | the 48 billion dollar burger industry. | 480亿美元的汉堡业。 |
| 24 | A war waged mostly in competitive, aggressive advertising campaigns. | 一场战争主要是在竞争激烈的广告宣传中发动的。 |
| 25 | The key players were McDonald's, Burger King, and Wendy's. | 关键角色包括麦当劳,汉堡王和温迪. |
| 26 | But by the time that fight went global, one of the three had clearly pulled ahead. | 但是,当这场斗争走向全球时,其中之一显然已经领先。 |
| 27 | During the mid-90s, McDonald's was operating in 100 countries. | 90年代中期,麦当劳在100个国家运营. |
| 28 | It claimed to open a restaurant somewhere in the world every three hours. | 它声称每三小时就在世界某处开一家餐厅. |
| 29 | Fast food had become one of the purest symbols of globalization, with McDonald's leading | 快餐已成为全球化最纯洁的象征之一,麦当劳是领先的 |
| 30 | the way. | 这边 |
| 31 | And Africa was the next logical step in the race for global dominance. | 非洲是争夺全球支配地位的下一个合乎逻辑的步骤。 |
| 32 | So the Big M eventually came to Morocco, too. | 于是大M最终也来到了摩洛哥. |
| 33 | At the time, a full meal at McDonald's cost about 50 dirham, or 6 dollars and 25 cents. | 当时,麦当劳的全餐价格约为50迪拉姆,即6美元25美分. |
| 34 | The minimum wage in Morocco was about 75 cents per hour. | 摩洛哥的最低工资约为每小时75美分. |
| 35 | But people showed up anyway. | 但总之人们都出现了 |
| 36 | McDonald's was something Moroccans only knew from movies. | 麦克唐纳是摩洛哥人只从电影中知道的 |
| 37 | It was exciting to finally get a taste. | 终于尝到了味道真是令人兴奋 |
| 38 | The location added to it. | 所加之处. |
| 39 | You could set your steps away from the beach. | 你可以让你的台阶远离海滩。 |
| 40 | Today there are many more in Morocco. | 今天,摩洛哥还有许多。 |
| 41 | One of them is here in Marrakesh. | 其中一个在马拉喀什 |
| 42 | We asked Ismail to check it out for us. | 我们请伊斯梅尔为我们检查一下 |
| 43 | Hello guys, my name is Ismail. | 大家好,我叫伊斯梅尔 |
| 44 | I'm from Morocco, exactly Marrakesh. | 我来自摩洛哥, 正是马拉喀什。 |
| 45 | And today we come here at McDonald's to see how it looks like. | 今天我们来到麦当劳 看看情况如何 |
| 46 | McDonald's in Morocco is not just a place for eating and fast food, but also for spending | 在摩洛哥麦当劳不仅是吃快餐的地方, |
| 47 | time with family. | 时间与家人。 |
| 48 | Sometimes you find people come here and study here. | 有时你会发现有人来这里学习。 |
| 49 | Let's go now inside to see how it looks like. | 我们现在进去看看情况如何 |
| 50 | Aha, so, as you can see, Madbuna should have the typical design and she is very, very clean. | 如你所见 Madbuna应该有典型的设计 她非常非常干净 |
| 51 | For the menu also is 100% halal. | 对于菜单也是100%的卤素. |
| 52 | McDonald's adapted its menu to Moroccan customs, serving exclusively halal meat and a traditional | 麦当劳根据摩洛哥习俗调整菜单,专门供应卤肉和传统肉类。 |
| 53 | post-fest menu during Ramadan. | 斋月期间的节后菜单。 |
| 54 | McDonald's success is often credited to this exact balance. | 麦当劳的成功经常被计入这一精确的余额. |
| 55 | McDonald's standardized products adapted to local tastes, a strategy known as glocalization. | 麦当劳的标准化产品适应当地口味,这种策略被称为glocalization. |
| 56 | The chain was also celebrated as a job creator, particularly for young people at a time when | 该连锁店还被誉为创造工作机会的场所,特别是在青年中。 |
| 57 | youth unemployment was very high. | 青年失业率很高。 |
| 58 | Beyond just the restaurants, McDonald's created jobs across the supply chain. | 除了餐馆以外 麦当劳还创造了整个供应链的就业机会 |
| 59 | So after finding success in Morocco, McDonald's branched out to other African countries. | 因此,麦当劳在摩洛哥成功后, 分到了其他非洲国家。 |
| 60 | In the mid-1990s, South Africa was undergoing a historic transition. | 1990年代中期,南非正在经历历史性的过渡。 |
| 61 | Not long before, the apartheid laws had been abolished and the country was starting fresh. | 前不久,种族隔离法被废除,国家开始焕然一新. |
| 62 | McDonald's ceased the moment and opened its first restaurant in Johannesburg in 1995. | 麦当劳停止了这一时刻,并于1995年在约翰内斯堡开设了第一家餐厅. |
| 63 | It was the first McDonald's south of the Sahara. | 它是撒哈拉南部第一个麦当劳. |
| 64 | But the real breakthrough came in 2011 when McDonald's sold its South African franchise | 但真正的突破是在2011年 麦当劳出售南非的特许经营权 |
| 65 | Cyril Ramaphosa是前商人和该国未来的总统。 | |
| 66 | He scaled the business significantly. | 他大大缩小了业务规模。 |
| 67 | By 2025, the country had over 400 McDonald's restaurants. | 到2025年,全国共有400多家麦当劳餐厅. |
| 68 | McDonald's also managed to expand to Egypt and Mauritius, but that's it. | 麦当劳也设法扩张到埃及和毛里求斯,但就是这样. |
| 69 | All four are among Africa's wealthier countries. | 这四个国家都是非洲较富裕的国家之一。 |
| 70 | So it makes sense McDonald's found footing there. | 所以麦克唐纳在那里找到的脚跟很合理 |
| 71 | But they're hardly the only places on the continent with expanding middle classes | 但他们不是非洲大陆唯一一个 中产阶级扩张的地方 |
| 72 | and populations with disposable income. | 有可支配收入的人口。 |
| 73 | KFC, a far less wealthy chain than McDonald's, | KFC,比麦当劳更不富裕的连锁店 |
| 74 | has managed to gain footing in more than 25 African countries. | 已经在25个以上非洲国家取得了地位。 |
| 75 | So why is McDonald's in only four? | 那么为什么麦当劳只有四个? |
| 76 | The answer has three components. | 答案有三个组成部分。 |
| 77 | Number one, corruption. | 第一,腐败。 |
| 78 | Back in the 90s, McDonald's tried to enter Tunisia. | 90年代,麦当劳试图进入突尼斯. |
| 79 | The company spent seven years preparing. | 公司花了七年时间准备. |
| 80 | It did lengthy market research, obtained licenses, established product supply chains | 它进行了漫长的市场研究,获得了许可证,建立了产品供应链 |
| 81 | and found a local franchising partner. | 找到本地特许合伙人 |
| 82 | But eventually, the deal collapsed. | 但最终交易失败. |
| 83 | It had been blocked by Tunisia's ruling family, the Alma Terries. | 它被突尼斯的统治家族阿尔玛·泰里家族封锁。 |
| 84 | They wanted the franchise for themselves. | 他们想让自己拥有选举权 |
| 85 | They even warned McDonald's, choose the right partner or face the consequences. | 他们甚至警告麦当劳,选择合适的搭档或面对后果. |
| 86 | McDonald's refused and decided to back out completely. | 麦当劳拒绝了,决定彻底退缩. |
| 87 | Years pass. | 多年过去了。 |
| 88 | But in 2009, there's another opportunity. | 但在2009年,还有另一个机会. |
| 89 | A U.S. ambassador and his wife have been invited to the home of Nasreen Alma Teri, | 美国大使和妻子应邀到纳斯林·阿尔玛·泰里家 |
| 90 | daughter of the Tunisian president. | 是突尼斯总统的女儿 |
| 91 | Her husband, Saqr Alma Teri, is poised to become Tunisia's next ruler. | 她的丈夫Saqr Alma Teri 准备成为突尼斯的下一个统治者。 |
| 92 | They meet in this impressive beachfront mansion, | 他们在这令人印象深刻的海滨豪宅里相遇 |
| 93 | featuring Roman columns, an infinity pool and a pet tiger called Pasha. | 以罗马柱子,无穷池和宠物老虎为主角,叫做帕夏. |
| 94 | They enjoy a lavish banquet. | 他们喜欢奢侈的宴会 |
| 95 | While the country is facing bankruptcy and staggering unemployment, | 虽然国家面临破产和惊人失业, |
| 96 | the ambassador has struggled to get press coverage for his embassy's humanitarian projects. | 大使一直努力争取新闻报道他的大使馆的人道主义项目。 |
| 97 | And the Alma Teris agree to help. | 阿尔玛·特里斯同意帮忙 |
| 98 | After all, their family owns some newspapers. | 毕竟,他们的家族拥有一些报纸. |
| 99 | In return, they would happily assist McDonald's in entering Tunisia. | 作为回报,他们会很乐意协助麦当劳进入突尼斯. |
| 100 | Maybe they could start at a new port in La Joulette. | 也许他们可以从拉朱莱特的新港口开始 |
| 101 | But it won't come to that. | 但不会是这样的 |
| 102 | In December 2010, a young street vendor sets himself on fire in an act of protest. | 2010年12月,一名年轻的街头小贩在抗议活动中自焚. |
| 103 | In response, people hit the streets, demand change, | 作为回应 人们走上街头 要求改变 |
| 104 | and eventually revolution sweeps across the country. | 最后革命横扫全国 |
| 105 | Tunisia's president is ousted from power during the Arab Spring. | 突尼斯总统在阿拉伯之春被赶下台。 |
| 106 | The Alma Teri family flees into exile. | 阿尔玛·泰里家族逃亡流亡. |
| 107 | Years of political instability follow, and the economy never truly recovers. | 多年的政治不稳定随之而来,经济从未真正恢复. |
| 108 | To this day, McDonald's hasn't opened a single restaurant there. | 直到今天,麦当劳还没有在那里开设一家餐厅. |
| 109 | But in many cases, the absence of McDonald's in African countries | 但在许多情况下 非洲国家没有麦当劳 |
| 110 | isn't explained by corruption or political instability. | 并不是因为腐败或政治不稳定 |
| 111 | Instead, it comes down to something rather unexpected. | 相反,结果却出乎意料。 |
| 112 | 2. | 2. 国家 |
| 113 | Crispy on the outside, soft on the inside | 外面很冷,里面很软 |
| 114 | Whether you eat a burger in Germany, Japan, or the US, | 无论你在德国、日本还是美国吃汉堡 |
| 115 | McDonald's wants their product to be the same experience wherever you order it. | 麦当劳希望他们的产品在任何你订购的地方都能成为同样的体验. |
| 116 | This reliability is a core aspect of the brand. | 这种可靠性是品牌的核心方面. |
| 117 | That's why McDonald's relies on strict food safety standards and protocols. | 这就是为什么麦当劳依赖严格的食品安全标准和规程. |
| 118 | These cover everything from food sourcing, packaging, | 包括食物来源 包装 |
| 119 | and distribution all the way to how restaurants are run. | 并一直分发 如何管理餐馆。 |
| 120 | There are hygiene rules in every step of production. | 生产的每一步都有卫生规则. |
| 121 | Ingredients have exact specifications, | 材料有确切的规格, |
| 122 | and recipes are standardized down to the finest measurements. | 和食谱的标准化 降为最好的测量。 |
| 123 | And potatoes are at the heart of one of their most important products. | 而土豆是它们最重要的产品之一的核心. |
| 124 | This is a russet burbank. | 这是一个鲁塞特银行。 |
| 125 | It's McDonald's favorite potato for its fries. | 这是麦当劳最喜欢的薯条 |
| 126 | The fast-food giant also relies on varieties such as Shepardy, Innovator, and Zorba. | 快餐巨头还依赖于谢帕迪,创新者,卓尔巴等品种. |
| 127 | These potatoes are specifically approved for use | 这些土豆是专门批准的 |
| 128 | and are mainly grown in the US, Canada, and Europe. | 并主要在美国、加拿大和欧洲种植。 |
| 129 | McDonald's is very specific about how they're to be cultivated. | 麦当劳非常具体地说明了如何培育它们. |
| 130 | Farmers and the supply chain have to follow strict rules | 农民和供应链必须遵守严格的规则 |
| 131 | to make sure the quality stays consistent. | 确保质量保持一致。 |
| 132 | Because after all, the fries are supposed to taste the same everywhere. | 因为毕竟薯条应该到处都一样 |
| 133 | Their standards define desired potato length and thickness. | 他们的标准界定了想要的马铃薯的长度和厚度。 |
| 134 | The fries need to be crispy and golden on the outside and fluffy on the inside. | 薯条需要脆脆金色的外面 和绒毛的里面。 |
| 135 | McDonald's tries to source their potatoes locally. | 麦当劳试图从本地找到他们的土豆 |
| 136 | In Germany, for example, most potatoes come from German farms | 例如在德国,马铃薯大多来自德国农场 |
| 137 | with additional supplies from neighboring countries. | 加上邻国的额外物资。 |
| 138 | But in Africa, generally speaking, | 但在非洲,一般而言, |
| 139 | the exact potato varieties McDonald's prefers are not cultivated at scale. | 确切的马铃薯品种 麦当劳的偏好 没有在规模上种植。 |
| 140 | So it might have to ship potatoes over long distances. | 所以它可能需要远途运输土豆。 |
| 141 | And that can pose a whole series of risks. | 这会带来一系列风险。 |
| 142 | It's 2022 in Kenya. | 该属共有2022种,分布于肯尼亚. |
| 143 | KFC is very popular here. | KFC在这里很受欢迎. |
| 144 | Their potatoes are shipped in from Egypt. | 他们的马铃薯是从埃及运来的。 |
| 145 | But it's COVID and container ships get stuck. | 但COVID和集装箱船被卡住了. |
| 146 | And so the chain runs out of fries. | 所以连链都用光了 |
| 147 | Kentucky Fried Chicken, an American fast food restaurant chain, | 肯塔基炸鸡,美国快餐店连锁店 |
| 148 | announced that it's run out of potatoes fries. | 宣布薯条用完了 |
| 149 | But KFC refuses to use local potatoes to bridge the gap. | 但KFC拒绝使用当地土豆来弥补差距. |
| 150 | And that gets people very upset. | 这让人非常不安。 |
| 151 | According to KFC, these potatoes, these beautiful African potatoes, | KFC说,这些土豆,这些美丽的非洲土豆, |
| 152 | these beautiful Kenyan potatoes are not considered as potatoes to KFC. | 这些美丽的肯尼亚土豆 不被认为是马铃薯 KFC。 |
| 153 | Potatoes are the second most popular staple in Kenya after maize. | 土豆是肯尼亚仅次于玉米的第二大主食. |
| 154 | The country is the fifth largest potato producer in Africa. | 该国是非洲第五大土豆生产国. |
| 155 | I don't get it. | I么则不解. |
| 156 | What happened to the potatoes that are growing in Kenya? | 在肯尼亚种植的马铃薯怎么了? |
| 157 | They are not good enough for the Kenyan people to eat here. | 他们不够好让肯尼亚人民在这里吃饭。 |
| 158 | But the issue isn't really the quality of Kenyan potatoes. | 但问题并不在于肯尼亚土豆的质量。 |
| 159 | Just like McDonald's, KFC relies on a specific potato type | 和麦当劳一样,KFC依靠一种马铃薯 |
| 160 | that turns crispy on the outside and stays soft on the inside when fried. | 外表变脆 外表变软 |
| 161 | The potato grown by most Kenyan farmers is called Changi. | 大多数肯尼亚农民种植的马铃薯被称为昌吉. |
| 162 | And it doesn't meet these strict requirements. | 而且不符合这些严格的要求. |
| 163 | A little off topic, but Burger King actually benefited from KFC's misery | 有点不对劲 但汉堡王其实是从KFC的痛苦中得益的 |
| 164 | by running an ad campaign that mocked its rivals' woes. | 利用广告来嘲讽对手的不幸 |
| 165 | Now, we don't know if McDonald's executives are aware of the Kenya KFC fry crisis of 2022. | 现在,我们不知道麦当劳的高管们是否意识到2022年肯尼亚KFC油炸危机. |
| 166 | But chances are they studied it closely and drew their own conclusions. | 但机会是他们仔细研究 并得出自己的结论。 |
| 167 | And McDonald's supply chain challenges in Africa go beyond potatoes. | 而麦当劳在非洲的供应链挑战超出了马铃薯. |
| 168 | They have all to do with the equator. | 它们都与赤道有关. |
| 169 | To understand what we mean by that, let's take a look at Nigeria. | 为了理解我们的意思 让我们看看尼日利亚 |
| 170 | The country has a population of more than 230 million people | 全国人口2.3亿以上. |
| 171 | and is one of the largest economies on the continent. | 也是非洲大陆最大的经济体之一。 |
| 172 | On paper, it looks exactly like the kind of market a global fast food giant would want to enter. | 在纸面上,它看起来就像一种市场 全球快餐巨头想要进入。 |
| 173 | And in fact, Nigeria has KFC, Domino's and Burger King. | 事实上,尼日利亚有KFC,多米诺和汉堡王. |
| 174 | But once again, McDonald's is missing. | 但麦当劳又一次不见了 |
| 175 | Likely because while it's economically developed, | 可能因为虽然经济发达 |
| 176 | it's also the ultimate end boss for a reliable cold chain. | 也是可靠的冷链的终极老板 |
| 177 | A cold chain is basically a temperature controlled supply chain. | 冷链基本上是温控供应链. |
| 178 | Its task is to keep products cooled the whole time while they're being stored and transported. | 它的任务是在产品被储存和运输时,让产品始终保持冷却. |
| 179 | And depending on the ingredient, the cold chain has to remain uninterrupted | 根据成分 冷链必须保持不间断 |
| 180 | to guarantee McDonald's quality and food safety standards. | 保障麦当劳的质量和食品安全标准。 |
| 181 | Products like meat have to stay within strict temperature ranges the entire time. | 肉类等产品必须始终保持在严格温度范围内。 |
| 182 | To make that possible, temperatures inside trucks and storage facilities are continuously | 为此,卡车和储存设施内温度持续上升。 |
| 183 | monitored and logistics teams receive real-time updates if something goes wrong. | 如果出问题,后勤队将获得实时更新。 |
| 184 | But in Nigeria, everything can go wrong all the time. | 但是在尼日利亚,一切都可能总是出错。 |
| 185 | In the major city Lagos, power cuts are frequent. | 在主要城市拉各斯,断电频发. |
| 186 | At the same time, the average temperature is around 34 degrees Celsius. | 同时,平均气温在34摄氏度左右. |
| 187 | So when power goes out, frozen burger patties thaw within just a few hours. | 所以当电源熄灭, 冷冻汉堡馅饼解冻 仅仅几个小时。 |
| 188 | That can quickly become a health risk. | 这可能很快成为一种健康风险。 |
| 189 | Nigeria is also enormous, nearly twice the size of Spain. | 尼日利亚也是巨大的,几乎是西班牙的两倍。 |
| 190 | Transporting products can involve crossing all kinds of terrain. | 运输产品可能涉及跨越各种地形。 |
| 191 | Rivers, dense forests and sometimes even savannas. | 河流,密林,有时甚至还有草原. |
| 192 | Droughts and floods make transport even more difficult. | 干旱和洪水使运输更加困难。 |
| 193 | Many roads are in poor condition and full of potholes. | 许多道路状况不佳,到处都是坑洞。 |
| 194 | All of this makes it incredibly hard to stay within certain | 所有这一切 使得很难 留在某些 |
| 195 | transportation timeframes and guarantee ingredients stay cold. | 运输时间和保证成分保持冷却。 |
| 196 | Still, it's likely just a matter of time before McDonald's | 不过 McDonald可能只是时间问题 |
| 197 | overcomes these hurdles and conquers Nigeria. | 克服这些障碍,征服尼日利亚。 |
| 198 | The country has already transformed rapidly in recent years. | 近年来,该国已经迅速转型。 |
| 199 | Its growth potential is enormous. | 它的增长潜力巨大。 |
| 200 | And the Big M shan't miss out. | 大M不会错过的 |
| 201 | But for now, instead of chasing the big gold, as one executive put it, | 但是,现在,而不是追逐 大金,正如一位执行官所说的, |
| 202 | McDonald's may target smaller countries first, where supply chains are more easily secured. | 麦当劳可能首先针对较小的国家,因为这些国家较容易确保供应链的安全。 |
| 203 | But hmm, you might wonder. | 但是,你可能会怀疑。 |
| 204 | If the whole supply chain is so difficult, | 如果整个供应链如此困难 |
| 205 | Africa being this whole final fast food frontier, et cetera, et cetera, | 非洲是最后的快餐区,等等 |
| 206 | why did KFC manage to establish itself all across Africa then? | 为什么KFC能够在整个非洲立足? |
| 207 | Excellent question. | 问得好 |
| 208 | 3. | 3个 |
| 209 | Crispy Chicken | 辣鸡 |
| 210 | First, KFC has adapted its menu in African countries to local tastes. | 首先,KFC根据当地口味调整了在非洲国家的菜单. |
| 211 | For example, KFC Ghana serves Jollof rice, | 例如,加纳KFC为乔洛夫大米服务, |
| 212 | a popular West African rice dish cooked in a tomato sauce. | 用番茄酱煮的西非大米饭 |
| 213 | But likely the reason for KFC's success is mostly the focus on chicken. | 但KFC成功的原因很可能大多是关注鸡肉. |
| 214 | In 2024, chicken was the most consumed meat in Africa. | 2024年,鸡肉是非洲消费最多的肉类. |
| 215 | Compared to beef, it's cheaper and more accessible. | 与牛肉相比,它更便宜,更容易获得. |
| 216 | Chicken also has shorter production cycles, | 鸡肉也有更短的生产周期 |
| 217 | higher feed efficiency and lower overall production costs. | 饲料效率较高,生产总成本较低。 |
| 218 | KFC benefits from all that. | KFC从中得益。 |
| 219 | And in Africa, the overwhelming majority of its chicken is locally sourced. | 在非洲,绝大多数的鸡是本地饲养的。 |
| 220 | That means shorter supply lines, fewer imports and less costs. | 这意味着缩短供应线,减少进口,降低成本。 |
| 221 | McDonald's is aware of these advantages. | 麦当劳知道这些优势. |
| 222 | As beef prices rise in the US, for example, | 例如,随着美国牛肉价格上涨, |
| 223 | the chain is increasingly moving toward chicken-based options as well. | 连锁店也越来越向鸡肉型的选择发展。 |
| 224 | But we were unable to find out to which degree a chicken-heavy menu | 但是我们不知道鸡肉重的菜单是多少 |
| 225 | might be part of McDonald's expansion plans into more African countries. | 可能是麦当劳向更多非洲国家扩展计划的一部分。 |
| 226 | It would make sense. | 这很合理 |
| 227 | We've established that McDonald's is historically brilliant at globalization. | 我们已经确定,麦当劳在全球化方面有着历史上的辉煌. |
| 228 | And perhaps it's that globalization that makes McDonald's feel so inevitable. | 也许是全球化让麦当劳感觉如此不可避免。 |
| 229 | It's not for nothing that its hero item is used as a type of economic index. | 它的英雄物品不是白被作为经济指数的一种. |
| 230 | And this inevitability ties into this vague feeling that as places grow richer, | 而这种不可避免的联系 与这种模糊的感觉 随着地方变得富裕, |
| 231 | they converge towards the same set of brands and aesthetics, | 他们同归于尽, |
| 232 | just slightly tweaked to local taste. | 只是稍微微微的微微微微微微微微微微微微微的味道 |
| 233 | Like of course there's a McDonald's in Venice, | 威尼斯当然有麦当劳 |
| 234 | just as there will be matcha lattes and mayonnaise-leaning sushi. | 就像有火柴拿铁和蛋黄酱的寿司一样 |
| 235 | For now, it feels like much of Africa has proved that | 目前,非洲大部分地区都证明 |
| 236 | even one of the world's most powerful brands can't just expand everywhere. | 即使是世界上最强大的品牌之一 也不可能到处扩张 |
| 237 | But for how long? | 但还要多久? |
| 238 | Because one thing is clear. | 因为有一件事是清楚的。 |
| 239 | McDonald's will keep trying. | 麦当劳会继续努力的 |
| 240 | And as Hemingway put it, change happens slowly and then all at once. | 而正如海明威所说,变化发生缓慢,然后全部同时发生. |
| 241 | Like it or not. | 喜欢与否. |
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