快餐店让你不知不觉多花钱的隐秘手段
字幕摘录
| 时间 | 英文 | 中文 |
|---|---|---|
| 0:00 | This is a number three from McDonald's. | 这是麦当劳的第三个 |
| 0:03 | A burger, fries, and a drink. | 汉堡、薯条和饮料 |
| 0:06 | It costs $11 in New York City. | 纽约市要花11美元 |
| 0:09 | Fast food is supposed to be cheap and convenient, | 快餐应该便宜方便 |
| 0:12 | but do you ever find yourself spending more on fast food | 但你有没有发现自己花在快餐上 |
| 0:15 | than you expected to? | 比你预期的还要多? |
| 0:16 | You're not alone. | 你不是一个人。 |
| 0:17 | According to one study, | 根据一项研究 |
| 0:19 | Americans spend around $1,200 on fast food every year. | 美国人每年在快餐上花费约1200美元. |
| 0:23 | Places like McDonald's and Burger King | 比如麦当劳和汉堡王 |
展开字幕全文（154 条）
| 序号 | 英文 | 中文 |
|---|---|---|
| 1 | This is a number three from McDonald's. | 这是麦当劳的第三个 |
| 2 | A burger, fries, and a drink. | 汉堡、薯条和饮料 |
| 3 | It costs $11 in New York City. | 纽约市要花11美元 |
| 4 | Fast food is supposed to be cheap and convenient, | 快餐应该便宜方便 |
| 5 | but do you ever find yourself spending more on fast food | 但你有没有发现自己花在快餐上 |
| 6 | than you expected to? | 比你预期的还要多? |
| 7 | You're not alone. | 你不是一个人。 |
| 8 | According to one study, | 根据一项研究 |
| 9 | Americans spend around $1,200 on fast food every year. | 美国人每年在快餐上花费约1200美元. |
| 10 | Places like McDonald's and Burger King | 比如麦当劳和汉堡王 |
| 11 | do everything in their power to get you to spend more money. | 尽其所能让你花更多的钱 |
| 12 | And it turns out, fast food isn't as cheap as you think. | 结果发现快餐没有你想的那么便宜. |
| 13 | Fast food is all about the deals. | 快餐是所有的交易。 |
| 14 | Value meals, combos, coupons, oh my. | 价值餐,梳子,优惠券,哦,我的上帝。 |
| 15 | But the seemingly simple menu | 但看起来很简单的菜单 |
| 16 | actually hides most of the options. | 实际上隐藏了大多数选项。 |
| 17 | Compare a fast food menu to a fine dining restaurant menu. | 将快餐菜单和餐饮菜单做比较. |
| 18 | The restaurant menu is simple and not very stimulating. | 餐厅菜单简单,不甚刺激. |
| 19 | But the fast food menu is a noisy mess | 但快餐菜单太乱了 |
| 20 | of options and categories. | 备选案文和类别。 |
| 21 | And fast food restaurants grab your attention | 快餐店吸引你的注意力 |
| 22 | with bright reds or oranges, | 有明显的红色和橙色, |
| 23 | along with big appetizing photos of their food. | 以及他们食物的开胃大照片 |
| 24 | There's a hierarchy. | 有等级. |
| 25 | The pictures are big, but the prices are small. | 照片很大,但价格很小。 |
| 26 | They keep your attention on the items that cost more | 他们把注意力放在那些花费更多的东西上 |
| 27 | by showing these really big on the left side, | 通过展示这些真正的大 在左边, |
| 28 | where you start reading. | 在那里你开始阅读。 |
| 29 | You're not wondering if that burger is worth $6. | 你不想知道那汉堡值不值六美元吗? |
| 30 | You're just looking at those big, juicy patties. | 你只是看着那些大,多汁的馅饼。 |
| 31 | Food pictures, they light up the brain, | 食物图片,它们点亮大脑, |
| 32 | particularly when you're hungry. | 特别是你饿了的时候 |
| 33 | Large food pictures for a food company are key. | 给一家食品公司拍大片是关键 |
| 34 | That's Hans de Paria. | 那是汉斯·德·帕利亚 |
| 35 | He's a health food entrepreneur | 他是一个健康食品企业家 |
| 36 | and a professor of business and society at NYU. | 纽约大学商业和社会教授。 |
| 37 | The playbook has been around for a while, | 游戏本有一段时间了 |
| 38 | I would say since the 80s, | 我想说从80年代起 |
| 39 | which has been centered around simplicity, | 以纯洁为中心的, |
| 40 | cheap and bold and bright. | 便宜又大胆又明亮 |
| 41 | Fast food restaurants use other tricks too, | 快餐店也用其他的把戏 |
| 42 | like not showing a dollar sign | 就像不显示美元标志 |
| 43 | or using a 979 or 89 pricing format. | 或使用979或89定价格式。 |
| 44 | Pretty much $10, but you still think it's $9 | 差不多十块,但你还是觉得九块 |
| 45 | because you eat left to right. | 因为你吃左到右 |
| 46 | But what about the dollar menu, right? | 但美元菜单呢? |
| 47 | Well, dollar and value menus do exist, | 嗯,美元和价值菜单确实存在, |
| 48 | but they're often small and far off to one corner | 但是它们往往很小 离一个角落很远 |
| 49 | where they are harder to see. | 在那里他们很难看到。 |
| 50 | And if you buy multiple items out of the value menu, | 如果你从价值菜单上买到多个项目 |
| 51 | it won't necessarily be cheaper than a happy meal. | 它不一定比一顿快乐的饭便宜 |
| 52 | So it's not necessarily less profitable for them, | 因此,它不一定 少盈利给他们, |
| 53 | but it accomplishes two things. | 但它完成了两件事。 |
| 54 | It keeps the consumer coming | 它让消费者来 |
| 55 | and it's catering to a consumer that is increasingly poorer | 给一个越来越穷的消费者 |
| 56 | in the case of these conventional fast food outlets. | 以这些传统快餐店为例。 |
| 57 | And even though fast food menus are big, | 尽管快餐菜单很大, |
| 58 | their confusing layouts make it difficult | 他们的混乱布局 使它很难 |
| 59 | to find exactly what you're looking for. | 去找你要找的东西 |
| 60 | It's easiest to read the menu | 看菜单很容易 |
| 61 | when you're close to the counter, | 当你靠近柜台时 |
| 62 | but then it's time to order. | 但是是时候点菜了 |
| 63 | The pressure is mounting | 压力越来越大 |
| 64 | and you just pick that big, bright, juicy number three. | 你只挑那个大, 明亮,多汁的第三个。 |
| 65 | And that number three is where the real secret | 第三个是真正的秘密 |
| 66 | of the menu lies, the combo. | 菜单的谎言,组合。 |
| 67 | The star of the menu is the combo menu. | 菜单的明星是组合菜单. |
| 68 | You can order an entree, a side, and a drink | 你可以点一份菜,一份饮料 |
| 69 | just by saying one easy number. | 只是说一个简单的数字。 |
| 70 | It takes a lot less time to order the number six | 订六号要花很多时间 |
| 71 | than a 10-piece nugget, medium fry, and a medium drink. | 比十品,中煎,中饮. |
| 72 | But have you actually done the math | 但你真的做了数学 |
| 73 | to see if that combo is saving you any money? | 看看那个组合有没有给你留钱? |
| 74 | Take McDonald's, for example. | 比如麦当劳 |
| 75 | If you buy a number three, it costs 10.39. | 如果你买一个三号,它花费10.39。 |
| 76 | But if you were to buy the double quarter pounder, | 但如果你买双倍四分之一磅 |
| 77 | medium fry, and medium drink, it costs 10.48. | 中煎,和中饮,价10.48元. |
| 78 | You're only saving nine cents. | 你只省九分钱 |
| 79 | And often you'll end up with things you didn't even want | 你经常会遇到你根本不想要的事情 |
| 80 | in portions that are way bigger than what's healthy. | 以比健康大得多的部分来说 |
| 81 | And creating this perception, which is quite real actually, | 和创造这种感觉, 这是相当真实的, |
| 82 | that the per ounce cost of something bigger is lower. | 每盎司的成本 更大的东西是较低的。 |
| 83 | And so I'm just getting better value for my money. | 所以,我只是得到更好的价值 我的钱。 |
| 84 | Forget the fact that I'm buying 32 ounces of soda, | 忘了我买了32盎司的苏打水 |
| 85 | which has half a cup of sugar. | 这里面有半杯糖 |
| 86 | The convenience of ordering a pre-selected meal | 订购预选餐的方便性 |
| 87 | gives fast food restaurants control over what you order. | 让快餐店控制你订购的东西 |
| 88 | Combine this with multiple size options and cheap upgrades. | 将此与多个大小选项和廉价升级相结合. |
| 89 | And it's hard to walk away with a small in every category. | 而每类中,以小数而走,则难矣. |
| 90 | When was the last time you went to a place like Taco Bell | 你上次去塔科贝尔这种地方是什么时候? |
| 91 | and just bought one taco? | 刚买了一个玉米卷? |
| 92 | Fast food restaurants make more money | 快餐店赚的钱更多 |
| 93 | from customers buying multiple items. | 客户购买多个物品。 |
| 94 | Items like soda have a much higher profit margin | 苏打水等物品利润率要高得多 |
| 95 | compared to burgers. | 比起汉堡 |
| 96 | So fast food companies do everything they can | 所以快餐公司尽其所能 |
| 97 | to get you to buy a drink. | 让你买饮料。 |
| 98 | They've added things like 24 hour locations | 他们加了24小时的定位 |
| 99 | and all day breakfast to make sure you can get | 和一整天的早餐 确保你能得到 |
| 100 | whatever you want, whenever you want it. | 随其所欲,随其所欲. |
| 101 | If you think you have more control | 如果你觉得你有更大的控制力 |
| 102 | in an ordering kiosk, you're wrong. | 在一个订单亭里,你错了。 |
| 103 | According to McDonald's CEO, Steve Easterbrook, | 根据麦当劳的首席执行官史蒂夫·伊斯特布鲁克的说法, |
| 104 | customers spend more on average at kiosks | 顾客平均花在亭子上的钱更多 |
| 105 | because they linger longer. | 因为他们更久了 |
| 106 | Guess what those kiosks also have? | 猜猜那些亭子还有些什么? |
| 107 | Lots and lots of pictures. | 很多很多照片,还有很多照片 |
| 108 | And that's just the tip of the frosty. | 那只是霜冻的一角 |
| 109 | Fast food companies are experts | 快餐公司是专家 |
| 110 | at getting customers in the door. | 让客人进来 |
| 111 | They advertise the most outrageous deals on signs, | 他们宣传最令人发指的招牌交易, |
| 112 | posters, and TV commercials. | 海报和电视广告。 |
| 113 | They can get you in the door | 他们可以让你进门 |
| 114 | for some buy one, get one free nuggets. | 买一个,免费买一块 |
| 115 | You'll probably buy a drink too. | 你可能也会买杯酒。 |
| 116 | Oh look, you can make that a meal | 哦,你看,你可以做一个饭 |
| 117 | and add fries for just a dollar more. | 再加薯条一块钱 |
| 118 | Companies also use brand tie-ins | 公司也使用品牌捆绑 |
| 119 | like Doritos, Locos, Tacos, and coupons | 像多利托斯,洛科斯,塔科斯,和券 |
| 120 | that expire within the week, | 在一周内到期的, |
| 121 | like the ones you may have seen | 就像你可能见过的一样 |
| 122 | on the bottom of your receipt. | 在你的收据底部。 |
| 123 | Not to mention app reward points | 更别提应用奖励点 |
| 124 | or special daily deals found only in the app. | 或仅在应用程序中找到的特殊日交易。 |
| 125 | Just like the old fashioned punch card, | 就像老式的拳头卡 |
| 126 | you'll eat at a restaurant more often | 你会经常在餐厅吃饭 |
| 127 | if each purchase brings you closer to free food. | 如果每次购买都让你更接近免费食物。 |
| 128 | Any one thing in isolation itself | 任何孤立的东西 |
| 129 | may not have a huge impact. | 可能不会产生巨大影响。 |
| 130 | The power of marketing is when you overlay things. | 市场营销的力量在于你把东西叠起来 |
| 131 | But there's a deeper issue here. | 但这里有一个更深层的问题。 |
| 132 | Fast food isn't as cheap as it used to be. | 快餐不如从前便宜. |
| 133 | According to Bloomberg, | 根据彭博社的说法, |
| 134 | the average price of a fast food burger | 快餐汉堡的平均价格 |
| 135 | has increased by 54% in the last decade, | 在过去十年中增加了54%, |
| 136 | outpacing fast casual and fine dining restaurants. | 超过快速 临时和精美的餐厅。 |
| 137 | But fast food is sometimes the only option | 但快餐有时是唯一的选择 |
| 138 | in low income food desserts. | 在低收入食品甜点。 |
| 139 | And your environment has a big impact | 你的环境也有很大的影响 |
| 140 | on your health and weight. | 关于你的健康和体重。 |
| 141 | Healthy fast casual offerings | 健康快餐临时提供 |
| 142 | are often so much more expensive than fast food | 经常比快餐贵得多 |
| 143 | that they no longer target the same demographic, | 不再针对同样的人口, |
| 144 | especially if you're feeding a family. | 特别是如果你喂养一个家庭。 |
| 145 | KFC will give you a lot more food per dollar | KFC会给你更多的食物一美元 |
| 146 | than an organic salad chain. | 比有机沙拉链。 |
| 147 | Fast food restaurants are able to lure consumers | 快餐店可以引诱消费者 |
| 148 | into spending more money on large unhealthy portions | 把更多的钱花在大块不健康的地方 |
| 149 | because it's more affordable than healthier options. | 因为比更健康的选择更负担得起 |
| 150 | Fast food can be cheap and convenient, | 快餐可以便宜和方便, |
| 151 | but you have to fight off all the psychological tricks | 但你必须摆脱所有的心理诡计 |
| 152 | that are engineered to get you to spend more money. | 让你花更多的钱。 |
| 153 | You shouldn't be paying a premium | 你不该付保险费的 |
| 154 | for low quality unhealthy food. | 低质量的不健康食品。 |
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