2012 年雅思考试阅读模拟试题(含答案) How a Frenchman is reviving McDonald's in Europe A. When Denis Hennequin took over as the European boss of McDonald's in January 2004, the world's biggest restaurant chain was showing signs ofrecovery in America and Australia, but sales in Europe were sluggish or declining. One exceptionwas France, where Mr Hennequin had done a sterling job as head of the group's French subsidiary to sell more Big Macs to his compatriots. His task was to replicate this success in all 41 of the European countries where anti-globalisers' favourite enemy operates. B. So far Mr Hennequin is doing well. Last year European sales increased by 5.8% and the number of customers by 3.4%, the best annual results in nearly 15 years. Europe accounted for 36% of the group's profits and for 28% of its sales. December was an especially good month as customers took to seasonal menu offerings in France and Britain, and to a promotion in Germany based on the game of Monopoly. C Mr Hennequin's recipe for revival is to be more open about his company's operations, to be "locally relevant", and to improve the experience of visiting his 6,400 restaurants. McDonald's is blamed for making people fat, exploiting workers, treating animals cruelly, polluting theenvironment and simply for being American. Mr Hennequin says he wants to engage in a dialogue with the public to address these concerns. D. He introduced "open door" visitor days in each country which became hugely popular. In Poland alone some 50,000 visitors came to McDonald’s through the visitors' programme last year. The Nutrition Information Initiative, launched last year, put detailed labels on McDonald's packaging with data on calories, pr...
