McDonald's is the world single biggest food provider with annual sales of around $12.4bn. And the company's symbol Ronald McDonald is now （or so the company claims） the world's most recognized person after Santa Claus.

The first McDonald's restaurant was opened in San Bernardino, California, in 1948 by brothers Mac and Richard “Dick” McDonald. Mac ran the restaurant side; Dick was the marketing genius. He had already invented the drive-in laundry and had been the first person to use neon lights in advertising. Now he spotted the gap in the post-war, baby-boom market for cheap, family-orientated restaurants with simple menus, standardized food and efficient service.

After a slow start, business began to boom. By 1954, the brothers were joined by another entrepreneur, a kitchen equipment salesman called Ray A Kroc who owned the franchise to the Multimixer, milk shake maker used throughout the McDonald's chain. A year later, Kroc had bought the McDonald brothers' chain of 25 franchises for the equivalent of around $70m（￡44m）. Dick remained with the company until the Seventies, when he and Kroc fell out over Kroc's claim that the chain was his creation.

Today, an almost Stalinist cult of personality surrounds Kroc （who died in 1984） at McDonald's, while the brothers who gave the company its name have all but been written out of its history. But though Kroc did not found McDonald's, he was certainly responsible for the empire-building philosophy which led to its world domination. He ushered in such essential contributions to international cuisine as the Big Mac （1968） and the Egg McMuffin （1973）; and helped launch Ronald McDonald —— “in any language he means fun” —— on to television in 1963.

Every three hours, a new McDonald's franchise opens somewhere in the world; it can be found in more than 100 countries including India （vegetarian-only to avoid offending the non-beef-eating populace） and Israel （non kosher, despite fierce local objection）. McDonald's chain embodied the thrusting, can-do spirit of Fifties America with staff mottoes such as “If you've got time to lean, you've got time to clean.”

1.McDonald's was founded _____.

A. by a kitchen equipment salesman

B. in California

C. by a marketing genius called Dick McDonald

D. after the first World War

2.What do we know about McDonald's brothers?

A. They were not McDonald's founders although they named the restaurant.

B. Their business was still in depression after several years.

C. They had clear job separation on business.

D. They sold their restaurant to a salesman in 1954.

3.Which is not Kroc's contribution to McDonald's ?

A. He launched the restaurant image Ronald McDonald on to television.

B. Under his lead, international cuisine as the Big Mac and the Egg McMuffin earned worldwide fame

C. He spotted the gap in postwar market for cheap, family-orientated restaurants.

D. He built McDonald's empire with a philosophy which led to its world domination.

4.Which statement is true according to the passage?

A. The single biggest food provider was however, not named after its founder

B. The international cuisine as the Big Mac, a beef hamburger, is provided every chain restaurant in the world.

C. Employees in McDonald's have no time to lean.

D. The symbol Ronald McDonald, means fun in any language, is said to the world most recognized person after Santa Claus.

 

【答案】

 

1.B

2.C

3.C

4.D

【解析】

試題分析：麥當(dāng)勞是世界上單一的最大的食物供應(yīng)商。世界上第一個麥當(dāng)勞餐廳開張于1948年在加利福尼亞的San Bernardino，由麥當(dāng)勞倆兄弟一手創(chuàng)辦。經(jīng)過緩慢的起步，生意開始興隆起來。1954年，Kroc加入并聯(lián)手把麥當(dāng)勞連鎖店開到世界各地，為世人所熟知�，F(xiàn)在每三個小時在世界上的某一個地方就有一個麥當(dāng)勞連鎖店開張。

1.細(xì)節(jié)理解題。根據(jù)第二段的The first McDonald’s restaurant was opened in San Bernardino, California, in 1948 by brothers Mac and Richard “Dick” McDonald.（第一個麥當(dāng)勞餐廳開張于1948年在加利福尼亞的San Bernardino，由麥當(dāng)勞倆兄弟一手創(chuàng)辦。）排除其他選項(xiàng)，選擇B。

2.細(xì)節(jié)理解題。根據(jù)第二段的Mac ran the restaurant side; Dick was the marketing genius. （Mac經(jīng)營著路邊的餐館；Dick則是銷售天才。），我們了解到：兄弟倆各有分工。故選C。

3.細(xì)節(jié)理解題。根據(jù)第二段最后的Now he （指Dick） spotted the gap in the post-war, baby-boom market for cheap, family-orientated restaurants with simple menus, standardized food and efficient service. （Dick發(fā)現(xiàn)了戰(zhàn)后剛剛繁榮的便宜的、家庭經(jīng)營的飯店，簡單的菜單、標(biāo)準(zhǔn)的食物和高效的服務(wù)。）故選C。

4.推斷判斷題。根據(jù)第一段的And the company’s symbol Ronald McDonald is now (or so the company claims) the world’s most recognized person after Santa Claus.(公司的標(biāo)志Ronald McDonald現(xiàn)在是或者公司自稱是當(dāng)今世界上繼圣誕老人之后最容易被認(rèn)出的人。)和倒數(shù)第二段in any language he means fun（無論任何語言，他都是好玩的意思。）” 選擇答案D。

考點(diǎn)：日常生活類閱讀。

 

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