第6章 From Burger Flipper to McDonalds CEO从烤汉堡的小伙计到麦当劳的掌门人(2)
While Mr Cantalupo worked hard to revitalise the McDonalds brand and achieve a healthier image in the age of obesityobesity n.肥胖， 肥大 his critics said it was not enough. He tried to downsize McDonalds huge high calorie meals by phasing out Super Size fries and bucket sized drinks and introduced salads and a breakfast sandwich.
澳大利亚驻纽约总领事肯·艾伦提到贝尔和坎塔卢波之间密切的工作关系和友谊。“坎塔卢波把贝尔喜欢的澳大利亚俚语翻译过来，”艾伦说，“要把坎塔卢波留下的伟大遗产继承下去，没有谁比贝尔更合适的了。”他说：“他将继续使麦当劳成为世界上最成功的公司之一。”另一家公司的马克·卡利诺夫斯基欢迎对贝尔的任命。他说“他在麦当劳干了30年。正如人们所说，他血管里都流着调味番茄酱。”
尽管坎塔卢波努力为麦当劳品牌带来了新的活力，并在肥胖的时代实现了更为健康的形象，但批评他的人说，这还做得不够。他逐步淘汰特大号炸薯条和桶装饮料，从而缩小麦当劳大号高热量快餐，并推出沙拉和早餐三明治。
Wall St. commentator Art Hogan said “Heres McDonalds trying to change its image and promote itself as providing a healthy diet and the big boss dies of a heart attack. What does that say about the companys meals to the average consumer？ A lot of people could be avoiding Big Macs in future.”
After the successful turnaround of its U.S. business McDonalds Corp. faces a new challenge—the sudden death of CEO Jim Cantalupo puts a young and unproven leader in charge of the worlds largest restaurant company. Charlie Bell has risen impressivelyimpressively adv.令人难忘地 within McDonalds and helped craft the strategy Cantalupo employed to revive its flagging U.S. sales and performance.
But after spending most of his career in regional posts in his native Australia， Bell must prove himself quickly in a job he was elevatedelevated adj.提高的， 严肃的， 欢欣的 to ahead of schedule.
华尔街评论员阿特·霍根说：“麦当劳千方百计要改变形象，并宣称提供了健康饮食，可老板却死于心脏病。这对该公司向普通消费者提供的快餐意味着什么呢？今后，许多人可能会因此避开巨无霸。”
成功地改变了在美国的经营状况后，麦当劳面临着一个新的挑战：首席执行官坎塔卢波突然去世把一个年纪不大而未经任何考验的领导人推上掌管这个全世界餐饮业巨无霸的宝座。贝尔在麦当劳迅速崛起令人印象深刻，并曾帮助制定坎塔卢波用以恢复麦当劳在美国不断萎缩的销售和业务的战略。
但是，由于贝尔的职业生涯多半是在他的祖国澳大利亚地区的岗位上度过的，因此，他必须在他被提前提升的岗位上迅速显示出自己的才能。
Analysts and franchisees attending the McDonalds convention in Orlando Fla. voiced confidence Mr. Bell will be able to keep the company on the upswing. Nonetheless even after rising 15 cents to 26.90 on Tuesday afternoon the stock price was down 2 percent since Mondays abrupt transition showing that shareholders have a wait and see outlook.
It was a focus on the front counters of the more than 13 000 U.S. McDonalds—a back to basics approach emphasizing more efficient operations and swifter service—that enabled McDonalds under Cantalupo to lift saggingsaggin 下垂［沉， 陷］， 松垂， 垂度 sales and revive a lacklustre brand. The fast food giant slowed its breakneck expansion pace and sharply boosted U.S. sales with help from three new products—entree sized salads McGriddles breakfast sandwiches and white meat chicken nuggets —as well as by keeping more of its domestic restaurants open late at night.
出席麦当劳在佛罗里达州奥兰多举行的大会的分析家和特许经销商表示他们有信心贝尔能够使公司保持兴旺。然而，尽管该公司的股票在星期二下午涨了15美分，涨到26.9美元，但是，自从星期一人事突然变动以来，股票价格还是跌了2%，这说明股票持有者采取了一种观望态度。
麦当劳把重点放在美国1.3万多家连锁店前台上，这是恢复到麦当劳强调高效经营和快速服务的惯例上，这些惯例使麦当劳在坎塔卢波的领导下提高了不断下降的销售额并振兴了一度死气沉沉的品牌。这个快餐巨人放慢了疯狂的扩张步伐并使美国的销售额大大增加，主要借助于主餐沙拉、早餐烤三明治和白肉鸡块三款新产品以及将国内更多的麦当劳餐馆的营业时间延长至深夜。
The company reached out to younger consumers with a new global advertising campaign and the tag line “Im lovin it.” It also has been trying to attract more diet conscious consumers with not only its salads but last weeks announcement that it will introduce adult Happy Meals featuring salad bottled water and a pedometer and fruit and lower fat options for its kids’ Happy Meals.
Independent consultantconsultant n.顾问， 商议者， 咨询者 Dick Adams a former McDonalds franchising executive said， “Theres a general sense that Mr. Bell will go along with Cantalupos agenda and plan because hes one of the adopters of that plan.” But his impact as CEO “remains to be seen.” Mr. Bell had been the heir apparent since the company promoted him from head of European operations to president and chief operating officer in December 2002 as part of the shake up that saw CEO Jack Greenberg depart.
麦当劳在全球发动了新的广告攻势，口号是“我就喜欢它”，以此来吸引年轻消费者。它还一直想方设法吸引更关注饮食健康的消费者，靠的不仅是它的沙拉，它上周还宣布，将推出包括沙拉、瓶装水和计步器的成人开心乐园餐以及水果和低脂食品的儿童开心乐园餐。
独立顾问、麦当劳前特许经销主管迪克·亚当斯说：“大家普遍的感觉是，贝尔将遵循坎塔卢波制定的议程和计划，因为他是该计划的制定者之一。”不过，他作为首席执行官的影响力还“有待观察”。自从麦当劳于2002年12月把他从欧洲总裁提升为公司总裁兼首席运营官以来，贝尔一直是显然的接班人。对贝尔的提拔是使原首席执行官杰克·格林伯格下台后的改组的一部分。
The company said Mr. Bell would have help in the transition from Andrew McKenna the presiding director of McDonalds board who was named to take over Mr. Cantalupos other duties as chairman. But Mr. McKenna 74 is unlikely to hold that post for the long term.
麦当劳公司称，贝尔将在从主持公司董事会的安德鲁·麦克纳的过渡中发挥帮助作用，麦肯纳还被任命接替坎塔卢波作为董事长的其他职责。不过，现年74岁的麦肯纳不大可能在这个岗位长期待下去。
平步青云的贝尔无论在澳大利亚，还是在欧亚或美国，都用心研究业务和顾客消费规律。他深知中午和傍晚马路上车最多时便是顾客最需要麦当劳时。每到这时，他总和员工们一道亲自站台服务，接待顾客。有人说，贝尔是近年来餐饮业中惟一亲自站柜台的董事长。他也是麦当劳历史上最年轻的总裁，被称为“麦当劳的巨无霸”。
