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 word'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 go 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 word most recognized person after Santa Claus.

 

【答案】

 

1.B

2.C

3.C

4.B

【解析】

試題分析：文章介紹世界最大的食品供應(yīng)商麥當(dāng)勞的創(chuàng)辦和發(fā)展的過程。

1.細(xì)節(jié)題，由第二段The first McDonald’s restaurant was opened in San Bernardino, California, in 1948 by brothers Mac and Richard “Dick” McDonald.可知McDonald's是在加力福利亞創(chuàng)辦的，選出答案B

2.事實(shí)辨認(rèn)，細(xì)節(jié)題。答案為C，根據(jù)是第二段Mac ran the restaurant side; Dick was the marketing genius.可知他們有明確的工作分工。選C

3.細(xì)節(jié)題。答案為C，根據(jù)是第二段最后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.可知這不是Kroc 的貢獻(xiàn)，選C

4.事實(shí)推斷題。根據(jù)第一段And the company’s symbol Ronald McDonald is now (or so the company claims) the word’s most recognized person after Santa Claus.和倒數(shù)第二段in any language he means fun” 選擇答案D.

考點(diǎn)：考查社會生活類短文

 

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