商业周刊:麦当劳CEO史蒂夫·伊斯特布鲁克使麦当劳陷入冰寒时节(3)（在线收听）

"I'm a Quarter Pounder guy," he says with a calculated slowness not unlike Daniel Day-Lewis's "I'm an oil man" in There Will Be Blood.

“我是个汉堡狂，”他说得很慢，一副深思熟虑的样子，这和《血色将至》中丹尼尔·戴·刘易斯说“我是一个石油商”时的样子没什么差别。

The 52-year-old British CEO has the tall, broad frame of a rugby player, with thick waves of black hair and piercing blue eyes.

这位52岁的英国首席执行官身材高大，体格健硕，身材很像橄榄球运动员，他有着浓密的黑发和犀利的蓝眼睛。

He's described as an inscrutable blend of mild manners and obsessive competition by members of his fresh-faced leadership team.

其全新的领导团队将他描述为，是拥有温和的举止和执著的竞争意识的令人难以捉摸的混合体。

(Upon taking the top job in 2015, Easterbrook fired or let go 11 of the 14 most senior executives he inherited.)

（伊斯特布鲁克在2015年就任首席执行官后，解雇了他接手的14位高管中的11位。）

He expects the delivery business to account for about $4 billion in sales by the end of this year.

他预计，到今年年底，配送业务的销售额将达到约40亿美元。

Catching up to Burger King on delivery would be the first item on a long list of improvements Easterbrook already had in mind for McDonald's.

在伊斯特布鲁克为麦当劳准备的一长串改进计划中，赶超汉堡王将是第一项任务。

Broadly, he wants to reconfigure his restaurants into enormous data processors, complete with machine learning and mobile technology, essentially building the Amazon of excess sodium.

大体上，他希望将自己的餐厅重新配置成巨大的数据处理器，配备机器学习和移动技术，基本上就是建立像亚马逊公司那样的机制。

Franchisees have balked at the costs of implementing his vision, which includes drive-thrus equipped with license-plate scanners (the better to recall one's previous purchases)

特许经营商对实现他的愿景的成本犹豫不决，其中包括配备有车牌扫描仪（最好能回忆起以前购买的商品）的汽车餐厅

and touchscreen kiosks that could ultimately suggest menu items based on the weather.

和最终可以根据天气来建议菜单的触摸屏式服务亭。

So far, the strategy has proved compelling:

到目前为止，这一战略已被证明令人不可抗拒：

Only a handful of other companies in the S&P 500,

自2015年以来，只有少数标准普尔500指数中的其他公司的业绩超过了麦当劳的收益，

almost all of them California technology suppliers such as semiconductor giant Advanced Micro Devices and chipmaker Nvidia, have outperformed McDonald's returns since 2015.

这些公司几乎都是加州的技术供应商，如半导体巨头超微半导体公司（Advanced Micro Devices）和芯片制造商英伟达（Nvidia）。

The gains have generously rewarded institutional investors like BlackRock Inc. and Vanguard Group Inc., who've long been among the chain's largest backers.

这些巨头对资产管理公司贝莱德（BlackRock Inc.）和美国先锋投资集团（Vanguard Group Inc.）等机构投资者进行慷慨地回报。这些公司长期以来一直是麦当劳的最大支持者。

Easterbrook wants to reclaim the company's image as a beacon of innovation, a designation McDonald's hasn't enjoyed since roughly the Truman administration.

伊斯特布鲁克希望重新树立公司作为创新标志的形象，这是自杜鲁门政府执政以来麦当劳从未享有的称号。