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(4)（在线收听）

In 1940 brothers Dick and Mac McDonald redesigned and rebuilt their modest hot dog drive-in,

1940年，迪克·麦当劳和麦克·麦当劳兄弟在加利福尼亚圣贝纳迪诺山脉的背阴处，

in the shadows of California's San Bernardino mountain range, into McDonald's Bar-B-Q, which sold 25 items.

1940年，迪克·麦当劳和麦克·麦当劳兄弟在加利福尼亚圣贝纳迪诺山脉的背阴处，重新设计并重建了他们那间简陋的热狗店，把它改建成了麦当劳户外烤肉店，出售25种商品。

By 1948 they dropped "Bar-B-Q" from the name and streamlined the menu to offer only the most profitable foods:

到1948年，他们将“烤肉”从名字中去掉，并简化了菜单，只提供最赚钱的食物：

hamburgers, cheeseburgers, potato chips, coffee, soft drinks, and apple pie.

汉堡包、芝士汉堡、薯片、咖啡、软饮和苹果派。

The restaurant seated about a dozen customers on outdoor stools and sold 15-cent hamburgers,

这家餐厅让十几名顾客坐在户外凳子上就餐，销售15美分的汉堡包。

which were bagged within 30 seconds of being ordered thanks to the pioneering Speedee service system.

由于开创性的速倍达服务系统，汉堡包在点餐后30秒内就能打包好。

The system had begun with the brothers sketching out life-size kitchen blueprints on a tennis court with chalk and having employees act out cooking and serving tasks.

这个系统是从兄弟俩在网球场上用粉笔勾勒出真人大小的厨房蓝图开始的，员工进行做饭和服务的工作。

After settling on the fastest method, they contracted kitchen equipment companies to build machinery to support the choreography.

在确定了最快的方法后，他们与厨房设备公司签约，建造机械来支持工作安排。

Breakthroughs included custom-made saucing guns for the buns and curved steel ramps

新突破包括为圆面包定制调味汁喷枪，以及弯曲的钢制坡道。

on which burgers would slide down into cashiers' hands to pass on to diners.

汉堡包可以从这些坡道上滑入收银员手中，传给食客。

At the time, only a handful of burger chains were using similarly bespoke hardware.

当时，只有少数汉堡连锁店使用类似的定制硬件。

No one was as passionate about McDonald's potential for expansion as Ray Kroc,

没有人对麦当劳的扩张潜力像雷·克洛克（Ray Kroc）那么充满热情，

a struggling milkshake machine salesman from Illinois who met Dick and Mac at their restaurant in 1954 on a business trip.

他是一位来自伊利诺伊州的努力售卖奶昔机的销售员。1954年，他出差时在迪克和麦克的餐厅遇到了俩兄弟。