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CEO Steve Easterbrook is leaving McDonald into the age of cold
麥當(dāng)勞首席執(zhí)行官史蒂夫·伊斯特布魯克使麥當(dāng)勞陷入冰寒時(shí)節(jié)
By Thomas Buckley and Leslie Patton
撰文：托馬斯·巴克利和萊斯利·巴頓
Three years ago, Steve Easterbrook ran out of patience.
三年前，史蒂夫·伊斯特布魯克失去了耐心。
Before flying home to Chicago for the Christmas holidays, he stopped in Madrid to meet with Spanish executives from McDonald's.
在飛往芝加哥度圣誕假期之前，他在馬德里停留，會見了來自麥當(dāng)勞的西班牙高管。
In a conference room at the company's local office off the A6 highway,
在公司位于A6高速公路附近的一個(gè)會議室里，
the mood soured as managers lamented heavy losses on the evenings when FC Barcelona and Real Madrid C.F. competed.
經(jīng)理們感嘆巴塞羅那隊(duì)和皇家馬德里隊(duì)在晚上的比賽中慘敗，心情變得很不好。
Diners were staying home and ordering from archrival Burger King for delivery—a service McDonald's didn't offer.
食客們呆在家里，從主要的競爭對手漢堡王那里訂購?fù)赓u，而麥當(dāng)勞并不提供這項(xiàng)服務(wù)。
Conceding to Burger King in any circumstance is an indignity,
在任何情況下，向漢堡王讓步都是一種侮辱性的行為。
but losing hundreds of thousands of customers to the enemy's modernized tactics during one of Spain's most important weekly fixtures was the final straw.
但是，在西班牙每周最重要的體育活動進(jìn)行時(shí)，因?yàn)閷κ植捎玫默F(xiàn)代化戰(zhàn)術(shù)，而失掉數(shù)十萬顧客，實(shí)在是讓人忍無可忍。
It represented everything that was defective at the business Easterbrook had been running for 22 months McDonald's Corp. was just too analog.
這代表著伊斯特布魯克22個(gè)月來經(jīng)營的麥當(dāng)勞所存在的缺陷，而這僅僅只是種類推。
A week before he was named chief executive officer,
在他被任命為首席執(zhí)行官的一周前，
the company announced it had suffered one of its worst years in decades as dejected U.S. customers abandoned the brand for Chipotle burritos and Chick-fil-A sandwiches.
麥當(dāng)勞宣布，由于沮喪的美國客戶放棄了Chipotle墨西哥卷餅和Chick-fil-A三明治品牌，公司經(jīng)歷了數(shù)十年來最糟糕的一年。在英國，
In the U.K. hundreds of artisanal burger competitors had appeared seemingly overnight on the food-delivery mobile app Deliveroo,
數(shù)以百計(jì)的手工漢堡包競爭對手似乎一夜之間都出現(xiàn)在食品遞送手機(jī)應(yīng)用 DeleVoOO 上，
which indulged the couch potato demographic with an unprecedented ease of access that felled the appeal of McDonald's drive-thrus.
這給那些電視迷帶來了前所未有的便捷性，使麥當(dāng)勞的汽車餐廳的吸引力大為遜色。
The time had come to address a weakness that stretched far beyond the company's Iberian territories.
現(xiàn)在，到了該把這個(gè)遠(yuǎn)遠(yuǎn)超出該公司在伊比利亞地區(qū)的缺陷予以解決的時(shí)候了。
