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He later worked as a restaurant manager for McDonald's before being named to head its U.K. division, which he turned around in the 2000s after years of waning sales.
后來，他被任命為麥當勞餐廳經理，隨后成為英國分部負責人。經歷了多年銷售額下降之后，情況在2000年開始好轉。
In that role, he mounted a defense against fast-food critics by debating them on live television.
擔任此職務期間，他在電視直播中與快餐評論家辯論，捍衛麥當勞。
He revitalized the company's image as a family-friendly outlet by introducing organic milk, cutting the fries' salt content, and offering free Wi-Fi.
他通過引進有機牛奶、減少薯條的含鹽量，以及提供免費Wi-Fi的方式，重塑了公司作為適合全家進餐的商鋪形象。
He also tried unsuccessfully to get the Oxford English Dictionary to amend its definition of "McJob,"
他還試圖讓《牛津英語詞典》修改其對“McJob”的定義，但沒能成功。
a slang term used since at least 1986 that denoted "an unstimulating, low-paid job."
McJob是一個至少自1986年起就開始使用的俚語，意思是“一份不刺激、薪水低的工作?！?/div>
In the fall of 2014, McDonald's went public with "Experience of the Future," an initiative Easterbrook had been shepherding.
2014年秋天，麥當勞以“未來體驗”的理念面向公眾，這是伊斯特布魯克一直指導的一項舉措。
It reimagined the store entirely, from how orders were placed to what services were offered.
它徹底重塑了商鋪的形象，從如何下訂單到提供什么服務。
In the upgraded restaurants, diners can use touchscreen kiosks to customize their burgers into millions of permutations, such as adding extra sauce and bacon to a Big Mac.
在升級后的餐廳里，進餐者可以使用觸摸屏式售賣機將漢堡定制成數百萬種組合，比如在巨無霸漢堡中加入額外的醬料和熏肉。
The thinking was that giving customers more say over their orders would result in them paying more for tailored items.
他們的想法是，讓客戶有更多的發言權，這樣他們將會為定制的食品支付更多的費用。
Some franchisees have benefited so much that their restaurants' sales are now growing at a double-digit rate.
一些特許經營商已經從中受益匪淺，他們餐廳的銷售額現在正以兩位數的速度增長。
But others have banded together in open rebellion and forced the company to slow the program's full rollout two years past its original target.
但也有一些人聯合起來公開反抗，迫使公司將該項目的全面推出速度比原定目標推遲了兩年。
They object to the enormous costs of the project, which, for owners of several locations, can run into tens of millions of dollars,
他們反對該項目的巨大成本，對多個地點的業主來說，其成本可能高達數千萬美元，
even with McDonald's offering to subsidize 55% of the capital for the remodels.
即使麥當勞提供55%的資金補貼用于改建。
From a business perspective, the enhancements are achieving what they set out to do
從商業角度來看，這些改進正在實現他們設定的目標，
—annual profits have inched higher since Easterbrook's appointment, and McDonald's posted its fastest global sales gain in seven years last quarter.
自伊斯特布魯克任職以來，公司的年利潤已經小幅上升，麥當勞上季度公布了七年來最迅速的全球銷售增長量。
Initiatives such as all-day breakfast, which includes the staple McMuffin, and new products like doughnut sticks are also credited with bringing customers back
比如包括主食麥式麥芬的全天候早餐和甜甜圈等新產品，也被認為能讓顧客們再來購買，
even as the expanded menu hampers the classic McDonald brothers' efficiency.
盡管擴充后的菜單妨礙了經典麥式兄弟餐食的制作效率。
