彭蒙惠英语:20110218 MP3在线课程 Super-Style Me!

时间 : 2013-12-16 13:02来源 : VOA官网 收听下载次数 :
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A modern design for a classic icon

McDonald's is a decentralized beast, a constituency divided by not only national borders and time zones but also by cultural expectations. The question, Weil says, is, "How do you increase service speed and efficiency and optimize the customer experience at the same time?"

The answer will soon pop up in a neighborhood near you. Weil has created what he calls a "living network" where ideas bubble up from McDonald's global partners and are relentlessly filtered and tested by Weil and his team. "One of the strengths of my job is to conceptualize what happens in the marketplace and distill the principle out of it," Weil explains.

Adapting to the culture

A decade ago Pierre Woreczek, chief brand and strategy officer for McDonald's Europe, realized that the giant clown and prefab furniture had to go if McDonald's was to have a future on the continent. "Everything that was global was seen as not very quality, but efficient and profit-driven," he says.

"We are not competing with our direct competitors anymore," Woreczek says. "We are competing with the streets," noting that each region will need to seem more in tune with what is hip to attract customers.

"If Martians came down to Earth and visited a McDonald's, a post office, and a bank, they wouldn't be able to tell the difference," Weil says while enjoying a late-morning snack of fries and Chicken McNuggets. "They would just see that everything starts with a line, has a counter that acts as a divider where the money exchanges and has something hidden going on way in the back."

"I've been on a quest to figure out how to merge design and business," Weil says.

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