新世纪大学英语u6_b2.pptVIP

Unit6;Preview;Ⅰ. Objectives;Ⅱ. Suggested Teaching Plan;;;;;;;;;;;Ⅲ. Background Information;BI-Mc1; The first McDonald’s restaurant was founded in 1940 by brothers Dick and Mac McDonald in San Bernardino, California. In 1948 the brothers remodeled their McDonald’s drive-in restaurant, creating the prototype for the modern fast-food restaurant. By the mid-1950s the original McDonald’s generated $350,000 a year in revenues. In 1954 Ray Kroc, then a 52-year-old salesman of milkshake machines, visited the restaurant and became convinced that its concept could work in other cities. The McDonald brothers agreed to let Kroc sell McDonald’s franchises (the right to market the company’s products within a certain area). In 1955 Kroc established a franchising company known as McDonald’s Systems, Inc. and opened a second McDonald’s restaurant in Des Plaines, Illinois. Within its first four years, the company had opened 228 restaurants, which generated $37.6 million in annual sales. In 1961 Kroc bought out the McDonald brothers for $2.7 million.; During the 1960s, McDonald’s began to mount aggressive advertising and marketing campaigns. In 1962 the company adopted the golden arches as its trademark. Ronald McDonald, the familiar clown that serves as McDonald’s mascot, was introduced in 1963. That year, signs at McDonald’s restaurants announced that the company had sold more than 1 billion hamburgers. In 1968 McDonald’s restaurants began serving the Big Mac, a two-patty burger that became the company’s flagship product. The company launched its highly successful “You deserve a break today” advertising campaign in 1970. By 1972 McDonald’s had 2,000 restaurants and $1 billion in annual sales. McDonald’s also began to establish high-profile charities. The company opened the first Ronald McDonald House in Philadelphia, Penn-sylvania, in 1974. Ronald McDonald Houses provide temporary housing near hospitals for the families of seriously ill children. Today, Ronald M