题目内容:
Questionsarebasedonthefollowingpassage.
McDonald'sishavingabitofanidentitycrisis.Recently,theburgergiantannounceda5.2%dropinprofitsforthefirstthreemonthsof2014anda1.7%decreaseinsamestoresalesintheUS.PresidentandCEODonThompsonemphasizedthatMcDonald'swouldbefocusingonitscoreproducts,likeitsBigMac,EggMcMuffin,anditsfamousFrenchfries.
Thompson'sback-to-basicsvowcomesinresponsetothesortofmenucreepthechainexperiencedin2013,whenitrolledoutaseeminglyendlessstreamoflimitedtimeoffers,likeitsMightyWings,asteakandeggburrito(玉米卷饼),asteakbreakfastsandwichandsoon.
It'svitalthatMcDonald'scraftaconsistentmessage,socustomers'expectationsaremetwhentheychoosetoeatthere.WhenMcDonald'sfirstgotoffthegroundinthe1940s,ithadanine-itemmenumadeupofhamburger,cheeseburger,softdrinks,milk,coffee,potatochips,andasliceofpie.Itbuiltitsiconic(标志性的)reputationonguaranteeingthatthesefoodandbeverageitemswouldhavethesamegreattastenomattertheMcDonald'slocationatwhichtheywereserved.
Justascrucial,toomuchmenudiversification,whichMcDonald'shassufferedfromoflate,leadstolongercustomerwaittimesinanindustrybuiltonspeed.
"What[McDonald's]workersdoinsidethosefourwallsisreallyimpressive.Everyonehastheirtimeandplace,andtheirentirejobisdoneintwoorthreesteps,"saysHowardPenney,managingdirectoratHedgeyeRiskManagement.
Addingmoreprocessesthatcomewithabiggermenu,specificallythesmoothie(奶昔)andespressomachines,hasdisruptedMcDonald'srestaurants'timeandmotion,hesays.IttakesalotlongertomakeasmoothiethanitdoestopourafountainCoke.
"Everythingthey'vedonetobecomeallthingstoallpeoplehasslowedservice,"Penneysays.
GoingbacktoitsrootscouldbejustwhatMcDonald'sneeds.Afterall,itseemslikealongshotforthefastfoodgianttobecomethenextChipotleorPanerasince,asPenneyputsit,"thecoreMcDonald'scustomerisnotlookingforawrapwithacucumber(黄瓜)init".
HowwillMcDonald'sdealwiththeidentitycrisisitisfacing? A.Stopofferingnewproductsforgood.
B.Gobacktoitsmainproducts.
C.Workhardtomakemoreprofit.
D.PromoteitssalesintheU.S.
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