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CEO Steve Easterbrook is leaving McDonald into the age of cold
麦当劳首席执行官史蒂夫·伊斯特布鲁克使麦当劳陷入冰寒时节
By Thomas Buckley and Leslie Patton
撰文：托马斯·巴克利和莱斯利·巴顿
Three years ago, Steve Easterbrook ran out of patience.
三年前，史蒂夫·伊斯特布鲁克失去了耐心。
Before flying home to Chicago for the Christmas holidays, he stopped in Madrid to meet with Spanish executives from McDonald's.
在飞往芝加哥度圣诞假期之前，他在马德里停留，会见了来自麦当劳的西班牙高管。
In a conference room at the company's local office off the A6 highway,
在公司位于A6高速公路附近的一个会议室里，
the mood soured as managers lamented heavy losses on the evenings when FC Barcelona and Real Madrid C.F. competed.
经理们感叹巴塞罗那队和皇家马德里队在晚上的比赛中惨败，心情变得很不好。
Diners were staying home and ordering from archrival Burger King for delivery—a service McDonald's didn't offer.
食客们呆在家里，从主要的竞争对手汉堡王那里订购外卖，而麦当劳并不提供这项服务。
Conceding to Burger King in any circumstance is an indignity,
在任何情况下，向汉堡王让步都是一种侮辱性的行为。
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体育活动进行时，因为对手采用的现代化战术，而失掉数十万顾客，实在是让人忍无可忍。
It represented everything that was defective at the business Easterbrook had been running for 22 months McDonald's Corp. was just too analog.
这代表着伊斯特布鲁克22个月来经营的麦当劳所存在的缺陷，而这仅仅只是种类推。
A week before he was named chief executive officer,
在他被任命为首席执行官的一周前，
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.
麦当劳宣布，由于沮丧的美国客户放弃了Chipotle墨西哥卷饼和Chick-fil-A三明治品牌，公司经历了数十年来最糟糕的一年。在英国，
In the U.K. hundreds of artisanal burger competitors had appeared seemingly overnight on the food-delivery mobile app Deliveroo,
数以百计的手工汉堡包竞争对手似乎一夜之间都出现在食品递送手机应用 DeleVoOO 上，
which indulged the couch potato demographic with an unprecedented ease of access that felled the appeal of McDonald's drive-thrus.
这给那些电视迷带来了前所未有的便捷性，使麦当劳的汽车餐厅的吸引力大为逊色。
The time had come to address a weakness that stretched far beyond the company's Iberian territories.
现在，到了该把这个远远超出该公司在伊比利亚地区的缺陷予以解决的时候了。
