Russians back at that time, during Glasnost, were interested in anything Western.

過去在開放時期的俄羅斯人，對來自西方的任何事物都很感興趣。

Western culture, they were starving for it.

他們迫不急待感受西方文化。

But 30 years later, amid pressure from US consumers following Russia's invasion of Ukraine, McDonald's announced it would be temporarily closing all 850 locations in Russia, which accounts for about 9% of McDonald's global revenue.

但30年後俄羅斯入侵烏克蘭，在美國消費者給出的壓力下，麥當勞宣布其將暫時關閉在俄羅斯的850家據點，約佔麥當勞全球收入的9%。

McDonald's shares dropped steadily since the invasion began on February 24th, and hit a low of $222 following news of the exit.

8月24號，俄羅斯入侵的當天，麥當勞的股票逐漸下跌，並在退出消息傳出後跌到 222 美元的低點。

In an unprecedented movement, over 750 companies have since curtailed operations in Russia.

史無前例地，自那以後已有超過 750 家公司縮減了在俄羅斯的業務。

The first Russian McDonald's opened in Moscow on January 31st, 1990, shortly before the Soviet Union collapsed.

蘇聯解體不久，俄羅斯的第一家麥當勞於1990年的1月31日在莫斯科開幕。

It was a really big moment for the country, and the restaurant drew large crowds.

對於這個國家來說，這一刻的意義非凡，而這家餐廳吸引了大批的人潮。，

Some have been waiting for two and a half hours.

有些人已經等了兩個半小時。

And because this is Moscow, not everyone knows why.

而因為這裡是莫斯科，不是每個人都知道發生了什麼。

This woman joined the line, knowing something must be on sale here.

這個女人跟著排隊，知道這裡一定有東西在特價。

She thought it was ice cream.

她覺得是冰淇淋。

It was the biggest McDonald's in the world, and the fast-food chain sold 34,000 burgers on its first day.

這是全球最大的麥當勞，而這家速食連鎖店在開幕第一天就賣出了34,000份漢堡。

But for the Soviet Union, McDonald's meant more than just hamburgers.

在蘇聯解體前，麥當勞只不過代表著漢堡。

Two months after the fall of the Berlin Wall, the introduction of its first American restaurant symbolized capitalism and the gateway to the West.

而在柏林圍牆倒塌的兩個月後，美式餐廳的引入象徵著資本主義和通往西方的門戶。

I was there in the spring of 1988 when the Reagan Gorbachev Summit was happening in... in May, and they did a pop-up of McDonald's just to introduce it.

1998年的春天，雷克雅未克峰會舉行時我在場，那時是五月，然後他們突然介紹起了麥當勞。

People were very excited and there were all these lines to line up and see it.

人們都很興奮，然後為了看看麥當勞而排起了一隊又一隊。

I waited for a little while and I kept saying to my friends, "Really, this is not what you want to wait in line for."

我等了一陣子，然後我一直跟我朋友說：「說真的，你排隊不是為了等這種東西。」

I mean, no offense to McDonald's, but it's not great food, you know, and...

我的意思是，我對麥當勞沒惡意，只是你也知道的，它賣得也不是很好的食物，而且……

But they were just excited for anything American because they really loved American products.

但他們只是對任何關於美國的事物感到很激動，因為他們真的很愛美國產品。

They loved American fashion. They loved American food.

他們愛美國時尚、美國食物。

They loved any information they could get about America.

他們愛任何關於美國的資訊。

McDonald's hired 630 workers out of 27,000 applicants, and all employees were trained to smile.

麥當勞從27,000個應聘者中招募了630名員工，然後所有員工都被訓練要面帶微笑。

Totally opposite from Soviet culture at the time.

完全和當時的蘇聯文化相反。

The indoctrination of the young staff has created a pep rally enthusiasm that confounded some first-day customers.

對年輕員工的灌輸讓他們營造出了一種高昂熱情的服務態度，讓第一天一些顧客們不免有些困惑。

Because it's very unusual for Soviet people to be... to be kind and to be polite to everybody.

因為對蘇聯人民來說……對每個人都親切又有禮貌是很不尋常的。

The fast-food giant quickly expanded into Russia, eventually adding about 850 locations, the largest American exposure to Russia since it owns [a] majority of its restaurants.

這間速食巨頭迅速地擴張到俄羅斯，最終增加了850間據點，佔了本身所有餐廳的一大部分，而這是美國在俄羅斯最大的曝光。

McDonald's in Russia was somewhat popular; it accounted for about 9% of McDonald's global revenue.

俄羅斯的麥當勞還滿受歡迎；它佔了麥當勞全球營收的9%。

But that's mostly because McDonald's owned the majority of its restaurants in Russia.

但那是因為麥當勞大部分的餐廳都在俄羅斯。

But it was only about 2% of its systemwide sales, which is an indication of every customer who goes and buys a Big Mac and McNuggets, not necessarily how much money trickles through to McDonald's overall.

但只佔其全部系統銷售的2%，代表每個顧客都購買了大麥克和麥克雞塊，但不等於有多少資金流向了麥當勞的整體銷售額。

On March 8th, 2022, McDonald's announced its plans to temporarily close restaurants and pause operations in Russia in response to the country's invasion of Ukraine.

在2022年的3月8日，為回應俄羅斯對烏克蘭的入侵，麥當勞宣布了其在俄羅斯暫時關店和停止運營的計畫。

McDonald's took some time to finally make a statement and to shut down its restaurants in Russia, and I believe it was about a week after the Kremlin initially invaded Ukraine.

麥當勞花了一些時間才作出聲明並關閉俄羅斯的餐廳，我相信是在俄羅斯總統府開始入侵烏克蘭的一個禮拜後。

And in that time, they had come under pretty heavy criticism, particularly from Yale professor, Jeffrey Sonnenfeld,

在那時，他們受到了相當猛烈的批評，特別是來自耶魯大學的教授， Jeffrey Sonnenfeld，

for failing to say anything on the matter, for failing to say anything with regards to well-wishes for the Ukrainian community, the Ukrainian operators, that kind of thing.

在這件事上什麼話也說不了、對烏克蘭人民、執政者一句好的關心和祝福也沒有，諸如此類的。

Amid pressure for US companies to shut down their presence in Russia, other fast-food chains have followed suit.

在要求美國企業關閉俄羅斯業務的壓力下，其他的速食連鎖店也跟著效仿。

But unlike McDonald's, those chains don't actually operate the locations themselves.

但不像麥當勞，那些連鎖店不是由他們自己親自運營在俄羅斯的據點的。

Later in the day, Starbucks, PepsiCo, and Coca-Cola announced their plans to pause the business activity in Russia.

當天晚些時候，星巴克、百事可樂和可口可樂宣佈停止在俄羅斯的商業活動的計畫。

Yum Brands, which franchises about 1,000 KFC restaurants and 50 Pizza Hut locations in Russia, decided to suspend all investment and restaurant development in the country.

百勝餐飲集團，在俄羅斯開了約1000家的肯德基和50家的必勝客，也決定停止在這個國家的所有投資和餐飲發展。

Burger King, which entered Russia through a joint-venture agreement, is moving to divest its 15-percent stake in the Russian business and suspending all corporate support to its 800 franchised locations.

漢堡王，透過合資協議來進軍俄羅斯，正準備將其在俄羅斯15%的股份撤資，並暫停對其800多家加盟店的支援。

It's a way of symbolically showing that we don't stand with their actions in Ukraine, but it's also a way of, you know, cutting off Russia from the West, from the US.

這是一種我們反對他們對俄羅斯的行為的表態，但你知道的，這也是一種將俄羅斯與西方、美國隔絕的方式。

And I think, also, this is part of a general movement as a whole for US companies to respond to political movements, things that go beyond just selling hamburgers.

而我也認為，這是全體美國企業應對政治運動的總體行動的其中一部分，不只是關於停賣漢堡而已。

Think about, like, the Black Lives Matter movement, for example, in June of 2020.

想想看，舉例來說，2020年6月的黑人的命也是命運動。

There's no telling when or if McDonald's will resume its operations in Russia, but the company is taking quite a hit to its bottom line.

很難說麥當勞何時或是否會恢復在俄羅斯的運營，但該公司的底線受到了相當大的打擊。

84% of its 850 locations in Russia are operated by McDonald's, the rest are operated by franchisees.

麥當勞在俄羅斯的850家據點有84%是直營，剩下的才是加盟店。

McDonald's CFO has said it's losing about $50 million per month during the shutdown, or roughly 5 to 6 cents per share.

麥當勞的財務長表示，因為本次的關店而導致了每個月5000萬美金，或大約每股 5 到 6 美分，的損失。

We're working through the im⏤exact impact of all of that right now, but it also will include things like paying our lease costs for mostly-leased sites in Russia.

我們正在努力解決這些所帶來的一定影響，但也包括了支付我們在俄羅斯大部分租賃據點的租賃費用。

We'll have some supply-chain-related costs and some⏤various other costs.

我們會有一些供應鏈相關成本，和一些各式各樣的支出。

McDonald's has also closed its 108 locations in Ukraine for safety reasons.

麥當勞為了安全考量也關閉了在烏克蘭的108家據點。

Russia and Ukraine together account for roughly 2% of McDonald's systemwide sales and 3% of its operating income.

俄羅斯和烏克蘭加起來佔了麥當勞總系統銷售的2%，和營業收入的3%。

In the meantime, the fast-food chain has committed to still paying its employees in both countries.

與此同時，這家速食連鎖店也已承諾承諾仍會向兩國員工支付工資。

If they continue to pay their employees⏤62,000 employees in Russia⏤that impact will remain, at around that 50-million-dollar per month.

如果他們繼續支付工資的話──俄羅斯的62,000名員工──也會持續帶來影響，大約是每個月5000萬美元。

If they stop paying their employees, I think that number comes down dramatically.

如果他們停止支付薪水，我想那個數字會掉很多。

We just don't know if or when they will stop paying their employees in that market.

只是我們不知道他們是否或何時會停止支付薪水給那個市場中的員工。

I think once they do, I think it's kind of another retrenchment backwards.

我認為一旦他們這麼做了，那會是另一種讓自己退步的裁員行為。

It takes much longer for them to restart operations there.

他們需要花更長時間才能在那裡重新開始。

If they don't have employees, it'll take a lot longer to... to do.

如果他們沒有員工，那又會花更久。

McDonald's said in a statement that. "At this juncture, it's impossible to predict when we might be able to reopen our restaurants in Russia."

麥當勞在一項聲明中表示：「在現在這個關頭，我們完全無法預測我們是否會在俄羅斯重新開業。」

Some analysts expect that those Russian restaurants won't reopen until the end of the year.

一些分析人士預計，那些在俄羅斯的餐廳在今年年底前不會重新開業。

Some predict this move could be permanent.

有些人預計此舉可能是永久的。

If this comes to a resolution over the coming weeks or months, it's possible that they can restart operations.

如果這在未來幾週或幾個月內得到解決，他們可能會重新開始運營。

And, again, it'll be much easier for them to restart operations if they're continuing to pay employees and have them on the payroll versus if they stop paying people and they have to go find other jobs.

而再一次，比起停止支付僱員讓他們去找其他工作，持續支付薪資並雇用這些員工會使他們重新開始運營容易得多。

It'd be much more difficult to find those 62,000 employees again and restart operations.

重新找到那 62,000 名員工並再次開始運營會困難許多。

Another concern is the possibility of sales across broader Europe slowing down as the war continues, as well as the overall risk of deglobalization.

另一個擔憂是隨著戰爭持續，以及去全球化的總體風險下，整個歐洲的銷售正在放緩。

One thing is for certain: The end of McDonald's in Russia would be just as historic as its beginning.

有一件事是肯定的：麥當勞在俄羅斯的結束會像它的開幕一樣具有歷史意義。

The trouble is, those who support the war are probably going to view it as another unjust action by the West for what they think is a modest military operation in Ukraine that they've been convinced is totally justified.

而問題是，那些支持這場戰爭的人可能會認為這是西方又一次有失公正的行動，因為他們已經被說服對烏克蘭進行的是一場適度的軍事行動，而那是完全正當的。

And so a hugely symbolic on the way in for everyone, but a different symbolism on the way out.

而對每個人來說，進入俄羅斯食有巨大的象徵，但離開的時候卻有不同的意義。

And of course, Sarah, Pepsi was the first one in there, 1984, and now, as Mike said in his reading, that's gone, too.

而當然，Sarah，在1984年時，百事可樂是首先進入俄羅斯的，而現在，就像Mike在他的播報中所說的，它也離開了。