Name: 你知道麥當勞曾經推出「麥披薩」而且還慘敗收場嗎？ (The McDonald’s McPizza: A Huge Failure)
Uploaded: 2024-06-13T21:01:10.000Z
Duration: 6 min 15 s

From double quarter-pounders to double quarter-pounders with cheese, McDonald's menu is the stuff of legend.

從雙份四分之一磅到加奶酪的雙份四分之一磅，麥當勞的菜單堪稱傳奇。

And depending on where you are, it changes.

根據你所在的位置，外單會改變。

情態副詞

If you're in Hawaii, you can order locally sourced Kona coffee, in Spain you can get a goat cheeseburger, and in Japan, you can get a matcha green tea McFlurry.

如果你在夏威夷，你可以點當地採購的科納咖啡；在西班牙，你可以吃到山羊奶酪漢堡；在日本，你可以吃到抹茶綠茶麥芬。

But if you're an eagle-eyed viewer, you might be noticing a delicious, cheesy, circle-shaped hole in their menu.

但是，如果你是一個目光敏銳的觀眾，你可能會注意到他們的菜單上有一個美味、起司味十足的圓洞。

After all, McDonald's whole thing is serving easily reproducible, people-pleasing, and iconically American foods, and if there's one thing that checks all those boxes, plus the additional box of being pizza, it's pizza.

畢竟，麥當勞的宗旨是提供易於複製、討人喜歡和標誌性的美式食品，如果有一種食品能滿足所有這些要求，再加上披薩這個附加條件，那就是披薩了。

Well, it turns out that McDonald's did serve pizza for about 15 years, and it ended up being a massive, expensive failure.

事實證明，麥當勞在大約 15 年的時間裡確實提供過披薩，但最終以巨大的失敗而告終。

McDonald's first introduced the McPizza in Kentucky and Indiana in 1989.

1989 年，麥當勞首次在肯塔基州和印第安納州推出麥披薩。

Riding high and looking to attract more dinnertime customers, C-suite officials saw expanding into the $21 billion pizza industry as a sure way to make more money.

為了吸引更多用餐時間的顧客，麥當勞高層認為，進軍價值 210 億美元的披薩業是賺取更多利潤的可靠途徑。

McPizza was a long shot from the beginning, but it proved popular with its first two restaurants, so the company brought more pizza to more places.

麥披薩從一開始就不被看好，但事實證明，前兩家餐廳很受歡迎，所以公司將更多的披薩帶到了更多的地方。

The company also piloted several pasta dishes that would join the McPizza to create a new, exclusive dinner menu that didn't include burgers, and soon, you could buy pizzas in over 2,000 franchises across the US.

公司還試製了幾種麵食，與麥披薩一起創造出一種新的、不含漢堡的獨家晚餐菜單，很快，你就可以在全美 2000 多家特許經營店裡買到披薩。

But trouble was a-brewing, and this time, it had nothing to do with repeated assassination attempts on Mayor McCheese.

但麻煩正在醞釀之中，而這一次，它與麥基斯市長屢遭暗殺無關。

The whole pizza thing was the result of a 15-year development plan which didn't consider what McDonald's restaurants were designed for.

整個披薩店是 15 年發展計劃的結果，該計劃沒有考慮到麥當勞餐廳的設計初衷。

See, most McDonald's kitchens look like this—a rectangle with fryers, assembly stations, warmers, grills, soda fountains, freezers, fridges, an oven, toasters, and touchscreen computers to take orders on.

你看，大多數麥當勞的廚房都是這樣的：長方形的廚房裡有油炸機、裝配臺、加熱器、烤架、蘇打水機、冰櫃、冰箱、烤箱、烤麵包機，還有觸碰式螢幕電腦來接受訂單。

For good old Mickey D's, this kitchen had been honed over 50 years to get hot food in your grubby little hands in a matter of minutes from ordering,

對於麥當當來說，這間廚房經過 50 多年的磨練，點完餐後幾分鐘內就能把熱騰騰的食物送到你髒兮兮的小手中，

beginning with the very first McDonald's' own speedy system that guaranteed your order was ready as soon as you paid.

從第一個麥當勞自己的快速系統開始，保證你的訂單在你付款後立即準備好。

And today's system evolved from that first system—your order appears on a screen behind the counter, and gets printed on a sticker after you pay.

今天的系統就是從最初的系統演變而來的--你的訂單會出現在櫃檯後面的螢幕上，付款後會打印在貼紙上。

In a matter of minutes, an employee grabs a wrapper, a patty from a warming oven, a toasted bun from a conveyor belt toaster, and condiments, and puts your burger together.

只需幾分鐘，員工就能從保溫爐中取出包裝紙、肉餅、傳送帶烤麵包機上烤好的麵包和調味品，為你製作漢堡。

If you happen to order fries, they'll be salted and packaged in less than a minute, and the result of this intricate process will be delivered to you in five to ten minutes—faster than you can say, wait, what is grimace even supposed to be, as long as you say that really, really slowly.

如果你碰巧點的是炸薯條，它們會在不到一分鐘的時間內被醃製和包裝好，而這一複雜過程的結果會在五到十分鐘內送到你面前，比你說 ：「等等，齜牙咧嘴是什麼意思」還要快，只要你說得非常非常慢。

But the problem with this assembly line system is that it's meant to accommodate a relatively limited number of very fast-to-prepare foods, essentially all of which are either fried or cooked on a griddle.

但這種流水線系統的問題在於，它只能容納數量相對有限的快速準備食品，基本上所有這些食品都是油炸或用鐵板烹製的。

Pizza, on the other hand, typically takes longer to cook, and must be cooked in an oven.

另一方面，披薩通常需要較長的烹製時間，而且必須在烤箱中烹製。

And even though McDonald's replaced their ovens in preparation for McPizzas, they didn't quite work out.

儘管麥當勞更換了烤箱，準備製作麥披薩，但效果並不理想。

The company had created a powerful convection oven meant to take pizzas from frozen to fresh in under six minutes, but the pizzas didn't cook that fast.

該公司創造了一種功能強大的對流烤箱，可以在 6 分鐘內將披薩從冷凍變新鮮，但披薩並沒有烤得那麼快。

After they'd expanded McPizzas to hundreds of franchises, McPizzas were taking 11 to 16 minutes to cook, and when people ordered multiple pizzas, it could take 20 or 30 minutes, which flew in the face of McDonald's' entire business model.

在麥當勞將麥披薩擴展到數百家特許經營店後，麥披薩需要 11 到 16 分鐘才能烤熟，而當人們點了多個披薩時，可能需要 20 或 30 分鐘，這與麥當勞的整個商業模式背道而馳。

So all this chaos begs the question of how grab-and-go pizza places, like Little Caesars, operate.

所有這些亂象都引出了一個問題：像 Little Caesars （小凱撒披薩）這樣的即買即食披薩店是如何經營的？

Well, the key with Little Caesars is that their kitchen operates around making as many pizzas as fast as they can, constantly.

小凱撒披薩的關鍵在於，他們的廚房一直在以最快的速度製作儘可能多的披薩。

Most hours of the day, you can walk into a Little Caesars and buy up a warm, freshest pizza without ordering in advance, for less money than it costs some brave soul to knock $15 billion off Eli Lilly's market cap.

一天中的大多數時間，你都可以走進一家小凱薩披薩店，不用提前訂餐，就能買到一份最新鮮的熱披薩，而花的錢還不如某個勇敢的人從禮來公司市值上砸下 150 億美元。

This setup reflects a constant cycle of pizza-making, which allows the store to serve pepperoni and cheese pizzas throughout the day, which means no calling ahead or waiting on a pizza to be baked.

這種設置體現了披薩製作的持續循環，使店內可以全天供應意大利香腸和起司披薩，這意味著無需提前打電話或等待披薩出爐。

In fact, Little Caesars' industrial setup parallels the McDonald's model of having an assembly-line food ready to be cooked in minutes, only it's pretty much based around one food.

事實上，小凱薩披薩的工業化設置與麥當勞的模式類似，都是在幾分鐘內就可以烹製出流水線上的食物，只不過它幾乎都是圍繞一種食物展開的。

The dough's ready to go, and putting on the toppings and sauce takes less than a minute, with most pizzas ready in 10 minutes or less cooked in one of the kitchen's vast number of ovens.

麵糰已經準備就緒，放上配料和醬汁不到一分鐘，大多數披薩在廚房眾多烤箱中的一個烤制 10 分鐘或更短時間內即可出爐。

And Little Caesars also has warming ovens that keep both hot-and-ready and advance orders simultaneously hot, and additionally, also, ready.

此外，小凱撒披薩還配備了保溫爐，可同時保持熱菜和提前點好的菜的熱度。

So when Mickey D's couldn't deliver pizzas faster than Pizza Hut or Domino's, which just so happened to be the crux of McPizza's marketing plan, there was no reason for customers to get their pizzas from a beef-peddling clown, and so began the beginning of the end.

當麥當當送披薩的速度比不上必勝客或達美樂時（這恰好是麥披薩行銷計劃的關鍵所在），顧客就沒有理由再從一個賣牛肉的小丑那裡買披薩了，於是，終結就開始了。

As it turns out, the pizza boxes were too big to fit through restaurants' drive-thru windows, so every franchise with pizza in a drive-thru had to get their windows expanded to be pizza-friendly.

事實證明，披薩盒太大，無法穿過餐廳的自動售貨窗口，所以，每家在得來速售賣披薩的加盟店都必須擴大窗口，以方便披薩的售賣。

That's not a joke—they had to spend millions to make all the food delivery holes in their walls bigger for their new food to fit through.

這可不是開玩笑，他們必須花費數百萬美元，把牆壁上所有的送餐窗口都改大，以便新食物能夠通過。

And even though the quality of pizza was surprisingly high for a company known for mass-producing beef and buns, the wait times just didn't ease up, even with the window expansions and the convection ovens.

儘管對於一家以大量生產牛肉和麵包而聞名的公司來說，披薩的品質出奇地高，但即使擴建了窗口和對流烤箱，等待時間也沒有得到緩解。

By 2000, McDonald's gave up and discontinued McPizza altogether, though one franchise owner kept it going at locations in Pomeroy, Ohio and Spencer, West Virginia until 2017, when corporate killed the McPizza for good.

到 2000 年，麥當勞放棄了這一想法，徹底停產了麥披薩，但仍有一位加盟店在俄亥俄州波莫洛伊和西弗吉尼亞州斯潘塞的分店繼續經營，直到 2017 年，麥當勞公司永久性地停掉麥披薩。

But as of today, you can still order McPizza at the 18,000-square-foot or 1,700-square-meter McDonald's in Orlando, Florida,

但現在，你仍然可以在佛羅裡達州奧蘭多面積為 18,000 平方英尺或 1,700 平方米的麥當勞餐廳訂購麥披薩，

which obviously has the space and resources to make them for the Disney World tourists willing to pay out of the nose for anything with a logo on it.

顯然，它有足夠的空間和資源來為迪士尼世界的遊客製造它們，他們願意花大錢購買任何帶有 logo 的東西。

In all this is to say, Little Caesar, despite his slight stature and his having been assassinated in 44 BCE, is not a man to be trifled with.

綜上所述，小凱撒雖然身材矮小，而且在公元前 44 年被刺殺，但他並不是一個好惹的人。

The things we take for granted in our everyday lives are all underpinned by inherently complex scientific principles that would normally take years to learn.

我們在日常生活中認為理所當然的事情，其基礎都是內在複雜的科學原理，而這些原理通常需要花費數年時間才能學會。

The good news is, with our sponsor Brilliant, you can learn all about the physics of the everyday for a fraction of the time and money it would take to get your PhD in applied physics.

好消息是，有了我們的贊助商 Brilliant，你只需花費攻讀應用物理學博士學位所需的一小部分時間和金錢，就能學習到日常物理學的所有知識。

I love Brilliant because I can learn about physics, or computer science, or even calculus in bite-sized, intuitive lessons that are way more fun than sitting in a fluorescent-lit classroom.

我喜歡 Brilliant，因為我可以通過一點一滴的直觀課程學習物理、電腦科學甚至微積分，這比坐在螢光燈下的教室裡有趣多了。

And the more classes you take, the more you unlock, which means you can go from scientific thinking to everyday physics to astrophysics in the span of a weekend.

你上的課越多，解鎖的東西就越多，這意味著你可以在一個週末的時間裡從科學思維到日常物理再到天體物理學。

It's so easy to fit lessons into your busy schedule—I've used Brilliant in between meetings and whenever I'm waiting in line, and it's amazing how much I've learned with just a few minutes every day.

我曾在會議間隙和排隊等候時使用過 Brilliant，每天只需幾分鐘，我就能學到很多東西，這太神奇了。

It's so much easier to learn about derivatives and integrals at my own pace with Brilliant's visual lessons and interactive problems that build on my progress.

有了 Brilliant 的視覺課程和互動問題，我可以按照自己的進度學習導數和積分，這樣就輕鬆多了。

Plus, you can get started for free today by visiting brilliant.org.hai or clicking the link in the description, and the first 200 of you will get 20% off their premium subscription.

另外，你今天可以透過造訪 beautiful.org.hai 或點擊說明中的連結免費開始使用，前 200 人將獲得 20% 的高級訂閱折扣。