McDonald's. The name is so familiar, so entrenched in American society that it's impossible to disassociate it with its imagery.

麥當勞。名字非常的熟悉，非常地深植於美國社會讓分離它與它的塑像是不可能的。

Everyone born after 1980, grew up with McDonald's around the corner or down the street.

每個 1980 年後出生的人都是有麥當勞在轉角或是街上長大的。

From its slogan to its Happy Meals, McDonald's came to represent everything that was great about dining in America:

從它的標語到它的快樂餐，麥當勞開始代表所有關於美國美好用餐經驗。

fun, wholesome, affordable food served hot and fast.

好玩、有益健康、負擔的起的食物熱騰騰且快速地供應。

But in the last decade, McDonald's has fallen very far off track.

但在近十年，麥當勞已經遠遠偏離軌道。

Though the fast food giant will be closing hundreds of locations this year, it still thinks it's ahead of the game.

雖然這個快餐巨人今年會關掉幾百個據點，它仍覺得自己居於領先地位。

From out-of-touch executives to subpar food, here are the five reasons McDonald's could be on the brink of failure.

從脫節的經理到水準下的食物，這裡是五個麥當勞可能在失敗邊緣的原因。

Founder Ray Kroc didn't invent McDonald's, but he was responsible for the big business overhaul of the McDonald brothers' simple restaurant concept.

創辦人雷·克洛克並沒有發明麥當勞，但他負責對麥當勞兄弟的簡單餐廳概念進行大幅企業改革。

A counter serving burgers, fries, and drinks.

一個供應漢堡、薯條、飲料的吧檯。

Kroc's mantra was "Quality, Service, Cleanliness, and Value,"

克洛克的格言是：「品質、服務、整潔跟價值」，

but over the last 60 years, it seems like the company has repeatedly chosen efficiency over ethics, and price over quality.

但近 60 年來，看起來公司都再三地選擇效率而不是道德倫理，價格而不是品質。

McDonald's employs nearly 2 million people, but pays many of them minimum wage, while executives of the company make millions.

麥當勞雇用接近兩百萬人，但付很多人最低薪資，而公司的經理們則賺上百萬。

Tens of thousands of protesters have been fighting to force a change.

數以萬計的抗議者一直在奮鬥，希望可以迫使一個改變。

The company's only response has been to raise wages by about $1 an hour for employees of company-owned stores, which is just a fraction of its total unit count.

公司的唯一回應是把直營店員工的時薪調高大約一美元，但這也只是總店鋪數的一小部分。

It's no surprise McDonald's has come under attack for its high-calorie meals, lack of healthy options in its Happy Meals, and serving size.

麥當勞因為它的高熱量餐飲、快樂餐的健康選擇不足，及份量而經常飽受攻擊並不令人驚訝。

From its french fries, which contain 19 ingredients, to foreign objects found in its McNuggets, and the fact that they're still using antibiotics,

從它有 19 項原料的薯條到麥克雞塊裡找到異物，然後還有他們仍持續使用抗生素的事實，

McDonald's food quality has become increasingly awful with a menu that's a far cry from wholesome.

麥當勞與健康相差甚遠的菜單使它的食物品質越來越糟糕。

Earlier this year, the company announced a massive restructuring plan headed by its new CEO,

今年早些時候，公司宣布了一個由新任執行長帶領的大規模重組計畫，

but in the 23-minute address, there was no mention of McDonald's food.

但在這個 23 分鐘的演說中，完全沒有提到麥當勞的食物。

This is a global turnaround.

這是一個全球性的徹底改變。

It was only later that news broke of McDonald's grand plan to win back customers.

一直到晚些時候麥當勞要贏回消費者的心的重大計畫的消息才傳出。

It would warm up its hamburger buns for an additional 5 seconds.

它會把漢堡包多加熱五秒。

Based on its last decade of operations, McDonald's has reached a dead end.

基於它近十年的營運方式，麥當勞已走到了困境。

The company promised it would never serve kale, and then served kale.

公司承諾不會供應甘藍，然後供應甘藍。

The Hamburglar and Ronald McDonald are back, except now they kind of look like hipsters.

漢堡神偷和麥當勞叔叔回來了，但他們現在看起來有點像文青。

The truth is, McDonald's customers have been fleeing to modern, sustainably-minded chains like Chipotle for years.

事實上，麥當勞的顧客逃去現代、擁有永續概念的連鎖店如 Chipotle 已好幾年了。

It seems like everyone is upset with McDonald's today, from its vendors and franchisees, to its customers and employees.

看起來大家對於現在的麥當勞都很失望，從它的賣主跟特許經營者，到它的顧客跟員工。

Unless it makes an about-face, McDonald's may lose its place at the top of the American food system.

除非它改變作法，不然麥當勞可能會失去美國食物系統的龍頭地位。