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美国国家公共电台 NPR Applebee's Gives Up On Millennials After Failed Rebranding Efforts

时间：2017-08-21 01:57:13

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（单词翻译）

 

ROBERT SIEGEL, HOST:

Applebee's announced this month that more than 130 of its restaurants will close by the end of the year. The reason - millennials.

AUDIE CORNISH, HOST:

The casual dining chain rebranded itself in the past few years as a modern bar and grill1. Applebee's executive John Cywinski recently told investors2 that the company had hoped the effort would attract a new kind of customer.

(SOUNDBITE OF ARCHIVED RECORDING)

JOHN CYWINSKI: A more youthful and affluent3 demographic with a more independent or even sophisticated dining mindset, including a clear pendulum4 swing towards millennials.

SIEGEL: Applebee's tried to lure5 millennials with dishes like barbecue shrimp6 in a Sriracha lime sauce, chicken wonton tacos and this item.

(SOUNDBITE OF ARCHIVED RECORDING)

UNIDENTIFIED MAN: We dare you - yes, you - to try ham topped with pulled pork topped with bacon. Yep, we double-dog dare you to try the triple hog7 dare you.

CORNISH: That's a pork-ham-bacon sandwich, but that triple pork bonanza8 and the rest of the company's makeover didn't seem to catch on. Sales at Applebee's dropped more than 6 percent from last year. Applebee's executive John Cywinski again.

(SOUNDBITE OF ARCHIVED RECORDING)

CYWINSKI: From my perspective, this pursuit led to decisions that created confusion among core guests as Applebee's intentionally9 drifted from its - well, I'll call its middle America rules and its abundant value positioning.

SIEGEL: In other words, millennials didn't go for it and the regulars got turned off. In fact, Applebee's is not the only big restaurant chain struggling.

JOE PAWLAK: You see very weak results from people like Ruby10 Tuesdays, Fridays and Chili11's as well.

CORNISH: That's Joe Pawlak from Technomic, a food service research firm.

PAWLAK: Consumers are saying that all these people are offering the same food items. The decors are the same and also that prices have become very high in these places.

SIEGEL: So it may be time for yet another new look at Applebee's if they really want to stand out in the crowd. Step one, Applebee's has announced a return to all-you-can-eat specials and an expansion of the popular two-for-20 menu. Mozzarella sticks and chili lime chicken, anyone?


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点击收听单词发音收听单词发音  

1 grill wQ8zb     
n.烤架，铁格子，烤肉；v.烧，烤，严加盘问
参考例句：
  • Put it under the grill for a minute to brown the top.放在烤架下烤一分钟把上面烤成金黄色。
  • I'll grill you some mutton.我来给你烤一些羊肉吃。
2 investors dffc64354445b947454450e472276b99     
n.投资者，出资者( investor的名词复数 )
参考例句：
  • a con man who bilked investors out of millions of dollars 诈取投资者几百万元的骗子
  • a cash bonanza for investors 投资者的赚钱机会
3 affluent 9xVze     
adj.富裕的，富有的，丰富的，富饶的
参考例句：
  • He hails from an affluent background.他出身于一个富有的家庭。
  • His parents were very affluent.他的父母很富裕。
4 pendulum X3ezg     
n.摆，钟摆
参考例句：
  • The pendulum swung slowly to and fro.钟摆在慢慢地来回摆动。
  • He accidentally found that the desk clock did not swing its pendulum.他无意中发现座钟不摇摆了。
5 lure l8Gz2     
n.吸引人的东西，诱惑物；vt.引诱，吸引
参考例句：
  • Life in big cities is a lure for many country boys.大城市的生活吸引着许多乡下小伙子。
  • He couldn't resist the lure of money.他不能抵制金钱的诱惑。
6 shrimp krFyz     
n.虾，小虾；矮小的人
参考例句：
  • When the shrimp farm is built it will block the stream.一旦养虾场建起来，将会截断这条河流。
  • When it comes to seafood,I like shrimp the best.说到海鲜，我最喜欢虾。
7 hog TrYzRg     
n.猪；馋嘴贪吃的人；vt.把…占为己有，独占
参考例句：
  • He is greedy like a hog.他像猪一样贪婪。
  • Drivers who hog the road leave no room for other cars.那些占着路面的驾驶员一点余地都不留给其他车辆。
8 bonanza ctjzN     
n.富矿带，幸运，带来好运的事
参考例句：
  • Bargain hunters enjoyed a real bonanza today.到处买便宜货的人今天真是交了好运。
  • What a bonanza for the winning ticket holders!对于手持胜券的人来说，这是多好的运气啊。
9 intentionally 7qOzFn     
ad.故意地，有意地
参考例句：
  • I didn't say it intentionally. 我是无心说的。
  • The local authority ruled that he had made himself intentionally homeless and was therefore not entitled to be rehoused. 当地政府裁定他是有意居无定所，因此没有资格再获得提供住房。
10 ruby iXixS     
n.红宝石，红宝石色
参考例句：
  • She is wearing a small ruby earring.她戴着一枚红宝石小耳环。
  • On the handle of his sword sat the biggest ruby in the world.他的剑柄上镶有一颗世上最大的红宝石。
11 chili JOlzm     
n.辣椒
参考例句：
  • He helped himself to another two small spoonfuls of chili oil.他自己下手又加了两小勺辣椒油。
  • It has chocolate,chili,and other spices.有巧克力粉，辣椒，和其他的调味品。

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