英翻中公司简介McDonald.doc

McDonalds Introduction \o History of McDonalds History of McDonalds The business began in 1940, with a \o Restaurant restaurant opened by brothers \o Richard and Maurice McDonald Richard and Maurice McDonald in \o San Bernardino, California San Bernardino, California. Their introduction of the Speedee Service System in 1948 furthered the principles of the modern \o Fast food fast-food restaurant that the \o White Castle (restaurant) White Castle hamburger chain had already put into practice more than two decades earlier. The original mascot of McDonalds was a man with a chefs hat on top of a hamburger shaped head whose name was Speedee. Speedee was eventually replaced with \o Ronald McDonald Ronald McDonald by 1967 when the company first filed a U.S. trademark on a clown shaped man having puffed out costume legs. McDonalds first filed for a U.S. trademark on the name McDonalds on May 4, 1961, with the description Drive-In Restaurant Services, which continues to be renewed through the end of December 2009. In the same year, on September 13, 1961, the company filed a logo trademark on an overlapping, double arched M symbol. The overlapping double arched M symbol logo was temporarily disfavored by September 6, 1962, when a trademark was filed for a single arch, shaped over many of the early McDonalds restaurants in the early years. The famous double arched M symbol in use today did not appear until November 18, 1968, when the company filed a U.S. trademark. The first McDonalds restaurants opened in the United States, Canada, Costa Rica, Panama, Japan, the Netherlands, Germany, Australia, France, El Salvador and Sweden, in order of openings. The present corporation dates its founding to the opening of a \o Franchising franchised restaurant by \o Ray Kroc Ray Kroc, in \o Des Plaines, Illinois Des Plaines, Illinois, on April 15, 1955, [7] the ninth McDonalds restaurant overall. Kroc later purchased the McDonald brothers equity in the company and led i