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Some thought the brand was dead and buried. Not anymore, it seems. Your favorite pop stars are dying, but McDonalds refuses to. Like the villain at the end of an action movie, just when you think its breathed its last it comes back up, snarly-faced and firing.一些人认为麦当劳品牌已日薄西山，表面上好像是这样。你喜爱的流行明星们不断老去离世，但是麦当劳拒绝变老。就像很多电影结尾时的大恶棍一样，当你以为他快断气的时候却突然起死回生，狰狞着面目顽强地抵抗。 This time last year, the headlines were dire. McDonalds was dull, tired, unimaginative and downright dowdy. Suddenly, this isnt so. The company has just announced that sales have gone up 5 percent around the world -- in restaurants that have been open at least a year. And 5.7 percent in the U.S.去年这个时候的麦当劳头条报道令人失望。麦当劳变得单调乏味，缺乏生机和创造力，很俗气。然而这一切突然发生了变化。麦当劳公司刚公布消息，全球所有营业时间超过一年的门店营业额增长5%。美国范围内增长5.7%。 What could have led to this spectacular rising from the grave? I confess to being slightly shocked the other day when I walked past a McDonalds and there was the promise that its production line would make a burger any way I wanted. This seemed so strange for a brand that I thought of as more of a machine. What? They were sudden wondering whether there were better ways to eat a burger than the limited choices they traditionally offered?是什么造成了这种起死回生的现象呢？我不得不承认前几天经过麦当劳的时候被其承诺震撼到了，麦当劳生产线承诺可以制作出我想要吃的任何汉堡包。在我印象中麦当劳是标准化产品生产机器。什么？现在他们竟然在考虑如何为顾客提供相对于传统选择更好的吃汉堡包方式 ？ | 
