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Some foreign fast food is harder to swallow

“洋快餐”身陷信任危机

中文 英文 双语 2011-08-16    来源:China Daily      阅读数:136665
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导读:7月末,肯德基被网友揭发,身陷豆浆门事件。无独有偶,接下来麦当劳以及味千拉面纷纷被爆出原料保管不当以及虚假广告宣传,一时间洋快餐身陷信任危机(trust crisis),成为众矢之的。
放大这张图片
食品安全问题
Internet

近来肯德基、麦当劳这些洋快餐都遭遇了食品安全问题,成为人们关注的焦点。

On July 28, a Sina micro-blogger published a photo of boxes of soy milk powder piled outside a KFC outlet in Guangzhou, capital of South China’s Guangdong province.
7月28号这天,新浪微博某博主发布了一张照片,照片显示,在广东省会广州一家肯德基店外堆放着成箱的豆浆粉。

The quality of the soybean milk at KFC was called into question. So were the burgers at McDonald’s and the soup at Ajisen Ramen, a popular Japanese noodle shop.
肯德基豆浆的质量引发了人们的质疑。同时,麦当劳的汉堡,以及人气火爆的日本面馆——味千拉面的骨汤也面临同样处境。

Bread and soup
汉堡和骨汤

On Aug 1, a photo appeared on the popular Mop social networking website that showed burger buns, some in ripped wrappings, piled in the sun outside a McDonald’s restaurant in Beijing. The picture was reposted hundreds of thousands of times. ."
8月1号,在人气社交网站——猫扑网上出现了一张照片,照片中,北京的一家麦当劳门口堆放着大量汉堡胚,一部分包装已破损,暴露在太阳下。随后该照片被转载了数十万次。

This was the food safety issue. The open wrappings could allow flies or vermin into the packages of bread.
这正是食品安全问题的所在。这些外包装敞开的面包会招来苍蝇和害虫的光顾。

McDonald’s later announced that it had punished the restaurant - responsible employees lost their jobs - and that the buns would not be used.
随后麦当劳宣布:惩罚该家餐厅,开除相关责任人,丢弃该部分汉堡胚。

Ajisen Ramen, a Japanese noodle brand with 5,900 outlets on the Chinese mainland, is the biggest loser in this round of mistrust. Its much-advertised noodle soup was discovered to be made from a concentrate produced in East China’s Shandong province, not freshly made at each outlet as many customers believed.
在这场信任危机中,味千拉面是最惨的输家,该日本快餐品牌在中国大陆拥有5900家分店。其备受推崇的拉面汤底并非像众多消费者认为的那样是新鲜熬制的,而是由山东某地生产的浓缩汤料制作而成。

When the word spread, customer levels dropped sharply, local media reported. The parent company’s stock prices on the Hong Kong exchange plunged more than 40 percent from July 27 to Aug 5. Trading was suspended on Aug 8.
当地媒体报道称,这一消息传开后,味千拉面的客流急剧减少。从7月27号到8月5号,在香港联交所,味千母公司的股票价格急剧下跌40个百分点。8月8号,该公司股票交易停牌。

Advertising claims
广告宣传失真

Misleading or ambiguous advertisements lie behind foreign fast foods’ trust problems in China.
在中国,洋快餐的信任危机背后隐藏的是具有误导性或含糊不清的广告宣传。

"In the case of Ajisen Ramen, the advertisement obviously advises customers wrongly," said Qiu Baochang, a lawyer specializing in consumer rights at the Beijing Lawyers Association. "The consumers’ right of being informed has been violated. This is cheating."
“在味千拉面的案例中,很明显广告误导了消费者。”来自北京律师联合会,精通于消费者权益的邱宝昌律师(音译)表示。 “这侵犯了消费者的知情权,是欺骗。”

When checked last Sunday, the company’s website refers to "Ajisen Ramen’s exclusive soup base ... a broth of pork bones simmered to perfection". It also says the white soup base "is full of ’natural collagen’ ... (which) helps the renewal of skin and bone tissues such as cartilage and tendon, and is the richest form of protein in animals".
上周日,当人们浏览味千公司网站时,网站上这写道:“味千拉面的汤料独一无二……炖的几近完美的猪骨汤”。同时还声称白色的底汤“富含自然胶原——可以帮助皮肤修复和骨组织(比如软骨和筋)恢复,是动物身上最有营养的蛋白质形式。”

The Shanghai Food and Drug Administration reported on Aug 2 that the soup is made using a dehydrated broth made with pork bones that is produced by a factory in Tai’an, Shandong province.
8月2号,上海市食品药品监督管理局发布报告称,味千拉面的汤料由山东泰安的一家工厂生产,该汤料由猪骨熬制的高汤经过脱水制成。

As for KFC, its television advertisement says the soy milk is "made in the ancient way" and "tastes nice and pure". The company never said the soybeans were freshly ground.
而肯德基的电视广告则称其豆浆“由古法炮制”并且“口感纯正”。肯德基公司从未提及豆浆是用大豆现磨的。

However, "the advertisement lures the consumer to believe the soybean milk, with its pure taste and flavor, is freshly ground", Qiu said. "The company did not mean to clearly tell what exactly the soybean milk is made from."
无论如何,“这些广告诱使消费者相信,口感纯正的豆浆是现磨的”。邱律师说道,“肯德基公司并未清晰表明,豆浆究竟由何种原料制成。”

Now, neither Ajisen Ramen nor KFC answered those questions about its advertisements.
目前,不管是味千拉面,还是肯德基都拒绝回应有关其广告的质疑。

21英语网站版权说明  (Translator & Editor: 21英语 原雷雷 AND Aaron)


辞海拾贝
bun圆形的小面包或点心 wrapping包装
pile堆叠 vermin害虫
broth肉汤,浓汤 cartilage软骨
tendon筋,腱 dehydrate使脱水, 使干燥
lure吸引, 引诱 



 


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