Big Mac with a side of quinoa? Inside the world's first McDonald's Next 大麥克搭配藜麥當作附餐？一同窺探世界第一家McDonald’s Next概念店
(CNN)McDonald's has
always been about consistency, speed and budget pricing.
麥當勞一直以來以服務一致、速度、低價著稱。
Its Golden Arches can be neon beacons of hope
in a strange land -- a place where you know you'll always get the exact burger
and fries you are looking for, followed by pangs of guilt the next day.
麥當勞的金色拱門可以說是在一塊陌生土地上希望的霓虹燈標－意旨一個你永遠確定你可以得到你想找的薯條和漢堡的地方，到了接下來的隔天你會突然充滿罪惡感。
But in Hong Kong, 40 years after the chain first entered the
territory, signs of change glimmer on the greasy fast food horizon.
但在香港，在這家連鎖店首次進駐的四十年後，在充滿油脂的速食水平線上閃爍著改變的訊號。
In December, McDonald's transformed one of its Hong Kong
branches into the world's first McDonald's Next -- an evolved version of the
brand that strives to be "modern and progressive."
12月，麥當勞把它在香港的分支改裝成世界第一家McDonald’s Next概念店－一個麥當勞品牌的進化版本，努力要邁向「現代與進步」
Quinoa,
coffee and ambient lighting
藜麥、咖啡與周圍的燈光
Gone are the red-and-yellow color palette and harsh
lighting.
紅黃調色盤和刺眼的光線已經過去了。
In their place a sleek black-and-white logo, ambient lighting,
glass and metallic interiors and... a salad bar.
在這個地方有時髦的黑白logo，環境明亮、有玻璃與金屬的裝潢…還有沙拉吧。
The unlikely offering is filled with 19 ingredients including
"two choices of salad base greens, two kinds of cheese, three flavors of
sauces" and -- of course -- quinoa.
不太可能會有的是充滿19種食材，包含兩種基本綠色蔬菜、兩種起司、三種口味的醬汁，當然還有藜麥。
Additionally, McDonald's Next is trying to elevate the overall
fast food experience with table service after 6 p.m. and premium coffee blends.
此外，McDonald’s Next概念店正試著提升晚上六點之後的整體速食的店內服務體驗和頂級的調和咖啡。
The branch, located in the city's Admiralty neighborhood, has
also been fitted out with mobile phone charging platforms, free Wi-Fi and
self-ordering kiosks.
這家分店座落於金鐘（香港中環東部）的鄰近地區，一直都有很多智慧型手機充電站、免費Wi-Fi和自助點餐機。
McDonald's did not respond to CNN's request for info on why Hong
Kong was chosen as the first location for their new concept and whether they
will be opening new Next restaurants in other cities.
CNN訪問麥當勞為什麼選擇香港來作新概念的首選地點，還有為什麼他們會先在別的國家開設Next概念餐廳，麥當勞未對此作出回應。
So
no more burgers?
所以沒有漢堡了嗎？
For those seeking a Big Mac, don't worry.
這些想吃大麥克的人，別擔心。
McDonald's Next still has the regular menu and also offers the
brand's new Create Your Taste (CYT) concept, which allows visitors to customize
their burgers via touch screen.
麥當勞的下一步仍然有平常的菜單，也提供全新「創造你的口味(Create Your Taste)」的概念，讓顧客可以透過觸控螢幕客製化自己的漢堡。
The CYT scheme is a global initiative that launched early last
year and can now be found in locations in the U.S., China, Australia and the
U.A.E.
CYT計畫是一個全球性的行動，去年上半年展開，現在在美國、中國、澳洲和阿拉伯等地區都可以找到。
It landed in Hong Kong last July at two branches and has since
expanded to nine city outlets.
去年七月在香港兩家分店上線，後來擴張為九家大都市暢貨中心。
On a recent Thursday evening, the McDonald's Next outlet was
abuzz with guests lining up for both the regular menu and the new customized
salads and burgers.
在最近的一個星期四晚上，McDonald’s Next概念店暢貨中心擠滿排隊人潮，為了正常的菜單和新的客製化沙拉和漢堡。
"It's friendlier, feels more like a cafe than a
McDonald's," said Nicolas Cottard, a businessman from France.
「這樣比覺親切，覺得更像是咖啡店而不是麥當勞」一個來自法國的商人Nicolas Cottard說著。
"I think it's increased the value of the brand."
「我想這讓麥當勞品牌價值提升了」
Time for a change
改變的時刻來臨了
Why would McDonald's shift its decades-old, tried and tested
methods?
為什麼麥當勞改變它幾十年、可靠且受過考驗的模式？
Because the old business model is failing.
因為舊的商業模式正在衰退。
In May last year, McDonald's announced its major turnaround
plan after both revenues and guest traffic fell around the world.
在去年的五月，麥當勞在全世界的營收和客流量都下滑之後，麥當勞宣布它們計劃的大轉變。
Following disappointing first quarter results in 2015, Kevin Ozan, McDonald's chief financial officer, stated that
the "current performance reflects the ongoing pressures on the
business."
接著2015年第一季令人失望的銷售結果，麥當勞的財務長Kevin Ozan發表聲明「目前的表現反映了麥當勞的經營面臨壓力」。
Not only is there more competition in the fast food market, but
people around the world are becoming more health conscious.
不只是速食市場有更多競爭，全球各地的人們也開始變得更有健康意識。
According to a Nielsen Global Health and Wellness survey conducted last year, 50% of global respondents claimed they're
trying to lose weight.
根據尼爾森全球健康與衛生調查，去年全球的受訪者有一半都說他們試著要減重。
And 75% of those people planned to do so by changing their diets
and focusing on more natural, fresh foods.
而且這些人之中有75%的人計畫要從改善飲食和注意更天然更新鮮的食物。
Is
it still going to be cheap?
仍然還是走低價路線嗎？
With a fresh perspective comes a new pricing model.
新的展望也帶來新的價格模式。
A regular salad from the McDonald's Next salad bar, depending on
ingredients, will cost about the same as salads at other restaurants in the
city.
McDonald’s Next概念店沙拉吧的一個正常沙拉，取決於食材，大概要跟都市裡的其他餐廳提供的沙拉差不多價錢。
"The price is a little bit higher but it's good," said
Man Chan, a regular at McDonald's Next.
「價格會稍微高一點，但這很好」一個McDonald's Next 概念店的正職員工Man Chan說著。
"It's very fresh."
「非常的新鮮」
