9. Complete the sentences using proper words and phrases in the box.

franchise; hamburger restaurant; American markets; success; at a reasonable price; side dishes; expanding overseas; new restaurants; culture and food; customer appeal_

1. In today's Russia, there is a rapidly developing middle class with a growing appetite for Western________.

2. ________has been broadened by targeting both kids and adults.

3. Many major hamburger restaurant chains have adopted a strategy of_______.

4. The reason for McDonald's________may be summarized as fol­lows: quality, speed, cleanliness, and service.

5. Some burger restaurants offer larger burgers with more________.

6. Two-thirds of________added by McDonald's are outside of the

United States.

7. Carl's Jr. is a________chain of roughly 600 units.

8. To succeed in gaining market share from the big-three burger chains smaller regional chains provide an excellent burger________.

9. Ray Kroc persuaded the McDonald's to let him________their

operation.

10. McDonald's has started expanding overseas because ________

have become saturated.

10. Say whether the following statements are true or false.

Comment on the true statements and correct the false ones.

1. These days, McDonald's only seeks out traditional locations in the U.S. market.

2. Wendy's hamburgers are flame broiled.

3. Practically all Russian students would recognize now-familiar golden arches as McDonald's logo.

4. In the U.S., it is quite easy to obtain a McDonald's franchise.

5. Fuddruckers is the giant of the entire quick-service segment all over the world.

6. To attract their target markets, each of the major hamburger res­taurant chains has developed a unique positioning strategy.

7. About a half of about $30 billion worldwide sales is from outside of the United States.

8. The world's greatest fast-food success story is Burger King.

9. McDonald's is now in eighty-five countries.

10. McDonald's has adopted a strategy of expanding overseas be­cause traditional markets have become saturated.

11. Franchises for well-known chains are available for less money.

Discussion

11. Try to evaluate a gourmet burger restaurant on the basis of the following information about it. The following words and phrases will come in handy:

• fast-food restaurant;

• the biggest quick-service restaurant in town;

• to franchise their operation;

• to try;

• to seek out nontraditional locations;

• hamburger;

• to flame broil;

• plenty of side dishes to choose from;

• to have a potential audience;

• burritos as well as fish and salads;

• profit;

• the greatest fast-food success story in town.

After having done the task describe this restaurant in detail.

12. Work in pairs:

a) Look at the following words and phrases and think of a story that might combine them all. You may reorder them in any way you like using any form of the verb:

• raised enough money;

• a quick-service restaurant;

• had a unique positioning strategy;

• difficult;

• obtained a McDonald's franchise;

• concept;

• kept a limited menu;

• advertised heavily;

• tried to be innovative with new menu items;

• maintained product quality;

• were always consistent;

• got beer and wine licenses;

• at reasonable prices;

• competitors;

• amazing results.

b) When you have decided upon the story, tell it to your partner. Then listen to that of your partner. Ask each other as many questions as you can to learn further details or clarify some points.

13. Entitle the paragraphs beginning with the words:

The world's greatest...

In recent years...

Fuddruckers is a restaurant chain...

14. Divide the text into other logical parts and entitle each of them.

15. Give a summary of the text.