摘要:美国快餐食品连锁店在新西兰已经成功经营了三十年。肯德基( KFC,其总部设在路易斯维尔,肯塔基州,必胜客堪萨斯州)和麦当劳。本文探讨如何明确国外进口专营快餐店。
has become home to hundreds of American fast-food outlets. At the time of writing there are 87 KFCs, 86Pizza Huts, and 148 McDonald's outlets (knownin the trade as ‘the bigthree') operating in New Zealand. McDonald's in New Zealand has - perhead of population - more restaurants than the United States, one for every22,000 people.7 Restaurant Brands Ltd, which is the New Zealandfranchisee for KFC, Pizza Hut, and the Starbucks coffee chain, is one of thetop 50 companies listed on the New Zealand Stock Exchange. While theearly phase of expansion in the 1970s and 1980s was typically in thesuburbs of the main North Island urban centres, today there are few smallormedium-sized towns without at least one American fast-food outlet.
ENDNOTES
1 The title of this paper comes from an ‘advertorial' spread for the third New Zealand McDonald's in Lower Hutt, Hutt News, 6 December 1977, p.14. I would like to thank the following for their guidance and assistance in this research project: Eugene Rees and John Paynter for information on franchising in New Zealand, Peter Haynes and Glenda Fryer for employment and labour analyses of New Zealand's fast-food businesses, Jo Hill at McDonald's, Neil Livingstone and Andrea Geange at Colenso BBDO, Sally Williamson at the New Zealand Television Archive, Virginia Callanan at the New Zealand Film Archive and finally Caroline Daley and Deborah Montgomerie for insights into New Zealand's social and cultural
history. Stephanie Wyatt, Joe Flynn, and Helen Laurenson gave first-hand testimony of the excitement and novelty of eating at KFC in the 1970s, inspiring me to pursue this study in the first instance. Jill Somerfield and David Brailsford kindly read through earlier versions of this article.
2 Ray Bailey and Mary Earle, Home Cooking To Takeaways: Changes in Food Consumption in New Zealand During 1880-1990, 2nd edn, Palmerston North, 1999, p. 265. In the Auckland 2003 Yellow Pages telephone directory fast-food restaurants come under the heading ‘Family Restaurants' while there are three ‘American' restaurants, one called Cal-Neva and two branches of the Lone Star Café and Bar.
3 Gary Lloydd quoted in Patrick Baird, ‘Mac management: a look at the world's biggest small business',Management, October 1985, p.50.
4 McDonald's ‘Kiwiburger' print advert (c.1990) can be viewed in colour ) under Information/History/Kiwi Icons. Video AUSTRALASIAN JOURNAL OF AMERICAN STUDIES 21 copy of television commercial held by New Zealand Film Archive ‘Selling New Zealand: Kiwi Icons', Accession number 1994.3736.2
5 In a similar vein Roger Horrocks noted that ‘Hollywood' movies are never defined as ‘foreign' in New Zealand, ‘Hollywood' in Malcolm McKinnon (ed.) The American Connection:
Essays from The Stout Centre Conference, Allen & Unwin, Wellington, 1988,p.69.
6 ‘Colonel Sanders' Kentucky Fried Chicken comes to Auckland at the Roundabout RoyalOak', Auckland Star,
19 August 1971, pp.21-4.
7 Fiona Rotherham, ‘All you can eat', Unlimited, December 2002-January 2003, p.22.
8 George Ritzer's The McDonaldization of Society: An investigation into the changing character of contemporary social life, Pine Forge Press, Thousand Oaks, 1996 is the bestknown work which takes fast-food as a paradigm for the spread of efficiency, ca
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