Local fare fights back

    在過去20年間，上海的快餐市場曾一度被麥當(dāng)勞、肯德基等外國餐飲公司所壟斷。至今仍有很多市民記得當(dāng)年上海榮華烤雞在市場競爭中惜敗肯德基的情形。 Over the past two decades, foreign catering firms from McDonald`s to KFC have dominated the fast food market in Shanghai. Many local residents may still remember the Shanghai-based Ronghua Fried Chicken`s failure in competition with KFC.

    不過，所有這些都正在改變--傳統(tǒng)美食開始大反擊了！ However, all that is changing as traditional tastes are fighting back.

    我國古代愛國詩人屈原（公元前340-278）曾說過，中華美食之美足以喚回逝者的靈魂。 The ancient patriotic Chinese poet Qu Yuan （340-278 BC） once wrote that Chinese cuisine was so delicious it could tempt a soul to return from the dead.

    這種起死回生的魔力，對疲憊不堪的德國游客Rudi Steinrock來說可能還無從體會，但他確實(shí)在上�；疖囌靖浇�找到了一家中式快餐連鎖店，徹底安撫了自己饑腸轆轆的胃。 Weary German tourist Rudi Steinrock couldn`t absorb as magic the energy that Qu described, but he did find a Chinese fast food chain near Shanghai Railway Station that fully satisfied his hunger.

    Steinrock說："一份套餐中有羊肉、米飯、蔬菜還有湯。菜色深紅，散發(fā)著濃濃的香味，吃起來甜咸適中。而且，這一餐下來還不到30元人民幣（約4.40美元）." "It serves a set with lamb, rice, vegetables and soup. The dish is salty and sweet with the carmine color and great aroma. And it is no more than 30 yuan （US$4.40）," says Steinrock.

    作為一個(gè)有著令人引以為傲的烹飪傳統(tǒng)和無窮美食的國家，不得不說很多中國人竟會追捧寥寥西餐菜單上漢堡、披薩、烤雞等異域風(fēng)味這真是一件奇事。 Given the nation`s pride in its culinary traditions and the diversity of ingredients, it is surprising to find that many Chinese embraced the exotic taste of hamburgers, pizzas and fried chicken, on somewhat limited Western menus.

    對此，白領(lǐng)周艷艷說："選擇炸雞、漢堡并非因?yàn)槠珢鬯鼈兊奈兜溃�而是因�(yàn)樗鼈兛焖俚姆��?wù)，你在市內(nèi)的每個(gè)角落都能輕易找到其分店。事實(shí)上，我更喜歡中餐，因?yàn)橹胁筒松�更多也更健康�?quot; "Not for a preference for tastes, I choose Western fried chicken and hamburgers mainly for their swift service and they can be easily found in every corner of the city. In fact, I prefer the Chinese foods - more choices and healthier," says office worker Zhou Yanyan.

    中國烹飪協(xié)會常務(wù)副會長楊柳表示，到2010年，預(yù)計(jì)快餐市場零售額將達(dá)到20000億人民幣，將有很大一部分消費(fèi)者會選擇中餐而非西餐。 The fast food market is expected to reach 2 trillion yuan in value in 2010, and a larger number of consumers would prefer Chinese-style cuisine rather than Western food, according to Yang Liu, vice chairman of China Cuisine Association.

    旁觀多年后，中國快餐業(yè)正在調(diào)整自己的戰(zhàn)略。他們從西方競爭者那里學(xué)到了管理藝術(shù)和質(zhì)量控制，現(xiàn)在正將其引入本地餐飲業(yè)。 After years of looking on from the sidelines, Chinese fast food chains are embracing a shift in strategy. They have learnt the art of management and quality control from their Western rivals and are now bringing them to local cuisine.

    同時(shí)，為爭取更多當(dāng)?shù)仡櫩�，國際連鎖快餐集團(tuán)也會根據(jù)本地口味調(diào)整自己的菜單。一些跨國食品公司巨頭，例如百勝集團(tuán)，已推出了中國風(fēng)味快餐。 International fast food chains are also tailoring their menus to local tastes to win more local customers. Some multinational food industry giants, such as Yum!, have introduced Chinese-style fast food.

    今天，如果你要在上海趕時(shí)間的話，你可以吃到既健康又美味的中式快餐，例如：永和大王、真功夫或東方既白。它們的食品質(zhì)量安全、價(jià)格合理，菜單還會根據(jù)季節(jié)變換而調(diào)整。同時(shí)，大多數(shù)中國快餐也提供外賣服務(wù)。 Today, if you are on a tight schedule in Shanghai, you can have healthy and tasty Chinese fast food, such as Yonghe King, Kung Fu Restaurant or East Dawning. They offer quality food at reasonable prices and often change their menus, adding seasonal treats. Most Chinese fast food chains also deliver.

    真功夫 Kung Fu Restaurant

    真功夫快餐成立于15年前，當(dāng)時(shí)的創(chuàng)始人只有22歲。如今，它在上海的連鎖店已經(jīng)超過15家，全國共有300多家。它的標(biāo)志是李小龍，頗具紀(jì)念意義。 The Kung Fu fast food chain was started 15 years ago by a 22-year-old Chinese man. Now there are about 15 outlets in Shanghai and over 300 around China. They feature a memorable company logo featuring Bruce Lee.

    真功夫一份套餐約標(biāo)價(jià)20元，包括一碗米飯，一碗湯，白灼蔬菜和一份肉食。 The set meals cost about 20 yuan, and include a rice bowl, soup, boiled vegetables and a meat dish.

    東方既白 East Dawning

    東方既白快餐成立于5年前，創(chuàng)始之時(shí)是中式快餐的試驗(yàn)店。目前它已在上海開設(shè)了15家連鎖店。它與肯德基同屬百勝餐飲集團(tuán)旗下，將肯德基的商業(yè)模式與中國菜相融合，讓顧客在舒適的餐廳環(huán)境內(nèi)享用物美價(jià)廉的食物。 With about 15 stores in Shanghai, East Dawning began five years ago as a test for a new concept of Chinese fast food. It is playing on the same team as KFC, under Yum!`s banner. It is a fusion of the KFC business model with Chinese cuisine, offering cheap food in cheerful surroundings.

    該店只提供快捷、易準(zhǔn)備的中餐，并以傳統(tǒng)的中國飲料如豆?jié){、酸梅湯等代替軟飲。 Chinese food is served exclusively, but focuses on those more quickly and easily prepared dishes. Soft drinks are eschewed in favor of traditional Chinese drinks such as soy plum juice.

    永和大王 Yonghe King

    永和是臺灣省臺北市一個(gè)郊區(qū)的名字。幾十年前，當(dāng)?shù)赜幸患以绮偷�，那里的鮮豆?jié){遠(yuǎn)近聞名。1995年，一名臺灣投資者在上海開了第一家永和快餐店。如今，永和在上海的連鎖店已超過30家。 Yonghe is the name of a suburb of Taipei city in Taiwan, where several decades ago there appeared a breakfast shop specializing in fresh soybean milk. A chain by the same name was started in Shanghai in 1995 by Taiwanese investors. Now it has more than 30 restaurants in the city.

    永和大王以其新鮮的豆制品而聞名，價(jià)位在5到8元不等。 Yonghe King is most famous for its freshly made soybean products, costing from 5 to 8 yuan.