Earlier this week, Shake Shack apologized for taking the ridges off their French fries.
不久前，美式连锁餐厅奶昔小屋(Shake Shack)因去掉了炸薯条的波纹向消费者道歉。
That’s right, the crinkles are back, and after waiting in line for a few hours you’ll be able to enjoy them as you did before. Although CEO Randy Garutti never quite said “I’m sorry” for taking them away in the first place, he did note that Shake Shack “never fully heard the legions of fans that loved our classic crinkle.”
然后，波纹薯条又重见天日。排队等候几个小时后，你就可以像以前那样，尽情享用这款美食。尽管该公司CEO兰迪•加鲁蒂并没有为之前的过失真的说一声“对不起”，但他指出，奶昔小屋“没有充分听取大批热爱我们经典波纹薯条的粉丝意见。”
Corporate apologies are nothing new. Even the greatest companies have to issue a mea culpa from time to time. Remember Steve Jobs of Apple’s apology to users of the iPhone 4 who experienced antenna problems? He said Apple would “work its butt off” to correct it and offered customers a case to fix the flaw.
企业道歉并不是什么新鲜事。即使最伟大的公司有时也会道歉。还记得苹果公司(Apple) 前任CEO史蒂夫•乔布斯向遭遇天线问题的iPhone 4用户道歉吗？他说，苹果将“卖命工作”以矫正这个问题，最终为消费者提供了一个解决方案。
Here are a few other classic apologies from corporate giants:
这里我们整理了一些企业巨头道歉的经典案例：
General Motors
通用汽车公司(General Motors )
GM’s new CEO Mary Barra seems to spend a great deal of her time apologizing since she took over at the embattled automaker in January of this year. She stepped into a storm at the Detroit company, which has been plagued by costly recalls this year involving millions of vehicles and a number of deaths. She's done a solid job of it, repeatedly expressing remorse for lives lost and people hurt because of faulty ignition switches in GM's cars.
自今年1月份出任通用汽车公司新CEO以来，玛丽•巴拉花了大量时间在道歉上。她率领的这家底特律巨头正处于一场巨大的风暴中，涉及数百万辆汽车和多起人身伤亡事故的召回事件令通用汽车付出了高昂的代价。巴拉为此做了大量扎实的工作，对那些因通用汽车点火故障而丧生或受伤的人士不断地表示悔痛和同情。
Netflix
Netflix公司
In the fall of 2011, Netflix’s CEO Reed Hastings had to make two big apologies: First, for jacking up prices; and then another for trying to rename the DVD delivery service “Qwikster.” Customers hated both ideas, and Hastings admitted his mistakes very publicly — and Netflix’s stock price has rebounded nicely in subsequent years.
2011年秋天，Netflix公司CEO里德•黑斯廷斯不得不先后两次郑重道歉：第一次是为涨价道歉；第二次道歉的原因是，该公司试图给DVD送货服务Qwikster改名。消费者痛恨这两个主意，黑斯廷斯公开承认错误，Netflix的股价在随后几年强力反弹。
Chobani
乔巴尼公司(Chobani )
Chobani, makers of everyone's favorite Greek yogurt, had packaging a few years ago that offended scientists. The top of the company's yogurt cups read: "Nature got us to 100 calories, not scientists. #howmatters." There was a backlash from the scientific community, of course, which led Chobani to tweet that the company's marketers were "too clever for their own good." That's kind of an apology, right?
集万千宠爱于一身的希腊酸奶制造商乔巴尼公司几年前推出的包装得罪了不少科学家。其酸奶杯的顶端写着这样一行字：“给予我们100卡路里热量的，是大自然，而不是科学家。#实情。”这种说法当然惹得科学界很不高兴，乔巴尼公司随后在Twitter上发帖称，该公司的营销人员“只顾卖弄他们自己的小聪明。”这算是一种道歉吧？
News Corp.
新闻集团(News Corp. )
After a phone hacking scandal engulfed his UK media empire, Rupert Murdoch apologized to the British public, placing full-page advertisements in several national newspapers. He also appeared before a committee of the British Parliament to discuss the hacking scandal and called it “the most humble day of [his] life.” Many thought it humanized the Australian tycoon.
在一宗电话窃听丑闻席卷他的英国媒体帝国之后，鲁伯特•默多克在多家全国性报纸刊发整版广告，向英国公众郑重道歉。他也接受了一场英国议会委员会的质询，详细解释这起窃听丑闻，并把它称为“人生中最卑微的一天。”许多人认为，这位澳大利亚大亨终于展现了人性的一面。
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