Showing posts with label Southern California. Show all posts
Showing posts with label Southern California. Show all posts

Tuesday, 18 March 2014

4.4 quake a wake-up call on L.A.'s unknown faults

Although the 6:25 a.m. quake beneath the Santa Monica Mountains caused no damage, it showed there is still much to be learned and served as a warning for residents to be prepared.

They are not as familiar as the freeways, but Southern California's major faults — such as the San Andreas, Newport-Inglewood and San Fernando — have become familiar markers on the local landscape.
But Monday's 4.4 earthquake in Encino is a reminder that the seismic danger extends well beyond those fault lines. The quake, which caused no damage but was the largest in the Los Angeles area in four years, erupted on a little-noticed fault deep under the Santa Monica Mountains.

The temblor surprised seismologists because it was the strongest to hit directly under the Santa Monica Mountains in the 80 years "since we started recording earthquakes in Southern California," Caltech seismologist Egill Hauksson said. Until now, experts recorded only magnitude 1 to 3 quakes there.
Monday's 6:25 a.m. temblor showed that for all that is understood about quakes, much remains unknown. Southern California's most destructive earthquakes in the last generation — the 5.9 Whittier Narrows in 1987 and the 6.7 Northridge in 1994 — occurred on faults unknown to scientists before the shaking began.

"Clearly, earthquakes happen in places you don't expect," said Thomas Heaton, director of Caltech's Earthquake Engineering Research Laboratory. "The bigger the earthquake, eventually, you really are surprised to find an earthquake on a fault you didn't know about."

Monday's earthquake was about 900 times weaker than the Northridge earthquake. The amount of earth that moved during the quake was probably the size of a football field; by contrast, blocks of earth 10 miles by 10 miles moved during Northridge, Hauksson said.

Still, the shaking was felt as far as Santa Barbara and San Clemente.
The temblor caused the fault to slip for only a fraction of a second, but it was enough to shake awake millions of Angelenos. The shaking lasted seconds longer.

"I've been through a lot of earthquakes. This one felt just more violent," said teacher Jennifer Graham, who was at her boyfriend's home near the epicenter.

The quake started underneath an upscale hillside neighborhood near Mulholland Drive and Sepulveda Boulevard.

At the home of Debbie Seidel, a 42-year-old mother of two, there was a fallen mirror resting on a chest that did not shatter. Her daughter's shoe rack had come unhinged and was spilling items to the ground.
Seidel's husband later texted her, "Our house is the epicenter."

"It was fast and hard," she said. "You felt that it was close. It was intense, but super short."
Seidel said she heard from some neighbors who reported "nothing bad, just scared nerves and curious kids who are living through this for the first time."

The shaking was actually worse farther from the epicenter on top of the soft, soil-filled Los Angeles Basin and the San Fernando and San Gabriel valleys.

That's because the quake's waves "bounce back and forth" within the basin and valleys, "so you get this bowl of Jello effect," Hauksson said.
A few miles away, in communities such as Westwood, Sherman Oaks and Beverlywood, the quake packed a punch.

"I kind of just grabbed a blanket and hid," Lilly Chang, 22, a UCLA psychobiology major, said after her boyfriend, Aaron Green, 28, grabbed her and jumped out of bed.
The quake caused Cristina Toth, 26 and Andresa Maia, 25, to flee UCLA's architecture building, where the two were working all night.

"We looked at each other," Maia said, "and we just sort of ran outside."


News Source: www.latimes.com

Monday, 10 March 2014

McDonald's game plan to win back customers

NEW YORK (AP) — McDonald's is fighting to hold onto customers amid intensifying competition.
On Monday, the world's biggest hamburger chain said an important sales figure fell again in the U.S. The company blamed bad winter weather in part, but also conceded that "challenging industry dynamics" played a role.
At a time when chains like Chipotle and smaller players like Five Guys Burgers and Fries are growing, here are a few strategies McDonald's Corp. is focusing on:
CUSTOMIZATION
People want to be able to dictate exactly what they want on their orders. It's why chains like Chipotle and Subway have done so well in recent years.
So McDonald's is trying to allow for more customization, in part by rolling out new prep tables at its more than 14,000 U.S. locations. The new tables can hold many more toppings and sauces than the old tables, signaling that McDonald's plans to offer greater variety.
The chain is also testing a "build-your-own-burger" concept in Southern California. Even if the test is successful, however, don't expect to see it at a McDonald's near you anytime soon — rolling out that kind of product across all restaurants would require considerable changes in the kitchens.
BREAKFAST
McDonald's has long dominated the breakfast hours and plans to play up favorites like the Egg McMuffin as it faces more competition as people increasingly buy breakfast on the go.
Taco Bell, for instance, is readying for its national breakfast rollout, and Starbucks recently revamped its sandwiches.
To strengthen its No. 1 position in the morning, McDonald's says it will also push the quality of its coffee in marketing. Executives note that quality coffee has become a priority for many people and that it can bring them in the door. It's one of the reasons the chain's coffee cups were recently redesigned.
McDonald's is also testing breakfast pastries in San Diego.
CORE MENU
McDonald's executives have conceded that they rolled out too many new items too quickly in the past year. That led to kitchen operations becoming too complicated and orders taking too long to fill.
So the chain says it will slow its pace of new offerings. It's also trying to add variety using items already on its menu. That might mean introducing McWraps and Quarter Pounders with different toppings and sauces, rather than new burgers entirely.

News Source:www.sfgate.com