McDonalds 2000 Annual Report Download - page 11

Download and view the complete annual report

Please find page 11 of the 2000 McDonalds annual report below. You can navigate through the pages in the report by either clicking on the pages listed below, or by using the keyword search tool below to find specific information within the annual report.

Page out of 52

  • 1
  • 2
  • 3
  • 4
  • 5
  • 6
  • 7
  • 8
  • 9
  • 10
  • 11
  • 12
  • 13
  • 14
  • 15
  • 16
  • 17
  • 18
  • 19
  • 20
  • 21
  • 22
  • 23
  • 24
  • 25
  • 26
  • 27
  • 28
  • 29
  • 30
  • 31
  • 32
  • 33
  • 34
  • 35
  • 36
  • 37
  • 38
  • 39
  • 40
  • 41
  • 42
  • 43
  • 44
  • 45
  • 46
  • 47
  • 48
  • 49
  • 50
  • 51
  • 52

Everything we do at
McDonald’s—from
sourcing products
around the globe to site
development to grilling
hamburger patties—comes
together the moment an
individual steps up to the front counter or pulls
up to the drive-thru window.
Satisfied customers—every restaurant, every
meal, every time—are our goal and our reward.
Their smiles will be tangible proof that we have
fulfilled our vision to be the best quick-service
restaurant experience in the world.
Members of the McDonald’s System are
pursuing our vision with an unrelenting passion.
They are finding new and different ways to create
brand-loyal customers. Clearly, the power of our
decentralized approach to managing the busi-
ness is that our local management teams and
owner/operators can readily tailor their markets’
tactics to optimize opportunities.
The story that follows takes a look at a sam-
pling of the many things we are doing to give
customers what they want and at some of those
little extras we are delivering to further differenti-
ate McDonald’s from the competition.
Smiles are universal
With operations in 120 countries, it’s not surpris-
ing that customers have diverse customs, lan-
guages and taste preferences. Yet, everyone
understands a smile—an expression of welcome,
friendliness and satisfaction.
W
hen our restaurant crews are smiling, we
know we have succeeded in giving them the
training, resources and opportunities they need to
feel good about themselves and their jobs. When
our customers reward us with a smile, we have
succeeded in delivering hot, tasty food coupled
with fast, friendly service.
Accordingly, the McDonald’s System is
committed to measuring and enhancing the
satisfaction we deliver. In Singapore, for example,
we use a “Smile Index,” a barometer that
measures employee and customer satisfaction
based on restaurant-specific surveys. This tool
is used to foster teamwork among crewpeople,
recognize their accomplishments and assist
the restaurant staff in setting action plans.
We also use research to learn about con-
sumers and their impressions of McDonald’s.
One finding was that since the implementation
of our Made For You food preparation system in
the U.S., perception scores for McDonald’s food
taste, freshness and appearance have been
increasing there.
Smiles are contagious
A warm, friendly acknowledgement usually
evokes a similar response. Similarly, when we are
happy, it is not unusual for our positive attitude to
be reflected in our interactions with others. When
our crews are happy, they can’t help but give
friendly, efficient service to customers. That’s
why being the best employer is a key strategy at
McDonald’s. Quite simply, our goal is to continu-
is our victory sign
Smile 9
Our restaurant
staffs around the
world are the face
of McDonald’s to
our customers, and
we are striving to
put smiles on the
faces of the people
on both sides of
the counter.
CONTINUED ON PAGE 12
smile