McDonalds 2001 Annual Report Download - page 23

Putting sparkle in our service
One of our key global growth
strategies is to deliver
exceptional customer
experiences through a combination
of great-tasting food, outstanding
service, exciting promotions, inviting
restaurants and reliable value.
However, even the very best food,
promotions, restaurants and value
are meaningless without top-notch
service.
But what exactly is outstanding
service? And how are we doing?
Outstanding service starts with
a welcoming smile and ends with
a satisfied customer. Although we
often get high marks from cus-
tomers, both internal and external
data indicate that at times we miss
the mark.
So, we’re taking action.
The following are just some initia-
tives underway to put sparkle in our
service.
TRAINING FOR
THE UNEXPECTED
Our restaurant teams must have
the knowledge and tools needed to
deliver great customer experiences.
So, training is an ongoing priority
for McDonald’s.
An enhanced training program
that is being rolled out in the U.S.
teaches our restaurant managers
how to plan and prepare for each
shift by simulating a variety of scenarios. For exam-
ple, they are being taught how to optimize customer
service if several crewmembers cannot make it into
work or if busloads of hungry tourists unexpectedly
arrive at the same time.
Such simulations really pay off. Restaurant
teams that have gone through this training are
finding it easier to do their jobs. They are more
focused and more productive than before, and their
shifts run more smoothly. Most importantly, they
are giving our customers the fast, friendly service
they deserve.
KEEPING IT SIMPLE
Our people in the U.S. are eliminating non-value-
added restaurant activities while optimizing our
menu, merchandising and operations—all to the
benefit of the customer.
“Look after the customer,
and the business
will take care of itself.”
Ray Kroc, McDonald’s Founder
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