McDonalds 2001 Annual Report Download - page 9

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research tells us...
PEOPLE ARE EATING OUT MORE THAN EVER BEFORE.
Expenditures on food and drink away from home in the U.S.
are expected to increase by $87 billion—in real terms—
during the 10-year period ending December 2010.
Time pressure is a key factor causing increased demand
for food service in major markets around the world.
THE MORE PEOPLE EAT OUT, THE MORE VARIETY THEY WANT.
Due to the desire for a greater variety of tastes and experiences,
new food categories are emerging—such as “fast casual,”
which combines quick counter service and value pricing
with the menu and atmosphere of a casual restaurant.
ONE BRAND CAN’T BE ALL THINGS TO ALL PEOPLE.
People choose where to eat based on situational factors, such as
with whom they are dining...how much time they have...
what is convenient or available...how much money they want to spend...
the atmosphere they are seeking...and the type of food they are craving.
THERE IS A LOT OF OPPORTUNITY FOR GROWTH.
In our 10 largest markets, McDonald’s share of total commercial meals
is 12 percent...and assuming that people eat three meals a day,
our share of total meals consumed is less than 1 percent.
McDonald’s is pursuing
opportunities to serve more
customers, more meals–and to do
so more frequently–by offering
convenience, value, taste
and variety.
7
WHAT DO YOU HAVE A TASTE FOR?