McDonalds 2002 Annual Report Download - page 18

“IN ASIA/PACIFIC,
the Middle East and
Africa we are fortunate
to be stewards of a brand
that connects with the
region’s customers and
communities. Our brand
remains strong despite
the turbulent economic
and political environment
in some of the countries
in which we operate. In
2003, our markets are
focused on those things
that make McDonald’s
Brand strong and our
restaurants the preferred
eating-out choice—
providing fast, friendly
service; relevant food
choices; a special treat for
families with kids; and
the best value.”
CLAIRE BABROWSKI
President–Asia/Pacific,
Middle East and Africa
19
“THE POSITIVE
turnaround in Latin
America sales during the
second half of 2002 is a
direct result of our relent-
less focus on everyday
value. Results were
strengthened by focusing
our efforts on moms and
kids and implementing
a personalized service
initiative that featured
the return of hostesses.
We plan to build on this
momentum in 2003
while aggressively seeking
margin improvements.
In Canada, we will take
similar actions starting
with a strong focus on a
branded value strategy
augmented by service
innovation at the front
counter and drive thru.”
ED SANCHEZ
President–Latin America
and Canada Group
“CONSUMERS ARE
looking for more ways to
satisfy their need for food
served at the pace of
modern life. McDonald’s
must use innovation in
taste, experience and con-
venience to become more
relevant to more people,
more often. My priorities
are first, to drive short-
term results by more
effective and efficient
deployment of resources
against higher return
investments, both in real
estate and innovation;
and second, to fuel the
engines of future growth
with new food and new
concepts that will leverage
the vast infrastructure
and capability of this
phenomenal global net-
work we simply call
McDonald’s.”
MATS LEDERHAUSEN
President–Business
Development