McDonalds 2002 Annual Report Download - page 20

21
There are more
than 13,000
McDonald’s
across the U.S.,
and our goal is to increase
the sales, profits and cash
flows of these restaurants.
But unless we improve
our operations,
nothing else we
do will matter.
The reality
is our customers
want and deserve
better overall experiences,
and we have recommitted
ourselves to getting the
basics right—every customer,
every time.
An important first step
is our restaurant operations
improvement process,
which is designed to raise
the levels of quality, service
and cleanliness at all U.S.
McDonald’s. One component
of this restaurant training
and measurement tool is our
mystery shopper program.
Under this restaurant-
specific program, independ-
ent evaluators rate numerous
aspects of their McDonald’s
experience—all from a cus-
tomer’s perspective. This
allows us to identify the
strengths and weaknesses
of each restaurant and to
tailor meaningful plans for
improvement. During 2002,
more than 183,500 mystery
shops were conducted, and
our scores show we have
made some progress.
For example, we know
that customers who are
looking for fast service often
choose McDonald’s and that
optimum staffing during
busy periods often translates
to increased sales. So, we
have a renewed focus on
properly staffing
our restaurants
during the
peak hours of
11 a.m. to 1 p.m.
Notably, our
fast-service rating from
last year’s mystery shops
showed the greatest
improvement during this
important peak-lunch period.
We also know that cus-
tomers look to us for con-
venience. So, we embarked
on an extended-hour initia-
tive at our U.S. Company-
operated restaurants. These
new, later hours are having
an impact, as evidenced
by the double-digit sales
increase generated after
9:00 p.m. by these restau-
rants in 2002.
The results of these
initiatives demonstrate that
we have begun to make a
positive difference in our
customers’ experiences.
Yet, we have a lot more to
do. We will continue to focus
on those things that our
customers want most: great-
tasting food, top-notch serv-
ice and clean, welcoming
restaurant environments.
far left Dinner at the Broadway
and 42nd Street McDonald’s
restaurant in Manhattan, New
York. left Perpetual motion
typifies New York City’s Times
Square.
we embarked on an
extended-hour initiative
at our U.S. Company-
operated restaurants
United States
IT’S 6:00 P.M., and the
McDonald’s on Broadway
and 42nd Street in
Manhattan is ready for
the first curtain call of the
evening. Tonight, Grilled
Chicken Flatbread sand-
wiches headline a cast of
great-tasting products.
This one-of-a-kind
McDonald’s is well suited
to the area that is home
to New York City’s world-
renowned Broadway
Theater District. It also
has been a box-office hit
in its own right since
its standing-room-only
premiere in September
of 2002.
The brilliant marquee
beckons city dwellers and
visitors to the restaurant,
while the backstage-
inspired interior and top-
notch service make all
who enter feel like stars.