McDonalds 2002 Annual Report Download - page 24

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Our strategy in
Canada is to
build brand loy-
alty by enhanc-
ing the convenience, variety
and value we offer.
We are making
McDonald’s more conven-
ient by offering 24-hour
drive-thru service at virtually
all traditional Company-
operated restaurants in
Canada. Further, almost all
of our franchised restau-
rants with drive-
thrus will offer
this service dur-
ing the coming
summer. We be-
lieve people on
the go will like the added
hours, as evidenced by the
sales generated between
midnight and 6:00 a.m. at
our restaurants in Quebec
and Atlantic Canada that
offered this service through-
out 2002.
We also are giving
customers more choices
and responding to changing
eating habits with our
Lighter Choices Menu.
3:00 P.M.
These delicious offerings
include our McVeggie Burger
and Whole Wheat Chicken
McGrill sandwiches, fresh
salads and Fruit ‘n Yogurt
Parfaits. Notably, many moms
now are enjoying one of our
Lighter Choices selections
while their children enjoy
their Happy Meals. As aware-
ness for this new menu
category continues to build,
we expect more customers
will think of McDonald’s as a
place for lighter
alternatives.
In addition,
we are adding
interest to our
great everyday
values by featuring a popu-
lar McDonald’s entrée each
day of the week at a special
price. We are using these
rotating daily specials to
reward regular customers,
build visit frequency and
attract new customers.
Brand loyalty must be
earned, and we will continue
to find new ways to make it
easier for people in Canada
to choose McDonald’s.
we are offering 24-hour
drive-thru service at
virtually all traditional
Company-operated
restaurants in Canada
Canada
IT’S 3:00 P.M., and the
manager of the McDonald’s
on Lougheed Highway in
Maple Ridge is coaching
his crew at the front
counter to ensure they
have the tools necessary to
deliver premier customer
service. We know that
proper training is critical
to both job satisfaction and
to wowing our customers.
Our goal is to increasingly
use technology to relieve
managers of many of their
administrative tasks so
they can spend more time
with their customers and
crews.