McDonalds 2003 Annual Report Download

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McDonald’s 2003 Summary Annual Report
Plan to Win built strong foundation in 2003...
Continuing the momentum in 2004...
®
TM

Table of contents

  • Page 1
    McDonald's 2003 Summary Annual Report Plan to Win built strong foundation in 2003 ...Continuing the momentum in 2004 ... ® TM

  • Page 2
    ...-McDonald's brands and asset/goodwill impairment. (2) Includes pretax charges of $853 million ($700 million after tax or $0.55 per share) primarily related to restructuring certain international markets and eliminating positions, restaurant closings/asset impairment and the write-off of technology...

  • Page 3
    .... We are improving our food taste attributes and adding new menu items that our customers want. We are working closely with our owner/operators to improve the efficiency and effectiveness of our restaurants. We're working with our suppliers to identify production and sourcing efficiencies worldwide...

  • Page 4
    ... people with more hospitality training and rigorously measuring our operational performance. We will also enhance our overall customer experience by continuing to reinvest in existing restaurants. Enhancing food taste, adding variety and extending value menus to more markets will remain priorities...

  • Page 5
    ... after 48 years of service. Fred started as our founder Ray Kroc's grillman, became his right-hand man and ultimately Chairman and CEO himself. Ray created the vision of McDonald's, and Fred was the architect who designed and built the impressive organization we have become today. Fred leaves a rich...

  • Page 6
    ... the years, he held numerous leadership positions at McDonald's including President, Chief Executive Officer, Chairman of the Board and, most recently, Senior Chairman. He, together with Ray Kroc, built McDonald's and created what has become the quick-service restaurant industry. But those who know...

  • Page 7
    ...suppliers. This Plan is aimed at making McDonald's our customers' favorite place and way to eat by implementing the key drivers of an exceptional customer experience-people, products, price, place and promotion. It's about having well-trained, friendly people working in our restaurants and the right...

  • Page 8
    ... pay for their meals by swiping their credit/debit cards through an electronic reader. Speeding up service But speed alone isn't enough. Customers want to feel special. So we are creating a hospitality culture around the world, using a new interactive, e-learning system. To reinforce this training...

  • Page 9
    premium Mystery shoppers also grade our restaurants. During these anonymous visits, independent evaluators rate their McDonald's experience from a customer perspective. In addition, we use customer feedback and external research to gauge operating performance and customer perceptions. Ultimately, ...

  • Page 10
    ... for shareholders through our Plan to Win. In addition, we are addressing people's desire to stay connected while on the go with wireless technology pilot programs. Currently, customers with laptops can connect to the internet while enjoying their meals at more than 1,400 McDonald's restaurants...

  • Page 11
    People We're rewarding our staffs who deliver outstanding customer service. Small extra touches make lunch at McDonald's special. McDonald's 2003 page 9

  • Page 12
    Product We're giving people more reasons to visit McDonald's by providing choices that fit their lifestyles. Mom enjoys a salad topped with warm chicken breast meat, while the kids munch on Chicken McNuggets made with white meat and tasty Apple Dippers. McDonald's 2003 page 10

  • Page 13
    Price We're providing value that appeals to a broad spectrum of customers. An early meeting at the office is off to a great start with breakfast from McDonald's. McDonald's 2003 page 11

  • Page 14
    Place We're differentiating McDonald's by creating more contemporary environments. This young man doesn't miss a beat, as he checks his e-mail and enjoys a Big Mac at a McDonald's equipped with wireless connectivity. McDonald's 2003 page 12

  • Page 15
    Promotion We're delivering a consistent brand message across the globe and increasing our relevance with key consumer groups. McDonald's and good friends are among life's simple pleasures. McDonald's 2003 page 13

  • Page 16
    ... on a restaurant-by-restaurant basis. e conduct field visits to gauge performance from an internal perspective and use mystery shops to get a customer perspective. In fact, more than 500,000 mystery shops were conducted at our restaurants around the world in 2003. We use this information to improve...

  • Page 17
    ...to help improve quality, service and cleanliness and to build McDonald's brand image. How are we doing? Street address City State Cross street, landmark Country Store number on sales receipt (if available) Tell us some specifics about your visit. Date In restaurant What did you order? Time Drive...

  • Page 18
    Forever young People of all ages relate to Ronald McDonald and the youthful spirit he represents. So don't be surprised if Ronald shows up in unusual places. McDonald's 2003 page 16

  • Page 19
    i'm lovin' it! McDonald's 2003 page 17

  • Page 20
    ... uses its leadership role to influence new, higher standards for the entire food industry." Dr. Neil Cashman Customers have confidence in McDonald's. We value that trust and work to maintain it through our own actions and those of our suppliers. That's why we've aligned ourselves with world-class...

  • Page 21
    ... test the safety of our Happy Meal toys and other promotional items. People practices "McDonald's has made significant strides to incorporate social responsibility into its global operations. McDonald's focuses on training its suppliers on Code of Conduct compliance across a range of important...

  • Page 22
    ... quality foods on our menu. In fact, we use many of the same trusted brands that people purchase to prepare meals at home, such as Minute Maid, Kraft, Tyson, Dannon, Nestlé and Newman's Own ®. In addition, we're addressing evolving preferences with our premium salads in the U.S., Salads Plus Menus...

  • Page 23
    ... fitness. Over the years, Ronald McDonald enthusiastically has helped children learn about fire safety and the fun of reading. Now, he's on a mission to get kids to exercise. In his latest restaurant and community show, Get Moving with Ronald McDonald, he offers young families an opportunity to take...

  • Page 24
    ... and Chief Operating Officer Board of Directors Hall Adams, Jr. Charles Bell Edward Brennan James Cantalupo Chairman James Cantalupo Chairman and Chief Executive Officer James Skinner Vice Chairman Pictured on page 16 - Ronald McDonald Chief Happiness Officer Top photo, left to right - Robert...

  • Page 25
    ... Game; McDonald's Golden Arches @ Logo; McGriddles; RMHC; Ronald; Ronald McDonald Name and Design; Ronald McDonald Care Mobile; Ronald McDonald House; Ronald McDonald House Charities; Salads Plus; What's On Your Plate; Willie Munchright; www.mcdonalds.com Product names and descriptions are country...

  • Page 26
    ... associated with fundraising activities and program services. Additional funding and volunteer support are provided by other corporations and a host of individuals, including McDonald's employees, owner/operators and suppliers, as well as our customers around the world. One of the Charity's greatest...

  • Page 27
    ...the day! Breakfast at McDonald's is better than ever since McGriddles were added to the menu in the U.S. and Canada. These hearty sandwiches feature breakfast platter favorites served between two warm griddle cakes that have the taste of maple syrup baked right in. So now, customers can have it all...

  • Page 28
    McDonald's Corporation McDonald's Plaza Oak Brook IL 60523 www.mcdonalds.com ® TM