McDonalds 2003 Annual Report Download - page 10

McDonald’s 2003 page 8
We also are expanding our rele-
vance among the coffee crowd with
McCafé—a coffee concept inside
some of our restaurants. Customers
can enjoy premium and specialty
coffees along with a variety of pas-
tries and muffins in a coffeehouse
ambience.
In addition, we are addressing
people’s desire to stay connected
while on the go with wireless tech-
nology pilot programs. Currently,
customers with laptops can connect
to the internet while enjoying their
meals at more than 1,400 McDonald’s
restaurants.
Promoting our brand
The global marketplace has
evolved. Customers are more
sophisticated, and communi-
cations are more advanced.
We are taking advantage
of this through our global
“i’m lovin’ it” strategy.
“i’m lovin’ it” is much more than
a marketing campaign. It’s an atti-
tude. It’s about music, entertainment,
sports and fashion—and how they
relate to our customers and the
McDonald’s experience. It’s also about
motivating our System’s 1.5 million
restaurant employees and exciting
them about working for our great
brand.
We are evolving “i’m lovin’ it” in
2004 through communications and
packaging that feature people enjoying
life’s simple pleasures.
In addition, Ronald McDonald will
play a more prominent role in our
advertising, as he appeals to people of
all ages. We also are optimizing our
advertising spending to maximize our
impact and placing ads in media well
beyond traditional prime-time net-
work television to broaden our reach.
But great marketing alone isn’t
enough. To be truly effective, it must
be accompanied by a strong dose of
trust. So we continue to nurture the
bonds of trust we have forged over the
years. People rely on McDonald’s to
serve quality food, to be there in times
of need and to be a leader in social
responsibility. We stand ready to help
our communities and will continue to
take leadership positions on issues
important to consumers, such as
the environment and healthy, active
lifestyles. (See pages 18–21 for
more about social responsibility and
balanced lifestyles.)
More to come
While we accomplished a lot
in 2003 and have many efforts
underway, there’s still more to
come.
We are raising the bar on our
operating performance and
revving up our marketing. We also
continue to exercise discipline in the
use of our very substantial cash flow.
We intend to remain relevant by
laying an innovation pipeline in order
to keep our menu, experiences and
restaurant environments fresh
and exciting over the long term.
We will keep McDonald’s brand
forever young—in how we speak to
consumers and in how we deliver the
McDonald’s experience.
In short, we will achieve enduring
profitable growth for shareholders
through our Plan to Win.
Our new global packaging reflects a new energy
for our brand and a customer focus.
Life’s simple pleasures
While we’re making our restaurants more
contemporary for adults, we continue to
keep McDonald’s fun for kids.
A favorite place
delicious