McDonalds 2003 Annual Report Download - page 8

Putting people first
We serve about 47 million
customers every day, and we
are intent on improving the
experience of each and every
one of them.
In the long run, only exceptional
service will truly differentiate
McDonald’s from the competition.
So we are making a concerted effort
to improve the friendliness, speed
and accuracy of our service.
We improved our drive-thru service
times in the U.S. last year, but we’re
committed to doing even better. We’re
simplifying our restaurant operations.
We’re using more visual menu boards
to make ordering easier for customers.
We’re also eliminating some sizes and
slow-selling items and better organiz-
ing the kitchen, front counter and
drive-thru areas to improve efficiency.
But speed alone isn’t enough.
Customers want to feel special. So
we are creating a hospitality culture
around the world, using a new inter-
active, e-learning system. To reinforce
this training, we have special competi-
tions coupled with great rewards for
those who excel at their jobs.
We’re also measuring the operating
performance of our restaurants around
the world. The standards are high. The
expectations are clear. The evaluation
tools are consistent.
During a combination of announced
and unannounced visits, field person-
nel grade our restaurants on a host of
criteria, such as service times and pro-
cedures, as well as storage practices,
equipment maintenance and restroom
cleanliness. (See pages 14–15 for
more about measurement.)
Customers at more than 9,300 restaurants can
pay for their meals by swiping their credit/debit
cards through an electronic reader.
Adding convenience
McDonald’s 2003 page 6
Changing the course of
our business in 2003 was
just the first step in our
long-term effort to create
sustainable, profitable
growth at McDonald’s.
While we have more to
do in 2004 and beyond,
we are energized by our
prospects and by our
Plan to Win.
Automated beverage dispensers drop and fill
the right-size drink cups as orders are keyed into
the register. This simplifies operations, speeds up
service and satisfies our customers better.
Speeding up service
Continuing the momentum in 2004