McDonalds 2003 Annual Report Download - page 9

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 feed-
back and external research to gauge
operating performance and customer
perceptions. Ultimately, all this
information helps us improve our
customers’ experiences.
Having the right products
at the right prices
Consumer taste preferences are
changing, and we are respond-
ing by providing a variety of
taste and price options.
We are promoting price and
brand together with special
menus that feature items at a great
value. Our Dollar Menu in the U.S.,
EuroSaver Program in Ireland,
McDeals Menu in Germany and
Pound Saver Menu in the U.K. exem-
plify this approach. By selecting from
these menus, customers can easily
create their own meals, satisfy desires
for quick snacks and make convenient
add-on purchases.
At the same time, we’re giving peo-
ple more reasons to visit McDonald’s
with unique premium products. Such
offerings include McGriddles breakfast
sandwiches in the U.S. and Canada,
Fish McDippers in Singapore, Hong
Kong and Japan, and the Big Tasty
sandwich in the U.K., Sweden and
Holland.
We’re also providing more choices
that fit today’s lifestyles.
Happy Meal offerings include
selections that appeal to moms, as well
as kids. For example, we currently
offer Chicken Selects, no-sugar-added
fruit drinks and fruit bags in the U.K.;
organic milk and apple spritzers in
Germany; yogurt in Brazil; and fruit
juices, Apple Dippers and Chicken
McNuggets made with white meat in
the U.S.
We’re also appealing to moms with
salad entrées and other wholesome
offerings. Salads topped with warm
chicken breast meat are currently
available in the U.S. In Australia,
many are ordering from our Salads
Plus Menu, which features eight items
—each with 10 grams of fat or less.
And in Europe, we’re rolling out a
Salads Plus program that merges the
best ideas from the U.S. and Australia
with local ingenuity to create a line-
up of products tailored to European
consumers.
Making our places showplaces
We intend to keep our restau-
rants fresh and contemporary
as styles, colors, decors and
technology change. So we are
renovating, rebuilding and
even relocating some of our
restaurants.
We’ve given McDonald’s a fresh
edge over the competition in
France and New Zealand through a
concerted effort to reimage our restau-
rants. Today, we have similar efforts
underway around the world. These
welcoming environments appeal to
people whether they are dining alone,
with family or with friends.
Mixed greens, seasoned beef, cheddar jack
cheese, crispy tortilla strips, sour cream and
Newman’s Own®all-natural salsa create a
fiesta in a bowl. Our new Fiesta Salad soon
will be available throughout the U.S.
Providing more choice
McDonald’s 2003 page 7
A reimaged interior adds a touch of
sophistication and individualization to
this restaurant in Hong Kong.
Staying contemporary
premium