McDonalds 2004 Annual Report Download - page 12
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10 MCD 2004
LETTER FROM THE CHIEF EXECUTIVE OFFICER continued
Third .. .play an active role in promoting balanced, active lifestyles to our
customers. This will be an important part of our future. As the world’s leading
restaurant organization, McDonald’s strives to make a difference. We believe lead-
ership equals action, which is why we are addressing three critical areas—adding
even more choice and variety to our menu, providing nutrition education and sup-
porting physical activity. When it comes to advocating a balanced, active lifestyle,
we plan to take positive actions on behalf of our customers.
I will close by underscoring one word—relevance.
At McDonald’s, we define relevance as being meaningful in the lives of our
customers, and this drives our entire decision-making process.
Relevance is the cornerstone of our Plan to Win ... and the customer-focused
legacy that our founder Ray Kroc gave to our System.
This year, as we celebrate the 50th anniversary of Ray’s vision, McDonald’s share-
holders should know that your leadership team is focused on the next 50 years,
and on being a brand that is even more meaningful in the lives of the people we
serve.
I am immensely proud to be leading McDonald’s at this time—and on behalf of
our entire System, I want to say “thank you” for your continued investment in our
Company. I commit that we will work relentlessly to see that your trust in
McDonald’s is rewarded.
Sincerely,
Jim Skinner
VICE CHAIRMAN, CHIEF EXECUTIVE OFFICER, SHAREHOLDER
MARCH 18, 2005