McDonalds 2005 Annual Report Download - page 10

8 McDonald’s 2005
The Plan to Win:
a framework for
deepening customer
connections
OUR BRAND MISSION is to be our
customers’ favorite place and way to eat.
The Plan to Win keeps our efforts focused
on the right things, providing a solid
framework to deepen every aspect of our connection
to our customers.
Within each of the five Ps, we’re always developing
and refining new strategies based on customer insights.
That’s what keeps the Plan to Win Forever Young—and
creates a future with endless possibilities.
people: key to delivering a
great McDonald's experience
PEOPLE HAVE ALWAYS BEEN the first pillar of our
success. When McDonald’s people are well trained and
motivated to deliver an exceptional experience to every
customer, every time, we have a strong foundation on
which to build.
Food and marketing bring customers in; service brings
them back. That’s why we’ve developed training and
hospitality programs to teach our people the skills
they need to deliver great service. We’re providing
experiences for our restaurant managers to continuously
freshen their operations knowledge and skills through
managers’ conventions, rallies and group training
conducted in our restaurants. And we’re providing
computer-based training in multiple languages to help
us achieve the best possible customer experience.
We’re as energized as ever about continuously
improving service in our restaurants. Our Restaurant
Operations Improvement Process is now in place in
30 countries. We’ll continue to measure our progress
with internal field visits, external, anonymous “mystery
shoppers” and customer surveys. There’s always room
to improve, and that’s what we’ll do.
products: great quality,
variety and choice
GREAT FOOD puts a smile on your face. But what’s
great food? It’s something different to every individual.
To some it’s the same order every time, like a Big Mac,
fries and a drink. To others, it’s something different and
exciting, like the new Spicy Chicken Sandwich in the
U.S. or a selection from the Salads Plus menu in
Europe.
We’re giving customers more reasons to visit
McDonald's more often by providing additional choices
that fit their lifestyles. We see considerable opportunities
to expand our menu across the globe—from breakfast,
lunch and dinner, to snack time, beverages, dessert
and late night. We’re working to create the next great
taste at McDonald’s Food Studios in the United States,
Paris, and soon, in Hong Kong—where our product
development teams explore new ideas rooted in cus-
tomer tastes and preferences.
Meanwhile, Food Improvement Teams comprised of
employees, owner/operators and suppliers look for
new ways, all over the world, to make our products and
procedures even better. We remain committed to our
high product standards and superior supplier practices.
The quality of our food is of utmost importance to our
customers and to us.
place: contemporary and convenient,
warm and welcoming
McDONALD’S IS a great place to be. Modern, fresh
and clean. Warm and welcoming. A place where we’re
always developing new ways to enhance the restaurant
experience, whether our customers are eating here or
driving through.
We see opportunity everywhere. The appeal of re-
imaged restaurants—more than 5,000 remodeled since
2002 and counting—brings more customers in the
door and delights them once they’re here. Increasingly,
there’s something for each of the five senses, from the
look and feel of new materials and warmer lighting to
upbeat music that varies by time of day. Entertainment
zones with flat screen TVs and wi-fi. Exciting new
PlayPlace innovations. And more.