McDonalds 2005 Annual Report Download - page 11

2005 McDonald’s 9
We’re also working to refine and improve the drive-thru,
an extension of the restaurant that in some markets
serves 60 percent or more of our guests on any given
day. Whether it’s opening multiple lanes, having outdoor
order-takers or improving our landscaping and outdoor
merchandising, we’re intensifying our efforts in this
critical aspect of the McDonald’s experience.
price: a balanced approach to
delivering value and choice
ALL OVER THE WORLD,people demand good value.
In a restaurant, this means great-tasting, high-quality
food at a reasonable price. McDonald’s guests know
they’re going to get great value—it’s rooted in our
history. It’s our commitment to customers, and it
continues today.
Now, with more menu choices creating a wider selec-
tion of value price points, we’re providing value that
appeals to a broad spectrum of customers. They can
order from everyday value menus like the Dollar Menu in
the United States, the Pound Saver Menu in the United
Kingdom or the 100-Yen Menu in Japan. In addition,
they can choose from an array of premium selections
like new chicken sandwiches and salads.
And customers will continue to enjoy their McDonald’s
favorites with a great value to match that great taste,
whether ordered individually or in Value Meals. With
a choice of premium items, everyday value items
or a combination of both, we create satisfied, loyal
customers.
promotion: bold and innovative,
committed to relevance
WE’RE PROMOTING OUR BRAND and connecting to
our customers in more ways than ever before. We’re
blending product innovation with fashion, music and
technology to reinforce the fresh and fun essence of our
brand. We’re integrating our brand into the everyday
lives of our customers by reaching them in the media
environments where they spend the most time. From
TV advertising to high-impact outdoor, from print and
online to hand-held communication devices, we are
conveying our Forever Young brand and message in
today’s most relevant ways.
To us, promotion is much more than marketing. At
McDonald’s, we’re giving deeper meaning to “i’m lovin’
it” by working to build trust, strengthen our relationships
with customers and take the lead on issues important
to them. That means providing customers with informa-
tion to help them make informed choices and be more
active. Providing menu variety to support a balanced
diet. Being open about our business. Working with
leading nutrition experts and organizations. And most of
all, showing concern for the well-being of our customers.
the five Ps: not just one. all.
THE KEY TO OUR PLAN TO WIN is this: a
balanced focus on all five Ps on an ongoing
basis. This holistic approach helps ensure that
we will grow by expanding and strengthening
our customer relationships. It builds momentum
that is solid and sustainable. It creates deep
and meaningful underpinnings for profitable
growth. Approached in this way, the Plan to
Win is Forever Young.
ABig Mac or Quarter Pounder that never tasted so good. A premium
salad that's fresh and delicious. Efficient,
friendly service, provided by enthusiastic,
well-trained people in a clean, comfortable
and contemporary environment—a great
experience for a great price. This is what
more and more McDonald’s customers
are experiencing all over the world.
And the best thing is,
the Plan to Win
is just getting started.