McDonalds 2008 Annual Report Download - page 4

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68
Consecutive months
of positive global
comparable
sales through
December 2008
Customers served
on average each day
58Million
These financial results are among the best in our
Company’s history. Significantly, in a year when
nearly every investment suffered, when the Dow fell
34 percent and the S&P lost nearly 39 percent
of its total shareholder value, your investment in
McDonald’s increased by nearly 6 percent. In fact,
McDonald’s was one of only two companies in the
Dow Jones Industrial Average to post a gain.
OUR HARD WORK PAID OFF IN 2008.
We are confident we can sustain this success going
forward because our entire McDonald’s System —
comprised of the industry’s best franchisees, suppliers
and employees — continues to focus on delivering
long-term profitable growth.
This process began nearly six years ago, when
McDonald’s embraced a strategy focused
on restaurant operations and our cornerstones
of quality, service, cleanliness and value.
“Better, not just bigger” became our mantra, and the
customer-centric Plan to Win became our playbook.
This same strategy continues today … in 32,000
McDonald’s restaurants around the world. Every
decision we make, whether it affects thousands
of restaurants or just one, has customer relevance
as its primary driver.
Whether it involves adding more choices and
variety … improving our operational excellence …
making our restaurants more convenient and more
inviting … or enhancing our value proposition
across the menu, we take our cue from customers.
THEY SPEAK. WE LISTEN.
In 2003, McDonald’s served an average of 47 million
customers a day. In 2008, our average increased
to 58 million customers a day — an increase of about
25 percent in just five years.
Our 5,000 franchisees worldwide, who own and
operate 80 percent of our restaurants, display
outstanding leadership in their restaurants and
2 McDonald’s Corporation Annual Report 2008