McDonalds 2009 Annual Report Download - page 4

2 McDonald’s Corporation Annual Report 2009
As we survey the business and competitive landscape today, it’s
clear our investment in the Plan to Win has paid off. We are operating
from a position of strength and continue to become more relevant
in the lives of our customers.
It’s also remarkable how our Company culture has evolved since we
initiated our Plan to Win.
Today, we are aligned throughout the System. We have a leadership
culture that embraces change and rejects complacency. We are
continually focused on what’s working and then leveraging our
scale around the world for the overall good of our customers and
our System.
For example, our intense effort on restaurant reimaging, which initially
excited customers in Europe, is now a foundational element of each
Area of the World business plan. Similarly, our successful value menu,
pioneered so well in the United States, now appears on McDonald’s
menu boards throughout the world.
From restaurant operations to marketing … from consumer insights
to menu management … in virtually every aspect of our business …
we are continually improving and will never be satisfied. We truly are
“better, not just bigger.”
Looking ahead, we see tremendous opportunity for brand McDonald’s,
an opportunity to further differentiate our brand and truly distance
ourselves from the rest of the industry. We bring to the table what
no one else can—a scale advantage in voice, convenience and cost;
a brand advantage in predictable value, family fun and familiar taste.
We also have a balance sheet and cash flows that are strong and
support our ability to continue investing in our business.
We’re determined to build on our competitive advantages, investing
in our brand to energize future performance.
We will continue to pursue opportunities to extend our relevance
with a particular emphasis on three key areas: service enhancements,
restaurant reimaging and menu innovation. With service, we will
leverage technology to make it easier for managers and crew to
quickly and accurately serve the customer. To enhance brand
perception and drive higher sales and returns, we’re accelerating
our interior and exterior reimaging efforts around the world. And
we will innovate at every tier of our menu to sustain our momentum
and create excitement for our customers. This is just one
more step on our journey to modernize our brand and improve
customer relevance.

Consecutive months
of global comparable
sales increases through
December 2009
 million
Customers served
on average every day