McDonalds 2013 Annual Report Download - page 4

ii | McDonald’s Corporation 2013 Annual Report
Giving customers more reasons
to choose McDonald’s, more often
We’re placing greater emphasis on strengthening our
relationship with our customers. We’re focused on what
motivates them — and closely aligning our global growth
priorities with the reasons they choose McDonald’s.
That means serving great-tasting food and beverages,
creating memorable experiences within and beyond
our restaurants, and offering unparalleled convenience
from a brand they respect and trust.
While our growth priorities are a global framework,
markets have different areas of focus based on their
customers’ needs. Our decentralized approach is
truly an enviable local market structure that provides
grass-roots knowledge to help us better execute
local initiatives and programs that resonate with
our customers.
For example, the U.S. is focusing on breakfast by
building on the advances we made in 2013 with
the introduction of the delicious Egg White Delight
McMufn — while also enhancing customer service.
Europe continues to strategically grow the McCafé
brand, emphasize affordability through mid-priced
bundles like France’s two-item Le Casse Croute, and
build on investments in technology to advance digital
efforts within the context of our newly formed global
digital strategy. And, in Asia/Pacic, Middle East and
Africa, we’re concentrating on getting the right value
platforms in place and growing brand extensions such
as delivery and McCafé. Our ability to learn, share
and scale best thinking across geographies is truly a
testament to our unique business model.
Making an impact, growing our business
Our brand and our business are inextricably linked. We
are excited about the more focused and ambitious way
we’re leveraging our brand as we accelerate our growth.
The work we’re doing across the broad spectrum of
social responsibility and sustainability underpins our
belief that holistic and outcome-based actions can
deliver the most meaningful impact for our customers
and the business. I’m especially proud of the advances
we made last year. We partnered with the Alliance
for a Healthier Generation, founded by the American
Heart Association and the Clinton Foundation, and
committed to increase customers’ access to fruit and
vegetables in 20 of our top markets. Working together
with organizations, including the World Wildlife Fund,
we advanced our commitment to sustainable sourcing,
including the eventual purchase of sustainable beef.
And, as founding members of the Global Roundtable
for Sustainable Beef, we’re helping to develop globally
accepted principles and criteria.
Of course, we never forget that it’s our people who
make the difference — to us as a company, and to our
approximately 70 million daily customers. Whether we’re
providing a teenager with a rst job or equipping a new
manager with skills to run one of our 35,000 restaurants,
we’re honored to provide resources that open the doors
of opportunity for learning, training and advancement
to the estimated 1.8 million employees in our company-
owned and franchised restaurants worldwide.
Leading in new ways
In today’s rapidly shifting marketplace, great brands like
McDonald’s must lead in new ways. While change is
our biggest challenge, it’s also our greatest opportunity.
Change is our chance to get better. Stronger. Even
more relevant and memorable to the customers we
serve. That’s our commitment, because our customers
are the heart and soul of who we are, as one System.
On behalf of the entire McDonald’s System, thank you
for your support and condence in our ongoing effort to
deliver strong shareholder value. We’re grateful for your
partnership and investment in our enduring brand —
and we’re committed to satisfying each customer who
chooses McDonald’s.
Sincerely,
Don Thompson
President and CEO