The following is the answer McDonald's gives when asked by student researchers what its' mission statement is:
"McDonald's brand mission is to "be our customers' favorite place and way to eat." Our worldwide operations have been aligned around a global strategy called the Plan to Win centering on the five basics of an exceptional customer experience – People, Products, Place, Price and Promotion. We are committed to improving our operations and enhancing our customers' experience."
http://www.aboutmcdonalds.com/mcd/our_company/mcd_faq/student_research.html?DCSext.destination=http://www.aboutmcdonalds.com/mcd/our_company/mcd_faq/student_research.html#1
Not sure if the authors of our text would love it, but McDonald's must be doing something right as they have been performing quite successfully for many years. Which brings me to the current stock price. MCD closed today at $74.32, down -0.48 from yesterday.
http://www.google.com/finance?q=mcd
Until next time...
I would say they are living up to this mission statement. Did you know that a survey was taken a few years ago in which they interviewed kids. They were able to successfully identify Ronald McDonald 97% of the time compare to Santa Claus which was 94% of the time. Amazing!!
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