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Mission statement of McDonald's

By Ovidijus Jurevicius | 05.09.2013

This is McDonald's Corporation mission statement overview for 2013. For more information on how to write a mission statement, please refer to our article.

Company Background

Name McDonald's Corporation
Logo McDonald's logo
Industries served Restaurants, Food
Geographic areas served Worldwide
Headquarters U.S.
Current CEO Don Thompson
Revenue $ 27.56 billion (2012)
Profit $ 5.46 billion (2012)
Employees 1,800,000 (2013)
Main Competitors Burger King Worldwide,Inc., Yum! Brand Inc., Subway, Wendy’s Company and many other companies.

McDonald’s is the world’s leading fast food restaurant chain with more than 34,000 local restaurants serving approximately 69 million people in 119 countries each day. More than 80% of McDonald’s restaurants worldwide are owned and operated by independent local franchisees.

Mission

McDonald's mission statement 2013

“McDonald's brand mission is to be our customers' favorite place and way to eat and drink. Our worldwide operations are aligned around a global strategy called the Plan to Win, which center on an exceptional customer experience – People, Products, Place, Price and Promotion. We are committed to continuously improving our operations and enhancing our customers' experience.”
Evaluation
Does it include...?
Customers Products/Services Markets
Yes No Yes
Technology Concern for survival Philosophy
No Yes Yes
Self-concept Concern for public image Employees
Yes No No
Does it mention values like...? Customer or product-oriented?
Citizenship Teamwork Customer-oriented
No No Score
Excellence Integrity
No No 2.2/4.5

(This evaluation framework is composed of the guidelines listed in our article: Mission Statement for Success)

Overview

McDonald’s mission is evaluated 2.2 points out of 4.5, indicating an average level. The statement lacks following components: products and services, technology, concern for public image and concern for employees. McDonald’s mission doesn’t mention any of the values used in our evaluation framework, but provides their values separately. McDonald’s values that guide company’s actions and decisions are:

  • We place the customer experience at the core of all we do
  • We are committed to our people
  • We believe in the McDonald’s System
  • We operate our business ethically
  • We give back to our communities
  • We grow our business profitably
  • We strive continually to improve

The statement is customer-oriented, which means that the company is focused on satisfying customer needs, which is exactly what McDonald’s stress in its mission. Nonetheless, McDonald’s statement doesn’t fully reveal company’s ‘reason for being’ and poorly communicates primary business information to its stakeholders.