• Written on 03 Sep 2013

Mission statement of McDonalds

McDonald's logo

This is McDonalds 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
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.

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

McDonalds 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…?Does it mention values like…?
CustomersProducts/
Services
MarketsCitizenshipTeamwork
YesNoYesNoNo
TechnologyConcern for
survival
PhilosophyExcellenceIntegrity
NoYesYesNoNo
Self-conceptConcern for
public image
EmployeesScore2.2/4.5
YesNoNo
Customer or product-oriented?
Customer-oriented

(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.

Related topics

Sources

  1. McDonald’s (2013). Mission & Values. Available at: http://www.aboutmcdonalds.com/mcd/our_company/mission_and_values.html

Written by Ovidijus Jurevicius

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If you're interested in strategic management, business strategy or any other business related topic, connect with me on Google+ Ovidijus Jurevicius


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