McDonald’s Mission Statement & Vision Statement

McDonald’s mission statement and vision statement both orbit around the idea of McDonald’s serving delicious food and a good experience to its customers. McDonald’s is a global brand for its iconic fast-food products and it continues to build its reputation by improving customers’ experiences.

McDonald’s mission statement is “To be our customers’ favorite place and way to eat and drink.” McDonald’s upholds its mission statement by being the most popular fast-food chain, as evident by McDonald’s is the world’s largest fast-food corporation by revenue.

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McDonald’s Corporation Profile:

Company Name	McDonald’s Corporation
Founders	Richard McDonald, Maurice McDonalds; Ray Kroc (Founder of the Corporation)
Established on	May 15, 1940
Headquarters	Chicago, Illinois
Company Type	Public
Industry	Restaurants
Revenue	21.076 Billion USD
McDonald’s Mission Statement	*“To be our customers’ favorite place and way to eat and drink.”*
McDonald’s Vision Statement	*“to move with velocity to drive profitable growth and become an even better McDonald’s serving more customers delicious food each day around the world.”*

McDonald’s Company Overview:

McDonald’s is the world’s most renowned fast-food chain, with over 38,000 outlets in more than 100 countries around the globe. McDonald’s restaurants altogether serve 69 million consumers daily. Among its many food items, the franchise’s hamburger, cheeseburger, and french fries are the most popular.

McDonald’s restaurants are divided into two categories: company-owned and franchised outlets. This fast-food giant’s success is attributed to its policies and strategies that cut operational and production costs effectively without sacrificing customer satisfaction.

The McDonald brothers, Richard and Maurice McDonald, founded McDonald’s in 1940. McDonald brothers’ hamburger stand in San Bernardino, California was attracting huge crowds and so they turned it into a franchise. After realizing its potential, businessman Ray Kroc, who joined as a franchise agent, purchased the franchise from the McDonald brothers. Since then, McDonald’s has expanded its services and restaurants quickly.

McDonald’s has run many successful marketing campaigns that made the corporation a household name. The introduction of the iconic clown character “Ronald McDonald” as McDonald’s mascot in 1963 made the fast-food company extremely popular among children and their parents, teenagers.

McDonald’s Mission Statement Analysis:

McDonald’s mission statement is “To be our customers’ favorite place and way to eat and drink.” The missions statement conveys the following messages:

Becoming its customers’ favorite place
Becoming its customers’ favorite way to eat and drink

McDonald’s corporate mission statement reflects the company’s customer-centricity. The mission statement shares the company’s goal of becoming its customers’ favourite. The use of the words “our customers” shows that McDonald’s policies and management focus on its target customer base, which is consisted primarily of young children, parents with children, and early teens.

McDonald’s mission is to become the favourite place of its customers. The fast-food franchise wants to create a pleasant experience for its customers, not only providing delicious food, it wants to provide a well-rounded experience in the store. Becoming the customers’ favourite place includes having an ambient environment, structural and design elements to elevate the customer experience.

The second component of McDonald’s mission statement is becoming the favourite way to eat and drink for the customers. It shows that McDonald’s aims to be more than just another fast-food chain, its ambition is to stand out in the crowd with its unique style. It wants to build such a connection with the customers that eating and drinking in McDonald’s become a distinct way of consuming.

Becoming the customers’ favourite way to eat and drink will ensure a strong customer engagement and a better brand image for McDonald’s.

McDonald’s Vision Statement Analysis:

McDonald’s vision statement “to move with velocity to drive profitable growth and become an even better McDonald’s serving more customers delicious food each day around the world.” sheds light on the company’s most recent growth plan named “Velocity Growth Plan”. The pillars of this growth strategy are retained, regain and convert.

Prior to the introduction of the “Velocity Growth plan” in 2017, McDonald’s vision statement was as follows “Our overall vision is for McDonald’s to become a modern, progressive burger company delivering a contemporary customer experience.” McDonald’s changing its vision statement to align itself with the contemporary growth plan goes to demonstrate the company’s will to adapt to the changing circumstances.

A Comparison between the old and the new vision statement explains that McDonald’s had already achieved its old vision and was looking forward to expanding and improving the already established prime McDonald’s experience.

McDonald’s current vision statement emphasizes the following components:

Driving profitable growth by moving with velocity
Becoming an even better McDonald’s
Serving more customers delicious food every day around the world

The first component of the mission statement of McDonald’s talks about the company’s new growth plan. The Velocity Growth Plan is aimed at making McDonald’s more profitable by retaining the customers McDonald’s already has acquired, regaining the customers who have lessened their visits to McDonald’s and finally converting the casual and irregular customers to regular customers. This plan will bring in profit and ensure growth.

Becoming an even better McDonald’s is the second component of the vision statement. This segment implies that McDonald’s is already an amazing place and the corporation wants to improve the tiny details to make it even more customer-friendly.

The final component of McDonald’s vision statement is the company’s goal of serving more customers. This component expresses the company’s goal of expanding. All three components of the vision statement are steps of implementing the Velocity Growth Plan.

Frequently Asked Questions

1. Can I ask for no salt on French fries at McDonald’s?

– Yes, you can ask for salt-free French fries in McDonald’s. McDonald’s fries are prepared with salts before the staff fries the final product. So, you should inform them about ordering no salt fries beforehand unless you want to wait for a long time in the McDonald’s.

2. What does McDonald’s logo represent?

-According to Louis Cheskin, a renowned design consultant and psychologist, the golden arches of the alphabet “M” in McDonald’s logo symbolize the mother’s breasts. The logo is to remind people of the nourishment mothers to give to their children.

3. What are the core values of McDonald’s?

-McDonald’s core values serve, inclusion, integrity, community, family.

References:

Akhilesh Ganti (2019), How McDonald’s Makes Money. Investopedia
Available at https://www.investopedia.com/articles/markets/032015/how-mcdonalds-makes-its-money-mcd.asp#:~:text=The%20Velocity%20Growth%20Plan%2C%20introduced,%2C%20value%2C%20and%20customer%20experience.
Britannica, T. Editors of Encyclopaedia (2020, May 18). McDonald’s. Encyclopedia Britannica. https://www.britannica.com/topic/McDonalds
https://www.mcdonalds.com.my/company/mission-vision
Mohit Oberoi (2019), McDonald’s Overview: Segments, Buybacks, Valuation, Market Realist
Available at https://marketrealist.com/2019/11/mcdonalds-overview-segments-buybacks-valuation/

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