2012 Annual Report
* in constant currencies
Average Number of
Customers Served Every Day
McWraps | Europe
McCafé Strawberry Banana Smoothie | USA
Now more than ever, customers
truly care about good food.
The Golden Arches have always
stood for quality, consistency
and value. But today they also
promise unique tastes, modern
choices and real ingredients.
Our World Famous Fries and
our iconic Big Mac sandwich
share the menu with tempting
specialty coffees and creative
new selections that put the fun
in real fruits and vegetables.
Wholesome ingredients like 100%
beef, whole grains and freshly
cracked eggs make it easy to
enjoy quality food, every time,
all at the speed of McDonald’s.
Le M Burger | France
Green Salad | Argentina
McDonald’s Corporation 2012 Annual Report | 1
Sydney | Australia
To Our Valued Shareholders:
Our founder, Ray Kroc, made a statement about how we operate our business that is as relevant today as it was 60 years ago: “Take calculated risks. Act boldly and thoughtfully. Be an agile company.” 2012 was a testament to our resilient business model, the talented and aligned System of McDonald’s franchisees, supplier partners and company employees, and our broad experience in every type of operating environment. We grew global comparable sales 3.1% and Systemwide sales 5%*. We increased operating income 4%*
and diluted earnings per share 5%*. And, we returned $5.5 billion to shareholders through dividends and share repurchases.
Don Thompson, President and CEO & Tim Fenton, COO
Operating Income (in billions)
S&P Compound Annual Total Return
We grew market share despite the flat to declining trend in
the informal eating-out industry. The key: our ability to remain focused on our Plan to Win and our three global growth priorities to optimize our menu, modernize the customer experience and
broaden accessibility to Brand McDonald’s. Most importantly, we’re doing it with franchisees, suppliers, company employees, managers and crew who are proud to be affiliated with us, and with a talented and diverse Board of Directors who provide sage guidance and strong corporate governance as we work together to deliver shareholder value.
Every day, 69 million customers visit our restaurants because we offer great-tasting food, exceptional service, and a clean, modern and engaging restaurant experience – all at a reasonable price. We continued to build our business through our menu focus by encouraging markets to learn from each other and scale proven solutions. New products like McWraps from Poland or our McCafé specialty beverages that originated in Australia complement
classic favorites – like the Big Mac, our Quarter Pounder with Cheese, our Egg McMuffin and our World Famous Fries – to
give our customers compelling reasons to visit.
We also made significant progress toward becoming more
modern and relevant. Nearly 60% of our restaurant interiors
around the world have been re-imaged, and we expect to reach 50% with our exteriors by 2015. And, we continued evolving
how we talk with our customers through our creative, digital and social media efforts.
In our journey to be accessible whenever and wherever our
customers want McDonald’s, we added 1,439 new restaurants
in established markets including the U.S., France, Germany and Australia … as well as in emerging markets like China, Brazil, India and Russia. We also grew delivery in APMEA and evolved our
value offers to always have something for our customers with Value Lunch...
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