McDonald's Mission Statement | Vision | Core Values (2024 Analysis) (2024)

Company: McDonald’s Corp.
CEO: Chris Kempczinski
Founders: Richard and Maurice McDonald’s
Year founded: 1940
Headquarter:Chicago, Illinois
Employees (2021): 200,000
Type: Public
Ticker Symbol: MCD
Revenue (2021): US$23.2 Billion
Profit | Net income (2021):US$7.5 Billion

Products & Services:Fast food and Beverages
Competitors: Burger King | Chipotle | Wendy’s | Shake Shack | KFC | Chick-Fil-A | Subway | Dunkin Donut | Starbucks | Panera Bread |

Did you know?

McDonald’s is the largest supplier of toys in the world. Remember the toys that you get with every happy meal!

Overview McDonald’s

McDonald’s was founded in 1940 by two brothers, Richard and Maurice. It started as a BBQ stall in San Bernardino, California, and expanded to become one of the most valuable brands globally. From America to Europe, Asia, Africa, and Latin America, the ‘M’ arches are present in major cities globally. It is one of the most recognized fast food chains worldwide.

In recent years, the fast-food giant has focused on global expansion and closed 164 restaurants in the US in 2020 and operates 13,682 outlets in this market. McDonald’s added more than 500 restaurants globally, with 400 new outlets in China. The company now has 39,198 restaurants worldwide. [1]

From 2017 to 2021, McDonald’s has been averaging $19-$21 Billion in annual revenues. Its net income has been growing steadily year-over-year, from 2015 to 2019. In 2020, McDonald’s innovative adoption of drive-thrus guaranteed success despite the challenges.

These drive-thrus delivered 70% of the chain’s total sales. In the latest quarter ending March 31, 2021, the fast-food giant accumulated $5.125 billion in revenues, an 8.7% increase year-over-year. [2]

With 80 years in the sector, both seasoned and aspiring entrepreneurs can learn a thing or two from this global fast-food powerhouse. To understand how McDonald’s has dominated the industry for decades, analyze its mission and values. Here is an in-depth analysis of McDonald’s mission statement and values.

McDonald’s Mission Statement

McDonald’s mission statement is:

“To make delicious feel-good moments easy for everyone.”

What is the meaning of McDonald’s mission statement?

McDonald’s mission statement highlights how the fast-food giant feeds and fosters communities. It consists of three key components:

1. Delicious Food:

From breakfast to burgers, fries, dessert, chicken, and everything in between, McDonald’s has something for everyone. It does not compromise when it comes to the ingredients and quality of its foods.

McDonald’s serves delicious food at affordable prices to make everybody feel good regardless of their financial situation. Food critics take a gastro journey through its entire menu to find their favorite items and experience what McDonald’s is all about. [3]

2. Create Feel-Good Experiences:

McDonald’s serves good food and creates memorable, feel-good moments and experiences for its customers globally. Each McDonald’s outlet optimizes customer experience with personalized services and offerings to meet the needs of consumers in the market.

For example, McDonald’s Japan has been working on consumer-facing digital activities for over 17 years to optimize and enhance in-store experiences for its customers and build more business.

In 2020, the company launched an upgrade of its mobile app to optimize the customer experience in-store. “Our consumers found it faster, more convenient, and reduced the amount of stress and pressure that comes from standing in line at rush hour,” said Raphaël Mazoyer, McDonald’s Japan VP of Digital Marketing. [4]

3. Easy for Everyone:

Although McDonald’s is the world’s largest fast-food chain, the company provides a fun and safe environment for everyone. The company’s hands-on management strategy ensures standardized operations across all outlets globally.

Whether it is in the US, Europe, Africa, Asia, or Latin America, customers can walk into any McDonald’s location and get the same level of experience, quality, and welcoming personality they know and love.

It develops restaurant designs and layouts to optimize customer experience and selects convenient locations and hours to guarantee easy access for everyone.

In Nov 2020, McDonald’s announced a new growth strategy that doubles down on the 3 D’s (Digital, Delivery, and Drive-Thru). It strengthens its mobile apps and 25,000 drive-thru lanes worldwide, giving each customer easy access to its delicious burgers, chicken, and coffee globally. [5]

McDonald’s Core Values

McDonald’s core values define the brand and how it runs its business and restaurants. These values dictate the company’s big and small decisions. They proclaim the company’s commitment to its employees and customers. [6]

• Serve: We put our customers and people first. The chain will begin piloting the program, which offers personalized orders and deals across all digital touch points at select Phoenix, Arizona, restaurants before a nationwide launch next year. “Customers’ desire for convenience, speed, and ease will only grow, and we’re ready for that. We’re taking steps to accelerate our phenomenal drive-thru advantage,” Mason Smoot, McDonald’s senior vice president and CRO. [7]
• Inclusion: McDonald’s welcomes everyone and is taking steps to increase women and underrepresented groups in its senior leadership ranks. The company aims to increase minorities in leadership roles by 6% to at least 35% by 2025. It also seeks to add more women in its top ranks to at least 45% within five years. McDonald’s values inclusion and practices this core value across its operations globally. [8]
• Integrity: Whether it is environmental, racial, gender parity, or inclusion, McDonald’s always does the right thing. “Walk-the-walk” is ingrained in the company’s DNA. Tesla and speaks up for vulnerable people in society and acts with integrity. It offers “Speak Up” training to all its staff globally to ensure that everyone working under the Arches shows up to a safe, respectful, and inclusive workplace every day. “McDonald’s core values are anchored on the value of integrity – above all, we do the right thing. That includes speaking up and choosing to challenge accepted practices by advocating for women,” said Reginald Miller, Global Chief Diversity, Equity, & Inclusion Officer at McDonald’s. [9]
• Community: As a good neighbor, McDonald’s is committed to helping members of the community through several initiatives. The company acknowledges that the younger generation is making the world a better place. It offers HACER National Scholarship Program to help Hispanic students contribute to this transformation. In 2021, McDonald’s will award 30 HACER Scholarships worth $5,000 to $100,000 and give $1000 to thousands of Hispanic students. The company also offers several scholarships targeting different disadvantaged groups in the community. It is giving young people more opportunities to make a difference in their communities. [10]
• Family: McDonald’s cares about the well-being of children and families and firmly believes that “We get better together.” Since 1974, the company has helped Ronald McDonald House Charities (RMHC) to meet the urgent needs of families with sick children. In 2021, McDonald’s affirmed its commitment to stand by RMHC and ensure families always stay together and access the care and resources they need. To fulfill this core value, McDonald’s will donate two cents to RMHC for each Happy Meal sold from January to December 2021. [11]

References & more information

1. Maze, J. (2021, Jan. 28). McDonald’s ends a tough year on a strong note. Restaurant Business Online
2. Lock, S. (2021, Apr 8). Net income of McDonald’s 2005-2020. Statista
3. LaSane, A. (2020, Feb 3). I ate my way through McDonald’s entire menu. Insider
4. Plexure (2020, July 26). How McDonald’s Japan utilized technology to optimize the customer experience in-store. Plexure
5. McDonald’s Corp (2020, Nov 9). McDonald’s Announces New Growth Strategy. PRNewswire
6. Beckett, E. M. (2020, Nov 9). McDonald’s new loyalty program will optimize digital, drive-thru opportunities. Restaurant Dive
7. Lucas, A. (2021, Feb 18). McDonald’s sets targets to diversify its leadership seeks gender parity by 2030. CNBC
8. McDonald’s. Our Company. McDonald’s Corporate
9. Editorial Staff (2021, March 2). McDonald’s Global Chief DE&I Officer makes an IWD statement. Where Women Work
10. Editorial (2020, Dec 6). How to Win a McDonald’s Scholarship. My Scholly
11. RMHC (2021, Jan 1). Helping families stay close since 1974. McDonald’s Community
12. Image byPexelsfrom Pixabay