McDonald’s mission and vision statements exhibit the tenacity of the company in one of the most competitive industries, the fast-food service industry. Due to the ever-changing business landscape, McDonald’s has learned the art of tweaking these two corporate statements to ensure the business is always abreast of the current changes in the sector.
While doing so, the company maintains key elements in both its mission and vision statements such as the value it places on its customer’s needs and preferences together with the leadership role the business plays in the foodservice industry. Due to this meticulousness in its strategies, McDonald’s has managed to stay at the top ever since it was founded by the McDonald, Maurice, and Richard, in 1955. The consistency recorded by McDonald’s lies squarely on the applicability of its mission and vision statements.
The purpose of a vision statement in a company is to determine a realistic future for the firm to pursue, while the mission statement, on the other hand, provides the related business activities that would enable the company to achieve its vision. McDonald’s is a company that clearly understands the two concepts. For instance, its vision statement is all about the potential the company has within the global fast-food sector, while the mission statement identifies the influence its strategies can have on the preferences and choices of the customers within this industry.
The impact of both the mission and vision statement is complemented by the core values, which sets the standards of how the overall company runs its business. When all these forces come together, McDonald’s becomes what it is today, an unrivaled global fast-food company.
McDonald’s Mission Statement
McDonald’s mission statement is “to be our customers’ favorite place and way to eat and drink.” It is obvious the customer forms the main subject of this mission statement. McDonald’s has adjusted this mission statement to reflect on how important the customer is. In fact, this focus shows that the company looks to not only satisfy but also exceed the demands and needs of the clients. The following are the main components of this mission statement:
- Improving health. McDonald’s understands the sensitivity of food when it comes to the health of its customers. With this in mind, the company has adopted a strategy that prioritizes the freshness of the food served to its customers. That is why the policy of the company keeps changing to ‘burger cooked when you order’ to ensure nothing is left to chance where quality is concerned.
- Favorite place for customers. Creating the best and ambient environment for its customers is the first priority after top-notch food quality. For instance, the company cares about the need for customers to stay updated with the contemporary happenings. Or it could be that customers want a quick fix meal while keeping track of their business. To meet all these needs, McDonald’s provides an ambient environment with facilities that makes a customer feel the comfort of their office. For instance, the presence of Wi-Fi is one of the many aspects that makes McDonald’s a place where every customer wants to take their meal in, and this is just the tip of the iceberg. The organization and other structural and design elements are simply breathtaking.
- Exceeding expectations. McDonald’s is a company whose reputation is pegged on its high-quality foods and distinguished services in the global foodservice niche. However, the company does more than simply serve its customers with foods, it accompanies the meal with outstanding packages that keeps the customers longing to come back. For instance, PlayPlaces and Parties bring the customers fun whilst they enjoy their meals. Mind you, this is not all. McDonald’s has much more that shows just how far it exceeds the expectations of its customers.
McDonald’s vision statement is “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.” The statement reveals the growth potential and development trajectory of the company. It retains the previous purpose of the company stated in the latter vision stated which is to progressively grow while offering the customer the best experience. However, the current statement is much more specific. It has the outlined elements:
- Move to drive growth. In this element, the company shows its ambition to grow into a major corporation. Such a purpose can only be achieved by the company being more strategic while expanding and diversifying its operations. To advance this aspect, McDonald’s has been venturing into new areas while maintaining its business brand to ensure the company becomes more profitable.
- Better at serving customers. McDonald’s has never been contented with the quality it has. With its team of experts, the company is always on the lookout for new approaches to make its services a notch higher. Moreover, the gradual improvement of its marketing strategies and incorporation of experts in addition to progressive training in the company adds to the projected perfections. This desire has seen the company set standards in the food industry sector making it the biggest and a leader as well.
- Around the world. This component relates to the first one because the presence of McDonald’s in every global location adds to the growth and profitability of the company. Recently, the company has shown its persistence in conquering the industry through its progressive setting up of new joints across the globe.
McDonald’s core values comprise “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, and we strive continually to improve.” The core values create a perfect growth culture for the company.
Acknowledging the importance of the needs and preferences of the customers is highly valued at McDonald’s. The company also encourages respect for people, the brand of the company and a call to always operate in a justified manner. By weaving the needs of the communities with those of the business, McDonald’s has created an environment where all partners thrive.
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