3/15/2018 McDonald’s Vision Statement & Mission Statement Analysis - Panmore Institute

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BUSINESS, MANAGEMENT

McDonald’s Vision Statement & Mission

Statement Analysis
UPDATED FEB 5, 2017 | PAULINE MEYER

McDonald’s Corporation’s mission

statement and vision statement are
guides for the company’s leadership in
the global fast food restaurant industry.
Founded in 1940 and established as
McDonald’s Corporation in 1955, the
rm follows its mission statement to
design and develop its goods and
A McDonald’s in Santa Clara, California. McDonald’s vision services. On the other hand, McDonald’s
statement and mission statement are comprehensive,
follows its vision statement to continue
although some adjustments could improve their relevance.
(Photo: Public Domain)
its top position in the global fast food
restaurant market. With more than
36,000 locations worldwide, McDonald’s shows resilience and success through
innovation and aggressive marketing. McDonald’s success is an indicator of business
effectiveness in attaining the aims in its mission statement and vision statement.

McDonald’s mission statement guides the company’s strategies and strategic objectives for
developing business operations. McDonald’s vision statement guides the company’s overall
strategic direction toward its current leadership position in the global fast food restaurant
market.

McDonald’s Vision Statement

McDonald’s vision statement is as follows: “Our overall vision is for McDonald’s to become
a modern, progressive burger company delivering a contemporary customer experience.
Modern is about getting the brand to where we need to be today and progressive is about doing
what it takes to be the McDonald’s our customers will expect tomorrow. To realize this
commitment, we are focused on delivering great tasting, high-quality food to our customers
and providing a world-class experience that makes them feel welcome and valued.”
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McDonald’s vision statement covers a number of business aspects. The company implies
innovation to satisfy current market needs, as stated in the “contemporary customer
experience” component of the vision statement. Also, McDonald’s characterizes its
products in the “great-tasting, high-quality food” component of the vision statement. In
saying “modern, progressive” McDonald’s shows that its vision statement de nes the
kind of business approach it uses for organizational development. A strategic objective
linked to this vision statement is the innovation of McDonald’s goods and services to
match consumer preferences and expectations.

McDonald’s Mission Statement

McDonald’s mission statement is of cially stated as follows: “Our mission is to be our
customers’ favorite place and way to eat & drink. We’re dedicated to being a great place for our
people to work; to being a strong, positive presence in your community; and to delivering the
quality, service, cleanliness and value our customers have come to expect from the Golden
Arches – a symbol that’s trusted around the world.”

In its mission statement, McDonald’s includes details about its market position, as
shown in the “favorite place and way to eat & drink” component. Also, the human
resource management approach is highlighted in the “great place for our people to
work” component. In addition, McDonald’s mission statement covers its corporate social
responsibility position in the “positive presence in your community” part. The rest of the
mission statement indicates McDonald’s brand image and the character of its products.
A strategic objective based on this mission statement is global brand development to
strengthen the company’s ability to attract customers and investors. A related nancial
objective based on McDonald’s mission statement is cost minimization to optimize
value.

McDonald’s Mission & Vision Statements –

Recommendations
McDonald’s vision statement re ects the overall strategic direction of the company. The
different aspects of the business are covered and characterized in the vision statement.
Thus, McDonald’s comprehensively states what it wants to achieve, making the vision
statement satisfactory. A satisfactory vision statement helps unify the aims in the
different areas of the organization.

McDonald’s mission statement is also comprehensive. For instance, the aspects of

human resource management and corporate social responsibility are included in the
mission statement. However, a point of interest is the aspect of innovation. For example,
how does McDonald’s ensure that it addresses consumers’ expectations? Thus, it is
better to include innovation in the mission statement, as well. McDonald’s mission
statement can specify research-based or technology-based product innovation as a

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general approach to ensure customer satisfaction. Through this additional detail, the
mission statement could be more relevant to McDonald’s business condition, which
actually involves product innovation.

References

Bartkus, B., Glassman, M., & McAfee, B. (2006). Mission statement quality and
nancial performance. European Management Journal, 24(1), 86-94.
Long, C., & Vickers-Koch, M. (1994). Creating a vision statement that is shared and
works. The Journal for Quality and Participation, 17(3), 74.
Lucas, J. R. (1998). Anatomy of a vision statement. Management Review, 87(2), 22.
McDonald’s Corporation (2015). Company Information.
McDonald’s Corporation (2015). Company Pro le.
McDonald’s Corporation (2015). McDonald’s Career Information.
Mullane, J. V. (2002). The mission statement is a strategic tool: when used
properly. Management Decision, 40(5), 448-455.

TAGS:
CASE STUDY & CASE ANALYSIS, MCDONALD'S CORPORATION, RESTAURANT INDUSTRY, 
VISION AND MISSION STATEMENTS

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