What are Mission Vision & Core Values of McDonald's Company?

McDonald's Bundle

Get Full Bundle:

	BCG	$15	$10
	5 FORCES	$15	$10
	CANVAS	$15	$10
	4P's MIX	$15	$10
	PESTLE	$15	$10
	SWOT	$15	$10

TOTAL:

ADD TO CART

What are the Mission, Vision, and Core Values of the Company?

Mission and vision statements are crucial strategic foundations for any business, articulating its purpose and aspirational future. They act as a compass, guiding strategic decisions and shaping corporate identity. The Company, a global leader in the quick-service restaurant industry, exemplifies the importance of these foundational statements.

With over 43,477 restaurants worldwide as of late 2024 and global systemwide sales exceeding $130 billion for the full year 2024, the Company's industry position is undeniable. Its mission, vision, and core values are deeply embedded in its operations, influencing everything from menu development and customer service to global expansion and sustainability initiatives, thereby defining its corporate identity and driving its continued success. Explore its strategic position further with McDonald's BCG Matrix.

The McDonald's mission statement emphasizes providing positive experiences through delicious food and beverages. This includes a focus on quality ingredients and a diverse menu, from breakfast items to burgers, fries, and chicken. The company aims for global accessibility and convenience, leveraging its extensive network of restaurants with convenient locations and operating hours. The core of its unique value proposition is creating 'feel-good moments,' which extends beyond just the food to encompass the entire dining experience, including efficient service, cleanliness, and affordability. This customer-centric approach is central to McDonald's company purpose.

Customer-Centric Focus

The mission prioritizes customer satisfaction, aiming to deliver positive experiences with every interaction.

Global Accessibility

McDonald's strives to make its offerings easily available worldwide, ensuring convenience for a diverse customer base.

Quality Food & Beverages

Emphasis is placed on providing delicious items made with quality ingredients across its extensive menu.

Feel-Good Moments

The mission extends beyond food to the overall dining experience, fostering positive emotions and satisfaction.

Operational Efficiency

The company focuses on fast, friendly service and clean environments to enhance the customer experience.

Affordability

Value-based pricing strategies ensure that delicious moments are accessible to a wide range of consumers.

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.' This vision guides McDonald's business goals, focusing on sustained expansion and enhanced customer service. It highlights a commitment to innovation and operational excellence, aiming to strengthen its global leadership in the quick-service restaurant industry. The company's strategic initiatives, such as digital transformation and menu innovation, are aligned with this forward-looking vision for the future.

The core values that define McDonald's include serving, integrity, inclusion, community, and family. These guiding principles shape the company's culture and operations. Serving emphasizes putting customers and people first, reflecting a dedication to exceptional service. Integrity underscores acting ethically and honestly in all business dealings. Inclusion promotes diversity and belonging within the workforce and customer base. Community highlights the company's commitment to positively impacting the neighborhoods it serves, as detailed in the Brief History of McDonald's. Family reinforces the importance of strong relationships and a supportive environment for employees and franchisees. These core values of integrity and respect are integral to McDonald's operations and brand identity.

For example, McDonald's prioritizes customer experience by optimizing restaurant designs and layouts for easy access and personalized services. McDonald's Japan has long-standing digital activities to enhance in-store experiences. Furthermore, the introduction of value-based pricing strategies, such as the $5 'value meal' promotions in the U.S. in May 2024, directly reflects the mission's emphasis on making 'delicious feel-good moments easy for everyone' by addressing price-conscious consumers. In 2024, McDonald's reported global comparable sales growth of 1.9%, demonstrating its ability to drive profitable growth. The company's digital sales, which include mobile ordering and delivery, accounted for over 40% of systemwide sales in its top six markets in 2023, totaling over $18 billion, showcasing its velocity in adapting to consumer preferences and enhancing customer experience.

McDonald's SWOT Analysis

• Complete SWOT Breakdown
• Fully Customizable
• Editable in Excel & Word
• Professional Formatting
• Investor-Ready Format

GET TEMPLATE ➔

This vision statement for McDonald's emphasizes rapid progress and continuous enhancement. It aims for global market leadership and improved customer satisfaction. The focus on 'velocity' highlights the company's commitment to adapting swiftly to market shifts and consumer demands. This vision is both realistic and ambitious, aligning with McDonald's position as the world's largest fast-food chain.

Global Expansion

McDonald's plans to open 10,000 new restaurants, reaching approximately 50,000 locations by the end of 2027.

Growth in 2025

For 2025, McDonald's projects opening 2,200 new stores globally, reinforcing its vision for profitable growth.

Focus on China

A significant portion of the 2025 expansion includes 1,000 new restaurants planned for China, highlighting strategic market focus.

Customer Satisfaction

The vision underscores serving 'more customers delicious food,' directly linking expansion to enhanced customer experience.

Market Leadership

McDonald's vision for the future aims to solidify its position as a global leader in the fast-food industry.

Strategic Velocity

The emphasis on 'velocity' reflects the company's commitment to agile operations and quick adaptation to market dynamics.

The 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.' This vision is distinctly future-oriented, emphasizing speed and continuous improvement. Its scope is global, with ambitions for market leadership and enhancing customer satisfaction worldwide. The phrase 'move with velocity' underscores the company's commitment to evolving quickly in response to changing market trends and customer needs. The vision appears realistic yet aspirational, given McDonald's current trajectory and market position as the world's largest fast-food chain. For instance, McDonald's plans to expand its global footprint by opening 10,000 new restaurants, aiming to reach approximately 50,000 restaurants by the end of 2027, which aligns with the 'profitable growth' and 'serving more customers' aspects of its vision. This expansion includes 2,200 new stores planned for 2025, with 1,000 in China alone, demonstrating a clear commitment to global reach and growth. Understanding McDonald's vision statement analysis provides insight into its strategic direction. For more details on the company's structure, refer to Owners & Shareholders of McDonald's.

McDonald's PESTLE Analysis

• Covers All 6 PESTLE Categories
• No Research Needed – Save Hours of Work
• Built by Experts, Trusted by Consultants
• Instant Download, Ready to Use
• 100% Editable, Fully Customizable

GET TEMPLATE ➔

The core values of McDonald's are fundamental to its global operations, shaping its approach to customers, employees, and communities. These principles guide the company's strategic decisions and daily actions, ensuring a consistent brand experience worldwide.

McDonald's officially lists five core values: Serve, Inclusion, Integrity, Community, and Family. These values underpin the company's commitment to quality, service, ethical conduct, and social responsibility.

Serve

This core value emphasizes putting customers and people first. It is reflected in product development through a focus on quality ingredients and diverse menu offerings, from breakfast to burgers, fries, and chicken, ensuring something for everyone.

Inclusion

This value highlights welcoming everyone and fostering a diverse environment. It is reflected in corporate culture through efforts to increase representation of women and underrepresented groups in senior leadership, aiming for a fun and safe environment for all customers.

Integrity

Integrity means doing the right thing, encompassing environmental, social, and governance (ESG) responsibilities. This includes responsible sourcing, such as aiming for 100% cage-free eggs for U.S. breakfast menus by the end of 2023 and a significant portion of beef from verified sustainable sources by 2025.

Community & Family

These values emphasize being good neighbors and caring for the well-being of children and families. Initiatives like Ronald McDonald House Charities, which committed $100 million over five years, exemplify this commitment, alongside efforts to reduce virgin fossil fuel-based plastics in Happy Meal toys by the end of 2025, with a 63.7% reduction achieved by the end of 2023.

These core values of McDonald's provide a framework for its global operations and strategic direction. To understand how these principles influence its market position, explore the Competitors Landscape of McDonald's and how its mission and vision influence the company's strategic decisions.

McDonald's Business Model Canvas

• Complete 9-Block Business Model Canvas
• Effortlessly Communicate Your Business Strategy
• Investor-Ready BMC Format
• 100% Editable and Customizable
• Clear and Structured Layout

GET TEMPLATE ➔

A company's mission and vision are foundational, guiding its strategic decisions and shaping its long-term trajectory. They provide a clear sense of purpose and direction, influencing everything from product development to market expansion.

McDonald's Mission, Vision, and Core Values

Understanding McDonald's mission, vision, and core values is key to grasping its business strategy and operational focus.

• McDonald's mission is to serve customers delicious food and beverages with outstanding quality, service, cleanliness, and value, thereby bringing to life the company's promise of quality, service, cleanliness, and value.
• McDonald's vision is to be the world's best employer and the best restaurant company, serving customers delicious food each day around the world, and driving profitable growth.
• McDonald's core values are centered around serving communities, including integrity, respect, and commitment to excellence.
• These guiding principles inform every aspect of the business, from menu innovation to global expansion.

Strategic Influence of Mission and Vision

McDonald's mission and vision directly influence its 'Accelerating the Arches' growth strategy, focusing on maximizing marketing, committing to the core, and doubling down on digital, delivery, drive-thru, and development.

Expansion and Affordability

The vision to serve more customers globally drives aggressive expansion plans, targeting 50,000 restaurants by the end of 2027 with an annual capital expenditure of approximately $2.5 billion. The mission to make delicious moments easy for everyone is reflected in value offerings like the $5 value meal, appealing to 73% of consumers who prioritize price.

Product Development and Market Reach

Product development, such as scaling McCrispy and deploying 'Best Burger' by 2026, aligns with improving core offerings. Market expansion includes opening 2,200 new stores in 2025, with a significant focus on China, underscoring the global reach of its vision.

Technological Partnerships

Partnerships, like the one with Google Cloud starting in 2024, are driven by the vision to enhance operations and customer experience through technology, supporting the 'Double Down on the 4Ds' strategy.

Measurable Impact

The alignment of strategy with mission and vision yields tangible results, with global systemwide sales exceeding $130 billion in 2024. Sales to loyalty members grew 30% year-over-year, reaching approximately $30 billion in 2024, with over 175 million active loyalty users.

Leadership Perspective

CEO Chris Kempczinski emphasized in February 2025 that 'Accelerating the Arches continues to be the right strategy as we focus on growing market share,' highlighting how the company's mission and vision drive innovation and market responsiveness.

These elements shape strategic decisions, driving growth and customer engagement. Discover core improvements to the company's mission and vision in the next chapter.

McDonald's Porter's Five Forces Analysis

• Covers All 5 Competitive Forces in Detail
• Structured for Consultants, Students, and Founders
• 100% Editable in Microsoft Word & Excel
• Instant Digital Download – Use Immediately
• Compatible with Mac & PC – Fully Unlocked

GET TEMPLATE ➔

Enhancing the mission and vision statements to explicitly incorporate sustainability and technological leadership can better align the company with evolving consumer expectations and market dynamics.

These adjustments would proactively address growing consumer demand for environmentally conscious practices and highlight the company's commitment to innovation in customer experience.

Integrate Sustainability into Core Mission

Refining the mission to include sustainability and health consciousness, such as 'To make delicious, responsibly sourced, and feel-good moments easy for everyone, fostering a healthier planet and communities,' would resonate with a growing segment of environmentally and health-conscious consumers.

Emphasize Technological Leadership in Vision

Augmenting the vision statement to explicitly mention technological leadership, like 'to move with velocity to drive profitable growth and become an even better, technologically advanced McDonald's, serving more customers delicious food each day around the world,' would underscore its forward-looking approach.

Incorporate Personalized Digital Experiences

Expanding the mission to include 'personalized digital experiences' would align more closely with the company's loyalty program growth, which targets 250 million 90-day active users by 2027.

Align with Circular Economy Principles

Continuing efforts in responsible sourcing and waste reduction, such as aiming for 100% recycled or renewable packaging by 2025, ensures guiding principles reflect a commitment to a circular economy and responsible consumption.

The McDonald's mission statement, often summarized as 'to serve the best food in the community every time and in every restaurant,' focuses on customer satisfaction and operational excellence. This is supported by their vision to be the customer's favorite place and way to eat and drink, emphasizing convenience and positive experiences. The company's core values typically include serving communities, developing great people, and being better together, guiding their operations and employee interactions. Understanding Revenue Streams & Business Model of McDonald's provides context for how these principles are put into practice.