I.

Dick and Mac McDonald moved to California to seek opportunities they felt unavailable in New England.
Failing in the movie business, they subsequently proved successful in operating drive-in restaurants. In
1948 they took a risk by streamlining their operations and introducing their Speedee Service System
featuring 15 cent hamburgers. The restaurant’s success led the brothers to begin franchising their
concept—nine becoming operating restaurants. At the San Bernardino location, Dick and Mac McDonald
perfected their Speedee Service System featuring a limited menu including fifteen cent hamburgers,
shakes and fries. The brothers sold 14 franchises of which 10 became operating restaurants not including
their original location in San Bernardino.

A native Chicagoan, Ray Kroc left high school after his sophomore year to join the World War One Red
Cross Ambulance Corps. The war ended before his unit was sent overseas with Ray returning home to
earn a living as a musician and later selling paper cups. In 1939, he became the exclusive distributor of
the Multimixer (a milkshake mixing machine). He visited the McDonald brothers in 1954 which led to
him becoming their franchise agent. In 1955, Kroc opened the first McDonald’s east of the Mississippi
river.

Mission

McDonald's brand mission is to be our customers' favorite place and way to eat and drink. Our
worldwide operations are aligned around a global strategy called the Plan to Win, which center on an
exceptional customer experience – People, Products, Place, Price and Promotion. We are committed to
continuously improving our operations and enhancing our customers' experience.

Vision

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.

II.

Food Practices

McDonald’s preaches that they are “passionate about [their] food and take great care that what [they]
serve every day is safe, great quality, offers choice and is produced in a responsible way”. They source
food regarding three key areas:

1.Ethical Practices

2.Environmental Protection

3.Long-term Economic Viability

People and Community Practices

McDonald’s also focuses on bettering the lives of their employees and those in surrounding
communities. Incorporating more fruits and vegetables into their menu is one way of bettering the lives
of customers. It is important that they are offering more of a variety, especially for vegetarians or people
trying to improve their nutrition.

They also launched a new project called Youth Opportunity in 2018. This focuses on “a global goal to
reduce barriers to employment for two-million young people by 2025, through pre-employment job
readiness training, employment opportunities and workplace development programs”. Those who may
have trouble getting a start the working world, and these initiatives can be incredibly beneficial and help
to “bridge this opportunity gap” with increased training to improve skill development.

Ronald McDonald House Charities

The Ronald McDonald House Charity is one that, I believe, makes a huge positive impact on society. The
charity provides housing to families who have to travel in order to receive medical care for their child. A
lot of families do not have the money to pay for a hotel room for long-periods of time, especially with
medical bills, travel expenses, and other various costs. Having a place to stay, for free, close to the
hospital is a huge weight lifted off of the shoulders of families or guardians who are dealing with the
sickness of a child.

Ronald McDonald House Charities also provide rooms in hospitals for family members to get some rest,
take a break from the business of a hospital environment, or get a change of scenery. Any chance to get
some rest is greatly appreciated for those who are stressed or worried, especially in a hospital
environment.

Final Thoughts

Mcdonald’s is definitely improving its overall business strategy by incorporating all of these Corporate
Social Responsibility efforts into its practices. There are so many more initiatives than I touched upon,
and I think this says a lot about the values of McDonald’s as a company. I am sure that these efforts will
continue to evolve and grow, as shown by the addition of the Youth Opportunity programs that were
introduced just this year. I have a newfound respect for the company, and will keep watch for new efforts
that are introduced in the future.
III.

Corporate Governance Overview

McDonald's success is built on a foundation of personal and professional integrity. Hundreds of millions
of people around the world trust McDonald's. We earn that trust every day by serving safe food,
respecting our customers and employees and delivering outstanding Quality, Service, Cleanliness and
Value (QSC&V). We build on this trust by being ethical, truthful and dependable. In short, what Ray Kroc,
founder of McDonald's Corporation, said more than 50 years ago was right.

Board of Directors

McDonald’s Corporation’s Board of Directors is entrusted with the oversight of the Company’s business
affairs and assets.

The Board believes that good corporate governance is guided by ethical, truthful and dependable
leadership and is committed to continually improving its governance policies to ensure the integrity of
the McDonald's System for all stakeholders.

Governance Resources

The cornerstone of McDonald's success is a business model built on integrity. The Board of Directors has
long believed that good corporate governance, guided by ethical, truthful and dependable leadership is
critical to driving long-term success. In this section, learn more about McDonald’s Governance
Resources, including the Board of Directors, Governance Principles and Codes of Conduct.

Political Contributions

While McDonald’s does not generally make contributions to political parties, candidates or organizations,
public policy issues may arise that could impact the McDonald’s System. To address these needs, the
McDonald’s Corporation Board of Directors created the Public Policy & Strategy Committee to evaluate
potential contributions in a manner consistent with the Company’s core values. In this section, learn
more about McDonald’s Political Contribution Policy, Political Contributions, McDonald’s Trade
Association Memberships and McDonald’s PAC.

Impact Strategy & ESG Reporting

To manage our impact carefully and hold ourselves accountable across a range of environmental, social
and governance (ESG) issues, we have strategies, goals, and performance indicators that we report
against annually. Our Purpose & Impact Reporting Suite is designed to be a living reporting platform on
our website where people can see our progress and understand how we’re doing year over year. Learn
more about McDonald’s impact strategies, governance and stakeholder engagement and view our latest
ESG Reports and Performance.

https://corporate.mcdonalds.com/corpmcd/home.html