McDonald’s Mission Statement And Vision Statement Analysis 2023

McDonald’s Mission Statement and Core Values

McDonald’s Mission Statement: McDonald’s mission statement states, ” to be our customers’ favorite place and way to eat and drink.” The customer is the primary focus of this mission statement. To better reflect its significance to the customer, McDonald’s revised its mission statement.


McDonald's Mission Statement

Indeed, this emphasis is a clear indication of the company’s desire to not only satisfy but also exceed its customers’ expectations and requirements. These are the key aspects of the mission statement:

  1. Improved health. McDonald’s knows customers’ health depends on food. McDonald’s emphasizes food freshness to achieve this. To ensure freshness, the business offers “a hamburgers cooked on the day you purchase.” Quality is never uncooked.
  2. A place that customers love. After great food, client comfort is the primary focus. The eatery understands customers’ demand to stay current. Customers may want a quick meal while working. McDonald’s offers an inviting environment with amenities to meet these needs. McDonald’s is popular because of its various services, including free WiFi. The architecture and design are magnificent.
  3. Over-delivering expectations. McDonald’s is known worldwide for its food and service. However, its packages keep customers coming back. PlayPlaces and Parties entertain diners. McDonald’s offers more. McDonald’s exceeds customer expectations.


McDonald’s vision and mission statements show the determination of the company’s position within one of its industries with the highest competition, the fast-food service sector.

Because of the constantly changing business environment, McDonald’s has learned the art of tweaking these corporate statements to ensure that the company is aware of current developments within the industry.

As it does, it is also ensuring that the company adheres to important elements of its vision and mission statements, like the importance it attaches to its customer’s requirements and preferences and the leadership position that it is playing in the industry of food service.


Thanks to the utmost care in its strategy, McDonald’s has maintained its position at the top since its inception with the help of McDonald, Maurice, and Richard in 1955. The consistency of the results recorded by McDonald’s is directly related to the efficacy of its vision and mission declarations.

McDonald's Mission Statement And Vision Statement Analysis

The objective of a vision statement within an organization is to define a possible future that the company can pursue. In contrast, the mission statement describes the business actions that will help the firm realize its goal. McDonald’s is a firm that is well-versed in both concepts.


For instance, the vision statement is about the company’s potential within the global fast-food industry. In contrast, its mission statement describes the impact its strategy could have on the tastes and preferences of customers in this industry.

The impact of the vision statement and the mission is further enhanced by core beliefs that establish the standard for how the entire company conducts its business. When these forces are brought together, McDonald’s transforms into what it has become today: an unbeatable global fast-food giant.

Concept and Strategy 

McDonald’s is a business living in and breathes authenticity and traditional American fast food, including Burgers, Shakes, and French Fries. The difference in these concepts is where they’ve made most of their money.

However, their most tremendous success in the business world is buying real estate and building new restaurants within the property to increase their revenue. This method of securing properties and constructing new restaurants is one reason their empire is built on an established foundation.

It’s also one of the reasons that their restaurants are in over 30 countries. The idea behind them was to build a place where all people can dine and enjoy themselves and provide fast food that tastes great and is offered at a lower cost.

The idea was a hit, and the view was expanding worldwide. To this day, it is a huge success. Mcdonald’s is present within a five-mile radius of everywhere we travel.

We will look at the vision and mission statements that have helped make McDonald’s the most adored fast-food chain worldwide. We will also look at their core values to give us an understanding of the way employees work.

McDonald’s Mission Statement

McDonald’s mission statement is:

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

What’s the significance the McDonald’s Mission Statement?

McDonald’s mission statement outlines how the fast-food giant provides food and supports communities. It is composed of three major elements:

1.Delicious Food:

Breakfast to hamburgers and fries, dessert and chicken, and everything in between. McDonald’s offers something to all. McDonald’s does not cut corners on the quality of ingredients or the taste of the food it serves.

Regardless of one’s financial situation, McDonald’s serves delectable meals at affordable prices. Food critics tour its menu to discover its top dishes and the essence of what McDonald’s is about.

2. Create Feel-Good Experiences:

McDonald’s serves great food and creates memorable, enjoyable experiences and memories for its patrons worldwide. Every McDonald’s outlet enhances the customer experience by offering personalized services and products to meet customers’ requirements in the marketplace.

For instance, McDonald’s Japan has been engaged in digital-based activities for customers for more than 17 years to enhance and improve customer experiences in its stores and create more business.

In 2020, the firm introduced an update to its mobile app to improve customers’ experience in stores. ” Our consumers found it faster, more convenient, and reduced the stress and pressure that comes from standing in line at rush hour,” said Raphael Mazoyer, McDonald’s Japan Director for Digital Marketing.

3.Easy for Everyone:

While McDonald’s is the largest fast-food chain, it offers everyone a safe and fun atmosphere. The management approach of the company is hands-on and ensures uniform operations throughout all locations worldwide.

No matter if it’s located in America, the US, Europe, Africa, Asia, or Latin America, customers can go to any McDonald’s branch and enjoy the same level of service with the same quality, customer service, and warm character they have come to know and trust.

It creates restaurant concepts and layouts that optimize customer satisfaction and chooses the most convenient locations and times to ensure that easy access is available to all.

In November 2020, McDonald’s announced a new expansion strategy that doubles on the 3D’s (Digital Delivery, Delivery as well as Drive-Thru). It will also enhance its mobile applications, and the drive-thru has 25,000 lanes worldwide, providing every customer with easy access to its delicious chicken, burgers, and coffee worldwide.

Vision Statement

McDonald’s vision statement states, ” 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 highlights the potential for growth and the business’s growth trajectory.

It still reflects the business’s original goal, as previously described, to expand while slowly giving customers the best possible experience. However, the new statement is more precise. It outlines the following components:

  1. Move to drive growth. In this aspect, the company demonstrates its desire to grow into an important corporation. This is only achievable through the company taking a more strategic approach to expand and diversifying its activities. To help in this direction, McDonald’s has been venturing into new territories and preserving its branding to ensure that the company grows more profitable.
  2.  Better at serving customers. McDonald’s has always preferred the standard it offers. With its experts and employees, the company is always looking for innovative ways to improve its products and services. Additionally, the steady development of its marketing strategies and the integration of experts, in addition to the continuous improvement of education within the organization, enhances the potential for perfection. This is why the company set new standards in the food industry, making it the largest and leading company.
  3.  Around the world. This is a reference to the previous one since McDonald’s across the globe contributes to the company’s expansion and profits. Recently the company has demonstrated its determination to dominate the business through its constant opening of new locations all over the world.

McDonald’s Core Values

McDonald’s principal value-based principles define the company’s brand and how it conducts its restaurant and business. These values guide the company’s major and minor choices. They represent the firm’s dedication to its employees and customers.

  • Serve: Clientele first. Before launching the program nationwide next year, the business will test it in Phoenix, Arizona, eateries. “Customers want speed, convenience, and speed will only grow, and we’re ready.” Mason Smoot, McDonald’s CRO and senior vice-president, says they’re improving drive-thrus.
  • Inclusion: McDonald’s has a place for everyone and is working to boost the number of women and minorities in its management ranks. McDonald’s aims to boost minorities within the leadership role by 6%, to at minimum 35% by 2025. It is also looking to increase the number of women in its highest positions to at least 45 percent within five years. McDonald’s is committed to inclusion and has implemented this principle worldwide.
  • Integrity: McDonald’s always acts ethically on gender, environmental, equality, and inclusion issues. McDonald’s “walk the walk” is in their DNA. Tesla helps vulnerable people and respects the environment. Employees worldwide receive “Speak Up” training to create a secure, respectful, and inclusive workplace. McDonald’s emphasizes integrity. They prioritize morality. “Speaking up and challenging norms by advocating for women,” said McDonald’s Global Chief Diversity Equity and Inclusivity Officer Reginald Miller.


  • Community: McDonald’s is a good neighbor and supports neighborhood projects. McDonald’s recognizes youth’s positive impact. HACER National Scholarship Program helps Hispanic students change. McDonald’s will give thousands of Hispanic students $1000 and 30 $100,000 HACER Scholarships by 2021. Community-disadvantaged groups receive scholarships from the company. They enable youth to improve their communities.
  • Family: McDonald’s believes “We get better together.” The company has helped Ronald McDonald House Charities (RMHC) meet the urgent needs of families with sick children since 1974. McDonald’s pledged to support RMHC and ensuring families have access to resources and care in 2021. McDonald’s will donate two cents to RMHC for every Happy Meal from January to November 2021 to support this fundamental concept.

Improvement Recommendations for McDonald’s Corporate Vision & Corporate Mission

McDonald’s mission statement meets several requirements to create the most effective mission statement. For instance, the business has included the following:

  • Product quality (delicious).
  • A component of its business philosophy.
  • Self-concept (a source of positive emotions) in its corporate mission statement.

McDonald’s also provides information about its consumers (everyone). However, information about key business partners of the restaurant (employees and others), the product’s characteristics, and the type of its business operations need to be adequately covered.

While the corporate mission statement is in line with the vision of McDonald’s, McDonald’s can improve this corporate mission by incorporating more details regarding customers, stakeholders as well as business operations.

This suggestion simplifies applying its corporate vision statement within every aspect of the fast-food company and its licensed and franchised locations.

McDonald’s vision statement is solid in meeting the requirements for the ideal vision statement. McDonald’s corporate vision is precise short, concise, and focuses on the near future.

The future-oriented aspect of the company provides stability to the corporate vision statement, particularly about its use the future operations at the end of McDonald’s business.

In addition, the focus on transforming into a more effective business organization will make the corporation’s vision exciting, motivating, and inspiring, which will encourage employees to participate even more to enhance the company’s restaurant. These attributes are what makes McDonald’s Corporate Vision Statement a good fit.

But, an appropriate enhancement would be to include details about how McDonald’s can improve its performance more efficiently so that it can better guide the implementation of the company’s mission statement and also determine the future and current management strategies and methods used by the food and beverage company.


  • Abdullah, Z., Shahrina, Nordin, M., & Abdul Aziz, Y. (2013). Building a unique online corporate identity. Marketing Intelligence & Planning, 31(5), 451-471.
  • Boje, D., Driver, M., & Cai, Y. (2013). Fiction and humor in transforming McDonald’s narrative strategies. In Organizations and Popular Culture (pp. 144-157). Routledge.
  • Borodin, A., & Corwin, I. (2014). McDonald processes. Probability Theory and Related Fields, 158(1-2), 225-400.
  • Chun, R., & Davies, G. (2001). E-reputation: The role of mission and vision statements in positioning strategy. Journal of Brand Management, 8(4), 315-333.
  • Crawford, A. (2015). McDonald’s: A Case Study in Glocalization. Journal of Global Business Issues, 9(1), 11.
  • Emerson, L., & Prang, Y. (2016). Compensation and Benefits: Company-Provided Benefits at McDonald’s. Handbook of Human Resources Management, 939-950.
  • Frazier, E. (2013). Small business leadership and organizational culture, job satisfaction, and performance: Correlational research (Doctoral dissertation, University of Phoenix).
  • Ghosh, M., Ghosh, A., & Ghosh, M. (2016). Impact and Influence of Culture on Brands in Indian Market. IOSR Journal of Business and Management (IOSR-JBM), 18(7), 54-60.
  • Hu, W., & Xie, Y. (2013). Comparative Study of McDonald’s and Kentucky Fried Chicken (KFC) Development in China. Sanovia: Internal Business Administration.
  • Jay, R., & Paul, B. (2016). Mission and vision.
  • Kamal, R., Ashraf, M. Z., & Ali, A. (2014). McDonalds Pakistan: Food and Fun Together. Market Forces, 9(1).
  • Kane, G. C. (2016). How McDonald’s cooked up more transparency. MIT Sloan management review, 57(2).
  • Komańda, M. (2016). McDonald’s as a Cultural Brand in the Landscape of Attitudes of Polish Customers. Trends Economics and Management, 9(24), 33-43.
  • McDonald – About Us.

  • Mahajan, S. (2014). Competitive advantage through training and development in Mcdonald’s: a case study. International Journal of Management, IT and Engineering, 4(10), 403.
  • Martins, L. L., Rindova, V. P., & Greenbaum, B. E. (2015). Unlocking the hidden value of concepts: a cognitive approach to business model innovation. Strategic Entrepreneurship Journal, 9(1), 99-117.
  • Nandini, A. S. (2014). McDonald’s Success Story in India. Journal of Contemporary Research in Management, 9(3).
  • Nguyen, P. (2015). Are you prepared for international franchising? This is a presentation given at the International Franchise Summit in Kuala.
  • Pandey, P. (2014). Organizational culture-a root to prosperity. Management Insight, 10(1).
  • Ramya, N. (2014). Retailing Business Model–Franchising. Paripex Indian Journal of Research, 3.

Final Thoughts

As with many successful and large businesses, McDonald’s boasts clear, straightforward mission and vision declarations. McDonald’s has developed an impressive set of fundamental values. All employees must adhere to the core values throughout the day. This allows customers to know the services offered by the company and what it is about.

In contrast to other competitors, the mission statement of McDonald’s has been altered several times throughout its history. This is a sign that McDonald’s is continually changing its mission to stay up to date with changing trends and values of its customers.

This ability to change has allowed McDonald’s to keep its popularity throughout the years.


Q.1 Does McDonald’s have a vision statement?

ANS. McDonald’s Corporate Vision Statement

McDonald’s corporate mission will be ” 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 declaration is part of the growth strategy that the company announced in 2017.

Q.2 What are McDonald’s core brand values?

ANS. The main principles of their brand include cleanliness, quality, and high-quality value. Their core values are expressed in their retail outlets and the pricing of their products, and the employees. Thanks to their five Ps approach to implementation, they are gaining a lot of attention.

Q.3 What is McDonalds code ethics?

ANS. At McDonald’s, we take responsibility for ourselves accountable and operate to the highest standards of honesty, fairness, and honesty. We each hold ourselves responsible and collectively accountable. We are committed to the responsibilities that go into when we are effective leaders.

Q.4 What is Mcdonald’s social responsibility?

ANS. Our social responsibility is solemn. For instance, we’re constantly trying to find methods to reduce recycling, reuse, and recycling within our restaurants and across our entire business.

Q.5 What is McDonald’s promise?

ANS. We offer delicious food that makes people comfortable eating at conveniently located times and locations, as well as affordable prices. We also work hard to deliver the speed, flexibility, and individualization our customers demand.


Leave a Comment