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" Me and my mate used to go across the park, jump on the Met line to get the Tube into Harrow. There was a sports shop we always used to go into, and there was a McDonald's. We used to go off with three or four quid in our pocket. That would cover our train fare, mooching around Harrow, and going to McDonald's. "

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" Ultimately, the bread and butter of McDonald's is delivering great service, great quality food, at affordable prices day in and day out. "

Steve Easterbrook

Quality

Great

Out

" Everyone likes a burger now and then, and that's absolutely fine. "

" Businesses increasingly have to differentiate themselves around their people, as much as their product, because thing are so replicable now. "

" Chicago is a wonderful, vibrant city with wonderful food cultures to it, wonderful talent downtown. "

" When you get things right, good things happen. "

" People come into McDonald's two to three times a month - to extrapolate that to the cause of obesity is a real stretch. "

" The McJob tag is misleading, and demeaning to our staff and franchisees. "

" We're allowing technology to take out the non-value-added manual elements of the McDonald's experience. "

" I've never met him, but I love the simplicity with which Warren Buffett describes good and bad businesses and how he makes his investment decisions. "

" Consumers, when they've only got a couple of quid left in their pockets, are choosy about how they want to spend it. "

" Bringing out service staff on to the dining floor does change the atmosphere. "

" We have to hire, retain, and develop the best staff. "

" Ordering should be the most enjoyable experience, but at McDonald's, it can be one of the most stressful points in time. "

" We can see what works in one part of the world and one market, and we can share that knowledge and expertise with markets that are facing challenges. "

Steve Easterbrook

Knowledge

See

" Whether that's in communications or marketing or strategy, you need people to come in with a fresh perspective. "

" I take it personally when people belittle our employees and misrepresent our record as an employer. "

" We are putting the customer at the center of everything we do and are directing our resources towards those innovations and investments that will strengthen our ability to deliver a better McDonald's experience over time. "

" The business cannot ignore what customers are saying when the message is clear: We're not on our game. "

" No one likes uncertainty. "

Steve Easterbrook

Uncertainty

Likes

" It makes me sad there is still some intellectual snobbery out there. "

Steve Easterbrook

Still

Intellectual

" If you don't want fries with your Happy Meal, you can switch it for a fruit bag or a portion of carrot sticks. I think that is the sign of a progressive business. "

" The average customer comes into McDonald's three to four times a month, and I'm absolutely convinced that can fit in very comfortably into a balanced diet. "

" Our customers, system, and shareholders are best served when we direct our focus and energy towards executing against these critical customer expectations. "

" I'm honest and fair, but I don't dispense false kindness. "