McDonald’s mission statement and vision statement aim for business development in the global foodservice industry environment. The company’s vision and mission are factors in policy and strategic management for the fast-food restaurant chain’s continuous growth.
The corporate mission statement applies the purpose and related objectives of the restaurant business. In this case, McDonald’s mission statement establishes the company as an accessible and enjoyable foodservice destination.
On the other hand, the corporate vision statement sets the long-term aims of the fast-food business. Considering competitive rivalry, McDonald’s vision statement pushes the business organization to achieve growth and improvement.
Competition with fast-food firms, like Burger King, Wendy’s, and Subway, and McCafé competitors, like Starbucks, Tim Hortons, and Dunkin’, as well as smaller regional or local firms affect the likelihood of fulfilling goals based on McDonald’s mission and vision.
McDonald’s Purpose Statement
McDonald’s purpose is “to feed and foster communities.” This purpose statement indicates operations in the foodservice industry and social impact regarding community-related goals and objectives in implementing McDonald’s mission statement and vision statement.
McDonald’s mission statement relates to this business purpose by focusing on positive dining experiences for everybody. The mission emphasizes quality in providing food and beverage to consumers.
Similarly, this company purpose is expressed in McDonald’s vision statement in terms of strategic goals involving delicious food for the global market. The vision directs the business to provide food and beverage to more consumers around the world.
Achieving the aims based on this business purpose requires the fulfillment of the company’s mission and vision despite the tough competition characterized in the Five Forces analysis of McDonald’s.
McDonald’s Mission Statement
McDonald’s mission is “to make delicious feel-good moments easy for everyone.” This mission statement highlights customer satisfaction and service quality influencing consumers’ food and beverage purchase decisions. McDonald’s mission statement has the following main points:
- Delicious food and beverage
- Good experiences
- Accessibility
- Global market reach
In its mission statement, McDonald’s Corporation uses the word “delicious” to represent the desirability of its products, like fries and hamburger meals. This factor applies to recipes used for items on the company’s menu.
This point of the corporate mission statement emphasizes effective product development as a success factor in attracting diners to the company’s food and beverage products and in satisfying the business purpose statement.
The second point is based on the term “feel good moments” included in McDonald’s mission statement. This point emphasizes positive dining experiences that encourage customers to keep coming back to the company’s fast-food restaurants.
This mission statement’s third point focuses on the ease (accessibility, convenience, and affordability) of purchasing McDonald’s products. The ease factor contributes to consumers’ likelihood of buying the company’s foods and drinks.
McDonald’s operations management strategy and productivity affect how the business satisfies the ease criterion. For example, efficient layout design and process and capacity design enhance customers’ access to the company’s foodservice.
In the fourth point of this mission statement, “everyone” pertains to targeting the global foodservice market. This means that McDonald’s considers every person a target customer. The point relates to the emphasis on worldwide operations in the restaurant chain’s vision statement.
With the fourth point, the company’s mission statement requires support from marketing strategies and tactics to capture customers in the international fast-food market. This strategic support is observable in McDonald’s marketing mix (4P).
McDonald’s Vision Statement
McDonald’s vision 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.” The following are the main components of McDonald’s vision statement:
- Move with velocity to drive profitable growth
- Become an even better McDonald’s
- Serve more customers delicious food each day around the world
McDonald’s vision statement sets strategic goals for continuous improvement in the restaurant business organization. This vision also aligns with the company’s purpose in terms of “feeding” communities.
The first and third components of McDonald’s vision statement show business aims of growth and expansion. These strategic aims entail opening more restaurant locations and improving operational efficiency to optimize profit margins and profitability.
With the phrase “around the world” the company’s vision statement indicates that the fast-food business targets the global market. This factor is similar to the global market reach emphasized in McDonald’s mission statement.
McDonald’s generic competitive strategy and intensive growth strategies support the international growth and expansion objectives encompassed in this vision statement. These strategies determine competitiveness and the growth approaches for the restaurant chain.
The second component focuses on improving the restaurant business. However, McDonald’s vision statement does not state specific details about the type and characteristics of such an improvement.
Nonetheless, McDonald’s can implement comprehensive business improvements in line with its vision statement, such as in the areas of product development, marketing, franchising, and human resource development.
For this vision statement, the competitive advantages shown in the SWOT analysis of McDonald’s enable the growth and enhancement of the fast-food restaurant chain business and its multinational operations.
An Assessment of McDonald’s Mission
McDonald’s mission statement satisfies many of the conventional criteria for developing the best mission statements. For example, the company includes product quality (delicious) and part of its business philosophy and self-concept (a provider of feel-good moments) in its mission statement. McDonald’s also includes information about its target customers (everyone).
However, details about the restaurant business stakeholders (employees and others), product characteristics, and the nature of business operations are not satisfactorily included in McDonald’s mission statement.
Even though this mission statement agrees well with the vision statement and the purpose statement, McDonald’s can improve the mission statement by including such information about stakeholders, products, and business operations.
The inclusion of such additional information can provide additional guidance for the implementation of McDonald’s mission statement in all areas of the fast-food business organization and its network of franchised and licensed locations.
An Assessment of McDonald’s Vision
McDonald’s vision statement is strong in satisfying the conventional criteria for developing ideal vision statements. The foodservice company’s vision statement is clear, concise, focused on the future, and agrees with the business purpose.
Its future-oriented characteristic adds stability to this corporate vision statement, especially in terms of its applicability in the future operations and long-term strategic targets of McDonald’s business.
Also, the emphasis on becoming an even better business organization makes this vision statement challenging and inspiring to help motivate employees to further improve the restaurant company. These characteristics make McDonald’s vision statement satisfactory.
Still, a suitable improvement to McDonald’s vision statement would be to include information about how the company can make itself better. Such information can guide the application of this vision statement and the mission statement in the foodservice firm’s strategic management.
References
- Kayyali, M. (2026). Defining Mission and Vision: Setting a Strategic Course for Long-Term Success. In New Business Development Strategies for Achieving Sustainable Growth (pp. 1-28). IGI Global Scientific Publishing.
- McDonald’s Corporation – Form 10-K.
- McDonald’s Corporation – Values in Action.
- McDonald’s Corporation – Who We Are.
- Watson, A., Perrigot, R., & Dada, O. (2024). The effects of green brand image on brand loyalty: The case of mainstream fast-food brands. Business Strategy and the Environment, 33(2), 806-819.
- Yang, K. (2024). Golden Arches across cultures: Understanding McDonald’s global and local consumer behavior. Advances in Economics, Management and Political Sciences, 68, 85-91.