B. F. Skinner Align Quotations

Strategic initiatives aligned behind McDonald?s Plan to Win are strengthening our competitive position and delivering positive results worldwide. Performance for the first quarter reflected more customer visits and enhanced profitability as we continued to connect with our customers and increase the relevance of our brand.

However, attracting more customers to McDonald's remains our greatest opportunity for long-term profitable growth. Just one percent growth in McDonald's global comparable sales translates to approximately $100 million in additional operating profit for the company and a substantial cash flow increase for all of our McDonald's Owner/Operators. We believe that now is the time to further sharpen our focus on Brand McDonald's and build on the momentum and alignment we've achieved under McDonald's Plan to Win.