B. F. Skinner Relevance 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.

We will continue to build on our momentum in this important area of the world...through improved communication of our product quality, brand relevance and commitment to balanced, active lifestyles.