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McDonald’s Europe
Our Financials
Focusing on our customers and employees
continues to deliver strong results.
A Quick Snapshot
To know our numbers, it’s important to know who we are:
· Europe is the second largest geography for McDonald’s
· There are more than 6,600 restaurants in Europe
· More than 4,600 restaurants in Europe are franchised
· We serve over 12 million customers a day
· We employ around 335,000 people
· We have restaurants in 39 different European countries
· Our biggest markets are Germany, the UK and France
220
9.5
1,192
41.4
59
3.4
78
19.2
164
14.6
146
50.7
1,141
17.7
4
0
397
21.4
127
19.7
23
0
15
86.7
Percentage
17
47.1
1,349
19.9
16
100
83
8.4
100
48
78
41
383
19.6
15
0
68
16.2
231
24.7
4
0
225
64
39
59
82
20.7
61
91.8
7
0
28
0
7
0
4
0
The first European
restaurant opened
in the Netherlands
in 1971.
fast
fact
7
0
67
100
3
0
6
100
5
0
226
100

McDonald’s Europe
Our Food
We are dedicated to offering our customers
a wide variety of menu options that taste
good and which complement a balanced,
active lifestyle.
Empowering Our Customers
Our guests want to make their own choices, so our goal is to offer
options for everyone – no matter their circumstance. As a result, we
created our Balanced Lifestyles framework encompassing three distinct
areas: Menu Choice, Consumer Information and Physical Activity.
Offering More Menu Choices
By offering our customers a wide range of menu and nutrition options, it’s
easier for them to make responsible choices for themselves and their family.
In response to
our European
customers’ changing
lifestyles and fast eating habits, we
introduced Salads fact
Plus in 2004 to
provide lighter
options and more
variety.
Our Balanced
Lifestyles
framework mirrors fast the World Health
Organisation’s fact Global Strategy
on Diet, Physical
Activity and Health.

Delivering the Information
Since 1984, we’ve provided nutritional information in our European
restaurants on both leaflets and on the back of trayliners. But we know
we can do more to help our customers choose a balanced diet.
So after extensive research, in 2006 we launched the Nutrition Information
Initiative (NII) based on Guideline Daily Amounts (GDAs). The system
focuses on five elements our customers said are most important:
calories, protein, fat, carbohydrates and salt.
We use icon-based graphics on packaging, in-store materials, making
nutrition information fun, non-language dependent and intuitive. We have
also created a consumer website which provides additional information
on menu combinations, nutrition values and GDAs.
Promoting Physical Activity
A balanced, healthy lifestyle involves more than what you eat. It’s finding
the right balance between calories you consume and physical activity.
We encourage customers to build more movement in their lives through
both large-scale programmes and grassroots endeavours where we
collaborate with local sports and governments to support physical
activity – especially among children.
In today’s world, it’s difficult to know how to eat and live well.
Our Balanced Lifestyles framework is our way of providing our
customers with the information they need to make the right
decisions that fit their way of life.
Tested in over
100 countries
worldwide,
the Nutrition fast Information
Initiative features fact icons – making the
information nonlanguage
dependent
and intuitive.
Since 2002, our
sponsorship of the
Football Association’s
Coaching Programme
in the UK has created fast over 10,000 new
coaches giving more fact
than 500,000
children access to
1.6 million hours of
qualified coaching.
Our “Go Active”
programme in
Belgium, launched
in 2006 and developed
with teachers,
physical education fast specialists and the
Belgian Athletic fact Federation, has
encouraged more than
180,000 children at
over 950 schools to
exercise while they
play and learn.

McDonald’s Europe
Our People
We are committed to providing a workplace
where our employees feel valued.
Creating Job Satisfaction
We know a happy employee better serves the customer. So we created
a people plan with one very important objective: for our well-trained
crew to provide our customers with fast and friendly service.
To reach this goal and ensure employee satisfaction, we established
five People Principles with set standards related to hiring, pay, benefits,
development and communication. We then monitor these values through
our annual “People Promise” opinion survey.
And to provide further opportunities, in September 2006 we launched
McPassport – the most significant private sector initiative to promote
employee mobility. We designed the programme to help employees
move and work throughout the European union.
Over 225,000
employees from 27
European countries
are eligible for
McPassport.
fast
fact
We employ around
285,000 people in fast Europe, with over
98% of them fact working in
restaurants.
We’re one of the
biggest private fast sector employers
of under 24 year-
fact olds in Europe.

Delivering Attractive Pay and Rewards
We offer competitive salaries and benefits to those with similar
positions within our industry. To help us continue doing so, we review
benchmarking and regional salary surveys. And, after training, these
pay and rewards can rise significantly.
Providing Job Skills for Life
We help our employees to reach their fullest potential by giving them
the training they need to do their job.
In addition, we give training in other important areas such as:
· Teamwork
· Food Hygiene
· Communication
· Time Management.
Employees can apply these skills throughout their career – whether
or not they continue to work at McDonald’s as managers, operations
consultants or within the Franchise system as business owners.
We recognise that part of our future success depends on our
employees enjoying what they do. We take satisfaction in knowing
we offer real opportunities for personal growth and development
for all employees – full or part-time.
In the UK, we
average 24 training fast hours per crew
member per
fact year and 82 for
managers.
80% of crew and
80% of managers
in Europe felt that fast the restaurant
they worked for fact
developed and
promoted employees
(Source: 2007
Commitment
Index).
We develop
core training
programmes that fast countries enhance
and adapt to make
fact them relevant to
local languages,
cultures and issues.

McDonald’s Europe
Our Strategies
We are focused on three action plans that
address our customers’ expectations.
1. Upgrading the Customer & Employee Experience
Many people base their opinions on their own personal experiences.
To ensure their interaction with our brand is always a good one, we:
· Offer high quality, relevant food choices
· Provide friendly service
· Improve the ambience and decor
· Deliver value
To help us do this, we set clear standards and implement best practices
that strengthen our Supply Chain and Quality Assurance processes. We
also enhance our training capabilities so our employees can do the best
job possible. In addition, we continue to re-model restaurants and further
develop a four-tiered menu that offers something for everyone.
2. Building Brand Transparency
Both our customers and employees want to see how we do business.
So we demonstrate our social responsibility by enhancing employment
practices and improving employer image. In addition, we’ve created
many programmes that help support our mission to be open, honest
and accessible:
· Nutritional labelling gives customers the information they need to make
the right choices.
· Quality Scouts allows the public to review the brand and comment
publicly.
· Open Doors invites people to see what we’re all about.
And since 1999, we have developed our own Environmental
Management System (EMS). EMS not only aims to improve
environmental impacts but also ensures a level of performance in
all European countries while encouraging them to continually raise
standards. Representatives from each country network and meet
regularly to exchange ideas and news, and to share best practices
between them.
Our alliance with
Greenpeace brought
forth a two-year fast moratorium on
buying soya from
fact
newly deforested
land in the Amazon.
To date, 50% of our
restaurants within fast Europe have been
re-modelled and free fact Wif-Fi connections are
available in more than
4,000 restaurants in
Europe.
In 2006, we were
the first quick
service company to fast make a pan-European
commitment
fact to reduce the levels
of trans-fats in our
cooking oil to 2%.
When launched in
2005, we were the
first Quick Service fast Restaurant (QSR)
to use the new fact nutrition reference
values – the Guideline
Daily Amounts
(GDAs).

3. Preserving Local Relevance
We may be a global brand and icon, but retaining the characteristics and values
within each of our 40 individual countries is essential. We support this local
flexibility by:
· Engaging franchisees to connect with their communities
· Establishing the right tone of voice in our consumer communication
· Introducing local food promotions
These strategies help us to deliver relevant products and services to both
our customers and employees. They are at the heart of everything we do.
Introduced in 2001
and inspired by
traditional Greek
fast cuisine, Chef Ilias
Mamalakis created
the Greek Mac – a fact
burger with yoghurt
sauce, tomato slices,
lettuce and onion
wrapped in a pita.

McDonald’s Europe
Our Quality
We deliver food excellence by setting clear
standards and implementing best practices.
Establishing Standards
Not only do we work hard to keep our food quality high, we also are
constantly improving it by establishing standards for our suppliers to
uphold. So in 2001 we introduced McDonald’s Agricultural Assurance
Programme (MAAP).
MAAP is based on seven policies that determine the present and future
development of our supply chain:
· Environment
· Agricultural Practices
· Animal Welfare
· Animal Nutrition
· Animal Medication
· Transparency
· Genetics
We then translate these policies into 15 extremely detailed standards,
each with many sections, for all agricultural products.
And to provide us further guidance on animal welfare practices, we
established the industry’s first independent Animal Welfare Council in 2000.
MAAP is a pan-
European, internal
standards and
quality system fast for agricultural
products designed fact to provide us with
assurance on food
quality, safety and
sustainability.
The MAAP beef
cattle standard
contains 151
components.
fast
fact

Monitoring Every Stage
Our food safety measures are another way for us to ensure our
customers receive the very best. That’s why we created Hazard Analysis
Critical Control Points (HACCP) to observe each phase of our food
operations from raw material production to across-the-counter activities.
HACCP allows us to identify the critical food safety stages in processing.
Once these steps are identified, we establish controls for each activity.
Critical Food Safety Stage:
Cooking of Hamburger Patties
Established Control: Patties must
reach minimum temperature of 69
degrees after cooking
69º
In addition to requiring our franchisees to follow HACCP, both our
direct and indirect suppliers have HACCP systems in place.
We initiate programmes that deliver high quality and safe food
items. From farm to restaurant, the creation and implementation
of these practices make certain our customers receive the best
product possible – one menu item at a time.
Implemented with
our suppliers in the
1980s, rolled out
throughout our fast restaurants in the
1990s, and validated fact
by Lloyds Register
in 2003, HACCP is
recognized worldwide
as the best current
approach to food
safety.

Ronald McDonald
House Charities
Ronald McDonald House Charities (RMHC)
supports local programmes that help
children around the world.
Making a Difference
RMHC is a public charity with a mission to create, find and support
activities that directly improve the health and well-being of children. It is
their goal to help as many children as possible while giving back to the
community.
There are three core programmes within RMHC:
· Ronald McDonald House Programme offers a “home away from home”
for families with seriously ill children at nearby hospitals.
· Ronald McDonald Family Room Programme provides a place for
families to relax in the hospital.
· Ronald McDonald Care Mobile Programme brings medical, dental
and health education services directly to children.
Franchisees, McDonald’s employees, suppliers as well as many
individuals and other corporations support these programmes through
direct contributions, fundraisers and active involvement in their local
Chapters.
RMHC has a global
network of Chapters
in 50 countries and
regions.
fast
fact

Countries with RMHC Chapters
23
Ronald McDonald Family Rooms
44
Since 2002, McDonald’s restaurants in over 100 countries have
supported RMHC by taking part in World Children’s Day. This
annual restaurant event encourages employees, franchisees
and suppliers to raise money for children’s causes worldwide.
Supporting RMHC and World Children’s Day is a way for
McDonald’s not only to be involved in the community but also
to play an important role in the development of young people.
Ronald McDonald Houses
72
Ronald McDonald Care Mobile
01
Proceeds from
the fundraising
efforts of World
Children’s Day in
Europe directly fast benefit RMHC
Chapters, children’s fact hospitals, schools,
orphanages and
other non-profit
organizations on
a local level.

McDonald’s Europe
Our Restaurants
We are upgrading the customer experience
by enhancing restaurant ambience and décor.
Creating Visual Sensation
We want our customers to feel a sense of escape, relaxation and
pleasure while visiting McDonald’s. As a result, we’re re-modelling
our restaurants – focusing on the use of original forms and
materials to create quick service restaurants that are both
innovative and inviting.
Led by our European Restaurant Development & Design studio
(ERDDS), we have eight décor designs ranging from high-end
themes to more affordable options that are in harmony with local
requirements while best serving the customer’s needs.

Combined with geographic, demographic and economic factors,
along with eight design attributes that help the selection process,
these nine designs provide our system the flexibility it needs to best
match customer expectations with restaurant décor.
Our restaurants are often our customers’ first encounter with
our brand. As such, we want to ensure their experience is always
a good one. The team behind ERDDS, including engineers,
economists, accountants, purchasers and designers, works
together to create inspirational designs that are complimentary
to our customers’ lifestyles, more original and quite simply,
more McDonald’s.