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Budget management

Accounting Analysis
For our accounting analysis we found the key accounting policies and related them to our identified key success factors. McDonalds most important factors include consolidation,financial statement estimates, revenue recognition, advertising costs, compensation from stocks,property and equipment, goodwill, long-lived assets, franchise revenues, and employee benefit plans. We determined that McDonalds has a large amount of flexibility in its accounting methods. Their depreciation methods and goodwill impairment practices are very important in their financial statements because the numbers are so substantial. McDonalds uses a standard accounting strategy that easily compares its financial statements with its competitors. When evaluating their quality of disclosure, we determined that the company does a great job of explaining the choices they make and their future estimates in the Letter to the Shareholders and the Management Discussion and Analysis. Their footnotes are also very easy to understand.There was nothing in our ratios that raised a red flag for us, as all the numbers convey clear patterns in the last five years. There was no reason to undo any accounting distortions because we did not find any skeptical information that was not explained in their disclosures.

Accounting Strategy
Based on our review we conclude that McDonalds corporation uses standard accounting policies in the industry. Wendys does not do a good job of explaining their policies but the YUM Corporation is easy to compare. Both of the companies report their revenues in the period that they are earned. The companies deal with franchising similarly as they both have a startup fee and collect additional fees based on sales performance. McDonalds financial statements will be comparable with other companies in this industry segment with similar accounting policies. In addition, these accounting policies are crucial for congruency and measuring profitability across the restaurant franchises and other branches of the firms, such as Boston Market and Chipotle Mexican grill domestically and internationally.

Sales Manipulation Diagnostics


2007 2008 2009 $15,406 5.33 18.01 0 0 137.92 2010 $17,140 5.24 23.34 0 0 132.46 2011 $19,065 4.88 25.57 0 0 129.25

Net Sales $4,243 $14,870 Cash from Sales 5.18 5.53 Accounts Receivable 17.88 16.86 Unearned Revenue 0 0 Warranty Liablilities 0 0 Inventory 143.43 140.95

Core Expense Manipulation Diagnostics


2000 2001 Declining Asset (Sales/Asset) 0.66 Changes in CFFO/OI 0.83 Changes in CFFO/NOA 1.66 Total Accruals/ Sales 0.05 Pension Expense/SG&A 1.69 2002 2003 2004 0.67 0.68 1.15 1.10 1.73 1.37 0.07 0.07 1.86 1.88

0.66 0.64 1.00 1.37 1.48 1.68 0.07 0.08 1.75 1.80

Increased volume vs. reduced costs


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In the early years the fast food wars were fought with heavy discounting arms where high volume compensated low margins. However, later on, when the commodity costs got higher and the minimum wage increased in the slow-growth environment, there was a demand for higher profits.McDonald's surrendered the strategy of sacrificing profits for market share by cutting prices to drive sales and volume. The company started raising menu prices across half its system. Later on, in this highly competitive market, McDonald s changed strategy, aimingat binding customers to apply more monopolistic price policies.The very low prices was replaced by product initiatives and promotion to attract customers and increase margins, and now, the margin of McDonald s belongs to the highest of the industry. Also, the competition is said to have changed the structure of profitability by eroding unit-level margins. Thereby it has become more difficult for restaurant managers to show growth in earnings and the impact of earnings growth from newly opened stores has decreased.For the

organization and distribution of tasks within the company, the high margin means that pushing volume is relatively more profitable for McDonald s than cutting costs.Volumes are best affected by decisions taken high up in McDonald's organizational structure, for example by division teams launching marketing campaigns or setting up new stores. However, even if cutting costs has not such a great relative significance to the overall profit, the impact of cutting costs is from negliable. This task is performed by unit manager as well as the maintenance of long-term relationships and image - areas which should be concentrated on by incentive policies.

Key Accounting Policies


As the largest company in the restaurant and food services industry, McDonalds Corporation has chosen to find its primary competitive advantage in the marketing and operational areas.As McDonalds continues to grow and improve as a company, it is committed to its key success factors of cost efficiency, product development, marketing, and promotions. By focusing on these factors McDonalds has derived its key accounting policies. The following is a summary of significant accounting policies identified by the managers of McDonalds. Consolidation: The consolidated financial statements include the accounts of the company and its subsidiaries. Estimates in Financial Statements: McDonalds uses accounting principles generally accepted in the U.S. which require management to make estimates and assumptions which could differ from actual results that affect the amounts reported in the financial statements. Revenue Recognition: The Companys revenues consist of sales by Companyoperated restaurants and fees from restaurants operated by franchisees. Sales byCompany-operated restaurants are recognized on a cash basis. Fees from franchised and affiliated restaurants include continuing rent and service fees,initial fees and royalties received from foreign affiliates and developmental licensees. Advertising Costs: Advertising costs included in costs of Companyoperated restaurants primarily consist of contributions to advertising cooperatives.Production costs for radio and television advertising are expensed when the commercials are initially aired. These production

costs as well as other marketing-related expenses are included in selling, general & administrative expenses. Stock-Based Compensation: The Company accounts for all stockbased compensation as prescribed by Accounting Principles Board Opinion No. 25. TheCompany discloses pro forma net income and net income per common share, as14provided by Statement of Financial Accounting Standards (SFAS) No. 123, as amended by SFAS No. 148, Accounting for Stock-Based Compensation. Property and Equipment: Property and equipment are stated at cost and are depreciated and amortized using the straight-line method. Building are given a useful life of up to 40 years and equipment three to 12 years. Goodwill: Goodwill represents the excess cost over the net tangible assets of acquired restaurant businesses. Long-Lived Assets: In accordance with SFAS No. 144, Accounting for theImpairment or Disposal of Long-Lived Assets, long-lived assets are reviewed for impairment annually in the fourth quarter and whenever events or changes incircumstances indicate that the carrying amount of an asset may not be recoverable. Franchise Revenues: Individual franchise arrangements include a lease and a license. Revenue comes from initial fees and rent and service fees that are based on sales. There are minimum rent payments if the franchise does not earn enoughin sales. Employee Benefit Plans: McDonalds Profit Sharing Plans for employees in the United States include profit sharing, 401 (k) and stock ownership benefits. All earnings can be invested in the common stock of McDonalds along with several other investment alternatives.

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