Weight

Introduce More Healthy Offerings AS TAS 3 ``` ``` 2 ``` ``` ``` 1 3 3 2 0.24 ``` ``` 0.14 ``` ``` ``` 0.05 0.09 0.05 0.1

Focus on Healthy Advertising AS TAS 4 ``` ``` 1 ``` ``` ``` 2 1 1 1 0.32 ``` ``` 0.07 ``` ``` ``` 0.1 0.03 0.02 0.05

Strengths S
Highly successful and recognized advertising. Strong employee training. Strong investor reputation. Strongest Brand Image. MCD recognized as a community oriented, socially responsible. Strong Global Presence Use pure ingredients and take food safety very seriously. Consistently solid financial performance. Strong innovation and product development. Large real estate portfolio. Economies of Scale. 0.08 0.02 0.06 0.07 0.01 0.08 0.04 0.05 0.03 0.02 0.05 0.1 0.04 0.08 0.07 0.02 0.05 0.04 0.03 0.06

Weaknesses W
Lowest customer satisfaction rating in the industry (69), even below IRS. High employee turnover in their restaurants. Assembly line approach makes it difficult and costly to adapt to changing trends. Core product line out of sync with trends toward healthier lifestyles. Sales demonstrate seasonal effects. 80% of restaurants are franchise owned. Over-saturation of real estate in the US. Struggles with fluctuations in operating and net profits. Foreign currency revenue and debt. 3 ``` 1 3 ``` ``` 3 ``` ``` ``` 2 ``` ``` 3 3 ``` ``` ``` ``` 3 3 3 ``` 3 ``` ``` ``` ``` 1 ``` 0.3 ``` 0.08 0.21 ``` ``` 0.12 ``` ``` ``` 0.12 ``` ``` 0.12 0.18 ``` ``` ``` ``` 0.09 0.21 0.12 ``` 0.21 ``` ``` ``` ``` 0.07 ``` 2 ``` 2 1 ``` ``` 1 ``` ``` ``` 1 ``` ``` 1 1 ``` ``` ``` ``` 1 2 2 ``` 2 ``` ``` ``` ``` 3 ``` 0.2 ``` 0.16 0.07 ``` ``` 0.04 ``` ``` ``` 0.06 ``` ``` 0.04 0.06 ``` ``` ``` ``` 0.03 0.14 0.08 ``` 0.14 ``` ``` ``` ``` 0.21 ```

Total

Opportunities O
Anticipated growth in Quick Service Restaurant industry. Low fat, low calorie, healthy hamburger Many restaurants have outdated appearance. Social change - innovation within healthier lifestyle foods. Increased beverage options. Breakfast not available at 25% of locations. Potential for joint ventures with retailers. Continued focus on corporate social responsibility, environmental sustainability. International expansion into emerging markets. Diversify portfolio.

1.00
0.06 0.07 0.06 0.04 0.06 0.06 0.03 0.02 0.06 0.03 0.07 0.04 0.06 0.07 0.06 0.03 0.04 0.04 0.07 0.03

Threats T
More health conscious customers. Vulnerable in older, established markets to upstarts Global economic recession causing consumers to spend less. Markets in US and EU are mature and saturated. Subway and YUM! Brands expanding into developing markets at a higher rate. Litigation Brand equity at risk. Contamination of the food supply could damage sales, reputation, etc. Intense price pressure from competitors. Negative public opinion campaigns:

Total

1.00

1.12

0.76