When we look at some of the greatest creative ideas we've come up with, they have originated literally from all corners of the world and have crossed all different types of media as well. So while there's still traditional TV, which is clearly a very compelling media, it's also cyber, mobile, outdoor.

Steve Easterbrook

Categorized in : Look Ideas World Media

The improvements we made to our compensation and benefits package to employees in U.S.-company operated restaurants, along with expanding Archways to Opportunity . . . have resulted in lower crew turnover and higher customers satisfaction scores.

Steve Easterbrook

For 59 years we asked customers to fit around our business model: Here's our menu and here's the way you can interact with us... But peoples' desires are changing.

Steve Easterbrook

business

Ordering should be the most enjoyable experience, but at McDonald's, it can be one of the most stressful points in time.

Steve Easterbrook

mcdonald experience should time

Everyone likes a burger now and then, and that's absolutely fine.

Steve Easterbrook

burger everyone now fine

Whether that's in communications or marketing or strategy, you need people to come in with a fresh perspective.

Steve Easterbrook

need you perspective people

When you get things right, good things happen.

Steve Easterbrook

good you things-happen good-things

When you expand a business as fast as McDonald's did, part of the strength you have is the process and the efficiency.

Steve Easterbrook

you strength business process

What I've looked to do is try and become a change agent for good, to create the behavioral changes, the cultural changes to really embrace urgency, adopt a higher tolerance to risk, and just encourage people to make decisions.

Steve Easterbrook

good tolerance change people

Ordering food has not changed for 30 or 40 years.

Steve Easterbrook

ordering changed food years

People come into McDonald's two to three times a month - to extrapolate that to the cause of obesity is a real stretch.

Steve Easterbrook

obesity three real people

Businesses increasingly have to differentiate themselves around their people, as much as their product, because thing are so replicable now.

Steve Easterbrook

product because now people

The business cannot ignore what customers are saying when the message is clear: We're not on our game.

Steve Easterbrook

saying game ignore business

When you're in a turnaround situation, you cannot incrementalize your way out of it.

Steve Easterbrook

your you situation way

As you get little pockets of success, then suddenly the light bulbs go on in everyone's head, and more leaders get more confident and make more, bigger decisions, and customers respond well, and it becomes a bit of a flywheel.

Steve Easterbrook

confident you light success

We can see what works in one part of the world and one market, and we can share that knowledge and expertise with markets that are facing challenges.

Steve Easterbrook

see challenges world knowledge

It makes me sad there is still some intellectual snobbery out there.

Steve Easterbrook

some me sad intellectual

I'm honest and fair, but I don't dispense false kindness.

Steve Easterbrook

false fair honest kindness

We have to hire, retain, and develop the best staff.

Steve Easterbrook

hire develop best staff

Me and my mate used to go across the park, jump on the Met line to get the Tube into Harrow. There was a sports shop we always used to go into, and there was a McDonald's. We used to go off with three or four quid in our pocket. That would cover our train fare, mooching around Harrow, and going to McDonald's.

Steve Easterbrook

jump me three sports

Consumers, when they've only got a couple of quid left in their pockets, are choosy about how they want to spend it.

Steve Easterbrook

only how left want