Feeding and fostering communities by making delicious feel-good moments easy for everyone.
Happiness, taste, togetherness, accessibility.
Warm, friendly, positive, familiar, American, global.
“I’m lovin’ it”
1. “New Crispy Chicken Sandwich” (2021, US)
2. “Interview | Breakfast” (UK, 2019)
3. “Mobile Order & Pay: Avoid The Line” (US, 2018)
4. “McCafé” (UK, 2017)
5. “Love/ Not Love” (US, 2016)
6. “Saver Menu” (UK, 2017)
Our mission is to make delicious feel-good moments easy for everyone.
This is how we uniquely feed and foster communities. We serve delicious food people feel good about eating, with convenient locations and hours and affordable prices, and by working hard to offer the speed, choice and personalization our customers expect. At our best, we don’t just serve food, we serve moments of feel-good, all with the lighthearted, unpretentious, welcoming, dependable personality consumers know and love.
The backbone of our Brand is, and always has been, a commitment to a set of core values that define who we are and how we run our business and restaurants.
When we live our values every day and use them to make decisions – big and small – we define McDonald’s as a brand our people, and the people we serve, can trust.
We put our customers and people first
We open our doors to everyone
We do the right thing
We are good neighbors
We get better together
Our values are the filter through which all business decisions are made because actions are bigger than words.”
McDonald’s owns the so-called Hamburger University, a training facility for its employees located in Chicago, Illinois.
1. Ad Age on McDonald’s new packaging
A.-C. Diaz, “See McDonald’s Playful New Packaging Design”, Ad Age, Feb 2021,
2. Campaign on McDonald’s new purpose
D. Bradley, “McDonald’s Refreshes ‘Intangible’ Brand Purpose”, The Campaign, Nov 2020,
3. Marketing Week on McDonald’s strategy
S. Vizard, “McDonald’s CEO: We Are Not Trying To Take The Brand Upmarket”, Marketing Week, Jul 2018,
4. Alistair Macrow, McDonald’s UK Chief Marketing and Communications Officer explains the company’s marketing strategy
S. Gwynn, “Alistair Macrow Brings Good Times To McDonald’s”, Campaign, Sep 2016,
http://www.mcdonalds.com/us/en/home.html, http://www.mcdonalds.co.uk/, http://www.aboutmcdonalds.com/, http://www.happymeal.com/, https://www.facebook.com/McDonaldsUK, https://www.facebook.com/McDonaldsUS, https://twitter.com/McDonalds, https://twitter.com/McDonaldsUK, https://twitter.com/mcdonaldseurope, https://twitter.com/mcdonaldsuknews, https://en.wikipedia.org/wiki/McDonald%27s, https://www.instagram.com/mcdonalds, https://uk.pinterest.com/mcdonalds/, http://mcdonalds.tumblr.com/, https://www.youtube.com/user/McDonaldsUS, https://www.youtube.com/user/McDonaldsUK, https://www.youtube.com/user/mcdonaldscorp, https://www.linkedin.com/company/mcdonald’s-corporation