Steve Easterbrook

“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.”

“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.”

“We're allowing technology to take out the non-value-added manual elements of the McDonald's experience.”

“As a parent, I know how difficult it can be to encourage your kids to eat well.”

“The parents that we speak to, and the parents that are our customers, are very comfortable with the way that McDonald's fits into their lives.”

“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.”

“When you get things right, good things happen.”

“Whenever you want a radical shift, it rarely happens.”

“I think the greatest demand actually comes from within, not from outside.”

“Long-term sustaining growth is a minimum expectation for us.”

“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.”

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

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

“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.”

“Customers have access to information that gives them much more control over their lives.”

“We are putting the customer at the center of everything we do and are directing our resources towards those innovations and investments that will strengthen our ability to deliver a better McDonald's experience over time.”

“No one likes uncertainty.”

“There's a lot of businesses that are working hard, who are at the top of their games. Therefore, it's always going to be a market share fight.”

“The McJob tag is misleading, and demeaning to our staff and franchisees.”

“The average customer comes into McDonald's three to four times a month, and I'm absolutely convinced that can fit in very comfortably into a balanced diet.”