Part of how we decide how we allocate our media is we have fairly sophisticated ways of measuring our return on marketing spend, which helps us best analyze the most effective way and medium in which to spend our marketing dollars.
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.
I take it personally when people belittle our employees and misrepresent our record as an employer.
Consumers, when they've only got a couple of quid left in their pockets, are choosy about how they want to spend it.
People come into McDonald's two to three times a month - to extrapolate that to the cause of obesity is a real stretch.
Ultimately, the bread and butter of McDonald's is delivering great service, great quality food, at affordable prices day in and day out.
Ultimately, we're in the service business. We will always have an important human element.
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.
When you're in a turnaround situation, you cannot incrementalize your way out of it.
I've never met him, but I love the simplicity with which Warren Buffett describes good and bad businesses and how he makes his investment decisions.
