When you're in a turnaround situation, you cannot incrementalize your way out of it. — Steve Easterbrook Copy Share Image
The parents that we speak to, and the parents that are our customers, are very comfortable with the way that McDonald's fits… — Steve Easterbrook Copy Share Image
Part of how we decide how we allocate our media is we have fairly sophisticated ways of measuring our return on marketing… — Steve Easterbrook Copy Share Image
There's absolutely no doubt consumers have more choice than ever, and the standards of all that provide food have improved over time. — Steve Easterbrook Copy Share Image
Whether that's in communications or marketing or strategy, you need people to come in with a fresh perspective. — Steve Easterbrook Copy Share Image
When you're in a turnaround situation, you cannot incrementalize your way out of it. — Steve Easterbrook Copy Share Image
We're guided by consumer data, and it helps give us the confidence to invest where the consumer is going. — Steve Easterbrook Copy Share Image
Ordering should be the most enjoyable experience, but at McDonald's, it can be one of the most stressful points in time. — Steve Easterbrook Copy Share Image
Businesses increasingly have to differentiate themselves around their people, as much as their product, because thing are so replicable now. — Steve Easterbrook Copy Share Image
If you don't want fries with your Happy Meal, you can switch it for a fruit bag or a portion of carrot sticks. I… — Steve Easterbrook Copy Share Image
The McJob tag is misleading, and demeaning to our staff and franchisees. — Steve Easterbrook Copy Share Image
