B. F. Skinner Build Quotations

We will continue to build on our momentum in this important area of the world...through improved communication of our product quality, brand relevance and commitment to balanced, active lifestyles.

In Europe, comparable sales rose 3.6% in August, due to strong performance in France and Germany partly offset by continued weakness in the United Kingdom, ... We will build on this encouraging business momentum with successful customer-focused plans across Europe.

However, attracting more customers to McDonald's remains our greatest opportunity for long-term profitable growth. Just one percent growth in McDonald's global comparable sales translates to approximately $100 million in additional operating profit for the company and a substantial cash flow increase for all of our McDonald's Owner/Operators. We believe that now is the time to further sharpen our focus on Brand McDonald's and build on the momentum and alignment we've achieved under McDonald's Plan to Win.

Because I've been allowed to stay long enough, I think that's part of the reason that this has occurred, along with, obviously, having some very fine players who've worked their tails off to build this program and bring about stability in this program.