B. F. Skinner Focus Quotations

Our strategic initiatives and intense focus on the customer delivered another month of strong results. We posted positive comparable sales across all geographic segments for February and marked our 34th consecutive month of positive global comparable sales performance. Both achievements are a testament to the effectiveness and momentum of our Plan to Win.

I was really happy with focus we had coming in. Obviously, the result is nice, but I think it's a byproduct of that focus. We wanted this game bad.

What's nice is even the kids that didn't make it through get to concentrate on the team tournament. They can focus their energy on that. It's great having everyone in the wrestling room.

While we are continuing to invest in increased production to provide long term supply assurance to our customers, and to maintain our market position, we focus on economically robust projects which we believe can deliver sustained profitability in varying market conditions.

I've got a great appreciation for the focus they've brought. We didn't start off as well as we would've liked in the league. For us to be in the championship game after 0-3 ... it's a tremendous credit for all the guys on this club.

The focus is going to be on prevention, ... Let's don't wait for the problem to raise its ugly head. Let's make sure controls are in place to reduce the opportunity for any waste, fraud or mismanagement.

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.

The level of competition is fairly equal. I think there is a lot of credibility that goes with both tournaments. For us, the location is what the difference is, but now is the time where you just focus on what's going on on the floor.