B. F. Skinner Plan 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.

That's what I expect from my sophomore post players. That was our plan from the beginning, and they needed to step up and score.

Strategic initiatives aligned behind McDonald?s Plan to Win are strengthening our competitive position and delivering positive results worldwide. Performance for the first quarter reflected more customer visits and enhanced profitability as we continued to connect with our customers and increase the relevance of our brand.

In the past it has been extremely difficult to plan a successful tennis season with a six month staff. The nine month position will allow us to be more prepared and run a better program.

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.