McDonalds 2004 Annual Report Download - page 15

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Connecting with customers
McDonald’s is connecting with customers around the world.
We’re providing new menu choices along with great values. Our
restaurants are more contemporary, and our service has improved.
We also are connecting with customers by letting them express
their individuality and their zest for life through our successful
“i’m lovin’ it” theme.
“i’m lovin’ it” is youthful, energetic, familiar, happy and modern—
no matter what your age.
Through “i’m lovin’ it,” customers express their individuality and
celebrate their commonalities. They describe what they love about
life and how McDonald’s fits into it. They tell us we are inclusive. . .
that they can be themselves with us . . . that they always feel com-
fortable and welcome at our restaurants.
13 MCD 2004