STEVE EASTERBROOK

As you get little pockets of success, then suddenly the light bulbs go on in everyone's head, and more leaders get more confident and make more, bigger decisions, and customers respond well, and it becomes a bit of a flywheel.

What I've looked to do is try and become a change agent for good, to create the behavioral changes, the cultural changes to really embrace urgency, adopt a higher tolerance to risk, and just encourage people to make decisions.

Many people have strong views on McDonald's.

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 think that is the sign of a progressive business.

The parents that we speak to, and the parents that are our customers, are very comfortable with the way that McDonald's fits into their lives.

Ordering should be the most enjoyable experience, but at McDonald's, it can be one of the most stressful points in time.

Whenever you want a radical shift, it rarely happens.

There's a lot of businesses that are working hard, who are at the top of their games. Therefore, it's always going to be a market share fight.

Part of how we decide how we allocate our media is we have fairly sophisticated ways of measuring our return on marketing spend, which helps us best analyze the most effective way and medium in which to spend our marketing dollars.

We are putting the customer at the center of everything we do and are directing our resources towards those innovations and investments that will strengthen our ability to deliver a better McDonald's experience over time.

We're guided by consumer data, and it helps give us the confidence to invest where the consumer is going.

Ordering food has not changed for 30 or 40 years.

No one likes uncertainty.

As a parent, I know how difficult it can be to encourage your kids to eat well.

The average customer comes into McDonald's three to four times a month, and I'm absolutely convinced that can fit in very comfortably into a balanced diet.

Ultimately, the bread and butter of McDonald's is delivering great service, great quality food, at affordable prices day in and day out.

There's absolutely no doubt consumers have more choice than ever, and the standards of all that provide food have improved over time.

When you expand a business as fast as McDonald's did, part of the strength you have is the process and the efficiency.

The consumer is going through a period around the world of uncertainty - whether geopolitical uncertainty, economic uncertainty - and that makes them a little nervous as well.

I've never met him, but I love the simplicity with which Warren Buffett describes good and bad businesses and how he makes his investment decisions.

I take it personally when people belittle our employees and misrepresent our record as an employer.

Whether that's in communications or marketing or strategy, you need people to come in with a fresh perspective.

It is customers that decide if we succeed.

We need to execute fewer things better.

We have to hire, retain, and develop the best staff.