Quotes from Steve Easterbrook

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.

Ultimately, we're in the service business. We will always have an important human element.

Moving our headquarters to Chicago is another significant step in our journey to build a better McDonald's. This world-class environment will continue to drive business momentum by getting us even closer to customers, encouraging innovation and ensuring great talent is excited about where they work.

China and Hong Kong represent an enormous growth opportunity for McDonald's.

The business cannot ignore what customers are saying when the message is clear: We're not on our game.

Businesses increasingly have to differentiate themselves around their people, as much as their product, because thing are so replicable now.

When you get an invitation to come back and be part of the team that will be the architect of the next generation of growth, when you get an opportunity in a business of the size and scope of McDonald's, that's incredibly attractive.

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

It makes me sad there is still some intellectual snobbery out there.

I'm honest and fair, but I don't dispense false kindness.

Me and my mate used to go across the park, jump on the Met line to get the Tube into Harrow. There was a sports shop we always used to go into, and there was a McDonald's. We used to go off with three or four quid in our pocket. That would cover our train fare, mooching around Harrow, and going to McDonald's.

When you're in a turnaround situation, you cannot incrementalize your way out of it.

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.

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.

My motivation at the moment is around knowing how it feels to turn a business around, and I can't wait to have that feeling again.

When we look at some of the greatest creative ideas we've come up with, they have originated literally from all corners of the world and have crossed all different types of media as well. So while there's still traditional TV, which is clearly a very compelling media, it's also cyber, mobile, outdoor.

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.

No one likes uncertainty.

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

Bringing out service staff on to the dining floor does change the atmosphere.

Everyone likes a burger now and then, and that's absolutely fine.

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.

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

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.