McD’s Wants to Be ‘Better, Not Just Bigger’

NEW YORK Jim Skinner, the CEO of McDonald’s, said the company is not planning to undergo “large scale restructuring,” a response to “recent speculation,” in a letter released to the public Monday afternoon.

“We have no intention to undertake a large scale restructuring either through a McOpCo spin-off or a Real Estate Investment Trust (REIT),” wrote Skinner. “Neither would be in the best interests of our system or our shareholders. We will deliver value to our system and our shareholders by succeeding at being better, not just bigger.”

According to Skinner, “We just marked our tenth consecutive quarter of positive global comparable sales,” which led to “recent speculation in the media about the possibility of a major restructuring of our company.”

Wrote Skinner: “As a public company, we are continually looking for ways to enhance shareholder value . . . We will deliver value to our system and our shareholders by succeeding at being better, not just bigger. We will stay focused on the ‘Plan to Win,’ driven by operational excellence, leadership marketing and financial discipline. And, we will continue to recognize the contribution that our three-legged stool makes to our success.”

—Brandweek staff report