According to Strategic Management Insight, McDonald's mission is "to be our customers' favorite place and way to eat and drink." McDonald's operates a global strategy called "the Plan to Win," which centers on the relationship between its people, products, locations, prices and marketing. McDonald's strives for consistent operations improvement in order to strengthen its customers' involvement with its brand.
Barbara Farfan, a writer for About Retail Industry, explains that the common mission statement is more clearly defined by McDonald's values not appearing in the statement. In other words, customers are at the heart of its success; therefore, it runs an ethical business, support its communities, runs a profitable business and seeks constant improvement. Another important value is the belief that McDonald's business model balances the interests of all three groups involved, often referred to as a "three-legged stool" of owners, suppliers and company employees.
In 2013, Strategic Management Insight gave McDonald's 2.2 points out of 4.5 on a number of criteria during an evaluation of McDonald's mission statement. SMI found that McDonald's mission statement fell short regarding factors that pertain to its "reason for being," such as products and service, technology, interest in its public image and employee support. However, SMI concedes that McDonald's successfully fulfills its mission statement in terms of customer satisfaction.