com. 2010 Annual Report. PP. 12). The U.S. segment has also benefitted from a move to healthier options: salads, lower caloric meals, and reduced fat choices which have brought in new foot traffic to restaurants. In Europe the focus has been on Coffee and the McCafe line. Like the U.S., coffee has proven to be a profitable menu item despite considerable competition from Starbucks, Green Mountain, and Dunkin. McDonald's has "expanded the coffee business to 1,300 McCafe locations, which are separate areas inside the restaurant that serve specialty coffees, indulgent desserts and light snacks" (McDonald's.com. 2010 Annual Report. PP. 12).

The APMEA market represents a diverse offering:

A third Angus burger option in Australia and the extension of the Spicy

Wings line in China. Japan executing a successful Chicken Festival promotion featuring several products; and a dessert strategy introducing consumers to the McDonald's brand with products such as McFlurries and dessert kiosks in China, where McDonald's has become one of the largest retailers of ice cream" (McDonald's.com. 2010 Annual Report. PP. 12).

The organization has prospered with food and drink offerings as diverse as the populations they serve around the globe.

Conclusion

The McDonald's brand has grown across Asia, Europe, and North America as well as into Africa, and South America. The organization prides itself on delivering value as well as consistency to its 33,000 store presence. Yet under Skinner, the McDonald's name has recaptured the vibrancy of the establishment that Ray Kroc founded, and the juggernaut of growth that established it as a global leader. The "Five P's" have allowed the...

Whether it's McWraps in Europe, Angus Burgers in Australia, or McCafe specialty coffees and smoothies in the U.S., McDonald's is strategically enhancing the menu to appeal to more customers more often. (McDonald's.com. 2010 Annual Report. PP. 4)
References

Kowitt, B. (March 23, 2012). McDonald's CEO Skinner on Retirement: It's the Perfect

Time. CNN Fortune.com. PP. 1-2. Retrieved April 10, 2012 from http://management.fortune.cnn.com/2012/03/23/mcdonalds-ceo-skinner-retirement/

McDonald's.com. (2012). About McDonald's. McDonald's.com. Retrieved April 10,

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McDonald's.com. (2010). McDonald's 2010 Annual Report. McDonald's.com. PP. 1-52.

Retrieved April 10, 2012 from http://www.aboutmcdonalds.com/content/dam/AboutMcDonalds/Investors/C-%5Cfakepath%5Cinvestors-2010-annual-report.pdf

McDonald's.com. (2012). Full Menu. McDonald's.com. Retrieved April 10, 2012 from http://www.mcdonalds.com/us/en/full_menu_explorer.html

McDonald's.com. (2012). Mission and Values. McDonald's.com. Retrieved April 10,

2012 from http://www.aboutmcdonalds.com/mcd/our_company/mission_and_values.html

McDonald's.com. (2012). Our Story. McDonald's.com. Retrieved April 10, 2012 from http://www.mcdonalds.com/us/en/our_story.html