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McDonald’s Balanced Scorecard
McDonald’s values itself in its customer service, people, business model, business ethics,
community and social responsibility, and constant evolution and innovation (McDonalds).
Since its beginning, McDonald’s has worked hard to differentiate itself and adjust to a
market that is continuously changing and becoming more fast-paced. McDonald’s
adaptation of a balanced scorecard will aid the company in evaluating the new suggested
strategies and go forth with implementation. By focusing on key areas of the scorecard,
McDonald’s can continue to improve and build on its vision and improve customer
satisfaction, employee satisfaction, internal business operations and ultimately its financial
position.
Customers
In the current years, fast-food restaurants have moved towards becoming more health
conscious. America’s move to raise a healthier generation of kids with the health initiative
“Let’s Move!" launched by Michelle Obama, the first lady, has challenged the fast-food
industry and has become a movement (Let's Move). Customer’s needs have changed and
they are now looking towards making healthier choices. McDonald’s has tried to rise
above with introduction of healthier menu items and a more active Ronald McDonald and
cutting out certain characters that promoted an unhealthy lifestyle of obesity (McDonalds).
McDonald’s offers new and existing customers different products and a whole different
experience that will set them apart from their competitors.
Employees
McDonald’s employs more than 1.8 million people worldwide – people that come in
constant contact with McDonald’s customers and differentiate McDonald’s from the
competition. The company’s success is dependent on developing, engagement, and
retention of its employees. In order to maximize the employee experience and increase the
