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

We're allowing technology to take out the non-value-added manual elements of the McDonald's experience.

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.

Ultimately, the bread and butter of McDonald's is delivering great service, great quality food, at affordable prices day in and day out.

You cannot spend your way out of recession or borrow your way out of debt.

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