B. F. Skinner Momentum Quotations

We will continue to build on our momentum in this important area of the world...through improved communication of our product quality, brand relevance and commitment to balanced, active lifestyles.

Our strategic initiatives and intense focus on the customer delivered another month of strong results. We posted positive comparable sales across all geographic segments for February and marked our 34th consecutive month of positive global comparable sales performance. Both achievements are a testament to the effectiveness and momentum of our Plan to Win.

In Europe, comparable sales rose 3.6% in August, due to strong performance in France and Germany partly offset by continued weakness in the United Kingdom, ... We will build on this encouraging business momentum with successful customer-focused plans across Europe.

He's only a freshman and for him to go out there and beat someone that had 40-something wins and only three losses that was a big momentum match for us. We were pleased with that.

However, attracting more customers to McDonald's remains our greatest opportunity for long-term profitable growth. Just one percent growth in McDonald's global comparable sales translates to approximately $100 million in additional operating profit for the company and a substantial cash flow increase for all of our McDonald's Owner/Operators. We believe that now is the time to further sharpen our focus on Brand McDonald's and build on the momentum and alignment we've achieved under McDonald's Plan to Win.