McDonald's Corporation (MCD): Business Model Canvas [Jan-2025 Mise à jour]

McDonald's Corporation a transformé le paysage mondial de la restauration rapide grâce à un modèle commercial méticuleusement conçu qui mélange de manière transparente l'efficacité opérationnelle, l'innovation technologique et la franchise stratégique. En tirant parti d'une puissante combinaison de processus standardisés, d'infrastructures numériques et d'adaptations de marché localisées, McDonald's a créé un écosystème dynamique qui génère des milliards de revenus tout en offrant constamment des expériences de restauration rapides, abordables et familières à des millions dans le monde. Le canevas du modèle commercial de l'entreprise révèle une stratégie sophistiquée qui va bien au-delà de la simple vente de hamburgers, démontrant comment les partenariats stratégiques, les plates-formes numériques robustes et les approches centrées sur le client ont positionné McDonald's en tant que puissance mondiale de restauration rapide.

McDonald's Corporation (MCD) - Modèle d'entreprise: partenariats clés

Franchisés opérant le réseau mondial de restauration

En 2024, McDonald's exploite 40 275 restaurants dans le monde, 65% étant des emplacements franchisés. Les accords de franchise génèrent chaque année environ 11,8 milliards de dollars de revenus de franchise.

Région	Total des restaurants	Pourcentage de franchise
États-Unis	13,500	93%
Marchés internationaux	26,775	55%

Fournisseurs de produits alimentaires

Les principaux fournisseurs d'alimentation de McDonald's comprennent:

• Cargill: fournit 40% des produits de bœuf
• Tyson Foods: fournit 25% des fournitures de poulet
• Keystone Foods: fournit des produits de viande dans plusieurs régions

Fournisseur	Valeur de l'offre annuelle	Catégorie de produits
Cargot	2,3 milliards de dollars	Bœuf
Tyson Foods	1,7 milliard de dollars	Poulet

Partenaires technologiques

Les partenariats de plates-formes de commande numérique comprennent:

• Uber Eats: Partenariat de livraison dans 25 pays
• Doordash: partenaire de livraison exclusif aux États-Unis
• Google Cloud: support d'infrastructure technologique

Agences de marketing et de publicité

Partners marketing primaires:

• Groupe Omnicom: stratégie publicitaire mondiale
• WPP PLC: Services de marketing numérique
• Publicis Groupe: campagnes de marketing régional

Entreprises de développement immobilier et de gestion

La stratégie immobilière de McDonald's implique des partenariats avec:

• CBRE Group: Global Real Estate Management
• JLL (Jones Lang Lasalle): Sélection et développement du site

Partenaire immobilier	Valeur annuelle de la transaction immobilière	Services fournis
Groupe CBRE	750 millions de dollars	Gestion des propriétés mondiales
Jll	500 millions de dollars	Sélection du site

McDonald's Corporation (MCD) - Modèle d'entreprise: activités clés

Développement de produits alimentaires et innovation de menu

McDonald's investit 150 millions de dollars par an dans la recherche et le développement pour l'innovation de menu. En 2023, la société a introduit 17 nouveaux éléments de menu dans le monde.

Catégorie de produits	Budget d'innovation annuel	De nouveaux articles lancés
Innovations de menu mondial	150 millions de dollars	17 articles

Opérations du restaurant et standardisation des services

McDonald's exploite 40 275 restaurants dans le monde en 2023. La société maintient des normes opérationnelles strictes dans 119 pays.

• Nombre total de restaurants mondiaux: 40 275
• Pays d'opération: 119
• Personnel de restaurant moyen: 25-30 employés par emplacement

Marketing et publicité de marque mondiale

McDonald's a dépensé 1,62 milliard de dollars pour la publicité mondiale en 2023, ce qui représente 2,7% des revenus totaux.

Métrique marketing	Valeur 2023
Dépenses publicitaires mondiales	1,62 milliard de dollars
Pourcentage de revenus	2.7%

Gestion de la chaîne d'approvisionnement et logistique

McDonald's gère une chaîne d'approvisionnement mondiale complexe impliquant 13 centres de distribution primaires et 350 fournisseurs dans le monde.

• Centres de distribution: 13
• Fournisseurs mondiaux: 350
• Aliments quotidiens transformés: 68 millions

Technologie numérique et développement d'applications mobiles

L'application mobile McDonald's compte 40 millions d'utilisateurs mensuels actifs, générant 25% des ventes numériques en 2023.

Métrique de performance numérique	Valeur 2023
Application mobile utilisateurs actifs	40 millions
Contribution des ventes numériques	25%

McDonald's Corporation (MCD) - Modèle d'entreprise: Ressources clés

Forte reconnaissance mondiale de marque

Valeur de la marque McDonald's en 2023: 197,4 milliards de dollars. Classement mondial de marque: # 9 par Interbrand. 196 pays avec présence de restaurant. 40 275 restaurants totaux dans le monde en 2023.

Métrique de la marque	Valeur
Valeur mondiale de la marque	197,4 milliards de dollars
Nombre de restaurants mondiaux	40,275
Pays d'opération	196

Réseau de franchise étendu

Composition de franchise: 93% des restaurants mondiaux franchisés. Total des restaurants franchisés: 37 456. Revenus de franchise en 2022: 12,4 milliards de dollars.

• Pourcentage de franchise: 93%
• Restaurants franchisés totaux: 37 456
• Revenus de franchise: 12,4 milliards de dollars

Systèmes de préparation des aliments propriétaires

Investissement annuel de recherche et de développement alimentaire: 180 millions de dollars. 14 centres mondiaux d'innovation alimentaire. 3 000 scientifiques alimentaires et experts culinaires employés.

Métrique de R&D	Valeur
Investissement annuel de R&D	180 millions de dollars
Centres mondiaux d'innovation alimentaire	14
Scientifiques de l'alimentation / experts	3,000

Infrastructure de commande numérique avancée

Ventes numériques en 2022: 18,8 milliards de dollars. Téléchargements d'applications mobiles: 100 millions. La commande numérique représente 35% des ventes totales.

• Ventes numériques: 18,8 milliards de dollars
• Téléchargements d'applications mobiles: 100 millions
• Pourcentage de commande numérique: 35%

Réseau efficace de la chaîne d'approvisionnement mondiale

Investissement de la chaîne d'approvisionnement: 500 millions de dollars par an. 14 centres de distribution mondiaux. 4 000 relations avec les fournisseurs dans 50 pays.

Métrique de la chaîne d'approvisionnement	Valeur
Investissement annuel de la chaîne d'approvisionnement	500 millions de dollars
Centres de distribution mondiaux	14
Relations de fournisseurs mondiaux	4,000

McDonald's Corporation (MCD) - Modèle d'entreprise: propositions de valeur

Expérience de restauration rapide cohérente et abordable

Gamme de prix de repas moyenne: 5 $ - 8 $ par personne. Les articles du menu mondial au prix de 20 à 30% de moins que des alternatives de restaurant assis. Revenus trimestriels en 2023: 6,2 milliards de dollars.

Options de repas rapides et pratiques

Vitesse de service	Temps d'attente moyen
Drive-thru	180 secondes par commande
Contre-service	120 secondes par commande

Qualité standardisée dans les emplacements mondiaux

Les normes mondiales de sécurité alimentaire ont été mises en œuvre dans plus de 40 000 restaurants dans 119 pays. Les mesures de contrôle de la qualité maintenues à 99,5% de niveau de cohérence.

Environnement de restauration familial

• Aires de jeux dans 65% des emplacements mondiaux
• Ventes de repas pour enfants: 2,7 milliards de dollars par an
• Options de menu adapté aux enfants dans 95% des restaurants mondiaux

Adaptations de menu localisés

Région	Élément de menu unique	Pourcentage de ventes locales
Inde	McAloo Tikki Burger	22% des ventes de menu
Japon	Hamburger teriyaki	18% des ventes de menu
Moyen-Orient	Poulet McArabia	15% des ventes de menu

McDonald's Corporation (MCD) - Modèle d'entreprise: relations clients

Plates-formes de commande numérique en libre-service

Les plateformes de commande numérique de McDonald's ont traité 70% du total des transactions en 2023. Les ventes numériques de la société ont atteint 13,5 milliards de dollars en 2022, ce qui représente 35% des ventes totales à l'échelle du système.

Plate-forme numérique	Volume de transaction annuel	Base d'utilisateurs
Application mobile	3,8 milliards de transactions	36 millions d'utilisateurs actifs
Commande numérique du Drive-Thru	2,5 milliards de transactions	Intégré dans 95% des emplacements américains
Kiosques en libre-service	1,2 milliard de transactions	Déployé dans 38 000 restaurants

Programme de fidélité (récompenses McDonald)

Le programme de récompenses de McDonald's a été lancé en juillet 2021 avec 25 millions de membres d'ici décembre 2022.

• Taux de croissance des membres: 40% d'une année à l'autre
• Dépenses moyennes des membres: 7,25 $ par transaction
• Le programme de fidélité contribue 15% du total des ventes numériques

Expériences d'application mobile personnalisées

L'application mobile McDonald génère 4,2 milliards de dollars de revenus annuels avec 36 millions d'utilisateurs actifs mensuels.

Fonctionnalité d'application	Engagement des utilisateurs	Taux de personnalisation
Recommandations personnalisées	28% des utilisateurs d'applications	Précision de 82%
Offres basées sur la localisation	Taux de rachat de 22%	Pertinence à 95%

Normes de service client cohérentes

McDonald's maintient un temps de service moyen de 3,2 minutes en voiture en 2023.

• Score de satisfaction du client: 76 sur 100
• Amélioration de la vitesse de service: 12% depuis 2020
• Budget mondial de formation au service client: 180 millions de dollars par an

Engagement communautaire à travers des initiatives locales

McDonald's a investi 190 millions de dollars dans les programmes communautaires locaux en 2022.

Initiative communautaire	Investissement	Atteindre
Bourses locales	45 millions de dollars	12 000 étudiants
Programmes d'emploi pour les jeunes	65 millions de dollars	25 000 jeunes employés
Partenariats caritatifs locaux	80 millions de dollars	500 organisations locales

McDonald's Corporation (MCD) - Modèle d'entreprise: canaux

Emplacements de restaurants physiques

En 2023, McDonald's exploite 40 275 restaurants dans le monde, avec 13 590 emplacements aux États-Unis.

Région	Nombre de restaurants	Pourcentage de présence mondiale
États-Unis	13,590	33.7%
Marchés internationaux	26,685	66.3%

Application mobile

L'application mobile McDonald's compte 40 millions d'utilisateurs actifs aux États-Unis à partir de 2023.

• Statistiques de téléchargement d'application mobile: 120 millions de téléchargements à l'échelle mondiale
• Utilisateurs actifs mensuels moyens: 25 millions dans le monde

Plateformes de commande en ligne

Les ventes numériques représentent 35% du total des ventes aux États-Unis, s'élevant à environ 13,5 milliards de dollars en 2023.

Plate-forme	Pourcentage de commandes numériques
Application mobile	45%
Site web	30%
Plates-formes tierces	25%

Services au volant

Drive-Thru représente 70% du total des ventes de restaurants de McDonald's aux États-Unis.

• Temps de transaction moyen du service au volant: 180 secondes
• Volume de vente au volant: 9,45 milliards de dollars par an

Partenariats de livraison tiers

McDonald's s'associe à plusieurs plateformes de livraison, générant 4,2 milliards de dollars de ventes de livraison en 2023.

Partenaire de livraison	Part de marché
Uber mange	42%
Doordash	35%
Grubhub	23%

McDonald's Corporation (MCD) - Modèle d'entreprise: segments de clientèle

Enfants et familles

McDonald's cible les enfants et les familles ayant des stratégies spécifiques:

• Ventes de repas Happy: 2,7 milliards de dollars par an
• Environ 20% de la clientèle totale de McDonald
• Dépenses en famille moyen par visite: 22,50 $

Groupe d'âge	Pourcentage du segment de la clientèle	Dépenses moyennes
Enfants (0-12 ans)	12%	$8.75
Parents	8%	$33.25

Jeunes adultes et étudiants

Clé démographique pour le modèle de service rapide de McDonald's:

• Tranche d'âge: 18 à 34 ans
• Représente 35% de la clientèle mondiale de McDonald's
• Dépenses moyennes par visite: 12,40 $

Niveau d'éducation	Pourcentage de clientèle	Visiter la fréquence
Étudiants	22%	3-4 fois par mois
Jeunes professionnels	13%	2-3 fois par mois

Consommateurs soucieux du budget

Proposition de valeur de McDonald's pour les clients sensibles aux prix:

• Les éléments du menu en dollars génèrent 3,5 milliards de dollars par an
• Coût moyen des repas: 5,99 $
• 40% des clients priorisent le prix des choix alimentaires

Sessection de nourriture à service rapide

Ciblant les consommateurs économes en temps:

• Temps de commande moyen: 3,5 minutes
• Ventes à service à la place: 70% du total des revenus des restaurants
• Commandes d'applications mobiles: 25% des transactions numériques

Groupes démographiques spécifiques au marché local

Offres personnalisées par région:

Région	Segment de clientèle unique	Élément de menu spécialisé
Inde	Consommateurs végétariens	McAloo Tikki Burger
Moyen-Orient	Clients axés sur les halal	Poulet McArabia
Japon	Jeunes technologiques	Plateformes de commande numérique

McDonald's Corporation (MCD) - Modèle d'entreprise: Structure des coûts

Acharnement des ingrédients alimentaires

Coûts annuels de l'alimentation et d'emballage en 2022: 5,9 milliards de dollars

Catégorie d'ingrédient	Dépenses annuelles	Pourcentage de coûts alimentaires
Bœuf	1,8 milliard de dollars	30.5%
Volaille	1,2 milliard de dollars	20.3%
Conditionnement	850 millions de dollars	14.4%

Restaurant immobilier et entretien

Total des dépenses annuelles de biens immobiliers et d'occupation en 2022: 3,4 milliards de dollars

• Coût moyen d'entretien des restaurants: 175 000 $ par emplacement par an
• Nombre total de restaurants mondiaux: 40 275
• Valeur du portefeuille immobilier mondial: 22,3 milliards de dollars

Salaire et formation des employés

Total des coûts de main-d'œuvre en 2022: 4,7 milliards de dollars

Catégorie de coûts	Montant
Salaire horaire des employés	3,2 milliards de dollars
Salaires de gestion	980 millions de dollars
Formation et développement	520 millions de dollars

Dépenses de marketing et de publicité

Total des dépenses de marketing en 2022: 1,6 milliard de dollars

• Publicité numérique: 620 millions de dollars
• Publicité médiatique traditionnelle: 680 millions de dollars
• Campagnes promotionnelles: 300 millions de dollars

Investissements technologiques et infrastructures numériques

Total des dépenses technologiques en 2022: 1,1 milliard de dollars

Catégorie de technologie	Investissement
Développement d'applications mobiles	280 millions de dollars
Systèmes de commande numérique	420 millions de dollars
Cybersécurité	180 millions de dollars
Infrastructure cloud	220 millions de dollars

McDonald's Corporation (MCD) - Modèle d'entreprise: Strots de revenus

Ventes de restauration

Revenu mondial total pour 2023: 23,18 milliards de dollars

Région géographique	Contribution des revenus
États-Unis	8,31 milliards de dollars
Marchés internationaux	14,87 milliards de dollars

Frais de redevance de franchise

Revenu total de franchise en 2023: 5,86 milliards de dollars

• Les taux de redevance de franchise se situent entre 4% et 5% des ventes brutes
• Total des restaurants franchisés dans le monde: 41 515 emplacements

Accords de licence

Revenus de licence annuelle: 372 millions de dollars

Catégorie de licence	Revenu
Marchandise de marque	189 millions de dollars
Licence internationale de marque	183 millions de dollars

Frais de transaction de plate-forme numérique

Ventes numériques en 2023: 6,35 milliards de dollars

• Transactions d'applications mobiles: 2,84 milliards de dollars
• Frais de plate-forme de livraison en ligne: 3,51 milliards de dollars

Revenu de location immobilière

Revenu total de location immobilière en 2023: 2,19 milliards de dollars

Type de propriété	Revenus de location
Location de localisation franchisée	1,62 milliard de dollars
Location de localisation appartenant à des entreprises	570 millions de dollars

McDonald's Corporation (MCD) - Canvas Business Model: Value Propositions

McDonald's Corporation delivers value through a combination of global scale, digital integration, and focused affordability initiatives.

The core value proposition centers on providing meals that are fast, affordable, and consistent across its vast international footprint. In the third quarter of 2025, Global comparable sales increased by 3.6%, demonstrating this consistency across segments. Global Systemwide sales for that quarter alone exceeded $36 billion.

Segment performance in Q3 2025 illustrates the global reach and varied success:

Region	Q3 2025 Comparable Sales
U.S.	2.4%
International Operated Markets	4.3%
International Developmental Licensed Markets	4.7%

This performance underpins the promise of a reliable experience, whether you are in Chicago or in a Developmental Licensed Market.

Value-focused offerings like the 2025 McValue platform are a direct response to cost-conscious diners. The platform, which launched in early 2025, is designed to provide broad value access, supplementing digital offers. The components of this platform include:

• The extended $5 value meal choice.
• A new Buy One, Add One for $1 offer.
• Items for the $1 add-on include the Double Cheeseburger, McChicken sandwich, or 6-pc. Chicken McNuggets.

Management noted that the McValue platform is performing with take rates aligned to expectations. The company is focused on strengthening these value platforms to drive market share growth in 2025.

Personalized offers through the loyalty program drive deeper engagement and recurring business. As of the third quarter of 2025, the U.S. program boasts approximately 45 million 90-day active users. Across 60 loyalty markets, Systemwide sales to loyalty members reached over $9 billion in Q3 2025, contributing to approximately $34 billion for the trailing twelve-month period. The company has a stated goal of reaching 250 million 90-day active users by the end of 2027.

Extreme convenience via Drive Thru, Delivery, and Digital (3 D's) is a critical enabler of the value proposition. The digital ecosystem is scaling at speed. While specific 2025 digital penetration is not reported, digital sales contributed 35% of global sales in 2023. In the United States, drive-throughs account for 70 percent of sales. Delivery, supported by partnerships, accounted for up to 3% of all business as of 2019.

The familiarity and trust from a globally recognized brand is supported by its sheer scale. McDonald's Corporation is operating over 41,000+ restaurants in 2025. The brand serves over 65 million customers daily across more than 100 countries. The company is actively pursuing its fastest period of growth, targeting 50,000 stores by 2027.

Finance: draft 13-week cash view by Friday.

McDonald's Corporation (MCD) - Canvas Business Model: Customer Relationships

You're looking at how McDonald's Corporation keeps customers coming back, which is heavily weighted toward digital interaction as of late 2025. The relationship is built on speed, personalization, and high-volume transactions.

Automated self-service via mobile app and in-store kiosks

The push for digital convenience is clear in the numbers. Digital channels, which include app orders, kiosks, and delivery, accounted for 40% of total U.S. sales back in 2023, and that trend has only accelerated through 2025.

The McDonald's mobile app is a leading platform in the industry. As of October 2025, an estimated 45,000 people were downloading the app daily, outperforming industry peers in app downloads. For context on the platform's maturity, the app on the Apple App Store shows 6.9 million Ratings with a 4.8 score as of December 2025.

The company is actively scaling in-store technology, planning to expand the U.S. pilot of the Ready On Arrival system across its top six markets by the end of 2025.

Personalized engagement through MyMcDonald's Rewards

The MyMcDonald's Rewards program is central to driving repeat business. The goal is aggressive: grow from 150 million to 250 million 90-day active users by the end of 2027. As of the second quarter of 2025, McDonald's reported 185 million 90-day active users in the program.

The financial impact is substantial. Systemwide sales attributed to loyalty members reached approximately $33 billion over the trailing twelve-month period ending in Q2 2025, with the second quarter alone contributing about $9 billion.

Here's a quick look at the loyalty program's scale and targets:

Metric	Value	Context/Target
Active 90-Day Users (Q2 2025)	185 million	Goal is 250 million by end of 2027
Systemwide Loyalty Sales (TTM Q2 2025)	Approx. $33 billion	Goal is $45 billion by end of 2027
Loyalty Sales Growth (2024 YoY)	30% increase	From $30 billion in 2024 sales

High-frequency, transactional relationship for quick service

The data clearly shows that membership translates directly into more visits. This is the core of the frequency-led growth strategy.

The difference in visit cadence is stark:

• Non-loyalty U.S. customers visit McDonald's an average of 10.5 times annually.
• MyMcDonald's Rewards members visit an average of 26 times annually.

In the U.S. market specifically, roughly one-fourth of consumers are currently enrolled in the loyalty program, representing a major opportunity for further frequency capture.

Community-focused initiatives (e.g., Ronald McDonald House Charities)

The relationship extends beyond the transaction to community support, primarily through Ronald McDonald House Charities (RMHC). This builds brand affinity and trust.

For the Ronald McDonald House Global entity (EIN: 36-2934689), the 2024 financial snapshot shows:

• Operating Revenues: $144M
• Operating Expenses: $116M
• Total Assets: $303M

The efficiency of the charity is often highlighted; based on 2024 990 Financials, 86 cents of every dollar spent by Ronald McDonald House Global supports its programs around the world. Globally, RMHC provided 2.8 million overnight stays for families.

For a localized example, Ronald McDonald House Charities of Western Washington & Alaska reported $6,976,205 in Operating Revenues for FY 24.

McDonald's Corporation (MCD) - Canvas Business Model: Channels

You're looking at how McDonald's Corporation gets its food and experience into the hands of its customers. It's a multi-pronged approach, heavily leaning on physical presence but increasingly driven by digital integration. The sheer scale of the physical footprint is the foundation, but the digital channels are where the near-term growth acceleration is happening.

The core channel remains the physical restaurant. As of December 16, 2024, McDonald's Corporation operated more than 41,275 locations worldwide, pushing toward a goal of 50,000 by the end of 2027. The vast majority of these are franchised; for instance, in the United States, over 95% of locations are franchised. This asset-light model allows for rapid expansion, like the planned opening of over 1,500 locations globally by the end of 2025. The drive-thru remains a critical component of this physical network; at the end of 2023, the company reported having 27,000 locations globally equipped with drive-thrus. That channel is definitely still king for many transactions.

Here's a quick snapshot of the scale across the primary access points as of the latest reported figures:

Channel Component	Key Metric/Value	Context/Date
Total Global Restaurants	41,275+	As of December 16, 2024
Target Global Restaurants	50,000	Goal for end of 2027
Drive-Thru Locations	27,000	As of end of 2023
US Company-Operated vs. Franchised	>95% Franchised (US)	US Market Structure
Loyalty Program (90-day Active Users)	185 million	Q2 2025
Annualized Loyalty Sales	$33 billion	Trailing Twelve Months as of Q2 2025

The MyMcDonald's mobile app is central to the current strategy, driving frequency and personalization. The loyalty program, MyMcDonald's Rewards, is showing tangible results in customer behavior. For U.S. customers enrolled in the program, the average visit frequency jumps to 26 visits per year, significantly higher than the 10.5 times per year for non-loyalty customers. The company is aggressively pursuing growth here, aiming for 250 million 90-day active users by the end of 2027, having already reached 185 million in the second quarter of 2025. Systemwide loyalty sales hit approximately $9 billion in Q2 2025 alone. This digital ecosystem is a major revenue contributor; the TTM loyalty sales reached $33 billion as of that same quarter.

Third-party delivery services, like Uber Eats and DoorDash, are another established channel, though McDonald's Corporation is clearly pushing users toward its own app for delivery fulfillment. The growth in delivery has been substantial; global delivery sales grew from just $1 billion in 2017 to over $16 billion. The company is working to capture more of that delivery volume directly, predicting that 30% of its deliveries will originate from the MyMcDonald's app by 2027. Inside the physical restaurants, self-order kiosks are integrated into the digital channel strategy, helping to streamline in-store ordering and pickup, which supports the overall focus on convenience and speed.

Digital engagement, in general, is a major growth driver for McDonald's Corporation in 2025, with U.S. comparable sales growth in Q2 2025 being led by strong digital performance. That's where the future convenience is being built.

McDonald's Corporation (MCD) - Canvas Business Model: Customer Segments

You're looking at the core groups McDonald's Corporation is serving right now, late in 2025. It's a massive, diverse base, but the focus is clearly on specific value and convenience drivers.

Broad global audience, including families with children

McDonald's Corporation maintains a broad appeal across over 100 countries, serving over 70 million people daily. Families with children remain a cornerstone, evidenced by the sheer volume of Happy Meals sold. The company gives away around 1.5 billion toys yearly with these meals, and 1 out of 5 items sold includes a Happy Meal with a toy. This segment is targeted through family-friendly environments and promotions.

Here's a quick look at the age breakdown driving sales, based on recent data:

Age Group	Percentage of Sales (2024-2025 Estimate)
Adults aged 35-54	30%
Teens (13-17)	20%
Young Adults (18-34)	20%
Children under 12	20%
Seniors (55+)	10%

Value-conscious and middle-income consumers

The appeal to value-conscious customers is a major strategic focus in 2025, especially given inflationary pressures. McDonald's Corporation continues to attract customers across various income brackets, but it has more low- and middle-income diners compared to some competitors. To combat menu inflation, which has been around 40% since 2019, the company rolled out aggressive value initiatives. For example, in January 2025, the U.S. unveiled the new McValue menu. This included options like the $5 Meal Deal and a Buy One, Add One for $1 option. This focus resonates, as 39% of households earning $20,000 annually report eating at the restaurant once weekly.

Time-sensitive commuters seeking speed and convenience

Speed and convenience are functional benefits McDonald's Corporation addresses directly. While specific commuter sales figures aren't public, the emphasis on drive-thru and digital ordering speaks to this group. The company's global systemwide sales growth in Q2 2025 was 8% (or 6% in constant currency), supported by menu innovation and promotional campaigns that cater to quick transactions. The focus on efficiency helps capture those on the go.

Digital-first users, particularly the 18-34 age demographic

Digital engagement is a significant growth driver, building on successful technology investments. Systemwide loyalty sales reached approximately $33 billion over the trailing twelve months ending in Q2 2025, with $9 billion generated in that quarter alone across 60 loyalty markets. The digital platform is estimated to have 185 million users, driving $33 billion in annual sales. The younger demographic is heavily represented here. For digital service users, the breakdown shows strong adoption:

• 18-24 year olds: 26.90% of digital service users.
• 25-34 year olds: 28.96% of digital service users.

This means the 18-34 age bracket accounts for over 55% of the digital customer base. Finance: draft 13-week cash view by Friday.

McDonald's Corporation (MCD) - Canvas Business Model: Cost Structure

The Cost Structure for McDonald's Corporation is heavily influenced by its real estate ownership and the ongoing global expansion strategy, which necessitates significant investment in physical assets and digital infrastructure. You see this reflected in the major expense categories that drive the business.

The single largest component of direct operating cost, encompassing food, paper, and labor for company-operated restaurants, is reported as Cost of Revenue (food, paper, and labor) at -$11.2 billion (TTM Sep 30, 2025). This figure, presented with a negative sign, represents a major cash outflow before considering the high-margin revenue from the franchised base.

Significant capital expenditures are a core part of the cost structure, directly tied to the goal of reaching 50,000 restaurants by 2027. The latest reported Trailing Twelve Months (TTM) Capital Expenditures peaked in September 2025 at $3.113 billion. For the full year 2025, McDonald's Corporation expected capital expenditures to be between $3.0 and $3.2 billion, with the majority directed toward new restaurant unit expansion.

General and administrative expenses support the global operations, covering non-restaurant support staff payroll and corporate overhead. The Selling, General & Admin Expenses (SG&A) for the TTM ending September 2025 peaked at $2.498 billion. Looking forward, McDonald's Corporation expected full year 2025 Selling, general and administrative expenses to be about 2.2% of Systemwide sales.

Marketing and advertising costs are strategically managed, especially with the introduction of new digital funding mechanisms. The new Digital Marketing Fund, effective January 1, 2025, is intended to be funded at 1.2% of projected identified digital sales. This shift supports the investment of hundreds of millions of dollars into innovation and digital products like new ordering channels and personalization tools.

Rent and occupancy expenses are a critical, often fixed, cost, especially given McDonald's Corporation's real estate-heavy model. Occupancy costs are split between franchised and company-operated locations. Here is a breakdown of recent occupancy-related figures:

Expense Category	Amount (Millions USD)	Period Reference
Franchised restaurants-occupancy expenses	$1,274	Six Months Ended June 30, 2025
Company-owned and operated restaurant expenses (includes occupancy)	$8,334	Period referenced in 2024 Annual Report excerpt
Franchised restaurant margins	$3,559	Six Months Ended June 30, 2025 (Total)

The cost structure is also impacted by specific operational expenses, which vary based on the segment mix (company-operated vs. franchised). You should note the difference in margin measurement:

• Franchised restaurant margins are revenues less franchised restaurant occupancy costs (including lease expense and depreciation).
• Company-owned and operated restaurant margins are sales less costs for food & paper, payroll & employee benefits, and occupancy & other operating expenses necessary to run the restaurant.
• Company-owned and operated margins exclude costs like payroll for non-restaurant support staff, which are booked in Selling, general and administrative expenses.

For the six months ended June 30, 2025, the total Company-owned and operated restaurant expenses were $3,937 million.

The company also faces costs related to strategic shifts, such as restructuring charges connected to the Accelerating the Organization initiative, which totaled $43 million for the quarter ended June 30, 2025.

Finance: draft 13-week cash view by Friday.

McDonald's Corporation (MCD) - Canvas Business Model: Revenue Streams

You're looking at how McDonald's Corporation actually books its revenue, which is a critical distinction from the total sales that flow through its restaurants. The model is heavily weighted toward the high-margin, capital-light franchise side of the business. This structure is designed to generate stable, recurring income streams.

The primary revenue sources for McDonald's Corporation are clearly segmented between its directly managed stores and its vast network of franchisees. For the third quarter of 2025, the numbers show this split clearly:

Franchise Royalties and Rent: This is the bedrock of the model, representing income derived from the franchisee base, which is approximately 95% of all restaurants worldwide. For Q3 2025, this stream generated $4.36 billion.

Sales from Company-Operated Restaurants: This revenue comes directly from food and beverage sales at the restaurants McDonald's Corporation owns and runs itself. For the same period, Q3 2025, this segment contributed $2.56 billion.

The total consolidated revenues for McDonald's Corporation in Q3 2025 increased 3% (or 1% in constant currencies) over the prior year, which is a direct result of these revenue components plus other fees. Systemwide sales-which include all sales, franchised and company-owned-were over $36 billion for Q3 2025, an increase of 8% (6% in constant currencies).

Here's a quick look at the key revenue components and related metrics as of mid-2025:

Revenue Component / Metric	Period	Amount
Franchise Royalties and Rent	Q3 2025	$4.36 billion
Sales from Company-Operated Restaurants	Q3 2025	$2.56 billion
Systemwide Sales to Loyalty Members	TTM Q2 2025	Approximately $33 billion
Systemwide Sales to Loyalty Members	Q3 2025	Over $9 billion

Beyond the core sales and rent components, McDonald's Corporation captures revenue through fees associated with the franchise system and brand usage. These are less about daily sales and more about onboarding and licensing.

• Initial franchise fees: This is the upfront payment required to open a new franchised location. While the standard fee is often cited around $45,000 per unit, the total revenue recognized in this line item fluctuates based on the number of new openings and re-sales in the period.
• Other licensed market revenues: This covers income from developmental licensees and affiliates operating in specific markets.

The digital transformation is clearly showing up in how customers transact, creating a distinct revenue data point that management closely tracks. The focus on digital engagement is paying off in terms of sales volume channeled through members.

Systemwide Sales to Loyalty Members: This metric aggregates all sales where the customer identifies as a loyalty member across 60 markets. For the trailing twelve months ending with Q2 2025, this amounted to approximately $33 billion. By the time Q3 2025 results were reported, this TTM figure had already climbed to approximately $34 billion, with the quarterly contribution exceeding $9 billion.

Finally, the 'Other revenues' bucket captures income streams that support the overall system but aren't direct restaurant sales or standard rent/royalty payments. These streams help fund corporate infrastructure and brand expansion.

The components of Other Revenues include:

• Fees paid by franchisees to recover a portion of costs incurred by McDonald's Corporation for various technology platforms.
• Revenues from brand licensing arrangements to market and sell consumer packaged goods using the McDonald's brand.
• Income from financial investments, such as earnings from securities or real estate holdings not directly tied to restaurant leases.

Delivery services revenue is often integrated into the systemwide sales calculation and the subsequent royalty base, but direct fees related to technology supporting these channels fall into the 'Other revenues' category. Finance: draft 13-week cash view by Friday.