EISC Update McDonald’s/ Colin Aug 2012

1. EISC Update McDonald’s/ Colin Aug 2012

2. SUPERIOR CUSTOMER INTIMACY Superior Customer Intimacy Business Unit/Function Key Progress Next 6-12 months Initiatives • Continue to build Global McDonald’s Team meeting forum • Align objectives with Value Mapping and beat the competition to deliver quality service and mutual profitable growth • Build and embed P2W programmes across markets • Use SPI model to to deliver superior CI by aligning objectives • Deliver and validate comprehensive contingency plan • Continue to build and develop Virtual Teams to deliver consistently against the SPI requirements • Driven Superior Customer Intimacy across Key markets at differing levels of success and maturity • Built market specific P2W programmes • Embeded the Supplier Action Plan (SAP) in UK and created a European version • Established in Supplier SAVES programme • Initiated CI process with new ME Supply Chain Team

3. Consistent Global Delivery CONSISTENT GLOBAL DELIVERY OF CAPABILITIES & SERVICES Business Unit/Function Key Progress Next 6-12 months Initiatives • Creation of EISC to share areas for Technology transfer • Global account management meeting programme in place • Improved position in product quality and food safety opening up areas to improve business opportunities • Built and shared customer / market P2W programmes across regions • Identify opportunities for Flavor Cell • Continue to share opportunities across the Challenge formulas and processes to engineer out potential issues • Formulation and SKU reduction to build a Global port folio of products • Transfer best practices among regions through Global Meeting Forum and improved Menu watch document

4. Category Leadership CATEGORY LEADERSHIP WITH OUR CUSTOMERS Business Unit/Function Key Progress Next 6-12 months Initiatives • Progress at different levels across different markets. UK lead the progress with focus on France. • Category Leadership with key customers in Condiments in Northern Europe. (competitors have this in other areas of Europe) • Sustained progress in NPD programmes across Southern Europe delivering opportunities • Up-skilled commercial team + starting to build Succession Plan • Embed market tactical plans for promotion wins • Prioritise NPD in target areas • Work to match competitors winning formulations • PDP development – maximize teams training and development for the next 18-24 months • Increased restaurant presence across x function teams to identify areas of improvement and opportunity

5. Invest in Capabilities INVEST IN CAPABILITIES TO DRIVE GROWTH Business Unit/Function Key Progress Next 6-12 months Initiatives • Progress business opportunity for Syrups and Toppings to gain approval to supply in 2014 • Progress TK in the UK to the next stage of approval • Leverage Technical facility investments in EMEA and develop consistent message around the MSI and H&W programmes • Review progress on ET (WoW) to identify costs and benefits • Continue to build our relationships through CI that identify capabilities that drive categories of focus within our strategic customers • Identifed a number opportunities to Acquire companies that add capabilities to drive our primary growth platforms