Objectives

From the start, Kroc preached a motto of QSCV—quality, service, cleanliness, and value. These goals became mainstays in McDonald’s customer-focused mission statement. Applying these values, the company perfected the fast-food concept—delivering convenient, good-quality food at affordable prices. On page 41 in the book This clearly states the company main objective to me it means consistency. Having the same attitude that works and improves it all times and doing the same thing to provide the same effect will build consumer relationships and improve business