Steve Easterbrook

As you get little pockets of success, then suddenly the light bulbs go on in everyone's head, and more leaders get more confident and make more, bigger decisions, and customers respond well, and it becomes a bit of a flywheel.

The average customer comes into McDonald's three to four times a month, and I'm absolutely convinced that can fit in very comfortably into a balanced diet.

We're guided by consumer data, and it helps give us the confidence to invest where the consumer is going.

What I've looked to do is try and become a change agent for good, to create the behavioral changes, the cultural changes to really embrace urgency, adopt a higher tolerance to risk, and just encourage people to make decisions.

Bringing out service staff on to the dining floor does change the atmosphere.

If the pace of change outside is moving more quickly than the pace of change inside, you get a bit left behind.

Ultimately, we're in the service business. We will always have an important human element.

There's absolutely no doubt consumers have more choice than ever, and the standards of all that provide food have improved over time.

The consumer is going through a period around the world of uncertainty - whether geopolitical uncertainty, economic uncertainty - and that makes them a little nervous as well.

When we look at some of the greatest creative ideas we've come up with, they have originated literally from all corners of the world and have crossed all different types of media as well. So while there's still traditional TV, which is clearly a very compelling media, it's also cyber, mobile, outdoor.

We can see what works in one part of the world and one market, and we can share that knowledge and expertise with markets that are facing challenges.

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.