As the market leader and as a pione

As the market leader and as a pioneer of the Quick Service Restaurant
concept, McDonald's has to respond to a changing business environment. It is
well placed to do so. It has listened to its customers, and also observed them.
Based on its research, it has launched McCafé and McChoice - new products
conceived and designed to complement and extend what it already offers and
to keep the company 'ahead of the game' in an increasingly competitive
market place.