2013 Annual Report
2013 Highlights
Global Comparable
Sales Growth
Earnings Per
Share Growth
0.2%
4%
Average Number of
Customers Served Every Day
70 million
Our customers are at the heart of all we do.
That’s why we work passionately to serve great-tasting food and
beverages to more customers, more often; to be convenient and
affordable; to provide opportunities that open doors; and to be a
good neighbor... in our local communities and around the world.
To Our Valued Shareholders:
It’s a privilege to serve great-tasting, high-quality food
and beverages with the speed and convenience expected
by almost 70 million daily customers in 119 countries —
and we don’t take it for granted.
Our unique business model — comprised of the
best franchisees, excellent suppliers and talented
employees — is the reason McDonald’s is the world’s
largest quick-service restaurant brand. It’s also the
reason we continued to grow in 2013. Global comparable
sales increased 0.2%, and Systemwide sales were up
3%*. We increased operating income 3%* and diluted
earnings per share 4%*. And, we invested approximately
$2.8 billion in new and existing restaurants.
We also remain committed to returning all free cash flow
to shareholders. In 2013, we returned $4.9 billion to
shareholders through dividends and share repurchases.
Though McDonald’s continued to grow, our performance
fell short of our high expectations this past year.
Challenging conditions — including a flat or contracting
informal eating out category in most of our major
markets, increased competitive activity and consumer
price sensitivity — impacted our results. In addition,
some of our customer-facing initiatives didn’t generate
the comparable sales lift and incremental guest visits
needed to overcome external pressures in today’s
highly fragmented marketplace.
We’re addressing near-term performance by optimizing
current initiatives for broader reach and better execution,
while appropriately investing to meet future demand.
As we look forward, I remain confident in the underlying
strength of our System and business model. Yes, for
us, this is about our scale. It’s also about our sizeable
marketing presence, our industry-leading cash flow
and the efficiencies we’re able to capture as a result.
Building on our strengths to generate
enduring, profitable growth
Our desire to ensure the McDonald’s experience
consistently delivers on our trademark QSC&V —
Quality, Service, Cleanliness & Value — remains a
top priority. We’re also building on the competitive
advantages inherent in our business model and
focusing on the drivers within our control. Around
the world we’re:
• Balancing core classics and new menu
choices. We’re focusing on timeless favorites such
as the Big Mac, Egg McMuffin and our World Famous
Fries while broadening our appeal with new menu
options in the categories where we believe the most
growth opportunity exists: beef, chicken, beverages
and breakfast.
• Focused on improving customer service. We
often say that the interaction between our customers
and our crew at the front counter or drive-thru is the
“moment of truth.” Emphasizing important elements of
the service experience — like the staffing, scheduling
and positioning of our crew — enables us to deliver
at that all-important moment, and also improves the
restaurant’s overall capacity for change.
• Ensuring we provide affordable options across
our menu. We are strengthening our value platforms
as we maintain an emphasis on this foundational
element of our brand promise and a key driver of the
customer experience.
• Keeping our restaurants contemporary.
With more than 1,500 re-images in 2013, nearly 60%
of McDonald’s restaurants now have more modern
interiors and exteriors.
• Growing to the real market opportunity.
We opened more than 1,400 restaurants in both
established and emerging markets last year.
As our customers evolve, so must we. We’re drawing
on deeper consumer insights to better understand
their changing preferences. And, we’re applying these
learnings across all our actions — from restaurant
execution and operations innovation to marketing
and menu.
* in constant currencies
McDonald’s Corporation 2013 Annual Report | i
Giving customers more reasons
to choose McDonald’s, more often
We’re placing greater emphasis on strengthening our
relationship with our customers. We’re focused on what
motivates them — and closely aligning our global growth
priorities with the reasons they choose McDonald’s.
That means serving great-tasting food and beverages,
creating memorable experiences within and beyond
our restaurants, and offering unparalleled convenience
from a brand they respect and trust.
While our growth priorities are a global framework,
markets have different areas of focus based on their
customers’ needs. Our decentralized approach is
truly an enviable local market structure that provides
grass-roots knowledge to help us better execute
local initiatives and programs that resonate with
our customers.
For example, the U.S. is focusing on breakfast by
building on the advances we made in 2013 with
the introduction of the delicious Egg White Delight
McMuffin — while also enhancing customer service.
Europe continues to strategically grow the McCafé
brand, emphasize affordability through mid-priced
bundles like France’s two-item Le Casse Croute, and
build on investments in technology to advance digital
efforts within the context of our newly formed global
digital strategy. And, in Asia/Pacific, Middle East and
Africa, we’re concentrating on getting the right value
platforms in place and growing brand extensions such
as delivery and McCafé. Our ability to learn, share
and scale best thinking across geographies is truly a
testament to our unique business model.
Making an impact, growing our business
Our brand and our business are inextricably linked. We
are excited about the more focused and ambitious way
we’re leveraging our brand as we accelerate our growth.
The work we’re doing across the broad spectrum of
social responsibility and sustainability underpins our
belief that holistic and outcome-based actions can
deliver the most meaningful impact for our customers
and the business. I’m especially proud of the advances
we made last year. We partnered with the Alliance
for a Healthier Generation, founded by the American
Heart Association and the Clinton Foundation, and
committed to increase customers’ access to fruit and
vegetables in 20 of our top markets. Working together
with organizations, including the World Wildlife Fund,
we advanced our commitment to sustainable sourcing,
including the eventual purchase of sustainable beef.
And, as founding members of the Global Roundtable
for Sustainable Beef, we’re helping to develop globally
accepted principles and criteria.
Of course, we never forget that it’s our people who
make the difference — to us as a company, and to our
approximately 70 million daily customers. Whether we’re
providing a teenager with a first job or equipping a new
manager with skills to run one of our 35,000 restaurants,
we’re honored to provide resources that open the doors
of opportunity for learning, training and advancement
to the estimated 1.8 million employees in our company-
owned and franchised restaurants worldwide.
Leading in new ways
In today’s rapidly shifting marketplace, great brands like
McDonald’s must lead in new ways. While change is
our biggest challenge, it’s also our greatest opportunity.
Change is our chance to get better. Stronger. Even
more relevant and memorable to the customers we
serve. That’s our commitment, because our customers
are the heart and soul of who we are, as one System.
On behalf of the entire McDonald’s System, thank you
for your support and confidence in our ongoing effort to
deliver strong shareholder value. We’re grateful for your
partnership and investment in our enduring brand —
and we’re committed to satisfying each customer who
chooses McDonald’s.
Sincerely,
Don Thompson
President and CEO
ii | McDonald’s Corporation 2013 Annual Report
Dear Fellow Shareholders:
Amid a still challenging global environment, we
continued working to deliver an outstanding experience
for our customers. Guided by the Plan to Win and our
global growth priorities, our entire System of franchisees,
suppliers and employees strived to raise the bar on
what drives our success — from our menu and service
to our convenience and value.
Your Board of Directors remains confident in the actions
McDonald’s is taking to manage the business for the
long term while navigating our near-term challenges.
We are equally confident in the Company’s strong
leadership — epitomized by CEO Don Thompson and
his global leadership team. Don is a skilled leader who
understands this brand and the steps we must take
to build an even deeper bond with all of our customers
around the world.
We recognize that as the marketplace continues to
move quickly, so must our System — by always listening
to our customers and continuously adapting to meet
their needs. With this charge before us, we are
committed to greater innovation, stronger execution
and enhancing our restaurant experience.
The future holds great promise and potential for our
brand, as we work to seize the still sizeable opportunities
around us to be more accessible, more relevant,
and ultimately more valuable in the daily lives of our
customers. Driven by management’s strong leadership,
strategies and our committed employees, we are
confident that McDonald’s will continue to become a
stronger, more profitable company over the long term.
McDonald’s Board of diverse, experienced business
leaders remains committed to overseeing the Company’s
direction and enhancing shareholder value. We embrace
our role in helping this great brand continue to succeed —
through its long-standing formula of commitment to the
customer, hard work and strong values.
On behalf of the entire Board of Directors, it is an honor
and privilege to serve you, our shareholders.
Very truly yours,
Andy McKenna
Chairman
McDonald’s Corporation 2013 Annual Report | iii
THIS PAGE IS INTENTIONALLY LEFT BLANK
UNITED STATES
SECURITIES AND EXCHANGE COMMISSION
Washington, DC 20549
FORM 10-K
ANNUAL REPORT PURSUANT TO SECTION 13 OR 15(d) OF THE SECURITIES EXCHANGE ACT OF 1934
For the fiscal year ended December 31, 2013
or
TRANSITION REPORT PURSUANT TO SECTION 13 OR 15(d) OF THE SECURITIES EXCHANGE ACT OF 1934
For the transition period from to
Commission File Number 1-5231
McDONALD’S CORPORATION
(Exact name of registrant as specified in its charter)
Delaware
(State or other jurisdiction of
incorporation or organization)
One McDonald’s Plaza
Oak Brook, Illinois
(Address of principal executive offices)
36-2361282
(I.R.S. Employer
Identification No.)
60523
(Zip code)
Registrant’s telephone number, including area code: (630) 623-3000
Securities registered pursuant to Section 12(b) of the Act:
Title of each class
Common stock, $.01 par value
Name of each exchange
on which registered
New York Stock Exchange
Securities registered pursuant to Section 12(g) of the Act:
None
(Title of class)
Indicate by check mark if the registrant is a well-known seasoned issuer, as defined in Rule 405 of the Securities Act. Yes
No
Indicate by check mark if the registrant is not required to file reports pursuant to Section 13 or Section 15(d) of the Act. Yes
Indicate by check mark whether the registrant (1) has filed all reports required to be filed by Section 13 or 15(d) of the Securities Exchange Act of 1934 during
the preceding 12 months (or for such shorter period that the registrant was required to file such reports), and (2) has been subject to such filing requirements
for the past 90 days. Yes
Indicate by check mark whether the registrant has submitted electronically and posted on its corporate Web site, if any, every Interactive Data File required to
be submitted and posted pursuant to Rule 405 of Regulation S-T during the preceding 12 months (or for such shorter period that the registrant was required
No
No
to submit and post such files). Yes
Indicate by check mark if disclosure of delinquent filers pursuant to Item 405 of Regulation S-K is not contained herein, and will not be contained, to the best
of registrant’s knowledge, in definitive proxy or information statements incorporated by reference in Part III of this Form 10-K or any amendment to this
No
Form 10-K.
Indicate by check mark whether the registrant is a large accelerated filer, an accelerated filer, a non-accelerated filer, or a smaller reporting company. See the
definitions of “large accelerated filer,” “accelerated filer” and “smaller reporting company” in Rule 12b-2 of the Exchange Act.
(Check one):
Large accelerated filer
Accelerated filer
Non-accelerated filer
(do not check if a smaller reporting company) Smaller reporting company
Indicate by check mark whether the registrant is a shell company (as defined in Rule 12b-2 of the Exchange Act). Yes
The aggregate market value of common stock held by non-affiliates of the registrant as of June 30, 2013 was $98,932,168,368.
The number of shares outstanding of the registrant’s common stock as of January 31, 2014 was 989,881,374.
DOCUMENTS INCORPORATED BY REFERENCE
No
Part III of this Form 10-K incorporates information by reference from the registrant’s 2014 definitive proxy statement which will be filed no later than 120 days after
December 31, 2013
McDONALD’S CORPORATION
INDEX
Page reference
Part I.
Part II.
Part III.
Part IV.
Item 1
Item 1A
Item 1B
Item 2
Item 3
Item 4
Item 5
Item 6
Item 7
Item 7A
Item 8
Item 9
Item 9A
Item 9B
Item 10
Item 11
Item 12
Item 13
Item 14
Business . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Risk Factors and Cautionary Statement Regarding Forward-Looking Statements . . . . . . . . . . . . . . . . . . . . . . . . .
Unresolved Staff Comments . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Properties . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Legal Proceedings . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Mine Safety Disclosures . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Market for Registrant’s Common Equity, Related Shareholder Matters and Issuer Purchases of Equity Securities
Selected Financial Data . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Management’s Discussion and Analysis of Financial Condition and Results of Operations . . . . . . . . . . . . . . . . . .
Quantitative and Qualitative Disclosures About Market Risk . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Financial Statements and Supplementary Data . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Changes in and Disagreements with Accountants on Accounting and Financial Disclosure . . . . . . . . . . . . . . . . . .
Controls and Procedures . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Other Information . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Directors, Executive Officers and Corporate Governance . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Executive Compensation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Security Ownership of Certain Beneficial Owners and Management and Related Shareholder Matters . . . . . . . . .
Certain Relationships and Related Transactions, and Director Independence . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Principal Accountant Fees and Services . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Item 15
Exhibits and Financial Statement Schedules . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Signatures . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Exhibits
All trademarks used herein are the property of their respective owners.
1
3
5
6
6
6
8
9
10
25
25
46
46
46
46
46
46
47
47
47
50
PART I
ITEM 1. Business
McDonald’s Corporation, the registrant, together with its sub-
sidiaries, is referred to herein as the “Company.”
a. General development of business
During 2013, there were no material changes to the Company’s
corporate structure or in its method of conducting business. In
2013, the Company continued the process it began in 2005 to
realign certain subsidiaries to develop a corporate structure within
its geographic segments that better reflects the operation of the
McDonald’s worldwide business.
b. Financial information about segments
Segment data for the years ended December 31, 2013, 2012, and
2011 are included in Part II, Item 8, page 39 of this Form 10-K.
c. Narrative description of business
General
The Company franchises and operates McDonald’s restaurants in
the global restaurant industry. These restaurants serve a broad
menu (see Products) at various price points in more than 100
countries around the world.
All restaurants are operated either by the Company or by
franchisees, including conventional franchisees under franchise
arrangements, and developmental licensees and foreign affiliated
markets under license agreements.
The Company’s operations are designed to assure
consistency and high quality at every restaurant. When granting
franchises or licenses, the Company is selective and generally is
not in the practice of franchising to passive investors.
Under the conventional franchise arrangement, franchisees
provide a portion of the capital required by initially investing in the
equipment, signs, seating and décor of their restaurant
businesses, and by reinvesting in the business over time. The
Company owns the land and building or secures long-term leases
for both Company-operated and conventional franchised
restaurant sites. In certain circumstances, the Company
participates in reinvestment for conventional franchised
restaurants. A discussion regarding site selection is included in
Part I, Item 2, page 6 of this Form 10-K.
Conventional franchisees contribute to the Company’s
revenue stream through the payment of rent and royalties based
upon a percent of sales, with specified minimum rent payments,
along with initial fees received upon the opening of a new
restaurant or the granting of a new franchise term. The
conventional franchise arrangement typically lasts 20 years, and
franchising practices are generally consistent throughout the
world. Over 70% of franchised restaurants operate under
conventional franchise arrangements.
Under a developmental license arrangement, licensees
provide capital for the entire business, including the real estate
interest. While the Company has no capital invested, it receives a
royalty based on a percent of sales, as well as initial fees. The
largest of these developmental license arrangements operates
nearly 2,100 restaurants across 19 countries in Latin America and
the Caribbean.
The Company has an equity investment in a limited number of
foreign affiliated markets, referred to as "affiliates." The largest of
these affiliates is Japan, where there are nearly 3,200 restaurants.
The Company receives a royalty based on a percent of sales in
these markets and records its share of net results in Equity in
earnings of unconsolidated affiliates.
The Company and its franchisees purchase food, packaging,
equipment and other goods from numerous independent
suppliers. The Company has established and strictly enforces high
quality standards and product specifications. The Company has
quality centers around the world to ensure that its high standards
are consistently met. The quality assurance process not only
involves ongoing product reviews, but also on-site supplier visits. A
quality leadership board, composed of the Company’s technical,
safety and supply chain specialists, provides strategic global
leadership for all aspects of food quality and safety. In addition, the
Company works closely with suppliers to encourage innovation,
assure best practices and drive continuous improvement.
Leveraging scale, supply chain infrastructure and risk
management strategies, the Company also collaborates with
suppliers toward a goal of achieving competitive, predictable food
and paper costs over the long term.
Independently owned and operated distribution centers,
approved by the Company, distribute products and supplies to
McDonald’s restaurants. In addition, restaurant personnel are
trained in the proper storage, handling and preparation of
products.
McDonald’s global brand is well known. Marketing,
promotional and public relations activities are designed to promote
McDonald’s brand image and differentiate the Company from
competitors. Marketing and promotional efforts focus on value,
food taste, menu choice, nutrition, convenience and the customer
experience. The Company continuously endeavors to improve its
social responsibility and environmental practices to achieve long-
term sustainability, which benefits McDonald’s and the
communities it serves.
Products
McDonald’s restaurants offer a substantially uniform menu,
although there are geographic variations to suit local consumer
preferences and tastes. In addition, McDonald’s tests new
products on an ongoing basis.
McDonald’s menu includes hamburgers and cheeseburgers,
Big Mac, Quarter Pounder with Cheese, Filet-O-Fish, several
chicken sandwiches, Chicken McNuggets, wraps, french fries,
salads, oatmeal, shakes, McFlurry desserts, sundaes, soft serve
cones, pies, soft drinks, coffee, McCafé beverages and other
beverages. In addition, the restaurants sell a variety of other
products during limited-time promotions.
McDonald’s restaurants in the U.S. and many international
markets offer a full or limited breakfast menu. Breakfast offerings
may include Egg McMuffin, Sausage McMuffin with Egg,
McGriddles, biscuit and bagel sandwiches and hotcakes.
Intellectual property
The Company owns or is licensed to use valuable intellectual
property including trademarks, service marks, patents, copyrights,
trade secrets and other proprietary information. The Company
considers the trademarks “McDonald’s” and “The Golden Arches
Logo” to be of material importance to its business. Depending on
the jurisdiction, trademarks and service marks generally are valid
as long as they are used and/or registered. Patents, copyrights
and licenses are of varying remaining durations.
Seasonal operations
The Company does not consider its operations to be seasonal to
any material degree.
Working capital practices
Information about the Company’s working capital practices is
incorporated herein by reference to Management’s discussion and
analysis of financial condition and results of operations for the
McDonald's Corporation 2013 Annual Report 1
McDonald’s Corporation 2013 Annual Report | 1
years ended December 31, 2013, 2012, and 2011 in Part II,
Item 7, pages 10 through 25, and the Consolidated statement of
cash flows for the years ended December 31, 2013, 2012, and
2011 in Part II, Item 8, page 29 of this Form 10-K.
Customers
The Company’s business is not dependent upon either a single
customer or small group of customers.
Backlog
Company-operated restaurants have no backlog orders.
Government contracts
No material portion of the business is subject to renegotiation of
profits or termination of contracts or subcontracts at the election of
the U.S. government.
Competition
McDonald’s restaurants compete with international, national,
regional and local retailers of food products. The Company
competes on the basis of price, convenience, service, menu
variety and product quality in a highly fragmented global
restaurant industry.
In measuring the Company’s competitive position,
management reviews data compiled by Euromonitor International,
a leading source of market data with respect to the global
restaurant industry. The Company’s primary competition, which
management refers to as the informal eating out ("IEO") segment,
includes the following restaurant categories defined by
Euromonitor International: quick-service eating establishments,
casual dining full-service restaurants, street stalls or kiosks,
cafés,100% home delivery/takeaway providers, specialist coffee
shops, self-service cafeterias and juice/smoothie bars. Market
data related to cafés is separately available and now included in
the IEO segment. The IEO segment excludes establishments that
primarily serve alcohol and full-service restaurants other than
casual dining.
Based on data from Euromonitor International, the global IEO
segment was composed of approximately 8 million outlets and
generated $1.2 trillion in annual sales in 2012, the most recent
year for which data is available. McDonald’s Systemwide 2012
restaurant business accounted for 0.4% of those outlets and about
8% of the sales.
Management also on occasion benchmarks McDonald’s
against the entire restaurant industry, including the IEO segment
defined above and all other full-service restaurants. Based on data
from Euromonitor International, the restaurant industry was
composed of approximately 16 million outlets and generated $2.3
trillion in annual sales in 2012. McDonald’s Systemwide restaurant
business accounted for 0.2% of those outlets and about 4% of the
sales.
Research and development
The Company operates research and development facilities in the
U.S., Europe and Asia. While research and development activities
are important to the Company’s business, these expenditures are
not material. Independent suppliers also conduct research
activities that benefit the Company, its franchisees and suppliers
(collectively referred to as the "System").
Environmental matters
Increased focus by U.S. and overseas governmental authorities
on environmental matters is likely to lead to new governmental
initiatives, particularly in the area of climate change. While we
cannot predict the precise nature of these initiatives, we expect
that they may impact our business both directly and indirectly.
2 McDonald's Corporation 2013 Annual Report
2 | McDonald’s Corporation 2013 Annual Report
Although the impact would likely vary by world region and/or
market, we believe that adoption of new regulations may increase
costs, including for the Company, its franchisees and suppliers.
Also, there is a possibility that governmental initiatives, or actual or
perceived effects of changes in weather patterns or climate, could
have a direct impact on the operations of our restaurants or the
operations of our suppliers in ways which we cannot predict at this
time.
The Company monitors developments related to
environmental matters and plans to respond to governmental
initiatives in a timely and appropriate manner. At this time, the
Company has already begun to undertake its own initiatives
relating to preservation of the environment, including the
implementation of more energy efficient equipment and
management of energy use, in many of its markets.
Number of employees
The Company’s number of employees worldwide, including
Company-operated restaurant employees, was approximately
440,000 as of year-end 2013.
d. Financial information about geographic areas
Financial information about geographic areas is incorporated
herein by reference to Management’s discussion and analysis of
financial condition and results of operations in Part II, Item 7,
pages 10 through 25 and Segment and geographic information in
Part II, Item 8, page 39 of this Form 10-K.
e. Available information
The Company is subject to the informational requirements of the
Securities Exchange Act of 1934 ("Exchange Act"). The Company
therefore files periodic reports, proxy statements and other
information with the U.S. Securities and Exchange Commission
("SEC"). Such reports may be obtained by visiting the Public
Reference Room of the SEC at 100 F Street, NE, Washington, DC
20549, or by calling the SEC at (800) SEC-0330. In addition, the
SEC maintains an Internet site (www.sec.gov) that contains
reports, proxy and information statements and other information.
Financial and other information can also be accessed on the
investor section of the Company’s website at
www.aboutmcdonalds.com. The Company makes available, free
of charge, copies of its annual report on Form 10-K, quarterly
reports on Form 10-Q, current reports on Form 8-K, and
amendments to those reports filed or furnished pursuant to
Section 13(a) or 15(d) of the Exchange Act as soon as reasonably
practicable after filing such material electronically or otherwise
furnishing it to the SEC. Copies of financial and other information
are also available free of charge by calling (800) 228-9623 or by
sending a request to McDonald’s Corporation Shareholder
Services, Department 720, One McDonald’s Plaza, Oak Brook,
Illinois 60523.
Also posted on McDonald’s website are the Company’s
Corporate Governance Principles; the charters for each of the
Committees of the Board of Directors, including the Audit
Committee, Compensation Committee and Governance
Committee; the Code of Conduct for the Board of Directors; and
the Company’s Standards of Business Conduct, which applies to
all officers and employees. Copies of these documents are also
available free of charge by calling (800) 228-9623 or by sending a
request to McDonald’s Corporation Shareholder Services,
Department 720, One McDonald’s Plaza, Oak Brook, Illinois
60523.
Information on the Company’s website is not incorporated into
this Form 10-K or the Company’s other securities filings and is not
a part of them.
ITEM 1A. Risk Factors and Cautionary
Statement Regarding Forward-Looking
Statements
The information in this report includes forward-looking statements
about our plans and future performance, including those under
Outlook. These statements use such words as “may,” “will,”
“expect,” “believe” and “plan.” They reflect our expectations and
speak only as of the date of this report. We do not undertake to
update them. Our expectations (or the underlying assumptions)
may change or not be realized, and you should not rely unduly on
forward-looking statements.
Our business and execution of our strategic plan, the Plan to
Win, are subject to risks. The most important of these is whether
we can remain relevant and a brand customers trust. Meeting
customer expectations is complicated by the risks inherent in our
global operating environment. Challenging economic conditions
continue to pressure our operating and financial performance. In
particular, in some of our major markets, IEO segments may
remain stagnant or experience modest growth, reflecting broad-
based consumer caution, price sensitivity, and intensifying
competitive activity by both traditional and non-traditional
competitors. Further, certain menu, pricing and promotional
decisions may continue to yield results below desired levels and
could continue to negatively impact sales, guest counts and
market share. As our business model is built around growing
comparable sales to realize margin leverage, given these
conditions and persistent cost pressures, we expect our results for
2014 will remain challenged.
We have the added challenge of the cultural and regulatory
differences that exist within and among the more than 100
countries where we operate. Initiatives we undertake may not
have universal appeal among different segments of our customer
base and can drive unanticipated changes in guest counts and
customer perceptions. Our operations, plans and results are also
affected by regulatory, tax and other initiatives around the world,
notably the focus on nutritional content and the sourcing,
processing and preparation of food “from field to front counter,” as
well as industry marketing practices.
These risks can have an impact both in the near- and long-
term and are reflected in the following considerations and factors
that we believe are most likely to affect our performance.
Our ability to remain a relevant and trusted brand and to
increase sales and profits depends largely on how well we
execute the Plan to Win and our global growth priorities.
The Plan to Win aligns the McDonald's System around the
three global growth priorities that represent our greatest
opportunities to drive results - optimizing our menu, modernizing
the customer experience and broadening accessibility to our brand
in order to remain relevant to our customers. It also keeps us
focused on a common approach to execution through our
continued emphasis on people, products, place, price and
promotion. The quality of our execution depends mainly on the
following:
Our ability to anticipate and respond effectively to trends or
other factors that affect the IEO segment and our competitive
position in the diverse markets we serve, such as spending
patterns, demographic changes, trends in food preparation,
consumer preferences and publicity about us, all of which
can drive perceptions of our business or affect the
willingness of other companies to enter into site, supply or
other arrangements with us;
Our continued innovation in all aspects of the McDonald's
experience to differentiate the McDonald's experience in a
way that balances value with margin levels;
The impact of changes to our value menu, which has been
and will continue to be an important component of our overall
menu strategy; our ability to continue robust menu
development and manage the complexity of our restaurant
operations; our ability to adapt our plans to deliver a locally-
relevant experience in a highly competitive, value-driven
operating environment; our ability to leverage promotional or
operating successes across markets; and whether sales
gains associated with new product introductions are
sustained;
The risks associated with our franchise business model,
including whether our franchisees have the experience and
financial resources to be effective operators and remain
aligned with us on operating, promotional and capital-
intensive initiatives, especially during periods of
underperformance, and the potential impact on us if they
experience food safety or other operational problems or
project a brand image inconsistent with our values,
particularly if our contractual and other rights and remedies
are limited, costly to exercise or subject to litigation;
The success of our tiered approach to menu offerings; the
impact of pricing, product, marketing and promotional plans
on sales and margins; and our ability to adjust these plans to
respond quickly to changing economic and competitive
conditions;
Our ability to drive restaurant improvements that achieve
optimal capacity, particularly during peak mealtime hours,
and motivate our restaurant personnel and our franchisees to
achieve consistency and high service levels so as to improve
perceptions of our ability to meet expectations for quality
food served in clean and friendly environments;
Our plans for restaurant reimaging and rebuilding, and
whether we are able to identify and develop restaurant sites
consistent with our plans for net growth of Systemwide
restaurants and achieve our sales and profitability targets;
Our ability to respond effectively to adverse perceptions
about the quick-service category of the IEO segment or
about our food (including its nutritional content and
preparation), promotions and premiums, such as Happy Meal
toys (collectively, our "products"), how we source the
commodities we use, and our ability to manage the potential
impact on McDonald's of food-borne illnesses or product
safety issues;
The success of our sustainability initiatives to support our
brand ambition of good food, good people and good
neighbor, which will require Systemwide coordination and
alignment, including with our franchisees, and whether we
will be effective in addressing these and other matters of
social responsibility in a way that inspires trust and
confidence;
The costs and risks associated with our increasing reliance
on technological and digital systems (e.g., point-of-sale and
other in-store systems or platforms) that support our
Systemwide restaurants; the risk that we will not fully realize
the benefits of the significant investments we are making to
enhance the customer experience; the potential for system
performance failures, security breaches involving our
systems or those of third-party providers; legal risks
associated with data collection, protection and management,
in particular as it relates to information we collect when we
provide technology-related services to franchisees; and
litigation risk involving intellectual property rights;
The impact of campaigns by labor organizations and
activists, including through the use of social media and other
mobile communications and applications, to promote adverse
McDonald's Corporation 2013 Annual Report 3
McDonald’s Corporation 2013 Annual Report | 3
perceptions of the quick-service category of the IEO segment
or our brand, management, suppliers or franchisees, or to
promote or threaten boycotts, strikes or other actions
involving the industry, McDonald’s or our suppliers and
franchisees;
The impact of events such as boycotts or protests, labor
strikes and supply chain interruptions (including due to lack
of supply or price increases) that can adversely affect us or
the suppliers, franchisees and others that are also part of the
McDonald's System and whose performance has a material
impact on our results;
Our ability to recruit and retain qualified personnel to manage
our operations and growth; and
Whether we will be able to develop an effective and
compelling global digital strategy in the future that will
enhance customer engagement and whether competitor
loyalty initiatives will impact our ability to attract customers,
particularly as these initiatives become established and
customer acquisition costs (i.e., switching costs) increase.
Our results and financial condition are affected by global and
local market conditions, and the prolonged challenging
economic environment can be expected to continue to
pressure our results.
Our results of operations are substantially affected by
economic conditions, both globally and in local markets, and
conditions can also vary substantially by market. The current
global environment has been characterized by persistently weak
economies, high unemployment rates, inflationary pressures and
volatility in financial markets. Many major economies, both
advanced and developing, are still facing ongoing economic
issues. In the U.S., these include concerns about the long-term
direction of federal fiscal policies. In many European markets,
consumer and business confidence and spending remain muted.
Important markets in Asia have also been experiencing slower
growth rates. Uncertainty about the long-term environment could
derail any potential improvements in economic activity for 2014.
These conditions have pressured our performance, adversely
affecting sales, guest counts and/or our market share in many
markets, including some major markets. We are also facing
increasing competition from an expanded set of competitors that
include many non-traditional market participants such as
conventional retailers and coffee shops. To address this
environment, we are intensifying our focus on value as a driver of
guest counts through menu, pricing and promotional actions.
These actions can adversely affect our margin percent and
therefore we expect that margins will remain under pressure. The
key factors that can affect our operations, plans and results in this
environment are the following:
Whether our strategies will be effective in enabling market
share gains, which have been achieved at declining rates in
recent periods, while at the same time enabling us to achieve
our targeted operating income growth despite the current
adverse economic conditions, resurgent competitors and an
increasingly complex and costly advertising environment;
The effectiveness of our supply chain management to assure
reliable and sufficient product supply on favorable terms;
The impact on consumer disposable income levels and
spending habits of governmental actions to manage national
economic matters, whether through austerity or stimulus
measures and initiatives intended to control wages,
unemployment, credit availability, inflation, taxation and other
economic drivers;
4 McDonald's Corporation 2013 Annual Report
4 | McDonald’s Corporation 2013 Annual Report
The impact on restaurant sales and margins of ongoing
commodity price volatility, and the effectiveness of pricing,
hedging and other actions taken to address this environment;
The impact on our margins of labor costs that we cannot
offset through price increases, and the long-term trend
toward higher wages and social expenses in both mature
and developing markets, which may intensify with increasing
public focus on matters of income inequality;
The impact of foreign exchange and interest rates on our
financial condition and results;
The challenges and uncertainties associated with operating
in developing markets, which may entail a relatively higher
risk of political instability, economic volatility, crime,
corruption and social and ethnic unrest, all of which are
exacerbated in many cases by a lack of an independent and
experienced judiciary and uncertainties in how local law is
applied and enforced, including in areas most relevant to
commercial transactions and foreign investment;
The nature and timing of decisions about underperforming
markets or assets, including decisions that result in
impairment charges that reduce our earnings; and
The impact of changes in our debt levels on our credit
ratings, interest expense, availability of acceptable
counterparties, ability to obtain funding on favorable terms or
our operating or financial flexibility, especially if lenders
impose new operating or financial covenants.
Increasing legal and regulatory complexity will continue to
affect our operations and results in material ways.
Our legal and regulatory environment worldwide exposes us
to complex compliance, litigation and similar risks that could affect
our operations and results in material ways. In many of our
markets, including the United States and Europe, we are subject
to increasing regulation, which has increased our cost of doing
business. In developing markets, we face the risks associated with
new and untested laws and judicial systems. Among the more
important regulatory and litigation risks we face and must manage
are the following:
The cost, compliance and other risks associated with the
often conflicting and highly prescriptive regulations we face,
including where inconsistent standards imposed by
governmental authorities can adversely affect popular
perceptions of our business and increase our exposure to
litigation or governmental investigations or proceedings;
The impact of new, potential or changing regulations that can
affect our business plans, such as those relating to product
packaging, marketing and the nutritional content and safety
of our food and other products, as well as the risks and costs
of our labeling and other disclosure practices, particularly
given varying legal requirements and practices for testing
and disclosure within our industry, ordinary variations in food
preparation among our own restaurants, and the need to rely
on the accuracy and completeness of information from third-
party suppliers;
The impact of nutritional, health and other scientific studies
and conclusions, which constantly evolve and often have
contradictory implications, but nonetheless drive popular
opinion, litigation and regulation (including initiatives intended
to drive consumer behavior) in ways that could be material to
our business;
The impact of litigation trends, particularly in our major
markets, including class actions, labor, employment and
personal injury claims, litigation with or involving our
relationship with franchisees, landlord/tenant disputes and
intellectual property claims (including often aggressive or
opportunistic attempts to enforce patents used in information
technology systems); the relative level of our defense costs,
which vary from period to period depending on the number,
nature and procedural status of pending proceedings; the
cost and other effects of settlements or judgments, which
may require us to make disclosures or take other actions that
may affect perceptions of our brand and products; and the
scope and terms of insurance or indemnification protections
that we may have;
Adverse results of pending or future litigation, including
litigation challenging the composition and preparation of our
products, or the appropriateness or accuracy of our
marketing or other communication practices;
The risks and costs to us, our franchisees and our supply
chain of the effects of climate change, greenhouse gases,
energy and water resources, as well as the increased public
focus, including by governmental and non-governmental
organizations, on these and other environmental
sustainability matters (e.g., packaging and waste, animal
health and welfare and land use) and the increased pressure
to make commitments or set targets and take actions to meet
them, which could expose the Company to market,
operational and execution costs or risks, particularly when
actions are undertaken Systemwide;
The increasing focus on workplace practices and conditions
and costs and other effects of compliance with U.S. and
overseas regulations affecting our workforce and labor
practices, including those relating to wage and hour
practices, healthcare, immigration, retirement and other
employee benefits and unlawful workplace discrimination,
and our exposure to reputational and other harm as a result
of perceptions about our workplace practices or conditions or
those of our franchisees;
Disruptions in our operations or price volatility in a market
that can result from governmental actions, such as price,
foreign exchange or import-export controls, increased tariffs
or government-mandated closure of our or our suppliers'
operations, and the cost and disruption of responding to
governmental investigations or proceedings, whether or not
they have merit;
The legal and compliance risks and costs associated with
privacy, data protection and similar laws, particularly as they
apply to children, the potential costs (including the loss of
consumer confidence) arising from alleged security breaches
of information systems, and the risk of resulting criminal
penalties or civil liability related to such breaches;
The impact on our operations of tax and other regulations
affecting capital flows, financial markets or financial
institutions, which can limit our ability to manage and deploy
our liquidity or increase our funding costs; and
The impact of changes in financial reporting requirements,
accounting principles or practices, including with respect to
our critical accounting estimates, changes in tax accounting
or tax laws (or related authoritative interpretations),
particularly if corporate tax reform becomes a key component
of budgetary initiatives in the United States and elsewhere,
and the impact of settlements of pending or any future
adjustments proposed by the IRS or other taxing authorities
in connection with our tax audits, all of which will depend on
their timing, nature and scope.
Trading volatility and price of our common stock may be
affected by many factors.
Many factors affect the volatility and price of our common
stock in addition to our operating results and prospects. The most
important of these, some of which are outside our control, are the
following:
The continuing unpredictable global economic and market
conditions;
Governmental action or inaction in light of key indicators of
economic activity or events that can significantly influence
financial markets, particularly in the United States which is
the principal trading market for our common stock, and
media reports and commentary about economic or other
matters, even when the matter in question does not directly
relate to our business;
Changes in financial or tax reporting and accounting
principles or practices that materially affect our reported
financial condition and results and investor perceptions of our
performance;
Trading activity in our common stock or trading activity in
derivative instruments with respect to our common stock or
debt securities, which can be affected by market commentary
(including commentary that may be unreliable or incomplete);
unauthorized disclosures about our performance, plans or
expectations about our business; our actual performance and
creditworthiness; investor confidence generally; actions by
shareholders and others seeking to influence our business
strategies; portfolio transactions in our stock by significant
shareholders; or trading activity that results from the ordinary
course rebalancing of stock indices in which McDonald's may
be included, such as the S&P 500 Index and the Dow Jones
Industrial Average;
The impact of our stock repurchase program or dividend rate;
and
The impact on our results of other corporate actions, such as
those we may take from time to time as part of our
continuous review of our corporate structure in light of
business, legal and tax considerations.
Our results and prospects can be adversely affected by
events such as severe weather conditions, natural disasters,
hostilities and social unrest, among others.
Severe weather conditions, natural disasters, hostilities and
social unrest, terrorist activities, health epidemics or pandemics
(or expectations about them) can adversely affect consumer
spending and confidence levels or other factors that affect our
results and prospects, such as commodity costs. Our receipt of
proceeds under any insurance we maintain with respect to certain
of these risks may be delayed or the proceeds may be insufficient
to offset our losses fully.
ITEM 1B. Unresolved Staff Comments
None.
McDonald's Corporation 2013 Annual Report 5
McDonald’s Corporation 2013 Annual Report | 5
ITEM 2. Properties
The Company owns and leases real estate primarily in connection
with its restaurant business. The Company identifies and develops
sites that offer convenience to customers and long-term sales and
profit potential to the Company. To assess potential, the Company
analyzes traffic and walking patterns, census data and other
relevant data. The Company’s experience and access to
advanced technology aid in evaluating this information. The
Company generally owns the land and building or secures long-
term leases for restaurant sites, which ensures long-term
occupancy rights and helps control related costs. Restaurant
profitability for both the Company and franchisees is important;
therefore, ongoing efforts are made to control average
development costs through construction and design efficiencies,
standardization and by leveraging the Company’s global sourcing
network. Additional information about the Company’s properties is
included in Management’s discussion and analysis of financial
condition and results of operations in Part II, Item 7, pages
10 through 25 and in Financial statements and supplementary
data in Part II, Item 8, pages 25 through 42 of this Form 10-K.
ITEM 3. Legal Proceedings
The Company has pending a number of lawsuits that have been
filed in various jurisdictions. These lawsuits cover a broad variety
of allegations spanning the Company’s entire business. The
following is a brief description of the more significant types of
lawsuits. In addition, the Company is subject to various federal,
state and local regulations that impact various aspects of its
business, as discussed below. While the Company does not
believe that any such claims, lawsuits or regulations will have a
material adverse effect on its financial condition or results of
operations, unfavorable rulings could occur. Were an unfavorable
ruling to occur, there exists the possibility of a material adverse
impact on net income for the period in which the ruling occurs or
for future periods.
Franchising
A substantial number of McDonald’s restaurants are franchised to
independent owner/operators under contractual arrangements
with the Company. In the course of the franchise relationship,
occasional disputes arise between the Company and its
franchisees relating to a broad range of subjects including, but not
limited to, quality, service and cleanliness issues, contentions
regarding grants or terminations of franchises, delinquent
payments of rents and fees, and franchisee claims for additional
franchises or rewrites of franchises. Additionally, occasional
disputes arise between the Company and individuals who claim
they should have been granted a McDonald’s franchise.
Suppliers
The Company and its affiliates and subsidiaries generally do not
supply food, paper or related items to any McDonald’s restaurants.
The Company relies upon numerous independent suppliers,
including service providers, that are required to meet and maintain
the Company’s high standards and specifications. On occasion,
disputes arise between the Company and its suppliers which
include, by way of example, compliance with product
specifications and the Company’s business relationship with
suppliers. In addition, disputes occasionally arise on a number of
issues between the Company and individuals or entities who claim
that they should be (or should have been) granted the opportunity
to supply products or services to the Company’s restaurants.
Employees
Hundreds of thousands of people are employed by the Company
and in restaurants owned and operated by subsidiaries of the
Company. In addition, thousands of people from time to time seek
employment in such restaurants. In the ordinary course of
business, disputes arise regarding hiring, termination, promotion
and pay practices, including wage and hour disputes, alleged
discrimination and compliance with employment laws.
Customers
Restaurants owned by subsidiaries of the Company regularly
serve a broad segment of the public. In so doing, disputes arise as
to products, service, incidents, advertising, nutritional and other
disclosures, as well as other matters common to an extensive
restaurant business such as that of the Company.
Intellectual Property
The Company has registered trademarks and service marks,
patents and copyrights, some of which are of material importance
to the Company’s business. From time to time, the Company may
become involved in litigation to protect its intellectual property and
defend against the alleged use of third party intellectual property.
Government Regulations
Local, state and federal governments have adopted laws and
regulations involving various aspects of the restaurant business
including, but not limited to, advertising, franchising, health, safety,
environment, zoning, employment and taxes. The Company
strives to comply with all applicable existing statutory and
administrative rules and cannot predict the effect on its operations
from the issuance of additional requirements in the future.
ITEM 4. Mine Safety Disclosures
Not applicable.
6 McDonald's Corporation 2013 Annual Report
6 | McDonald’s Corporation 2013 Annual Report
The following are the Executive Officers of our
Company (as of the date of this filing):
Jose Armario, 54, is Corporate Executive Vice President—
Global Supply Chain, Development and Franchising, a position he
has held since October 2011. He previously served as Group
President, McDonald’s Canada and Latin America from February
2008 through September 2011 and President, McDonald’s Latin
America from December 2003 to February 2008. Mr. Armario has
been with the Company for 17 years.
Peter J. Bensen, 51, is Corporate Executive Vice President
and Chief Financial Officer, a position he has held since
January 2008. From April 2007 through December 2007, he
served as Corporate Senior Vice President—Controller. Prior to
that time, Mr. Bensen served as Corporate Vice President–
Assistant Controller from February 2002 through March 2007.
Mr. Bensen has been with the Company for 17 years.
Stephen J. Easterbrook, 46, is Corporate Executive Vice
President and Global Chief Brand Officer, a position he has held
since June 2013. From September 2012 through May 2013, Mr.
Easterbrook served as the Chief Executive Officer of Wagamama
Limited and from September 2011 to September 2012, he served
as the the Chief Executive Officer of PizzaExpress Limited. Prior
to September 2011, Mr. Easterbrook served in a number of roles
with the Company. From December 2010 to September 2011, he
held the position of President, McDonald's Europe, and from
September 2010 to December 2010, he served as Corporate
Executive Vice President and Global Chief Brand Officer. Mr.
Easterbrook served as Chief Executive Officer and President,
McDonald's U.K. from April 2006 to September 2010 and was
given additional responsibility as President, Northern Division,
Europe from January 2007 to September 2010. Except for the
period he was with PizzaExpress and Wagamama, Mr.
Easterbrook has been with the Company for 20 years.
Timothy J. Fenton, 56, is Chief Operating Officer, a position
he has held since July 2012. From January 2005 through June
2012, he held the position of President, McDonald's Asia/Pacific,
Middle East and Africa and he served as President, East Division
for McDonald’s USA from May 2003 to January 2005. Mr. Fenton
has been with the Company for 40 years.
Richard Floersch, 56, is Corporate Executive Vice President
and Chief Human Resources Officer. Mr. Floersch joined the
Company in November 2003. He previously served as Senior Vice
President of Human Resources for Kraft Foods from 1998 through
2003. Mr. Floersch has been with the Company for 10 years.
Douglas M. Goare, 61, is President, McDonald’s Europe, a
position he has held since October 2011. From February 2011
through September 2011, he served as Corporate Executive Vice
President of Supply Chain and Development. From June 2007
through November 2010, he held the position of Corporate Senior
Vice President of Supply Chain. In addition to this role, Mr. Goare
assumed responsibility for Development in December 2010 and
served as Corporate Senior Vice President of Supply Chain and
Development through January 2011. Mr. Goare has been with the
Company for 35 years.
David L. Hoffmann, 46, is President of Asia/Pacific, Middle
East and Africa, a position he has held since July 2012. From
January 2012 through June 2012, he held the position of Senior
Vice President and Restaurant Support Officer for Asia/Pacific,
Middle East and Africa. Prior to that time, he held the position of
Vice President of Strategy, Insights and Development for Asia/
Pacific, Middle East and Africa from May 2011 through December
2011. From November 2008 through April 2011, he held the
position of Executive Vice President of McDonald's Japan. Mr.
Hoffmann has been with the Company for 17 years.
Kenneth M. Koziol, 54, became Corporate Executive Vice
President—Chief Restaurant Officer in February 2013. From July
2006 through January 2013, he held the position of Corporate
Senior Vice President—Innovation. Prior to that time, Mr. Koziol
served as Corporate Vice President Restaurant Solutions Group
Worldwide Innovation from June 2004 to July 2006. Mr. Koziol has
been with the Company for 25 years.
Kevin M. Ozan, 50, is Corporate Senior Vice President–
Controller, a position he has held since February 2008. From
May 2007 through January 2008, he served as Corporate Vice
President—Assistant Controller. Mr. Ozan has been with the
Company for 16 years.
Gloria Santona, 63, is Corporate Executive Vice President,
General Counsel and Secretary, a position she has held since
July 2003. Ms. Santona has been with the Company for 36 years.
Jeffrey P. Stratton, 58, is President, McDonald's USA, a
position he has held since December 2012. He previously served
as Corporate Executive Vice President–Chief Restaurant Officer
from January 2005 through November 2012 and prior to that,
served as U.S. Executive Vice President, Chief Restaurant Officer
from January 2004 through December 2004. Mr. Stratton has
been with the Company for 40 years.
Donald Thompson, 50, is President and Chief Executive
Officer, a position he has held since July 2012. He served as
President and Chief Operating Officer from January 2010 through
June 2012. Mr. Thompson was also elected a Director in January
2011. Prior to that he served as President, McDonald’s USA, from
August 2006 to January 2010, and as Executive Vice President
and Chief Operations Officer for McDonald’s USA from January
2005 to August 2006. Mr. Thompson has been with the Company
for 23 years.
McDonald's Corporation 2013 Annual Report 7
McDonald’s Corporation 2013 Annual Report | 7
PART II
ITEM 5. Market for Registrant’s Common Equity, Related Shareholder Matters and Issuer Purchases of
Equity Securities
MARKET INFORMATION AND DIVIDEND POLICY
The Company’s common stock trades under the symbol MCD and is listed on the New York Stock Exchange in the U.S. The following table
sets forth the common stock price ranges on the New York Stock Exchange and dividends declared per common share:
Dollars per share
Quarter:
First
Second
Third
Fourth
Year
High
Low
2013
Dividend
High
Low
Dividend
2012
99.78
103.70
101.81
99.27
103.70
89.25
95.16
94.01
93.14
89.25
0.77
0.77
1.58 *
3.12
102.22
99.50
94.00
94.16
102.22
95.13
85.92
86.15
83.31
83.31
0.70
0.70
1.47 *
2.87
*
Includes a $0.77 and $0.70 per share dividend declared and paid in third quarter of 2013 and 2012, respectively, and a $0.81 and $0.77 per share dividend
declared in third quarter and paid in fourth quarter of 2013 and 2012, respectively.
The number of shareholders of record and beneficial owners of the Company’s common stock as of January 31, 2014 was estimated to
be 1,824,000.
Given the Company’s returns on equity, incremental invested capital and assets, management believes it is prudent to reinvest in the
business in markets with acceptable returns and/or opportunity for long-term growth and use excess cash flow to return cash to
shareholders through dividends and share repurchases. The Company has paid dividends on common stock for 38 consecutive years
through 2013 and has increased the dividend amount at least once every year. As in the past, future dividend amounts will be considered
after reviewing profitability expectations and financing needs, and will be declared at the discretion of the Company’s Board of Directors.
ISSUER PURCHASES OF EQUITY SECURITIES
The following table presents information related to repurchases of common stock the Company made during the quarter ended
December 31, 2013*:
Period
October 1-31, 2013
November 1-30, 2013
December 1-31, 2013
Total
Total Number of
Shares Purchased
Average Price
Paid per Share
2,203,213
1,360,592
1,840,646
5,404,451
94.81
97.63
95.85
95.88
Total Number of
Shares Purchased as
Part of Publicly
Announced Plans or
Programs(1)
2,203,213
1,360,592
1,840,646
5,404,451
Approximate Dollar
Value of Shares
that May Yet
Be Purchased Under
the Plans or Programs(1)
$ 7,750,841,405
7,618,005,790
7,441,571,916
*
Subject to applicable law, the Company may repurchase shares directly in the open market, in privately negotiated transactions, or pursuant to derivative
instruments and plans complying with Rule 10b5-1, among other types of transactions and arrangements.
(1) On July 19, 2012, the Company's Board of Directors approved a share repurchase program, effective August 1, 2012, that authorizes the purchase of up to
$10 billion of the Company's outstanding common stock with no specified expiration date.
8 McDonald's Corporation 2013 Annual Report
8 | McDonald’s Corporation 2013 Annual Report
ITEM 6. Selected Financial Data
6-Year Summary
Dollars in millions, except per share data
Company-operated sales
Franchised revenues
Total revenues
Operating income
Net income
Cash provided by operations
Cash used for investing activities
Capital expenditures
Cash used for financing activities
Treasury stock purchases(4)
Common stock cash dividends
Financial position at year end:
Total assets
Total debt
Total shareholders’ equity
Shares outstanding in millions
Per common share:
Earnings-diluted
Dividends declared
Market price at year end
Company-operated restaurants
Franchised restaurants
Total Systemwide restaurants
Franchised sales(5)
2013
$18,875
$ 9,231
$28,106
$ 8,764
$ 5,586
$ 7,121
$ 2,674
$ 2,825
$ 4,043
$ 1,810
$ 3,115
$36,626
$14,130
$16,010
990
5.55
$
$
3.12
$ 97.03
6,738
28,691
35,429
$70,251
2012
18,603
8,964
27,567
8,605
5,465
6,966
3,167
3,049
3,850
2,605
2,897
35,386
13,633
15,294
1,003
5.36
2.87
88.21
6,598
27,882
34,480
69,687
2011
18,293
8,713
27,006
8,530
5,503
7,150
2,571
2,730
4,533
3,373
2,610
32,990
12,500
14,390
1,021
5.27
2.53
100.33
6,435
27,075
33,510
67,648
2010
16,233
7,842
24,075
7,473
4,946
6,342
2,056
2,135
3,729
2,648
2,408
31,975
11,505
14,634
1,054
4.58
2.26
76.76
6,399
26,338
32,737
61,147
2008
2009
16,561
15,459
6,961
7,286
23,522
22,745
6,841 (1)
6,443
4,551 (1,2) 4,313
5,751
1,655
1,952
4,421
2,854
2,235
5,917
1,625
2,136
4,115
3,981
1,823
(3)
30,225
10,578
14,034
1,077
28,462
10,218
13,383
1,115
4.11 (1,2)
2.05
62.44
6,262
26,216
32,478
56,928
3.76 (3)
1.63
62.19
6,502
25,465
31,967
54,132
(1)
(2)
(3)
Includes pretax income due to Impairment and other charges (credits), net of $61.1 million ($91.4 million after tax or $0.08 per share) primarily related to the
resolution of certain liabilities retained in connection with the 2007 Latin America developmental license transaction.
Includes income of $58.8 million ($0.05 per share) for gain on sale of investment related to the sale of the Company’s minority ownership interest in Redbox
Automated Retail, LLC.
Includes income of $109.0 million ($0.09 per share) for gain on sale of investment from the sale of the Company’s minority ownership interest in U.K.- based Pret A
Manger.
(4) Represents treasury stock purchases as reflected in Shareholders' equity.
(5) While franchised sales are not recorded as revenues by the Company, management believes they are important in understanding the Company's financial
performance because these sales are the basis on which the Company calculates and records franchised revenues and are indicative of the financial health of the
franchisee base. Franchised restaurants represent more than 80% of McDonald's restaurants worldwide.
McDonald's Corporation 2013 Annual Report 9
McDonald’s Corporation 2013 Annual Report | 9
ITEM 7. Management’s Discussion and Analysis
of Financial Condition and Results of Operations
and financial measures, including comparable sales and
comparable guest count growth, Systemwide sales growth and
returns.
Overview
DESCRIPTION OF THE BUSINESS
The Company franchises and operates McDonald’s restaurants.
Of the 35,429 restaurants in 119 countries at year-end 2013,
28,691 were franchised (including 20,355 franchised to
conventional franchisees, 4,747 licensed to developmental
licensees and 3,589 licensed to foreign affiliates ("affiliates")—
primarily Japan) and 6,738 were operated by the Company. Under
our conventional franchise arrangement, franchisees provide a
portion of the capital required by initially investing in the
equipment, signs, seating and décor of their restaurant business,
and by reinvesting in the business over time. The Company owns
the land and building or secures long-term leases for both
Company-operated and conventional franchised restaurant sites.
This maintains long-term occupancy rights, helps control related
costs and assists in alignment with franchisees. In certain
circumstances, the Company participates in reinvestment for
conventional franchised restaurants. Under our developmental
license arrangement, licensees provide capital for the entire
business, including the real estate interest, and the Company has
no capital invested. In addition, the Company has an equity
investment in a limited number of affiliates that invest in real estate
and operate or franchise restaurants within a market.
We view ourselves primarily as a franchisor and believe
franchising is important to both delivering great, locally-relevant
customer experiences and driving profitability. However, directly
operating restaurants is paramount to being a credible franchisor
and is essential to providing Company personnel with restaurant
operations experience. In our Company-operated restaurants, and
in collaboration with franchisees, we further develop and refine
operating standards, marketing concepts and product and pricing
strategies, so that only those that we believe are most beneficial
are introduced in the restaurants. We continually review, and as
appropriate adjust, our mix of Company-operated and franchised
(conventional franchised, developmental licensed and foreign
affiliated) restaurants to help optimize overall performance.
The Company’s revenues consist of sales by Company-
operated restaurants and fees from restaurants operated by
franchisees. Revenues from conventional franchised restaurants
include rent and royalties based on a percent of sales along with
minimum rent payments, and initial fees. Revenues from
restaurants licensed to affiliates and developmental licensees
include a royalty based on a percent of sales, and generally
include initial fees. Fees vary by type of site, amount of Company
investment, if any, and local business conditions. These fees,
along with occupancy and operating rights, are stipulated in
franchise/license agreements that generally have 20-year terms.
The business is managed as distinct geographic segments.
Significant reportable segments include the United States ("U.S."),
Europe, and Asia/Pacific, Middle East and Africa ("APMEA"). In
addition, throughout this report we present “Other Countries &
Corporate” that includes operations in Canada and Latin America,
as well as Corporate activities. The U.S., Europe and APMEA
segments account for 31%, 40% and 23% of total revenues,
respectively. The United Kingdom ("U.K."), France, Russia and
Germany, collectively, account for 67% of Europe’s revenues; and
China, Australia and Japan (a 50%-owned affiliate accounted for
under the equity method), collectively, account for 54% of
APMEA’s revenues. These seven markets along with the U.S. and
Canada are referred to as “major markets” throughout this report
and comprise 75% of total revenues.
In analyzing business trends, management reviews results on
a constant currency basis and considers a variety of performance
10 McDonald's Corporation 2013 Annual Report
10 | McDonald’s Corporation 2013 Annual Report
Constant currency results exclude the effects of foreign
currency translation and are calculated by translating current
year results at prior year average exchange rates.
Management reviews and analyzes business results in
constant currencies and bases certain incentive
compensation plans on these results because we believe this
better represents the Company’s underlying business trends.
Comparable sales and comparable guest counts are key
performance indicators used within the retail industry and are
indicative of the impact of the Company’s initiatives as well
as local economic and consumer trends. Increases or
decreases in comparable sales and comparable guest
counts represent the percent change in sales and
transactions, respectively, from the same period in the prior
year for all restaurants, whether operated by the Company or
franchisees, in operation at least thirteen months, including
those temporarily closed. Some of the reasons restaurants
may be temporarily closed include reimaging or remodeling,
rebuilding, road construction and natural disasters.
Comparable sales exclude the impact of currency translation.
Comparable sales are driven by changes in guest counts and
average check, which is affected by changes in pricing and
product mix. Generally, pricing has a greater impact on
average check than product mix. The goal is to achieve a
balanced contribution from both guest counts and average
check.
McDonald’s reports on a calendar basis and therefore
the comparability of the same month, quarter and year with
the corresponding period of the prior year will be impacted by
the mix of days. The number of weekdays and weekend days
in a given timeframe can have a positive or negative impact
on comparable sales and guest counts. The Company refers
to these impacts as calendar shift/trading day adjustments. In
addition, the timing of holidays can impact comparable sales
and guest counts. These impacts vary geographically due to
consumer spending patterns and have a more pronounced
effect on monthly comparable sales and guest counts while
the annual impacts are typically minimal.
Systemwide sales include sales at all restaurants. While
franchised sales are not recorded as revenues by the
Company, management believes the information is important
in understanding the Company’s financial performance
because these sales are the basis on which the Company
calculates and records franchised revenues and are
indicative of the financial health of the franchisee base.
Return on incremental invested capital ("ROIIC") is a
measure reviewed by management over one-year and three-
year time periods to evaluate the overall profitability of the
business units, the effectiveness of capital deployed and the
future allocation of capital. The return is calculated by
dividing the change in operating income plus depreciation
and amortization (numerator) by the cash used for investing
activities (denominator), primarily capital expenditures. The
calculation uses a constant average foreign exchange rate
over the periods included in the calculation.
STRATEGIC DIRECTION AND FINANCIAL PERFORMANCE
The strength of the alignment among the Company, its franchisees
and suppliers (collectively referred to as the "System") has been
key to McDonald's success. By leveraging our System, we are
able to identify, implement and scale ideas that meet customers'
changing needs and preferences. In addition, our business model
enables McDonald's to consistently deliver locally-relevant
restaurant experiences to customers and be an integral part of the
communities we serve.
McDonald's customer-focused Plan to Win ("Plan") provides a
common framework that aligns our global business and allows for
local adaptation. We continue to focus on our three global growth
priorities of optimizing our menu, modernizing the customer
experience, and broadening accessibility to Brand McDonald's
within the framework of our Plan. Our initiatives support these
priorities, and are executed with a focus on the Plan's five pillars -
People, Products, Place, Price and Promotion - to enhance our
customers' experience and build shareholder value over the long
term. We believe these priorities align with our customers' evolving
needs, and - combined with our competitive advantages of
convenience, menu variety, geographic diversification and System
alignment - will drive long-term sustainable growth.
To measure our performance as we strive to build the
business, we have the following long-term, average annual
constant currency financial targets:
Systemwide sales growth of 3% to 5%;
Operating income growth of 6% to 7%;
ROIIC in the high teens.
In 2013, Systemwide sales growth was 1% (3% in constant
currencies), operating income growth was 2% (3% in constant
currencies), one-year ROIIC was 11.4% and three-year ROIIC was
20.2% (see reconciliation on page 23). Our operating income
growth and returns fell below our long-term financial targets,
reflecting the impact of soft comparable sales performance. In our
heavily franchised business model, growing comparable sales is
important to increasing operating income and returns.
In 2013, our comparable sales increased 0.2%, reflecting
higher average check and negative comparable guest counts of
1.9%. Challenging conditions, including a flat or contracting
informal eating out (“IEO”) segment in most major markets,
heightened competitive activity and consumer price sensitivity,
continued to pressure performance. Furthermore, McDonald’s
customer-facing initiatives did not generate the comparable sales
lift or customer visits necessary to overcome these headwinds.
In 2014, we do not expect significant changes in market
dynamics given modest growth projections for the IEO segment.
However, we continue to believe that our targets remain
achievable over the long term.
The following is a summary of our 2013 sales performance
and our initiatives within the three global growth priorities by major
segment.
U.S.
In the U.S., comparable sales declined 0.2% and comparable
guest counts declined 1.6%. Guest visits were down as initiatives
did not resonate as strongly as expected with customers amid a
sluggish IEO segment and heightened competitive activity.
The U.S. introduced a number of significant new products
(such as Premium McWraps, Egg White Delight McMuffins and an
extended line-up of Quarter Pounder Burgers) and featured new
limited-time food and beverage options to enhance the relevance
of its product offerings.
Modernizing the customer experience continued through our
reimaging program. During 2013, we completed about 700
restaurant reimages, of which the majority added drive-thru
capacity. Currently, 45% of our restaurant interiors and exteriors
reflect our contemporary restaurant design.
We broadened accessibility by opening 225 new restaurants,
extending hours in more restaurants, and improving the efficiency
of our drive-thru service with side-by-side or tandem ordering, and
hand-held order taking. More than half of our restaurants now use
one of these multiple order points to maximize drive-thru capacity.
In addition, the U.S. evolved its value proposition with the recent
introduction of Dollar Menu & More, which is intended to offer
value and variety to our customers at various price points.
Europe
In Europe, comparable sales were flat, while comparable guest
counts declined 1.5%, as persistently low consumer confidence
continued to negatively affect the IEO segment. Comparable sales
results reflected positive performance in the U.K. and Russia,
which were mostly offset by weak performance in Germany, where
we are working on rebuilding brand relevance to address the
current negative guest count trend.
In 2013, we remained focused on growing the business by
emphasizing value menu enhancements, premium menu
additions, limited-time offers and expansion of the breakfast
daypart. We also successfully launched blended ice beverages in
the U.K., which positively contributed to results.
In order to continue providing a relevant, contemporary
customer experience, Europe completed about 470 restaurant
reimages during the year. By the end of 2013, nearly 100% of
restaurant interiors and 80% of exteriors were modernized.
We increased our accessibility and convenience by opening
312 new restaurants, extending operating hours and optimizing
our drive-thrus. We enhanced our value offerings in certain
markets with multiple pricing tiers across our menu to appeal to a
broad range of customers. For example, in France we launched
the Casse-Croûte, a two-item meal for 4.50 Euro, which positively
contributed to recent results in that market.
APMEA
In APMEA, comparable sales declined 1.9% and comparable
guest counts declined 3.8%. Our three largest markets
experienced negative comparable sales, with Japan having the
most significant impact. Though the challenges differ across the
segment, overall performance was pressured amid slower
economic growth, a highly competitive environment focused
primarily on value, and issues such as Avian influenza in a few
markets. In addition, softer than expected performance of new
products and promotions did not overcome negative guest count
trends.
Throughout the segment, we focused on accelerating growth
across all dayparts, with particular emphasis on dinner and the
expansion of breakfast. APMEA held a National Breakfast Day,
during which five thousand restaurants gave away five million Egg
McMuffins to promote breakfast in the segment. We were also
committed to enhancing local relevance with consumers, by
balancing our global core menu with locally-relevant food and
beverage choices, which included new flavor profiles designed to
match local tastes.
We continued to make progress in our reimaging program,
completing about 240 restaurant reimages during the year. By the
end of 2013, over 65% of restaurant interiors and over 55% of
exteriors were modernized.
We opened 731 new restaurants, including 275 in China. We
deployed our convenience initiatives to more restaurants,
including dessert kiosks, delivery service, drive-thrus and
extended hours. In addition, we continued to evolve our everyday
value platform by including more affordable menu options and
promotional offers across dayparts and price points.
McDonald's Corporation 2013 Annual Report 11
McDonald’s Corporation 2013 Annual Report | 11
Consolidated Operating Results
Globally, our approach to offering variety and value across the
menu to our customers is complemented by a focus on driving
operating efficiencies, and leveraging our scale and supply chain
infrastructure to manage costs. In 2013, we maintained a full-year
combined operating margin of 31.2%, as we grew revenues 2%
and managed our expenses.
We continued our long-standing commitment to fiscal
discipline and maintained a strong financial foundation. Cash from
operations benefits from our heavily franchised business model as
the rent and royalty income we receive from franchisees provides
a stable revenue stream that has relatively low costs. In addition,
the franchise business model is less capital intensive than the
Company-owned model. We believe locally-owned and operated
restaurants are important to McDonald's being not just a global
brand, but also a locally-relevant one.
In 2013, cash from operations was $7.1 billion. Our
substantial cash flow, strong credit rating and continued access to
credit provided us flexibility to fund capital expenditures as well as
return cash to shareholders. Capital expenditures of approximately
$2.8 billion were invested in our business, of which more than half
was devoted to new restaurant openings and the remainder was
reinvested in our existing restaurants. Across the System, 1,438
restaurants were opened and over 1,500 existing locations were
reimaged.
We continued to return all free cash flow (cash from
operations less capital expenditures) to shareholders, and in 2013
returned $4.9 billion to shareholders consisting of $3.1 billion in
dividends and $1.8 billion in share repurchases.
RESULTS FROM THE YEAR:
Global comparable sales increased 0.2% and comparable
guest counts declined 1.9%.
Consolidated revenues increased 2% (2% in constant
currencies).
Consolidated operating income increased 2% (3% in
constant currencies).
Diluted earnings per share was $5.55, an increase of 4%
(4% in constant currencies).
Cash provided by operations was $7.1 billion.
One-year ROIIC was 11.4% and three-year ROIIC was
20.2% for the period ended December 31, 2013.
The Company increased the quarterly cash dividend per
share 5% to $0.81 for the fourth quarter, equivalent to an
annual dividend of $3.24 per share.
The Company returned $4.9 billion to shareholders through
dividends and share repurchases.
OUTLOOK FOR 2014
We are focused on delivering great-tasting, high-quality, affordable
food and beverages and an exceptional experience for our
customers. By leveraging our competitive advantages, we are
well-positioned to pursue the long-term opportunities that exist in
the over $1 trillion IEO segment.
We do not expect significant changes in market dynamics in
2014 given modest growth projections for the IEO segment. We
will remain focused on matters within our control, with the
customer as our first priority. We plan to strengthen our
relationship with the customer through better restaurant execution
and by further leveraging consumer insights in our efforts to
optimize current initiatives for greater relevance and broader
consumer reach.
12 McDonald's Corporation 2013 Annual Report
12 | McDonald’s Corporation 2013 Annual Report
We remain committed to adapting to keep pace with evolving
customer needs and investing today to meet future demand. In
addition, we are prioritizing our near-term efforts on improving
performance in key opportunity markets that are significant
contributors to consolidated results. These include Germany,
Japan and the U.S., which have experienced weak or negative
performance.
We will continue to execute against our three global growth
priorities to optimize our menu, modernize the customer
experience and broaden accessibility to Brand McDonald’s.
Our focus will be on our core classics, as well as menu items
in the beef, chicken, breakfast and beverages categories, where
we believe there is the most growth opportunity relative to other
categories in the industry. In addition, we plan to introduce new
ingredients and greater choice to broaden the appeal of our menu.
We will enhance the customer experience by continuing to
reimage our building interiors and exteriors, expand our service
offerings and develop our digital strategies. At the same time, we
remain committed to Quality, Service and Cleanliness, which is
foundational to everything we do in the restaurants.
To broaden our accessibility, we plan to expand through
geographically diversified new restaurant development, extend
hours in more restaurants, improve the efficiency of our drive-thrus
and provide more delivery service and dessert kiosks. In addition,
we will continue to evolve our value platform, offering more
choices at every price tier.
Furthermore, McDonald’s is committed to growing our
business sustainably and making a positive difference in society.
Our key areas of focus include improving customer perceptions of
our food, sustainable sourcing, providing job opportunities and
training for our people, developing environmentally efficient
restaurants and having a positive impact in the communities we
serve.
U.S.
In 2014, the U.S. will make adjustments designed to regain
momentum, including providing greater customer relevance and
better restaurant execution. Our 2014 menu strategies better
balance affordability, core products, new choices and limited-time
offers. We will also adjust the pace of product introductions to
improve restaurant operations and marketing execution in order to
provide a better customer experience. These initiatives are
complemented by a consistent focus on core equities, such as
breakfast. We will enhance the breakfast experience by
emphasizing coffee through high-quality McCafé products paired
with delicious foods - both existing and new. Bold new flavor
extensions will be introduced to build upon our core and lay the
groundwork for future innovations. We plan to open about 250
new restaurants and to continue our reimaging program by
updating approximately 300 existing restaurants in 2014, a slightly
slower pace as we prioritize other kitchen investments.
Europe
In Europe, we plan to optimize the menu through value menu
enhancements, premium menu additions and limited-time offers,
and will continue to expand the breakfast daypart by leveraging
our strong foundation in coffee. In addition, following the U.K.’s
successful rollout of McCafé smoothies and frappés, we anticipate
about 4,500 restaurants in Europe will have the blended-ice
platform by the end of 2014.
To modernize the way we interact with our customers, we
plan to leverage the use of technology, such as self-order kiosks
and mobile and web ordering. We will focus on broadening
accessibility by continuing to extend operating hours, optimizing
drive-thrus, and expanding everyday value platforms. We plan to
open over 300 new restaurants and reimage approximately 400
existing restaurants in 2014.
APMEA
In 2014, APMEA’s growth opportunities include menu variety,
convenience, value evolution and restaurant expansion. We will
balance core and limited-time offers and execute a series of
exciting food events. APMEA will shift existing value platforms
toward more compelling offers that resonate with customers and
generate incremental visits, including “mid-tier” options to fill the
gap between entry-level options and Extra Value Meals. Our
efforts around reimaging will continue as we expect to modernize
approximately 400 existing restaurants. Our plan is to open
around 800 new restaurants, with about 300 expected in China. In
addition, we will evolve our franchising strategy to include more
conventional franchisees and developmental licensees, enabling
an increased pace of development and enhanced profitability.
Consolidated
In making capital allocation decisions, our goal is to make
investments that elevate the McDonald's experience and drive
sustainable long-term growth in sales and market share. We focus
on markets that generate strong returns or have opportunities for
long-term growth. We remain committed to returning all of our free
cash flow (cash from operations less capital expenditures) to
shareholders over the long-term via dividends and share
repurchases.
McDonald's does not provide specific guidance on diluted
earnings per share. The following information is provided to assist
in forecasting the Company's future results:
Changes in Systemwide sales are driven by comparable
sales and net restaurant unit expansion. The Company
expects net restaurant additions to add approximately 2.5
percentage points to 2014 Systemwide sales growth (in
constant currencies), most of which will be due to the 949 net
restaurants (1,098 net traditional openings less 149 net
satellite closings) added in 2013.
The Company does not generally provide specific guidance
on changes in comparable sales. However, as a perspective,
assuming no change in cost structure, a 1 percentage point
change in comparable sales for either the U.S. or Europe
would change annual diluted earnings per share by about 4
cents.
With about 75% of McDonald's grocery bill comprised of 10
different commodities, a basket of goods approach is the
most comprehensive way to look at the Company's
commodity costs. For the full year 2014, the total basket of
goods cost is expected to increase 1.0-2.0% in the U.S. and
Europe.
The Company expects full-year 2014 selling, general and
administrative expenses to increase approximately 8% in
constant currencies, with fluctuations expected between the
quarters. The increase is primarily due to the impact of
below target 2013 incentive-based compensation, expenses
associated with our Worldwide Owner/Operator Convention
and sponsorship of the Winter Olympic games, and costs
related to other initiatives.
Based on current interest and foreign currency exchange
rates, the Company expects interest expense for the full year
2014 to increase approximately 5-7% compared with 2013.
A significant part of the Company's operating income is
generated outside the U.S., and about 40% of its total debt is
denominated in foreign currencies. Accordingly, earnings are
affected by changes in foreign currency exchange rates,
particularly the Euro, British Pound, Australian Dollar and
Canadian Dollar. Collectively, these currencies represent
approximately 65% of the Company's operating income
outside the U.S. If all four of these currencies moved by 10%
in the same direction, the Company's annual diluted earnings
per share would change by about 25 cents.
The Company expects the effective income tax rate for the
full-year 2014 to be 31% to 33%. Some volatility may be
experienced between the quarters resulting in a quarterly tax
rate that is outside the annual range.
The Company expects capital expenditures for 2014 to be
between $2.9 - $3.0 billion. Over half of this amount will be
used to open new restaurants. The Company expects to
open about 1,500 - 1,600 restaurants including about 500
restaurants in affiliated and developmental licensee markets,
such as Japan and Latin America, where the Company does
not fund any capital expenditures. The Company expects net
additions of between 1,000 - 1,100 restaurants. The
remaining capital will be used to reinvest in existing
locations, in part through reimaging. Over 1,000 restaurants
worldwide are expected to be reimaged, including locations
in affiliated and developmental licensee markets that require
no capital investment from the Company.
The Company expects to return approximately $5 billion to
shareholders through dividends and share repurchases in
2014.
McDonald's Corporation 2013 Annual Report 13
McDonald’s Corporation 2013 Annual Report | 13
Consolidated Operating Results
Operating results
Dollars and shares in millions, except per share data
Revenues
Sales by Company-operated restaurants
Revenues from franchised restaurants
Total revenues
Operating costs and expenses
Company-operated restaurant expenses
Franchised restaurants-occupancy expenses
Selling, general & administrative expenses
Other operating (income) expense, net
Total operating costs and expenses
Operating income
Interest expense
Nonoperating (income) expense, net
Income before provision for income taxes
Provision for income taxes
Net income
Earnings per common share—diluted
Weighted-average common shares outstanding—
diluted
n/m Not meaningful
2013
Increase/
(decrease)
1%
3
2
2
6
(3)
(2)
2
2
1
n/m
2
0
2%
4%
Amount
$18,875
9,231
28,106
15,579
1,624
2,386
(247)
19,342
8,764
522
38
8,204
2,618
$ 5,586
5.55
$
Amount
$18,603
8,964
27,567
15,224
1,527
2,455
(244)
18,962
8,605
517
9
8,079
2,614
$ 5,465
5.36
$
1,006.0
(1%)
1,020.2
2012
Increase/
(decrease)
2%
3
2
3
3
3
(3)
3
1
5
(64)
1
4
(1%)
2%
(2%)
2011
Amount
$18,293
8,713
27,006
14,838
1,481
2,394
(237)
18,476
8,530
493
25
8,012
2,509
$ 5,503
5.27
$
1,044.9
IMPACT OF FOREIGN CURRENCY TRANSLATION ON REPORTED RESULTS
While changes in foreign currency exchange rates affect reported results, McDonald’s mitigates exposures, where practical, by purchasing
goods and services in local currencies, financing in local currencies and hedging certain foreign-denominated cash flows.
In 2013, foreign currency translation had a negative impact on consolidated operating results due to the weaker Australian Dollar,
Japanese Yen and many other foreign currencies, partly offset by the stronger Euro. In 2012, foreign currency translation had a negative
impact on consolidated operating results primarily due to the weaker Euro, along with most other currencies. In 2011, foreign currency
translation had a positive impact on consolidated operating results driven by the stronger Euro and Australian Dollar, as well as most other
currencies.
Impact of foreign currency translation on reported results
In millions, except per share data
Revenues
Company-operated margins
Franchised margins
Selling, general & administrative expenses
Operating income
Net income
Earnings per common share—diluted
2013
$ 28,106
3,296
7,607
2,386
8,764
5,586
5.55
Reported amount
2012
$ 27,567
3,379
7,437
2,455
8,605
5,465
5.36
2011
$ 27,006
3,455
7,232
2,394
8,530
5,503
5.27
Currency translation
benefit/(cost)
2011
$ 944
134
213
(55)
301
195
0.19
2012
$ (726)
(97)
(204)
40
(261)
(178)
(0.17)
2013
$ (29)
(7)
(43)
(5)
(66)
(52)
(0.05)
14 McDonald's Corporation 2013 Annual Report
14 | McDonald’s Corporation 2013 Annual Report
NET INCOME AND DILUTED EARNINGS PER COMMON SHARE
In 2013, net income increased 2% (3% in constant currencies) to
$5.6 billion and diluted earnings per common share increased 4%
(4% in constant currencies) to $5.55. Foreign currency translation
had a negative impact of $0.05 on diluted earnings per share. Net
income and diluted earnings per share growth in constant
currencies were positively impacted by higher franchised margin
dollars, and to a lesser extent, lower selling, general and
administrative expenses. This was partly offset by lower
Company-operated margin dollars. A decrease in diluted weighted
average shares outstanding also contributed to the diluted
earnings per share growth in 2013.
In 2012, net income decreased 1% (increased 3% in constant
currencies) to $5.5 billion and diluted earnings per common share
increased 2% (5% in constant currencies) to $5.36. Foreign
currency translation had a negative impact of $0.17 on diluted
earnings per share. Net income and diluted earnings per share
growth in constant currencies were positively impacted by growth
in franchised margin dollars, partly offset by a higher effective
income tax rate and higher selling, general and administrative
expenses. A decrease in diluted weighted average shares
outstanding also contributed to the diluted earnings per share
growth in 2012.
The Company repurchased 18.7 million shares of its stock for
$1.8 billion in 2013 and 28.1 million shares of its stock for $2.6
billion in 2012, driving reductions in weighted-average shares
outstanding on a diluted basis in both periods.
REVENUES
The Company’s revenues consist of sales by Company-operated restaurants and fees from restaurants operated by franchisees. Revenues
from conventional franchised restaurants include rent and royalties based on a percent of sales, minimum rent payments and initial fees.
Revenues from franchised restaurants that are licensed to foreign affiliates and developmental licensees include a royalty based on a
percent of sales, and generally include initial fees.
In 2013, constant currency revenue growth was due to expansion. Weak comparable sales reflected a muted response to customer-
facing initiatives amid a highly competitive and sluggish IEO segment across many markets. In 2012, constant currency revenue growth was
driven primarily by positive comparable sales as well as expansion.
Revenues
Dollars in millions
Company-operated sales:
U.S.
Europe
APMEA
Other Countries & Corporate
Total
Franchised revenues:
U.S.
Europe
APMEA
Other Countries & Corporate
Total
Total revenues:
U.S.
Europe
APMEA
Other Countries & Corporate
Total
Amount
Increase/(decrease)
Increase/(decrease)
excluding currency
translation
2013
2012
2011
2013
2012
2013
2012
$ 4,512
8,138
5,425
800
$18,875
$ 4,339
3,162
1,052
678
$ 9,231
$ 8,851
11,300
6,477
1,478
$28,106
$ 4,530
7,850
5,350
873
$18,603
$ 4,284
2,977
1,041
662
$ 8,964
$ 8,814
10,827
6,391
1,535
$27,567
$ 4,433
7,852
5,061
947
$18,293
$ 4,096
3,034
958
625
$ 8,713
$ 8,529
10,886
6,019
1,572
$27,006
0%
4
1
(8)
1%
1%
6
1
2
3%
0%
4
1
(4)
2%
2%
0
6
(8)
2%
5%
(2)
9
6
3%
3%
(1)
6
(2)
2%
0%
3
2
(6)
1%
1%
4
8
8
3%
0%
3
3
0
2%
2%
6
5
(7)
4%
5%
5
9
11
6%
3%
6
6
0
5%
In the U.S., revenues were relatively flat in 2013 as the
positive impact of expansion was offset by negative comparable
sales, reflecting initiatives that did not resonate as strongly as
expected with customers. Revenues increased in 2012 primarily
due to positive comparable sales, reflecting everyday value
offerings, menu variety and the enhanced customer experience
due to reimaging, despite broad competitive activity.
Europe's constant currency increase in revenues in 2013
benefited from expansion, primarily in Russia (which is almost
entirely Company-operated), and positive comparable sales
performance in the U.K. and Russia, the segment's two largest
Company-operated restaurant markets, partly offset by negative
results in Germany. The 2012 increase was primarily driven by
positive comparable sales in the U.K. and Russia, as well as
expansion in Russia.
In APMEA, the constant currency increase in revenues in
2013 was driven by expansion in China and other markets, partly
offset by negative comparable sales, primarily in China (which is
mostly Company-operated). The constant currency increase in
revenues in 2012 was primarily driven by positive comparable
sales in China, Australia and many other markets, as well as
expansion, primarily in China.
McDonald's Corporation 2013 Annual Report 15
McDonald’s Corporation 2013 Annual Report | 15
The following tables present comparable sales, comparable guest counts and Systemwide sales increases/(decreases):
Comparable sales and guest count increases/(decreases)
U.S.
Europe
APMEA
Other Countries & Corporate
Total
2013
Guest
Counts
(1.6%)
(1.5)
(3.8)
0.4
(1.9%)
Sales
(0.2%)
0.0
(1.9)
7.0
0.2%
2012
Guest
Counts
1.9%
(0.5)
2.2
3.0
1.6%
Sales
3.3%
2.4
1.4
7.7
3.1%
2011
Guest
Counts
3.3%
3.4
4.3
4.5
3.7%
Sales
4.8%
5.9
4.7
10.1
5.6%
In 2013, comparable guest count performance declined 1.9%. Germany was the main contributor to the decline in Europe and Japan
accounted for half of the decline in APMEA.
Systemwide sales increases/(decreases)
U.S.
Europe
APMEA
Other Countries & Corporate
Total
2013
1%
5
(5)
3
1%
2012
4%
(2)
5
4
3%
Excluding currency
translation
2012
4%
5
6
10
2013
1%
3
3
10
3%
5%
Franchised sales are not recorded as revenues by the Company, but are the basis on which the Company calculates and records
franchised revenues and are indicative of the financial health of the franchisee base. The following table presents franchised sales and the
related increases/(decreases):
Franchised sales
Dollars in millions
U.S.
Europe
APMEA
Other Countries & Corporate
Total
RESTAURANT MARGINS
Franchised margins
Franchised margin dollars represent revenues from franchised
restaurants less the Company’s occupancy costs (rent and
depreciation) associated with those sites. Franchised margin
dollars represented about two-thirds of the combined restaurant
margins in 2013, 2012 and 2011. Franchised margin dollars
increased $170 million or 2% (3% in constant currencies) in 2013
primarily due to expansion and increased $205 million or 3% (6%
in constant currencies) in 2012 primarily driven by positive
comparable sales.
16 McDonald's Corporation 2013 Annual Report
16 | McDonald’s Corporation 2013 Annual Report
2013
$31,344
17,737
12,759
8,411
$70,251
2012
$31,063
16,857
13,723
8,044
$69,687
Amount
2011
$29,739
17,243
13,041
7,625
$67,648
Increase/(decrease)
Increase excluding
currency translation
2013
1%
5
(7)
5
1%
2012
4%
(2)
5
5
3%
2013
1%
3
4
12
3%
2012
4%
5
6
12
6%
Franchised margins
In millions
U.S.
Europe
APMEA
Other Countries & Corporate
Total
Percent of revenues
U.S.
Europe
APMEA
Other Countries & Corporate
Total
2013
$ 3,626
2,475
923
583
$ 7,607
2012
$ 3,594
2,352
924
567
$ 7,437
2011
$ 3,436
2,400
858
538
$ 7,232
83.6%
78.3
87.7
86.0
82.4%
83.9%
79.0
88.8
85.6
83.0%
83.9%
79.1
89.5
86.1
83.0%
In the U.S., the franchised margin percent decreased in 2013
due to higher depreciation related to reimaging and weak
comparable sales. The franchised margin percent was flat in 2012
as positive comparable sales performance was offset by higher
depreciation related to reimaging.
In Europe, the franchised margin percent decreased in 2013
due to higher rent expense in many markets and weak
comparable sales primarily due to Germany. The decrease in 2012
reflected positive comparable sales and higher occupancy costs.
In APMEA, the franchised margin percent decreased in 2013
partly due to Japan's negative sales performance and the impact
of the weaker Yen, which reduced its contribution to the segment's
margin percent. In addition, the segment was negatively impacted
by a decline in Australia's results. The decrease in 2012 was
primarily due to Australia.
The franchised margin percent in APMEA and Other
Countries & Corporate is higher relative to the U.S. and Europe
due to a larger proportion of developmental licensed and/or
affiliated restaurants where the Company receives royalty income
with no corresponding occupancy costs.
Company-operated margins
Company-operated margin dollars represent sales by Company-
operated restaurants less the operating costs of these restaurants.
Company-operated margin dollars decreased $83 million or 2%
(2% in constant currencies) in 2013, and decreased $76 million or
2% (increased 1% in constant currencies) in 2012.
In 2013, Company-operated margin dollars reflected weak
comparable sales in many markets, which impacted our ability to
overcome cost pressures. On a constant currency basis, the
decrease in Company-operated margin dollars was primarily due
to APMEA and the U.S., partly offset by positive performance in
Europe.
In 2012, Company-operated margin dollars were negatively
impacted by foreign currency translation of $97 million, primarily in
Europe. On a constant currency basis, the increase in Company-
operated margin dollars was due to positive performance in
Europe, offset by lower results in APMEA and the U.S. as positive
comparable sales were more than offset by higher costs.
Company-operated margins
In millions
U.S.
Europe
APMEA
Other Countries & Corporate
Total
Percent of sales
U.S.
Europe
APMEA
Other Countries & Corporate
Total
2013
$ 830
1,566
771
129
$ 3,296
2012
$ 883
1,501
849
146
$ 3,379
2011
$ 914
1,514
876
151
$ 3,455
18.4%
19.2
14.2
16.0
17.5%
19.5%
19.1
15.9
16.8
18.2%
20.6%
19.3
17.3
16.0
18.9%
In the U.S., the Company-operated margin percent decreased
in 2013 primarily due to higher labor, commodity costs and other
operating costs. The margin percent decreased in 2012 primarily
due to higher commodity and labor costs, partly offset by positive
comparable sales.
Europe’s Company-operated margin percent increased in
2013 due to the positive impact of sales performance in Russia,
the U.K. and France, mostly offset by higher commodity and
occupancy costs. The margin percent decreased in 2012 primarily
due to higher labor and commodity costs across several markets,
despite positive comparable sales in Russia and the U.K.
In APMEA, the Company-operated margin percent in 2013
decreased primarily due to higher labor, occupancy and other
costs, and negative comparable guest counts, partly offset by a
higher average check. The margin percent decreased in 2012
primarily due to higher labor and occupancy costs, partly offset by
positive comparable sales. New restaurant openings, mainly in
China, negatively impacted the margin percent in both periods.
Similar to other markets, new restaurants in China initially open
with lower margins that grow over time.
SELLING, GENERAL & ADMINISTRATIVE EXPENSES
Consolidated selling, general and administrative expenses decreased 3% (3% in constant currencies) in 2013 and increased 3% (4% in
constant currencies) in 2012. The 2013 decrease was due to lower incentive-based compensation, partly offset by higher employee costs.
The comparison to costs related to the 2012 London Olympics sponsorship and the 2012 Worldwide Owner/Operator Convention also
contributed to the decrease in 2013, as well as the increase in 2012. The growth in 2012 was also due to higher employee and technology-
related costs, partly offset by lower incentive-based compensation.
Selling, general & administrative expenses
Dollars in millions
U.S.
Europe
APMEA
Other Countries & Corporate(1)
Total
2013
$ 740
703
355
588
$ 2,386
2012
$ 782
695
353
625
$ 2,455
Amount
2011
$ 779
699
341
575
$ 2,394
Increase/(decrease)
2013
(5%)
1
1
(6)
(3%)
2012
0%
(1)
4
9
3%
Increase/(decrease)
excluding currency
translation
2012
0%
5
3
9
4%
2013
(5%)
0
1
(6)
(3%)
(1)
Included in Other Countries & Corporate are home office support costs in areas such as facilities, finance, human resources, information technology, legal,
marketing, restaurant operations, supply chain and training.
Selling, general and administrative expenses as a percent of revenues were 8.5% in 2013 and 8.9% in 2012 and 2011. Selling,
general and administrative expenses as a percent of Systemwide sales were 2.7% in 2013 and 2.8% in 2012 and 2011. Management
believes that analyzing selling, general and administrative expenses as a percent of Systemwide sales, as well as revenues, is meaningful
because these costs are incurred to support the overall McDonald's business.
McDonald's Corporation 2013 Annual Report 17
McDonald’s Corporation 2013 Annual Report | 17
OTHER OPERATING (INCOME) EXPENSE, NET
Equity in earnings of unconsolidated affiliates
Other operating (income) expense, net
In millions
Gains on sales of restaurant
businesses
Equity in earnings of unconsolidated
affiliates
Asset dispositions and other expense
Total
2013
2012
2011
$ (199) $ (152) $ (82)
(78)
30
(178)
23
$ (247) $ (244) $ (237)
(144)
52
Gains on sales of restaurant businesses
The Company’s purchases and sales of businesses with its
franchisees are aimed at achieving an optimal ownership mix in
each market. Resulting gains or losses on sales of restaurant
businesses are recorded in operating income because these
transactions are a recurring part of our business. Gains on sales
of restaurant businesses increased in 2013 due primarily to more
stores sold in Australia. The increase in 2012 was due primarily to
sales of restaurants in China to developmental licensees, as well
as sales of restaurants in Europe and Canada.
Unconsolidated affiliates and partnerships are businesses in which
the Company actively participates, but does not control. The
Company records equity in earnings from these entities
representing McDonald’s share of results. For foreign affiliated
markets—primarily Japan—results are reported after interest
expense and income taxes. McDonald’s share of results for
partnerships in certain consolidated markets such as the U.S. is
reported before income taxes. These partnership restaurants are
operated under conventional franchise arrangements and,
therefore, are classified as conventional franchised restaurants.
Equity in earnings of unconsolidated affiliates decreased in 2013
and 2012 due to lower operating results, primarily in Japan.
Asset dispositions and other expense
Asset dispositions and other expense consists of gains or losses
on excess property and other asset dispositions, provisions for
restaurant closings and uncollectible receivables, asset write-offs
due to restaurant reinvestment, and other miscellaneous income
and expenses. Asset dispositions and other expense decreased in
2013 due to the favorable resolution of certain liabilities and lower
asset retirements, partly offset by lower gains on property sales
and unconsolidated partnership dissolutions. The increase in 2012
was primarily due to lower gains on unconsolidated partnership
dissolutions in the U.S.
OPERATING INCOME
Operating income
Dollars in millions
U.S.
Europe
APMEA
Other Countries & Corporate
Total
2013
$3,779
3,371
1,480
134
$8,764
2012
$3,751
3,196
1,566
92
$8,605
Amount
2011
$3,666
3,227
1,526
111
$8,530
Increase/(decrease)
Increase excluding
currency translation
2013
2012
2013
2012
1%
5
(6)
46
2%
2%
(1)
3
(17)
1%
1%
4
0
86
3%
2%
6
3
9
4%
In the U.S., results for 2013 increased due to lower selling,
general and administrative expenses and higher franchised
margin dollars, partly offset by lower Company-operated margin
dollars. Results for 2012 increased due to higher franchised
margin dollars, partly offset by lower other operating income and
Company-operated margin dollars.
In Europe, results for 2013 and 2012 were driven by higher
franchised and Company-operated margin dollars. Results in 2012
also benefited from higher gains on sales of restaurants, partly
offset by incremental selling, general and administrative expenses
related to the 2012 London Olympics.
In APMEA, results for 2013 reflected higher franchised margin
dollars, mostly offset by lower Company-operated margin dollars.
Results for 2012 increased primarily due to higher franchised
margin dollars and gains on sales of restaurants in China to
developmental licensees, partly offset by lower Company-operated
margin dollars and lower operating results in Japan.
Combined operating margin
Combined operating margin is defined as operating income as a
percent of total revenues. Combined operating margin was 31.2%
in 2013 and 2012, and 31.6% in 2011.
18 McDonald's Corporation 2013 Annual Report
18 | McDonald’s Corporation 2013 Annual Report
INTEREST EXPENSE
Interest expense increased 1% and 5% in 2013 and 2012,
respectively, primarily due to higher average debt balances, partly
offset by lower average interest rates.
NONOPERATING (INCOME) EXPENSE, NET
Nonoperating (income) expense, net
In millions
Interest income
Foreign currency and hedging activity
Other expense
Total
2013
$ (15)
8
45
$ 38
2012
$ (28)
9
28
$ 9
2011
$ (39)
9
55
$ 25
Interest income consists primarily of interest earned on short-term
cash investments. Foreign currency and hedging activity includes
net gains or losses on certain hedges that reduce the exposure to
variability on certain intercompany foreign currency cash flow
streams.
PROVISION FOR INCOME TAXES
In 2013, 2012 and 2011, the reported effective income tax rates
were 31.9%, 32.4% and 31.3%, respectively.
In 2013, the effective income tax rate included a tax benefit of
nearly $50 million, reflecting the retroactive impact of certain tax
benefits as a result of the American Taxpayer Relief Act of 2012.
In 2012, the effective income tax rate reflected the negative
impact of certain tax benefits in the U.S. that had expired at
December 31, 2011 and were reinstated retroactively in 2013 as
noted above.
Consolidated net deferred tax liabilities included tax assets,
net of valuation allowance, of $1.5 billion in 2013 and 2012.
Substantially all of the net tax assets are expected to be realized
in the U.S. and other profitable markets.
Cash Flows
The Company generates significant cash from its operations and
has substantial credit availability and capacity to fund operating
and discretionary spending such as capital expenditures, debt
repayments, dividends and share repurchases.
Cash provided by operations totaled $7.1 billion and
exceeded capital expenditures by $4.3 billion in 2013, while cash
provided by operations totaled $7.0 billion and exceeded capital
expenditures by $3.9 billion in 2012. In 2013, cash provided by
operations increased $155 million or 2% compared with 2012
primarily due to increased operating results. In 2012, cash
provided by operations decreased $184 million or 3% compared
with 2011 despite increased operating results, primarily due to
higher income tax payments and the negative impact of foreign
currency translation on operating results.
Cash used for investing activities totaled $2.7 billion in 2013,
a decrease of $493 million compared with 2012. The decrease
primarily reflected lower capital expenditures and a decrease in
other investing activities related to short-term time deposits. Cash
used for investing activities totaled $3.2 billion in 2012, an
increase of $596 million compared with 2011. The increase
primarily reflected higher capital expenditures, an increase in other
investing activities related to short-term time deposits, and lower
proceeds from sales of restaurant businesses.
Cash used for financing activities totaled $4.0 billion in 2013,
an increase of $193 million compared with 2012, primarily due to
lower net debt issuances and higher dividend payments, partly
offset by lower treasury stock purchases. Cash used for financing
activities totaled $3.8 billion in 2012, a decrease of $683 million
compared with 2011, primarily due to lower treasury stock
purchases and higher net debt issuances, partly offset by higher
dividend payments.
The Company’s cash and equivalents balance was $2.8
billion and $2.3 billion at year end 2013 and 2012, respectively.
The Company made a debt repayment of $535 million in January
2014. In addition to cash and equivalents on hand and cash
provided by operations, the Company can meet short-term funding
needs through its continued access to commercial paper
borrowings and line of credit agreements.
RESTAURANT DEVELOPMENT AND CAPITAL EXPENDITURES
In 2013, the Company opened 1,393 traditional restaurants and 45
satellite restaurants (small, limited-menu restaurants for which the
land and building are generally leased), and closed 295 traditional
restaurants and 194 satellite restaurants. In 2012, the Company
opened 1,404 traditional restaurants and 35 satellite restaurants
and closed 269 traditional restaurants and 200 satellite
restaurants. The majority of restaurant openings and closings
occurred in the major markets in both years. The Company closes
restaurants for a variety of reasons, such as existing sales and
profit performance or loss of real estate tenure.
Systemwide restaurants at year end(1)
U.S.
Europe
APMEA
Other Countries & Corporate
Total
2013
14,278
7,602
9,918
3,631
35,429
2012
14,157
7,368
9,454
3,501
34,480
2011
14,098
7,156
8,865
3,391
33,510
(1)
Includes satellite units at December 31, 2013, 2012 and 2011, as follows:
U.S.—973, 997, 1,084; Europe—261, 246, 240; APMEA (primarily Japan)
—733, 871, 949; Other Countries & Corporate—451, 453, 459.
Approximately 70% of Company-operated restaurants and
75% of franchised restaurants were located in the major markets
at the end of 2013. Over 80% of the restaurants at year-end 2013
were franchised.
McDonald's Corporation 2013 Annual Report 19
McDonald’s Corporation 2013 Annual Report | 19
Capital expenditures decreased $224 million or 7% in 2013,
primarily due to lower reinvestment in existing restaurants, partly
offset by higher investment in new restaurants. Capital
expenditures increased $319 million or 12% in 2012, primarily due
to higher reinvestment in existing restaurants and higher
investment in new restaurants. In 2013, the lower reinvestment
primarily reflected fewer planned reimages. In both years, the
increase related to new restaurants reflected our commitment to
broaden accessibility to our brand.
Capital expenditures invested in major markets, excluding
Japan, represented over 70% of the total in 2013, 2012 and 2011.
Japan is accounted for under the equity method, and accordingly
its capital expenditures are not included in consolidated amounts.
Capital expenditures
In millions
New restaurants
Existing restaurants
Other(1)
Total capital expenditures
Total assets
2013
$ 1,473
1,244
108
$ 2,825
$36,626
2012
$ 1,340
1,615
94
$ 3,049
$35,386
2011
$ 1,193
1,432
105
$ 2,730
$32,990
(1) Primarily corporate equipment and other office-related expenditures.
New restaurant investments in all years were concentrated in
markets with strong returns or opportunities for long-term growth.
Average development costs vary widely by market depending on
the types of restaurants built and the real estate and construction
costs within each market. These costs, which include land,
buildings and equipment, are managed through the use of
optimally-sized restaurants, construction and design efficiencies,
and leveraging best practices. Although the Company is not
responsible for all costs for every restaurant opened, total
development costs (consisting of land, buildings and equipment)
for new traditional McDonald’s restaurants in the U.S. averaged
approximately $3.0 million in 2013.
The Company owned approximately 45% of the land and
about 70% of the buildings for restaurants in its consolidated
markets at year-end 2013 and 2012.
SHARE REPURCHASES AND DIVIDENDS
For the last three years, the Company returned a total of $16.4
billion to shareholders through a combination of share
repurchases and dividends.
Shares repurchased and dividends
In millions, except per share data
Number of shares repurchased
Shares outstanding at year end
Dividends declared per share
2013
18.7
990
$ 3.12
2012
28.1
1,003
$ 2.87
2011
41.9
1,021
$ 2.53
Treasury stock purchases (in
Shareholders' equity)
Dividends paid
Total returned to shareholders
$ 1,810
3,115
$ 4,925
$2,605
2,897
$5,502
$3,373
2,610
$5,983
The Company’s Board of Directors approved a share
repurchase program, effective August 1, 2012, that authorizes the
purchase of up to $10 billion of the Company's outstanding
common stock with no specified expiration date. In 2013,
approximately 18.7 million shares were repurchased for $1.8
billion, bringing the total purchases under the program to $2.6
billion.
The Company has paid dividends on its common stock for 38
consecutive years and has increased the dividend amount every
year. The 2013 full year dividend of $3.12 per share reflects the
quarterly dividend paid for each of the first three quarters of $0.77
per share, with an increase to $0.81 per share paid in the fourth
quarter. This 5% increase in the quarterly dividend equates to a
$3.24 per share annual dividend and reflects the Company’s
confidence in the ongoing strength and reliability of its cash flow.
As in the past, future dividend amounts will be considered after
reviewing profitability expectations and financing needs, and will
be declared at the discretion of the Company’s Board of Directors.
Financial Position and Capital Resources
TOTAL ASSETS AND RETURNS
Total assets increased $1.2 billion or 4% in 2013. Excluding the
effect of changes in foreign currency exchange rates, total assets
increased $1.5 billion in 2013. Approximately 80% of total assets
were in major markets at year-end 2013. Net property and
equipment increased $1.1 billion in 2013, primarily due to capital
expenditures, partly offset by depreciation, and represented about
70% of total assets at year end.
Operating income is used to compute return on average
assets, while net income is used to calculate return on average
common equity. Month-end balances are used to compute both
average assets and average common equity.
Returns on assets and equity
Return on average assets
Return on average common
equity
2013
24.8%
2012
25.4%
2011
26.0%
35.8
37.5
37.7
In 2013, return on average assets and return on average
common equity decreased, reflecting lower growth in operating
results. In 2012, return on average assets and return on average
common equity decreased due to the negative impact of foreign
currency translation primarily on operating income and net
income. Operating income does not include interest income;
however, cash balances are included in average assets. The
inclusion of cash balances in average assets reduced return on
average assets by about two percentage points for all years
presented.
20 McDonald's Corporation 2013 Annual Report
20 | McDonald’s Corporation 2013 Annual Report
FINANCING AND MARKET RISK
The Company generally borrows on a long-term basis and is
exposed to the impact of interest rate changes and foreign
currency fluctuations. Debt obligations at December 31, 2013
totaled $14.1 billion, compared with $13.6 billion at December 31,
2012. The net increase in 2013 was primarily due to net issuances
of $535 million.
Debt highlights(1)
Fixed-rate debt as a percent of total
debt(2,3)
Weighted-average annual interest
rate of total debt(3)
Foreign currency-denominated debt
as a percent of total debt(2)
Total debt as a percent of total
capitalization (total debt and total
Shareholders' equity)(2)
Cash provided by operations as a
percent of total debt(2)
2013
2012
2011
74% 74% 69%
4.0
41
47
50
4.0
4.2
36
40
47
51
46
57
(1) All percentages are as of December 31, except for the weighted-average
annual interest rate, which is for the year.
(2) Based on debt obligations before the effect of fair value hedging
adjustments. This effect is excluded as these adjustments have no impact
on the obligation at maturity. See Debt financing note to the consolidated
financial statements.
(3)
Includes the effect of interest rate swaps.
Fitch, Standard & Poor’s and Moody’s currently rate, with a
stable outlook, the Company’s commercial paper F1, A-1 and P-1,
respectively; and its long-term debt A, A and A2, respectively.
Certain of the Company’s debt obligations contain cross-
acceleration provisions and restrictions on Company and
subsidiary mortgages and the long-term debt of certain
subsidiaries. There are no provisions in the Company’s debt
obligations that would accelerate repayment of debt as a result of
a change in credit ratings or a material adverse change in the
Company’s business. Under existing authorization from the
Company’s Board of Directors, at December 31, 2013, the
Company had $3.6 billion of authority remaining to borrow funds,
including through (i) public or private offering of debt securities;
(ii) direct borrowing from banks or other financial institutions; and
(iii) other forms of indebtedness. In addition to debt securities
available through a medium-term notes program registered with
the U.S. Securities and Exchange Commission ("SEC") and a
Global Medium-Term Notes program, the Company has $1.5
billion available under a committed line of credit agreement as well
as authority to issue commercial paper in the U.S. and global
markets (see Debt Financing note to the consolidated financial
statements). Debt maturing in 2014 is approximately $530 million
of long-term corporate debt. In 2014, the Company expects to
issue commercial paper and long-term debt to refinance this
maturing debt. As of December 31, 2013, the Company's
subsidiaries also had $610 million of borrowings outstanding,
primarily under uncommitted foreign currency line of credit
agreements.
The Company uses major capital markets, bank financings
and derivatives to meet its financing requirements and reduce
interest expense. The Company manages its debt portfolio in
response to changes in interest rates and foreign currency rates
by periodically retiring, redeeming and repurchasing debt,
terminating swaps and using derivatives. The Company does not
hold or issue derivatives for trading purposes. All swaps are over-
the-counter instruments.
In managing the impact of interest rate changes and foreign
currency fluctuations, the Company uses interest rate swaps and
finances in the currencies in which assets are denominated. The
Company uses foreign currency debt and derivatives to hedge the
foreign currency risk associated with certain royalties,
intercompany financings and long-term investments in foreign
subsidiaries and affiliates. This reduces the impact of fluctuating
foreign currencies on cash flows and shareholders’ equity. Total
foreign currency-denominated debt was $5.8 billion and
$4.9 billion for the years ended December 31, 2013 and 2012,
respectively. In addition, where practical, the Company’s
restaurants purchase goods and services in local currencies
resulting in natural hedges. See the Summary of significant
accounting policies note to the consolidated financial statements
related to financial instruments and hedging activities for additional
information regarding the accounting impact and use of
derivatives.
The Company does not have significant exposure to any
individual counterparty and has master agreements that contain
netting arrangements. Certain of these agreements also require
each party to post collateral if credit ratings fall below, or
aggregate exposures exceed, certain contractual limits. At
December 31, 2013, neither the Company nor its counterparties
were required to post collateral on any derivative position, other
than on hedges of certain of the Company’s supplemental benefit
plan liabilities where our counterparty was required to post
collateral on its liability position.
The Company’s net asset exposure is diversified among a
broad basket of currencies. The Company’s largest net asset
exposures (defined as foreign currency assets less foreign
currency liabilities) at year end were as follows:
Foreign currency net asset exposures
In millions of U.S. Dollars
Euro
Australian Dollars
British Pounds Sterling
Canadian Dollars
Russian Ruble
2013
$ 7,302
1,933
1,479
1,412
737
2012
$ 6,692
2,450
1,117
1,319
651
The Company prepared sensitivity analyses of its financial
instruments to determine the impact of hypothetical changes in
interest rates and foreign currency exchange rates on the
Company’s results of operations, cash flows and the fair value of
its financial instruments. The interest rate analysis assumed a one
percentage point adverse change in interest rates on all financial
instruments, but did not consider the effects of the reduced level of
economic activity that could exist in such an environment. The
foreign currency rate analysis assumed that each foreign currency
rate would change by 10% in the same direction relative to the
U.S. Dollar on all financial instruments; however, the analysis did
not include the potential impact on revenues, local currency prices
or the effect of fluctuating currencies on the Company’s
anticipated foreign currency royalties and other payments received
from the markets. Based on the results of these analyses of the
Company’s financial instruments, neither a one percentage point
adverse change in interest rates from 2013 levels nor a 10%
adverse change in foreign currency rates from 2013 levels would
materially affect the Company’s results of operations, cash flows
or the fair value of its financial instruments.
LIQUIDITY
The Company has significant operations outside the U.S. where
we earn over 60% of our operating income. A significant portion of
these historical earnings are considered to be indefinitely
reinvested in foreign jurisdictions where the Company has made,
McDonald's Corporation 2013 Annual Report 21
McDonald’s Corporation 2013 Annual Report | 21
and will continue to make, substantial investments to support the
ongoing development and growth of our international operations.
Accordingly, no U.S. federal or state income taxes have been
provided on these undistributed foreign earnings. The Company's
cash and equivalents held by our foreign subsidiaries totaled
approximately $2.0 billion as of December 31, 2013. We do not
intend, nor do we foresee a need, to repatriate these funds.
In the U.S., the Company maintains certain supplemental
benefit plans that allow participants to (i) make tax-deferred
contributions and (ii) receive Company-provided allocations that
cannot be made under the qualified benefit plans because of
Internal Revenue Service ("IRS") limitations. At December 31,
2013, total liabilities for the supplemental plans were $531 million.
In addition, total liabilities for gross unrecognized tax benefits
Consistent with prior years, we expect existing domestic cash
were $513 million at December 31, 2013.
and equivalents, domestic cash flows from operations, annual
repatriation of a portion of the current period's foreign earnings,
and the issuance of domestic debt to continue to be sufficient to
fund our domestic operating, investing, and financing activities.
We also continue to expect existing foreign cash and equivalents
and foreign cash flows from operations to be sufficient to fund our
foreign operating, investing, and financing activities.
In the future, should we require more capital to fund activities
in the U.S. than is generated by our domestic operations and is
available through the issuance of domestic debt, we could elect to
repatriate a greater portion of future periods' earnings from foreign
jurisdictions. This could also result in a higher effective tax rate in
the future.
While the likelihood is remote, to the extent foreign cash is
available, the Company could also elect to repatriate earnings
from foreign jurisdictions that have previously been considered to
be indefinitely reinvested. Upon distribution of those earnings in
the form of dividends or otherwise, the Company may be subject
to additional U.S. income taxes (net of an adjustment for foreign
tax credits), which could result in a use of cash. This could also
result in a higher effective tax rate in the period in which such a
determination is made to repatriate prior period foreign earnings.
Refer to the Income Taxes note to the consolidated financial
statements for further information related to our income taxes and
the undistributed earnings of the Company's foreign subsidiaries.
CONTRACTUAL OBLIGATIONS AND COMMITMENTS
The Company has long-term contractual obligations primarily in
the form of lease obligations (related to both Company-operated
and franchised restaurants) and debt obligations. In addition, the
Company has long-term revenue and cash flow streams that
relate to its franchise arrangements. Cash provided by operations
(including cash provided by these franchise arrangements) along
with the Company’s borrowing capacity and other sources of cash
will be used to satisfy the obligations. The following table
summarizes the Company’s contractual obligations and their
aggregate maturities as well as future minimum rent payments
due to the Company under existing franchise arrangements as of
December 31, 2013. See discussions of cash flows and financial
position and capital resources as well as the Notes to the
consolidated financial statements for further details.
Contractual cash outflows
Contractual cash inflows
In millions
2014
2015
2016
2017
2018
Thereafter
Total
Operating
leases
$ 1,440
1,334
1,218
1,099
990
7,632
$13,713
Debt
obligations(1)
$ 1,199
2,095
1,054
1,004
8,765
$14,117
Minimum rent under
franchise arrangements
$ 2,703
2,612
2,507
2,377
2,260
18,042
$30,501
(1) The maturities reflect reclassifications of short-term obligations to long-
term obligations of $1.2 billion, as they are supported by a long-term line
of credit agreement expiring in November 2016. Debt obligations do not
include $13 million of noncash fair value hedging adjustments or $222
million of accrued interest.
22 McDonald's Corporation 2013 Annual Report
22 | McDonald’s Corporation 2013 Annual Report
There are certain purchase commitments that are not
recognized in the consolidated financial statements and are
primarily related to construction, inventory, energy, marketing and
other service related arrangements that occur in the normal
course of business. The amounts related to these commitments
are not significant to the Company’s financial position. Such
commitments are generally shorter term in nature and will be
funded from operating cash flows.
Other Matters
CRITICAL ACCOUNTING POLICIES AND ESTIMATES
Management’s discussion and analysis of financial condition and
results of operations is based upon the Company’s consolidated
financial statements, which have been prepared in accordance
with accounting principles generally accepted in the U.S. The
preparation of these financial statements requires the Company to
make estimates and judgments that affect the reported amounts of
assets, liabilities, revenues and expenses as well as related
disclosures. On an ongoing basis, the Company evaluates its
estimates and judgments based on historical experience and
various other factors that are believed to be reasonable under the
circumstances. Actual results may differ from these estimates
under various assumptions or conditions.
The Company reviews its financial reporting and disclosure
practices and accounting policies quarterly to ensure that they
provide accurate and transparent information relative to the
current economic and business environment. The Company
believes that of its significant accounting policies, the following
involve a higher degree of judgment and/or complexity:
Property and equipment
Property and equipment are depreciated or amortized on a
straight-line basis over their useful lives based on management’s
estimates of the period over which the assets will generate
revenue (not to exceed lease term plus options for leased
property). The useful lives are estimated based on historical
experience with similar assets, taking into account anticipated
technological or other changes. The Company periodically reviews
these lives relative to physical factors, economic factors and
industry trends. If there are changes in the planned use of
property and equipment, or if technological changes occur more
rapidly than anticipated, the useful lives assigned to these assets
may need to be shortened, resulting in the accelerated recognition
of depreciation and amortization expense or write-offs in future
periods.
Share-based compensation
The Company has a share-based compensation plan which
authorizes the granting of various equity-based incentives
including stock options and restricted stock units ("RSUs") to
employees and nonemployee directors. The expense for these
equity-based incentives is based on their fair value at date of grant
and generally amortized over their vesting period.
The fair value of each stock option granted is estimated on
the date of grant using a closed-form pricing model. The pricing
model requires assumptions, which impact the assumed fair value,
including the expected life of the stock option, the risk-free interest
rate, expected volatility of the Company’s stock over the expected
life and the expected dividend yield. The Company uses historical
data to determine these assumptions and if these assumptions
change significantly for future grants, share-based compensation
expense will fluctuate in future years. The fair value of each RSU
granted is equal to the market price of the Company’s stock at
date of grant less the present value of expected dividends over the
vesting period.
Long-lived assets impairment review
Long-lived assets (including goodwill) are reviewed for impairment
annually in the fourth quarter and whenever events or changes in
circumstances indicate that the carrying amount of an asset may
not be recoverable. In assessing the recoverability of the
Company’s long-lived assets, the Company considers changes in
economic conditions and makes assumptions regarding estimated
future cash flows and other factors. Estimates of future cash flows
are highly subjective judgments based on the Company’s
experience and knowledge of its operations. These estimates can
be significantly impacted by many factors including changes in
global and local business and economic conditions, operating
costs, inflation, competition, and consumer and demographic
trends. A key assumption impacting estimated future cash flows is
the estimated change in comparable sales. If the Company’s
estimates or underlying assumptions change in the future, the
Company may be required to record impairment charges. Based
on the annual goodwill impairment test, conducted in the fourth
quarter, the Company does not have any reporting units (defined
as each individual country) with goodwill currently at risk of
impairment.
Litigation accruals
In the ordinary course of business, the Company is subject to
proceedings, lawsuits and other claims primarily related to
competitors, customers, employees, franchisees, government
agencies, intellectual property, shareholders and suppliers. The
Company is required to assess the likelihood of any adverse
judgments or outcomes to these matters as well as potential
ranges of probable losses. A determination of the amount of
accrual required, if any, for these contingencies is made after
careful analysis of each matter. The required accrual may change
in the future due to new developments in each matter or changes
in approach such as a change in settlement strategy in dealing
with these matters. The Company does not believe that any such
matter currently being reviewed will have a material adverse effect
on its financial condition or results of operations.
Income taxes
The Company records a valuation allowance to reduce its deferred
tax assets if it is more likely than not that some portion or all of the
deferred assets will not be realized. While the Company has
considered future taxable income and ongoing prudent and
feasible tax strategies, including the sale of appreciated assets, in
assessing the need for the valuation allowance, if these estimates
and assumptions change in the future, the Company may be
required to adjust its valuation allowance. This could result in a
charge to, or an increase in, income in the period such
determination is made.
The Company operates within multiple taxing jurisdictions and
is subject to audit in these jurisdictions. The Company records
accruals for the estimated outcomes of these audits, and the
accruals may change in the future due to new developments in
each matter. In 2012, the Internal Revenue Service ("IRS")
completed its examination of the Company's U.S. federal income
tax returns for 2007 and 2008. The Company and the IRS reached
an agreement on adjustments that had been previously proposed
by the IRS. The agreement did not have a material impact on the
Company's cash flows, results of operations or financial position.
The Company's 2009 and 2010 U.S. federal income tax
returns are currently under examination and the completion of the
field examination is expected in 2014. In connection with this
examination, the Company received notices of proposed
adjustments ("NOPAs") in 2014 and expects to receive additional
NOPAs within the next 12 months from the IRS related to certain
transfer pricing matters. It is reasonably possible that the receipt of
these future NOPAs will provide new information that causes the
Company to reassess the total amount of unrecognized tax
benefits recorded. While the Company cannot estimate the impact
that new information may have on our unrecognized tax benefit
balance, we believe that the liabilities recorded are appropriate
and adequate as determined under Topic 740 - Income Taxes of
the Accounting Standards Codification.
Deferred U.S. income taxes have not been recorded for
temporary differences totaling $16.1 billion related to investments
in certain foreign subsidiaries and corporate affiliates. The
temporary differences consist primarily of undistributed earnings
that are considered permanently invested in operations outside
the U.S. If management's intentions change in the future, deferred
taxes may need to be provided.
EFFECTS OF CHANGING PRICES—INFLATION
The Company has demonstrated an ability to manage inflationary
cost increases effectively. This ability is because of rapid inventory
turnover, the ability to adjust menu prices, cost controls and
substantial property holdings, many of which are at fixed costs and
partly financed by debt made less expensive by inflation.
RECONCILIATION OF RETURNS ON INCREMENTAL INVESTED
CAPITAL
ROIIC is a measure reviewed by management over one-year and
three-year time periods to evaluate the overall profitability of our
markets, the effectiveness of capital deployed and the future
allocation of capital. This measure is calculated using operating
income and constant foreign exchange rates to exclude the impact
of foreign currency translation. The numerator is the Company’s
incremental operating income plus depreciation and amortization
from the base period.
The denominator is the weighted-average cash used for
investing activities during the applicable one-or three-year period.
The weighted-average cash used for investing activities is based
on a weighting applied on a quarterly basis. These weightings are
used to reflect the estimated contribution of each quarter’s
investing activities to incremental operating income. For example,
fourth quarter 2013 investing activities are weighted less because
the assets purchased have only recently been deployed and
would have generated little incremental operating income (12.5%
of fourth quarter 2013 investing activities are included in the one-
year and three-year calculations). In contrast, fourth quarter 2012
is heavily weighted because the assets purchased were deployed
more than 12 months ago, and therefore have a full-year impact
on 2013 operating income, with little or no impact to the base
period (87.5% and 100.0% of fourth quarter 2012 investing
activities are included in the one-year and three-year calculations,
respectively). Management believes that weighting cash used for
investing activities provides a more accurate reflection of the
relationship between its investments and returns than a simple
average.
The reconciliations to the most comparable measurements, in
accordance with accounting principles generally accepted in the
U.S., for the numerator and denominator of the one-year and
three-year ROIIC are as follows:
McDonald's Corporation 2013 Annual Report 23
McDonald’s Corporation 2013 Annual Report | 23
One-year ROIIC calculation (dollars in millions):
Three-year ROIIC calculation (dollars in millions):
Years ended December 31,
2013
2012
Incremental
change
Years ended December 31,
2013
2010
NUMERATOR:
NUMERATOR:
Operating income
Depreciation and amortization
Currency translation(1)
Incremental operating income plus depreciation and
amortization (at constant foreign exchange rates)
$8,764.3
1,585.1
$8,604.6
1,488.5
DENOMINATOR:
Weighted-average cash used for
investing activities(2)
Currency translation(1)
Weighted-average cash used for investing activities
(at constant foreign exchange rates)
$ 159.7
96.6
81.8
$ 338.1
$2,951.7
1.2
$2,952.9
Operating income
Depreciation and amortization
Currency translation(3)
Incremental operating income plus depreciation and
amortization (at constant foreign exchange rates)
$8,764.3
1,585.1
$7,473.1
1,276.2
DENOMINATOR:
Weighted-average cash used for
investing activities(4)
Currency translation(3)
Weighted-average cash used for investing activities
(at constant foreign exchange rates)
One-year ROIIC
11.4%
Three-year ROIIC
Incremental
change
$1,291.2
308.9
25.1
$1,625.2
$8,089.6
(27.5)
$8,062.1
20.2%
(1) Represents the effect of foreign currency translation by translating results
(3) Represents the effect of foreign currency translation by translating results
at an average exchange rate for the periods measured.
at an average exchange rate for the periods measured.
(2) Represents one-year weighted-average cash used for investing activities,
(4) Represents three-year weighted-average cash used for investing
determined by applying the weightings below to the cash used for
investing activities for each quarter in the two-year period ended
December 31, 2013.
activities, determined by applying the weightings below to the cash used
for investing activities for each quarter in the four-year period ended
December 31, 2013.
Years ended December 31,
2013
2012
2011
2010
$2,673.8
$3,167.3
$2,570.9
$2,056.0
87.5% 100.0% 100.0%
62.5
100.0
100.0
100.0
100.0
100.0
100.0
37.5
12.5
12.5%
37.5
62.5
87.5
Cash used for investing activities
AS A PERCENT
Quarters ended:
March 31
June 30
September 30
December 31
Years ended December 31,
2013
$2,673.8
2012
$3,167.3
87.5%
62.5
37.5
12.5
12.5%
37.5
62.5
87.5
Cash used for
investing activities
AS A PERCENT
Quarters ended:
March 31
June 30
September 30
December 31
24 McDonald's Corporation 2013 Annual Report
24 | McDonald’s Corporation 2013 Annual Report
RISK FACTORS AND CAUTIONARY STATEMENT ABOUT FORWARD-LOOKING INFORMATION
This report includes forward-looking statements about our plans and future performance, including those under Outlook for 2014. These
statements use such words as “may,” “will,” “expect,” “believe” and “plan.” They reflect our expectations and speak only as of the date of this
report. We do not undertake to update them. Our expectations (or the underlying assumptions) may change or not be realized, and you
should not rely unduly on forward-looking statements. We have identified the principal risks and uncertainties that affect our performance
elsewhere in this report, and investors are urged to consider these risks and uncertainties when evaluating our historical and expected
performance.
ITEM 7A. Quantitative and Qualitative Disclosures About Market Risk
Quantitative and qualitative disclosures about market risk are included in Part II, Item 7, page 21 of the Form 10-K.
ITEM 8. Financial Statements and Supplementary Data
Index to consolidated financial statements
Page reference
Consolidated statement of income for each of the three years in the period ended December 31, 2013
Consolidated statement of comprehensive income for each of the three years in the period ended December 31, 2013
Consolidated balance sheet at December 31, 2013 and 2012
Consolidated statement of cash flows for each of the three years in the period ended December 31, 2013
Consolidated statement of shareholders’ equity for each of the three years in the period ended December 31, 2013
Notes to consolidated financial statements
Quarterly results (unaudited)
Management’s assessment of internal control over financial reporting
Report of independent registered public accounting firm
Report of independent registered public accounting firm on internal control over financial reporting
26
27
28
29
30
31
42
43
44
45
McDonald's Corporation 2013 Annual Report 25
McDonald’s Corporation 2013 Annual Report | 25
Years ended December 31, 2013
2012
2011
$ 18,874.2
9,231.5
28,105.7
$ 18,602.5
8,964.5
27,567.0
$ 18,292.8
8,713.2
27,006.0
6,361.3
4,824.1
4,393.2
1,624.4
2,385.6
(247.2)
19,341.4
8,764.3
521.9
37.9
8,204.5
2,618.6
$ 5,585.9
5.59
$
5.55
$
3.12
$
998.4
1,006.0
6,318.2
4,710.3
4,195.2
1,527.0
2,455.2
(243.5)
18,962.4
8,604.6
516.6
9.0
8,079.0
2,614.2
$ 5,464.8
5.41
$
5.36
$
2.87
$
1,010.1
1,020.2
6,167.2
4,606.3
4,064.4
1,481.5
2,393.7
(236.8)
18,476.3
8,529.7
492.8
24.7
8,012.2
2,509.1
$ 5,503.1
5.33
$
5.27
$
2.53
$
1,032.1
1,044.9
Consolidated Statement of Income
In millions, except per share data
REVENUES
Sales by Company-operated restaurants
Revenues from franchised restaurants
Total revenues
OPERATING COSTS AND EXPENSES
Company-operated restaurant expenses
Food & paper
Payroll & employee benefits
Occupancy & other operating expenses
Franchised restaurants-occupancy expenses
Selling, general & administrative expenses
Other operating (income) expense, net
Total operating costs and expenses
Operating income
Interest expense-net of capitalized interest of $15.5, $15.9 and $14.0
Nonoperating (income) expense, net
Income before provision for income taxes
Provision for income taxes
Net income
Earnings per common share–basic
Earnings per common share–diluted
Dividends declared per common share
Weighted-average shares outstanding–basic
Weighted-average shares outstanding–diluted
See Notes to consolidated financial statements.
26 McDonald's Corporation 2013 Annual Report
26 | McDonald’s Corporation 2013 Annual Report
Consolidated Statement of Comprehensive Income
In millions
Net income
Years ended December 31, 2013
2012
2011
$5,585.9 $5,464.8 $5,503.1
Other comprehensive income (loss), net of tax
Foreign currency translation adjustments:
Gain (loss) recognized in accumulated other comprehensive
income (AOCI), including net investment hedges
Reclassification of (gain) loss to net income
Foreign currency translation adjustments-net of tax
benefit (expense) of $(5.3), $(47.9) and $61.0
Cash flow hedges:
Gain (loss) recognized in AOCI
Reclassification of (gain) loss to net income
Cash flow hedges-net of tax benefit (expense) of $11.4,
$(8.8) and $5.8
Defined benefit pension plans:
Gain (loss) recognized in AOCI
Reclassification of (gain) loss to net income
Defined benefit pension plans-net of tax benefit (expense)
of $14.2, $(16.6) and $2.9
Total other comprehensive income (loss), net of tax
Comprehensive income
See Notes to consolidated financial statements.
(279.4)
—
274.7
(310.5)
(0.1)
25.4
(279.4)
274.6
(285.1)
(73.4)
35.9
(37.5)
(52.8)
0.9
(51.9)
19.8
10.8
30.6
33.1
8.4
41.5
(12.2)
1.8
(10.4)
(8.1)
0.4
(7.7)
(368.8)
346.7
(303.2)
$5,217.1 $5,811.5 $5,199.9
McDonald's Corporation 2013 Annual Report 27
McDonald’s Corporation 2013 Annual Report | 27
December 31, 2013
2012
$ 2,798.7
1,319.8
123.7
807.9
5,050.1
1,209.1
2,872.7
1,747.1
5,828.9
$ 2,336.1
1,375.3
121.7
1,089.0
4,922.1
1,380.5
2,804.0
1,602.7
5,787.2
40,355.6
(14,608.3)
25,747.3
$ 36,626.3
38,491.1
(13,813.9)
24,677.2
$ 35,386.5
$ 1,086.0
215.5
383.1
221.6
1,263.8
3,170.0
14,129.8
1,669.1
1,647.7
16.6
5,994.1
41,751.2
427.6
(32,179.8)
16,009.7
$ 36,626.3
$ 1,141.9
298.7
370.7
217.0
1,374.8
3,403.1
13,632.5
1,526.2
1,531.1
16.6
5,778.9
39,278.0
796.4
(30,576.3)
15,293.6
$ 35,386.5
Consolidated Balance Sheet
In millions, except per share data
ASSETS
Current assets
Cash and equivalents
Accounts and notes receivable
Inventories, at cost, not in excess of market
Prepaid expenses and other current assets
Total current assets
Other assets
Investments in and advances to affiliates
Goodwill
Miscellaneous
Total other assets
Property and equipment
Property and equipment, at cost
Accumulated depreciation and amortization
Net property and equipment
Total assets
LIABILITIES AND SHAREHOLDERS’ EQUITY
Current liabilities
Accounts payable
Income taxes
Other taxes
Accrued interest
Accrued payroll and other liabilities
Total current liabilities
Long-term debt
Other long-term liabilities
Deferred income taxes
Shareholders’ equity
Preferred stock, no par value; authorized – 165.0 million shares; issued – none
Common stock, $.01 par value; authorized – 3.5 billion shares; issued – 1,660.6 million shares
Additional paid-in capital
Retained earnings
Accumulated other comprehensive income
Common stock in treasury, at cost; 670.2 and 657.9 million shares
Total shareholders’ equity
Total liabilities and shareholders’ equity
See Notes to consolidated financial statements.
28 McDonald's Corporation 2013 Annual Report
28 | McDonald’s Corporation 2013 Annual Report
Consolidated Statement of Cash Flows
In millions
Operating activities
Net income
Adjustments to reconcile to cash provided by operations
Charges and credits:
Depreciation and amortization
Deferred income taxes
Share-based compensation
Other
Changes in working capital items:
Accounts receivable
Inventories, prepaid expenses and other current assets
Accounts payable
Income taxes
Other accrued liabilities
Cash provided by operations
Investing activities
Capital expenditures
Purchases of restaurant businesses
Sales of restaurant businesses and property
Other
Cash used for investing activities
Financing activities
Net short-term borrowings
Long-term financing issuances
Long-term financing repayments
Treasury stock purchases
Common stock dividends
Proceeds from stock option exercises
Excess tax benefit on share-based compensation
Other
Cash used for financing activities
Effect of exchange rates on cash and equivalents
Cash and equivalents increase (decrease)
Cash and equivalents at beginning of year
Cash and equivalents at end of year
Supplemental cash flow disclosures
Interest paid
Income taxes paid
See Notes to consolidated financial statements.
Years ended December 31, 2013
2012
2011
$ 5,585.9
$ 5,464.8
$ 5,503.1
1,585.1
25.2
89.1
26.8
56.2
(44.4)
(60.7)
(154.4)
11.9
7,120.7
(2,824.7)
(181.0)
440.1
(108.2)
(2,673.8)
(186.5)
1,417.2
(695.4)
(1,777.8)
(3,114.6)
233.3
92.6
(11.8)
(4,043.0)
58.7
462.6
2,336.1
$ 2,798.7
1,488.5
134.5
93.4
(92.0)
(29.4)
(27.2)
124.1
(74.0)
(116.6)
6,966.1
1,415.0
188.4
86.2
(82.6)
(160.8)
(52.2)
35.8
198.5
18.7
7,150.1
(3,049.2)
(158.5)
394.7
(354.3)
(3,167.3)
(2,729.8)
(186.4)
511.4
(166.1)
(2,570.9)
(117.5)
2,284.9
(962.8)
(2,615.1)
(2,896.6)
328.6
142.3
(13.6)
(3,849.8)
51.4
0.4
2,335.7
$ 2,336.1
260.6
1,367.3
(624.0)
(3,363.1)
(2,609.7)
334.0
112.5
(10.6)
(4,533.0)
(97.5)
(51.3)
2,387.0
$ 2,335.7
$ 532.7
2,546.0
$ 533.7
2,447.8
$ 489.3
2,056.7
McDonald's Corporation 2013 Annual Report 29
McDonald’s Corporation 2013 Annual Report | 29
Consolidated Statement of Shareholders’ Equity
In millions, except per share data
Balance at December 31, 2010
Net income
Other comprehensive income (loss),
net of tax
Comprehensive income
Common stock cash dividends
($2.53 per share)
Treasury stock purchases
Share-based compensation
Stock option exercises and other
(including tax benefits of $116.7)
Balance at December 31, 2011
Net income
Other comprehensive income (loss),
net of tax
Comprehensive income
Common stock cash dividends
($2.87 per share)
Treasury stock purchases
Share-based compensation
Stock option exercises and other
(including tax benefits of $150.8)
Balance at December 31, 2012
Net income
Other comprehensive income (loss),
net of tax
Comprehensive income
Common stock cash dividends
($3.12 per share)
Treasury stock purchases
Share-based compensation
Stock option exercises and other
(including tax benefits of $93.6)
Balance at December 31, 2013
Accumulated other
comprehensive income (loss)
Common stock
issued
Shares Amount
$16.6
1,660.6
Additional
paid-in
capital
$ 5,196.4
Retained
earnings Pensions
Cash flow
hedges
Foreign
currency
translation
$33,811.7
5,503.1
$ (124.6)
$15.0
$862.5
Common stock in
treasury
Shares
Amount
(607.0) $ (25,143.4)
Total
shareholders’
equity
$14,634.2
5,503.1
86.2
204.7
1,660.6
16.6
5,487.3
93.4
198.2
1,660.6
16.6
5,778.9
(7.7)
(10.4)
(285.1)
(41.9)
(3,372.9)
9.7
245.4
(132.3)
4.6
577.4
(639.2)
(28,270.9)
41.5
30.6
274.6
(28.1)
(2,605.4)
9.4
300.0
(90.8)
35.2
852.0
(657.9)
(30,576.3)
(51.9)
(37.5)
(279.4)
(18.7)
(1,810.5)
(2,609.7)
2.4
36,707.5
5,464.8
(2,896.6)
2.3
39,278.0
5,585.9
(3,114.6)
(303.2)
5,199.9
(2,609.7)
(3,372.9)
86.2
452.5
14,390.2
5,464.8
346.7
5,811.5
(2,896.6)
(2,605.4)
93.4
500.5
15,293.6
5,585.9
(368.8)
5,217.1
(3,114.6)
(1,810.5)
89.1
89.1
126.1
1.9
1,660.6
$16.6
$ 5,994.1
$41,751.2
$ (142.7)
$ (2.3)
$572.6
(670.2) $ (32,179.8)
$16,009.7
6.4
207.0
335.0
See Notes to consolidated financial statements.
30 McDonald's Corporation 2013 Annual Report
30 | McDonald’s Corporation 2013 Annual Report
Notes to Consolidated Financial Statements
Summary of Significant Accounting Policies
NATURE OF BUSINESS
The Company franchises and operates McDonald’s restaurants in
the global restaurant industry. All restaurants are operated either
by the Company or by franchisees, including conventional
franchisees under franchise arrangements, and foreign affiliates
and developmental licensees under license agreements.
The following table presents restaurant information by
ownership type:
Restaurants at December 31,
Conventional franchised
Developmental licensed
Foreign affiliated
Franchised
Company-operated
Systemwide restaurants
2013
20,355
4,747
3,589
28,691
6,738
35,429
2012
19,869
4,350
3,663
27,882
6,598
34,480
2011
19,527
3,929
3,619
27,075
6,435
33,510
The results of operations of restaurant businesses purchased
and sold in transactions with franchisees were not material either
individually or in the aggregate to the consolidated financial
statements for periods prior to purchase and sale.
CONSOLIDATION
The consolidated financial statements include the accounts of the
Company and its subsidiaries. Investments in affiliates owned 50%
or less (primarily McDonald’s Japan) are accounted for by the
equity method.
On an ongoing basis, the Company evaluates its business
relationships such as those with franchisees, joint venture
partners, developmental licensees, suppliers, and advertising
cooperatives to identify potential variable interest entities.
Generally, these businesses qualify for a scope exception under
the variable interest entity consolidation guidance. The Company
has concluded that consolidation of any such entity is not
appropriate for the periods presented.
ESTIMATES IN FINANCIAL STATEMENTS
The preparation of financial statements in conformity with
accounting principles generally accepted in the U.S. requires
management to make estimates and assumptions that affect the
amounts reported in the financial statements and accompanying
notes. Actual results could differ from those estimates.
REVENUE RECOGNITION
The Company’s revenues consist of sales by Company-operated
restaurants and fees from franchised restaurants operated by
conventional franchisees, developmental licensees and foreign
affiliates.
Sales by Company-operated restaurants are recognized on a
cash basis. The Company presents sales net of sales tax and
other sales-related taxes. Revenues from conventional franchised
restaurants include rent and royalties based on a percent of sales
with minimum rent payments, and initial fees. Revenues from
restaurants licensed to foreign affiliates and developmental
licensees include a royalty based on a percent of sales, and may
include initial fees. Continuing rent and royalties are recognized in
the period earned. Initial fees are recognized upon opening of a
restaurant or granting of a new franchise term, which is when the
Company has performed substantially all initial services required
by the franchise arrangement.
FOREIGN CURRENCY TRANSLATION
Generally, the functional currency of operations outside the U.S. is
the respective local currency.
ADVERTISING COSTS
Advertising costs included in operating expenses of Company-
operated restaurants primarily consist of contributions to
advertising cooperatives and were (in millions): 2013–$808.4;
2012–$787.5; 2011–$768.6. Production costs for radio and
television advertising are expensed when the commercials are
initially aired. These production costs, primarily in the U.S., as well
as other marketing-related expenses included in Selling, general &
administrative expenses were (in millions): 2013–$75.4; 2012–
$113.5; 2011–$74.4. Costs related to the Olympics sponsorship
are included in these expenses for 2012. In addition, significant
advertising costs are incurred by franchisees through contributions
to advertising cooperatives in individual markets.
SHARE-BASED COMPENSATION
Share-based compensation includes the portion vesting of all
share-based awards granted based on the grant date fair value.
Share-based compensation expense and the effect on diluted
earnings per common share were as follows:
In millions, except per share data
Share-based compensation expense
After tax
Earnings per common share-diluted
2013
$ 89.1
$ 60.6
$ 0.06
2012
$ 93.4
$ 63.2
$ 0.06
2011
$ 86.2
$ 59.2
$ 0.05
Compensation expense related to share-based awards is
generally amortized on a straight-line basis over the vesting period
in Selling, general & administrative expenses. As of December 31,
2013, there was $109.0 million of total unrecognized
compensation cost related to nonvested share-based
compensation that is expected to be recognized over a weighted-
average period of 2.0 years.
The fair value of each stock option granted is estimated on
the date of grant using a closed-form pricing model. The following
table presents the weighted-average assumptions used in the
option pricing model for the 2013, 2012 and 2011 stock option
grants. The expected life of the options represents the period of
time the options are expected to be outstanding and is based on
historical trends. Expected stock price volatility is generally based
on the historical volatility of the Company’s stock for a period
approximating the expected life. The expected dividend yield is
based on the Company’s most recent annual dividend rate. The
risk-free interest rate is based on the U.S. Treasury yield curve in
effect at the time of grant with a term equal to the expected life.
Weighted-average assumptions
Expected dividend yield
Expected stock price volatility
Risk-free interest rate
Expected life of options
(in years)
2013
2012
2011
3.5%
20.6%
1.2%
6.1
2.8%
20.8%
1.1%
6.1
3.2%
21.5%
2.8%
6.3
Fair value per option granted
$11.09
$13.65
$12.18
PROPERTY AND EQUIPMENT
Property and equipment are stated at cost, with depreciation and
amortization provided using the straight-line method over the
following estimated useful lives: buildings–up to 40 years;
leasehold improvements–the lesser of useful lives of assets or
lease terms, which generally include option periods; and
equipment–three to 12 years.
McDonald's Corporation 2013 Annual Report 31
McDonald’s Corporation 2013 Annual Report | 31
GOODWILL
Goodwill represents the excess of cost over the net tangible
assets and identifiable intangible assets of acquired restaurant
businesses. The Company's goodwill primarily results from
purchases of McDonald's restaurants from franchisees and
ownership increases in subsidiaries or affiliates, and it is generally
assigned to the reporting unit expected to benefit from the
synergies of the combination. If a Company-operated restaurant is
sold within 24 months of acquisition, the goodwill associated with
the acquisition is written off in its entirety. If a restaurant is sold
beyond 24 months from the acquisition, the amount of goodwill
written off is based on the relative fair value of the business sold
compared to the reporting unit (defined as each individual
country).
In millions
Balance at December 31, 2012
Net restaurant purchases (sales)
Currency translation
Balance at December 31, 2013
U.S.
$ 1,294.2
(0.6)
$ 1,293.6
(1) APMEA represents Asia/Pacific, Middle East and Africa.
(2) Other Countries & Corporate represents Canada, Latin America and Corporate.
The Company conducts goodwill impairment testing in the
fourth quarter of each year or whenever an indicator of impairment
exists. If an indicator of impairment exists (e.g., estimated
earnings multiple value of a reporting unit is less than its carrying
value), the goodwill impairment test compares the fair value of a
reporting unit, generally based on discounted future cash flows,
with its carrying amount including goodwill. If the carrying amount
of a reporting unit exceeds its fair value, an impairment loss is
measured as the difference between the implied fair value of the
reporting unit's goodwill and the carrying amount of goodwill.
Historically, goodwill impairment has not significantly impacted the
consolidated financial statements.
The following table presents the 2013 activity in goodwill by
segment:
Europe
$ 881.4
50.4
26.3
$ 958.1
APMEA(1)
$ 438.7
30.7
(40.7)
$ 428.7
Other Countries
& Corporate(2)
$ 189.7
15.7
(13.1)
$ 192.3
Consolidated
$2,804.0
96.2
(27.5)
$2,872.7
LONG-LIVED ASSETS
Long-lived assets are reviewed for impairment annually in the
fourth quarter and whenever events or changes in circumstances
indicate that the carrying amount of an asset may not be
recoverable. For purposes of annually reviewing McDonald’s
restaurant assets for potential impairment, assets are initially
grouped together at a television market level in the U.S. and at a
country level for each of the international markets. The Company
manages its restaurants as a group or portfolio with significant
common costs and promotional activities; as such, an individual
restaurant’s cash flows are not generally independent of the cash
flows of others in a market. If an indicator of impairment (e.g.,
negative operating cash flows for the most recent trailing 24-
month period) exists for any grouping of assets, an estimate of
undiscounted future cash flows produced by each individual
restaurant within the asset grouping is compared to its carrying
value. If an individual restaurant is determined to be impaired, the
loss is measured by the excess of the carrying amount of the
restaurant over its fair value as determined by an estimate of
discounted future cash flows.
Losses on assets held for disposal are recognized when
management and the Board of Directors, as required, have
approved and committed to a plan to dispose of the assets, the
assets are available for disposal, the disposal is probable of
occurring within 12 months, and the net sales proceeds are
expected to be less than its net book value, among other factors.
Generally, such losses relate to restaurants that have closed and
ceased operations as well as other assets that meet the criteria to
be considered “available for sale”.
FAIR VALUE MEASUREMENTS
The Company measures certain financial assets and liabilities at
fair value on a recurring basis, and certain non-financial assets
and liabilities on a nonrecurring basis. Fair value is defined as the
price that would be received to sell an asset or paid to transfer a
liability in the principal or most advantageous market in an orderly
transaction between market participants on the measurement
date. Fair value disclosures are reflected in a three-level hierarchy,
maximizing the use of observable inputs and minimizing the use of
unobservable inputs.
The valuation hierarchy is based upon the transparency of
inputs to the valuation of an asset or liability on the measurement
date. The three levels are defined as follows:
Level 1 – inputs to the valuation methodology are quoted
prices (unadjusted) for an identical asset or liability in an
active market.
Level 2 – inputs to the valuation methodology include quoted
prices for a similar asset or liability in an active market or
model-derived valuations in which all significant inputs are
observable for substantially the full term of the asset or
liability.
Level 3 – inputs to the valuation methodology are
unobservable and significant to the fair value measurement
of the asset or liability.
Certain of the Company’s derivatives are valued using various
pricing models or discounted cash flow analyses that incorporate
observable market parameters, such as interest rate yield curves,
option volatilities and currency rates, classified as Level 2 within
the valuation hierarchy. Derivative valuations incorporate credit
risk adjustments that are necessary to reflect the probability of
default by the counterparty or the Company.
32 McDonald's Corporation 2013 Annual Report
32 | McDonald’s Corporation 2013 Annual Report
Certain Financial Assets and Liabilities Measured at Fair
Value
The following tables present financial assets and liabilities
measured at fair value on a recurring basis by the valuation
hierarchy as defined in the fair value guidance:
December 31, 2013
In millions
Investments
Derivative assets
Total assets at fair value
Level 1*
$ 27.6
128.2
$ 155.8
Level 2
$ 71.6
$ 71.6
Carrying
Value
$ 27.6
199.8
$ 227.4
Derivative liabilities
Total liabilities at fair value
$(179.3)
$(179.3)
$(179.3)
$(179.3)
December 31, 2012
In millions
Investments
Derivative assets
Total assets at fair value
Level 1*
$ 155.1
132.3
$ 287.4
Level 2
$ 86.1
$ 86.1
Carrying
Value
$ 155.1
218.4
$ 373.5
Derivative liabilities
Total liabilities at fair value
$ (42.6)
$ (42.6)
$ (42.6)
$ (42.6)
*
Level 1 is comprised of investments and derivatives that hedge market
driven changes in liabilities associated with the Company’s supplemental
benefit plans.
Non-Financial Assets and Liabilities Measured at Fair
Value on a Nonrecurring Basis
Certain assets and liabilities are measured at fair value on a
nonrecurring basis; that is, the assets and liabilities are not
measured at fair value on an ongoing basis, but are subject to fair
value adjustments in certain circumstances (e.g., when there is
evidence of impairment). For the year ended December 31, 2013,
no material fair value adjustments or fair value measurements
were required for non-financial assets or liabilities.
Certain Financial Assets and Liabilities not Measured at
Fair Value
At December 31, 2013, the fair value of the Company’s debt
obligations was estimated at $15.0 billion, compared to a carrying
amount of $14.1 billion. The fair value was based on quoted
market prices, Level 2 within the valuation hierarchy. The carrying
amount for both cash equivalents and notes receivable
approximate fair value.
FINANCIAL INSTRUMENTS AND HEDGING ACTIVITIES
The Company is exposed to global market risks, including the
effect of changes in interest rates and foreign currency
fluctuations. The Company uses foreign currency denominated
debt and derivative instruments to mitigate the impact of these
changes. The Company does not hold or issue derivatives for
trading purposes.
The Company documents its risk management objective and
strategy for undertaking hedging transactions, as well as all
relationships between hedging instruments and hedged items. The
Company’s derivatives that are designated for hedge accounting
consist mainly of interest rate swaps, foreign currency forwards,
foreign currency options, and cross-currency swaps, further
explained in the "Fair Value," "Cash Flow" and "Net Investment"
hedge sections.
The Company also enters into certain derivatives that are not
designated for hedge accounting. The Company has entered into
equity derivative contracts, including total return swaps, to hedge
market-driven changes in certain of its supplemental benefit plan
liabilities. Changes in the fair value of these derivatives are
recorded primarily in Selling, general & administrative expenses
together with the changes in the supplemental benefit plan
liabilities. In addition, the Company uses foreign currency forwards
to mitigate the change in fair value of certain foreign currency
denominated assets and liabilities. Since these derivatives are not
designated for hedge accounting, the changes in the fair value of
these derivatives are recognized immediately in Nonoperating
(income) expense together with the currency gain or loss from the
hedged balance sheet position. A portion of the Company’s foreign
currency options (more fully described in the "Cash Flow Hedges"
section) are undesignated as hedging instruments as the
underlying foreign currency royalties are earned.
All derivative instruments designated for hedge accounting
are classified as fair value, cash flow or net investment hedges. All
derivatives (including those not designated for hedge accounting)
are recognized on the Consolidated balance sheet at fair value
and classified based on the instruments’ maturity dates. Changes
in the fair value measurements of the derivative instruments are
reflected as adjustments to other comprehensive income ("OCI")
and/or current earnings.
McDonald's Corporation 2013 Annual Report 33
McDonald’s Corporation 2013 Annual Report | 33
The following table presents the fair values of derivative instruments included on the Consolidated balance sheet as of December 31,
2013 and 2012:
In millions
Derivatives designated for hedge accounting
Balance Sheet Classification
2013
2012 Balance Sheet Classification
2013
2012
Derivative Assets
Derivative Liabilities
Foreign currency
Interest rate
Commodity
Foreign currency
Interest rate
Prepaid expenses and other
current assets
Prepaid expenses and other
current assets
Miscellaneous other assets
Miscellaneous other assets
Miscellaneous other assets
$ 28.3
$
5.0
Accrued payroll and other
liabilities
$ (28.8) $ (3.5)
—
—
2.5
24.8
4.2
35.3 Other long-term liabilities
2.5 Other long-term liabilities
38.1 Other long-term liabilities
—
(114.7)
(12.0)
(0.2)
(32.1)
—
$ (155.5) $ (35.8)
Total derivatives designated for hedge accounting
$ 55.6
$ 85.1
Derivatives not designated for hedge accounting
Equity
Foreign currency
Equity
Prepaid expenses and other
current assets
Prepaid expenses and other
current assets
Miscellaneous other assets
Total derivatives not designated for hedge accounting
Total derivatives
$
6.7
$ 132.3
9.3
128.2
1.0
—
$ 144.2
$ 133.3
$ 199.8
$ 218.4
Accrued payroll and other
liabilities
$ (23.8) $ (6.8)
$ (23.8) $ (6.8)
$ (179.3) $ (42.6)
The following table presents the pretax amounts affecting income and OCI for the years ended December 31, 2013 and 2012,
respectively:
In millions
Derivatives in
Fair Value
Hedging
Relationships
Interest rate
Gain (Loss)
Recognized in Income
on Derivative
Hedged Items in
Fair Value
Hedging
Relationships
2013
$ (29.5)
2012
$ (13.0) Fixed-rate debt
Derivatives in
Cash Flow
Hedging
Relationships
Gain (Loss) Recognized in
Accumulated OCI on
Derivative
(Effective Portion)
Gain (Loss)
Reclassified into Income
from Accumulated OCI
(Effective Portion)
Gain (Loss)
Recognized in Income on
Related Hedged Items
2013
$29.5
2012
$ 13.0
Gain (Loss)
Recognized in Income on
Derivative (Amount Excluded
from Effectiveness Testing and
Ineffective Portion)
Commodity
Foreign currency
Interest rate(1)
Total
2013
$ (34.1)
(65.5)
—
$ (99.6)
2012
$ 35.1
(6.4)
(4.6)
$ 24.1
2013
2012
$ (50.3)
(0.4)
$ (50.7)
$ (15.8)
0.5
$ (15.3)
2013
$ (6.1)
—
$ (6.1)
2012
$ (12.3)
—
$ (12.3)
Net Investment
Hedging Relationships
Foreign currency denominated debt
Foreign currency derivatives
Total
Gain (Loss)
Recognized in
Accumulated OCI
(Effective Portion)
2013
$(382.8)
(18.4)
$(401.2)
2012
$ (61.7)
(23.3)
$ (85.0)
Derivatives Not
Designated for
Hedge
Accounting
Gain (Loss)
Recognized in
Income
on Derivative
Foreign currency
Equity(2)
Total
2013
$ (30.2)
21.8
$ (8.4)
2012
$ (13.4)
(16.2)
$ (29.6)
Gains (losses) recognized in income on derivatives are recorded in Nonoperating (income) expense, net unless otherwise noted.
(1) The amount of gain (loss) reclassified from accumulated OCI into income is recorded in Interest expense.
(2) The amount of gain (loss) recognized in income on the derivatives used to hedge the supplemental benefit plan liabilities is primarily recorded in Selling, general &
administrative expenses.
34 McDonald's Corporation 2013 Annual Report
34 | McDonald’s Corporation 2013 Annual Report
Fair Value Hedges
The Company enters into fair value hedges to reduce the
exposure to changes in the fair values of certain liabilities. The
Company's fair value hedges convert a portion of its fixed-rate
debt into floating-rate debt by use of interest rate swaps. At
December 31, 2013, $2.2 billion of the Company's outstanding
fixed-rate debt was effectively converted. All of the Company’s
interest rate swaps meet the shortcut method requirements.
Accordingly, changes in the fair value of the interest rate swaps
are exactly offset by changes in the fair value of the underlying
debt. No ineffectiveness has been recorded to net income related
to interest rate swaps designated as fair value hedges for the year
ended December 31, 2013.
Cash Flow Hedges
The Company enters into cash flow hedges to reduce the
exposure to variability in certain expected future cash flows. The
types of cash flow hedges the Company enters into include
interest rate swaps, foreign currency forwards, foreign currency
options and cross currency swaps.
The Company periodically uses interest rate swaps to
effectively convert a portion of floating-rate debt, including
forecasted debt issuances, into fixed-rate debt. The agreements
are intended to reduce the impact of interest rate changes on
future interest expense.
To protect against the reduction in value of forecasted foreign
currency cash flows (such as royalties denominated in foreign
currencies), the Company uses foreign currency forwards and
foreign currency options to hedge a portion of anticipated
exposures.
When the U.S. dollar strengthens against foreign currencies,
the decline in value of future foreign denominated royalties is
offset by gains in the fair value of the foreign currency forwards
and/or foreign currency options. Conversely, when the U.S. dollar
weakens, the increase in the value of future foreign denominated
royalties is offset by losses in the fair value of the foreign currency
forwards and/or foreign currency options.
Although the fair value changes in the foreign currency
options may fluctuate over the period of the contract, the
Company’s total loss on a foreign currency option is limited to the
upfront premium paid for the contract; however, the potential gains
on a foreign currency option are unlimited. In some situations, the
Company uses foreign currency collars, which limit the potential
gains and lower the upfront premium paid, to protect against
currency movements.
The hedges cover the next 19 months for certain exposures
and are denominated in various currencies. As of December 31,
2013, the Company had derivatives outstanding with an equivalent
notional amount of $730.3 million that were used to hedge a
portion of forecasted foreign currency denominated royalties.
The Company excludes the time value of foreign currency
options from its effectiveness assessment on its cash flow hedges.
As a result, changes in the fair value of the derivatives due to this
component, as well as the ineffectiveness of the hedges, are
recognized in earnings currently. The effective portion of the gains
or losses on the derivatives is reported in the cash flow hedging
component of OCI in shareholders’ equity and reclassified into
earnings in the same period or periods in which the hedged
transaction affects earnings.
The Company uses cross-currency swaps to hedge the risk of
cash flows associated with certain foreign currency denominated
debt, including forecasted interest payments, and has elected
cash flow hedge accounting. The hedges cover periods up to 47
months and have an equivalent notional amount of $346.9 million.
The Company manages its exposure to energy-related
transactions in certain markets by entering into purchase and sale
agreements. Previously, some of these agreements were
considered commodity forwards and the Company elected cash
flow hedge accounting, the impact of which was immaterial. In
2013, the Company determined these transactions were now
eligible for the normal purchase/normal sale scope exception,
which meant no further derivative or hedge accounting was
required.
The Company recorded after tax adjustments to the cash flow
hedging component of accumulated OCI in shareholders’ equity.
The Company recorded a net decrease of $37.5 million for the
year ended December 31, 2013 and a net increase of $30.6
million for the year ended December 31, 2012. Based on
interest rates and foreign exchange rates at December 31, 2013,
the $2.3 million in cumulative cash flow hedging losses, after tax,
at December 31, 2013, is not expected to have a significant effect
on earnings over the next 12 months.
Net Investment Hedges
The Company primarily uses foreign currency denominated debt
(third party and intercompany) to hedge its investments in certain
foreign subsidiaries and affiliates. Realized and unrealized
translation adjustments from these hedges are included in
shareholders’ equity in the foreign currency translation component
of OCI and offset translation adjustments on the underlying net
assets of foreign subsidiaries and affiliates, which also are
recorded in OCI. As of December 31, 2013, $4.7 billion of the
Company’s third party foreign currency denominated debt, $4.2
billion of intercompany foreign currency denominated debt, and
$827.4 million of derivatives were designated to hedge
investments in certain foreign subsidiaries and affiliates.
Credit Risk
The Company is exposed to credit-related losses in the event of
non-performance by the counterparties to its hedging instruments.
The counterparties to these agreements consist of a diverse group
of financial institutions and market participants. The Company
continually monitors its positions and the credit ratings of its
counterparties and adjusts positions as appropriate. The Company
did not have significant exposure to any individual counterparty at
December 31, 2013 and has master agreements that contain
netting arrangements. For financial reporting purposes, the
Company presents gross derivative balances in the financial
statements and supplementary data, even for counterparties
subject to netting arrangements. Some of these agreements also
require each party to post collateral if credit ratings fall below, or
aggregate exposures exceed, certain contractual limits. At
December 31, 2013, neither the Company nor its counterparties
were required to post collateral on any derivative position, other
than on hedges of certain of the Company’s supplemental benefit
plan liabilities where its counterparties were required to post
collateral on their liability positions.
INCOME TAX UNCERTAINTIES
The Company, like other multi-national companies, is regularly
audited by federal, state and foreign tax authorities, and tax
assessments may arise several years after tax returns have been
filed. Accordingly, tax liabilities are recorded when, in
management’s judgment, a tax position does not meet the more
likely than not threshold for recognition. For tax positions that meet
the more likely than not threshold, a tax liability may still be
recorded depending on management’s assessment of how the tax
position will ultimately be settled.
The Company records interest and penalties on unrecognized
tax benefits in the provision for income taxes.
McDonald's Corporation 2013 Annual Report 35
McDonald’s Corporation 2013 Annual Report | 35
PER COMMON SHARE INFORMATION
Diluted earnings per common share is calculated using net income
divided by diluted weighted-average shares. Diluted weighted-
average shares include weighted-average shares outstanding plus
the dilutive effect of share-based compensation calculated using
the treasury stock method, of (in millions of shares): 2013–7.6;
2012–10.1; 2011–12.8. Stock options that were not included in
diluted weighted-average shares because they would have been
antidilutive were (in millions of shares): 2013–4.7; 2012–4.7;
2011–0.0.
The Company has elected to exclude the pro forma deferred
tax asset associated with share-based compensation in earnings
per share.
STATEMENT OF CASH FLOWS
The Company considers short-term, highly liquid investments with
an original maturity of 90 days or less to be cash equivalents.
SUBSEQUENT EVENTS
The Company evaluated subsequent events through the date the
financial statements were issued and filed with the U.S. Securities
and Exchange Commission ("SEC"). There were no subsequent
events that required recognition or disclosure.
Property and Equipment
Net property and equipment consisted of:
In millions
Land
Buildings and improvements
on owned land
Buildings and improvements
on leased land
Equipment, signs and
seating
Other
Accumulated depreciation
and amortization
Net property and equipment
December 31, 2013
2012
$ 5,849.3
$ 5,612.6
14,715.6
14,089.0
13,825.2
12,970.8
5,376.8
588.7
40,355.6
5,241.0
577.7
38,491.1
(14,608.3)
$ 25,747.3
(13,813.9)
$ 24,677.2
Depreciation and amortization expense for property and
equipment was (in millions): 2013–$1,498.8; 2012–$1,402.2;
2011–$1,329.6.
Other Operating (Income) Expense, Net
In millions
Gains on sales of restaurant
businesses
Equity in earnings of
unconsolidated affiliates
Asset dispositions and other
expense
Total
2013
2012
2011
$ (199.4) $ (151.5) $ (81.8)
(78.2)
(143.5)
(178.0)
30.4
51.5
23.0
$ (247.2) $ (243.5) $ (236.8)
Gains on sales of restaurant businesses
The Company’s purchases and sales of businesses with its
franchisees are aimed at achieving an optimal ownership mix in
each market. Resulting gains or losses on sales of restaurant
businesses are recorded in operating income because these
transactions are a recurring part of our business.
Equity in earnings of unconsolidated affiliates
Unconsolidated affiliates and partnerships are businesses in which
the Company actively participates but does not control. The
Company records equity in earnings from these entities
representing McDonald’s share of results. For foreign affiliated
markets—primarily Japan—results are reported after interest
expense and income taxes. McDonald’s share of results for
partnerships in certain consolidated markets such as the U.S. are
reported before income taxes. These partnership restaurants are
operated under conventional franchise arrangements and,
therefore, are classified as conventional franchised restaurants.
Asset dispositions and other expense
Asset dispositions and other expense consists of gains or losses
on excess property and other asset dispositions, provisions for
restaurant closings and uncollectible receivables, asset write-offs
due to restaurant reinvestment, and other miscellaneous income
and expenses.
Contingencies
In the ordinary course of business, the Company is subject to
proceedings, lawsuits and other claims primarily related to
competitors, customers, employees, franchisees, government
agencies, intellectual property, shareholders and suppliers. The
Company is required to assess the likelihood of any adverse
judgments or outcomes to these matters as well as potential
ranges of probable losses. A determination of the amount of
accrual required, if any, for these contingencies is made after
careful analysis of each matter. The required accrual may change
in the future due to new developments in each matter or changes
in approach such as a change in settlement strategy in dealing
with these matters. The Company does not believe that any such
matter currently being reviewed will have a material adverse effect
on its financial condition or results of operations.
36 McDonald's Corporation 2013 Annual Report
36 | McDonald’s Corporation 2013 Annual Report
Franchise Arrangements
Conventional franchise arrangements generally include a lease
and a license and provide for payment of initial fees, as well as
continuing rent and royalties to the Company based upon a
percent of sales with minimum rent payments that parallel the
Company’s underlying leases and escalations (on properties that
are leased). Under this arrangement, franchisees are granted the
right to operate a restaurant using the McDonald’s System and, in
most cases, the use of a restaurant facility, generally for a period
of 20 years. These franchisees pay related occupancy costs
including property taxes, insurance and maintenance. Affiliates
and developmental licensees operating under license agreements
pay a royalty to the Company based upon a percent of sales, and
may pay initial fees.
Revenues from franchised restaurants consisted of:
In millions
Rents
Royalties
Initial fees
Revenues from franchised
restaurants
2013
$ 6,054.4
3,100.4
76.7
2012
$ 5,863.5
3,032.6
68.4
2011
$ 5,718.5
2,929.8
64.9
$ 9,231.5
$ 8,964.5
$ 8,713.2
Future minimum rent payments due to the Company under
existing franchise arrangements are:
In millions
Owned sites
Leased sites
Total
2014
2015
2016
2017
2018
Thereafter
Total minimum payments
$ 1,321.4
1,279.4
1,228.5
1,166.9
1,121.9
9,636.4
$15,754.5
$ 1,381.8
1,332.3
1,278.2
1,209.7
1,138.6
8,405.8
$14,746.4
$ 2,703.2
2,611.7
2,506.7
2,376.6
2,260.5
18,042.2
$30,500.9
At December 31, 2013, net property and equipment under
franchise arrangements totaled $15.5 billion (including land of $4.4
billion) after deducting accumulated depreciation and amortization
of $8.1 billion.
Leasing Arrangements
At December 31, 2013, the Company was the lessee at 14,815
restaurant locations through ground leases (the Company leases
the land and the Company or franchisee owns the building) and
through improved leases (the Company leases land and
buildings). Lease terms for most restaurants, where market
conditions allow, are generally for 20 years and, in many cases,
provide for rent escalations and renewal options, with certain
leases providing purchase options. Escalation terms vary by
geographic segment with examples including fixed-rent
escalations, escalations based on an inflation index, and fair-value
market adjustments. The timing of these escalations generally
ranges from annually to every five years. For most locations, the
Company is obligated for the related occupancy costs including
property taxes, insurance and maintenance; however, for
franchised sites, the Company requires the franchisees to pay
these costs. In addition, the Company is the lessee under non-
cancelable leases covering certain offices and vehicles.
The following table provides detail of rent expense:
In millions
Company-operated
restaurants:
U.S.
Outside the U.S.
Total
Franchised restaurants:
U.S.
Outside the U.S.
Total
Other
Total rent expense
2013
2012
2011
$
61.6
713.4
775.0
$
59.1
661.0
720.1
$
55.9
620.4
676.3
441.6
572.0
1,013.6
104.0
$ 1,892.6
433.0
519.7
952.7
104.2
$ 1,777.0
420.0
514.7
934.7
101.7
$ 1,712.7
Rent expense included percent rents in excess of minimum
rents (in millions) as follows–Company-operated restaurants:
2013–$175.6; 2012–$169.6; 2011–$165.2. Franchised
restaurants: 2013–$187.4; 2012–$178.7; 2011–$173.4.
Future minimum payments required under existing operating
leases with initial terms of one year or more are:
In millions
2014
2015
2016
2017
2018
Thereafter
Total minimum payments
Restaurant
$ 1,361.5
1,266.3
1,160.4
1,051.4
947.7
7,444.9
$13,232.2
Other
$ 78.9
67.5
57.9
47.4
42.0
187.0
$ 480.7
Total
$ 1,440.4
1,333.8
1,218.3
1,098.8
989.7
7,631.9
$13,712.9
Income Taxes
Income before provision for income taxes, classified by source of
income, was as follows:
In millions
U.S.
Outside the U.S.
Income before provision for
income taxes
2013
$ 2,912.7
5,291.8
2012
$ 2,879.7
5,199.3
2011
$ 3,202.8
4,809.4
$ 8,204.5
$ 8,079.0
$ 8,012.2
The provision for income taxes, classified by the timing and
location of payment, was as follows:
In millions
U.S. federal
U.S. state
Outside the U.S.
Current tax provision
U.S. federal
U.S. state
Outside the U.S.
Deferred tax provision
Provision for income taxes
2013
$ 1,238.2
175.0
1,180.2
2,593.4
46.2
(6.7)
(14.3)
25.2
$ 2,618.6
2012
$ 1,129.9
189.8
1,160.0
2,479.7
144.9
5.5
(15.9)
134.5
$ 2,614.2
2011
$ 1,173.4
165.2
982.1
2,320.7
189.0
8.6
(9.2)
188.4
$ 2,509.1
McDonald's Corporation 2013 Annual Report 37
McDonald’s Corporation 2013 Annual Report | 37
Net deferred tax liabilities consisted of:
In millions
Property and equipment
Other
Total deferred tax liabilities
Property and equipment
Employee benefit plans
Intangible assets
Deferred foreign tax credits
Operating loss carryforwards
Other
December 31, 2013
$ 1,812.4
639.8
2,452.2
(407.9)
(388.9)
(210.1)
(192.3)
(154.0)
(347.6)
2012
$ 1,713.9
636.4
2,350.3
(403.6)
(362.9)
(258.0)
(179.5)
(92.4)
(319.4)
Total deferred tax assets
before valuation allowance
Valuation allowance
Net deferred tax liabilities
Balance sheet presentation:
Deferred income taxes
Other assets-miscellaneous
Current assets-prepaid expenses
and other current assets
Net deferred tax liabilities
(1,700.8)
172.8
$ 924.2
(1,615.8)
127.0
$ 861.5
$ 1,647.7
(621.4)
$ 1,531.1
(603.6)
(102.1)
$ 924.2
(66.0)
$ 861.5
The statutory U.S. federal income tax rate reconciles to the
effective income tax rates as follows:
Statutory U.S. federal income tax rate
State income taxes, net of related
federal income tax benefit
Benefits and taxes related to foreign
operations
Other, net
Effective income tax rates
2012
2013
35.0% 35.0% 35.0%
2011
1.3
1.6
1.4
(4.1)
(4.0)
(0.1)
(0.4)
31.9% 32.4% 31.3%
(4.7)
(0.4)
As of December 31, 2013 and 2012, the Company’s gross
unrecognized tax benefits totaled $512.7 million and $482.4
million, respectively. After considering the deferred tax accounting
impact, it is expected that about $380 million of the total as of
December 31, 2013 would favorably affect the effective tax rate if
resolved in the Company’s favor.
The following table presents a reconciliation of the beginning
and ending amounts of unrecognized tax benefits:
In millions
Balance at January 1
Decreases for positions taken in prior years
Increases for positions taken in prior years
Increases for positions related to the current
year
Settlements with taxing authorities
Lapsing of statutes of limitations
Balance at December 31(1)
2013
$ 482.4
(38.3)
29.4
2012
$ 565.0
(65.7)
36.9
53.8
(2.4)
(12.2)
47.3
(95.8)
(5.3)
$ 512.7
$ 482.4
(1) Of this amount, $495.1 million and $481.7 million are included in long-term
liabilities for 2013 and 2012, respectively, and $16.8 million is included in
current liabilities - income taxes for 2013 on the Consolidated balance
sheet. The remainder is included in deferred income taxes on the
Consolidated balance sheet.
38 McDonald's Corporation 2013 Annual Report
38 | McDonald’s Corporation 2013 Annual Report
In December 2012, the Company reached a final settlement
with the Internal Revenue Service ("IRS") Appeals Division
regarding its U.S. federal income tax returns for 2007 and 2008.
The Company agreed to a settlement of about $80 million,
primarily related to proposed foreign tax credit adjustments of
about $400 million. The liabilities previously recorded and
determined in accordance with Topic 740 - Income Taxes of the
Accounting Standards Codification ("ASC") related to this matter
were adequate. Additionally, no cash payment was made related
to this settlement as the Company had previously made a tax
deposit with the IRS. The agreement did not have a material
impact on the Company's cash flows, results of operations or
financial position.
The Company's 2009 and 2010 U.S. federal income tax
returns are currently under examination and the completion of the
field examination is expected in 2014. In connection with this
examination, the Company agreed to certain adjustments that
have been proposed by the IRS and appropriately accounted for
these adjustments in accordance with ASC 740. The Company is
also under audit in multiple state and foreign tax jurisdictions. It is
reasonably possible that the audits in certain of these jurisdictions
could be completed within 12 months. Due to the expected
settlement of the 2009 and 2010 IRS agreed adjustments, the
possible completion of the aforementioned state and foreign tax
audits and the expiration of the statute of limitations in multiple tax
jurisdictions, it is reasonably possible that the total amount of
unrecognized tax benefits could decrease within the next 12
months by $120 million to $140 million, of which $5 million to $10
million could favorably affect the effective tax rate.
Also in connection with the Company’s 2009 and 2010 U.S.
federal income tax returns, the Company received notices of
proposed adjustments ("NOPAs") in 2014 and expects to receive
additional NOPAs within the next 12 months from the IRS related
to certain transfer pricing matters. It is reasonably possible that the
receipt of these future NOPAs will provide new information that
causes the Company to reassess the total amount of
unrecognized tax benefits recorded. In addition, the Company is
currently under audit in other tax jurisdictions. Completion of the
tax audits for certain jurisdictions is not expected within 12
months. However, it is reasonably possible that, as a result
of audit progression within the next 12 months, there may be new
information that causes the Company to reassess the total amount
of unrecognized tax benefits recorded. While the Company cannot
estimate the impact that new information may have on our
unrecognized tax benefit balance, we believe that the liabilities
recorded are appropriate and adequate as determined under ASC
740.
The Company is generally no longer subject to U.S. federal,
state and local, or non-U.S. income tax examinations by tax
authorities for years prior to 2007.
The Company had $55.4 million and $37.7 million accrued for
interest and penalties at December 31, 2013 and 2012,
respectively. The Company recognized interest and penalties
related to tax matters of $14.4 million in 2013, $11.2 million in
2012, and $4.8 million in 2011, which are included in the provision
for income taxes.
Deferred U.S. income taxes have not been recorded for
temporary differences related to investments in certain foreign
subsidiaries and corporate joint ventures. These temporary
differences were approximately $16.1 billion at December 31,
2013 and consisted primarily of undistributed earnings considered
permanently invested in operations outside the U.S. Determination
of the deferred income tax liability on these unremitted earnings is
not practicable because such liability, if any, is dependent on
circumstances existing if and when remittance occurs.
Segment and Geographic Information
The Company operates in the global restaurant industry and
manages its business as distinct geographic segments. All
intercompany revenues and expenses are eliminated in computing
revenues and operating income. Corporate general and
administrative expenses are included in Other Countries &
Corporate and consist of home office support costs in areas such
as facilities, finance, human resources, information technology,
legal, marketing, restaurant operations, supply chain and training.
Corporate assets include corporate cash and equivalents, asset
portions of financial instruments and home office facilities.
In millions
U.S.
Europe
APMEA
Other Countries &
Corporate
Total revenues
U.S.
Europe
APMEA
Other Countries &
Corporate
Total operating income
U.S.
Europe
APMEA
Other Countries &
Corporate
Total assets
U.S.
Europe
APMEA
Other Countries &
Corporate
Total capital
expenditures
U.S.
Europe
APMEA
Other Countries &
Corporate
2013
$ 8,851.3
11,299.8
6,477.2
2012
$ 8,813.7
10,827.4
6,391.1
2011
$ 8,528.2
10,886.4
6,019.5
1,477.4
$ 28,105.7
$ 3,779.3
3,370.6
1,479.7
134.7
$ 8,764.3
$ 11,711.8
15,096.3
6,202.7
3,615.5
$ 36,626.3
875.5
$
1,157.3
654.6
1,534.8
$ 27,567.0
$ 3,750.4
3,195.8
1,566.1
92.3
$ 8,604.6
$ 11,431.6
14,223.3
6,419.3
3,312.3
$ 35,386.5
$ 1,065.0
1,114.7
716.6
1,571.9
$ 27,006.0
$ 3,666.2
3,226.7
1,525.8
111.0
$ 8,529.7
$ 10,865.5
12,015.1
5,824.2
4,285.1
$ 32,989.9
786.5
$
1,130.1
614.1
137.3
152.9
199.1
$ 2,824.7
503.6
$
627.1
319.2
$ 3,049.2
477.1
$
573.5
296.2
$ 2,729.8
446.0
$
570.3
267.5
135.2
141.7
131.2
Total depreciation and
amortization
$ 1,585.1
$ 1,488.5
$ 1,415.0
Total long-lived assets, primarily property and equipment,
were (in millions)–Consolidated: 2013–$30,679.8; 2012–
$29,644.5; 2011–$27,587.6; U.S. based: 2013–$11,632.2; 2012–
$11,308.7; 2011–$10,724.9.
Debt Financing
LINE OF CREDIT AGREEMENTS
At December 31, 2013, the Company had a $1.5 billion line of
credit agreement expiring in November 2016 with fees of
0.065% per annum on the total commitment, which remained
unused. Fees and interest rates on this line are based on the
Company’s long-term credit rating assigned by Moody’s and
Standard & Poor’s. In addition, the Company's subsidiaries had
unused lines of credit that were primarily uncommitted, short-term
and denominated in various currencies at local market rates of
interest.
The weighted-average interest rate of short-term borrowings
was 5.1% at December 31, 2013 (based on $609.7 million of
foreign currency bank line borrowings) and 4.1% at December 31,
2012 (based on $581.3 million of foreign currency bank line
borrowings and $200.0 million of commercial paper).
DEBT OBLIGATIONS
The Company has incurred debt obligations principally through
public and private offerings and bank loans. There are no
provisions in the Company’s debt obligations that would accelerate
repayment of debt as a result of a change in credit ratings or a
material adverse change in the Company’s business. Certain of
the Company’s debt obligations contain cross-acceleration
provisions, and restrictions on Company and subsidiary
mortgages and the long-term debt of certain subsidiaries. Under
certain agreements, the Company has the option to retire debt
prior to maturity, either at par or at a premium over par. The
Company has no current plans to retire a significant amount of its
debt prior to maturity.
ESOP LOANS
Borrowings related to the leveraged Employee Stock Ownership
Plan ("ESOP") at December 31, 2013, which include $23.2 million
of loans from the Company to the ESOP, are reflected as debt with
a corresponding reduction of shareholders’ equity (additional paid-
in capital included a balance of $19.9 million and $27.2 million at
December 31, 2013 and 2012, respectively). The ESOP is
repaying the loans and interest through 2018 using Company
contributions and dividends from its McDonald’s common stock
holdings. As the principal amount of the borrowings is repaid, the
debt and the unearned ESOP compensation (additional paid-in
capital) are reduced.
McDonald's Corporation 2013 Annual Report 39
McDonald’s Corporation 2013 Annual Report | 39
The following table summarizes the Company’s debt obligations (interest rates and debt amounts reflected in the table include the
effects of interest rate swaps).
Interest rates(1)
December 31
Amounts outstanding
December 31
In millions of U.S. Dollars
Fixed
Floating
Total U.S. Dollars
Fixed
Floating
Total Euro
Fixed
Floating
Total Japanese Yen
Total British Pounds Sterling-Fixed
Fixed
Floating
Total Chinese Renminbi
Fixed
Floating
Total other currencies(2)
Debt obligations before fair value adjustments(3)
Fair value adjustments(4)
Total debt obligations(5)
Maturity dates
2013
2012
4.6%
3.2
4.8%
1.2
2014-2043
2014-2025
2014-2030
2020-2032
2014
2014-2021
3.3
2.8
2.9
0.4
6.0
—
5.4
1.9
3.6
3.7
2.9
2.9
0.4
6.0
3.0
5.6
1.9
4.4
2013
$ 6,460.6
1,900.0
8,360.6
2,884.9
357.2
3,242.1
118.7
759.8
878.5
744.3
—
525.1
525.1
281.0
85.4
366.4
14,117.0
12.8
2012
$ 7,075.7
1,650.0
8,725.7
1,847.2
348.0
2,195.2
144.2
923.3
1,067.5
730.1
32.1
470.8
502.9
273.3
95.5
368.8
13,590.2
42.3
$14,129.8
$13,632.5
(1) Weighted-average effective rate, computed on a semi-annual basis.
(2) Primarily consists of Swiss Francs and Korean Won.
(3) Aggregate maturities for 2013 debt balances, before fair value adjustments, were as follows (in millions): 2014–$0.0; 2015–$1,199.2; 2016–$2,094.6; 2017–
$1,054.2; 2018–$1,003.9; Thereafter–$8,765.1. These amounts include a reclassification of short-term obligations totaling $1.2 billion to long-term obligations as
they are supported by a long-term line of credit agreement expiring in November 2016.
(4) The carrying value of underlying items in fair value hedges, in this case debt obligations, are adjusted for fair value changes to the extent they are attributable to
the risk designated as being hedged. The related hedging instrument is also recorded at fair value in prepaid expenses and other current assets, miscellaneous
other assets or other long-term liabilities.
(5) The increase in debt obligations from December 31, 2012 to December 31, 2013 was primarily due to net issuances of $0.5 billion.
Employee Benefit Plans
The Company’s Profit Sharing and Savings Plan for U.S.-based
employees includes a 401(k) feature, a regular employee match
feature, and a discretionary employer profit sharing match. The
401(k) feature allows participants to make pretax contributions that
are matched each pay period from shares released under the
ESOP. The Profit Sharing and Savings Plan also provides for a
discretionary employer profit sharing match after the end of the
year for those participants eligible to share in the match.
All current account balances and future contributions and
related earnings can be invested in several investment
alternatives as well as McDonald’s common stock in accordance
with each participant’s elections. Participants’ contributions to the
401(k) feature and the discretionary employer matching
contribution feature are limited to 20% investment in McDonald’s
common stock. Participants may choose to make separate
investment choices for current account balances and for future
contributions.
The Company also maintains certain nonqualified
supplemental benefit plans that allow participants to (i) make tax-
deferred contributions and (ii) receive Company-provided
allocations that cannot be made under the Profit Sharing and
Savings Plan because of IRS limitations. The investment
alternatives and returns are based on certain market-rate
investment alternatives under the Profit Sharing and Savings Plan.
40 McDonald's Corporation 2013 Annual Report
40 | McDonald’s Corporation 2013 Annual Report
Total liabilities were $531.1 million at December 31, 2013, and
$493.5 million at December 31, 2012, and were primarily included
in other long-term liabilities on the Consolidated balance sheet.
The Company has entered into derivative contracts to hedge
market-driven changes in certain of the liabilities. At December 31,
2013, derivatives with a fair value of $128.2 million indexed to the
Company's stock and a total return swap with a notional amount of
$181.4 million indexed to certain market indices were included at
their fair value in Miscellaneous other assets and Prepaid
expenses and other current assets, respectively, on the
Consolidated balance sheet. Changes in liabilities for these
nonqualified plans and in the fair value of the derivatives are
recorded primarily in Selling, general & administrative expenses.
Changes in fair value of the derivatives indexed to the Company’s
stock are recorded in the income statement because the contracts
provide the counterparty with a choice to settle in cash or shares.
Total U.S. costs for the Profit Sharing and Savings Plan,
including nonqualified benefits and related hedging activities, were
(in millions): 2013–$21.9; 2012–$27.9; 2011–$41.3. Certain
subsidiaries outside the U.S. also offer profit sharing, stock
purchase or other similar benefit plans. Total plan costs outside
the U.S. were (in millions): 2013–$51.2; 2012–$62.5; 2011–$58.3.
The total combined liabilities for international retirement plans
were $75.0 million and $77.7 million at December 31, 2013 and
2012, respectively. Other post-retirement benefits and post-
employment benefits were immaterial.
Share-based Compensation
The Company maintains a share-based compensation plan which authorizes the granting of various equity-based incentives including stock
options and restricted stock units (RSUs) to employees and nonemployee directors. The number of shares of common stock reserved for
issuance under the plans was 73.1 million at December 31, 2013, including 46.0 million available for future grants.
STOCK OPTIONS
Stock options to purchase common stock are granted with an exercise price equal to the closing market price of the Company’s stock on the
date of grant. Substantially all of the options become exercisable in four equal installments, beginning a year from the date of the grant, and
generally expire 10 years from the grant date.
Intrinsic value for stock options is defined as the difference between the current market value of the Company’s stock and the exercise
price. During 2013, 2012 and 2011, the total intrinsic value of stock options exercised was $325.2 million, $469.8 million and $416.5 million,
respectively. Cash received from stock options exercised during 2013 was $233.3 million and the tax benefit realized from stock options
exercised totaled $98.9 million. The Company uses treasury shares purchased under the Company’s share repurchase program to satisfy
share-based exercises.
A summary of the status of the Company’s stock option grants as of December 31, 2013, 2012 and 2011, and changes during the years
then ended, is presented in the following table:
Options
Outstanding at beginning of year
Granted
Exercised
Forfeited/expired
Outstanding at end of year
Exercisable at end of year
Shares in
millions
27.4
3.7
(5.7)
(0.3)
25.1
15.6
Weighted-
average
exercise
price
$ 59.86
94.36
40.12
79.15
$ 69.15
$ 56.43
Weighted-
average
remaining
contractual
life in years
2013
Aggregate
intrinsic
value in
millions
5.9
4.5
$ 713.7
$ 638.6
2012
Weighted-
average
exercise
price
$ 47.77
99.63
38.51
55.28
$ 59.86
Shares in
millions
31.7
4.9
(8.6)
(0.6)
27.4
17.1
2011
Weighted-
average
exercise
price
$ 42.47
75.97
37.46
55.00
$ 47.77
Shares in
millions
37.4
3.9
(9.0)
(0.6)
31.7
21.9
RSUs
RSUs generally vest 100% on the third anniversary of the grant and are payable in either shares of McDonald’s common stock or cash, at
the Company’s discretion. Certain executives have been awarded RSUs that vest based on Company performance. The fair value of each
RSU granted is equal to the market price of the Company’s stock at date of grant less the present value of expected dividends over the
vesting period.
A summary of the Company’s RSU activity during the years ended December 31, 2013, 2012 and 2011 is presented in the following
table:
RSUs
Nonvested at beginning of year
Granted
Vested
Forfeited
Nonvested at end of year
2013
Weighted-
average
grant date
fair value
$ 68.23
83.98
56.93
82.44
$ 78.89
Shares in
millions
1.8
1.0
(0.7)
(0.1)
2.0
2012
Weighted-
average
grant date
fair value
$ 56.78
90.34
50.69
68.72
$ 68.23
Shares in
millions
2.1
0.5
(0.8)
0.0
1.8
2011
Weighted-
average
grant date
fair value
$ 51.17
67.96
49.88
50.16
$ 56.78
Shares in
millions
2.3
0.6
(0.7)
(0.1)
2.1
The total fair value of RSUs vested during 2013, 2012 and 2011 was $60.2 million, $76.4 million and $55.5 million, respectively. The tax
benefit realized from RSUs vested during 2013 was $18.3 million.
McDonald's Corporation 2013 Annual Report 41
McDonald’s Corporation 2013 Annual Report | 41
Quarterly Results (Unaudited)
In millions, except per share data
Revenues
Sales by Company-operated
restaurants
Revenues from franchised
restaurants
Total revenues
Company-operated margin
Franchised margin
Operating income
Net income
Earnings per common
share—basic
Earnings per common
share—diluted
Dividends declared per
common share
Weighted-average
common shares—basic
Weighted-average
common shares—diluted
Market price per common
share:
High
Low
Close
Quarters ended
December 31
2012
2013
Quarters ended
September 30
2012
2013
Quarters ended
June 30
2012
2013
Quarters ended
March 31
2012
2013
$ 4,744.3
$ 4,658.4
$ 4,923.1 $ 4,838.4
$ 4,761.4
$ 4,673.5
$ 4,445.4
$4,432.2
2,348.9
7,093.2
815.6
1,927.2
2,200.4
$ 1,397.0
2,293.7
6,952.1
827.3
1,901.0
2,197.8
$ 1,396.1
$
$
1.41
1.40
$
$
1.39
1.38
2,400.3
7,323.4
918.7
1,991.9
2,416.7
2,314.0
7,152.4
924.0
1,930.6
2,287.2
$ 1,522.2 $ 1,455.0
$
$
$
1.53 $
1.45
1.52 $
1.43
1.58
(1) $
1.47 (2)
2,322.4
7,083.8
841.9
1,923.3
2,197.7
$ 1,396.5
2,242.4
6,915.9
849.7
1,866.2
2,155.0
$ 1,347.0
$
$
$
1.39
1.38
0.77
$
$
$
1.33
1.32
0.70
2,159.9
6,605.3
719.4
1,764.7
1,949.5
$ 1,270.2
2,114.4
6,546.6
777.8
1,739.7
1,964.6
$1,266.7
$
$
$
1.27
1.26
0.77
$
$
$
1.24
1.23
0.70
992.5
1,002.4
997.3
1,006.1
1,001.4
1,013.8
1,002.7
1,018.2
999.3
1,010.7
1,004.2
1,015.4
1,008.7
1,023.9
1,010.8
1,030.0
$ 99.27
93.14
97.03
$ 94.16
83.31
88.21
$ 101.81 $ 94.00
86.15
91.75
94.01
96.21
$ 103.70
95.16
99.00
$ 99.50
85.92
88.53
$ 99.78
89.25
99.69
$ 102.22
95.13
98.10
(1)
Includes a $0.77 per share dividend declared and paid in third quarter and a $0.81 per share dividend declared in third quarter and paid in fourth quarter.
(2)
Includes a $0.70 per share dividend declared and paid in third quarter and a $0.77 per share dividend declared in third quarter and paid in fourth quarter.
42 McDonald's Corporation 2013 Annual Report
42 | McDonald’s Corporation 2013 Annual Report
Management’s Assessment of Internal Control Over Financial Reporting
The financial statements were prepared by management, which is responsible for their integrity and objectivity and for establishing and
maintaining adequate internal controls over financial reporting.
The Company’s internal control over financial reporting is designed to provide reasonable assurance regarding the reliability of financial
reporting and the preparation of financial statements for external purposes in accordance with generally accepted accounting principles. The
Company’s internal control over financial reporting includes those policies and procedures that:
I.
pertain to the maintenance of records that, in reasonable detail, accurately and fairly reflect the transactions and dispositions of the
assets of the Company;
II. provide reasonable assurance that transactions are recorded as necessary to permit preparation of financial statements in
accordance with generally accepted accounting principles, and that receipts and expenditures of the Company are being made
only in accordance with authorizations of management and directors of the Company; and
III. provide reasonable assurance regarding prevention or timely detection of unauthorized acquisition, use or disposition of the
Company’s assets that could have a material effect on the financial statements.
There are inherent limitations in the effectiveness of any internal control, including the possibility of human error and the circumvention or
overriding of controls. Accordingly, even effective internal controls can provide only reasonable assurances with respect to financial
statement preparation. Further, because of changes in conditions, the effectiveness of internal controls may vary over time.
Management assessed the design and effectiveness of the Company’s internal control over financial reporting as of December 31, 2013. In
making this assessment, management used the criteria set forth by the Committee of Sponsoring Organizations of the Treadway
Commission (“COSO”) in Internal Control – Integrated Framework (1992 Framework).
Based on management’s assessment using those criteria, as of December 31, 2013, management believes that the Company’s internal
control over financial reporting is effective.
Ernst & Young, LLP, independent registered public accounting firm, has audited the financial statements of the Company for the fiscal years
ended December 31, 2013, 2012 and 2011 and the Company’s internal control over financial reporting as of December 31, 2013. Their
reports are presented on the following pages. The independent registered public accountants and internal auditors advise management of
the results of their audits, and make recommendations to improve the system of internal controls. Management evaluates the audit
recommendations and takes appropriate action.
McDONALD’S CORPORATION
February 24, 2014
McDonald's Corporation 2013 Annual Report 43
McDonald’s Corporation 2013 Annual Report | 43
Report of Independent Registered Public Accounting Firm
The Board of Directors and Shareholders of McDonald’s Corporation
We have audited the accompanying consolidated balance sheets of McDonald’s Corporation as of December 31, 2013 and 2012, and the
related consolidated statements of income, comprehensive income, shareholders’ equity, and cash flows for each of the three years in the
period ended December 31, 2013. These financial statements are the responsibility of the Company's management. Our responsibility is to
express an opinion on these financial statements based on our audits.
We conducted our audits in accordance with the standards of the Public Company Accounting Oversight Board (United States). Those
standards require that we plan and perform the audit to obtain reasonable assurance about whether the financial statements are free of
material misstatement. An audit includes examining, on a test basis, evidence supporting the amounts and disclosures in the financial
statements. An audit also includes assessing the accounting principles used and significant estimates made by management, as well as
evaluating the overall financial statement presentation. We believe that our audits provide a reasonable basis for our opinion.
In our opinion, the financial statements referred to above present fairly, in all material respects, the consolidated financial position of
McDonald’s Corporation at December 31, 2013 and 2012, and the consolidated results of its operations and its cash flows for each of the
three years in the period ended December 31, 2013, in conformity with U.S. generally accepted accounting principles.
We also have audited, in accordance with the standards of the Public Company Accounting Oversight Board (United States), McDonald’s
Corporation’s internal control over financial reporting as of December 31, 2013, based on criteria established in Internal Control-Integrated
Framework issued by the Committee of Sponsoring Organizations of the Treadway Commission (1992 framework) and our report dated
February 24, 2014, expressed an unqualified opinion thereon.
ERNST & YOUNG LLP
Chicago, Illinois
February 24, 2014
44 McDonald's Corporation 2013 Annual Report
44 | McDonald’s Corporation 2013 Annual Report
Report of Independent Registered Public Accounting Firm on Internal Control Over Financial Reporting
The Board of Directors and Shareholders of McDonald’s Corporation
We have audited McDonald's Corporation's internal control over financial reporting as of December 31, 2013 based on criteria established in
Internal Control-Integrated Framework issued by the Committee of Sponsoring Organizations of the Treadway Commission (1992
framework) (the COSO criteria). McDonald’s Corporation’s management is responsible for maintaining effective internal control over
financial reporting, and for its assessment of the effectiveness of internal control over financial reporting included in the accompanying
report on Management’s Assessment of Internal Control over Financial Reporting. Our responsibility is to express an opinion on the
Company’s internal control over financial reporting based on our audit.
We conducted our audit in accordance with the standards of the Public Company Accounting Oversight Board (United States). Those
standards require that we plan and perform the audit to obtain reasonable assurance about whether effective internal control over financial
reporting was maintained in all material respects. Our audit included obtaining an understanding of internal control over financial reporting,
assessing the risk that a material weakness exists, testing and evaluating the design and operating effectiveness of internal control based
on the assessed risk, and performing such other procedures as we considered necessary in the circumstances. We believe that our audit
provides a reasonable basis for our opinion.
A company’s internal control over financial reporting is a process designed to provide reasonable assurance regarding the reliability of
financial reporting and the preparation of financial statements for external purposes in accordance with generally accepted accounting
principles. A company’s internal control over financial reporting includes those policies and procedures that (1) pertain to the maintenance of
records that, in reasonable detail, accurately and fairly reflect the transactions and dispositions of the assets of the company; (2) provide
reasonable assurance that transactions are recorded as necessary to permit preparation of financial statements in accordance with
generally accepted accounting principles, and that receipts and expenditures of the company are being made only in accordance with
authorizations of management and directors of the company; and (3) provide reasonable assurance regarding prevention or timely detection
of unauthorized acquisition, use, or disposition of the company’s assets that could have a material effect on the financial statements.
Because of its inherent limitations, internal control over financial reporting may not prevent or detect misstatements. Also, projections of any
evaluation of effectiveness to future periods are subject to the risk that controls may become inadequate because of changes in conditions,
or that the degree of compliance with the policies or procedures may deteriorate.
In our opinion, McDonald’s Corporation maintained, in all material respects, effective internal control over financial reporting as of
December 31, 2013, based on the COSO criteria.
We also have audited, in accordance with the standards of the Public Company Accounting Oversight Board (United States), the
consolidated financial statements of McDonald’s Corporation as of December 31, 2013 and 2012 and for each of the three years in the
period ended December 31, 2013, and our report dated February 24, 2014, expressed an unqualified opinion thereon.
ERNST & YOUNG LLP
Chicago, Illinois
February 24, 2014
McDonald's Corporation 2013 Annual Report 45
McDonald’s Corporation 2013 Annual Report | 45
ITEM 9. Changes in and Disagreements With
Accountants on Accounting and Financial
Disclosure
None.
ITEM 9A. Controls and Procedures
DISCLOSURE CONTROLS
An evaluation was conducted under the supervision and with the
participation of the Company’s management, including the Chief
Executive Officer ("CEO") and Chief Financial Officer ("CFO"), of
the effectiveness of the design and operation of the Company’s
disclosure controls and procedures as of December 31, 2013.
Based on that evaluation, the CEO and CFO concluded that the
Company’s disclosure controls and procedures were effective as
of such date to ensure that information required to be disclosed in
the reports that it files or submits under the Exchange Act is
recorded, processed, summarized and reported within the time
periods specified in SEC rules and forms.
INTERNAL CONTROL OVER FINANCIAL REPORTING
The Company’s management, including the CEO and CFO,
confirm that there was no change in the Company’s internal
control over financial reporting during the quarter ended
December 31, 2013 that has materially affected, or is reasonably
likely to materially affect, the Company’s internal control over
financial reporting.
MANAGEMENT’S REPORT
Management’s Report and the Report of Independent Registered
Public Accounting Firm on Internal Control Over Financial
Reporting are set forth in Part II, Item 8 of this Form 10-K.
ITEM 9B. Other Information
None.
PART III
ITEM 10. Directors, Executive Officers and
Corporate Governance
Information regarding (i) directors and the Company’s Code of
Conduct for the Board of Directors and (ii) its Standards of
Business Conduct, which applies to all officers and employees, is
incorporated herein by reference from the Company’s definitive
proxy statement, which will be filed no later than 120 days after
December 31, 2013. We will post any amendments to or any
waivers for directors and executive officers from provisions of the
above-referenced documents on the Company’s website at
www.governance.mcdonalds.com.
Information regarding all of the Company’s executive officers
is included in Part I, page 7 of this Form 10-K.
ITEM 11. Executive Compensation
Incorporated herein by reference from the Company’s definitive
proxy statement, which will be filed no later than 120 days after
December 31, 2013.
ITEM 12. Security Ownership of Certain Beneficial Owners and Management and Related Shareholder
Matters
The following table summarizes information about the Company’s equity compensation plans as of December 31, 2013. All outstanding
awards relate to the Company’s common stock. Shares issued under all of the following plans may be from the Company’s treasury, newly
issued or both.
Equity compensation plan information
Plan category
Equity compensation plans approved by security holders
Equity compensation plans not approved by security holders
Total
Number of securities
to be issued upon
exercise of
outstanding options,
warrants and rights
Weighted-average
exercise price of
outstanding options,
warrants and rights
Number of securities
remaining available for
future issuance under
equity compensation plans
(excluding securities
reflected in column (a))
(a)
26,920,043 (1) $
197,372 (2)
27,117,415 $
(b)
70.14
35.15
69.88
(c)
46,006,762
46,006,762
(1)
Includes 21,144,095 stock options and 1,072,450 restricted stock units granted under the McDonald’s Corporation 2001 Omnibus Stock Ownership Plan and
3,744,100 stock options and 959,398 restricted stock units granted under the McDonald's Corporation 2012 Omnibus Stock Ownership Plan.
(2)
Includes 197,372 stock options granted under the 1992 Stock Ownership Plan.
Additional matters incorporated herein by reference from the Company’s definitive proxy statement, which will be filed no later than
120 days after December 31, 2013.
46 McDonald's Corporation 2013 Annual Report
46 | McDonald’s Corporation 2013 Annual Report
ITEM 13. Certain Relationships and Related
Transactions, and Director Independence
ITEM 14. Principal Accountant Fees and
Services
Incorporated herein by reference from the Company’s definitive
proxy statement, which will be filed no later than 120 days after
December 31, 2013.
Incorporated herein by reference from the Company’s definitive
proxy statement, which will be filed no later than 120 days after
December 31, 2013.
PART IV
ITEM 15. Exhibits and Financial Statement Schedules
a.
(1) All financial statements
Consolidated financial statements filed as part of this report are listed under Part II, Item 8, pages 26 through 41 of this Form 10-K.
(2) Financial statement schedules
No schedules are required because either the required information is not present or is not present in amounts sufficient to require
submission of the schedule, or because the information required is included in the consolidated financial statements or the notes
thereto.
b.
Exhibits
The exhibits listed in the accompanying index are filed as part of this report.
McDonald’s Corporation Exhibit Index (Item 15)
Exhibit Number
Description
(3)
(a) Restated Certificate of Incorporation, effective as of June 14, 2012, incorporated herein by reference from Form 10-Q,
for the quarter ended June 30, 2012.
(b) By-Laws, as amended and restated with effect as of July 19, 2012, incorporated herein by reference from Form 8-K,
filed July 20, 2012.
(4)
Instruments defining the rights of security holders, including Indentures:*
(a) Senior Debt Securities Indenture, incorporated herein by reference from Exhibit (4)(a) of Form S-3 Registration
Statement (File No. 333-14141), filed October 15, 1996.
(i)
(ii)
(iii)
(iv)
6 3/8% Debentures due 2028. Supplemental Indenture No. 1, dated January 8, 1998, incorporated herein by
reference from Exhibit (4)(a) of Form 8-K, filed January 13, 1998.
Medium-Term Notes, Series F, Due from 1 Year to 60 Years from Date of Issue. Supplemental Indenture No.
4, incorporated herein by reference from Exhibit (4)(c) of Form S-3 Registration Statement (File No.
333-59145), filed July 15, 1998.
Medium-Term Notes, Series I, Due from 1 Year to 60 Years from Date of Issue. Supplemental Indenture No. 8,
incorporated herein by reference from Exhibit (4)(c) of Form S-3 Registration Statement (File No.
333-139431), filed December 15, 2006.
Medium-Term Notes, Due from One Year to 60 Years from Date of Issue. Supplemental Indenture No. 9,
incorporated herein by reference from Exhibit (4)(c) of Form S-3 Registration Statement (File No.
333-162182), filed September 28, 2009.
(b) Subordinated Debt Securities Indenture, incorporated herein by reference from Exhibit (4)(b) of Form S-3 Registration
Statement (File No. 333-14141), filed October 15, 1996.
(10)
Material Contracts
(a) Directors’ Deferred Compensation Plan, effective as of January 1, 2008, incorporated herein by reference from
Form 8-K, filed December 4, 2007.**
(b) McDonald’s Excess Benefit and Deferred Bonus Plan, effective January 1, 2011, as amended and restated
March 22, 2010, incorporated herein by reference from Form 10-Q, for the quarter ended March 31, 2010.**
(c) McDonald’s Corporation Supplemental Profit Sharing and Savings Plan, effective as of September 1, 2001,
incorporated herein by reference from Form 10-K, for the year ended December 31, 2001.**
(i)
(ii)
First Amendment to the McDonald’s Corporation Supplemental Profit Sharing and Savings Plan, effective as
of January 1, 2002, incorporated herein by reference from Form 10-K, for the year ended December 31,
2002.**
Second Amendment to the McDonald’s Corporation Supplemental Profit Sharing and Savings Plan, effective
January 1, 2005, incorporated herein by reference from Form 10-K, for the year ended December 31, 2004.**
(d) 1992 Stock Ownership Incentive Plan, as amended and restated January 1, 2001, incorporated herein by reference
from Form 10-Q, for the quarter ended March 31, 2001.**
McDonald's Corporation 2013 Annual Report 47
McDonald’s Corporation 2013 Annual Report | 47
(i)
First Amendment to McDonald’s Corporation 1992 Stock Ownership Incentive Plan, as amended and restated,
effective as of February 14, 2007, incorporated herein by reference from Form 10-Q, for the quarter ended
March 31, 2007.**
(e) McDonald’s Corporation Executive Retention Replacement Plan, effective as of December 31, 2007 (as amended
and restated on December 31, 2008), incorporated herein by reference from Form 10-K, for the year ended
December 31, 2008.**
(f) McDonald’s Corporation Amended and Restated 2001 Omnibus Stock Ownership Plan, effective July 1, 2008,
incorporated herein by reference from Form 10-Q, for the quarter ended June 30, 2009.**
(i)
(ii)
First amendment to the McDonald’s Corporation Amended and Restated 2001 Omnibus Stock Ownership
Plan, incorporated herein by reference from Form 10-K, for the year ended December 31, 2008.**
Second Amendment to the McDonald’s Corporation Amended and Restated 2001 Omnibus Stock Ownership
Plan as amended, effective February 9, 2011, incorporated herein by reference from Form 10-K, for the year
ended December 31, 2010.**
(g) McDonald's Corporation 2012 Omnibus Stock Ownership Plan, effective June 1, 2012, incorporated herein by
reference from Form 10-Q, for the quarter ended September 30, 2012.**
(h) McDonald’s Corporation 2009 Cash Incentive Plan, effective as of May 27, 2009, incorporated herein by reference
from Form 10-Q, for the quarter ended June 30, 2009.**
(i) McDonald's Corporation Target Incentive Plan, effective January 1, 2013, incorporated herein by reference from Form
10-Q, for the quarter ended March 31, 2013.**
(j) McDonald's Corporation Cash Performance Unit Plan, effective February 13, 2013, incorporated herein by reference
from Form 10-Q, for the quarter ended March 31, 2013.**
(k) Form of Executive Stock Option Grant Agreement in connection with the Amended and Restated 2001 Omnibus
Stock Ownership Plan, as amended, incorporated herein by reference from Form 10-K, for the year ended
December 31, 2011.**
(l)
Form of Executive Performance-Based Restricted Stock Unit Award Agreement in connection with the Amended and
Restated 2001 Omnibus Stock Ownership Plan, as amended, incorporated herein by reference from Form 10-K, for
the year ended December 31, 2011.**
(m) Form of Executive Stock Option Award Agreement in connection with the 2012 Omnibus Stock Ownership Plan,
incorporated herein by reference from Form 10-Q, for the quarter ended March 31, 2013.**
(n) Form of Executive Performance-Based Restricted Stock Unit Award Agreement in connection with the 2012 Omnibus
Stock Ownership Plan, incorporated herein by reference from Form 10-Q, for the quarter ended March 31, 2013.**
(o) Form of Special CPUP Performance-Based Restricted Stock Unit Award Agreement in connection with the 2012
Omnibus Stock Ownership Plan, incorporated herein by reference from Form 10-Q, for the quarter ended March 31,
2013.**
(p) McDonald’s Corporation Severance Plan, as Amended and Restated, effective September 9, 2013, incorporated
herein by reference from Form 10-Q, for the quarter ended September 30, 2013. **
(q) Form of McDonald's Corporation Tier I Change of Control Employment Agreement, incorporated herein by reference
from Form 10-Q, for the quarter ended September 30, 2008.**
(r) Amended Assignment Agreement between Timothy Fenton and the Company, dated January 2008, incorporated
herein by reference from Form 10-Q, for the quarter ended March 31, 2008.**
(i)
2009 Amendment to the Amended Assignment Agreement between Timothy Fenton and the Company,
effective as of January 1, 2009, incorporated herein by reference from Form 10-Q, for the quarter ended
March 31, 2009.**
(s) Description of Restricted Stock Units granted to Andrew J. McKenna, incorporated herein by reference from Form 10-
Q, for the quarter ended June 30, 2013.**
(t)
Terms of the Restricted Stock Units granted pursuant to the Company’s Amended and Restated 2001 Omnibus Stock
Ownership Plan, incorporated herein by reference from Form 10-K, for the year ended December 31, 2010.**
(u) Executive Supplement describing the special terms of equity compensation awards granted to certain executive
officers, pursuant to the Company’s Amended and Restated 2001 Omnibus Stock Ownership Plan, as amended,
incorporated herein by reference from Form 10-Q, for the quarter ended March 31, 2011.**
(v) Separation Agreement between Janice Fields and the Company, dated May 15, 2013, incorporated herein by
reference from Form 10-Q, for the quarter ended June 30, 2013.**
(w) Later Date Agreement between Janice Fields and the Company, dated May 15, 2013, incorporated herein by
reference from Form 10-Q, for the quarter ended June 30, 2013.**
(x) Assignment Agreement between Douglas Goare and the Company, effective January 1, 2012, filed herewith.**
(12)
(21)
(23)
(24)
Computation of Ratios.
Subsidiaries of the Registrant.
Consent of Independent Registered Public Accounting Firm.
Power of Attorney.
48 McDonald's Corporation 2013 Annual Report
48 | McDonald’s Corporation 2013 Annual Report
(31.1)
(31.2)
(32.1)
(32.2)
Rule 13a-14(a) Certification of Chief Executive Officer.
Rule 13a-14(a) Certification of Chief Financial Officer.
Certification pursuant to 18 U.S.C. Section 1350 by the Chief Executive Officer, as adopted pursuant to Section 906 of the
Sarbanes-Oxley Act of 2002.
Certification pursuant to 18 U.S.C. Section 1350 by the Chief Executive Officer, as adopted pursuant to Section 906 of the
Sarbanes-Oxley Act of 2002.
(101.INS)
XBRL Instance Document.
(101.SCH)
XBRL Taxonomy Extension Schema Document.
(101.CAL)
XBRL Taxonomy Extension Calculation Linkbase Document.
(101.DEF)
XBRL Taxonomy Extension Definition Linkbase Document.
(101.LAB)
XBRL Taxonomy Extension Label Linkbase Document.
(101.PRE)
XBRL Taxonomy Extension Presentation Linkbase Document.
* Other instruments defining the rights of holders of long-term debt of the registrant, and all of its subsidiaries for which consolidated
financial statements are required to be filed and which are not required to be registered with the Commission, are not included herein
as the securities authorized under these instruments, individually, do not exceed 10% of the total assets of the registrant and its
subsidiaries on a consolidated basis. An agreement to furnish a copy of any such instruments to the Commission upon request has
been filed with the Commission.
** Denotes compensatory plan.
McDonald's Corporation 2013 Annual Report 49
McDonald’s Corporation 2013 Annual Report | 49
By
By
By
By
By
By
Signature, Title
/s/ Kevin M. Ozan
Kevin M. Ozan
Corporate Senior Vice President – Controller
(Principal Accounting Officer)
/s/ Sheila A. Penrose
Sheila A. Penrose
Director
/s/ John W. Rogers, Jr.
John W. Rogers, Jr.
Director
/s/ Roger W. Stone
Roger W. Stone
Director
/s/ Donald Thompson
Donald Thompson
President, Chief Executive Officer and Director
(Principal Executive Officer)
/s/ Miles D. White
Miles D. White
Director
Signatures
Pursuant to the requirements of Section 13 or 15(d) of the
Securities Exchange Act of 1934, the registrant has duly
caused this report to be signed on its behalf by the
undersigned, thereunto duly authorized.
McDonald’s Corporation
(Registrant)
By
/s/ Peter J. Bensen
Peter J. Bensen
Corporate Executive Vice President and
Chief Financial Officer
February 24, 2014
Date
Pursuant to the requirements of the Securities Exchange Act
of 1934, this report has been signed below by the following
persons on behalf of the registrant and in their capacities
indicated below on the 24th day of February, 2014:
By
By
By
By
By
By
By
By
By
Signature, Title
/s/ Susan E. Arnold
Susan E. Arnold
Director
/s/ Peter J. Bensen
Peter J. Bensen
Corporate Executive Vice President and
Chief Financial Officer
(Principal Financial Officer)
/s/ Robert A. Eckert
Robert A. Eckert
Director
/s/ Enrique Hernandez, Jr.
Enrique Hernandez, Jr.
Director
/s/ Jeanne P. Jackson
Jeanne P. Jackson
Director
/s/ Richard H. Lenny
Richard H. Lenny
Director
/s/ Walter E. Massey
Walter E. Massey
Director
/s/ Andrew J. McKenna
Andrew J. McKenna
Chairman of the Board and Director
/s/ Cary D. McMillan
Cary D. McMillan
Director
50 McDonald's Corporation 2013 Annual Report
50 | McDonald’s Corporation 2013 Annual Report
Stock Performance Graph
At least annually, we consider which companies comprise a
readily identifiable investment peer group. McDonald’s is included
in published restaurant indices; however, unlike most other
companies included in these indices, which have no or limited
international operations, McDonald’s does business in more
than 100 countries and a substantial portion of our revenues
and income is generated outside the U.S. In addition, because
of our size, McDonald’s inclusion in those indices tends to skew
the results. Therefore, we believe that such a comparison is
not meaningful.
Our market capitalization, trading volume and importance in
an industry that is vital to the U.S. economy have resulted in
McDonald’s inclusion in the Dow Jones Industrial Average (DJIA)
since 1985. Like McDonald’s, many DJIA companies generate
meaningful revenues and income outside the U.S. and some
manage global brands. Thus, we believe that the use of the DJIA
companies as the group for comparison purposes is appropriate.
The following performance graph shows McDonald’s cumulative
total shareholder returns (i.e., price appreciation and reinvestment
of dividends) relative to the Standard & Poor’s 500 Stock Index
(S&P 500 Index) and to the DJIA companies for the five-year
period ended December 31, 2013. The graph assumes that the
value of an investment in McDonald’s common stock, the S&P
500 Index and the DJIA companies (including McDonald’s) was
$100 at December 31, 2008. For the DJIA companies, returns
are weighted for market capitalization as of the beginning of each
period indicated. These returns may vary from those of the Dow
Jones Industrial Average Index, which is not weighted by market
capitalization, and may be composed of different companies
during the period under consideration.
Comparison of Cumulative
Five Year Total Return
$250
$200
$150
$100
$50
$0
Dec ’08
Dec ’09
Dec ’10
Dec ’11
Dec ’12
Dec ’13
McDonald’s Corporation
S&P 500 Index
Dow Jones Industrials
100
100
100
104
126
123
132
146
140
178
149
152
161
172
167
183
228
217
Source: Capital IQ, a Standard & Poor’s business
$250
McDonald’s Corporation 2013 Annual Report | 51
$200
$150
$100
$50
$200
$150
$100
$50
$0
Comparison of Cumulative Five Year Total Return
$0
Comparison of Cumulative Five Year Total Return
Comparison of Cumulative Five Year Total Return
$250
Comparison of Cumulative Five Year Total Return
Dec ’08
Dec ’09
Dec ’10
Dec ’11
Dec ’12
Dec ’13
Dec ’08
Dec ’09
Dec ’10
Dec ’11
Dec ’12
Dec ’13
Dec ’08
Dec ’09
Dec ’10
Dec ’11
Dec ’12
Dec ’13
Dec ’08
Dec ’09
Dec ’10
Dec ’11
Dec ’12
Dec ’13
$250
$250
$200
$250
$200
$150
$200
$150
$100
$150
$100
$50
$100
$50
$0
$50
$0
$0
$250
$250
$200
$250
$200
$150
$200
$150
$100
$150
$100
$50
$100
$50
$0
$50
$0
$0
$250
$250
$200
$250
$200
$150
$200
$150
$100
$150
$100
$50
$100
$50
$0
$50
$0
$0
Executive Management & Business Unit Officers
Jose Armario*
Corporate EVP — Global Supply Chain,
Development and Franchising
J.C. Gonzalez-Mendez
Corporate SVP — Global Corporate
Social Responsibility, Sustainability and Philanthropy
Peter Bensen*
Corporate EVP and Chief Financial Officer
David Hoffmann*
President — McDonald’s APMEA
John Betts
President — McDonald’s Canada
Kenneth Koziol*
Corporate EVP — Chief Restaurant Officer
Bridget Coffing
Corporate SVP — Corporate Relations and
Chief Communications Officer
Edgardo Navarro
Latin America SVP — President —
McDonald’s Latin America
Stephen Easterbrook*
Corporate EVP and Global Chief Brand Officer
Kevin Ozan*
Corporate SVP — Controller
Timothy Fenton*
Chief Operating Officer
Gloria Santona*
Corporate EVP — General Counsel and Secretary
Richard Floersch*
Corporate EVP and Chief Human Resources Officer
James Sappington
Corporate SVP — Chief Information Officer
Douglas Goare*
President — McDonald’s Europe
Jeffrey Stratton*
President — McDonald’s USA
Donald Thompson*
President and Chief Executive Officer
*Executive Officer
52 | McDonald’s Corporation 2013 Annual Report
Board of Directors
Director
Susan E. Arnold 2, 3
Operating Executive, Global Consumer & Retail Group
The Carlyle Group
Robert A. Eckert 2, 4, 6
Chairman Emeritus of the Board
Mattel, Inc.
Enrique Hernandez, Jr.1, 4, 6
President and Chief Executive Officer
Inter-Con Security Systems, Inc.
Jeanne P. Jackson 5, 6
President, Product and Merchandising
NIKE, Inc.
Richard H. Lenny 2, 3, 5
Operating Partner
Friedman, Fleischer & Lowe, LLC
Walter E. Massey 1, 3
President
School of the Art Institute of Chicago
Andrew J. McKenna 4, 6
Chairman of the Board
McDonald’s Corporation
Chairman
Schwarz Supply Source
Cary D. McMillan1, 5
Chief Executive Officer
True Partners Consulting LLC
Sheila A. Penrose 1, 3
Non-executive Chairman
Jones Lang LaSalle Incorporated
John W. Rogers, Jr. 2, 3, 5
Founder, Chairman and Chief Executive Officer
Ariel Investments, LLC
Roger W. Stone1, 5, 6
Chairman and Chief Executive Officer
KapStone Paper and Packaging Corporation
Donald Thompson 4
President and Chief Executive Officer
McDonald’s Corporation
Miles D. White 2, 6
Chairman and Chief Executive Officer
Abbott Laboratories
1. Audit Committee
2. Compensation Committee
3. Sustainability and Corporate Responsibility Committee
4. Executive Committee
5. Finance Committee
6. Governance Committee
McDonald’s Corporation 2013 Annual Report | 53
Investor Information
Common stock
Ticker symbol: MCD
Stock exchange listing: New York
The number of shareholders of record and beneficial
owners of the Company’s common stock as of
January 31, 2014, was estimated to be 1,824,000.
McDonald’s home office
McDonald’s Corporation
One McDonald’s Plaza
Oak Brook, IL 60523
1.630.623.3000
Annual meeting
May 22, 2014
8:00 a.m. Central Time
McDonald’s Office Campus
Oak Brook, IL 60523
McDonald’s online
Investor information
www.investor.mcdonalds.com
Corporate governance
www.governance.mcdonalds.com
Corporate social responsibility
www.crmcdonalds.com
General information
www.aboutmcdonalds.com
Key phone numbers
Shareholder Services
1.630.623.7428
Shareholder account information
Stock transfer agent, registrar
and MCDirect Shares administrator
Computershare
c/o McDonald’s Shareholder Services
P.O. Box 43078
Providence, RI 02940-3078
www.computershare.com/mcdonalds
U.S. and Canada: 1.800.621.7825
International: 1.312.360.5129
TDD (hearing impaired): 1.312.588.4110
Trademarks
All trademarks used herein are the property of their
respective owners.
McDonald’s Annual Report on Form 10-K
Shareholders may access a complete copy of the
10-K online at www.investor.mcdonalds.com or
www.sec.gov. Shareholders may also request a
paper copy at no charge by calling 1-800-228-9623
or writing to McDonald’s Corporation, Shareholder
Services, Department 720, One McDonald’s Plaza,
Oak Brook, Illinois 60523.
The information in this report is as of March 13, 2014
unless otherwise indicated.
Reproduction of photography and/or text in whole or
in part without permission is prohibited.
©2014 McDonald’s
Printed in the U.S.A.
MCD14- 4828
Printing: R.R. Donnelley
MCDirect Shares (direct stock purchase plan)
1.800.228.9623
U.S. customer comments/inquiries
1.800.244.6227
The Annual Report is printed on paper certified to the
standards of the Forest Stewardship Council™ and includes
post-consumer fiber. The FSC ® trademark identifies
products which contain fiber from well-managed forests
certified in accordance with FSC standards.
Financial media
1.630.623.3678
Franchising
1.630.623.6196
54 | McDonald’s Corporation 2013 Annual Report
More than
35,000
restaurants
around the world
2013 Highlights
We operate
restaurants in over
100
countries
McDonald’s Corporation | One McDonald’s Plaza, Oak Brook, IL 60523 | aboutmcdonalds.com