Stephen J. Easterbrook - McDonald's Corp.
Management
Yes. Thanks, Brett. I won't try to help you think about it from a modeling perspective. I'll leave that to you guys. But the one thing we know, we have to be competitive on value, so Chris Kempczinski and the Owner/Operators fully embracing that. It doesn't mean you have to win on it, but be competitive certainly at the entry level. So if you've only got a buck or two in your pocket, there's something good for you at McDonald's. So that is always important. Then we want to reinforce and support the core menu. And don't underestimate the value of the core menu to us. We've got half a dozen multi-billion dollar brands within just the core menu. And most recently, we've seen the success we can have by supporting a Big Mac, having some extensions of that to create some fun. We had some fun with the Big Mac sauce, for example, and that creates familiarity with kind of our traditional menu. Then as we get better as a business, as the brands resonate increasingly with customers, we can explore more at the premium end and our credibility grows with that. So we feel good about Signature Crafted. This gives a variety of taste, different flavor profiles, more premium ingredients or unusual ingredients, in choosing guacamole, for example. And customers, we know, are willing to pay a premium for that at certain times. Then you also want to think about what is the role that the local Co-op plays versus national. So, that's another dynamic in the U.S. that's different to any other market around the world. So, we may want to compete with more local flavors and tastes in certain areas of the country. The Southwest will have a different flavor profile for promotional items than the Pacific Northwest, for example, or the Northeast. So that gives you a little bit of opportunity to create variety and just stay interesting to customers at a more local level. So, to me, this is all about balance. Yes, we want to have a strong value program. Yes, we want to play strong in the premium ends, but also our heartland is where us and our Owner/Operators earn most of their cash flow. So I'm feeling good that we will have menu innovation, but it won't be reckless. We cannot have too many items too often because that gets to your final point, which is simplification. And one of the things I have really enjoyed – well, hopefully, it's contributing to, but just witnessing across the U.S. team is they're getting increasingly confident about making fewer, bigger decisions. And that really helps the restaurant managers run restaurants better because there is less complexity. So all these dynamics play with each other, but menu, clearly, fundamentally, is a big part of our future.