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McDonald's is the world's leading food service retailer with more than 30,000 restaurants in 121 countries serving 46 million customers each day. It is one of the worlds most well-known and valuable brands and holds a leading share in the globally branded quick service restaurant segment of the informal eating-out market in virtually every country in which we do business. McDonald's Corporate used advertising, personal selling, sales promotion, public relations, and direct marketing to become America's leading Burger …

…the market. To this end, McDonald's conducted several stages of in-depth customer research and audits of the McDonald's brand. The research involved both quantitative and qualitative research methods. This research tells them a lot about how McDonald's is perceived and about trends that are taking place in the market. They also conducted research into the local area of their restaurants, into the general market environment, and into specific areas of their business, children for example.