22 of 50
McDonald's
22
Top 50 rank: 22
Rank in Food Services: 2
(Previous rank: 2)
Overall score: 6.97
Ticker:MCD
Why it's admired:
With some 35,000 locations in 100-plus countries, the bearer of the Golden Arches boasts one of the most-recognized brands in the world – and it's been an Olympic Games sponsor for 38 years, no less. Still, the company has stumbled on its home turf, engendering negative publicity over employee pay and fast-food worker strikes. McDonald's also saw U.S. comparable sales decreasing 1.4 percent in the fourth quarter of 2013, and CEO Don Thompson indeed described the year as “challenging.” He's hoping a renewed focus on menu choices and customer engagement can help turn things, well, golden again. --C.D.
Headquarters:
Oak Brook, IL
Website:
www.mcdonalds.com
By Erika Fry, Caroline Fairchild, Brandon Southward, Claire Zillman and Catherine Dunn
Nine key attributes of reputation
Industry rank
Use of corporate assets
2
Quality of products/services
5
From the March 17, 2014, issue.
