McDonalds

Sociocultural
Our values are what we believe in. They guide what we do on a day to day basis. Sometimes this
stuff can sound a little bit like corporate mumbo jumbo, so we've also translated it into "crew
speak".

we give back to our communities

Translation: We look after the locals.
We take seriously the responsibilities that come with being a leader. We help our customers build
better communities, support RMHC, and leverage our size, scope and resources to help make the
world a better place. We are committed to sustainable business practices and are determined to
conduct our operations in a manner that does not compromise the ability of future generations to
meet their needs.

we grow our business profitably

Translation: Sure we're here to make dollars, but that's what keeps 85,000 of us in a job.
Our stakeholders support our ability to serve our customers. In return, we work to provide
sustained, profitable growth for all members of our system and our investors.

we believe in the McDonald's System

Translation: You, the person that runs your restaurant, and the guy that delivers the buns are all
equally important
McDonalds business model, depicted by the three-legged stool of owner/operators, suppliers,
and company employees, is our foundation, and the balance of interests among the three groups
is key.

we strive continually to improve

Translation: We want to take pole position in every race
We consider ourselves a learning organisation that is green and growing which anticipates and
responds to changing customer, employee, system and community needs through constant
evolution and innovation.

we operate our business ethically

Translation: We give everyone a fair go, and tell it like it is
Sound ethics is good business. At McDonalds, we hold ourselves and conduct our business to
the highest possible standards of fairness, honesty, and integrity. We are individually accountable
and collectively responsible.

we place the customer experience at the core of all we do

Translation: We treat every customer like a celebrity
Our customers are the reason for our existence. We demonstrate our appreciation by providing
them with high quality food and superior service, in a clean, welcoming environment, at great
value. Our goal is outstanding QSC&V for each customer every time.

we are committed to our people

Translation: Macca's cares about you
We provide opportunity, recognise talent, and develop leaders. We believe that a diverse team of
well-trained individuals working together in an environment that fosters respect and drives high
levels of engagement is essential to our continued success.

Legal
Privacy Policy
At McDonald's, we strongly believe in protecting the privacy of the personal information that we
obtain for business purposes about our customers, employees, franchisees, suppliers and other
entities. Also, we value the trust that is placed on us to responsibly manage the personal
information that we obtain.
To that end, we have established Privacy Guidelines to assist us in protecting the privacy of
employee and non-employee personal information. We have also established a set of Employee
Privacy Principles and Non-Employee Privacy Principles. These Principles provide guidance to
us with respect to our application of these Guidelines and our treatment of personal information.
These Guidelines and the accompanying Principles are designed to assist us in fairly and
effectively managing personal information with regard to collection, use, disclosure, retention,
accuracy and security. In that regard, all of our employees who handle personal information are
required to comply with these Guidelines and our Principles.
We are committed to following these Guidelines and our Principles. We are further committed to
complying with any privacy laws that may apply to the personal information that we may obtain.
We encourage our customers, the general public and others to learn more about our Privacy
Guidelines by visiting our website - mcdonalds.ca; speak with a McDonald's manager; or,
contact the McDonald's person responsible for privacy issues. We encourage our employees to
learn more about our Privacy Guidelines by visiting McWeb or speaking with a manager.
From time to time these Guidelines and our Principles may be amended to address the changing
needs of our business and/or changes in applicable privacy laws.

Website Privacy Guidelines

Information about our Privacy Guidelines and Internet Usage
On our websites, we may offer features, like games and colouring books, which do not require a
child to provide any personal information. We collect only limited personal information from
children 12 and under (like their email addresses) to respond to their online requests. For
example, we may collect a child's email address in order to send the child a screen saver, but we
promptly delete the email address from our system. Or, we may collect a child's email address in
order to enter the child in a contest. We may also ask a child to provide an email address of a
parent so we can notify the parent to seek consent. We will not collect more detailed information
from a child 12 and younger, such as a postal address or a telephone number, without the consent

of a parent or guardian. McDonald's will not condition a child's participation in any online
activity on the child's disclosure of more personal information than is reasonably necessary to
participate in that activity.
Personal information collected from children is used solely by McDonald's or other entities that
provide technical, fulfillment or other services to McDonald's. For example, such entities may
provide services, such as improving our websites, fulfilling requests or administering contests.
Personal information collected from children is not sold or transferred to third parties.
We urge parents to regularly monitor and supervise their children's online activities. In order to
review any personal information we have about your child or to ask us to delete that information
or to stop further use of the information, please contact us.
Links to Other Websites
We may offer links to websites that are not operated by McDonald's Restaurants of Canada
Limited. We are not responsible for the policies and practices of other companies. If you visit one
of these linked websites, you should review their privacy and other policies.

Ten Privacy Principles to be Applied to Non-Employee

Information
Principle #1
We are accountable for the personal information that we collect about you.
We are committed to ensuring that we comply with our Privacy Guidelines and these Privacy
Principles whenever McDonald's, or other entities acting on behalf of McDonald's, collect and,
or use your personal information.
Principle #2
We will identify the purposes before collecting your information.
We only collect personal information for purposes directly associated with our business
activities. For example, we only collect personal information from customers when they
volunteer their information in the following types of situations: to enter a contest or participate in
a promotion; to send us a comment about our business; or to respond to a question or concern.
Before we collect any personal information, we will explain the reasons for collecting it.
Principle #3
We require your knowledge and consent to collect, use and or, disclose your personal
information.
We only collect and use your personal information with your knowledge and consent, except in
limited and specific circumstances, and as permitted by law. For example, we reserve the right to
collect, use or disclose any information as needed to satisfy any law, regulation or legal
responsibility; to protect our legitimate business interests; to fulfill your requests; or to cooperate

in any law enforcement investigation or an investigation on a matter of public safety.

Except in such specific circumstances, you may withdraw your consent to our use of your
personal information at any time.
Principle #4
We only collect information necessary for identified purposes.
We will only collect information necessary to meet an identified purpose. We will collect this
information lawfully and fairly. For example, if you enter a contest, we need your name and
other contact information so that we may contact you if necessary. Further, we may require
additional information to verify a winning entry.
Principle #5
We will limit how we use and or, disclose your information.
If we do collect any personal information from you, we will use it only for its identified
purposes. We will not disclose it without your knowledge other than to our agents and/or other
entities acting on our behalf. We retain personal information only as long as necessary to meet
the identified purpose(s).
Personal information that is no longer required for a purpose will be destroyed or made
anonymous. Occasionally, with your permission, we will send marketing information to you,
such as discount coupons, information about new product offerings, etc. If you do not consent to
receive such materials, we will not send them to you.
In the course of managing business operations, McDonald's may share personal information with
other entities such as professional advisors, suppliers, franchisees, or agencies. Any entity with
which we share personal information is required to comply with these Guidelines.
Other entities may be engaged by McDonald's to perform a variety of functions, such as
fulfilling orders, assisting with promotions, or providing technical services for our web sites and
information technology systems. These entities may have access to personal information, if
needed, to perform such functions. However, these entities may only use such personal
information for the purpose of performing that function for which the information was provided,
and may not use it for any other purpose.
McDonald's does not sell, transfer or disclose personal information to entities outside the
McDonald's system. However, with your permission, we may, on occasion send marketing
information on behalf of one of our promotional partners ("partners") about products or services
they provide that may be of interest to you. You may be asked if you wish to receive marketing
materials from our partners. If you elect to receive such materials, McDonald's will not share

your personal information with such partners but rather will send a mailing or email on their
behalf.
McDonald's reserves the right to use or disclose any information as needed to satisfy any law,
regulation or legal request, to protect legitimate business interests, to fulfill your requests, or to
cooperate in any law enforcement investigation or an investigation on a matter of public safety.
Principle #6
We will seek to use information that is as accurate as possible.
Generally, we only collect personal information that is directly supplied by you. In such cases,
we will take care to enter your data correctly, but will typically not make any further effort to
verify its accuracy or update it. For example, if you provide us with a phone number to contact
us, we will assume it is correct.
Principle #7
We will keep your personal information secure.
We protect all personal information collected and held by us. We have implemented safeguards
to prevent loss or theft, unauthorized access, use, disclosure, copying or modification. In the
event that we transfer or disclose personal information to another entity, we require that entity to
comply with the principles set out in these Principles and our Privacy Guidelines.
Principle #8
We will be open about our policies and practices.
Specific information that we will make available to you includes how to gain access to your
personal information held by us, including a general account of its use, general information about
our Privacy Guidelines and how to contact our Privacy Manager. Our Privacy Guidelines and
Privacy Principles may be viewed on McWeb.
Principle #9
You have a right to access your personal information.
We recognize that, under these Guidelines and under certain laws, you may have a right to access
your personal information. In that regard, an access request must be made in writing and must be
delivered o the Privacy Manager, as follows:
Principle #10
You have a right to challenge our compliance.

If for any reason, you are concerned about our compliance with these Privacy Guidelines, we
encourage you to contact our Privacy Manager.

Economic
1. Customer Range
o

A key factor in the success of McDonald's is its ability to appeal to a wide range
of customers. For example, in June 1976 McDonald's introduced a breakfast menu
to capture more customers, according to a case study by business analyst Jim
Nelson's. Nelson stated that McDonald's also created the famous Chicken
McNuggets in 1980. Happy Meals appeal to children and the restaurant menu
offers a wide range of choices for parents. The Big Mac, Angus Deluxe, Quarter
Pounder with Cheese and the Big n' Tasty are just some of the 32 sandwiches
offered on the McDonald's menu at mcdonalds.com. McDonald's appeals to a
wide range of customer preferences.

Nutrition
o

On the organization's website, McDonald's states that part of its success is due to
its commitment to the well-being of customers. In 2004, McDonald's established a
global advisory council to provide expert guidance on nutrition and well-being.
To satisfy health-conscious customers, the fast-food company began to include
high-quality choices on the menu. Customers are able to choose from hamburgers
or salads as their main entre. Apples may also take the place of French fries in
children's Happy Meals. McDonald's also pledged to provide customer-friendly
nutrition information on menu items. Customers have access to the caloric and fat
content to make better choices. This acknowledgement of customer health has
helped keep McDonald's successful.

Availability
o

McDonald's has made convenience a key factor in its success, according to Jim
Nelson's study. Restaurant locations are so prevalent in suburban towns and cities
that you are never more then a few minutes away by car or by foot. Shopping
centers and strip malls generally have a McDonald's included or within walking
distance. Some stores have positioned McDonald's restaurants inside for customer
availability.

Affordability
o

McDonald's has weathered economic downturns because of the affordability of its

menu, according to Bloomberg Business Week. Concepts like the Dollar Menu
give customers the option to eat a full meal at a small cost. For breakfast on The
Dollar Menu, a customer may have a sausage biscuit, a small premium roast
coffee and a hash brown for $3 plus tax. French fries, hamburgers and side salads
are offered on this menu through out the day. Because of the fast-food restaurant's
ability to appeal to low-income and middle class families, the company continues
to see profit gain. An October 2010 report from the International Business Times
states that, "The world's largest restaurant chain posted 10 percent growth in its
third-quarter profit that topped market estimates."

SAN MIGUEL CORPORATION

Shareholders
Owners of more than 3% of the Company's voting securities as of March 17, 2006 were as
follows:

CIIF Companies, 24%

ECJ Companies, 17.40%

Kirin Brewery Co., Ltd., 20.01%

SM Investments Corp., 10.80%

Government Service Insurance System*, 6.25%

Social Security System*, 5.64%

Others, 15.89%

Familia y Diosdado ladiao Sr., 3.64%

Government controlled institutions acting as shareholders after the Marcos regime.

Sociocultural
Passion for Success

We will constantly strive for excellence. We will be the best we can be and create value in
everything we do. We will be proactive and entrepreneurial, propelled by a sense of urgency,
competitiveness and total dedication to results.
Teamwork

With trust and respect for each other and with unity in purpose, we will work toward our shared
aspirations, transcending boundaries along functional and organizational lines.
Respect for Our People

We recognize our employees as individuals and are committed to nurturing their individual
capabilities. We will uplift the dignity of labor by encouraging our people to be the best in their
fields. We believe their growth and the growth of the organization go hand in hand. We are
committed to creating a work environment that encourages open communication, camaraderie
and professional growth.
Customer Focus

We will be our customers preferred choice. They will choose our products and services above
others because we provide them with products and services that exceed their expectations.
Innovativeness

We will encourage creativity and ingenuity in our processes and systems, products and services.
We will be forever looking for ways to outdo ourselves, always striving to be the
first to anticipate consumer needs and deliver something better.
Integrity

In the conduct of our business, we will be guided by what is ethical, fair and right. We believe in
profit with honor and are committed to good governance and the highest moral standards.
Social Responsibility

We believe social responsibility and corporate citizenship are integral parts of our business. We
are committed to improving lives of people in the communities in which we live and work.

Economic Condition

Answers:
Sociocultural They have many similar values that
include the respect of their customers and employees,
innovation of new products, socially responsible for all the
decisions and actions they make. They have minor
differences like the