The regional reporting structure was changed in the 2015 annual report. Regional data previous to 2013 can be found here.
McDonald's - additional information
The American restaurant chain McDonald's is the world's largest fast food restaurant chain and had a continuously rising number of restaurants around the globe between 2013 and 2016. McDonald's has a variety of offerings focused on the traditional fast food menu, including hamburgers, cheeseburgers, various types of fried chicken, french fries, breakfast items, beverages and desserts. Due to changing consumer tastes, and with around a quarter of consumers looking for healthy options at fast-food restaurants, the chain now offers a variety of salads, wraps and vegetarian items.
Founded in California in the United States in 1940 by brothers Richard and Maurice McDonald, McDonald’s has grown to take over the global fast food market, reporting a worldwide revenue of more than 24 billion U.S. dollars in 2016. The chain is also by far the most valuable fast food brand in the world, with a brand value of over 88 billion U.S. dollars.
Around 98 percent of U.S. consumers who visited fast food restaurants at least every one to three months said the taste of the food is the most important factor when visiting a fast food restaurant. During a taste rating of selected burger chain restaurants in July 2014, consumers in the United States rated the taste of McDonald's burgers with 5.8 out of 10, making them the least tasty burgers. According to survey respondents, the most delicious burgers could be found at The Habit Burger Grill.
Another important factor for choosing a fast food restaurant is the healthfulness of the food offered. As of April 2014, the healthiness score of McDonald's stood at -105, making McDonald's the second most unhealthy quick service restaurant in the United States after Taco Bell.