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McDonald''s had been recording declining profits since 2001. Although turnover was increasing, there was a continuous decrease in its operating profit and net profit margins. To turnaround its fortune, the company adopted the ''Plan To Win'' strategy in 2003. The main purpose of the strategy was to bring about improvement in the company''s performance by building it around five key drivers of customer experience - people, product, price, place and promotion; and by identifying opportunities on the basis of the four basic aspects of its mission statement - quality, service, cleanliness and value. The strategy was also based on what McDonald''s considered as three essential components of success - operational excellence, leadership marketing and innovation. The case would help steer a discussion around the efficacy of the ''Plan To Win'' strategy and the challenges that still plague the fortunes of the firm.