2014 Best of Green

BUILDING A BETTER BUSINESS THROUGH
EFFECTIVE ENVIRONMENTAL PRACTICES

AROUND THE WORLD
2 Introduction
BUILDING A BETTER BUSINESS
THROUGH EFFECTIVE ENVIRONMENTAL
PRACTICES AROUND THE WORLD
89 case studies highlighting
environmental innovations with
tangible business benefts
Environmental pressures present both challenges and
opportunities for the future of the planet. As a company and
brand with a large global footprint, we have a responsibility
to take meaningful action as environmental stewards to address
the impacts of the McDonalds system.
McDonalds Global Best of Green recognizes environmental
best-practice innovations with tangible impacts for our business
and our brand. These environmental innovations, taking shape
at multiple levels throughout the McDonalds system, illustrate
that positive change can originate from anywhere and that we all
have a role to play in improving our environmental performance.
McDonalds Corporation, together with its majority-owned
subsidiaries worldwide (what we refer to collectively as the
company), operates in a wide range of geographies. Some
McDonalds markets are further along than others. This is
natural. The strength of the McDonalds system is that we can
leverage approaches from around the world to drive innovation
and use our scale and scope to make a positive difference. It
is our hope that markets across the McDonalds system can
leverage these activities and use them as a catalyst for similar
improvements toward advancing progress against our Planet
Pillar goals.
TABLE OF CONTENTS
Energy 6
Recycling & Waste
Packaging 14
Waste Management 20
Sustainable Sourcing 28
Communications and Engagement 36
Greening Our Restaurants & Workplaces
Greening Our Restaurants 41
Greening Our Workplaces 50
If you would like to learn more about McDonalds and
our corporate social responsibility and associated
environmental efforts, take a look at the sustainability
section of AboutMcDonalds.com.
www.aboutmcdonalds.com/mcd/sustainability.html
welcome to the
best of Green
LED
Introduction 3
We have an obligation
to give something back
to the community that
gives so much to us.
Ray Kroc
At the very heart of what we
value as a system, we give back
to the community that, in the
words of Ray, gives so much
to us. Now more than ever,
were giving back to our local
community, as well as to the
global community through our
improved focus, sustainability.
As chief restaurant ofcer, I believe our ongoing success as a
system depends on our ability to meet our customers expectations
by continuously improving everything we do. Through our CSR &
Sustainability 2020 aspirational goals, as introduced in the Global
CSR & Sustainability Framework, were extending our impact by
focusing on specic and tangible environmental impacts for our
restaurants. These goals are in our favortheyre bold, and they
show whats possible and inspire us toward deeper innovation in
sustainability. Our history reveals that when we face a challenge,
we repeatedly nd solutions through innovation. Were condent that
our global environmental sustainability efforts will be no different.
Over my more than 25 years at McDonalds, I have seen rsthand
how we can capitalize on the power of the system across our
35,000 restaurants to drive shared value across our business,
franchisees and suppliers. We have plans to apply practical and
positive environmental solutions to our operations, our packaging,
our equipment and our construction practices by leveraging
relationships with our suppliers and franchisees.
In the following pages, Best of Green shines a light on how were
already leading environmentally sustainable practices across the
McDonalds system, areas of the world and supplier partners.
I believe our collective efforts present an immense opportunity
for McDonalds to leverage our scale and brand to make a positive
impact on environmental performance. Im proud of the progress
to date and condent in meeting our goals, as they are good for the
brand and good for the planet.
KEN KOZIOL
EXECUTIVE VICE PRESIDENT, GLOBAL CHIEF RESTAURANT OFFICER
Over my more than
25 years at McDonalds,
I have seen rsthand
how we can capitalize on
the power of the system
across our 35,000
restaurants to drive
shared value across our
business, franchisees,
and suppliers.
4 Introduction
2014 PLANET CHAMPIONS
As in 2012, we collaborated with key external stakeholders to
recognize best of the best actions by selecting Planet Champions
for each category.
The selection committee included representatives from McDonalds
Corporation as well as Business for Social Responsibility, Conservation
International, Foresight Design and World Wildlife Fund.
2014 SELECTION COMMITTEE
Jeff Malcolm
World Wildlife Fund
Peter Nicholson
Foresight Design Initiative
Eric Olson
BSR
Sonal Pandya Dalal
Conservation International
Steve Cirulis, Vice President
Corporate Strategy, McDonalds Corporation
Bridget Coffng
Senior Vice President, Corporate Relations, McDonalds Corporation
Ken Koziol
Executive Vice President, Global Chief Restaurant Offcer,
McDonalds Corporation
Bob Langert
Vice President, Global CSR & Sustainability, McDonalds Corporation
The committee made its selections based on the
level of innovation, environmental and business
impacts, scalability and business integration.
Congratulations to the 2014 winners!
2014 PLANET CHAMPIONS SELECTIONS
APMEA (ASIA/PACIFIC, MIDDLE EAST AND AFRICA)
Diversey Water Less Urinal Program
(Greening Our Restaurants, India)
Australian Packaging Covenant
(Recycling & Waste/Subcategory: Packaging, Australia)
EUROPE
Innovative Power Purchase Agreements (Energy, U.K.)
Developing a Common Framework for Sustainable Beef
(Sustainable Sourcing, Europe)
Recycling Uniforms (Sustainable Sourcing, U.K.)
LATIN AMERICA
Geo-Spatial Mapping of the Beef Supply Chain
(Sustainable Sourcing, Brazil)
NORTH AMERICA
McDonalds Canada Introduces Uniforms with Recycled
Content (Sustainable Sourcing, Canada)
Recycling and Composting in California Restaurants
(Recycling & Waste/Subcategory: Waste Management, USA)
Distributors Collaborate to Reduce Waste (Recycling &
Waste/Subcategory: Waste Management, USA)
LEADING SUSTAINABILITY COMMUNICATIONS
AND ENGAGEMENT INITIATIVES
TrackMyMaccas (Australia)
McMission App (Germany)
Our Food. Your Questions. (Canada)
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Introduction 5
MCDONALDS CORPORATION GLOBAL
ENVIRONMENTAL COUNCIL
The Global Environmental Council (GEC) brings together
McDonalds environmental leads from around the world to share
and align global guidelines, policies and initiatives that can be
adapted within McDonalds markets to address local issues while
meeting the global goals.
(Pictured above Left to Right)
NORTH AMERICA: Jeffrey Fitzpatrick-Stilwell, Senior Manager,
Sustainability and Government Relations, McDonalds Canada
Ian Olson, Director, U.S. Sustainability, McDonalds USA
EUROPE: Else Krueck, Director, Environment & CSR,
McDonalds Europe
ASIA/PACIFIC, MIDDLE EAST AND AFRICA (APMEA): Brian Kramer,
Director Sustainable Supply Chain, McDonalds APMEA
LATIN AMERICA: Leonardo Lima, Corporate Sustainability Director,
Arcos Dorados SA
GLOBAL: Roy Buchert, Energy Director, Restaurant Solutions Group,
Jeffrey Hogue, Senior Director, Global CSR & Sustainability,
Jenny McColloch, Manager, Global CSR & Sustainability,
Jerry Sus, Senior Director, Chief Engineer, McDonalds Corporation
RESTAURANT ENVIRONMENTAL IMPACTS
inputs
outputs
6 Climate Change and Energy
enerGy
Now more than ever, opportunities for shared
value are clear for our business and society,
and energy efciency is an important focus.
As we increase energy efciency in McDonalds
restaurants, we reduce our environmental impact
in the communities where we operate. As we
look to 2020, we aspire to meet two energy goals
in our top nine markets:
1) a 20% increase in energy efciency of
company-owned restaurants (excluding Brazil
and Japan) and
2) an increase in energy efciency through
restaurant standards.
This means adopting best practices, investing
in energy-saving equipment and exploring options
for using renewable sources.
INNOVATIVE POWER PURCHASE AGREEMENTS
Peter Schroeder
Environment Manager
McDonalds Restaurants Ltd., McDonalds U.K
OPPORTUNITY McDonalds U.K. strives to ensure long-term cost
certainty for electricity and to reduce carbon emissions, while
also supporting the further development of a renewable energy
infrastructure.
SOLUTION McDonalds U.K. signed long-term contracts to purchase
the electricity generated by renewable energy plants before they
were built and committed to buy all of the electricity generated
for an agreed price for 15 to 20 years. The contracts enabled the
developers to secure nancing to build three wind farms and one
waste gasication plant.
RESULTS McDonalds U.K. took an innovative approach to buying
renewable electricity , and achieved anticipated savings in the range
of 75 million to 100 million. The four power purchase agreements
will provide McDonalds U.K. and its franchisees with almost 70
percent of their annual electricity for the next 15 years.
Four Power Purchase Agreements will provide
McDonalds U.K. and its franchisees with almost
70 percent of their annual electricity for the
next 15 years.
PLANET
CHAMPION
LED
6 Energy
Energy 7
EFFICIENT ENERGY CONSUMPTION CAMPAIGN
Aurelio Galvez
General Director
Arcos Dorados Venezuela
OPPORTUNITY Over the years, the electrical system in Venezuela has
deteriorated. To address energy consumption needs, Arcos Dorados, the
companys developmental licensee in Latin America and the Caribbean,
implemented energy efciency programs at various levels of its
operations, all without affecting production and service indicators.
SOLUTION Arcos Dorados implemented energy efciency measures,
such as the installation of 44 power plants that provide autonomous
power supply; a gradual on/off switch plan for equipment; and
replacement of menu board bulbs and other lamps in the lobby
with LED lighting to reduce overall energy demand. In conjunction
with these initiatives, Arcos Dorados launched a media campaign in
collaboration with local governments to share best practices and
encourage residents to conserve energy in their homes.
RESULTS Since the inception of Arcos Dorados energy efciency
programs, the measures that have been implemented thus far
have helped reduce consumption by 157,073 megawatt hours,
in comparison with 2009 gures from Corpoelec, a state power
corporation in Venezuela. Local authorities recognized the media
campaign and encouraged other companies to follow this example.
FACTORING IN EFFICIENT ENERGY USE
IN THE RESTAURANTS
Brad McMullen
Sustainability Manager
McDonalds Australia Limited
OPPORTUNITY McDonalds Australia has undertaken some innovative
ways to reduce the amount of energy lost through normal equipment use.
SOLUTION McDonalds Australia has installed power factor correction
(PFC) equipment into select new and existing restaurants. The PFC
equipment reduces transmission losses and ensures that every kilowatt
of energy consumed produces useful work. PFC is also effective as a
cost saver for restaurants that are charged on a kilovolt-ampere (kVa)
demand tariff.
RESULTS Average energy demand in the McDonalds Australia
restaurants employing this technology has decreased as a result of this
equipment, with an average per-restaurant savings of $1,800 to $3,300
(in Australian dollars) per year.
ENERGY MANAGEMENT GUIDELINES
Stephen Douglas
Europe Restaurant Development & Design Studio
McDonalds Europe
OPPORTUNITY By identifying energy-saving potential and providing
customized recommendations, McDonalds Europe aims to reduce
restaurant energy consumption.
SOLUTION McDonalds Europe designed and released a cross-
functional tool that assists managers and environmental leads
at the country or regional levels in establishing energy efciency
measures for their markets and allows for structured advice to
restaurant managers and franchisees. The web-based tool helps
assess the status quo and provides an instant, personalized action
plan with four key priorities: 1) people, 2) operational best practices,
3) monitoring and reporting tools and 4) automated energy controls.
RESULTS Depending on the current status in individual McDonalds
Europe restaurants, applying the recommended solutions in
the energy management guidelines can help reduce energy
consumption by up to 20 percent.
8 Energy
ON THE ROAD TO RENEWABLE ENERGY
Rolf Huwyler
Senior Manager Environment & CSR
McDonalds Europe
OPPORTUNITY Though reducing and optimizing energy consumption
is McDonalds Europes rst choice when it comes to improving
the McDonalds Europe carbon footprint, purchasing renewable
energy is an additional option in pursuing the greenhouse gas
reduction strategy.
SOLUTION Purchasing energy from renewable sources such as
photovoltaic, wind, biomass and hydropower helps to improve
environmental performance, as well as supporting the further
development of such resources. Therefore, McDonalds Europe
encourages markets to develop a roadmap to integrate renewable
energy into their overall sustainability plans. Aspects for
consideration include availability, quality, and the associated costs
of energy from renewable sources, as well as buying renewable
energy from electricity suppliers, supporting direct developments
or generating renewable energy onsite.
RESULTS McDonalds U.K. has committed to purchasing renewable
energy for a 20-year period from new infrastructure, including
an innovative waste-to-energy plant. By enabling the development
of renewable energy-generating infrastructure in this manner,
McDonalds U.K. anticipates saving on energy costs over the long
term. Eight other European markets Austria, Belgium, France,
Ireland, Germany, the Netherlands, Sweden and Switzerland have
achieved, or are working toward, purchasing 100 percent renewable
energy for their restaurants.
MCDonalds USA INVESTS IN RENEWABLE
ENERGY AND EDUCATES CUSTOMERS
Steve DePalo
Director of Energy
McDonalds USA
OPPORTUNITY McDonalds USA has efforts in place to help
continually reduce energy requirements in its buildings and
restaurants and to nd technical innovations to minimize energy
consumption. An opportunity to augment these efforts is by
supporting the development of renewable energy through renewable
energy credits (RECs). Additionally, McDonalds USA wanted to
engage customers in important issues such as efcient energy use
and renewable energy sources.
SOLUTION McDonalds USA made a national commitment to
match 30 percent of its electricity use at company-owned
restaurants in 2011, 2012 and 2013 with RECs from U.S. wind
sources. This represented more than 300,000 megawatt hours of
electricity per year.
RESULTS After two years of participating in the U.S Environmental
Protection Agency (EPA) Green Power Partnership program,
McDonalds USA stood at #13 on EPAs Fortune 500 list, and
was ranked #18 nationally on EPAs National Top 100 list, as of
April 2014. Additionally, McDonalds USA received a Green Power
Leadership award from EPA in 2012 for its efforts to promote
customer education on the importance of investing in renewable
energy sources. Nationally, McDonalds USA featured Arch gift
cards promoting its Green Power Partnership, and in company-
owned restaurants it featured information on tray liners and posters.
MCDONALDS INDIA EMBRACES SUSTAINABILITY
THROUGH ENERGY-SAVING INITIATIVES
Shivaprasad Bale
General Manager, Maintenance & Repairs
McDonalds India, Hardcastle Restaurants Private Ltd.
OPPORTUNITY Rising energy costs, concern for the environment
and quickly depleting fossil-fuel sources prompted McDonalds
India to review conventional practices and develop sustainable and
eco-friendly ways to meet the needs of its restaurants. While it is
necessary to comply with regulations for prevention and control of
pollution, McDonalds India believes it is imperative to go beyond
compliance by adopting clean technologies and improvements in
management practices.
SOLUTION Over the years, McDonalds India has undertaken various
initiatives that have had positive impacts on the environment, as
well as the industry at large. Energy-saving technologies used at
McDonalds India restaurants include:
LED lighting technology
Super heat recovery systems: This initiative helps to collect
hot water from air conditioning waste heat, which results in
signicant energy savings at the restaurant level.
RESULTS Due to the effective use of these energy-saving technologies
throughout its restaurants, McDonalds India has reduced its
environmental impact and operational costs. The combined use of all
the technologies has helped McDonalds India to substantially reduce
its energy consumption, decrease CO2 emissions and lower annual
operational costs.
Energy 9
FIRE-UP SCHEDULES AND ENERGY SURVEYS
IMPROVE RESTAURANT CASH FLOW
Steve DePalo
Director of Energy
McDonalds USA
OPPORTUNITY Following an equipment re-up schedule and using
an energy survey tool in the restaurants is a great way to reduce
electrical demand during peak times, control overall gas and
electric use and provide a signicant opportunity to reduce direct
operating costs in the restaurants.
SOLUTION McDonalds USA developed the restaurant equipment
re-up tool and restaurant energy survey. These have become
widely accepted energy efciency tools in U.S. restaurants. The
re-up tool includes the exibility to provide 24-hour locations with
the ability to have multiple on/off times, and to identify the optimum
times to turn kitchen equipment on or off. Restaurant managers
conduct the energy survey, which is weighted based on known
savings opportunities, with the goal of identifying possibilities for
additional ways to improve energy efciency and reduce operational
costs. The energy survey quickly focuses restaurant managers and
crew on the greatest opportunities to save utility costs, resulting in
net benets to the bottom line.
RESULTS Through the consistent use of the re-up schedule and
associated tools, the average McDonalds USA restaurant can save
up to $1,500 per year. By using the energy survey and identifying
and acting upon additional energy-saving opportunities, McDonalds
restaurants in the U.S. can experience estimated savings of up to
$3,000 to $6,000 per year.
10 Energy
MCDONALDS CANADA DISCOVERS ITS FOOTPRINT
Jeffrey Fitzpatrick-Stilwell
Senior Manager, Sustainability & Government Relations
McDonalds Canada
OPPORTUNITY McDonalds Canada saw carbon footprinting as an
opportunity to identify ways to reduce its environmental impact,
learn from efforts underway in other markets such as McDonalds
Europe and align with McDonalds global sustainability strategy
and Planet Pillar goals. In creating an accurate baseline inventory,
McDonalds Canada sought to measure the impact of its carbon
reduction and mitigation efforts.
SOLUTION McDonalds Canada worked closely with McDonalds
Europe, as well as global representatives, to complete an inventory
analysis. The process served as a prototype to determine if other
areas of the world would be able to perform carbon inventories using
similar metrics and tools, thereby generating similar output data to
enable comparisons and benchmarking.
RESULTS McDonalds Canada was able to complete an inventory
for 2009 to 2012 that will now form the basis for future carbon
mitigation and reduction activities.
DEMONSTRATING LEADERSHIP
Henrik Nerell
Environment Manager
McDonalds Sweden
OPPORTUNITY By engaging with relevant stakeholders, McDonalds
Sweden aims to further reduce carbon emissions and to demonstrate
environmental leadership.
SOLUTION McDonalds Sweden joined the national Haga
Initiative, a cross-industry network of leading companies in the
environmental space whose goal is to reduce carbon emissions
from the business sector.
RESULTS Joining the Haga Initiative is part of McDonalds Swedens
broad-based, long-term and ambitious climate strategy. McDonalds
Sweden contributes valuable know-how to the network.
POWERED BY THE SUN
Nuno Cabanas
Environment Manager
McDonalds Portugal
OPPORTUNITY McDonalds Portugal aimed to reduce CO2 emissions
by investing in renewable energy sources.
SOLUTION Besides purchasing green energy, McDonalds Portugal
is generating green energy from solar power. In cooperation with
its franchisees, McDonalds Portugal is outtting its restaurants
with photovoltaic panels. In 2012, photovoltaic installations were
implemented at 14 McDonalds Portugal restaurants, contributing to
national renewable energy production goals.
RESULTS Each McDonalds Portugal restaurant equipped with solar
panels is expected to produce 6,000 kilowatt hours of electrical
energy per year. This energy can be used by the restaurants or sold
to energy suppliers at a rate higher than the purchasing price, as
energy from renewable resources is subsidized by the government.
Currently, the restaurants sell the electrical energy they generate.
The payback period for the investment is seven years.
Energy 11
HIGH-EFFICIENCY HVAC
Brad McMullen
OPPORTUNITY Heating ventilation and air conditioning (HVAC)
consumes as much as one third of a restaurants electricity in
Australia. Therefore, any efciency improvements have a large
impact on overall restaurant electricity usage.
SOLUTION McDonalds Australia has worked closely with a local
HVAC manufacturer to incorporate the latest technologies into
the HVAC units for restaurant installation. These units feature tri-
capacity technology, variable speed EC plug fan, direct drive motors
and economy cycle options. New control systems are also being
developed to ensure that the HVAC runs as efciently as possible.
RESULTS McDonalds Australia has rolled out over 70 of these
units, with an average savings of 4 percent of total electricity per
unit installed. The savings have been calculated and veried by
an independent consultant using temperature and transaction
correction. Live metering is currently underway at a number of
restaurants to further validate the savings.
ENERGY CONSERVATION LEADS TO
REAL SAVINGS IN CHINA
Doni Ma
Senior Construction Manager
McDonalds China
OPPORTUNITY Energy management can lead to increased prot
for restaurants, saving thousands of dollars annually. In addition,
consumers are aware of, and concerned about, corporate practices
and ethics. For these reasons, McDonalds China is committed
to improving energy use efciency and reducing greenhouse gas
emissions.
SOLUTION McDonalds China established a cross-functional team to
develop a range of energy management initiatives from operations
and construction to equipment. LED lighting; LED signage; and
high-efciency heating, ventilation and air conditioning (HVAC) and
kitchen equipment were the primary approaches to saving energy in
2013. LED interior and exterior lighting has led to about 75 percent
energy savings. Compared to signs with uorescent lamps, signs
with LED lamps lead to energy savings of over 50 percent. Similarly,
high-efciency HVAC equipment can reduce energy use by up to
20 percent.
RESULTS McDonalds Chinas overall energy consumption decreased
by 4.82%. The utility percentage of prot and loss was up from
5.52% to 5.78%, due to sales declines leading up to December 31,
2013, compared with the same period in 2012.
LED interior and exterior lighting has led
to about 75 % energy savings.
12 Energy
LIGHTING THE RESTAURANTS
Vinay Halambi
General Manager, Construction
OPPORTUNITY Rising energy costs and concern for the environment
encouraged McDonalds India to review conventional practices and
develop sustainable ways of meeting the needs of its restaurants.
Reduction of lighting power consumption within McDonalds India
restaurants was identied as an area of opportunity.
SOLUTION McDonalds India converted traditional lighting in the
dining area to LED-based lighting, which helped reduce the electrical
load for lighting. Starting in 2012, LED lighting technology was
implemented in new restaurants in India.
RESULTS The lighting load for every McDonalds India restaurant
has decreased from 6 kilowatt hours (kWh) to 4 kWh, resulting
in a savings of 10,220 kWh per restaurant annually. Due to the
reduction in lighting load, the associated heating, ventilation and air
conditioning load is also reduced.
TO KNOW IS TO SAVE
Peter Schroeder
Environment Manager
McDonalds U.K.
OPPORTUNITY McDonalds U.K. strives to support franchisees efforts
to save energy and costs by providing information and guidance.
SOLUTION Since 2007, McDonalds U.K. has published an energy
savings initiative booklet. It contains details about the latest energy
efcient equipment choices available or being tested in the U.K.
It also details best practice in managing energy. In addition, since
2009, monthly electricity benchmarking and ranking reports have
been sent to franchisees, and daily graphs detailing electricity
consumption by the half hour have been sent directly to restaurants.
RESULTS The booklet, reports and graphs have received unanimous
positive feedback and have been regularly updated and further
improved. They have helped franchisees to signicantly reduce their
restaurants energy consumption. In 2013, McDonalds U.K. used
25 percent less electricity per customer than in 2007.
ELECTRICITY BILL VALIDATION AND REPORTING
Brad McMullen
OPPORTUNITY With signicant increases in electricity bills over the
past ve years, McDonalds Australia conducted a detailed analysis
of restaurant-level energy reporting. Bill verication services were
required to ensure the accuracy of bill statements to drive better
performance measurement and continuous improvement.
SOLUTION McDonalds Australia engaged a consulting rm to
analyze every electricity bill monthly and produce a benchmark
report that ranks restaurants according to their restaurant type
and energy intensity. A web-based reporting dashboard also allows
for comparisons between restaurants and performance from year
to year. The consulting rm also liaises directly with the electricity
company to ensure that any identied billing errors are rectied and
credited back to McDonalds.
RESULTS Since 2013, more than $290,000 (in Australian dollars)
in billing errors were identied. The electricity benchmark report
has become an integral part of sustainability communications and
supports the evaluation of the success of electricity reduction trials.
Further trials are being investigated to include temperature and
transaction correction to allow for energy use alerts.
Energy 13
LED RETROFIT CASE STUDY
Leo Coates
Managing Director
Coates Signco Pty Ltd
OPPORTUNITY LED lighting has become an important part of the
value engineering program developed by McDonalds Australia
supplier, Coates, over the past six years. Coates identied this
technology as a fundamental step to improve efciencies and reduce
environmental impacts. Coates set out to design LED lighting that
consumes less energy, requires less maintenance and lasts longer
than the traditional substitutes, such as uorescent tubes, which are
widely used in Australia.
SOLUTION Coates developed an LED retrot solution for pylon
signs to signicantly reduce the energy consumption and service
requirements. This initiative provides signicant cost savings and
has an average return on investment (ROI) of two to three years. The
ROI calculations are based on actual data from 39 pylon retrots
completed since May 2012.
RESULTS Coates LED retrot initiative demonstrates successful
innovation through value engineering, strong partnerships and
the use of modern technologies that ultimately achieve a win for
all stakeholders.
Some of the key features of the LED retrot include:
Three- or fve-year warranty, depending on the pylon sign
Two- to three-year return on investment for all pylon sizes
50 percent reduction in service and access cost
High-quality LEDs for superior lifespan and brightness
Lifespan approximately nine times longer than fuorescent
lights
Approximately 60 percent less energy consumption
(compared to T8 uorescent lamp)
Brighter and more even illumination
CALCULATE YOUR CARBON FOOTPRINT
Rolf Huwyler
Senior Manager Environment & CSR
McDonalds Europe
OPPORTUNITY McDonalds Europe wanted to identify key restaurant
CO2 reduction potentials and to set and monitor greenhouse gas
reduction targets.
SOLUTION As part of the greenhouse gas reduction strategy,
McDonalds Europe has provided its markets with a unique toolkit
to calculate an individual countrys restaurant carbon footprint.
The methodology of this tool is based on the pan-European model
and was veried by SGS Group. It is linked with the existing
web-based corporate responsibility reporting system and provides
pre-lled-in data from Europe, where useful and applicable. Each
market simply enters its actual key usage gures, such as the total
electricity usage and the volume of products sold. The toolkit then
automatically calculates the CO2 impacts using system data and the
agreed-upon methodology.
RESULTS The easy-to-use web-based toolkit is currently
implemented in 26 European markets. It enables the markets to
generate a representative country carbon footprint to help them
identify and measure the key reduction potentials. It will also let the
market set and monitor its country reduction targets going forward.
14 Recycling and Waste: Packaging
Recycling
and Waste
PACKAGING
McDonalds is committed to protecting valuable
ecosystems, promoting resource efciency
and supporting the economic viability of
responsible land management. To bring this
commitment to life, the company has set priorities
to optimize the amount of packaging we use and
to use only sustainably sourced materials that
are recyclable or compostable. In collaboration
with our suppliers, we pursue packaging priorities
in three critical areas: design, sourcing and
recovery. Weve set a 2020 aspirational goal for
100% of ber-based packaging to be derived from
certied or recycled sources.
AUSTRALIAN PACKAGING COVENANT
Brad McMullen
Susie Craig
Sustainable Supply Chain & Quality Assurance
McDonalds Australia and New Zealand
Grant Evans
Director Australia and New Zealand, Pacic Islands & Southeast Asia
HAVI Global Solutions
OPPORTUNITY Packaging is one of our customers main concerns related to
our impact on the environment. McDonalds Australia is a signatory to the
Australian Packaging Covenant, an industry-led body that publicly reports
packaging reduction initiatives and action plans.
SOLUTION McDonalds Australia has released its second action plan for
public review. Key actions from the plan include:
Reviewing current packaging against McDonalds Eco-Filter, a
packaging design evaluation tool
Reviewing point of purchase recycling opportunities
Recovering pallet wrap
Investigating moving to fully certifed fber
Reviewing recycled content in distribution packaging
Introducing recycled component into two products where none
currently exists
Removing a component from multi-part packaging
RESULTS McDonalds Australia was recently recognized for achieving the
highest score in the retailers/quick-service restaurant (QSR) category for its
work in devising and reporting against an action plan.
Achievements include:
Fiber board reduction for folding cartons resulted in savings of
187 tons of raw material
Reduction in wrap weights from 33 grams to 30 grams saved
81 tons of raw material
Transitioning the double cheeseburger from a clamshell to a
wrap saved 760 tons of raw material
Retrieving pallet wrap from the restaurants prevented 7.8 million
tons of plastic wrap from disposal in landflls, as part of a
reverse logistics trial with distribution company Martin Brower
PLANET
CHAMPION
Recycling and Waste: Packaging 15
LIGHTWEIGHT RECYCLED DOUBLE WALL CUP
Jacqui Macalister
Senior Manager, Sustainable Sourcing
McDonalds Europe
Armando Mariano
Research & Development Materials and Product Director
Seda
OPPORTUNITY McDonalds Europe is working to meet its goal to
reduce the environmental impact of its packaging.
SOLUTION In 2012, Seda, a McDonalds packaging supplier in Europe,
started a project for McDonalds Netherlands to introduce a new-
generation double-wall hot cup that is lighter and has an outer
sleeve made from recycled bers, while maintaining the premium
appearance and performance of the existing cup.
RESULTS The production of the double-wall hot cup with a
lightweight inner and recycled outer shell started toward the end of
2012. The new cup specication maintained the thermal insulation
of the cup, while:
Reducing weight
Reducing non-renewable content of the cup
Introducing recycled fbers
As an example, for the 0.3-liter double-wall cup:
The total cup weight has been reduced by approximately 6
percent versus the previous version
The non-renewable material content has been reduced by
more than 20 percent versus the previous product
More than 40 percent of the total fber content is derived
from recycled bers, of which more than 30 percent is
derived from post-consumer material
REDUCTION OF CO
2
EMISSIONS THROUGH MORE
EFFICIENT PLASTIC PACKAGING
Masashi Moriyama
Assistant Manager
Tosho Chemical Co. Ltd., Japan
OPPORTUNITY Tosho Chemical Co. Ltd. (Tosho) is Japans leading
manufacturer of plastic cutlery. Tosho has succeeded in reducing
costs and meeting the demands of its customers, such as
McDonalds, while implementing environmentally friendly policies.
Tosho provides four types of cutlery for McDonalds Japan: coffee
spoons, salad forks, knives and spoons.
In order to improve these products, Tosho starts by examining its
materials, then selects the materials to use after gaining a good
understanding of their characteristics.
SOLUTION The raw material that Tosho had been using for the
four types of cutlery for McDonalds Japan was polystyrene.
This was replaced with polypropylene. Compared to polystyrene,
polypropylene emits less CO2 per unit of production and is
lightweight. As a result, it is possible to use fewer resources in the
development of the cutlery.
In addition, cutlery is produced with an injection molding machine,
and Tosho has developed new design molds and achieved optimal
conditions for production.
RESULTS By switching from polystyrene to polypropylene in cutlery
for McDonalds Japan and other customers, Tosho has succeeded
in reducing the volume of raw material used in production by
approximately 40 metric tons per year and reduced the amount of
energy consumed during the molding process. As a result, Toshos
volume of CO2 emissions from raw materials has dropped to 185
metric tons per year. Similarly, the volume of CO2 emissions from
energy consumption has fallen to 30 metric tons per year. The lower
levels of CO2 emissions represent a 21 percent reduction in total
emissions (215 metric tons) per year.
COLD CUP LIGHTWEIGHTING
Jacqui Macalister
McDonalds Europe
Mats Hgerstrm,
Head of Group Environment, Health & Safety
Huhtamaki Oyj
OPPORTUNITY Huhtamaki, a McDonalds Europe packaging supplier,
set a goal to continuously reduce the environmental impacts of its
products. One way to do this is to nd new ways to decrease the
amount of raw materials used in Huhtamakis products without
deteriorating the operational performance of the product or affecting
the customer experience.
SOLUTION With continuous work on new product development with
its raw material supplier, Stora Enso, Huhtamaki introduced a new
structure for paper board used in paper cold cups. This is a multilayer
board with chemi thermo mechanical pulp (CTMP) in the middle layer
and chemical pulp on the outside layers. The board combines the
high strength and yield of mechanical pulp and the taint neutrality of
chemical pulp. By using CTMP board, Huhtamaki was able to apply
lower board weight in its products compared to the regular board
it used.
RESULTS As a result of this project, Huhtamaki reduced the weight
of the 400-milliliter cold cup by more than 6 percent on average,
compared to other cold cups supplied to the McDonalds system.
In addition to applying lightweighting, the new material solution
supported Huhtamakis efforts to provide price stability. Using
fewer materials creates less waste and reduces the overall impact
on the environment.
WHIPPING UP A MILK SHAKE CUP WITH LESS ENERGY
Yesim Gocer
Key Account Manager
Sem Plastik, Turkey
OPPORTUNITY Due to rapid decline and high consumption of natural
resources, it is vital to protect energy and natural resources for
a sustainable future. With this in mind, minimizing electricity
consumption during the production process of milkshake cups has
signicant ecological and social benets.
For plastic packaging, the consumer associates high-quality
products with greater stiffness or thickness of the product. However,
unnecessarily over-weighted products reect a misuse of natural
resources and result in additional waste. Therefore, creating
products with high stiffness, without increasing the weight, has the
potential to increase both consumer satisfaction and ecological
benets.
SOLUTION Producing more rigid products with less electricity
consumption and less waste is made possible by transitioning the
production process from traditional thermoforming technology
(ofine) to innovative thermoforming technology (inline).
The thermoforming process consists of three basic sub-processes:
Extrusion
Thermoforming
Grinding (for recycling)
In traditional thermoforming (ofine thermoforming), the three
sub-processes are performed in separate workstations as different
operations. With the help of innovative inline iechnology, the whole
thermoforming process is performed as a single operation within
a single workstation. By converting the whole process into a single
operation, the inline process enables Sem Plastik to save energy and
water and leads to more efcient recycling.
RESULT The inline system is a more environmentally friendly, energy-
saving and efcient system compared to the ofine system. Over a
period of one year, the enhanced production process for milk shake
cups through the inline production system results in a:
20 percent (approximately) reduction in raw materials
Decrease in total CO2 emissions by up to 9,207 tons
Decrease in total electricity consumption by up to
2,680 kilowatt hours
OPPORTUNITY McDonalds aims to continually improve the overall
sustainability of its packaging by working with suppliers to evaluate
the design during the development phase. By establishing a
framework for evaluating the key environmental metrics, HAVI
Global Solutions (HGS) and McDonalds will be able to make
more sustainable packaging for products. They can also prioritize
opportunities for improvement across a markets full packaging
portfolio.
SOLUTION McDonalds worked with HGS to develop a framework for
a packaging design evaluation tool, the Eco-Filter 3.0, which is used
to assess packaging and drive alignment with McDonalds vision for
sustainable supply. HGS leveraged the expertise of Environmental
Packaging International (EPI), a consultant that specializes in design
for environment tools, to assist with building the tool. The tool
builds on McDonalds key packaging performance indicators, best
practices from the European and North American markets, and
advice from outside experts and non-governmental organizations,
such as the Environmental Defense Fund.
The tools framework focuses on key environmental priorities
for packaging, such as optimizing weight, increasing the use of
recycled or renewable materials from certied sources, minimizing
harmful chemicals used in production and maximizing end-of-life
options such as recycling. Leveraging the platform of the Eco-Filter
packaging design tool, HGS directed EPI in developing a portfolio
tool called the Eco-Filter Portfolio Assessment Tool (EFPAT), which
incorporates sales volume to yield an environmental performance
indicator of the packaging portfolio used in a market.
KEEPING SCORE: SUSTAINABLE PACKAGING FROM THE OUTSET
Jacqui Macalister
McDonalds Europe
Jessica Droste Yagan
Former Director of Sustainable Supply, Supply Chain Management
McDonalds USA
Jennifer McCracken
Director, Sustainability
Amy Zettlemoyer-Lazar
Development Director, Packaging Technology Integrated Solutions
RESULTS European packaging suppliers are focused on continual
improvement by challenging the current technology to enable future
lightweighting. The McDonalds Europe packaging system identifed
lightweight projects, targeted for implementation at the end of 2014
and early 2015, in the following areas:
Lightweight fry cartons (from 250 to 230 grams per square
meter board for an 8 percent weight savings) with an
estimated resource savings of 987 metric tons annually in
2015.
Lightweight clamshells to deliver up to 20 percent in
weight savings (6.5 percent reduction compared to current
clamshell; 28.55 to 33 percent reduction compared to
standard recycled solid board, pending size) with an
estimated resource savings of 275 metric tons annually in
2015.
In 2012, the McDonalds USA napkin was optimized, resulting
in an annualized material savings of 2,630 metric tons
(5.8 million pounds). Similarly, optimizing the large beverage cup
resulted in an annualized material savings of 2,222 metric tons
(4.9 million pounds).
MCDONALDS AUSTRALIA REDUCES
CHEMICAL USE AND PACKAGING
Susie Craig
Andrew Hampton
Area Manager Australia and New Zealand
Ecolab
OPPORTUNITY McDonalds Australia strived to reduce the use
of chemicals for cleaning and sanitation in the restaurants,
while ensuring consistency in cleaning standards and maintaining
food safety.
SOLUTION McDonalds Australia has rolled out the KAY SolidSense
program to all restaurants in Australia and New Zealand. This next
generation of cleaning and sanitation systems was designed to
make a bigger impact on restaurant operations through simplied
operations, enhanced cleaning and sanitation and an improved
impact on the environment. The system utilizes solid blocks of
concentrated cleaning products that are automatically mixed with
water for washing and sanitizing wares at the back sink and for oor
cleaning.
RESULTS McDonalds Australia and New Zealand restaurants have
maintained their stringent sanitation standards, while improving
overall sustainability. The KAY SolidSense products require less
storage space in the restaurants and distribution centers. Based on
2012 usage of equivalent liquid-form products in their restaurants, it
is estimated that equivalent use of the same products distributed in
solid form through the KAY SolidSense product range will result in
a reduction of 364 pallets. This equates to a weight reduction of 231
metric tons and an associated reduction in carbon emissions related
to transport. In addition to storage and distribution benets, the
program will produce less packaging waste and result in a packaging
reduction of 42 metric tons.
AN INNOVATIVE AND SUSTAINABLE PACKAGING
SOLUTION
Ratha Kerisnan Ramiah
CEO & Director
Interpress Printers, Malaysia
OPPORTUNITY Working very closely with HAVI Global Solutions,
Singapore, Interpress Printers, Malaysia, identied an opportunity
to provide a responsible and sustainable packaging solution for
atbread sandwiches (such as the Chicken Foldover for McDonalds
restaurants in Malaysia, and McArabia Flatbread sandwiches
for McDonalds restaurants in the Middle East) through its sister
company RAP Asia, Malaysia.
SOLUTION Interpress Printers and HAVI Global Solutions developed
exible food wrap (FFW) packaging with a single piece of paper wrap
and a band of board. The packaging uses less material compared
to a clamshell. The raw material savings are even more signicant
for markets that use a paper wrap and clamshell for the sandwich
to enhance customer experience, especially for items with a lot of
lling and sauce.
RESULT There was a material savings of 30 percent as the new
atbread packaging requires less paper. Interpress Printers
compared the FFW board and paper combination with a clamshell
or a clamshell and paper wrap. Using the new FFW board and paper
combination also reduces packaging waste from the consumer and
minimizes the overall footprint of the packaging.
With regard to transporting and shipping the goods, Interpress
Printers was able to pack the FFW packaging at, thereby saving
space and loading four times more packaging into each outer case.
This enabled the shipping of more FFW packaging than clamshells in
each cargo load to minimize transportation costs and the Interpress
carbon footprint.
As a result, this initiative has led to a packaging solution that ensures
sustainability across the value chain and throughout the products
life cycle.
COMPOSTABLE PACKAGING
FOR 2012 LONDON OLYMPIC GAMES
Jacqui Macalister
McDonalds Europe
Armando Mariano
Research & Development Materials and Product Director
Seda
OPPORTUNITY For the London 2012 Olympic Games, the London
Organising Committee of the Olympic and Paralympic Games
(LOCOG) set standards requiring that all food packaging products
used must be biodegradable and compostable according to the
European standard EN 13432. To meet the events environmental
standards, McDonalds Europe supplier, Seda, spent more than two
years in research and development working to achieve EN13432
compostability standards for its packaging.
SOLUTION Seda has been developing a full range of biodegradable
and compostable packaging certied EN13432 called NaturellySeda,
where the non-renewable plastic material is replaced by a
biopolymer. This product helps reduce the consumption of petrol-
based materials and the overall carbon footprint of the packaging.
For the London 2012 Olympic Games, cold drink cups and lids,
double-wall loyalty cups (with biodegradable label), McFlurry cups,
clamshells and salad bowls were produced and supplied for all the
restaurants in the Olympic park.
RESULTS Seda was selected as a foodservice packaging provider to
the London 2012 Olympic Games as part of the Olympic Committees
food vision program, an integral part of its overall efforts to
improve sustainability at the Summer Games. Millions of meals were
served with compostable packaging at the Olympics, with beverages
and meals-on-the-go in this new Seda packaging.
recyclinG
and waste
waste manaGement
McDonalds customers have told us that one
of the most important environmental issues in
McDonalds restaurants is waste and recycling.
We recognize the importance of this issue as well,
and are working together with our customers
and with restaurant staff to tackle this issue.
By 2020, we aspire to increase the amount of
in-restaurant recycling to 50 percent and minimize
waste. Our ultimate vision is to avoid waste in
the rst place. When we do generate waste,
we want it to be recycled into valuable resources.
We will not meet our vision without learning
together and engaging our customers and crew,
along with the broader community and the waste
hauling industries that we rely upon.
RECYCLING AND COMPOSTING IN
CALIFORNIA RESTAURANTS
Becky Gallagher
Communications Manager, Pacic Sierra Region
McDonalds USA
Laura Vansant
The Coca-Cola Company
Stephanie Olson
Business Development Leader
The Coca-Cola Company
In partnership with franchisees Jason Goldblatt and Cosmo Fagundo.
OPPORTUNITY McDonalds USA is seeking ways to minimize waste
sent to landll. Based on a 2011 restaurant waste audit of
11 restaurants in the McDonalds USA Pacic Sierra Region,
it was estimated that approximately 75 percent of restaurant waste
in these restaurants could be diverted through a comprehensive
mixed and organics recycling program.
SOLUTION Working in partnership with The Coca-Cola Company,
the Pacic Sierra Region of McDonalds USA created a waste
diversion execution manual designed to guide potential
implementation in other McDonalds restaurants throughout the
United States. The guide enables restaurants to deploy mixed
recycling, organics recycling or both, by providing checklists,
shift huddles and restaurant staff/customer engagement and
education materials. The manual was piloted in 11 restaurants using
multiple waste haulers to determine effectiveness. The manual
then served as the road map for deployment region-wide, with an
initial focus on Alameda County, California.
RESULTS Following the pilot and communication with restaurant
franchisees in the region, 99 percent of Pacic Sierra Region
restaurants now recycle cardboard (an increase of 14 percent),
33 percent recycle pre-consumer waste (an increase of 82 percent),
11 percent recycle post-consumer waste (an increase of 60 percent),
11 percent recycle pre-consumer organic waste (an increase of
73 percent), and 7 percent recycle post-consumer organic material
(+28 percent). StopWaste Business Assistance Team of the Alameda
County Waste Management Authority recognized McDonalds with
the 2013 Business Efciency Award for Waste Reduction Excellence
in Fast Food Recycling and Composting. StopWaste estimates
that participating McDonalds restaurants in Alameda County are
diverting 70 cubic yards of waste from landll each week.
PLANET
CHAMPION
20 Recycling and Waste: Waste Management
Recycling and Waste: Waste Management 21
PARTNERSHIP WITH MAYORS AND MANUFACTURERS
Sophie Boucher
Environment Manager
McDonalds France
OPPORTUNITY In the ght against litter, McDonalds France is aiming
for a comprehensive solution and ways to permanently change
peoples attitudes.
SOLUTION In 2007, McDonalds France decided to engage in a large-
scale project involving associations, customers and manufacturers
of packaging and garbage cans. In a two-year process of work and
dialogue supported by the Ministry of Environment, promising
measures were identied and tested in the cities of Dijon and Albert.
The anti-littering plan includes the introduction of easily crushable
carry-out bags, an update of the carry out assembly orders that led
to the reduction of bags, the design of an easily accessible garbage
can drive-thru that allows customers to dispose of waste without
leaving the car, and indoor and outdoor posters to raise customer
awareness of the actions taken by McDonalds and actions they
can take themselves. This was done in cooperation with the French
Mayors Association (AMF), which encourages the partnership
between restaurants and communities.
RESULTS The solutions tested in Dijon and Albert proved to be a
real success. They received very positive feedback from
customers and led to a signicant decrease in the amount of litter.
To spread the program, McDonalds France signed a national
agreement with the AMF and the National Labour Syndicate for
catering and quick service industries. As of April 2014, 143 formal
partnerships have been forged between McDonalds France
restaurants and local communities.
DISTRIBUTORS COLLABORATE TO REDUCE WASTE
Former Director of Sustainable Supply,
Supply Chain Management McDonalds USA
*Current Contact: Rachael Sherman, McDonalds USA
Steve Kinney
Sustainability Sub-team Chair
North American Logistics Council
OPPORTUNITY From 2010 to 2012, McDonalds USA distribution centers
(DCs) generated an average of more than 1,200,000 pounds of waste
sent to landll per month. The objective of the DCs and the North
American Logistics Council is to achieve zero waste to landll by 2020.
SOLUTION A cross-company sub team was formed to identify the
steps necessary to get to zero waste to landll. The team identied a
six-step process that, when implemented, will yield an estimated 90
percent diversion of waste from landll at each distribution center.
The program was piloted in Stockton, California, and resulted in a
Guide to Zero Waste to Landll.
The six steps include:
Waste Analysis: Evaluate what is currently in your dumpster.
Diversion Programs: Take the results of your analysis
and determine how and where to divert it. Consider
available infrastructure, local regulations and individual
restaurant characteristics.
Physical Environment Set-Up: Set up facilities for ease
of waste separation and collection.
Change Management: Engage management to commit to
creating a culture of reusing and recycling.
Training: Train associates on the proper disposal of waste.
Measurement: Collect data, post results and accentuate
the positive.
RESULTS McDonalds USA has reduced waste to landll by 17 percent,
down to 998,000 pounds per month (versus 1.2 million pounds).
Individual distribution centers performance has improved as well:
Two facilities have reached zero waste to landfll: The
distribution center in Waipahu, Hawaii, and TC Distribution in
Stratford, Connecticut.
The distribution center in Dickson, Tennessee, has reduced
waste to landll from an average of approximately 30,000
pounds per month before 2013 to less than 13,000 pounds per
month in 2013, which represents a 57 percent reduction.
During the summer of 2013, McDonalds USA published a newsletter
to share preliminary learnings with the eld to enable DC facilities
to get a jumpstart on implementing the six steps. The Guide to Zero
Waste to Landll was then shared with all DCs via webinar in August
2013, with the hopes that all DCs would put the six-step process in
place by the end of the rst quarter of 2014. Once all DCs participate
in the zero-waste-to-landll initiative, we anticipate that 90 percent of
DC waste can be diverted from landll.
PLANET
CHAMPION
SAVINGS THROUGH MCENVI
Grta Nagy
Environmental Manager
McDonalds Hungary
OPPORTUNITY McDonalds Hungary strives to optimize waste
management through software.
SOLUTION McDonalds Hungary is managing the waste of its 51
company-owned restaurants with the help of McEnvi, software
specically designed for the company. McEnvi is a tracking software
program with ltering options that support planning and tracking of
waste quantities and costs. With McEnvi, environment coordinators
can forecast the amount of waste for the coming period and easily
monitor data, such as the frequency of grease trap cleaning or
income from the sale of used cooking oil.
RESULTS McEnvi has helped reduce work time, waste amounts and
costs. Local authorities and waste collectors have also provided
positive feedback.
REVERSE LOGISTICS
Howard Gray
Head of Environment
McDonalds U.K.
OPPORTUNITY McDonalds U.K. is working toward a long-term
objective to send zero waste to landll, and recycling is an important
element of achieving this objective. Used cooking oil, cardboard, milk
bottles and uniforms are collected and sent for recycling.
SOLUTION The delivery trucks collect materials for recycling when
they drop off supplies. Cardboard and milk bottles are recycled into
their original components; used cooking oil is recycled and converted
into biodiesel, which is then used by the delivery eet; and unwanted
uniforms are sent for down-cycling into furniture stufng.
RESULTS There are a number of benets to recycling these materials.
For McDonalds U.K., recycling has reduced each restaurants waste
to landll by over 20 percent.and 4.5 million liters of cooking oil
are recycled into biodiesel every year. In turn, the biodiesel supplies
over 50 percent of the fuel used by the delivery eet and saves the
company over 650,000 per year in fuel costs. The reverse logistics
system saves 5,000 additional truck trips and reduces annual
vehicle-related CO2 emissions by 43 percent.
MCDONALDS AUSTRALIA & MARTIN BROWER
FEEDING THE HUNGRY WITH FOODBANK
Susie Craig
Michelle James
Quality Systems Manager Australia and New Zealand
Martin Brower
OPPORTUNITY Foodbank is a non-denominational, non-prot organization
that acts as a pantry to the charities and community groups that feed
the hungry in Australia. Foodbank has established distribution centers
in all state capitals, as well as a number of regional centers. Foodbank
is a conduit between the food industrys surplus food and the welfare
sectors need.
SOLUTION McDonalds Australia, in partnership with Martin Brower, has
integrated food rescue into its supply chain management procedures,
resulting in regular donations of a variety of surplus items to Foodbank
warehouses around the country for distribution to welfare agencies
preparing food for people in need.
RESULTS During 12 months between July 2012 and June 2013,
McDonalds Australia and Martin Brower donated 47,262 kilograms
(gure includes weight of packaging) of foodthe equivalent of 63,000
mealsproduct which would have previously been sent to landll.
ZERO WASTE GUIDELINES
Else Krueck
Director Environment & Corporate Social Responsibility
McDonalds Europe
OPPORTUNITY McDonalds Europe has developed a long-term zero
waste vision that aims to 1) send all waste from McDonalds Europe
restaurants to material recycling, thereby diverting waste from
landll or incineration; and 2) purchase packaging from 100 percent
sustainable and renewable resources,a valuable post-consumer
resource for recycling.
SOLUTION In 2013, McDonalds Europe released its zero waste
guidelines. The e-brochure details the companys zero waste
vision and its waste reduction and recycling goals. It features
McDonalds minimum recycling standards and measures to achieve
results above those standards. The guidelines were a step toward
establishing roadmaps for each European market to address its own
individual recycling challenges.
RESULT Twenty-four European markets have established three-year
roadmaps addressing waste reduction and recycling. McDonalds
Europe aspires to drive the European recycling quota to 57 percent
recycled waste from total restaurant waste by 2016.
OIL RECYCLING PROGRAM
Sheila Rodrguez
Supply Chain Coordinator
Dorados Caribbean Region
OPPORTUNITY Arcos Dorados (the companys developmental
licensee in Latin America and the Caribbean) Caribbean Region
made a commitment as part of its sustainability mission to
identify and develop new ways to expand its green operations and
reduce its carbon footprint. One area of improvement identied
by the Caribbean Division was the disposal of used cooking oil in
the McDonalds restaurants operated by Arcos Dorados.
SOLUTION Arcos Dorados created, designed and deployed an
oil recycling program in its restaurants. The program was
developed with the support and collaboration of a local partner
and provider that collects the used oil and processes it for proper
recycling and further use outside the food supply chain. In doing
so, the local partner helps ensure that used oil from McDonalds
restaurants in the Caribbean Region doesnt end up in local
waterways and that it is recycled for other uses in compliance
with local and federal regulations.
RESULTS With its oil recycling program, Arcos Dorados and
McDonalds have become market pioneers in sustainable efforts
to protect water resources in Puerto Rico and the Caribbean.
Water cleanliness and purity is one of the planets toughest
environmental challenges, and programs like this will protect
water resources so they can be enjoyed by future generations.
WASTE MANAGEMENT WITH MCRECYCLE
Ursula Riegler
Department Head, CSR Communications
McDonalds Austria
OPPORTUNITY With McRecycle, McDonalds Austria seeks to avoid,
reduce and recycle as much waste as possible.
SOLUTION More than twenty years ago,, McDonalds Austria
developed and implemented McRecycle, a waste-management
concept that focuses as much on the input of materials as on the
output. The simple hierarchy of this initiative is to rst avoid and
reduce as much waste as ecologically and economically viable and
then to recycle what is left. For McDonalds Austria, packaging
represents the largest group of materials made from renewable and
recyclable resources. Therefore, materials used for packaging were
streamlined. Specially trained employees guarantee correct waste
separation in the restaurants, where the waste is then compressed
and nally collected by a recycling company.
RESULTS In 2012, 90 percent of the restaurants waste both from
the kitchen and from the dining room was recycled. Only 10 percent
goes to the incinerator. Ninety percent of the packaging material
is from renewable resources and 62 percent of used fresh ber is
certied by sustainable forestry management. Used plastic foil is
granulated for the production of waste bags. Food waste is collected
and composted. All used cooking oil is recycled into biofuel for the
companys trucks.
GIVE WASTE A PLACE FOR DISPOSAL
Birgit Hoeer-Schwarz
Environmental Specialist
McDonalds Germany
OPPORTUNITY Proper management of the environment does not
stop at the restaurant door. In addition to litter patrols, providing
litterbins and displaying anti-litter slogans, McDonalds Germany has
a long-term campaign called Give Waste a (Place For) Disposal that
is addressed to customers.
SOLUTION In 2010, McDonalds Germany started to refresh its
anti-litter efforts by launching the long-term, customer-focused
campaign Gib Mll eine Abfuhr (Give Waste a Place For Disposal). It
started with an online video contest through which customers were
able to produce and submit videos that showcased their freestyle
soccer talent by kicking waste into a bin. In 2011, this campaign was
continued with redesigned stickers for outside waste bins, anti-litter
printing on carry-out bags and a tray liner. In 2012, McDonalds
Germany continued its efforts by joining the DFB Umweltcup
(environmental competition of the national soccer association) where
soccer clubs conducted cleanup campaigns with the assistance of
McDonalds Germany.
RESULTS McDonalds Germany shows its responsibility for the
neighborhood and for the environment and tries to raise awareness
among its customers to keep the landscape tidy.
FROM BANNER TO BAG
Heinz Hnni
Environment Manager
McDonalds Switzerland
OPPORTUNITY Turned into fashionable bags, advertising banners
carry a new, indirect message of eco-consciousness. McDonalds
Switzerland found an innovative way to say, We are a company well
aware of the importance of protecting the environment.
SOLUTION McDonalds Switzerland thought of a way to increase
the comparatively short lifetime of the plastic banners used to
advertise special offers. The company repurposes and recreates the
banners into fashionable bags that are given as an environmentally
friendly and awareness-raising gift to new staff members and other
stakeholders.
RESULTS The bags are a fun and sensible accessory and very much
appreciated by the recipients. Turning the banners into bags also
helps save waste disposal costs.
ROAD TO SUSTAINABILITY:
WORKING TOGETHER FOR OUR FUTURE
Aditya Kharwa
General Manager, Restaurant Solutions Group
Ritika Verma
General Manager, Corporate Communications
OPPORTUNITY Keeping the environment around our restaurants clean
has been one of the key focuses for McDonalds India. Paper and
plastic waste generated at McDonalds India restaurants is estimated
at approximately 105,285 kilograms on average per month in 57
restaurants across Mumbai, Pune and Ahmedabad.
SOLUTION McDonalds India partnered with a local non-governmental
organization in early 2012 to run a waste management audit of
restaurants in Mumbai and its suburbs, and to initiate a pilot to
collect the paper and plastic waste from McDonalds restaurants
in Mumbai. After a successful pilot, McDonalds India now recycles
paper waste for reuse.
RESULTS McDonalds India, through its initiative of recycling paper
waste for reuse, is taking a step toward obtaining green restaurant
certication. By developing a systematic waste management
process, McDonalds India is moving toward zero greenhouse gas
emissions. After a successful pilot in Mumbai, McDonalds India
has introduced the systematic waste management process in
restaurants in Pune (Maharashtra) and Ahmedabad (Gujarat).
ON THE RIGHT TRACK WITH GREEN TRUCKS
Bart Vermassen
Director, Finance and Franchise & Supply Chain
McDonalds Netherlands
OPPORTUNITY McDonalds Netherlands sought to reuse and recycle
a large percentage of the waste coming from its restaurants.
SOLUTION In 1992, McDonalds Netherlands started its own
recycling system. Currently, paper and cardboard, plastics, food
remains, vegetable frying oil and minor chemical waste are
separated and recycled. The employees separate the waste in
the restaurants, and the waste is collected once a week by the
companys own Green Trucks. The complete process is being
tracked and monitored by an independent organization.
RESULTS In 1992, McDonalds Netherlands was one of the rst
Dutch companies to practice the reduce, reuse and recycle
waste system on a large scale. Currently, the McDonalds
Netherlands reuses and recycles more than 98 percent of the waste
the restaurants produce.
All of McDonalds Netherlands waste is recycled or recovered.
Paper and cardboard are processed into napkins and placemats.
Cooking oil is used as material for biodiesel. Food waste is used to
make biogas. Green electricity can be generated from this biogas.
Plastic is processed into garbage bags and roadside poles. Fuel
granules are created from the remaining residual waste.
The system is continually optimized and reects positively
on McDonalds Netherlands sustainability efforts. In 2009,
the Dutch system was also implemented in Belgium.
LEADING THE WAY TOWARD CLEANER STREETS
IN AUSTRALIA
Brad McMullen
OPPORTUNITY Litter is an issue of concern for Australian consumers.
McDonalds Australia has worked to establish a leadership position
by proactively engaging restaurant employees and customers in
efforts to control the impacts of litter around existing restaurants
across the country.
SOLUTION McDonalds Australia has a nationwide Clean Streets
program to keep restaurant grounds and nearby streets clear of
litter. Crew members participate in litter patrols as a regular part
of their work day. Messages on packaging, tray liners, trash bins
and parking lot signage remind consumers not to litter. McDonalds
Australia is also a founding partner of Clean Up Australia, the
organization behind Clean Up Australia Day, and marked its 24th
year of partnership in 2013.
RESULTS Since the rst Clean Up Sydney Harbour event in 1989,
McDonalds Australias support of Clean Up Australia has enabled
this initiative to grow and ourish. Clean Up Australia Day is now a
community icon and the countrys biggest annual volunteer event.
Results for 2013 showed that some 16,243 tons of waste were
collected, with an estimated 553,412 volunteers across Australia
taking part at 7,383 registered Clean Up sites. In 2013, McDonalds
Australia continued its support of Clean Up Australia Day with 413
restaurants participating.
NEW LIFE FOR ORGANIC WASTE
Heinz Hnni
Environment Manager
OPPORTUNITY Organic materials represent a large portion of
the waste in an average McDonalds restaurant. For McDonalds
Switzerland, nding a cost-effective and environmentally sound
way to recycle them was a priority.
SOLUTION Since 2001, McDonalds Switzerland has collaborated
with Kompogas, a company specializing in the process of
fermenting organic waste to produce biogas. This biogas is used
to fuel the companys four biogas trucks. The volume of biogas
that can be produced with the organic waste from all Swiss
McDonalds restaurants is even higher than the amount needed
to operate the vehicles.
RESULTS All McDonalds Switzerland restaurants recycle organic
waste into biogas. The biogas trucks each save about 5,000 liters
of diesel annually.
OPTIMIZED SORTING MAXIMIZES RECYCLABLES
Melanie Kuemmel
Manager, Environment
McDonalds Germany
OPPORTUNITY McDonalds is often viewed as generating a lot of
waste. McDonalds Germany set out to disprove this misconception
by adopting exemplary recycling practices. The goal is to maximize
the share of recyclable material through an optimized sorting
system.
SOLUTION In the past, McDonalds Germany encouraged customers
to sort what was left on their trays after a meal. The results were
disappointing. After switching to separation of customer waste by
employees, the volume of non-recyclables has been minimized.
Customers are invited to leave their trays with packaging and food
waste in a tray cart placed in the lobby. Employees take the tray
cart to the specially designed sorting room, where the waste is
separated into color-coded bags for paper and cardboard, plastics,
food and residuals. The same sorting process takes place in the
kitchen, where the used oil, foil and corrugated delivery boxes
are also collected for recycling. Well-trained employees can sort
rapidly and efciently, and collect large amounts of packaging
appropriate for recycling, helping the restaurants to reach high
recycling quotas.
RESULTS Now that all McDonalds restaurants in Germany use
this system, the mandatory recycling quotas for packaging are
exceeded regularly.
LOVE WHERE YOU LIVE
Howard Gray
Head of Environment
McDonalds U.K.
Helen McFarlane
Environment Consultant
McDonalds U.K.
OPPORTUNITY To effectively communicate McDonalds commitment
to anti-littering, McDonalds U.K. sponsored the Love Where You Live
campaign from Keep Britain Tidy. Love Where You Live is a national
campaign designed to encourage people to think more positively
about their local communities and to raise awareness about litter. As
a founding sponsor of Love Where You Live, McDonalds U.K. wanted
to build awareness by involving as many restaurants as possible.
Hundreds of events were organized around the U.K. by McDonalds
restaurant teams in partnership with their local communities.
SOLUTION McDonalds U.K. developed a competition for its
restaurant teams to showcase events that have had the most
positive impact on the local community either through education,
stakeholder engagement or the events legacy.
RESULTS Since its launch in 2011, McDonalds restaurant teams
in the U.K. have organized over 1,000 Love Where You Live events
across the country, with more than 30,000 volunteers taking part.
Each year the number of participants has increased signicantly. In
2013, 13,674 volunteers took part in over 430 events. This increase
is largely due to the involvement of McDonalds Planet Champions.
Eighty percent of the McDonalds Love Where You Live events were
either organized or coordinated by Planet Champions.
28 Sustainable Sourcing
SuStainable
SOURCING
McDonalds journey toward sustainable sourcing
begins with our direct suppliers and extends
to thousands of indirect suppliers that source
ingredients for our products. We recognize
that the impacts of a global supply chain like
ours are signicant. In fact, the majority of our
environmental impacts occur beyond our own
operations, through the McDonalds supply chain.
To gain alignment around our efforts, weve set
2020 aspirational goals for beef, coffee, palm oil,
sh and packaging. For beef, we aspire to support
sustainable production, lead the development
of global principles and criteria in 2014, and
develop goals and begin purchase of veried
sustainable beef by 2016. For coffee, palm oil
and sh, we aim to source 100 percent of these
products veried as supporting sustainable
production by 2020. For ber-based packaging,
we aspire to purchase 100 percent from certied
or recycled sources by 2020.
GEO-SPATIAL MAPPING THE BEEF SUPPLY CHAIN
Daniel Boer
Director, McDonalds Worldwide Quality Systems
Breno Felix
Operations Director
AgroTools
OPPORTUNITY For over 20 years, McDonalds has had a policy
prohibiting the sourcing of beef from within the Amazon Biome. We
have asked all of our suppliers who purchase beef from Brazil to sign
a statement conrming their compliance with this policy. Still, we
look to build more transparency and traceability into our supply chain
to provide greater assurance of compliance with our policy and to
better enable us to play a more constructive role with regard to the
sustainability of the Brazilian beef production system.
SOLUTION In 2013, McDonalds launched a pilot project with
AgroTools to map all of the Brazilian cattle farms in the McDonalds
beef supply chain using satellite imagery and GPS devices. The
web-based platform developed by AgroTools provides McDonalds
with access to the name of the farm and city and state where it is
located, as well as the quantity of animals, date of the slaughter and
the specic McDonalds-approved abattoir in which those animals
were slaughtered.
RESULTS As a result of this project, we were able to map beef cattle
farms in Brazil that supply our system (between July 2013 and
December 2013) and see where the cattle are coming from on a
monthly basis in order to conrm that the beef from Brazil to the
McDonalds system complies with our sustainable sourcing goal. The
pilot will continue to be evaluated until the end of 2014 and can then
be expanded for use in other markets, as appropriate.
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QUALITY VEGETABLES AT 3,000 METERS
Leonardo Lima
Corporate Sustainability Director
Arcos Dorados SA - Qorichacra, Cusco, Per
OPPORTUNITY Arcos Dorados, the companys developmental
licensee in Latin America and the Caribbean, identied an
opportunity to integrate smallholder farmers in Peru into its supply
chain through the pilot project Qorichacra.
SOLUTION Qorichacra was created in 2010 and funded by Arcos
Dorados and the Syngenta Foundation to improve the livelihoods of
vegetable farming families in the communities of Ccorimarca and
Sequeraccay, in the Department of Cusco. Here the farmers have
limited resources, but great development potential, farming good
land with access to clean water and nearby, dynamic markets.
The pilot project began with the formation of a business network
and two years of technical support and training to the regions
smallholders to help them meet stringent quality and safety
protocols required for McDonalds suppliers. HELVETAS Swiss
Intercooperation and Centro Bartolom de las Casas, two nonprot
organizations with extensive experience in rural development,
handled local management of the pilot project.
Before the pilot project began, local production did not meet quality
standards for the Arcos Dorados supply chain. Qorichacra is an
innovative partnership between organizations to train and support
smallholder farmers and link them to high-value markets.
RESULTS The pilot project created a network of vegetable
producers with 14 members who installed 14 greenhouses for
the technical production of vegetables that meet the quality
standards of McDonalds, which also opens doors to other
segments of the market.
The families participating in the project enjoyed a signicant
increase in their total revenues. As evidence that the project
benets the farmers and the local residents, the condition
of community houses where pilot programs took place also
improved by 41 percent. Organizers also noted an overall increase
in self-esteem and improved farming skills and quality of life.
MCDONALDS CANADA INTRODUCES UNIFORMS WITH
RECYCLED CONTENT
McDonalds Canada
OPPORTUNITY To continue to increase recycled-material content
in crew uniforms and outerwear as technology around durability
increases.
SOLUTION McDonalds Canada partnered with ECO/// Apparel to
introduce a new crew program with uniforms and outerwear made
from recycled materials.
RESULTS In 2011, McDonalds Canada made some signicant
advances against its goal for more sustainable uniforms by
introducing:
A new crew program with uniforms made from 100 percent
polyester with a portion from recycled content. The fact that
McDonalds Canada uniforms are now 100 percent polyester
rather than a poly/cotton blend means that they are also fully
recyclable for the rst time.
A new management program that included 100 percent
recycled polyester fabric suiting both jackets and pants.
New outerwear items that were also made from recycled
content. These items are clearly identiable by a recycle logo
and have a quick response (QR) Code so the crew can scan
and go to a website that explains the process and McDonalds
Canadas goal.
McDonalds Canadas plan moving forward is to:
Introduce additional recycled content into the crew program
without jeopardizing overall durability, comfort or cost.
Look at using recycle bins or a customer return service for
Cintas, a uniforms supplier, to collect used garments to send
to ECO/// Apparel for conversion into textiles for other uses,
such as in the automotive industry.
Identify whether any of the uniforms or outerwear can be
classied as sourced from a closed loop, meaning that used
McDonalds garments can be repurposed and made into new
McDonalds uniform components.
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MEASURING AND MANAGING ENERGY AND CARBON
EMISSIONS IN MCDONALDS APMEA LOGISTICS
Jacqui Pratt
Senior Director, Supply Chain Management
McDonalds APMEA
Warren Morris
ALC Sustainability Lead
APMEA Logistics Council
OPPORTUNITY In 2011, the Asia Pacic, Middle East & Africa
(APMEA) Logistics Council (ALC) worked with their sustainability
partner, The Neutral Group, to build a web-based tool for collecting
energy and carbon emissions data from distribution centers and their
truck eets serving McDonalds across the APMEA region. The aim
was to benchmark operations and drive energy reduction targets in
support of the ALCs 2020 Sustainability Strategy.
SOLUTION With input and direction from the ALC, The Neutral
Group developed web-based software for the ALC, Lead
Logistics Providers and their distribution centers (DCs), called
the Sustainability Footprint Assessment (SFA). The SFA collects
energy consumption, refrigerant use and waste data from DCs and
applies a unique benchmarking model to produce reports containing
energy efciency scores, carbon footprint and nancial information.
Reports extend from individual DCs and their truck eets through
country and company groupings to the regional level. Registered
SFA users include personnel in all 56 subscriber DCs, their regional
management and McDonalds market and APMEA zone-level staff.
RESULTS In 2011, using the data collected by the SFA, the ALC
established the APMEA energy consumption baseline for DC
operations. The ALC then set electricity and fuel reduction targets
of 5 percent for 2012 for the 33 largest DCs. This target was
supported by a program of energy efciency assessment and
retrot measures at selected DCs. At the end of 2012, even
though the 5 percent overall target was narrowly missed, the SFA
recorded savings of US$534,000 through cost avoidance in energy
and fuel usage across participating DCs. This reects savings of
2,383,000 kilowatt hours of electricity and 175,000 liters of diesel,
representing a little less than 2,000 metric tons of carbon dioxide
equivalent (CO2e) saved, or 1.54 kilograms of CO2e per metric ton of
McDonalds product delivered. The program was continued in 2013,
with renewed goals for DCs and targeted investment in equipment
retrot and employee engagement.
RECYCLING UNIFORMS
Howard Gray
Head of Environment
McDonalds U.K.
OPPORTUNITY To recycle used staff uniforms as part of McDonalds
Europes zero waste vision.
SOLUTION McDonalds U.K. aims to take back all uniforms once
they become unwearable. Nationwide, this represents thousands of
garments. When restaurants receive new uniforms, staff members
are asked to return the old ones to their restaurant, rather than
throwing them away at home. The old uniforms are then returned
to the distribution center and collected by textile recyclers to be
recycled or down-cycled shredded and used as mattress stufng.
The long-term aim is for all McDonalds U.K. uniforms to be designed
for closed-loop recycling into new garments.
RESULTS The London 2012 Olympics provided a great platform for
McDonalds U.K. and its partner, Worn Again, to show the world the
look of the new uniforms, as well as these pioneering steps taken by
the company.
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SIMPLE, SAFE AND SUSTAINABLE
CLEANING SUPPLIES KEEPS THEIR PROMISES
Florence Subrin Dodille
International Accounts Director
Diversey Care, a division of Sealed Air
OPPORTUNITY Diversey Care provides more than 5,000 metric tons of
cleaning supplies to the McDonalds system. The idea behind the Triple S
(Simple, Safe, Sustainable) project was to reduce the impact of cleaning
chemicals by concentrating the product itself, using less plastic and
cardboard packaging, while enhancing user safety and simplicity
through a full lockout system for product containers and bottle lling.
SOLUTION Diversey Care worked to concentrate actual product
chemicals for six main products. Within these products, concentration
levels vary between double and quadruple compared to the previous
concentration levels. Packaging was converted into low-density
polyethylene (LDPE) pouches, all with a physical lockout to avoid
product confusion in the dispensers. Diversey Care also designed
new dispensers, allowing the current cleaning solution packaging to
be removed from the restaurant oor. A bottle lockout system was
introduced for situations where cleaning solutions must be dispensed
into bottles. This prevents cleaning solutions from being added to the
wrong bottles.
RESULTS Results in the McDonalds system (over a one-year period) after
a full rollout in Europe completed in September 2012 are impressive:
1,923 metric tons of product not being transported and 325
metric tons of CO2 emissions reduced from packaging and
inbound transport
92 metric tons of plastic packaging saved
123 metric tons of cardboard packaging saved
The Triple S solution will now be tested in the Asia Pacic/Middle East/
Africa region.
COFFEE TECHNICAL ASSISTANCE
Kelly Ludwig
Strategic Supply Product Manager, U.S. Supply Chain Management
McDonalds USA
McDonalds USA
OPPORTUNITY Globally, McDonalds is committed to responsible coffee
sourcing, and were focusing our efforts to drive ethical, environmental
and economic outcomes in our coffee supply chain.
SOLUTION While our goal to advance coffee sustainability is global
in nature, our efforts begin locally. McDonalds USA is collaborating
with TechnoServe, an international nonprot and leading provider
of agricultural technical assistance, as well as SCAN (Sustainable
Commodities Assistance Network), a global network of 17 leading
organizations promoting sustainable agriculture, to train up to
13,000 farmers in Guatemala and Central America. McDonalds USA,
McDonalds Canada and their franchisees are investing over $6 million
in a farmer technical assistance program. This effort includes working
with TechnoServe and SCAN to provide farmers with technical
assistance and training to produce coffee in a more sustainable manner.
Through these efforts, McDonalds USA endeavors to strengthen local
economies, preserve biodiversity, and give farmers the tools they need
to improve their production. When farmers can deliver a more consistent,
high-quality bean, it increases the chances that their yield can be sold
for a higher price, helping to improve their livelihood. It also helps
our business because by supporting the development of sustainable
farming practices, McDonalds USA hopes to ensure coffees long-
term availability in the region. The majority of our Arabica bean coffee
comes from countries in Central and South America, such as Colombia,
Guatemala, Costa Rica, El Salvador and Brazil.
RESULTS TechnoServe reports that as of December 2013 they
are working with 12,000 farmers in Lake Atitlan and San Martin
Jilotepeque areas of Guatemala. Ninety-one percent of project farmers
are complying with sustainable practices. Agronomy trainings have
been well-received, as evidenced by 70 percent of farmers attending
more than 50 percent of available trainings. SCAN is engaging 33
target organizations that are distributed in the east and northeast of
Guatemala. Moreover, the SCAN model integrates the major actors in
the coffee sector in Guatemala, who through the project, have formed
a SCAN National Platform for Sustainable Coffee, which includes nine
member organizations. The SCAN program in Guatemala assists more
than 4,500 smallholder farmers, integrated in 33 cooperatives and
associations. As of November 2013, it is estimated that each individual
smallholder farmer has received almost four training sessions and
technical assistance visits to their farm or plot.
BEST BEEF BEEFING UP SUSTAINABILITY
Heike Bierweiler
Senior Department Head Supply Chain & Quality Assurance
McDonalds Germany
Jrgen Straub
Senior Team Manager Quality Assurance
McDonalds Germany
OPPORTUNITY McDonalds Germany invited all partners along the
beef value chain to create a common understanding of a sustainable,
win-win situation through implementation of a transparent program
and credible plan to support sustainable beef production and to
protect the agricultural structure in Germany.
SOLUTION
In 2012, McDonalds Germany created BEST Beef as an alliance for
all partners in its supply chain to secure and develop agricultural
standards. As a result, the group developed a modules-based
supporting program that includes husbandry systems, feed and
farm management.
BEST Beef stands for:
B= Bndnis = Alliance
E= Exzellenz = Excellence
S = Sicherheit = Safety
T= Tarnsparenz = Transparency
RESULTS
Since the start of BEST Beef in February 2012, more than 1,200
farms have participated and more than 9,600 cattle have been
slaughtered under the BEST Beef modules. Three slaughterhouses
and four producer groups are slated to join the program. In the
spring of 2014, a new abbatoir and a new producer group joined the
program.
McDonalds Germany will continue to extend the program
throughout the country by incorporating more farms. The program
has created a high level of interest in the agricultural community and
the media.
DEVELOPING GOOD PRACTICES IN FARMING TO ENSURE
QUALITY, ECONOMIC AND ENVIRONMENTAL PERFORMANCE
Jeanne Zeller
Agricultural Network and Sustainable Supplies Supervisor
McDonalds France
Sophie Boucher
Environment and Sustainable Development Manager
McDonalds France
OPPORTUNITY The majority (more than 70 percent) of impacts of
McDonalds system-wide carbon footprint occur in our supply chain
and the agriculture systems that produce raw materials for our menu
items. As a result, signicant benets can be achieved by taking steps
to enhance the sustainability of farm-level production.
SOLUTION McDonalds France initiated a roundtable discussion to
identify effective and acceptable agricultural practices to drive the
sustainable production of ve McDonalds ingredients: beef, wheat,
potatoes, produce and chicken. The discussion focused on improving
animal welfare, promoting biodiversity, reducing greenhouse gas
emissions and protecting water quality at the farm level in France.
Following this roundtable process, McDonalds France set up an
agro-ecological strategy with a network of 30 pilot farms to test
new agricultural practices and to measure their environmental and
economic impacts, as well as the quality of the products.
Continuous testing has resulted in ongoing identication of new
practices that deliver both improved environmental performance and
economic viability.
Once a practice has been established as delivering demonstrable
environmental performance improvement and is commercially sound
on the test farms, the practice will be gradually scaled across the
McDonalds France supplier network. A key reason for this gradual
scaling of activities is to ensure that practices are adjusted as
necessary to specic local conditions, as well as specic farming
systems.
RESULTS While transitioning from identifying best practices to
actually implementing them at the farm level can be challenging, the
program helps create awareness among farmers. Simply identifying
best practices that farmers can apply to their elds and barns is an
important rst step. McDonalds France aims to share best practices
with farmers who have similar operations and measure the deployment
of these practices and the associated impacts. In 2014, with a rst list
of best practices identied in each main production area, McDonalds
France will measure the number of farmers already involved, and then
dene objectives and action plans for deployment.
Keith Kenny
Senior Director
McDonalds Europe
OPPORTUNITY Of all the raw materials in the McDonalds supply
chain, beef is the most iconic. McDonalds Europe uses only whole
cuts of beef from the ank, forequarter and hindquarter to make
our beef patties sourced through a simple and transparent supply
chain, based on long-term relationships with our trusted suppliers.
Beef is also the raw material in our supply chain with the greatest
sustainability impacts, which is why beef was chosen as our top
global sustainable sourcing priority. In fact, we have a global goal to
start purchasing a portion of beef from veried sustainable sources
by 2016.
SOLUTION McDonalds Europe has already established a number
of programs and initiatives aimed at addressing sustainable beef
production. For more than 10 years, McDonalds Europe has been
elevating standards in its supply chain through the McDonalds
Agricultural Assistance Programme (MAAP). McDonalds Europe
also launched its unique Flagship Farms program almost ve years
ago to promote and share leading sustainable agricultural practices
from farms in the European supply chain.
Sustainable beef production involves a range of issues, including
labor, animal welfare, natural resources and economic efciency.
Dening what it means and gaining consensus is a signicant
challenge. To date, there has been no widely agreed-upon denition
of what sustainable beef actually means.
However, we know that by working with others we can develop
sustainable solutions and achieve progress. McDonalds Europe is
proud to have chaired the SAI Platform Beef Working Group which
PLANET
CHAMPION
brings together producers and processors from across the European
supply chain, along with key retailers as knowledge exchange
partners to develop a set of Principles for Sustainable Beef Farming
with wide support from the industry. These principles, published in
November 2013, form a comprehensive framework for sustainable
beef production in Europe that aligns with global priorities and
principles.
At a global level, McDonalds is a founding member of the Global
Roundtable for Sustainable Beef (GRSB). The GRSB is currently
working to fnalize its defnition of what sustainability means for the
global beef value chain, following the publication of principles and
criteria behind these defnitions. McDonalds Europe supports the
work of GRSB to develop a global framework for sustainable beef
production.
RESULTS The journey to sustainable beef production will be a
long one. However, the development of the SAI Principles will be
instrumental in aligning actions and accelerating progress toward a
more sustainable beef supply chain. McDonalds Europe continues
to work with the SAI Platform to develop a set of sustainable beef
practices that can be implemented on-farm to achieve the objectives
of each principle. McDonalds Europes work with the SAI Platform
will continue to inform the work of the global roundtable.
DEVELOPING A COMMON FRAMEWORK FOR SUSTAINABLE BEEF IN EUROPE
YOUNG BEEF PRODUCERS SUSTAINING THE FUTURE
Susie Craig
Nicole Hingst
General Manager, Australian Food Corporation
Chairperson, Australia and New Zealand Beef Council
OPPORTUNITY For the beef industry to be sustainable and protable
into the future, it must continue to engage with the next generation of
producers. The beef industry recognizes the importance of fostering
a modern agricultural workforce that encourages innovation along
with the ability to attract and retain young people as critical to
long-term success. Through consultation with Meat and Livestock
Australia (MLA), McDonalds Australia and New Zealand learned
that key areas of interest for young producers included business
efciency, sustainable red meat production, pasture optimization
and breeding technology. Hands-on practical demonstrations, tours,
workshops and activities that have a social networking aspect were
recommended as the best form of engagement.
SOLUTION Through the Australian and New Zealand Beef Council,
which includes representation from McDonalds and beef producers,
a project was formed to develop a tour of McDonalds beef supply
chain targeted at young producers and covering aspects of the 3 Es
of supply chain sustainability (ethics, environment and economics).
The beef supply chain training tour covered steps after animals left
the farm gate to the beef reaching the McDonalds consumer. By
sharing best practices across the system, we can assist producers
in gaining the knowledge and skills to motivate and inuence
sustainable innovation and capabilities in the industry.
Tours were made possible by the additional support of Meat and
Livestock Australia, JBS, Teys Australia, and Martin Brower.
RESULTS Two McDonalds beef supply chain training tours, conducted
in Brisbane, Australia, included 55 beef producer participants. The
following feedback was collected on their experience:
70 percent of participants rated the tour as very valuable
and 20 percent rated the tour as valuable.
100 percent of tour participants indicated they learned
something from the tours.
83 percent of participants indicated that the tours changed
their opinion of the McDonalds supply chain.
DAIRY INDUSTRY PARTNERSHIP AND PILOTS
McDonalds USA
Joe McMahan
Manager, Sustainability Framework
Innovation Center for U.S. Dairy
OPPORTUNITY The U.S. dairy industry collaborated to take on large
sustainability issues, and came away with tangible, long-term goals
for sustainability and tools for the industry to track, measure and
communicate best practices and progress.
SOLUTION McDonalds USA and the dairy industry jointly
invested in a full-time employee to advance the applicability of
dairy sustainability research and tools in the McDonalds USA
supply chain, while helping to advance and support McDonalds
sustainability priorities, including manufacturing, sustainable raw
materials, animal health and welfare and waste diversion.
RESULTS McDonalds USA and the dairy industry are now working
together on innovative pilots on dairy farms, such as the Prairie
Farms Dairy (PFD) pilot. PFD has agreed to pilot and assess
The Stewardship and Sustainability Guide for U.S. Dairy, a resource
developed by the Innovation Center for U.S. Dairy to help dairy
farms and other businesses measure, track and communicate
sustainability. The guide informs the use of corresponding tools
designed to track progress over time and identify opportunities
for improvement. PFD will pilot and test these tools at the farm,
eet and plant level, then aggregate results using the Innovation
Centers customized reporting tool.
OPPORTUNITY A group of McDonalds USA suppliers identied
an opportunity to form a partnership and consolidate multiple
products into single shipments to reduce the total number
of shipments.
Two of McDonalds USAs suppliers, OSI Industries LLC and East
Balt Bakeries, ship product from the Chicago area into the Golden
State Foods facility in Lebanon, Ilinois. A standard refrigerated
trailer can legally haul up to 44,000 pounds of product, or t up to
30 pallets that are 40 inches by 48 inches. OSI ships beef products
with each pallet weighing 2,128 pounds; this causes OSI to weigh
out at 20 pallets per truck. East Balt ships buns and English
mufns with a pallet dimension of 44 inches by 53 inches; this
causes East Balt to cube out at 24 pallets per trailer. A signicant
opportunity existed for consolidating OSIs and East Balts products
onto the same shipment.
SOLUTION OSI Industries, LLC and East Balt Bakeries partnered with
another McDonalds supplier, Armada Supply Chain Solutions, to
warehouse and distribute their products at the Armada Hub Service
Center in Romeoville, Illinois. Warehousing OSI and East Balts
products at the same facility allowed both companies to consolidate
shipments to Lebanon, Illinois, onto the same outbound shipment.
Consolidating beef and buns/English muffns onto the same trailer
allowed for 26 pallets per shipment (compared with 20 OSI pallets
and 24 East Balt pallets), reducing the number of annual truckload
shipments. OSI and East Balt also partnered with Armada Supply
Chain Solutions to secure transportation providers for the shipments
from Romeoville to Lebanon, Illinois.
OSI, East Balt, LXP and Hub1 worked directly with Golden State
Foods (GSF) to develop, test and implement this consolidation
initiative. Test orders were placed and then shipped from Hub1 to
GSF. OSI, Armada and LXP were present to observe the unloading of
these shipments and gather feedback from distribution center staff.
After successfully shipping into GSF, the consolidation program was
implemented full time.
RESULTS Consolidating OSIs and East Balts products onto the
same shipments eliminates over 200 truckloads annually to one
distribution center alone. This reduction of shipments saved the
system approximately $127,000 during the third and fourth quarter
of 2013 and frst quarter of 2014 and reduced CO2 emissions by 55
metric tons.
This initiative is being evaluated for potential implementation
at additional distribution centers and will be expanded as other
opportunities arise.
LOGISTICS OPTIMIZATION THROUGH PARTNERSHIP
WITH SUPPLIERS
McDonalds USA
Stan Trybula
Director Account Management
Armada Supply Chain Solutions
Robert Trojanek
Director of Purchasing
East Balt Commissary
Dimetria Jackson
Director, Corporate Social Responsibility & Sustainability
Golden State Foods
Patrick Unkrur
Manager, Corporate Logistics
OSI Industries, LLC
communications
and enGaGement
At McDonalds, we know we cannot achieve our
social and environmental goals alone. Engaging
with our customers and employees is a critical
element of our success and a key enabler
to mainstreaming sustainability across our
operations, the broader industry and the world
at large. Through more proactive and innovative
communications and engagement strategies,
McDonalds is striving to put sustainability front
and center for our customers, franchisees and
restaurant employees.
OUR FOOD. YOUR QUESTIONS.
Senior Manager, Sustainability and Government Relations
McDonalds Canada
OPPORTUNITY To listen carefully to consumers in Canada and use
transparent, interactive, online engagement to answer questions
about our food.
SOLUTION McDonalds Canada enlisted a team of communicators,
subject matter experts and others to create an online, real-time
engagement Q&A platform, Our Food. Your Questions. The platform,
which launched in June 2012, helped McDonalds Canada answer
consumer questions posed through the online experience.
RESULTS Are your fries made from real potatoes? Do you use ller
in your burgers? These and thousands of questions have been asked
and answered about the food served by McDonalds Canada. The
website received nearly 260,000 unique visits in its rst six weeks,
while the video series which shows how potatoes are grown for
McDonalds Canadas French fries, how to make a Big Mac at home
and how the eggs are cooked for the McMufn sandwiches received
more than 16 million views.
Since McDonalds Canadas launched Our Food. Your Questions.,
McDonalds Australia launched a similar campaign in December
2013, with plans to scale the initiative to other areas of the world and
markets across the McDonalds system.
In an effort to address many of the popular
misconceptions surrounding our food, McDonalds
Canada undertook the challenge of reclaiming
the truth through the Our Food. Your Questions.
campaign. This allowed customers from across the
country to ask McDonalds Canada any questions
about our food and receive a personalized
response. This transparent and authentic approach
helped shift Canadians perceptions about the
quality of McDonalds food, as well as our practices
and procedures, in a new and dynamic way.
-JEFFREY FITZPATRICK-STILWELL
SENIOR MANAGER, SUSTAINABILITY AND GOVERNMENT RELATIONS
MCDONALD S CANADA
36 Communications and Engagement
TRACKMYMACCAS
Mark Wheeler
Head of Digital Marketing
McDonalds Australia
OPPORTUNITY McDonalds Australia wanted to take customers
behind the scenes and show them the sources of ingredients in
ve classic menu items Big Mac, French Fries, McChicken, Chicken
McNuggets and Filet-O-Fish in a fun, interactive way.
SOLUTION In 2013, McDonalds Australia developed the
TrackMyMaccas campaign and mobile app to invite customers to
track the origins of ingredients such as beef, buns, cheese, lettuce
and pickles in classic menu items.
The TrackMyMaccas app used the global positioning system
(GPS) in a smart phone to identify a customers restaurant location.
Using the apps image recognition software, the customer could scan
quick response (QR) codes on packaging to identify the food he/she
was about to eat. Once the app identied the menu item, it combined
this information with the date and time to access McDonalds
Australias supply chain information in real time to determine the
sources of the ingredients.
The apps 3D augmented reality turned restaurant tables into
stages, allowing users to pick an ingredient and learn more about
it. Customers could then share their experience via Facebook and
encourage friends to try the app for themselves.
RESULTS After six months in the Australian markets in 2013,
TrackMyMaccas achieved 117,679 app downloads, more than 85,000
demonstration video views, 660 million impressions from global and
local public relations coverage from the launch, an FWA Mobile of the
Day award and a 2013 Cannes Gold Lion. Nearly 25 percent of app
users experienced the full journey through the 3D augmented world,
nally meeting one of the farmers who supplied ingredients in the
menu item they just tracked.
MCDONALDS AUSTRALIA PARTNERS
WITH GOVERNMENT ON SUSTAINABILITY
Brad McMullen
OPPORTUNITY McDonalds Australia partnered with the New South
Wales State Government in Australia, which implemented the
Sustainability Advantage Program. The initiative gives companies the
opportunity to share industry knowledge and expertise, as well as to
fund sustainability initiatives.
SOLUTION In partnering with the government, McDonalds Australia
completed modules that train staff on sustainable sourcing, staff
engagement and business planning for sustainability. Sustainability
Advantage paid for and produced a set of McDonalds-specic
training materials on minimizing water usage and pollution. These
training materials will be launched online for crew and managers to
complete through the McDonalds Australia MeTime training portal.
RESULTS Through partnering with the Sustainability Advantage
Program, McDonalds Australia has been awarded Bronze
Partnership status by the Minister for the Environment publicly
recognizing McDonalds sustainability initiatives. Review of industry
case studies and key industry contacts have been made through the
Sustainability Advantage Program.
INTERNATIONAL COAST CLEANING DAY,
Arcos Dorados Employee Volunteer Program
Marisol Vega
Communications Director
Arcos Dorados Caribbean Division
OPPORTUNITY Arcos Dorados, (the companys developmental
licensee in Latin America and the Caribbean) Caribbean Region
identied two local institutions dedicated to protecting the
environment whose sustainability visions are aligned with that of
McDonalds. These groups, Scuba Dogs Society and Amigos del
Yunque (Friends of the Yunque), are committed to raising awareness
and creating change in areas of interest for Arcos Dorados in Puerto
Rico and conserving the islands natural resources.
SOLUTION Arcos Dorados created a separate alliance with
Scuba Dogs and Amigos del Yunque. Scuba Dogs Society is the
local partner for the International Coast Cleaning Day. Through
a sponsorship and alliance agreement, Arcos Dorados and its
employees became members and volunteers of the initiative to
clean Puerto Ricos coast. A beach was adopted in the municipality
of Catao, where one McDonalds restaurant is located and there
is strong community involvement. The alliance established with
Amigos del Yunque speaks to Arcos Dorados recognition of how
essential it is for socially responsible corporations to collaborate
in the cleaning, protection and conservation of tropical rainforest
ecosystems. Moreover, El Yunque is located on the eastern region of
the Island, which many restaurant employees call home and where
there are a number of McDonalds restaurants.
RESULTS Arcos Dorados has been able to establish long-lasting
relationships with both Scuba Dogs and Amigos del Yunque.
Employee volunteers involved with cleaning the Catao beach
and the rainforest became goodwill ambassadors for the brand.
In turn, Arcos Dorados was able to communicate its respect for
the community and commitment to environmental conservation.
P FOR PLANET TEAM
Maria Victoria Castillo
Quality Assurance & Environment Manager
McDonalds Spain
OPPORTUNITY McDonalds Spain wanted to enable aligned and widely
supported decisions by involving all internal stakeholders from the
very beginning of environmental projects.
SOLUTION McDonalds Spain set up a multidisciplinary team in
charge of reviewing and implementing environmental projects. The
team includes members from national operations, company-owned
restaurant business units, equipment, construction, communications,
nance, ofce services and environment departments.
RESULTS The new organizational structure proved to be efcient and
successful, and McDonalds Spain:
Set up a discussion forum and task force
Released an energy best practices handbook
Studied and defned new waste equipment for the restaurants
Developed a Planet communications recycling strategy
addressed to customers
MCMISSION APP
Birgit Her-Schwarz
Manager, Corporate Affairs
McDonalds Germany
OPPORTUNITY McDonalds Germany sought to communicate its
sustainability initiatives in an innovative way.
SOLUTION McMission, an augmented reality app from McDonalds
Germany, creates an entertaining and educational virtual experience
for guests. It communicates the companys corporate responsibility
initiatives to customers via games. The app is available for
download on GooglePlay and the iTunes App Store. A total of four
games highlight McDonalds and its franchisees commitment to the
environment and society.
RESULTS In implementing the nationwide billboard campaign and
new environment slogan, McDonalds Switzerland aims to create
a long-term shift in public perception so that the broader public
recognizes the companys sustainability achievements.
Responses to questions in McDonalds Switzerlands 2013
corporate barometer survey show a positive trend compared to
previous years (delete and indicate that):
9 percent of respondents completely agree and 29 percent
mostly agree that McDonalds Switzerland has respect
for the environment
7 percent of respondents said, yes, absolutely, and
29 percent said yes, mostly, when asked if they think
McDonalds Switzerland practices protection of the
environment
This campaign is an important reminder that changing
misconceptions and public perception can be achieved through
long-term initiatives, visible changes and ongoing business insights.
CAUSE WERE ALL GUESTS
Heinz Hnni
Environment Manager
OPPORTUNITY To communicate McDonalds Switzerlands
environmental and sustainability achievements to our customers.
SOLUTION For over 20 years, McDonalds Switzerland has
taken a very proactive approach with regard to environmental
issues. McDonalds Switzerlands environment and corporate
responsibility reporting has a long tradition, but it still sometimes
faces misconceptions when it comes to public perception of its
environmental performance. To let customers and the general
public know about its environmental activities and achievements,
McDonalds Switzerland introduced a nationwide billboard campaign
with four main messages. At the same time, it introduced a new
environment slogan: Cause were all guests.
RESULTS In implementing the nationwide billboard campaign and new
environment slogan, McDonalds Switzerland aims to create a long-
term shift in public perception so that the broader public recognizes
its sustainability achievements.
SUPPLIER COMMUNICATIONS AND ENGAGEMENT
McDonalds USA
Rachael Sherman
Sustainability Manager, U.S. Sustainable Supply Chain
McDonalds USA
OPPORTUNITY The McDonalds USA supply chain group is
committed to working with its suppliers on advancing sustainability.
SOLUTION In order to encourage leadership and innovation among
suppliers and foster best-practice sharing between suppliers from
many industries and categories, the McDonalds USA sustainable
supply chain group worked in partnership with suppliers to create
various communications and engagement initiatives. The Supplier
Communications team, composed of McDonalds USA staff
members and suppliers, acts as an advisory body that plans and
executes educational initiatives focused on sustainability. These
include regular council meetings, webcasts, Sustainability in
Action Field Trips to supplier sites, the Sustainability Mentorship
Program and the U.S. Supplier Sustainability Summit.
RESULTS These tools and activities have led to a Sustainability
Council and a communications sub-team, both of which include
McDonalds USA employees as well as suppliers, that have been
in place for over four years. There are three to four webcasts
offered each year on unique sustainability topics and made
available on the sustainable supply website. The second annual
Sustainability in Action Tour offered in the summer of 2013 involved
over 30 suppliers visiting farms, supplier facilities and renewable
energy utilities to gain in-depth and on-the-ground knowledge of
McDonalds USAs supplier sustainability initiatives. The mentorship
program is in its second round and 12 suppliers have partnered
across categories to share best practices. Finally, McDonalds
USAs second Sustainability Summit in November 2013 featured
prestigious guest speakers, supplier-run breakout sessions
and a variety of networking opportunities attended by over
300 individuals.
ENVIRONMENT IN OUR LOUNGE
Howard Gray
Head of Environment
McDonalds U.K.
OPPORTUNITY Opportunity
The employees of McDonalds U.K. have a well-designed and
fun place to meet online: Our Lounge. The restaurant-level staff
website provides employees extensive information, including best
environmental practices.
SOLUTION To encourage use of best environmental practices,
McDonalds U.K. dedicated a section of its Our Lounge employee
website to the environment. Here, the employees can play an
environment-oriented game, visit the Green Shop to purchase
green items such as energy-saving light bulbs at reduced
prices, and visit an interactive restaurant or private home to see
environmental best practices. Of course, they can also learn about
McDonalds U.K.s many environmental activities.
RESULTS The environment section of Our Lounge offers a fun way to
learn about environmental best practices that can be applied in the
restaurant and at home. It is an innovative addition to the regular
environmental training included in McDonalds U.K.s apprenticeship
modules. Since the concept proved to be so successful, it is now
being introduced to all Northern Division markets.
GreeninG
OUR
RESTAURANTS
With more than 35,000 restaurants,
McDonalds has a unique opportunity to
implement practical and positive environmental
solutions to operations, packaging, equipment
and construction practices by leveraging
relationships with suppliers and franchisees.
A number of McDonalds markets and regions
have developed resources and tools to help
drive continuous improvement and to shift our
collective thinking away from doing less bad,
to doing more good from improving energy
efciency in the restaurants to reducing waste
and water usage. While we have set global
aspirational goals, we recognize that
environmental topics, such as energy and
water scarcity, are local issues and require
local approaches.
FRANCHISEE RIC RICHARDS LEADS THE WAY
TO TWO LEED GOLD MCDONALDS RESTAURANTS
Ric Richards
Franchisee
Cary, North Carolina
John Rockwell
McDonalds USA
OPPORTUNITY Franchisee Ric Richards and McDonalds USA
leveraged the U.S. Green Building Councils LEED Volume Program
and the learnings from building Richards rst LEED-certied
restaurant to incorporate changes and updates toward certication
of his second restaurant in an efcient and economic manner.
SOLUTION In July 2009, Richards opened his rst LEED Goldcertied
McDonalds restaurant in Cary, North Carolina. The restaurant
featured an enclosed hydronic boiler system, multiple tubular
skylights and LED lighting systems. In the years that followed,
McDonalds joined the U.S. Green Building Councils LEED Volume
Program. In 2012, Richards decided to rebuild a second restaurant
in Cary under the LEED Volume Program. This restaurant, which
opened in November 2013, is currently awaiting LEED certication.
RESULTS By installing 100 percent LED lighting in the two
restaurants, Richards has seen a substantial reduction in energy
use in both restaurants. One of Richards restaurants is estimated to
save approximately 253,063 kWh per year over a baseline restaurant.
Overall costs to rebuild Richards second restaurant increased due to
his desire to use additional elements, such as a solar array, electric
car charging station, 100 percent recycled brick and energy-efcient
hand dryers. The solar array is tied into the electric power grid and is
estimated to produce approximately 49,056 kWh per year. Richards
reports that the restaurant uses power directly from the solar array
most of the time.
As a proud McDonalds owner/operator, I feel
strongly that taking advantage of the LEED
Volume Program to build a green, environmentally-
friendly restaurant is denitely worth the effort.
I am proud to complete my 2nd LEED-certied
McDonalds restaurant in Cary, a claim no other
operator or city in North America can make! The
bottom line is that you can build a LEED-certied
restaurant without it being (too) cost prohibitive.
- RIC RICHARDS
42 Greening Our Restaurants
MEASURING PROTOTYPE PROGRESS
IN U.S. RESTAURANT DESIGN
John Rockwell
McDonalds USA
OPPORTUNITY McDonalds USA has made improvements to
its prototype restaurant building for the U.S., but it needed a
comprehensive approach to measure energy and water use
reductions within the designs to effectively evaluate progress.
SOLUTION McDonalds USA created an internal aspirational goal for
the U.S. Restaurant Development Department. This goal pertains to
the standards for new-construction restaurants. Setting this goal
created a way to measure the design against a target to help drive
positive change. The goal is for McDonalds USAs new prototype
buildings and equipment to be designed to reduce energy use
and water consumption, as compared to its prototype buildings
and equipment of 2005.* McDonalds USA also seeks to reduce
construction material waste. Using the 2005 baseline, it was able to
measure efciency of its prototypes through 2012.
RESULTS The results to date indicate a 13 percent reduction/
avoidance of energy use and about an 8 percent reduction/avoidance
of overall water use. McDonalds USA will continue to measure
progress moving forward to inform prototype enhancements.
* Actual restaurant performance varies by location and is affected
by building size and features, sales volume, operating hours, climate
and other factors.
DIVERSEY WATER LESS URINAL PROGRAM
Rupali Gupta
Manager Quality Assurance
McDonalds India
Kapil Arora
Senior Sector Manager
Diversey Care, a division of Sealed Air
OPPORTUNITY The World Bank estimates that India will exhaust
its fresh water by 2050 at the current rate of consumption.
Furthermore, according to a May 2012 article in Live Mint, the
government admitted to not being able to provide a minimum of 40
liters/day/person the minimum requirement, per global standards.
Still, people around the world ush toilets and urinals with potable
water, and it is estimated that up to 20 percent of the worlds
available drinking water is ushed down the drain.
SOLUTION The average toilet uses anywhere from 1 to 3 gallons (3.7
to 11.3 liters) of water for each ush, a number typically abbreviated
as GFP or gallons per ush. In India, water ow is generally adjusted
at 2.5 liters per ush. Diversey Care, a division of Sealed Air, and
McDonalds India (North and East), introduced the Diversey Water
Less Urinal Program in 70 outlets with washrooms in northern
parts of India to ensure that water consumption per outlet per year
is reduced to only 2 kiloliters, or 528 gallons.
Diversey Care and McDonalds India (West and South) are also
testing this application.
RESULTS It is estimated that McDonalds India, through the
Diversey Water Less Urinal Program, saved approximately
6,380 kiloliters, or 1,700,000 gallons, of water from going down
the drain in McDonalds restaurants (North and East) in a
twelve-month period.
PLANET
CHAMPION
GREEN LAB
Carla dAndrea
Environment Coordinator
McDonalds Italy
OPPORTUNITY McDonalds Italy is exploring sustainable solutions
across all functions in a new restaurant.
SOLUTION In Lainate, Italy, the McDonalds Italy team opened
a restaurant that serves as a green lab for construction and
equipment, human resources and overall operations. The restaurant
was constructed and equipped with the latest generation of energy-
efcient technologies and alternative energy sources, ranging from
photovoltaic installation of a tri-generation energy plant to an energy
management system and LED lighting. The restaurant offers the
opportunity to test sustainable solutions and select the best options
for future application in other Italian restaurants. The Lainate team is
exploring operations policies for waste separation, anti-littering and
energy control, along with new ways to train and engage staff.
RESULTS It is estimated that emissions and energy consumption will
be reduced by 15 percent and the amount of energy from renewable
sources increased by 15 percent in the restaurant. The experience
gained will be shared to help make future Italian McDonalds
restaurants more sustainable.
PLATINUM RESTAURANT IN AMSTERDAM
Bart Vermassen
Director Finance, Franchise & Supply Chain
McDonalds Netherlands
OPPORTUNITY McDonalds Netherlands aimed to reduce
a restaurants environmental impact by increasing the
buildings efciency.
SOLUTION In 2011, McDonalds Netherlands opened a restaurant in
Amsterdam equipped with energy efciency technology, including
photovoltaic panels that generate electricity and solar collectors
that heat water. Additional features include a wind turbine, a charging
station for electric cars, LED lighting, heat pumps for heating and
cooling the kitchen, a heat recovery system, waterless urinals and
infrared faucet sensors.
RESULT The E-Flag Restaurant is the rst McDonalds restaurant
in the Netherlands that fullls the requirements of the McDonalds
Europe internal Green Building Guidelines Platinum Standard. It
also received the prestigious GreenBuilding Partner certicate
in 2012 and the GreenBuilding Award in 2013 from the European
Commission. McDonalds Netherlands is the rst organization to
receive the GreenBuilding Partner status and GreenBuilding Award
for a non-residential building in the Netherlands. It is also the rst
McDonalds restaurant in Europe to receive this status.
NO MORE WATER DOWN THE DRAIN
Heinz Hnni
Environmental Manager
OPPORTUNITY In most areas of Europe, residents are lucky to have
plenty of drinking water. It is one of the worlds most precious
resources, and McDonalds Switzerland identies this as a good
reason not to waste it.
SOLUTION McDonalds Switzerland installed Urimat dry urinals in all
of its restaurants. With its special siphon and large-scale oat, this
system neutralizes all odors and helps to save signicant amounts
of water.
RESULTS The Urimat dry urinals help McDonalds Switzerland save
about 45 million liters of water each year. This corresponds to about
10 percent of the total fresh water requirement and a corresponding
cost savings.
FIRST LEED-CERTIFIED McDONALDS RESTAURANT
IN PUERTO RICO
Jose Merino
Divisional Development Director
Arcos Dorados Caribbean Division
OPPORTUNITY In January 2013, Arcos Dorados, the companys
developmental licensee in Latin America and the Caribbean,
inaugurated its fth LEED-certied McDonalds restaurant overall
and the rst in Puerto Rico at Plaza Guaynabo. In December of 2013,
the restaurant obtained LEED certication from the Green Building
Council Institute (GBCI), becoming the rst, new quick-service
restaurant (QSR) in Puerto Rico with LEED certication.
SOLUTION The goal of the Plaza Guaynabo restaurant project was
to provide a more energy-efcient system through the application
of sustainable practices. Highlights include the installation of
LED lighting, a recycled steel structure, rainwater harvesting and
contemporary dcor with natural lighting and comfortable dining
areas. The design promotes proper use of renewable, recyclable
and local materials.
Additional features include:
Parking for low-emission cars
Permeable cobblestone with grass
Bamboo canopy canvas
Coir panel
Reused bottles
Recycled rubber foor
Interior bamboo lining
RESULTS Top achievements at the restaurant include decreased
energy consumption by approximately 8 to 10 percent and a
20-percent decline in potable water consumption compared to
restaurants of similar size over a one-year period.
TOP IDEAS UNDER ONE ROOF
Stephen Douglas
Director, Pilots & Implementation Europe
Restaurant Development & Design Studio
McDonalds Europe
OPPORTUNITY Restaurant buildings offer potential for environmental
improvements. It is McDonalds Europes goal to achieve this and
leverage the ensuing benets.
Solution McDonalds Europe has developed and published Green
Building Guidelines for remodels and new restaurants. The guidelines
feature a range of measures to increase a buildings efciency while
reducing costs. All recommendations reect the philosophy that
efciency must always be driven through the implementation of
practical, lower-cost measures before considering the adoption of
expensive, innovative technologies. At their core, the Green Building
Guidelines comprise the standards of: Silver (minimum), Gold
(recommended) and Platinum (aspirational) for remodels and Gold
and Platinum for new buildings.
Results The guidelines for remodels were introduced in 2009, while
the guidelines for new store openings were released in 2010, and
are being applied across European markets. Although the guidelines
represent internal standards, the principles applied in the documents
for new restaurant construction reect those contained in a range
of separately recognized sustainable development certication
programs operating in Europe (e.g., BREEAM in the U.K., HQE in
France and DGNB in Germany).
What we see across Europe is a strong move to
improve the environmental performance of our
restaurants, and our remodeling efforts and new
store openings afford us a fantastic opportunity
to do so.
- STEPHEN DOUGLAS
DIRECTOR, PILOTS & IMPLEMENTATION, EUROPE RESTAURANT
DEVELOPMENT & DESIGN STUDIO
MCDONALD S EUROPE
PLANET CHAMPIONS IN THE U.K.
Helen McFarlane
Environment Consultant
McDonalds U.K.
OPPORTUNITY With Planet Champions, a voluntary program, McDonalds
U.K. leverages the environmental enthusiasm of its restaurant crew.
SOLUTION McDonalds U.K. asks staff members to be the environmental
voice in the restaurant, to help business managers with existing
environment initiatives and to generate new ideas. The volunteers
receive a day of training on broad environmental issues, the companys
activities and how they can contribute. They have a year-long calendar
of activities focusing on the key issues of litter, recycling and energy.
A regular newsletter keeps them up-to-date, informs them about
competitions and gives them a forum to share ideas.
RESULTS So far, about 1,100 McDonalds restaurant staff in the U.K.
have volunteered to be Planet Champions in 674 restaurants. The
network achieved an increase in cardboard recycling and incremental
energy savings. It also helped to increase awareness of environmental
initiatives among non-champion crew in pilot restaurants. The Planet
Champions program won the Green Apple award for employee
engagement and was shortlisted for the PEER Awards. In 2011, the
program was extended to Ireland, Norway and Sweden.
GREEN STAR RESTAURANT KILSYTH
Brad McMullen
OPPORTUNITY One of the McDonalds Australia Environmental
Departments key objectives in 2011 was to obtain certication with
the Green Building Council of Australia (GBCA) and design and build a
scalable, Green-Star-rated McDonalds restaurant.
SOLUTION McDonalds Australia partnered with the GBCA with
the aim of becoming an industry leader as the rst quick-service
restaurant (QSR) in Australia to develop and build an accredited,
4-star Green Building. This project has enabled McDonalds Australia
to consolidate and incorporate a number of worthwhile sustainability
initiatives into building standards.
RESULTS McDonalds Australias rst green restaurant is in the
Victorian suburb of Kilsyth near Melbourne. The design and
construction of the restaurant was a rst for the QSR industry in
Australia. The restaurant features innovative heating, ventilation
and air conditioning (HVAC) design, rainwater harvesting, recycled
building materials and solar panels. Several of these designs have
now become standard for new restaurants, including high-efciency
HVAC design, rainwater harvesting and LED lighting.
TOGETHER TOWARDS A SUSTAINABLE FUTURE
Stephen Douglas
Europe Restaurant Development & Design Studio
McDonalds Europe
OPPORTUNITY To further improve the environmental footprint of
restaurant remodels and new restaurants, McDonalds Europe
encourages its key suppliers of furniture, ttings and materials to
gain the external ISO 14001 accreditation.
SOLUTION ISO 14001 is an international standard that species a
process for controlling and improving a companys environmental
performance. This standard introduces a set of requirements
that will enable suppliers to implement an effective environmental
management system within their organizations, helping them
to protect the environment, prevent pollution and reduce their
carbon footprint.
RESULTS Of the top 39 European suppliers to restaurant
remodeling and new store opening programs, 75% have already
achieved accreditation.
RAINWATER HARVESTING
AT FREE-STANDING DRIVE-THRU
Vinay Halambi
General Manager, Construction
OPPORTUNITY Water scarcity is a major problem in many cities
and states across India. There is increasing demand for water
resources for development purposes, which compete with the
need to maintain healthy ecosystems. As a result, the allocation
of water resources presents a challenge.
Ecosystem services suffer when rain and groundwater become
scarce due to changes from wet to dry seasons or during
seasonal droughts. As the leading quick-service restaurant
(QSR) brand in India, McDonalds India continuously looks at
methods to reduce its environmental footprint and implement
improved business practices.
SOLUTION McDonalds India directs the ow of rainwater into the
stormwater drain at restaurant sites, where the water converges
and drains into a sedimentation or settling tank with a bar screen.
Collected water from the settling tank is routed to recharge pits
lled with alternating layers of gravel, sand and rocks of various
sizes that act as a natural lter before the water drains into the
water table.
RESULTS It is estimated that McDonalds India recharges
approximately 106,400 liters of water per year, based on a recharge
efciency of 50 percent of the rainwater landing on a roof area
measuring approximately 190 square meters (2,000 square feet).
ALL IN ONE
Sophie Boucher
Environment Manager
McDonalds France
OPPORTUNITY The McDonalds restaurant in Plaisance-du-Touch is
the embodiment of McDonalds Frances vision for the environment
and an indicator of its approach toward eco-efcient restaurant
building.
SOLUTION In 2008, McDonalds France built a restaurant that is
eco-designed in every aspect, from landscaping to interior design.
In Plaisance-du-Touch, all eco-technologies tested and approved
by McDonalds France can be found in a single restaurant. The
restaurant is equipped with geothermal technology, photovoltaic
panels, energy-efcient lightning and dry urinals, to name just a
few of the many energy-efcient devices installed. The colors,
materials and illustrations chosen for interior decoration carry
the environmental theme to encourage customers to adopt
environmentally friendly practices. During the building process,
care was taken to reduce waste and emissions and eco-friendly
construction materials were used, including certied wood and
glazing with reinforced heat insulation.
RESULTS In 2011, the restaurant obtained the French High
Environmental Quality (HQE) operation label. It is the rst restaurant
in France to receive this external certication that focuses on
the environmental quality of the building as much as on the
environmental quality of operational practices. During the ve-year
period after the certicate is granted, the restaurant has to continue
to improve and raise its initial quality level. Plaisance-du-Touch is
the start of McDonalds Frances initiative to raise the number of its
HQE-certied restaurants.
NEW POLICIES YIELD SIGNIFICANT WATER SAVINGS
Brad McMullen
OPPORTUNITY While McDonalds Australia has implemented a
number of green building initiatives, one area of current focus is
water retention and landscaping policies at the restaurants. These
actions address the companys environmental concerns and impacts
related to the drought that has affected most of the country.
SOLUTION The revised design guidelines educate contractors and
eld personnel on issues such as water conservation, the use of
native and drought-resistant plantings and advanced stormwater
retention methods. The guidelines also seek to reduce irrigation and
maintenance costs and build awareness of McDonalds Australias
commitment to addressing the drought conditions and broader
environmental impacts throughout the country. Rainwater tanks are
now a standard in all new restaurants and are used for toilet ushing
and irrigation. McDonalds Australia has also branded the tanks
with its environmental logo to help communicate its commitment to
sustainability.
RESULTS Some water conservation technologies in use at McDonalds
Australia restaurants include low-ow spray nozzles, dual-ush
toilets and extensive native landscaping and water conservation
improvements through smart irrigation practices. These landscaping
guidelines were recently updated to include:
A stronger environmental focus refecting current
community attitude
More detailed site planning and water-sensitive urban design
More options for restaurant refurbishment
ITS COOL TO BE GREEN
Pascal Bataille
Equipment Director
McDonalds Europe
OPPORTUNITY As early as 1987, McDonalds phased out
chlorouorocarbon greenhouse gases in its packaging. Today,
McDonalds Europes promotion of hydro-uorocarbon-free (HFC-
free) refrigeration technology and its commitment to an HFC-free
future makes it once again an innovative leader in the industry.
SOLUTION Over the last decade, McDonalds Europe has taken
various steps to advance the development of HFC-free equipment.
With the decision to open two HFC-free restaurants in Denmark,
a demand for alternative refrigeration technology was created,
and McDonalds Europe challenged suppliers to nd acceptable
solutions and provided a test site. With Greenpeace, the United
Nations Environment Program and other major companies, such as
Coca-Cola and Unilever, McDonalds Europe further promoted the
research, development and implementation of HFC-free appliances
with Refrigerants, Naturally!. In 2005, this joint initiative received the
U.S. Environmental Protection Agencys Climate Protection Award,
and in 2011 it received the Roy Family Award for Environmental
Partnership from the John F. Kennedy School of Government at
Harvard University.
RESULTS It is McDonalds Europes goal to introduce HFC-free
options for new or replacement equipment when economically
feasible and where allowed by regulation. To date, McDonalds
Europe has already implemented more than 9,000 HFC-free
equipment items, including meat freezers, frozen fry dispensers and
display refrigerators, and continues to work with its suppliers to
push for viable alternatives for all of its refrigerant equipment.
UP TO INTERNATIONAL STANDARDS
Tomasz Kurpiewski
Environment & Internal Audit Manager
McDonalds Poland
OPPORTUNITY McDonalds Poland wanted to take a leadership
position on environmental issues and sought to certify the
environmental efforts of its company-operated restaurants to a
high international standard.
SOLUTION In 2004, McDonalds Poland validated its company-
operated restaurants to the internationally recognized standard ISO
14001. The certication has been successfully renewed since 2004.
In addition, external audits in accordance with ISO 14001 are carried
out every year. The certicate conrms that McDonalds Polands
company-operated restaurants comply with high standards of
environmental management and legal requirements.
RESULTS The ISO certication greatly contributed to the
strengthening of McDonalds Polands leadership position in
this critical area. Certication also led to a signicant increase
in trust among key stakeholders, as McDonalds Poland is the
only restaurant chain in Poland to have received ISO 14001
certication for its entire system. The Polish National Board of
Ecology recognized the companys outstanding initiatives with the
prestigious Environment Friendly Company Award for 2010 and
again for 2011.
RECHARGE YOUR BATTERIES
Henrik Nerell
Environment Manager
McDonalds Sweden
OPPORTUNITY To support sustainable travel to McDonalds restaurants
and show leadership in the area of innovation and sustainable
development, McDonalds Sweden developed McCharge.
SOLUTION In 2009, McDonalds Sweden installed its rst charger
for electric cars at one of its restaurants. As of May 2014, there are
chargers installed at eight restaurants in Sweden. The chargers
provide statistics regarding the number of times they have been used
and the amount of electricity provided to charge vehicles.
In 2012, Fortum, a Swedish power company, and Nissan, a Japanese
car manufacturer, started a new charging project. These two
companies planned to connect the Nordic capitals Helsinki,
Stockholm, Oslo and Copenhagen with Green Corridors where
fast chargers for electric cars would be available every 100 to 150
kilometers. McDonalds Sweden became one of the partners, and
through this project it installed 10 fast chargers at its restaurants,
with two more planned for installation during 2014.
RESULTS Charging electric vehicles has been very well received by
key stakeholders. The initiative received positive media attention
and the project, along with the many years of commitment to
environmental progress, earned McDonalds a silver award in the
category of Best Environmental Work at the Arla Foods Gala, the
industry equivalent to the Academy Awards.
McDonalds Swedens progress toward providing charging stations
has evolved quite a bit since it started putting charging poles at its
restaurants in 2009. At this point, McDonalds Sweden is in the nal
stages of completing the Green Corridor project with Fortum and
Nissan. The quick charger fully charges a car in only 25 minutes,
after which cars can drive an additional 100 to 150 kilometers. The
project includes 20 quick chargers in Sweden, and of those, 12 will be
placed at McDonalds restaurants (with 10 currently in place).
Due to lack of infrastructure, the number of electric cars in Sweden
is low overall. However, McDonalds Sweden has received positive
feedback for taking these rst steps and is well positioned to be the
place to go to charge an electric vehicle.
SUPERLIZZY IN THE LOBBY
Carla DAndrea
Environment Manager
McDonalds Italy
OPPORTUNITY Looking for ways to improve waste separation,
McDonalds Italy has found Superlizzy, a waste separation unit that
helps to reduce waste volume and time spent on waste disposal.
SOLUTION Superlizzy is a simple-to-install and easy-to-handle unit
with an automatic liquid separation and waste compacting function.
It replaces conventional waste bins in the lobby, which allows for
only one instead of multiple collection points. As a result, less space
is consumed and fewer waste bags are needed with Superlizzy. In
addition, tray-emptying time is reduced by one-third, no more liquid
collects in the waste bag and less employee time must be spent
cleaning the equipment.
RESULTS Units have been installed and are working successfully
in about 40 percent of the McDonalds Italy restaurants. They are
attractive additions to the restaurants and the number of customers
emptying their trays has increased. Local authorities and waste
collectors have also provided positive feedback.
50 Greening Our Workplace
GreeninG
Our WOrk
PLACES
In addition to the work we do in McDonalds
restaurants and along the supply chain, engaging
our employees about the environment and making
our ofces more efcient and environmentally
friendly makes us a stronger company and a stronger
brand. At our home ofces in the United States,
the Workplace Green Team hosts initiatives and
events to encourage corporate employees to be
sustainable at work, at home and in their communities.
These and other workplace initiatives aim to foster
a culture of environmental awareness and support
the companys corporate social responsibility and
sustainability goals.
CMOR 2013:
MCDONALDS MOST SUSTAINABLE CONVENTION EVER
Julie Larson
Project Manager, Meetings & Events
McDonalds USA
Joshua Rice
Senior Meeting Planner, Meetings & Events
McDonalds USA
OPPORTUNITY McDonalds USA worked to make the 2013 Combined
Manager Operator Rally (CMOR) for the U.S. Central, East and West
Divisions the most sustainable McDonalds conference to date.
SOLUTION The team looked at all aspects of the three-week
convention and created a plan that encompassed:
Robust communication to elevate attendee engagement on
sustainability
Philanthropic events for the conference planning team that
included time at a local food bank, hygiene programs for
children and serving dinner at the local Ronald McDonalds
House Charities (RMHC) House
Waste reduction through recycling, composting and
post-show donation of exhibit materials and signage
RESULTS Thanks to strong supplier partnerships, McDonalds USA
executed the most sustainable McDonalds conference to date.
92 percent landfll diversion rate from the Sands Expo Hall
(a best for McDonalds and Sands Expo)
Industry-frst application of a mobile app game, the CMOR
Challenge, which benefted RMHC
5 tons of donated exhibit materials
75 volunteer hours at a local food bank and RMHC House
Greening Our Workplace 51
SUPPLY CHAIN PRODUCT CHANGE APPROVAL FORM
JEFFREY FITZPATRICK-STILWELL
McDonalds Canada
OPPORTUNITY Many items, including packaging or other support
items for the restaurants, are changed over time for various
reasons. McDonalds Canada uses a change form that requires
several sign-offs before a change can be approved. Business
managers from several departments must sign off; however, it was
recognized that another sign-off should be added sustainability.
SOLUTION By adding a sign-off requirement for the manager of
sustainability, it provided that manager with the ability to review all
proposed changes and offer input and advice on modications that
have an environmental impact.
RESULTS The manager of sustainability for McDonalds Canada
is now fully aware of all changes under consideration and has an
understanding of why the change is being proposed. This enables a
better awareness of the changes taking place and the reason why,
but also allows for the possibility of providing important feedback.
LIGHTENING UP OUR LANDFILL WASTE
Cindy FitzGerald
Manager, Workplace Solutions
OPPORTUNITY In two out of three of McDonalds Corporations Home
Ofce workplaces in Oak Brook, Illinois, the Workplace Solutions
Team has been successful in driving an upward trend in landll
diversion rates through a combination of education, waste audits
and ongoing process improvements. In the Campus Ofce Building
(COB), compostables, as dened by local regulations, represented
47 percent of the landll waste stream, and the number of building
occupants was rising steadily. To better manage landll waste, the
team implemented a value-based composting program that was easy
for occupants and service providers to support.
SOLUTION In early 2012, the Workplace Solutions Team partnered
with Environmental Waste Solutions (EWS), Republic Systems,
Jones Lang LaSalle (JLL) and Building Services of America (BSA)
to implement an onsite composting program for food, other organics,
and paper and cardboard serve ware. After assessing volumes,
physical building design and operational processes, the team
decided to move forward with the installation of an on-site sealed
compactor at COB. Built specically for the needs at COB, the
23-yard compacter was installed in June 2012, and composting
bins labeled with visual cues were deployed in various locations
throughout the building.
RESULTS During the rst six months of the program, approximately
30 tons of waste was composted; we exceeded 65 tons in 2013.
Composting has also been expanded to the McDonalds USA
headquarters building, Hamburger University and in the dining area
of the COB Arch restaurant. This effort has contributed to a home
ofce landll diversion rate of approximately 80 percent in 2013.
MAINSTREAMING A SUSTAINABLE WORKPLACE
Cindy FitzGerald
Manager, Workplace Solutions and Green Team Steering Committee Chair
OPPORTUNITY The Home Ofce Workplace Green Team aims to
1) drive an upward trend in workplace sustainability by inspiring
U.S.-based ofce employees to be sustainable at work, at home and in
their communities; and 2) help foster a culture where responsible actions
are the norm, instilling a sense of pride and encouraging innovative
ideas and actions in support of McDonalds global sustainability goals.
SOLUTION In 2013, the companys Green Team strengthened its alignment
with the Global Corporate Social Responsibility and Communications
teams and expanded eld ofce representation and participation. The
initiative provided ongoing support of a volunteer-based Workplace Green
Team and the achievement of team goals that support brand McDonalds.
RESULTS Highlights from 2013 include:
Get Caught Being Green in 2013 Green Team Ambassadors
program: Throughout the year, team members donned Green
Team aprons and provided hands-on training for composting and
recycling. The team recognized and rewarded employees who
demonstrated sustainable behaviors, such as using reusable cups
and compost and recycling bins.
Quarterly Green Games and Activities:
Designed to build sustainability awareness and knowledge, these
events attracted over 1,000 participants from across the United
States. Quarterly Green Games included:
o Compost, Recycle or Landll? Over 360 people demonstrated
their knowledge of how to dispose of their waste when at the ofce.
o Sustainability Speak Close to 300 people participated in this
multiple-choice game to test their understanding of green
terminology.
o iACT Blitz Over 400 people have voluntarily entered their data in
a commuter reporting tool (iACT) used to measure carbon footprint
and resource savings achieved via alternative commute practices.
o Connecting with Nature Photo Contest New in 2013, some 25
amateur employee photographers submitted photos showing how
they connect with nature. The best of the McDonalds photos
were submitted in Conservation Internationals photo contest.
Bike to Work Week Alternative commute practices can be a
challenge for suburban workplaces. But more than 20 employees
participated in the Bike to Work Week, creating a supportive
community that shares information on routes and tips to tackle
the suburban bike commute.
Good Neighbor Family Film Fest This annual event provides
information and fun for employees and their families. Over 140
people of all ages enjoyed viewing the environmentally themed
movie, Over the Hedge, networking with their colleagues and
creating bird feeders. Employee feedback has been very positive,
and participation continues to increase.
GREENING THE COMPANY CAR FLEET
Sue Miller
Director, Fleet Program and Services
OPPORTUNITY McDonalds wanted to design a cost-effective
company car program that encourages drivers to select a green
vehicle over traditional vehicle choices for their business-related
driving needs. This needed to be done without compromising
program cost, the drivers perception of choice or overall satisfaction
with the eet program.
SOLUTION After an extensive assessment, vehicles were placed into
three specic categories: green, premium or ultra. These categories
align with a driver personal-use charge that offsets the operating
expense of each vehicle type. With this approach, the company
is able to provide a generous selection in terms of vehicle choice,
while balancing overall program costs. The green category contains
high miles-per-gallon vehicles, has the lowest personal-use
cost of all three categories and contains well-equipped vehicles
including hybrid hatchback and sedan options at no upgrade
cost to the driver.
RESULTS From January 1, 2008, through January 1, 2014,
McDonalds achieved:
A 48-percent increase in the number of green vehicles
ordered. Green vehicles represented 46 percent of all
vehicles ordered during this timeframe; and
A 13-percent decrease in greenhouse gas (GHG) imperial
emissions per unit.
52 Greening Our Workplace
McDonalds Global Best of Green is available on the web. It highlights the leading environmental innovations
tested and successfully applied in McDonalds markets around the world.
While youre there, check out McDonalds Global Best of Sustainable Supply, a collection of leading
best practices from across the McDonalds supply chain.
To learn more about Sustainability and McDonalds, check out: aboutmcdonalds.com/mcd/sustainability.html
www.aboutmcdonalds.com

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BUILDING A BETTER BUSINESS THROUGH

EFFECTIVE ENVIRONMENTAL PRACTICES

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