Responsible business- Fastfoods
Ksenia Latushko
Julia Josua
Thomas Glanz
Elina Makela
Mari Parviainen
Dimitri Thiel
SawanyaTongboonrowd
Table of content
 Introduction
 Origin
 Production
 Consumption
 Recycling
 Criticism
Introduction
Goal
GOAL: Find related
green alternatives to
fast foods’ activities
Production
Cleaning
Cooking
Selling
Buying
Package
Origin
Product
Recycling
Consumption
Fastfood?
“Fast food is hot food, such as hamburgers and chips, that
you obtain from particular types of restaurant, and which
is served quickly after you order it” http://dictionnaire.reverso.net
Fastfood
Actual facts
Examples
 Popular
 Mc Donalds
 Unhealthy
 Burger king
 Bad influence to
 Subway
environment
 Too much waste
 KFC
 Hesburger
Evolution of McDonald’s
McDonald’s
 Founded 15 Mai 1940 by Richard and Maurice McDonald’s
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San Bernadino, California
33,000 Restaurants
119 countries
68 million clients per day
Europe 7,100 Restaurants, 40 countries
1,5 million employees
Packaging
 1970: 46 grams of packaging
 2012: 25 grams of packaging
McDonald’s
 2 million pounds/year of packaging saved by not having cola
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packaging
Turnover 24 075 000 000 USD = 100,000,000 kg waste
500 000 pounds of meat produced per day (1 factory)
2 million biscuits per day (1 factory)
1 cheeseburger = 3,1 kg of carbon dioxyde
McDonald’s statistics
Origin
Origin – Raw materials
 Origin of the meat
 QSM-system (quality, service and cleanliness)
 Quality and safety requirements
 Suppliers
 McDonald’s Agricultural Assurance Programme
 Gaviña Gourmet Coffee
 Lopez Food (beef)
 Keystone food (chicken)
 100 Circle Farms (potatoes)
 Logistics
Consumption
Consumption
 Leader in the fastfood market proposing healthy food
 Offering healthy food
 Obesity
 Diabetes
 Heart disease
Production
Production – Selling, cooking, serving
 HACCP – The Hazard Analysis and Critical Control Point
System
 Hygiene
 Products are made according to the amount of customers
 To maximize the freshness of food
 To minimize the bio-waste
Recycling
Reduce
 McDonalds tries to reduce the waste output of their
restaurants:
 Installing eco-friendly lights in restaurants
 Installing eco-friendly taps in restaurants
 Installing solar panels in certain restaurants
Recycle
 McDonald’s recycles all their waste (82% of packaging is made
of recycled materials)
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Plastic => garbage bags
Paper/cardboard => napkins/placemats
Chemical waste
Leftovers => bio gas
Cooking oil => bio diesel
Other
 Keeping McDonald’s clean
 Lots of dustbins
 Sensitization of guests by using messages on placemats
But..
Polemic
 Environment
 Destruction of the rain forest
 Abusive cattle ranching
 Million tons of packaging, used for just a few minutes before
being discarded
 Litter on the street
Criticism
McDonald’s green is not globally consistent enough and the
company should consider adopting a worldwide effective green
marketing strategy
 Face the competition
 Growing demand of green consumption
 Critics on economic system
 Critics on traditional marketing
 Downstream of the distribution
This will lead McDonald’s to a top position in the global
fastfood market
What are the advantages?
 Top position in the fastfood sector
 Niche sector
 Compensating the negative image
 Meet the new consumers expectations
 Loyalty
 More profit
 Green profit
How?
We thought of some ideas
 Re-usable packaging
 Eco-design
 Long-term design packaging
 Sensitization
 Green marketing communication tools
 Ex: direct mail, PR, store communication, promotion (euro
deals)
 Menu which donates XX amount to good cause when it is
bought.
How?
 Ecological labels
 The European Ecolabel is a voluntary scheme, established in
1992 to encourage businesses to market products and services
that are kinder to the environment.
 Change the actual corporate image
 Create new emotions towards McDonald’s
 Influence the consumers behaviour
 Sorting the waste after eating
 Internal branding
Any questions?
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