In August 2017, McDonald’s announced plans to double the presence of its outlets in China by 2022, with the goal of overtaking its main market rivals, led by Yum! KFC brands. This week, just over a year later, the company revealed that over 95% of those 1,800 new restaurants would be designed to meet LEED and ID + C certification standards issued by the US Green Building Council. , as shown in a recently published report by Le Papier.
This news further reinforces the fast food giant’s commitment to sustainable growth, as the brand also announced earlier this year its intention to obtain 100% of its packaging from renewable, recycled or certified sources. ‘by 2025.
McDonald’s decision to go above and beyond in responding to customer concerns about environmental issues will go a long way in building trust in the brand, demonstrating that the chain’s green initiatives will be implemented holistically and across the board. global operations.
Environmental concerns are now at the forefront of consumer concerns, with 75% of consumers worldwide believing that “living an ethical and sustainable lifestyle” is important or very important for their well-being (Global Consumer Survey 2016 Q3). The recently released UN Environment report on plastic pollution opened the eyes of many consumers to the devastating impact of single-use plastic waste production, triggering rapid and sweeping changes in the restaurant market.
Establish environmental standards
In July, McDonald’s and Starbucks reported that the two brands would partner with Closed Loop Partners to develop a cup that could be mass-produced from recyclable and / or compostable materials. This news signaled that when it comes to environmental protection and sustainability, even the industry’s fiercest rivals are ready and willing to join forces and resources for the common good, an initiative that will benefit the industry. industry as a whole, while strengthening the image and reputation of the two brands. among consumers.
Although McDonald’s was once a poster for environmental and health issues, coming under public pressure from consumers and environmental groups in the late 1980s, it was also the first major restaurant chain to enter into a partnership. with an environmental agency (EDF) to reduce packaging. and waste. Thanks to these efforts, McDonald’s eliminated more than 300 million pounds of packaging and reduced restaurant waste by 30% over the next decade.
Since then, McDonald’s has steadily established itself as a leader in environmental practices, setting standards for the entire restaurant industry. This, in turn, prompts its competitors to follow suit and see sustainability as an essential part of strategy and planning for the future.