You are here: Home / Case Studies / Communications / Planet Champions

Planet Champions

Helen McFarlane Environment Consultant McDonald's UK helen.mcfarlane@uk.mcd.com

Objective
With 'Planet Champions', a voluntary programme, McDonald's UK is leveraging the environmental enthusiasm of it's restaurant crew.

'Planet Champions' make restaurants more efficient.

Solution
McDonald's UK is asking for members of staff to be the 'environmental voice' in the restaurant, to help business managers with existing environment initiatives and generate new ideas. The volunteers receive a day of training on broad environmental issues, on the company's activities and how they can contribute. They have a year-long calendar of activities focussing on the key issues litter, recycling and energy. Regular emails with links to the 'Green Room' - the Planet Champs' section of 'Our Lounge' - keeps them up to date, informs them about competitions and gives them a forum to share their ideas.

Result
So far over 300 members of staff have volunteered to be Planet Champions. The pilot programme, run over the summer 2010 in 27 restaurants, yielded an increase of 20% of cardboard recycling and achieved incremental energy savings that - if done estate wide - would equate to 280,000 per year. The network of 'green enthusiasts' also helped to increase awareness of environmental initiatives among non-champion crew in pilot restaurants. 90% of trial champions surveyed said they felt more motivated as a result. Managers and franchisees told that "it's making us more efficient", "it doesn't take any more time" and "it hasn't had any negative impact on operations". In 2011, the programme is to be continued in the UK and extended to Ireland and Norway.

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You are here: Home / Case Studies / Communications / Environment in Our Lounge

Environment in Our Lounge

Katie Saunders Head of Environment McDonald's UK katie.saunders@uk.mcd.com

Objective
The employees of McDonald's UK have a very cool, well designed and fun place to meet: Our Lounge. On the staff web site employees get all the information they are looking for, including best environmental practices.

Solution
To spread best environmental practices McDonald's UK dedicated a section of its Our Lounge employee's website to the Environment. Here, the employees can play an Environment game, they can stop at the Green Shop to purchase green items (such as energy saving light bulbs) at reduced prices, and they can visit an interactive restaurant or private home to see environmental best practice. Of course they also learn all about McDonald's environmental activities to fill possible knowledge gaps.

"We believe that employee engagement is our 'silver bullet' on the environment; if we can excite our employees about the difference they can make, they will export good practices to their friends, family and even future employers. We see the interactive house and restaurant on Our Lounge as a simple but effective way of giving them tips to help us all to reduce our impact at work and at home." Katie Saunders Head of Environment McDonald's UK

Result
The Environment section on Our Lounge is a fun way to learn about best environmental practices that can be applied in the restaurant as well as at home. It's an innovative addition to the Environment training that is a regular part of the company's apprenticeship modules. Since the concept proved to be so successful, it is now being introduced to all Northern Division markets.

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You are here: Home / Case Studies / Communications / Lights off for Earth Hour

Lights off for Earth Hour

Benedicte Solhjell HR & Environment Manager McDonald's Norway benedicte.solhjell@no.mcd.com Katie Saunders Head of Environment McDonald's UK katie.Saunders@uk.mcd.com For further information - visit WWF Earth Hour

Objective
The WWF's global Earth Hour is an opportunity to show McDonald's is concerned about the environment.

In Norway, a McDonald's restaurant received the WWF prize for the best Earth Hour initiative.

Solution
Once a year on a certain day, WWF invites the public, communities and companies worldwide to raise awareness on climate change by taking off the lights for one hour. A growing number of McDonald's markets in Europe encourage their restaurants to take part and turn off their signage, sky signs, roof lightning and various inside lightings for an hour. In the UK initiatives include the big advertising sign at Piccadilly Circus in London to be switched off and in Norway there is an internal competition and prizes to be won for the best initiative. The range of activities in Norway include members of staff playing livemusic and offering guests free coffee and cakes together with information about Earth Hour. In 2010, one McDonald's restaurant in Norway even received the WWF price for the best Earth Hour initiative.

Result
McDonald's was able to help support an important environmental initiative and demonstrate it is concerned about the environment.

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You are here: Home / Case Studies / Communications / Environment training

Environment training

Natalia Mota Environment Manager McDonald's Spain natalia.mota@es.mcd.com

Objective
More than anything else, the McDonald's employees contribute to the company's success. They are a key factor also when it comes to applying best environmental practices.

Environment training for all employees ensures that environmental policies and practices are adhered to.

Solution
In Spain, all McDonald's employees receive a basic Environment training when they start working at a restaurant. In addition there is an advanced Environment Training for Environment Coordinators, a position to be found in all restaurants. The Environment Coordinators take care of all the environmental issues; they compile all environment records and give environmental training to new staff members.

Result
The Environment Training ensures that all members of restaurant staff know about McDonald's environmental policy and are aware of the best practices to be applied. For its outstanding initiatives in all areas of business, McDonald's Spain received the 2010 'Sustainability Award' at a prestigious Spanish Environment Awards competition.

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You are here: Home / Case Studies / Communications / McDonald's goes to school

McDonald's goes to school

Birgit Hoefler-Schwarz Environmental Specialist birgit.hoefler@de.mcd.com

Objective
McDonald's Germany helps pupils learn about the environment. Providing teaching material shows good corporate citizenship and is an opportunity to start a dialogue with schools and authorities.

Over 25,000 files were either sent out to schools or downloaded from the Web.

Solution
McDonald's Germany offers secondary schools a set of interdisciplinary learning materials focusing on environmental issues and giving McDonald's best practice examples. 'Um Welten besser', a package containing print materials and a DVD, reaches out to pupils aged 11 to 15 years.

Result
Since 2003, three editions of 'Um Welten besser' were issued and more than 25,000 files either sent out to schools or downloaded from the Web. Feedback was very positive, many valuable contacts were made, and sustainable relationships built.

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You are here: Home / Case Studies / Communications / Up to international standard

Up to international standard

Tomasz Kurpiewski Environment & Internal Audit Manager McDonald's Poland tomasz.kurpiewski@pl.mcd.com

Objective
McDonald's 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.

McDonald's is the only restaurant chain in Poland to have received the ISO 14001 certificate for the whole system.

Solution
In 2004, McDonald's Poland validated all company operated restaurants to the internationally recognised standard ISO 14001. The certification was successfully renewed twice since 2004 and in addition external audits in accordance with ISO 14001 are carried out every year. The certificate confirms that McDonald's Poland company operated restaurants are complying with the highest standards of environmental management and legal requirements.

Result
The certification greatly contributed to the strengthening of McDonald's leadership position in this critical area, and led to a significant increase of trust among key stakeholders, as it is the only restaurant chain in Poland to have received the ISO 14001 certificate for the whole system. The Polish National Board of Ecology recognized the company's outstanding initiatives with the prestigious 'Environment Friendly Company 2010' award.

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You are here: Home / Case Studies / Communications / Help from young scientists

Help from young scientists

Delphine Smagghe Environment and Sustainable Development Director delphine.smagghe@fr.mcd.com

Objective
McDonald's France wants to encourage students and pupils to do research and help to design innovative solutions that further reduce the environmental impact of the company's activities.

A sponsored project with colleges and schools produced innovative answers to some of McDonald's environmental issues.

Solution
McDonald's France has started dialogue with universities and schools. Pupils and students are asked to develop innovative environmental solutions that can be applied in the restaurants and contribute to the reduction of McDonald's France environmental impacts. The most promising project is awarded a 10.000 Euro grant. In 2008, sixteen projects were submitted and three finalists selected. In close collaboration with McDonald's the projects were then undertaken and the findings presented. The University of Technology Troyes's waste management project for instance showed that in terms of environmental impact and costs methanation is one way forward.

Result
All projects gave clear answers and showed results and the call for projects will be renewed each year.

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You are here: Home / Case Studies / Communications / From target to role model

From target to role model

Heinz Hnni Environment Manager McDonald's Switzerland heinz.haenni@ch.mcd.com For further information - visit McDonald's Switzerland

Objective
McDonald's Switzerland discovered early the many benefits of sharing knowledge with its stakeholders. The sophisticated reporting system it designed ensures continuous improvement and flow of information.

Solution
In 2008, McDonald's Switzerland published its first combined Environment and CSR report. Previously the company kept its external and internal stakeholders informed by publishing an environmental report every two years. The Swiss reports are developed using a large database and are validated by independent external auditors. The backbone of their report is data collected by 'McGreen', the ISO 14001 based environmental management system. It provides key figures and measurable targets. McDonald's Switzerland monitors environmental governance through multiple institutions, such as the Environment Action Team - responsible for setting the environmental policy, defining the strategy and reviewing targets - and the McGreen Team responsible for implementation, training and auditing.

Result
The benefits of the reporting system are many. For instance: Notable cost savings in energy and waste management were achieved and the system ensures continuous improvements as well as helps to ensure compliance with environmental laws. Reporting led to well informed influential stakeholders and paid specific attention to critical stakeholder issues. Moreover, it helped McDonald's Switzerland to improve its image and cease being the target of negative media coverage. It also proved to be an excellent internal management tool by supporting communications with restaurant managers, franchisees and suppliers.

"Back in the 1980's and 90's, McDonald's Switzerland was a preferred target for negative media coverage relating to the environment. Our response was to shift from a reactive to a proactive sustainability strategy, to confront the issues and finally, to publish this continuously in environmental reports. The key was to set up a strong database to communicate on real figures, set measurable targets and become accountable. This helped us engage with relevant national stakeholders. And it helped franchisees and restaurant managers dialogue with their local stakeholders." Rolf Huwyler Environment & CSR Manager McDonald's Europe

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You are here: Home / Case Studies / Communications / Welcome information

Welcome information

Delphine Smagghe Environment and Sustainable Development Director delphine.smagghe@fr.mcd.com

Objective
McDonald's France's answer to questions stakeholders may ask is the EcoJournal. Its objective is to raise awareness among employees and provide information to the public on environmental initiatives.

McDonald's France's 'EcoJournal' raises awareness among employees and provides information to the public on environmental initiatives.

Solution
Launched in 2006, the EcoJournal is an attractive newspaper format annual report covering environmental issues about the restaurants and the many activities of McDonald's France. Independent auditors verify the data. There is also a short and educational version of the EcoJournal for customers and employees. The leaflet titled "Discover the real nature of McDonald's" is available in the restaurants in regular intervals.

Result
The EcoJournal and the leaflet were enthusiastically received by employees as well as by external stakeholders. The general opinion expressed was: "We didn't know how active and committed the company is." The report proved to be successful in spreading good environmental practices and opening doors with NGOs and authorities.

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You are here: Home / Case Studies / Communications / Recycle monster comes to life

Recycle monster comes to life

Petra Dahlman CSR & Sustainability Manager Sweden, McDonald's Sweden petra.dahlman@se.mcd.com

Objective
To awaken or further children's interest in environmental issues.

Solution
McDonald's Sweden's "Recycle Monster competition" within the Happy Meal programme promised to make a dream come true. To win a visit to the DreamWorks Studio in Los Angeles, children had to draw or sketch a 'Recycle Monster' doing good work for the environment.

Environmental competition for children raised awareness of issues and generated good media coverage.

Result
The children responded in great numbers and the media covered the story of the 7 year old winner, whose Recycle Monster came to life in the L.A. studio.

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You are here: Home / Case Studies / Communications / Click on environment

Click on environment

Sophie Boucher Environment Coordinator McDonald's France sophie.boucher@fr.mcd.com For further information - visit McDonald's France

Objective
McDonald's France looked for a way to easily and extensively feature the company's environmental policy and activities online in order to highlight the environment as one of their key priorities.

An online presence on the country website shows that environmental issues are high on the agenda.

Solution
In 2008, McDonald's France relaunched the company's website . Now, the environment section is directly accessible from the main menu. The section's extensive content is user-friendly and divided into clearly arranged categories. Some parts are new, such as the blog with news from Environment and Sustainable Development Director Delphine Smagghe or the animated "map of initiatives" giving an overview of the company's environmental activities. Users visiting other sections such as "Find a restaurant" or "Our products" are invited to access environmental information via a dedicated logo.

Result
A survey will be carried out to give information on the quality and number of hits the website is receiving.

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You are here: Home / Case Studies / Communications / Greening the island

Greening the island

Ray Bonnici Director of Human Resources McDonald's Malta rbonnici@mcdonalds-malta.com For further information - visit Nature Trust Malta

Objective
To show McDonald's feels part of the community and cares about the local environment.

Local initiatives such as tree planting programmes can create local goodwill while helping the environment.

Solution
In cooperation with the Nature Trust Malta, 30 McDonald's employees went out to plant over 200 trees and shrubs at the afforestation project at Wied Ghollieqa, San Gwann.

Result
The tree planting is just one of a various local environmental events McDonald's Malta takes an active part in. Such events include the "clean up the world day" and the local sea clean up initiative.

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