Ksenia LatushkoJulia Josua

Thomas GlanzElina Makela

Mari ParviainenDimitri Thiel

Sawanya Tongboonrowd

Responsible business- Fastfoods

Table of contentIntroductionOriginProductionConsumptionRecyclingCriticism

Introduction

GoalGOAL: Find related green alternatives to fast foods’ activities

Cleaning

Cooking

Selling

Buying

Package

Product

Production

Consumption

Recycling

Origin

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

PopularUnhealthyBad influence to

environmentToo much waste

Mc DonaldsBurger kingSubwayKFCHesburger

Evolution of McDonald’s

McDonald’sFounded 15 Mai 1940 by Richard and Maurice

McDonald’s San Bernadino, California33,000 Restaurants 119 countries68 million clients per dayEurope 7,100 Restaurants, 40 countries1,5 million employeesPackaging

1970: 46 grams of packaging2012: 25 grams of packaging

McDonald’s2 million pounds/year of packaging saved

by not having cola packagingTurnover 24 075 000 000 USD =

100,000,000 kg waste500 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 materialsOrigin of the meat

QSM-system (quality, service and cleanliness)

Quality and safety requirementsSuppliers

McDonald’s Agricultural Assurance Programme

Gaviña Gourmet CoffeeLopez Food (beef)Keystone food (chicken)100 Circle Farms (potatoes)

Logistics

Consumption

ConsumptionLeader in the fastfood market proposing

healthy foodOffering healthy food

ObesityDiabetesHeart disease

Production

Production – Selling, cooking, servingHACCP – The Hazard Analysis and Critical

Control Point SystemHygieneProducts are made according to the amount

of customersTo maximize the freshness of foodTo minimize the bio-waste

Recycling

ReduceMcDonalds tries to reduce the waste output

of their restaurants:Installing eco-friendly lights in restaurantsInstalling eco-friendly taps in restaurantsInstalling solar panels in certain restaurants

RecycleMcDonald’s recycles all their waste (82% of

packaging is made of recycled materials)Plastic => garbage bagsPaper/cardboard => napkins/placematsChemical wasteLeftovers => bio gasCooking oil => bio dieselOther

Keeping McDonald’s cleanLots of dustbinsSensitization of guests by using messages on

placemats

But..

PolemicEnvironment

Destruction of the rain forestAbusive cattle ranchingMillion tons of packaging, used for just a few

minutes before being discardedLitter 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 competitionGrowing demand of green consumption

Critics on economic systemCritics on traditional marketingDownstream 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 sectorCompensating the negative imageMeet the new consumers expectations

LoyaltyMore profit

Green profit

How?We thought of some ideasRe-usable packaging

Eco-designLong-term design packaging

SensitizationGreen marketing communication toolsEx: 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’sInfluence the consumers behaviour

Sorting the waste after eatingInternal branding

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Any questions?