Ksenia Latushko Julia Josua Thomas Glanz Elina Makela Mari Parviainen Dimitri Thiel Sawanya Tongboonrowd Responsible business- Fastfoods

Table of content Introduction Origin Production Consumption Recycling Criticism

Introduction

Goal GOAL: Find related green alternatives to fast foods’ activities Cleaning Cooking Selling Buying Package Product ProductionConsumptionRecyclingOrigin

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”

Fastfood Actual factsExamples Popular Unhealthy Bad influence to environment Too much waste Mc Donalds Burger king Subway KFC Hesburger

Evolution of McDonald’s

McDonald’s Founded 15 Mai 1940 by Richard and Maurice McDonald’s 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 packaging Turnover USD = 100,000,000 kg waste 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

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) 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

\ô/ Any questions?