building a better business global through effective environmental best of green practices around the world 2009 jim skinner ralph alvarez Vice chairman and chief executiVe Officer President and chief OPerating Officer McDonald’s has been thinking and acting green for over thirty years. McDonald’s is relentless about continuous improvement. This includes Not just because it’s the right thing to do, but because it’s the right finding ways to be more efficient in our business operations and thing to do for our business. Put simply, continuously improving our reducing our overall costs and operating expenses. At the same time, we environmental performance makes us a stronger brand and a more have environmental responsibilities. These Best of Green case studies sustainable company. show that these are not mutually exclusive efforts. Reducing energy and waste and improving supplier efficiencies is, quite simply, good Like any global organization, we utilize our share of resources, and we business. understand that this doesn’t come free. Being a good global citizen means helping to sustain the earth and the bounty it provides. For We recognize that the environment is a rising concern among McDonald’s, this is a multi-faceted effort that stretches from our consumers. We also know we have to make the right changes for our supply chain to our restaurants. business. Finding out what improvements work at restaurant and It requires the efforts of all three legs of our three-legged stool – our market levels helps us identify solutions that positively impact the franchisees, our suppliers and our employees – to seek and develop consumers we serve and our bottom line. tangible business solutions that minimize our environmental impacts The Global Best of Green epitomizes the core strengths of the and contribute positively to the growth of the company. The best McDonald’s System – continuous innovation, the sharing of best practices outlined in this book highlight the progress we are making practices to build a better company, and focusing on the issues that on multiple fronts. We’re working to reduce the energy use in our matter most to our business, our customers, and the communities in restaurants and striving to decrease the impacts of our packaging which we do business. with new designs and a greater use of recycled materials. It is not about touting our accomplishments. It’s about recognizing We’re working with our suppliers and respected NGOs, like local solutions that work and sharing those ideas with other markets Conservation International, to foster sustainable agriculture and to build upon and implement where they make sense. This is the fisheries around the world. We’ve even collaborated with Greenpeace McDonald’s way. to develop and maintain a moratorium on using Amazon Rainforest land for soybean production.There’s much more we’re doing and plan The Global Best of Green highlights the best of the best – successful to do. But the key takeaway here is that when you become a global local innovations that could be applied into other markets across brand, you enter into the global community, and we’re committed to our System. Take a look; take stock; and take the initiative to make using our size and scope to make a difference in the world. a difference. “improving our environmental performance “reducing energy and waste and improving is not only the right thing to do, it’s supplier efficiencies is, quite simply, the right thing to do for our business.” good business.” 1 • Introduction welcome to the best of green continuously improving our environmental performance has “double green” benefits. over 80 case studies mcdonald’s global environmental council highlighting environmental innovations with tangible At McDonald’s, we know that “success breeds success” nOrth america and through the sharing of innovative best practices such Steve DePalo business benefits as these, we hope you are able to leverage these activities Jeff Fitzpatrick and use them as a catalyst for similar improvements in Jill Scandridge table of contents your markets. Sherry MacLauchlan This “Best of Green” e-book highlights environmental eurOPe energy 3 best practice innovations in a wide spectrum of areas Sebastian Csaki with tangible impacts for our business and our brand: Else Krueck packaging 7 asia Pacific, middle east and anti-littering 11 energy africa (aPmea) Yue Weng Chooi recycling 14 packaging Eden Huang Hiroaki Okano logistics 20 anti-littering recycling latin america communications 23 Flavia Vigio logistics glObal greening the restaurants 29 communications Shane Bertsch greening the restaurants Dale Cissna greening the workplace 34 Heidi Glunz greening the workplace sustainable food 36 Frank Kohout sustainable food Brian Kramer supplier leadership 39 supplier leadership Selva Kumar Bob Langert better stronger Jennifer McCracken + business brand Jessica Droste Yagan if you have any comments or questions, please join the These environmental innovations, taking shape at discussion on the mcdonald’s multiple levels throughout the McDonald’s System, corporate social responsibility illustrate that positive change can originate from blog, open for discussion, at anywhere and that we all have a role to play in improving www.crmcdonalds.com our environmental performance. We will continue to update this “Best of Green” e-book as new practices become available, highlighting initiatives and innovations that offer us “double green” opportunities – efficiency improvement and cost reductions that also reduce our impact on the environment. Introduction • 2 energy major solutions to a major issue To maximize opportunities for operational efficiency and minimize environmental impacts in our restaurants, addressing the issue of energy is a key priority. This means adopting best practices, investing in energy saving equipment and exploring options for the utilization of renewable sources. identifying top energy opportunities Steve DePalo Energy Manager, McDonald’s USA Objective: Conserving energy is not just the right thing to do from an environmental perspective; it’s a significant opportunity to reduce direct operating costs in the restaurants. SOlutiOn: McDonald’s USA’s Restaurant Energy Survey is a restaurant operations tool that quickly focuses restaurant managers and crew on the greatest opportunities to save utility costs, resulting in net benefits for the bottom line. This paper-based survey allows restaurant managers to quickly look at energy usage in the restaurant - from the roof all the way to the interior of the kitchen - identifying the key areas of opportunity throughout. Restaurant managers conduct the survey, which is fired up about energy savings weighted based on known savings opportunities, with Steve DePalo the goal of identifying possibilities for additional Energy Manager, McDonald’s USA ways to improve energy efficiency and reduce operational costs. Objective: Sequencing the timing of equipment fire-up in the restaurants, or following ReSULTS: McDonald’s restaurants in the United States a fire-up schedule, is a great way to reduce electrical demand during peak times and have experienced savings of up to $3,000-$6,000 per improve overall gas and electric usage. year by using the energy survey to identify and act SOlutiOn: McDonald’s USA developed the restaurant equipment Fire-Up Tool, a upon additional energy saving opportunities. computer program that has become a widely accepted energy efficiency tool in U.S. restaurants. Based on restaurant-specific equipment and operating hours, this tool helps managers and crew identify the best times to turn their equipment on/off. The fire-up tool also revives McDonald’s traditional lighting dot system, providing color-coded dots for lighting circuit breakers, which offers a simple way for crew and $3k-$6k managers to ensure lighting efficiency in the restaurant. Additional print materials, savings per year that some including equipment labels, are available to guide crew actions on a continuous basis. u.s. mcdonald’s restaurants have experienced by using ReSultS: Through the consistent use of the fire-up schedule and associated tools, the the energy survey average restaurant can save approximately $1,500 per year. McDonald’s USA recently enhanced the flexibility of the program by providing 24-hour locations with the ability to have multiple on/off times and making it easier to add new pieces of equipment to the software. 3 • Energy information and inspiration through innovative software Delphine Smagghe Environment and Sustainable Development Director Objective: Since its carbon footprint audit in 2005, McDonald’s France has endeavored to achieve a major goal: reducing its greenhouse gas emissions by 2010. Representing 26% of the carbon footprint, energy consumption is the main source of greenhouse gas emissions. It is the principal focus of the strategy developed. SOlutiOn: Reducing energy consumption is a key challenge for restaurants. In 2006, McDonald’s France designed an interactive software, EcoProgress, to help its teams rally around this goal. Accessible from the company’s Intranet, this tool enables each restaurant to: • Learn about the key stakes related to energy (as well as other environmental topics) leading the way toward • Record its monthly energy consumption and compare a greener future it to other similar restaurants • Benefit from specific advice and improvement tools, Steve DePalo Energy Manager, McDonald’s USA such as an ignition plan for cooking equipment designed to suit each