Terms & Conditions | Cookie Policy | Privacy Policy | Disclaimer | � McDE 2010 Please note - this website is intended for internal use by McDonald's Europe, and any statements and data relate to McDonald's Europe only. Helen McFarlane Environment Consultant McDonald's UK [email protected]Objective With 'Planet Champions', a voluntary programme, McDonald's UK is leveraging the environmental enthusiasm of it's restaurant crew. 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. Print Case Study Download Case Study 'Planet Champions' make restaurants more efficient. You are here: Home / Case Studies / Communications / Planet Champions Planet Champions
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27/04/2011 18:20McDonalds Best of Green
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Terms & Conditions | Cookie Policy | Privacy Policy | Disclaimer | � McDE 2010Please note - this website is intended for internal use by McDonald's Europe, and any statements and data relate to McDonald's Europe only.
ObjectiveWith 'Planet Champions', a voluntary programme, McDonald's UK isleveraging the environmental enthusiasm of it's restaurant crew.
SolutionMcDonald's UK is asking for members of staff to be the 'environmental voice'in the restaurant, to help business managers with existing environmentinitiatives and generate new ideas. The volunteers receive a day of trainingon broad environmental issues, on the company's activities and how they cancontribute. They have a year-long calendar of activities focussing on the keyissues litter, recycling and energy. Regular emails with links to the 'GreenRoom' - the Planet Champs' section of 'Our Lounge' - keeps them up to date,informs them about competitions and gives them a forum to share theirideas.
ResultSo far over 300 members of staff have volunteered to be Planet Champions.The pilot programme, run over the summer 2010 in 27 restaurants, yielded anincrease of 20% of cardboard recycling and achieved incremental energysavings that - if done estate wide - would equate to £280,000 per year. Thenetwork of 'green enthusiasts' also helped to increase awareness ofenvironmental 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'ttake any more time" and "it hasn't had any negative impact on operations". In2011, the programme is to be continued in the UK and extended to Irelandand Norway.
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'Planet Champions' makerestaurants more efficient.
You are here: Home / Case Studies / Communications / Planet Champions
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ObjectiveThe employees of McDonald's UK have a very cool, well designed and funplace to meet: Our Lounge. On the staff web site employees get all theinformation they are looking for, including best environmental practices.
SolutionTo spread best environmental practices McDonald's UK dedicated a sectionof its Our Lounge employee's website to the Environment. Here, theemployees can play an Environment game, they can stop at the Green Shopto purchase green items (such as energy saving light bulbs) at reducedprices, and they can visit an interactive restaurant or private home to seeenvironmental best practice. Of course they also learn all about McDonald'senvironmental activities to fill possible knowledge gaps.
ResultThe Environment section on Our Lounge is a fun way to learn about bestenvironmental practices that can be applied in the restaurant as well as athome. It's an innovative addition to the Environment training that is a regularpart of the company's apprenticeship modules. Since the concept proved tobe so successful, it is now being introduced to all Northern Division markets.
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"We believe that employeeengagement is our 'silver bullet' onthe environment; if we can exciteour employees about the differencethey can make, they will export goodpractices to their friends, family andeven future employers. We see theinteractive house and restaurant onOur Lounge as a simple buteffective way of giving them tips tohelp us all to reduce our impact atwork and at home."
Katie SaundersHead of EnvironmentMcDonald's UK
You are here: Home / Case Studies / Communications / Environment in Our Lounge
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ObjectiveThe WWF's global Earth Hour is an opportunity to show McDonald's isconcerned about the environment.
SolutionOnce a year on a certain day, WWF invites the public, communities andcompanies worldwide to raise awareness on climate change by taking off thelights for one hour. A growing number of McDonald's markets in Europeencourage their restaurants to take part and turn off their signage, sky signs,roof lightning and various inside lightings for an hour. In the UK initiativesinclude the big advertising sign at Piccadilly Circus in London to be switchedoff and in Norway there is an internal competition and prizes to be won for thebest initiative. The range of activities in Norway include members of staffplaying livemusic and offering guests free coffee and cakes together withinformation about Earth Hour. In 2010, one McDonald's restaurant in Norwayeven received the WWF price for the best Earth Hour initiative.
ResultMcDonald's was able to help support an important environmental initiativeand demonstrate it is concerned about the environment.
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In Norway, a McDonald's restaurantreceived the WWF prize for the bestEarth Hour initiative.
You are here: Home / Case Studies / Communications / Lights off for Earth Hour
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ObjectiveMore than anything else, the McDonald's employees contribute to thecompany's success. They are a key factor also when it comes to applyingbest environmental practices.
SolutionIn Spain, all McDonald's employees receive a basic Environment trainingwhen they start working at a restaurant. In addition there is an advancedEnvironment Training for Environment Coordinators, a position to be found inall restaurants. The Environment Coordinators take care of all theenvironmental issues; they compile all environment records and giveenvironmental training to new staff members.
ResultThe Environment Training ensures that all members of restaurant staff knowabout McDonald's environmental policy and are aware of the best practices tobe applied. For its outstanding initiatives in all areas of business, McDonald'sSpain received the 2010 'Sustainability Award' at a prestigious SpanishEnvironment Awards competition.
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Environment training for allemployees ensures thatenvironmental policies and practicesare adhered to.
You are here: Home / Case Studies / Communications / Environment training
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ObjectiveMcDonald's Germany helps pupils learn about the environment. Providingteaching material shows good corporate citizenship and is an opportunity tostart a dialogue with schools and authorities.
SolutionMcDonald's Germany offers secondary schools a set of interdisciplinarylearning materials focusing on environmental issues and giving McDonald'sbest practice examples. 'Um Welten besser', a package containing printmaterials and a DVD, reaches out to pupils aged 11 to 15 years.
ResultSince 2003, three editions of 'Um Welten besser' were issued and more than25,000 files either sent out to schools or downloaded from the Web.Feedback was very positive, many valuable contacts were made, andsustainable relationships built.
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Over 25,000 files were either sentout to schools or downloaded fromthe Web.
You are here: Home / Case Studies / Communications / McDonald's goes to school
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Tomasz KurpiewskiEnvironment & Internal Audit ManagerMcDonald's [email protected]
ObjectiveMcDonald's Poland wanted to take a leadership position on environmentalissues and sought to certify the environmental efforts of its company operatedrestaurants to a high international standard.
SolutionIn 2004, McDonald's Poland validated all company operated restaurants tothe internationally recognised standard ISO 14001. The certification wassuccessfully renewed twice since 2004 and in addition external audits inaccordance with ISO 14001 are carried out every year. The certificateconfirms that McDonald's Poland company operated restaurants arecomplying with the highest standards of environmental management andlegal requirements.
ResultThe certification greatly contributed to the strengthening of McDonald'sleadership position in this critical area, and led to a significant increase oftrust among key stakeholders, as it is the only restaurant chain in Poland tohave received the ISO 14001 certificate for the whole system. The PolishNational Board of Ecology recognized the company's outstanding initiativeswith the prestigious 'Environment Friendly Company 2010' award.
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McDonald's is the only restaurantchain in Poland to have received theISO 14001 certificate for the wholesystem.
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Delphine SmaggheEnvironment and SustainableDevelopment [email protected]
ObjectiveMcDonald's France wants to encourage students and pupils to do researchand help to design innovative solutions that further reduce the environmentalimpact of the company's activities.
SolutionMcDonald's France has started dialogue with universities and schools. Pupilsand students are asked to develop innovative environmental solutions thatcan be applied in the restaurants and contribute to the reduction ofMcDonald's France environmental impacts. The most promising project isawarded a 10.000 Euro grant. In 2008, sixteen projects were submitted andthree finalists selected. In close collaboration with McDonald's the projectswere then undertaken and the findings presented. The University ofTechnology Troyes's waste management project for instance showed that interms of environmental impact and costs methanation is one way forward.
ResultAll projects gave clear answers and showed results and the call for projectswill be renewed each year.
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A sponsored project with collegesand schools produced innovativeanswers to some of McDonald'senvironmental issues.
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For further information - visit McDonald'sSwitzerland
ObjectiveMcDonald's Switzerland discovered early the many benefits of sharingknowledge with its stakeholders. The sophisticated reporting system itdesigned ensures continuous improvement and flow of information.
SolutionIn 2008, McDonald's Switzerland published its first combined Environmentand CSR report. Previously the company kept its external and internalstakeholders informed by publishing an environmental report every two years.The Swiss reports are developed using a large database and are validated byindependent external auditors. The backbone of their report is data collectedby 'McGreen', the ISO 14001 based environmental management system. Itprovides key figures and measurable targets. McDonald's Switzerlandmonitors environmental governance through multiple institutions, such as theEnvironment Action Team - responsible for setting the environmental policy,defining the strategy and reviewing targets - and the McGreen Team -responsible for implementation, training and auditing.
ResultThe benefits of the reporting system are many. For instance: Notable costsavings in energy and waste management were achieved and the systemensures continuous improvements as well as helps to ensure compliance withenvironmental laws. Reporting led to well informed influential stakeholdersand paid specific attention to critical stakeholder issues. Moreover, it helpedMcDonald's Switzerland to improve its image and cease being the target ofnegative media coverage. It also proved to be an excellent internalmanagement tool by supporting communications with restaurant managers,franchisees and suppliers.
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"Back in the 1980's and 90's,McDonald's Switzerland was apreferred target for negative mediacoverage relating to theenvironment. Our response was toshift from a reactive to a proactivesustainability strategy, to confrontthe issues and finally, to publish thiscontinuously in environmentalreports. The key was to set up astrong database to communicate onreal figures, set measurable targetsand become accountable. Thishelped us engage with relevantnational stakeholders. And it helpedfranchisees and restaurantmanagers dialogue with their localstakeholders."
Rolf HuwylerEnvironment & CSR ManagerMcDonald's Europe
You are here: Home / Case Studies / Communications / From target to role model
Delphine SmaggheEnvironment and SustainableDevelopment [email protected]
ObjectiveMcDonald's France's answer to questions stakeholders may ask is theEcoJournal. Its objective is to raise awareness among employees andprovide information to the public on environmental initiatives.
SolutionLaunched in 2006, the EcoJournal is an attractive newspaper format annualreport covering environmental issues about the restaurants and the manyactivities of McDonald's France. Independent auditors verify the data. There isalso a short and educational version of the EcoJournal for customers andemployees. The leaflet titled "Discover the real nature of McDonald's" isavailable in the restaurants in regular intervals.
ResultThe EcoJournal and the leaflet were enthusiastically received by employeesas well as by external stakeholders. The general opinion expressed was: "Wedidn't know how active and committed the company is." The report proved tobe successful in spreading good environmental practices and opening doorswith NGOs and authorities.
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McDonald's France's 'EcoJournal'raises awareness among employeesand provides information to thepublic on environmental initiatives.
You are here: Home / Case Studies / Communications / Welcome information
Petra DahlmanCSR & Sustainability ManagerSweden, McDonald's [email protected]
ObjectiveTo awaken or further children's interest in environmental issues.
SolutionMcDonald's Sweden's "Recycle Monster competition" within the Happy Mealprogramme promised to make a dream come true. To win a visit to theDreamWorks Studio in Los Angeles, children had to draw or sketch a'Recycle Monster' doing good work for the environment.
ResultThe children responded in great numbers and the media covered the story ofthe 7 year old winner, whose Recycle Monster came to life in the L.A. studio.
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Environmental competition forchildren raised awareness of issuesand generated good mediacoverage.
You are here: Home / Case Studies / Communications / Recycle monster comes to life
ObjectiveMcDonald's France looked for a way to easily and extensively feature thecompany's environmental policy and activities online in order to highlight theenvironment as one of their key priorities.
SolutionIn 2008, McDonald's France relaunched the company's website. Now, theenvironment section is directly accessible from the main menu. The section'sextensive content is user-friendly and divided into clearly arrangedcategories. Some parts are new, such as the blog with news fromEnvironment and Sustainable Development Director Delphine Smagghe orthe animated "map of initiatives" giving an overview of the company'senvironmental activities. Users visiting other sections such as "Find arestaurant" or "Our products" are invited to access environmental informationvia a dedicated logo.
ResultA survey will be carried out to give information on the quality and number ofhits the website is receiving.
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An online presence on the countrywebsite shows that environmentalissues are high on the agenda.
You are here: Home / Case Studies / Communications / Click on environment
ObjectiveTo show McDonald's feels part of the community and cares about the localenvironment.
SolutionIn cooperation with the Nature Trust Malta, 30 McDonald's employees wentout to plant over 200 trees and shrubs at the afforestation project at WiedGhollieqa, San Gwann.
ResultThe tree planting is just one of a various local environmental eventsMcDonald's Malta takes an active part in. Such events include the "clean upthe world day" and the local sea clean up initiative.
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Local initiatives such as tree plantingprogrammes can create localgoodwill while helping theenvironment.
You are here: Home / Case Studies / Communications / Greening the island
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