Identify where McDonald’s is currently providing social and environmental value to their stakeholders. The 2004 documentary film Super Size Me was not only a daunting alert to the society but also to McDonald’s management team. It brought to light how fast food industry had influenced the generation and encouraged poor nutrition for its sole profit making objectives. It appears that McDonald’s had recognized the problems in its systems approach and has been actively pushing to transition from a Tier 2 company to Tier 3 company for the past decade, recognizing that embedding sustainability in its usiness model is the only way to survival.The image of the corporation is slowly, but gradually changing – whether its mindset has truly transformed, McDonald’s has tried diligently to reshape its public image by providing social and environmental value to its stakeholders. This is partially reflected in the company’s financial performance; McDonald’s outperforms its competitors such as Wendy’s and Burger Kings. McDonald’s stakeholders include their “three-legged-stool” – employees, Franchisees, and suppliers, as well as the nvestors, non-governmental organizations, academics and its customers.
The environmental value provided by McDonald’s can be further looked at in two main areas: 1) food provided and its source; 2) contribution to addressing climate change and water risk. McDonald’s primary value proposition is to provide food, therefore, food choices and sourcing are on their top priority. According to McDonald’s 201 2 – 201 3 CSR report, the company is partnering with Alliance on Clinton Global Initiative to promote balanced nutrition hoices – increasing fruit and vegetables access, better informed nutrition information and more customer choices.McDonald’s has also integrated sustainability in its supply chain – working collaboratively with its suppliers to support sustainable agriculture and beef production. Such improvements reduce the companys carbon footprint because the majority of its carbon footprint impacts is in its supply chain and agriculture systems.
The company is also committed to reduce waste. In a 2013 survey report, 90% of the restaurants reported recycling used cooking oil and 77% reported recycling ardboard.In 2013, approximately 300,000 energy efficient kitchen and building equipment were installed worldwide. The company has also completed water stress mapping and developed enterprise-wide water strategy. McDonald’s has also been providing social value to its employees and the communities.
McDonald’s promotes diversity and inclusion, provides training programs, and practises industry ethics standards.