CORPORATE SOCIAL RESPONSIBILITY OF MCDONALDS: A CASE STUDY

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WHAT IS CSR !!??

ISO 26000, says:

It is the responsibility of an organisation for the impacts of its decisions and activities on society and the environment, through transparent and ethical behavior that Contributes to sustainable development Takes into account the expectations of stake holders Is in compliance with applicable law and international norms of behavior Is integrated throughout the organization and practised in its relationships.
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MCDONALD'S : facts you need to

know

McDonald's is the leading global foodservice retailer . With more than 33,000 local restaurants serving more than 64 million people in 118 countries each day. They serve Fries, Big Mac, Quarter Pounder, Chicken McNuggets and Egg McMuffin etc. It was founded by Richard James "Dick" McDonald ,and Maurice James "Mac" McDonald, and the first restaurant was opened in California in 1940 The current CEO is Jim skinner.
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McDonalds CSR Initiatives

McDonalds commitment to social responsibility focuses primarily on : Animal welfare Education Environment Nutrition and well being Ronald McDonald House Charities (RMHC)

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ANIMAL WELFARE

McDonalds believes that the HUMANE TREATMENT of animals is an integral part of building a world class supplier system. It buys all its beef, pork and poultry products from suppliers who maintain the HIGHEST STANDARDS and share McDonald's commitment to animal welfare. McDonalds is committed to ensuring that animals are FREE FROM CRUELTY, ABUSE and NEGLECT. McDonald's Europe is a founding member of the EUROPEAN ANIMAL WELFARE PLATFORM, improved animal welfare in the food supply chain
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EDUCATION

McDonalds endeavors to mould the future of the society is committed to the education of the youths. McDonalds works in partnership with parents and educators to ensure that the school-age employees see education as their top priorities Ronald McDonald House Charities (RMHC),and McDonald's restaurants, offer scholarships to students from communities who face limited access to educational and career opportunities as their ongoing commitment to education.

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ENVIRONMENT

Less is more when it comes to the environment

less energy,fewer emissions and less waste. McDonalds aims to use less and spend less through three areas of activity:
o

Sustainable packing waste management & energy conservation green restaurant design.

McDonalds USA has been a national member of the U.S. Green Building Council (USGBC) since 2007 and uses tools such as the LEED rating system
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McDonalds USA worked with packaging supplier HAVI Global Solutions to transition to a plastic material called Clarified Polypropylene (CPP) for McCafe beverage cups. The CPP package delivers the same consumer experience while using 20% less material as compared to PET. Less material use per cup drove cost reduction of 15% as well as reduced inputs of raw materials and energy and generated 20% less solid waste. In 2009,McDonalds France introduced a frappe cup and lid made out of 40% recycled plastic (rPET).
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November 2010 marked the 20th anniversary groundbreaking partnership between McDonalds and the Environmental Defense Fund.

of

collaborated in 1990 to create a Waste Reduction Action Plan for the U.S. that eventually eliminated 300 million pounds of packaging waste. It was the first partnership between an environmental group and a Fortune 500 company at a time when environmental and business interests were typically not aligned.

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NUTRITION AND WELL BEING

Special promotions and sampling tests are being conducted, such as free fruit offerings with Happy Meals. McDonalds introduced a series of animated online music videos for kids and moms focused on the fun and good taste of fruits and vegetables. In their top 9 markets, they continue to invest in making nutritional information available in the store,as well as online.

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RONALD MCDONALD HOUSE CHARITIES

Ronald McDonald House Charities (RMHC) is an independent organization whose mission is to create, find and support programs that directly improve the health and well being of children across the world There are currently 305 Ronald McDonald Houses in 52 countries

Worth magazine named Ronald McDonald House Charity one of Americas 100 Best Charities in 2001 and 2002
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Our report is best summed up by quoting what McDonalds has said: We believe in contributing to the environments in which we operate in simply because it ensures Enduring, profitable growth.

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Thank you for listening !

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