I could recommend buying small businesses for the company’s growth. For a company like McDonald’s, it is necessary to engage in vertical integration. The company should invest in businesses that create products that can be recycled and reused in the future. Being one of the largest enterprises in public catering, the company uses tons of plastic, which are sent to landfills. Investing in “green” companies will help reduce the burden on the environment and attract new customers because the trend towards protecting nature has many supporters more than ever. McDonald’s and the acquired company will benefit because their partnership will be effective.
In several regions of the world, there are some of the few restaurants of the McDonald’s chain operating under the Better McDonald’s Store system. It is a so-called eco-friendly concept; the restaurant is testing various packaging solutions that reduce the burden on the environment (Tien et al., 2020, p. 25). All plastic cups have been replaced with cardboard and waffle cups (Sanyal and Haddock-Millar, 2018, p. 47). Wooden spoons instead of plastic ones and burgers wrapped in paper-based on grass. (Anaf et al., 2018, p. 134). Glasses with drinks began to be sold without lids and eco-friendly paper tubes (Ibrahim et al., 2020, p. 773). However, not all of the proposed concept was to customers’ taste. For example, paper tubes get wet too quickly, and visitors have to take several pieces at once to finish their drink. (Dekkers, 2020, p. 10). Wooden spoons also have their drawback – visitors get an unpleasant taste of wood in their mouths. The company assures that they are following the reviews and will refine the packaging. One of the tasks of this restaurant is testing eco-solutions for fast food.
For such an experiment, the background of the McDonald’s logo changed to green to stand out. If the company continues to cooperate with eco-brands and invest in the production of eco-packaging and tableware, it will establish McDonald’s as a quality and caring manufacturer. They start with individual regions and track work progress for about a year. In the case of successful testing, it is possible to bring the eco-friendly production of food packages to the world level.
Reference List
Anaf, J., Baum, F., and Fisher, M. (2018) ‘A citizens’ jury on regulation of McDonald’s products and operations in Australia in response to a corporate health impact assessment,’ Australian and New Zealand Journal of Public Health, 42(2), pp. 133-139.
Dekkers, J. (2020). ‘From servant to driving force: Transforming the role of the supply chain in McDonald’s The Netherlands,’ Journal of Supply Chain Management, Logistics and Procurement, 3(1), pp. 6-17.
Ibrahim, N. F., Arunasalan, T. D., and Mohamed, N. A. (2020). ‘Cheap vs healthy: Analyzing McDonald’s menu using linear programming,’ Bulletin of Electrical Engineering and Informatics, 9(2), pp. 771-776.
Sanyal, C., and Haddock-Millar, J. (2018) ‘Employee engagement in managing environmental performance: a case study of the Planet Champion initiative, McDonald’s UK and Sweden,’ Middlesex University London, pp. 39-56.
Tien, N. H., et al. (2020) ‘Analysis of McDonalds’ entry strategy into Vietnam market,’ International Journal of Advanced Research and Development, 5(3), pp. 23-29.