McDonald’s has announced a wide-ranging programme to remove and minimise plastic and improve recyclability in packaging across Europe. The plan comprises removal of McFlurry lids across every European country in which McDonald’s operates and the rollout of a new fibre-based lid across all cold drinks in France, as well as trials across markets for alternatives to the plastic McFlurry spoon, a redesigned paper straw, and toy take-back programs.
The packaging trials form part of McDonald’s global ‘Better M’ platform, which aims to implement environmentally positive changes across McDonald’s sustainable packaging and recycling supply chain as well as the customer experience.
Currently, 78% of the packaging used by McDonald’s globally is made from fibre. This figure increases for its European markets where fibre comprises approximately 88% of all packaging and plastic only 12%. The steps taken by McDonald’s today will have a further impact on the removal of plastics from its packaging system:
More than 1,200 tonnes of plastic per year will be saved through a makeover of McFlurry packaging which eliminates the need for a separate plastic lid. This change will be fully implemented across Europe by the end of 2020
Approximately 1,200 tonnes of plastic per year will be saved through the introduction of a fibre lid for all cold drinks in France. The new fibre lids are made from 100% certified sustainable sources and recyclable materials Trials are being conducted for plastic-free McFlurry spoons. Wooden and paper alternatives are being tested, in a bid to find the material that meets customer preferences, operational functionality and sustainability
In addition to eliminating plastic and switching to more sustainable materials, McDonald’s is also focused on making the packaging it uses easier to recycle and reuse.
On average, over 60% of our restaurants in eight of McDonald’s largest European markets are already providing recycling for guest packaging. The UK currently stands at 90%, with Germany close behind at 89% of restaurants. By 2025, McDonald’s goal is to recycle guest packaging in 100% of its restaurants globally
In Europe, McDonald’s has achieved its commitment on fibre. By 2020, 100% of primary fibre based guest packaging will come from recycled or certified sources where no deforestation occurs. McDonald’s Germany is currently piloting a programme called ReCup, where customers can ask for a reusable coffee cup and return it at partnering McDonald’s restaurant or other participating restaurants to be cleaned and reused These announcements demonstrate action towards McDonald’s global Scale for Good commitments, which launched last year and include an ambition to source all guest packaging from renewable, recycled or certified sources by 2025. Today, McDonald’s is approximately 60% of the way towards achieving this goal globally.
Keith Kenny, Vice President of Global Sustainability at McDonald’s said “We care about lessening our impact on the environment and know our customers do too. That’s why we’re finding new and innovative ways to reduce our use of packaging, switch to more sustainable materials and help our customers to reuse and recycle, too. The trials we are conducting across Europe are vital in helping us get first-hand feedback from customers on solutions that help them to be conscious consumers, without compromising on quality and the McDonald’s experience they love. Better M is a powerful platform to allow us to work with our customers and choose the right solutions to scale up across Europe.”
The latest steps in this ongoing journey are our 2025 goals to improve our packaging and reduce waste: By 2025, 100% of McDonald’s guest packaging will come from renewable, recycled or certified sources. By 2025, our goal is to recycle guest packaging in 100% of McDonald’s restaurants concluded Keith Kenny.