[The documents described herein are contained in a folder bearing the
McDonald's Arches logo (registered TM) on the cover; a business card on
the inside flap that reads as follows:
McDonald's logo (registered TM)
For additional information on McDonald's please contact:
Investor Relations
McDonald's Corporation
Kroc Drive
Oak Brook, Illinois 60521
Individual Investors 708/575-7428
Stockbrokers 708/575-5137
The McDonald's recycling logo (registered TM) Printed on Recycled Paper,
50% Post-consumer Content, 10% Pre-consumer Content, (copyright) 1992
McDonald's Corporation, McD 1-1450 (12/92), on the back cover]
COVER LETTER:
Dear Fellow Shareholder:
McDonald's Waste Reduction Action Plan -- initially developed in
partnership with the Environmental Defense Fund -- began three years
ago with 42 initiatives to reduce, reuse and recycle/compost. It has
now more than doubled to almost 100 initiatives.
The cumulative effect has been significant. Over the past three years,
we've implemented source reduction activities that have eliminated
15 million pounds of packaging annually. Within the same time span,
we've increased our average packaging recycled content from 17% in 1990
to 45% (half post-consumer). McDonald's U.S. restaurants are utilizing
220,000 tons of recycled packaging per year and purchasing more than
$250 million annually of recycled products of all kinds.
Our progress last year represents how determined we are to stay fresh in
our approach to reduce waste wherever practical. We continue to find
that integrating environmental criteria into our day-to-day decision-
making process has positive results for both the bottom line and our
customers. One example is our new Big Mac container. This package not
only improves our operational efficiency -- by increasing the speed of
service to our customers -- it also represents an environmental
improvement. This new package is extremely lightweight (10% less than
the former wrap and collar), utilizes 40% recycled content in the middle
of a five-layer structure (15% post-consumer), and uses unbleached
paper.
Increasing the purchase of environmentally preferable paper is another
priority. More than 90% of what we buy is paper. To help accomplish
this goal, McDonald's helped establish the Paper Task Force with Duke
University, the Environmental Defense Fund, Johnson and Johnson,
Nationsbank, Prudential, and Time. The task force will be developing
recommendations on how to increase the use of environmentally preferable
paper and paperboard products after 12 -18 months of extensive research.
Leadership in the environmental arena is vital. At McDonald's our way
is to lead through action and we believe our leadership is evidenced in
this detailed update of the Waste Reduction Action Plan. Please feel
free to contact us if you have any further questions.
Sincerely,
/s/ Shari Petty
Coordinator - Shareholder Services
McDONALD'S WASTE REDUCTION ACTION PLAN
STATUS REPORT - APRIL 25, 1994
The following is a summary of McDonald's waste reduction initiatives
from April 1991 through April 1994. These began with the
McDonald's/Environmental Defense Fund Waste Reduction Action Plan (WRAP)
completed in 1991 that included the original 42 initiatives introduced
in 1991 to reduce, reuse and recycle/compost. Since its inception, WRAP
has evolved to almost 100 separate projects.
Projects in Progress (pgs 1-4); Completed Projects (pgs 4-8)
PROJECTS IN PROGRESS:
1. Replace paperboard containers for medium and large french fries
with paper bags - potential 75% source reduction.
Initial Time Line: May 1991
Projects In Progress: Test has expanded to three markets (Dayton,
Fresno and Asheville)--100 restaurants. Some fry yield improvements
still needed. Consumer research shows mixed acceptance.
Next Step: Further evaluation is dependent on thorough marketing
research to be concluded in Fresno by July, 1994.
2. Replace heavy-duty corrugated shipping boxes with reusable plastic
containers for the delivery of meat and poultry to McDonald's
suppliers.
Initial Time Line: October 1991
Projects in Progress: Tests in Canada have been successful thus far.
Next Step: Evaluating for U.S. application by working with McDonald's
Meat Council; currently conducting limited two supplier test.
3. Complete the implementation of corrugated recycling in McDonald's
U.S. restaurants.
Initial Time Line: December 1991
Projects in Progress: 65% of restaurants recycling corrugated.
Next Step: Falling short of our 100% recycling goal due to poor
recycled corrugated markets and lack of solid, dependable recycling
infrastructure. Promoted at McDonald's Worldwide Owner-Operator
Convention in April 1994.
4. Develop the use of durable shipping pallets for use in the movement
of goods.
Initial Time Line: December 1991
Projects in Progress: CHEP USA program with four suppliers initiated in
June 1991. Based on success, presently more than 50% of suppliers are
part of the program. CHEP involves quality wood pallets and a
centralized pool program which controls inventory and maintains the
pallets.
Next Step: McDonald's is encouraging the continued supplier expansion
of the CHEP system because of the efficiencies in distribution,
including the virtual elimination of wood pallet waste.
5. Test coffee cup recycling with customers.
Initial Time Line: 1st Qtr 1993
Projects in Progress: Developed graphics and re-dispenser cylinders for
test in restaurants. Six Seattle restaurants began testing in August
1993.
Next Step: Customer participation levels are disappointingly low.
Inclusion of items besides hot cups and lids occurring. Review of
program to be completed by Sept. 1994.
6. Conduct composting test in New York.
Initial Time Line: Feb. 1993
Projects in Progress: Initial one store test expanded to 15 restaurants
in Feb. 1994. Stores are separating behind-the-counter organics (food
scraps and soiled paper). Results show 30% waste diversion (100
lbs./store/day) and favorable store operations and economics.
Next Step: Monitor test during 1994, including tracking the separation
quality and quantifying the economics.
7. Participate in "Food for the Earth: A Composting Initiative of the
Foodservice Industry."
Initial Time Line: 2nd Qtr. 1994
Projects in Progress: Working with other foodservice companies,
suppliers, Composting Council and National Audubon Society to develop
industry-wide composting test.
Next Step: The group is evaluating optimal test site locations.
Targeting a launch during the second half of 1994.
8. Purchase straws made from a reduced amount of material.
Initial Time Line: 1991
Projects in Progress: Going to a narrower straw is being reevaluated
due to the milk shake reformulation.
Next Step: Additional consumer research required.
Use paper products that utilize more benign bleaching processes, or use
unbleached paper products wherever feasible.
9. Testing 100% totally chlorine-free (TCF) paper from Lyons Fall
Paper Mill for fry bags.
Initial Time Line: October 1991
Projects in Progress: Phased-in eight Northeast distribution centers to
the TCF fry bags by February 1994.
Next Step: Continue to evaluate over next year in conjunction with
Paper Task Force (PTF) work. The Paper Task Force is comprised of
McDonald's, Time, Prudential, NationsBank, Duke University, Johnson &
Johnson, and the Environmental Defense Fund. Its goal is to identify
ways to increase the purchase of environmentally preferable paper. The
study will take 12-18 months ending with recommendations in early 1995.
10. Convert to oxygen bleached coffee filters.
Initial Time Line: April 1991
Projects in Progress: To date, unable to source totally chlorine free
coffee filter paper.
Next Step: Continue to investigate available alternatives through work
on the Paper Task Force.
11. Research unbleached and recycled content cold cups.
Initial Time Line: 1993
Projects in Progress: Have developed and reviewed eight different
prototypes, varying in color and recycled content.
Next Step: Plan to identify cup stock by May 1994 with goal of 25%
recycled content (10% post-consumer) and then put through in-house
testing. Store test is planned if successful.
12. Convert to elemental Chlorine Free (ECF) insulated sandwich wraps.
Initial Time Line: 1993
Projects in Progress: One supplier completed in 1993.
Next Step: Remaining suppliers to complete conversion in 1994.
13. Evaluate unbleached fry cartons.
Initial Time Line: 1994
Projects in Progress: Suppliers have made samples.
Next Step: To be reviewed with Marketing during 2nd quarter 1994.
Annually evaluate all foodservice products and packaging items to
identify opportunities and establish goals for source reduction.
14. Reduce weight of hot cup lid.
Initial Time Line: 1992
Projects In Progress: One supplier has met all performance standards;
currently phasing in (10% reduction on large lid).
Next Step: Other suppliers have not met specifications; further testing
conducted through 3rd quarter 1994.
15. Research alternative blowing agent for hot cups.
Initial Time Line: 1992
Projects In Progress: Have developed first R & D samples using CO2 --
too brittle.
Next Step: Brittleness and cost concerns unresolved. Suppliers back in
R&D stage.
16. Test down-gauged can liners.
Initial Time Line: 1993
Projects in Progress: Previous testing has shown difficulty in meeting
McDonald's quality specifications, especially related to "leakers."
Testing 25% reduced can liner (1.0 mil to .75 mil; 235 lbs./store/year).
Next Step: Evaluate results by 3rd quarter 1994.
17. Test automated cream dispenser.
Initial Time Line: 1993
Projects In Progress: Being tested in Canada for drive-thru McOpCo
restaurants.
Next Step: Limited test in Boston currently underway.
18. Reduce basis weight of carry-out bags.
Initial Time Line: 1993
Projects In Progress: Current bag material is 35#/3,000 sf paper;
working with one supplier to test 33# paper during 2nd quarter 1994.
Next Step: 1994/5 goal is to move to 33# paper, a 6% reduction.
19. Test hash brown bags.
Initial Time Line: 1993
Projects In Progress: Testing bags vs. cartons -- potential 77% source
reduction.
Next Step: 10-50 store test being conducted in Chicago first half of
1994.
20. Source reduce sandwich wraps.
Initial Time Line: 1993
Projects In Progress: Testing 14# weight paper vs. 16# for Hamburger,
Cheeseburger, Egg McMuffin, and Sausage Biscuit.
Next Step: Five store test first half of 1994.
21. Reduce napkin case cube.
Initial Time Line: 1993
Projects In Progress: Reducing embossment in napkins which allows for
better case pack cube, saving 30 lbs./store/year.
Next Step: One supplier has completed; balance targeted to develop and
complete in 1994.
22. Test wooden coffee stirrers.
Initial Time Line: 1993
Projects In Progress: 20% source reduction vs current plastic stirrers;
some concerns over wood flavor; consumer research in Portland shows 2:1
preference for wood; currently in 50 store test in Maine.
Next Step: Plan to expand to 30 store test in Boston area by 3rd
quarter 1994.
23. Evaluate all packaging annually to identify potential changes which
will enhance either recycling or composting initiatives as they
develop.
Initial Time Line: 1991
Projects In Progress: Perseco/Purchasing R&D continuing; i.e.
proprietary materials for straws, lids, cutlery, film and rigid
containers being aggressively pursued.
Next Step: Full technological review completed in Jan. 1993.
Priorities for most promising technologies identified, and future
development game plans coordinated. Performance obstacles remain.
Degradable materials do not meet heat and moisture retention
requirements.
24. Explore alternatives to the polyethylene component of the present
layered wrap to enhance its recyclability and/or compostability.
Initial Time Line: 1991
Projects In Progress: Tested glassine and cellophane (poor
performance); other compostable material replacements for PE, including
starch-based materials, have not met performance specifications.
Next Step: Testing various materials to find an operationally
acceptable alternative, including new wax-based variations.
Annually analyze all shipping packaging to determine items which could
be eliminated or reduced via the Optimum Packaging Team.
25. Evaluate change to flexible pouches vs. rigid cups for grape and
strawberry jams.
Initial Time Line: 1993
Projects In Progress: One supplier test 2nd quarter 1994.
Next Step: Evaluate for expansion after one supplier test.
26. Redesign muffin corrugated shipping container.
Initial Time Line: 1993
Projects In Progress: One distribution center test shows problems with
carton pallet overhang.
Next Step: Further refinement needed to make distribution compatible.
27. Review possible excessive shipping packaging for tea bags.
Initial Time Line: 1993
Projects In Progress: Under review.
Next Step: Initial review by OPT team leader due by 2nd quarter 1994.
28. Investigate reducing polyethylene film used to pack breakfast foam,
salad packages, radishes and cucumbers.
Initial Time Line: 1993
Projects In Progress: Excess film used in order to create inner packs.
Next Step: Under review. Reports due by 3rd quarter 1994.
29. Evaluate switching orange juice concentrate and bulk mustard from
current rigid container to flexible pouch.
Initial Time Line: 1993
Projects In Progress: Under review.
Next Step: Report due by 3rd quarter 1994.
30. Reduce shake corrugated box by creating gap.
Initial Time Line: 1993
Projects In Progress: Five store test successful.
Next Step: The new case design, saving 3% corrugated, is being
implemented nationally in 1994.
31. Review cheese corrugated.
Initial Time Line: 1993
Projects In Progress: Under review.
Next Step: 2nd quarter review.
Maximize use of Post Consumer Material (PCM) wherever possible.
32. Add recycled content to polypropylene trays.
Initial Time Line: 1991
Projects in Progress: 50% recycled content (15% PCM HDPE/35% PIM PP);
currently in successful test in two markets.
Next Step: Expansion continuing by working with other two tray
suppliers. The main reason for slow expansion has been the lack of
availability of post-consumer PP.
33. Add post-consumer material for french fry cartons.
Initial Time Line: 1992
Projects in Progress: Testing tri-layered board with post-consumer
material in the middle layer. Met with the FDA to review positive test
data and protocol, including micro count, PCBs, dioxin, and heavy
metals; levels in compliance with all existing standards.
Next Step: Expanding test to 50 stores in St. Louis 2nd quarter 1994.
Further refinement is being done to minimize staining of recycled board.
34. Increase PCM in Happy Meal bags and cartons.
Initial Time Line: 1993
Projects in Progress: Happy Meal bags currently at 65% PCM; cartons
currently at 100% total, 40% PCM.
Next Step: 1994 goal for bags is 75% PCM; carton goal is 60% PCM -- two
of three suppliers met this target by end of 1993.
35. Increase PCM in carry-out bags.
Initial Time Line: 1993
Projects in Progress: Current requirement is 100% total with 50% PCM.
Next Step: Currently working with one supplier to investigate
possibility of increasing to 100% PCM. This is being done while trying
to decrease basis weight.
36. Increase PCM in napkins.
Initial Time Line: 1993
Projects In Progress: Current standard is 100% total with 30% PCM.
Next Step: 1994 goal is to increase PCM to 35% while not increasing
costs. Higher level of PCM would add cost premium.
37. Add recycled content to trash can liners.
Initial Time Line: 1994
Projects In Progress: Five store test in Nashville successful using 30%
post-consumer recycled content (mostly from recycled milk containers).
No leakage; good cost.
Next Step: The entire Nashville region will test 2nd quarter 1994.
38. Add post-industrial material in sandwich wraps.
Initial Time Line: 1993
Projects in Progress: More than half of system using PIM levels of more
than 50%.
Next Step: 1994 goal is to investigate adding 15% PCM in wraps.
39. Track source reduction, recycled content and recycling/composting
activities.
Initial Time Line: 1991
Projects In Progress: Updated quarterly.
Next Step: Working with Information Services in order to track and
gather vendor packaging information systematically, and track McDonald's
activities.
40. Review recycled content targets for corrugated shipping containers
annually.
Initial Time Line: 1993
Projects In Progress: Increased requirement from 35% total recycled
content, of which 10% minimally must be post-consumer content, to 40%
total, 25 PCM.
Next Step: Will review standards again at end of 1994.
COMPLETED PROJECTS:
1. Conduct a controlled compost test of key packaging items to assess
their compostability.
Initial Time Line: March 1991
Status: Completed March 1991 at Microgen Company. Wax coatings OK;
degradable starches OK.
2. Replace single-portion packet cleaning supplies with bulk cleaning
supplies.
Initial Time Line: March 1991
Status: New bulk floor care product (one gallon jugs replacing 64
packets) began roll-out in October 1991. Completed by 1st quarter 1992.
3. Introduce unbleached Big Mac wrap.
Initial Time Line: March 1991
Status: Completed on time.
4. Convert all sandwich polystyrene foam containers to paper-based
wraps.
Initial Time Line: April 1991
Status: Completed on time to combination of wax wraps, insulated wraps
and collars. Up to a 90% volume reduction versus foam. Corresponding
corrugated usage reduced by 85%.
5. Eliminate individual cutlery packaging where allowed.
Initial Time Line: April 1991
Status: Completed introduction in April 1991, but slow progress due to
local customer, owner-operator and health department sanitation and
health considerations.
6. Reduce size of napkin.
Initial Time Line: April 1991
Status: Completed on time -- 8% reduction.
7. Initiate a composting feasibility test in order to determine the
compostability of McDonald's organic waste from 10 New England
restaurants.
Initial Time Line: April 1991
Status: Completed on time. Found McDonald's organic waste to produce
an excellent compost.
8. Complete the phase-in of recycled content carry-out bags with a
minimum 50 percent post-consumer material.
Initial Time Line: April 1991
Status: Completed on time. 100% recycled content: 50% PCM (including
20% newsprint); 50% PIM minimum standards.
9. Convert to unbleached carry-out bags.
Initial Time Line: May 1991
Status: Completed on time. Happy Meal bags are different (largely
recycled newsprint) with minimum 65% PCM.
10. Conduct a pilot test of recycling post-consumer food contact paper
in 30 New England restaurants.
Initial Time Line: June 1991
Status: Initial tests done with Ponderosa Fibers, Perdomo and Sons
Recycling, Pope and Talbot and Wisconsin Tissue. Poor results due to
mixed fibers and food contamination.
11. Convert to a larger ketchup packet.
Initial Time Line: December 1991
Status: Test results were negative. No proven source reduction; higher
cost.
12. Eliminate inner-pack dividers in shipping containers for cleaning
supplies.
Initial Time Line: December 1991
Status: Four products implemented; sanitizer box and tray; powder
bleach; and sink pak.
13. Evaluate the total waste sorting and materials recovery approach in
test with McDonald's restaurants in Southern California through
1991, as a means to recover as much of the waste stream as
possible.
Initial Time Line: 1991
Status: Program had logistical and operational difficulties. Further
expansion of co-mingled waste concept not to be pursued. Crew and
customer separation to be investigated in different tests.
14. Eliminate lids served on cold drinks for in-store customers
(Canada).
Initial Time Line: 1991
Status: Frequent drink spillage by small children causes unsafe
conditions. Also difficult to identify diet drinks, especially for
diabetics. No current testing on this concept, but evaluating drink-
thru lid which would eliminate possible need for straw.
15. Increase recycled content in napkins to 100% (minimum 30% PCM).
Initial Time Line: December 1991
Status: Implemented on time.
16. Ensure that all McDonald's suppliers are using corrugated boxes
containing 35% recycled content.
Initial Time Line: December 1991
Status: Packaging suppliers: 100% achievement. Food suppliers; most
large suppliers have achieved; smaller suppliers having some
difficulty -- currently working with them to achieve full compliance.
17. Distribute waste reduction packaging specifications to suppliers.
Initial Time Line: June 1991
Status: Distributed to all packaging suppliers in June 1991.
Distributed to all food suppliers in November 1992.
18. Use reusable shipping containers for the shipping of ketchup
packets.
Initial Time Line: December 1991
Status: Completed tests and several refinements throughout 1991 with
three restaurants in N.J. Tests showed excessive loss of reusable
containers, plus several logistical challenges related to pickups,
redelivery and sanitation. Further tests conducted in Canada and
Germany throughout 1992 produced the same results.
19. 15% supplier waste reduction.
Initial Time Line: December 1991
Status: Began distributing environmental questionnaire to suppliers in
1991. Their feedback and results are summarized annually.
20. Aggressively seek alternatives to the present wax coatings used on
meat shipping boxes to enhance their recyclability.
Initial Time Line: September 1992
Status: As of Sept. 1992, all meat suppliers directed to phase out of wax-
coated boxes and switch to either a poly-coated box (such as Lamilux) which
has the potential to be recycled, or bag-in-the-box (PE bags containing the
hamburgers making the box itself recyclable).
21. Keep McRecycle USA program growing within the McDonald's system.
Initial Time Line: Ongoing
Status: Have spent more than $890 million in first four years of
program, doubling our goal. On average, each McDonald's restaurant
spends $22,000 annually on recycled products. More than 600 companies
registered in McRecycle USA; have shared data base with 200 outside
organizations; more than 50 new suppliers being utilized; conduct annual
McRecycle awards to outstanding suppliers and McDonald's regional
offices.
22. Lightweight corrugated container for Big Mac.
Initial Time Line: 1993
Status: Changed to "F-flute" mini-corrugated container, extremely
lightweight -- 10% source reduction vs. former Big Mac wrap and collar,
with 40% recycled content. The recycled content represents a major step
in using more recycled materials in packaging used directly with food.
The recycled content in this new Big Mac container is in the middle
layer of a five layer structure, and meets all FDA requirements.
23. Reduce back flap on fry cartons.
Initial Time Line: 1993
Status: Redesigned fry carton to reduce paperboard usage by 13%.
24. Change case pack for cold cup and lids to increase corrugated
efficiency.
Initial Time Line: 1993
Status: Corrugated usage reduced by 18 lbs./store/year.
25. Reduce basis weight of Happy Meal Bags from 41# to 35# paper.
Initial Time Line: 1993
Status: Impact has been reducing paper usage by 45 lbs./store/year.
26. Test the use of a bulk condiment dispenser for customer use.
Initial Time Line: December 1991
Status: Five restaurant test commenced 1st Quarter 1992. Received good
customer reaction. Due to good economics and customer acceptance,
approximately 25% of McDonald's have phased into the bulk dispensers for
in-store use.
27. Test composting behind-the-counter organics in three Fairfield,
Conn. restaurants as part of a community program sponsored by the
National Audubon Society.
Initial Time Line: April 1992
Status: Composting completed in April; technical analysis and full
report completed by National Audubon Society and Procter and Gamble
(available upon request). Results confirm that McDonald's organic waste
is compostable.
28. Established an independent company in April of 1991 called TriAce
to manage solid waste and recycling within the McDonald's system.
Initial Time Line: April 1991
Status: TriAce went out-of-business in April 1993 due to financial
insolvency. Centralized approach to solid waste management was
confronted with insurmountable barriers, including decentralized nature
of the waste hauling business, municipal restrictions, and existing
long-term contracts. These factors helped contributed to a lack of
TriAce financial growth.
29. At biannual owner-operator convention in April 1992, full
recycling/composting to be included.
Initial Time Line: April 1992
Status: Recycled and/or composted virtually all waste from convention
site attended by more than 10,000 people for one week, including glass,
polystyrene, paper, corrugated and food waste.
30. Test Chicken McNugget bags vs. cartons.
Initial Time Line: 1st Qtr 1992
Status: Various sizes and different substrates tested. Bags found not
to meet product quality requirements, especially for moisture retention.
31. Use more soybean based inks.
Initial Time Line: 2nd Qtr 1992
Status: 20 piece McNugget test was positive. Phased-in for one
McNugget supplier. Soybean inks can only be run on flexo/off-set
printing presses; the majority of our suppliers use rotogravure. All
Happy Meals converted to soybean based inks.
32. Redesign Chicken McNugget box to reduce paperboard usage.
Initial Time Line: 2nd Qtr 1992
Status: Regional test with 20% source reduction was successful; being
implemented nationally in 1993.
33. Through redesign, reduce Happy Meal box and bag.
Initial Time Line: 1st Qtr 1992
Status: Implemented 20% reduction in Happy Meal bags and 25% reduction
in boxes in 1992.
34. Reduce size of Quarter Pounder wrap.
Initial Time Line: 1992
Status: Reduced Quarter Pounder wrap (1993 implementation) by one inch,
8%.
35. Lighter weight sundae cups.
Initial Time Line: July 1992
Status: Successfully reduced sundae cup by 5% with no quality or
performance impact.
36. Reduced corrugated needed for hot cups, coffee stirrers and cake
cones.
Initial Time Line: 1992
Status: Hot cups: reduced from 175# to 150# corrugated; downsized
coffee stirrer boxes by reducing head space created by new bulk
oriented inner packaging; cake cones boxes redesigned and reduced.
37. Issue load containment guidelines to all suppliers to minimize
shipping materials used in transportation.
Initial Time Line: May 1992
Status: Guidelines distributed in May of 1992. This includes a stretch
wrap specification which is totally recyclable, and the recommendation
to use liquid case lock in place of plastic stretch wrap wherever
possible. Tests of this concept has been successful.
38. Change raw french fry product packaging.
Initial Time Line: 1992
Status: Changed basis weight in corrugated packaging. All suppliers
and plants completed 42% reduction.
39. Change pickle packaging.
Initial Time Line: 1992
Status: Completed 350,000 lbs/year elimination for 2000 stores by
converting to new flex-pack. Planning to convert rest of system in
1994.
40. Reduce 10 ounce milk container reduction.
Initial Time Line: 1992
Status: Reduced previous package by 13%.
41. Evaluate the use of reusable coffee filters.
Initial Time Line: June 1991
Status: Quality Assurance Dept. has tested various alternatives and
have found none to meet our standards. Reusables compare unfavorably in
terms of sanitation and labor impacts.
42. Evaluate a reusable lid for salads and breakfast entrees.
Initial Time Line: September 1991
Status: One store test for salads produced negative results. Most
"reusable" lids disposed of within one week despite in-store signage and
crew reminders. Project discontinued June 1993.
43. Test a refillable coffee mug.
Initial Time Line: December 1991
Status: A special McDonald's environmental reusable mug has been
developed and made available to the McDonald's system for promotion use.
Not enough consumer usage for permanent promotion.
44. Incorporate waste reduction goals into full field audits for
distribution centers.
Initial Time Line: Ongoing
Status: A full waste characterization survey of D.C.'s completed in
April 1991. Environmental factors incorporated into full field
distributor audits effective in 1992.
45. Develop and test waste food processing machine for potential
restaurant usage.
Initial Time Line: 1993
Status: Worked with the Gas Research Institute to evaluate a new
machine to grind and dehydrate McDonald's food waste and use as animal
feed. The economic model showed a poor return on investment; project
discontinued 3rd quarter 1993.
46. Label packaging with recycled content specifics.
Initial Time Line: 1st Qtr 1992
Status: Began labeling post-consumer and pre-consumer content of
recycled packaging (e.g., carry-out bags, trayliners) in 1992. Consumer
research we conducted showed customers want to see that a package is
made with recycled content, but they do not understand the terms
post-consumer or pre-consumer. Will continue to label packaging with
recycled content specifics and will seek opportunities to educate
consumers on pre-consumer/post-consumer definitions.
47. Evaluate new packaging for dispensing Big Mac and tarter sauce in
behind-the-counter operations.
Initial Time Line: 1993
Status: Reviewed and evaluated supplier concepts, including working
models, for new and innovative packaging options. Potential source
reduction was up to 80%. Project was discontinued because of inadequate
return on investment.
48. Maximize the use of one material for inner bags and inner wraps
(low-density polyethylene film) to enhance recyclability.
Initial Time Line: 1991
Status: Virtually all behind-the-counter film (dry) is now low density
polyethylene.
49. Work with the emerging polyethylene recycling infrastructure to
establish a LDPE recycling program in one region.
Initial Time Line: 1992
Status: Approximately 80 stores tested behind-the-counter recycling in
Chicago, Indianapolis and Maine through TriAce throughout 1992.
Procedures and recycling manual have been produced and distributed to
regional offices. It is regional decision to recycle given local
factors such as infrastructure availability.
50. Testing distribution trucks picking up plastic after deliveries and
consolidating at distribution center where it would be sent off to
be recycled.
Initial Time Line: 1992
Status: Tested in Chicago with 50 restaurants. Logistically, the test
went well. Cost of program was prohibitive toward expansion.
51. Conduct a restaurant test of a starch-based material for consumer
cutlery to replace present plastic cutlery in order to evaluate its
functionality and compostability.
Initial Time Line: September 1991
Status: Reevaluated new cutlery reformulations in Jan. 1993.
Performance features improved to meet operational and customer
requirements. Project put on hold due to lack of composting
infrastructure, unknown environmental life-cycle assessment, and high
cost of product.
52. Test newsprint sheets for prep pan liners. (They use groundwood
pulp yielding higher pulp utilization and less chemical bleaching.)
Initial Time Line: 1993
Status: Implemented in all restaurants at end of 1993.
53. Conduct annual supplier conferences.
Initial Time Line: 1989
Status: Conducted fifth annual Perseco Supplier's Conference in
October, 1993 with top packaging suppliers. Will continue annually.
54. Initiate supplier recognition program.
Initial Time Line: 1992
Status: In 1993 established McDonald's Earth Effort Packaging Award
recognizing significant environmental achievement from suppliers with
McDonald's packaging. Will award annually.
55. Continue annual waste characterization study.
Initial Time Line: 1991
Status: One store Buffalo test completed in Dec. 1993. Will update
annually.
McDONALD'S RECYCLED PACKAGING
1993 Actual 1994 Goals
----------- ----------
Average Average
Percent Percent
Total Recycled Total Recycled
Recycled Content Recycled Content
Packaging Item Content (PCM/PIM) Content (PCM/PIM)
-------------- -------- --------- -------- ---------
Big Mac Container 40% 15/25% 40% 15/25%
Carry-Out Bag 100 50/50 100 70/30
Napkins 100 30/70 100 35/65
4-Hole Drink Trays 100 92/8 100 92/8
Happy Meal Bags 100 65/35 100 75/25
Happy Meal Cartons 100 40/60 100 60/40
Trayliners 100 10/90 100 10/90
Sandwich Wraps 20 0/20 50 0/50
Jumbo Roll Tissue (JRT) 100 40/60 100 40/60
Toilet Tissue 100 20/80 100 20/80
Roll Towels 100 20/80 100 20/80
Corrugated 35 10/25 40 25/15
Cold Cups 50 10/40
French Fry Cartons 50 25/25
Insulated Wraps 20 10/10
PCM = Post Consumer Material
PIM = Post Industrial Material
McDONALD'S CORPORATION
ENVIRONMENTAL AWARDS AND RECOGNITIONS
------------------------------------------------------------------------
1991 - 93
Rated #1
Cambridge International Reports
Americans have rated McDonald's the most environmentally responsible
according to Cambridge Reports/Research International for the years
1991, 1992, and 1993.
------------------------------------------------------------------------
1991 and 1993
Rated #1
The 1991 and 1993 Green Gauge Report by the Roper Organization
"The top company associated with having a 'good reputation' on
environmental issues is McDonald's." The Roper Report
------------------------------------------------------------------------
1991
The National Recycling Coalition's
Fred Schmitt Award
Honors McDonald's and EDF as winners for outstanding environmental
leadership at 10th National Recycling Congress & Exposition
------------------------------------------------------------------------
1991
Green Thumbs Up Award
For exceptional efforts towards fulfilling environmental responsibility
and ecological awareness with the public
Recognized McDonald's "Let's Get Growing America" program. McDonald's
gave over 9,000,000 trees to customers.
------------------------------------------------------------------------
1991
Illinois Recycling Association Award
To McDonald's and EDF for their partnership in developing waste
reduction and recycling programs
------------------------------------------------------------------------
1991
President's Environment and Conservation Challenge Award
Recipient of the first White House environmental award for McDonald's
partnership with Environmental Defense Fund.
------------------------------------------------------------------------
1991
Silver Anvil Award
Recognizes outstanding public relations programs of business.
For the introduction of McRecycle USA, McDonald's commitment to spend
$100 million per year on recycled products.
------------------------------------------------------------------------
1992 and 1993
AmeriStar Award
(Environmental Packaging Competition)
1992: For McDonald's new 100% recycled brown carry-out bag
1993: For new Big Mac container
------------------------------------------------------------------------
1993
3M Scotchban (TM) Innovation Award
Category: Paper/Environment
Grand Prize for New Big Mac container (40% recycled content;
10% lighter);
------------------------------------------------------------------------
1993
Certificate of Environmental Achievement
The National Environmental Awards Council
Presented to McDonald's for its Waste Reduction Action Plan. It
"recognizes this outstanding program in the fourth edition of Renew
America Environmental Success Index"
------------------------------------------------------------------------
1993
Corporate Social Responsibility Award
Society for Advancement of Management
For McRecycle USA: "McRecycle USA was selected as the type of corporate
effort which established a standard to which other organizations can
aspire."
------------------------------------------------------------------------
1993
Massachusetts Packaging Challenge Award
Received "Silver" award for use of high levels of recycled content in
McDonald's packaging.
------------------------------------------------------------------------
1993
World Star Award
From World Packaging Organization
For new Big Mac (F-Flute) packaging
------------------------------------------------------------------------
Updated 4/1/94
BROCHURE:
FRONT COVER:
THE PLANET WE SHARE
[graphic depiction of a globe]
[McDonald's Logo - bottom right]
INSIDE OF BROCHURE:
THE PLANET WE SHARE.
Every McDonald's (registered TM) restaurant is committed to
protecting our environment. Not just for this generation, but for
generations yet to come. That's the idea behind McDonald's Earth
Effort.
McDONALD'S EARTH EFFORT. (TM)
McDonald's Earth Effort is a far-reaching program that starts with
the three waste reduction principles: reduce, reuse, recycle, then goes
beyond to include our policy of not using beef raised on rain forest
land. Using energy-efficient equipment. Developing educational
programs for schools. And more.
McRECYCLE USA. (registered TM)
For recycling to really work, there have to be people who want to
buy recycled products. That's why we started McRecycle USA. It's the
most visible part of McDonald's Earth Effort - a commitment that
McDonald's will buy at least $100 million worth of recycled products
every year for the building, operating and equipping of our restaurants.
McDonald's is the largest user of recycled paper products in our
industry. Our carryout bags are made from recycled corrugated boxes and
newsprint. And our takeout drink trays are made from recycled
newspapers.
But our use of recycled materials goes far beyond paper products.
Your local McDonald's may have walls built of insulated concrete blocks
made with recycled photographic film. Or roofing tiles made from used
computer casings. Or a soft, colorful McDonald's Playland (registered
TM) surface made from recycled automobile tires.
The really good news is that in just two years, we've bought $400
million worth of recycled products through the McRecycle USA program -
twice our goal.
WE'RE CUTTING DOWN ON OUR TRASH.
It's called "source reduction," and it's the most effective way to
combat the garbage problem. So when a leading environmental group - the
Environmental Defense Fund - asked us to form a joint task force on the
subject, we agreed. Together, we've found lots of ways to reduce
McDonald's solid waste.
One good example is our switch from foam packaging to paper wraps
for our sandwiches, like our Quarter Pounder (registered TM) With Cheese
sandwich. That Earth Effort reduced the volume of our sandwich
packaging by 90%. We've also reduced waste in other areas, from napkins
to Happy Meal (registered TM) bags to shipping boxes.
WE DON'T USE BEEF RAISED ON RAIN FOREST LAND.
It's a simple but important part of McDonald's Earth Effort.
Tropical rain forests play a vital role in the Earth's ecology.
Therefore, McDonald's does not, has not, and will not permit the
destruction of tropical rain forests for our beef supply. Nowhere in
the world do we purchase beef raised on rain forest (or recently
deforested rain forest) land. And everywhere, we continue monitoring
our beef suppliers to make sure this policy is strictly enforced.
MOST EFFORT FOR OUR EARTH.
Over two decades ago, McDonald's began looking for ways to conserve
energy in each individual restaurant. That effort continues today, with
most of our restaurants using the latest energy-efficient equipment.
For the last 20 years, we've also developed educational programs
for local schools on ecology and other environmental topics. Local
McDonald's restaurants have also sponsored tree-planting and litter-
pickup drives.
BACK COVER:
Our environmental efforts were recognized by the White House with
one of the first-ever President's Environment and Conservation Challenge
Awards. McDonald's has also received the National Recycling Coalition's
Award for Outstanding Corporate Leadership.
WE LIVE HERE, TOO.
That's the real power behind McDonald's Earth Effort. The people
who work in your McDonald's restaurant also live in your community. And
they're as dedicated as you are to making sure that the neighborhood -
as well as the planet - we share is as clean and healthy as possible.
For all of us.
[graphic of a flower using
McDonald's Golden Arches as petals (TM)
with the wording
McDonald's Earth Effort (TM)]
For more information, write: McDonald's Customer Relations, McDonald's
Corporation, Oak Brook, IL 60521.
(McDonald's Recycled Paper logo)
Printed on Recycled Paper/10% post-consumer/50% pre-consumer
(copyright)1992 McDonald's Corporation
BROCHURE:
FRONT COVER:
McDonald's
McDONALD'S
COMMITMENT TO THE
ENVIRONMENT
[graphic of a flower using
McDonald's Golden Arches
as petals TM]
OUR RESOURCE
CONSERVATION AND
ENERGY POLICY
Earth Effort
(TM)
INSIDE OF BROCHURE:
TO OUR CONSCIENTIOUS CUSTOMER::
We know our customers care about the environment - and so do we. This
brochure was developed to let you know some of the important
environmental practices McDonald's has initiated in recent years. While
we've been committed to preserving the environment since Ray Kroc opened
his first McDonald's restaurant in 1955, I think you'll find our list of
recent efforts very impressive. For example, in 1991, McDonald's
received an important honor - "The President's Environmental and
Conservation Challenge Award." President George Bush presented the
award to McDonald's and the Environmental Defense Fund (EDF) for an
unprecedented, cooperative effort in developing McDonald's Waste
Reduction Action Plan, one of the most comprehensive solid waste
reduction programs ever created. Awards often mean the end of a
process. But not in our case...as our environmental policy states,
McDonald's realizes that in today's world, a business leader must be an
environmental leader as well. And, that means continually searching for
ways to improve our environment - it's a process that never stops.
Please take a few moments to read this brochure. In addition to
outlining our "Commitment to the Environment" policy statement, it
includes some of McDonald's environmental initiatives, to give you a
better understanding of our ongoing efforts to aggressively search for
solutions.
/s/ Ed Rensi
Ed Rensi, President and CEO
McDonald's USA
"COMMITMENT TO THE ENVIRONMENT"
McDonald's Policy Statement - McDonald's believes it has a special
responsibility to protect our environment for future generations. This
responsibility is derived from our unique relationship with millions of
consumers worldwide whose quality of life will be affected by our
stewardship of the environment. We share their beliefs that the right
to exist in an environment of clean air, clean earth, and clean water is
fundamental and unwavering. We realize that in today's world, a
business leader must be an environmental leader as well. Hence, our
determination to analyze every aspect of our business in terms of its
impact on the environment, and to take actions beyond what is expected
if they hold the prospect of leaving future generations an
environmentally sound world. We will lead, both in word and in deed.
Our environmental commitment and behavior are guided by the following
principles:
EFFECTIVELY MANAGE SOLID WASTE
We are committed to taking a "total lifecycle" approach to solid waste,
examining ways of reducing materials used in production and packaging,
and diverting as much waste as possible from the solid waste stream. We
will follow three main courses of action: reduce, reuse, and recycle.
REDUCE
We will take steps to reduce the weight and/or volume of packaging we
use - eliminating packaging, adopting thinner and lighter packaging,
changing manufacturing and distribution systems, adopting new
technologies, or using alternative materials. We will continually
search for materials that are environmentally preferable.
REUSE
We will implement reusable materials whenever feasible within our
operations and distribution systems as long as they do not compromise
our safety and sanitation standards, customer service and expectations,
and don't conflict with other environmental or safety concerns.
RECYCLE
We are committed to the maximum use of recycled materials in the
construction, equipping, and operations of our restaurants. We are also
committed to recycling and/or composting as much of our solid waste as
possible. We will change the composition of our packaging, where
feasible, to enhance recyclability or compostability.
CONSERVE AND PROTECT NATURAL RESOURCES
We will continue to take aggressive measures to minimize energy and
other resource consumption through increased efficiency and
conservation. We have never permitted the destruction of rain forests
for our beef supply and we never will.
ENCOURAGE ENVIRONMENTAL VALUES AND PRACTICES
Given our close relationship with local communities around the world, we
believe we have an obligation to promote sound environmental practices
by providing educational materials in our restaurants and working with
teachers in the schools. We intend to continue to work in partnership
with our suppliers in the pursuit of these policies. Our suppliers will
be held accountable for achieving mutually established waste reduction
goals, as well as continuously pursuing sound production practices that
minimize environmental impact. Compliance with these policies will
receive consideration with other business criteria in evaluating both
current and potential McDonald's suppliers.
ENSURE ACCOUNTABILITY PROCEDURES
We understand that a commitment to a strong environmental policy begins
with leadership at the top of an organization. Therefore, our
Environmental Affairs officer has broad-based responsibility to ensure
adherence to these environmental principles throughout our system. This
officer reports to the Board of Directors regarding progress made toward
specific environmental initiatives. We are committed to timely, honest,
and forthright communications with our customers, shareholders,
suppliers, and employees. And, we will continue to seek the counsel of
experts in the environmental field. By maintaining a productive,
ongoing dialogue with all of these individuals, we will learn from them
and move even closer to doing all we can, the best we can, to preserve
and protect the environment.
WASTE REDUCTION ACTION PLAN
In April 1991, McDonald's announced our comprehensive Waste Reduction
Action Plan. The plan initially detailed more than 40 initiatives,
pilot projects, and tests, now expanded to more than 95, that we will
implement to reduce solid waste in all aspects of our business.
Combined with the continued growth of local recycling programs, this
plan has the potential to divert 80 percent of the solid waste generated
by McDonald's restaurants from the U.S. waste stream.
PACKAGING CHANGES
After three years of developing and testing alternative packaging and
studying the scientific research with environmental experts like the
EDF, we switched to a paper-based wrap that reduces the volume of our
sandwich packaging by 80-percent. Our paper wraps also resulted in
significant reductions in energy consumption, air emissions, and water
pollution in its production. No other packaging on the market today
offers such dramatic environmental benefits.
OUR COMPREHENSIVE RECYCLING PROGRAM
McDonald's has taken a total approach to recycling by recycling and/or
composting everything we can, using recycled materials as much as
possible, and closing the loop by creating new-end markets for recycled
products. Most McDonald's restaurants across the country are already
recycling all of their corrugated, some of which is used to make our
unbleached, 100-percent recycled carry-out bags. McDonald's is one of
the largest users of recycled materials in the U.S. Our Big Mac
packaging is 40-percent recycled, of which 15-percent is post-consumer
material. McDonald's Happy Meal boxes and bags, napkins, and drink
holders are made from recycled paper. Since 1991, through our McRecycle
USA program, we have purchased more than $200 million annually on
recycled materials in new and remodeled restaurants. McRecycle USA
establishes new end-markets for recycled products, which is critical in
making recycling viable and economically attractive. We've also
identified and approved more than 200 items that can be made from
recycled materials - furniture, cleaning equipment, desk supplies,
surfaces for Playlands, etc. - for use in our restaurants.
PAPER TASK FORCE
In 1993, McDonald's and five other organizations joined forces with the
EDF on a Paper Task Force to develop recommendations for increasing the
use of environmentally preferable paper and paperboard products.
Because the majority of McDonald's packaging is paper, we continually
work closely with our suppliers to do even more to make our packaging
environmentally sound.
LITTER
We realize that litter is a social problem, and we do our best to
encourage a litter-free environment. That's why, starting in 1955, Ray
Kroc picked up litter for several blocks surrounding his first
restaurant - a practice our restaurants still follow in daily litter
patrols. Also, all of our paper cups and bags carry the reminder,
"Please Put Litter In Its Place." Through the years, this message has
encouraged proper disposal.
RAIN FOREST PRESERVATION
The preservation of tropical rain forest land is a top priority at
McDonald's. We do not now purchase, nor have we ever purchased, beef
grown on rain forest land. We do not own any cattle. We buy all of our
beef and other restaurant products from approved suppliers. Wherever
possible, McDonald's suppliers are local in each country where we do
business. In the United States, we use 100-percent domestically grown
beef. In Europe, we use 100-percent European Economic Community (EEC)
approved beef. In Central and South America, our local suppliers
document that McDonald's beef comes from long-established ranches and
cattle ranges - not rain forest land. We do not import any beef from
rain forest land. We carefully check and double-check the quality and
the origin of all the beef we buy. All of our suppliers are instructed
to make sure none of our products are derived from rain forest land.
Any supplier who deviates from our strict policy on this will be
immediately terminated. This policy is closely monitored and strictly
enforced. In 1993, in partnership with Conservation International,
McDonald's and some of its suppliers invested $4 million in a project in
Costa Rica. The project loans money to farmers working to re-plant
areas of the rain forest that have been destroyed, and helps them
develop new sustainable agricultural practices.
BACK COVER:
ENERGY CONSERVATION
We recognize that the world's energy sources and natural resources are
limited. That's why we're committed to resource conservation in many
aspects of our business. As a proud member of the United States
Environmental Protection Agency's Green Lights Program, all of our newly
constructed company-owned restaurants will use energy-efficient bulbs
and ballasts for inside lighting. And, over the next five years, we'll
convert all of the inside lighting in our existing company-owned
restaurants. We strongly encourage our franchised restaurants to
convert as well. These systems significantly reduce pollution at the
manufacturing source. Our refrigeration equipment suppliers will
convert from CFC to HCFC refrigerants by the end of 1994 - a year
earlier than the government-mandated Clean Air Act deadline - to
eliminate CFC contribution to ozone depletion. We've worked with our
suppliers to develop more energy-efficient equipment, such as two-sided
grills for cooking hamburgers, and more efficient fryers. Also, many of
our restaurants have economical rooftop HVAC units which circulate the
air inside the restaurant every six minutes, using cool air from the
outside when it's available instead of air conditioning, thus saving
electricity. Since the early 1970s, McDonald's has worked to conserve
water. We've installed super-efficient water heaters and flow
restrictors to conserve water in our restaurants, and use hot water only
when necessary for health or sanitation reasons.
Please send your inquiries to:
McDonald's Environmental Affairs, McDonald's Corporation,
Kroc Drive, Oak Brook, Illinois 60521.
[McDonald's logo for recycling]
PRINTED ON RECYCLED PAPER
100% Post-Consumer Content with Vegetable-Based Ink
The following trademarks are owned by McDonald's Corporation:
McDonald's, Happy Meal, McRecycle USA, McDonald's Playland. (Copyright)
1994 McDonald's Corp. McD19169 - 4/94
BROCHURE:
FRONT COVER:
McRECYCLE USA
(registered TM)
[graphic depiction of a
McDonald's Restaurant building
with "McRecycle USA"
in the middle and 3 arrows surrounding it]
WHEN IT COMES TO
BUYING RECYCLED
PRODUCTS,
WE MEAN BUSINESS...
AT LEAST $100 MILLION
EACH YEAR!
INSIDE OF BROCHURE:
RECYCLED PRODUCTS FOR
CONSTRUCTION, REMODELING
AND EQUIPMENT
McRecycle USA has created a huge new market for products containing
recycled materials. These recycled products are used in interior and
exterior construction, decor, furniture or equipment. And they are made
of materials of every type and description - paper, wood, metals,
plastic, asphalt and others.
McDonald's has already identified dozens of items in present use that
can be made with recycled products. We want to find and buy as many of
these products as we can.
IF IT MEETS SPECIFICATIONS,
McDONALD'S WILL BUY IT.
McDonald's will consider purchasing any recycled product as long as it
meets specifications, standards of quality and is competitively priced.
McRECYCLE USA
REGISTRY SERVICE
1-800-220-3809
To assist producers and suppliers of recycled products, McDonald's has
established the McRecycle USA Registry Service. Manufacturers with
recycled products to sell can call toll-free at 1-800-220-3809 (Monday -
Friday 9:00 am to 5:00 pm EST) to register. They will receive
information by mail about the program and how to register their products
for McDonald's consideration.
[McRecycle Logo] McRECYCLE USA
McRecycle USA Registry Service
For Suppliers: 1-800-220-3809
POTENTIAL RECYCLED PRODUCTS
FOR McDONALD'S (registered TM) RESTAURANTS
CONSTRUCTION & SUPPLIES AND PAPER
REMODELING EQUIPMENT PRODUCTS
-------------- ------------ --------
Carpeting Booster seats Carry-out bags
Ceiling and floor tile Cloth towels Carry-out drink
Concrete curbing Doors and panels for carriers
Conference room chairs grills, fryers, etc. Corrugated boxes
construction lumber Drive-thru audio Happy Meal
Decorative siding system (head set, (registered TM)
Fencing & decking battery pack, cartons
Interior table tops battery case) Napkins
Insulation Highchairs Toilet tissues
Landscape edging In-store trays Tray liners
Landscape timbers Interior/exterior
Menu board frame signage
Office chairs and Mop buckets
tables Mop handles
Patio blocks Pallets
Patio tables and chairs Trash can liners
Playland equipment Trash receptacles
and components Utility carts
Playland surfaces
Restaurant seats
Roofing materials
Stepping stones
Tire stops
Wallboard
[graphic of a McDonald's Restaurant building with Golden Arch signage
(registered TM)]
McDONALD'S WANTS TO USE $100 MILLION OF RECYCLED
PRODUCTS ANNUALLY FOR NEW AND REMODELED RESTAURANTS.
(copyright) 1992 McDonald's Corporation
"Recycling is one of the most important environmental steps Americans
can take. But the lack of solid markets for recycled products has been
a barrier to many recycling efforts. We want to break that barrier.
"That's why McDonald's has created McRecycle USA -- a program that
commits us to spend an additional $100 million each year on recycled
materials which meet our specifications for quality and value. In this
way, we can use McDonald's purchasing power to help stimulate the demand
for recycled products of all kinds."
Ed Rensi
President, McDonald's USA
Chief Executive Officer
McRECYCLE USA
McRecycle USA is part of an environment leadership program that makes
McDonald's restaurants the largest single market in America for recycled
products.
The program represents McDonald's goal to spend a minimum of $100
million annually on recycled products used to build, remodel and equip
its restaurants in the United States.
A $100 MILLION
ANNUAL MARKET FOR
RECYCLED PRODUCTS
McDonald's builds and remodels hundreds of new restaurants each year in
the USA. That represents an annual budget of $400 million. Through
McRecycle USA, twenty-five percent of this amount - $100 million - will
be spent on products with recycled content.
BACK COVER:
McRECYCLE USA,
EXCEEDING ITS GOAL
When McRecycle USA was established in 1990, McDonald's set a goal of
spending at least $100 million on recycled products annually. In its
first two years of operation, McDonald's exceeded that goal, purchasing
more than $400 million worth of recycled products.
THE BENEFITS OF
McRECYCLE USA
The business market for recycled products was very limited before the
introduction of McRecycle USA. By making a $100 million annual
commitment to purchase recycled products of many types, McDonald's is
stimulating this market. When suppliers and manufacturers know that a
secure market for their goods exists, they are more likely to produce
recycled products.
The benefits of McRecycle USA extend far beyond McDonald's. McDonald's
shares the McRecycle USA Registry data base with other businesses, trade
associations and government agencies. This has led to the creation of
additional "buy-recycled" programs throughout the country.
[graphic depiction of a McDonald's Restaurant building with "McRecycle
USA" in the middle and 3 arrows surrounding it]
McRecycle USA
McDonald's Corporation
Kroc Drive #062
Oak Brook, IL 60521
[McDonald's logo for recycling]
Printed on 100% recycled paper
with 100% post-consumer content
[McDonald's logo for recycling]
BROCHURE:
FRONT COVER:
Facts & Resources
...in a small package...
[graphic of a flower using
McDonald's Golden Arches as petals (TM)
with the wording
McDonald's Earth Effort (TM)]
"When you're green, you're growing;
When you're ripe, you rot."
...Ray A. Kroc
INSIDE BROCHURE:
McDONALD'S RESTAURANT
WASTE PROFILE
A McDonald's restaurant serves about 2,000 customers and generates about
238 pounds of waste every day.
[pie chart showing:
3% Plastic Wraps, Syrup Jugs*
8% Liquids, Office Paper, Other*
4% Uncoated Paper (Napkins)**
7% Coated Paper (Sandwich Wraps)**
4% Polystyrene (Hot Cups, Lids, Cutlery)**
6% Non-McDonald's Waste (Diapers, Other)**
34% Food Wastes, Egg Shells, Coffee Grounds*
34% Corrugated Shipping Boxes*
* Behind the Counter
** Over the Counter]
80% of McDonald's waste is behind the counter
Largest single part of McDonald's waste:
corrugated boxes
(560 lbs/week/restaurant)
SOURCE REDUCTION
HIGHLIGHTS SINCE 1990
Since 1990, McDonald's has reduced packaging by more than 15 million
pounds per year through it's Waste Reduction Action Plan (WRAP).
[graphic depiction of WRAP with "Waste Reduction Action Plan"
beneath it]
- Changed to paper-based wraps and containers (80% volume reduction)
- Reduced size of napkin (8% reduction)
- Redesigned Chicken McNugget container to reduce paperboard usage
(20% reduction)
- Changed to flexible packaging for pickles (40% reduction)
- Changed 10 oz. milk container (13% reduction)
- Made sundae container lighter (5% lighter)
- Reduced corrugated needed for several products, including hot cups,
coffee stirrers, cake cones, and french fries (up to 42% material
savings)
- Reduced Quarter Pounder sandwich wrap (10% reduction)
- Reduced Happy Meal bags and cartons (20% reduction)
McDONALD'S ENVIRONMENTAL PARTNERSHIPS
SMITHSONIAN INSTITUTE (1989)
Rain Forest Trayliners
WORLD WILDLIFE FUND (1989)
Five million WEcology magazines for youth
KEEP AMERICA BEAUTIFUL (1989-today)
Leadership member
ENVIRONMENTAL DEFENSE FUND (1990-91)
Waste Reduction Action Plan: 42 initiatives to reduce,
reuse, recycle/compost McDonald's waste
GLOBAL RELEAF (1991)
Over 9 million trees given to customers
CONSERVATION INTERNATIONAL (1991)
"Discover the Rainforest" Happy Meal booklets
BUY RECYCLED BUSINESS ALLIANCE (1992-today)
Founding member of this National Recycling Coalition
group dedicated to increasing the purchases of recycled
products
STUDENT CONSERVATION ASSOCIATION (1993-today)
Created McDonald's All Star Green Teens: high school
student environmental recognition and educational program
US ENVIRONMENTAL PROTECTION AGENCY'S
GREEN LIGHTS PARTNER (1993-today)
Lighting energy conservation program
ENVIRONMENTAL DEFENSE FUND (1993-today)
Part of the Paper Task Force, with Time, Prudential,
NationsBank, Duke University, and Johnson & Johnson,
working together to buy more environmentally preferable
paper products
CONSERVATION INTERNATIONAL/CLEMSON UNIVERSITY (1993-today)
Restoring land in Central America's La Amistad Biosphere Reserve
US EPA'S WASTEWI$E (1994-today)
Participating in voluntary waste reduction program
NATIONAL AUDUBON SOCIETY (1994)
April 1994 "Earth Days" Happy Meal
NATIONAL AUDUBON SOCIETY/THE COMPOSTING COUNCIL (1994)
Participating in a "Food for the Earth," a composting initiative
of the foodservice industry
[graphic depiction of a McDonald's Restaurant building with "McRecycle
USA" in the middle and 3 arrows surrounding it]
McRecycle Dollars Spent
[graph showing following information:
1990 $205,000,000
1991 $210,000,000
1992 $227,000,000
1993 $250,000,000]
- Since conceived in 1990, McRecycle USA has spent nearly
$900,000,000 on recycled products of all kinds for the
constructing, equiping, remodeling, and packaging for McDonald's
restaurants.
[McDonald's logo for recycling]
McDONALD'S RECYCLED PACKAGING
[McDonald's logo for recycling]
- Each McDonald's makes a significant contribution in recycling by
using recycled material in packaging. Each McDonald's averages
spending $20,000 per year in recycled packaging.
Post-Consumer
Total Material %/ Primary
Recycled Post-Industrial Source
Item % Content Material % of Raw Material
---- --------- --------------- ---------------
Big Mac Container 40 15/25 Old Corrugated Boxes
Carry Out Bags 100 50/50 Old Corrugated Boxes
Napkins 100 30/70 Office Paper
4-Hole Drink Trays 100 92/8 Newspapers
Happy Meal Bags 100 65/35 Newspapers
Trayliners 100 10/90 Magazines
Sandwich Wraps 20 0/20 Industrial Scrap
Jumbo Roll Tissue 100 40/60 Office Paper
Toilet Roll Tissue 100 20/80 Office Paper
Roll Towels 100 20/80 Office Paper
Corrugated Boxes 40 20/20 Old Corrugated Boxes
- McDonald's has increased recycled content in packaging to an
average of 45% (compared to 17% in 1990).
- McDonald's U.S. Restaurants currently utilize 133,000 tons of
recycled packaging per year.
[graphic depiction symbolizing NO CFC'S]
None of McDonald's packaging uses any form of CFC's as a blowing
agent.
In 1987, McDonald's led the industry in the announcement to phase
out of CFC-12 as a blowing agent in foam packaging because of scientific
evidence linking it to ozone layer depletion.
In 1991, in conjunction with the phase out of polystyrene foam
sandwich packaging, McDonald's eliminated the use of HCFC-22 as a
blowing agent. The blowing agent used in hot cups and breakfast
platters is a hydrocarbon.
RESTAURANT LIGHTING ENERGY EFFICIENCY
[EPA Green Lights Partner symbol]
Easy To Do
Retrofit lamps with T-8's and change to electronic ballasts
Bottom Line Savings
Saves 25% off electrical lighting costs
Quality Better for Customer
30% better foot-candle brightness
Environmental Conservation
Pollution prevention of 30,000 lbs of CO2/year/store
Contact National Partner: Sylvania, Dick Sokol 800-323-0572
McDonald's Construction: Ed Ladewski 708-575-3627
SANDWICH PACKAGING SWITCH
BETTER FOR THE ENVIRONMENT
The switch to paper-based wraps was a significant improvement for the
environment.
ENVIRONMENTAL IMPACT
[Bar graph with no datapoints depicting the superiority of Quarter
Pounder wrap over Foam Clamshell in connection with energy, air
emissions, waterborne wastes, total solid waste]
- Overall, the paperbased wraps reduce waste volume by 80% and reduce
energy, air and water impacts by 86%, 40% and 80% respectively.
RAIN FOREST POLICY
McDonald's is committed to establishing and enforcing responsible
environmental practices in all aspects of our business.
As part of this commitment, it is McDonald's policy to use only
locally produced and processed beef in every country where we have
restaurants. In those isolated areas where domestic beef is not
available, it is imported from approved McDonald's suppliers in other
countries. In all cases, however:
McDonald's does not, has not,
and will not permit the destruction
of tropical rain forests for
our beef supply.
We do not, have not, and will not purchase beef from rain forest
(or recently deforested rain forest) land. This policy is strictly
enforced and closely monitored. Any McDonald's supplier who is found to
deviate from this policy - or who cannot prove compliance with it - will
be immediately discontinued.
[graphic depiction of the top of an award plaque]
1991 THE FRED SCHMITT CORPORATE LEADERSHIP AWARD from the National
Recycling Coalition for the Waste Reduction Action Plan developed
with the Environmental Defense Fund
1991 THE PRESIDENT'S ENVIRONMENT AND CONSERVATION CHALLENGE AWARD for
the partnership with the Environmental Defense Fund
1991-
1993 RATED #1 CORPORATION by consumers for environmental performance
(Cambridge Research International)
#1 CORPORATE ENVIRONMENTAL REPUTATION (by consumers)...Roper
Green Gauge Survey
1993 AMERISTAR ENVIRONMENTAL AWARD from the Institute of Packaging
Professionals for Big Mac package (50% recycled content; 10%
lighter)
CORPORATE SOCIAL RESPONSIBILITY AWARD from the Society for the
Advancement of Management for McRecycle USA program
[graphic depiction of the bottom of an award plaque]
ENVIRONMENTAL RESOURCES
Source/Cost
-----------
Videos & Brochures
McDonald's & the Environment Video OB $ 9.50
McDonald's & the Environment Brochure/100 OB
McRecycle USA Brochure EA Free
Rain Forest Imperative Video OB 5.15
Education
Environmental Action Pack OB 2.62
McDonald's Education Ambassador Kit OB 70.20
Municipal Solid Waste Poster OB 3.55
Nature Scope (Rain Forest Book) OB 6.87
Overview of Solid Waste Booklet (50) OB 26.90
Recycle With Soar Coloring Books (50) OB 16.65
Save the Rain Forest Poster OB 2.53
Setting Up A Recycling Program for your School OB 9.95
WEcology Magazine (35) OB 9.70
Premiums
3-R's Bookmarks (100) OB 4.80
Flying Disk (Recycled) GII .98
Litter Bags (3R's)(500) GII 27.95
Recycle With SOAR Coloring Books/50 OB 16.65
Out of Date Environmental Happy Meal Premiums DC's
Earth Effort Items
Lapel Pin GII $ 1.29
Lunch Bag GII 5.95
Recycled Pencils (12) GII 1.44
Refrigerator Magnet GII .29
T-Shirt GII 6.99
Travel Mug GII 1.79
In-Store Materials
Calling All Phone Books POP Kit (#76853) WW 54.27
Commitment to the Environment poster EA Free
Trayliners: Earth Effort, Kids Recycling DC's
Corral Signs/Static Cling Signs
World Wide (#K77353) WW 43.25
FastSigns (314-727-9100)
Forest Perma Signs (914-632-9892)
Altrua Marketing (800-443-6939)
Phone Numbers
OB - O'Brien Budd (800-762-7436)
GII - Group II Communications (800-421-4332)
EA - Environmental Affairs Dept (708-575-5779)
WW - World Wide (800-937-7671)
BACK COVER:
COMPLIMENTS
OF
McDONALD'S
ENVIRONMENTAL AFFAIRS DEPARTMENT
Bob Langert
Director of Environmental Affairs
708/575-5252
Lynn Heinlein
Environmental Affairs Coordinator
708-575-5779
Fax 708/575-3390
(copyright)
1994 McDonald's Corporation
[McDonald's logo for recycling]
PRINTED ON RECYCLED PAPER
15% Post-Consumer Content
50% Pre-Consumer Content
