McDonald’s New Zealand – CSR and Sustainability
As the largest Quick Service Restaurant in New Zealand,
McDonald's employs nearly 10,000 staff, spends about $150 million
on goods and services annually and sees about 1.2 million weekly
visitors. With a significant environmental and social footprint,
McDonald's continues to recognise its role to be a responsible
In 2015 McDonald's furthered its commitment to being a socially
responsible community partner by engaging Wright Communications to
develop the Planet Pillar section of the Keepin' it Real
McDonald's sought a strategy and action plan to address waste
minimisation, litter (in relation to packaging) and recycling to
meet its CSR and sustainability goals for the 'Restaurant of the
McDonald's wanted 'aspirational' bold solutions with specific
tangible targets that would drive shared value and demonstrate
noticeable customer change.
The Wright solution
Wright Communications undertook a comprehensive competitor audit
of key domestic and global QSR competitors looking at CSR
strategies and back-of-counter and front-of-counter waste disposal
and recycling systems. The team also visited McDonald's restaurants
and reviewed product packaging of both McDonald's and its
Wright Communications researched global best practice to
identify systems, processes and solutions that could be implemented
in New Zealand, ensuring McDonald's remained a leader in
The findings were mapped into a competitor matrix. They were
analysed and summarised to highlight trends and innovative
solutions. In addition, the team examined social trends in
sustainability as they relate to conscious customer demand, product
stewardship and economic practicality.
Wright Communications developed a robust strategy and action
plan that identified activities and potential partnerships for
McDonald's to engage with and embed sustainability into the heart
of the organisation. The team delivered designed creative that tied
together the findings and concepts.
McDonald's New Zealand now has a clear strategy to minimise
waste minimisation, manage litter and encourage recycling, which
can be rolled out in modules to franchises.
Wright Communications has played an integral part in helping McDonald’s to review its corporate social responsibility and sustainability activities in New Zealand, and apply a local lens to McDonald’s global strategies and frameworks.
National Communications Manager, McDonald's