The public pressure on corporations to adopt sustainable practices grows stronger by the day, but there’s no manual on how exactly they should do it.
To give itself some room to experiment before committing to a global roll-out, McDonald’s is testing out plastic-free restaurants in Germany and Canada.
Food & Wine reports that the first location to go green was a McDonald’s in Germany’s Mall of Berlin, which the burger behemoth dubbed the Better McDonald’s Store for 10 days in June. While some changes were pretty standard—paper straws and wooden cutlery replaced their plastic counterparts, for example—others demonstrated a commendable level of creativity. Condiments came in edible waffle cups, and burgers were served in wrapping made from actual grass.
According to a press release, the Berlin trial was a way of allowing customers and stakeholders to contribute to the discussion and provide feedback so McDonald’s could adjust its large-scale game plan accordingly.
“Normally, McDonald’s goes out with perfect solutions,” Diana Wicht, the sustainability department head for McDonald’s Germany, explained in the press release. “This time we said ‘We don’t have perfect solutions yet … Please help us!”
MCDONALD'S CUSTOMER RESPONSE
Unsurprisingly, customers did have some thoughts. The grass packaging was a straightforward success, and the waffle cups had a fair number of fans, too—though some felt the shape of the cups could be better optimized for dipping McNuggets. Straws presented more of a conundrum, because most people acknowledge that while plastic straws are evil, paper straws disintegrate too quickly to be a workable solution; some customers suggested completely eliminating straws for patrons dining in the restaurant simply by serving lid-less drinks. Wooden cutlery, however, was a flop; one of every two customers surveyed said it tasted “woody.”
Overall, McDonald’s deemed the experiment a success, and has opened two comparable stores in Ontario and British Columbia to gauge Canadian customers' responses.
The fast-food giant has also sprinkled smaller sustainability changes in other stores around the globe. McDonald’s Canada swapped out its napkins for smaller ones manufactured from recycled fibers, and McDonald’s UK is in the process of ditching plastic McFlurry lids and replacing plastic salad containers with recyclable cardboard versions.
Hopefully, the McDonald’s sustainability overhaul will also lead to the invention of a McFlurry machine that doesn’t break down so often.
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