Business | Features
Behind the Mc-scenes
McDonald's, having for so long served as global shorthand for junk food, has had to grapple with society's increasing distaste for unhealthy eating.
- By Jenny Wiggins, Financial Times
- Published: 00:00 March 2, 2007
McDonald's, having for so long served as global shorthand for junk food, has had to grapple with society's increasing distaste for unhealthy eating.
After introducing salads and sandwiches to its menus, the chain is still trying to make its food healthier. Late last year it announced plans to cut back on unhealthy trans fats.
In a bid to create greater transparency, McDonald's has been running an "open doors" programme in which customers are invited to go behind the scenes at restaurants and suppliers.
In Poland, 50,000 people have taken up the offer. The chain is also putting more nutritional information on packaging and sourcing foods from sustainable sources.
A new three-tier pricing strategy sells products at a range of prices for people on different budgets.
Another initiative involves introducing more McCafés - counters selling coffee and pastries inside McDonald's restaurants.
Hennequin says the group has more work to do in addressing consumers' environmental and ethical concerns. He wants outlets to use less plastic and recycle more. "I'm going to redesign packaging for Europe," he says.
The group is also sourcing more foods from sustainable sources and Hennequin plans to extend the use of Rainforest Alliance coffee beans throughout Europe. The beans, which are certified by a non-profit group that monitors environmental standards and workers' welfare, are currently used only in the UK.
In the long term, Hennequin hopes his changes will transform McDonald's image from a "fast food" restaurant chain into one known for serving "good food fast".
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