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Corporate Social Responsibility at McDonald's

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Corporate social responsibility (CSR) or corporate citizenship entails companies behaving in a socia...

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Corporate Social Responsibility at McDonald's

  1. 1. Corporate Social Responsibility at McDonald's Corporate social responsibility (CSR) or corporate citizenship entails companies behaving in a socially responsible manner, and dealing with other business parties who do the same. With growing public awareness and demand for socially responsible businesses, it is little wonder that companies of today take corporate social responsibility into account when planning future socially responsible business operations. This case study on McDonald's social responsibility examines one such example of corporate social responsibility exemplified by McDonald's. McDonald's is the world's largest chain of hamburger fast food restaurants. According to the McDonald's Corporate Social Responsibility website, McDonald's take on corporate social responsibility or CSR of McDonalds is about taking action, achieving results and always maintaining open lines of communication with its customers and other key stakeholders. Sustainable Supply Chain Strategy McDonald's works with its suppliers to promote socially responsible practices in its supply chain as part of its supply chain strategy. This is part of its wider Framework for Corporate Social Responsibility. As described on its corporate social responsibility website, it has its own Code of Conduct for Suppliers which describes how McDonald's expects its suppliers to treat their employees. It has also sought to extend social accountability throughout its supply chain as part of its supply chain strategy. McDonald's has succeeded in supporting suppliers who are phasing out sow gestation crates in their supply chain. According to its website, currently, more than 50% of all Cargill's contracted hog farms are in new-generation systems that do not use gestation stalls. For example, McDonald's embarked on a sustainability project to improve conditions for farm workers in the Florida tomato industry in 2007, which in turn promotes good environmental practices in its land-based agricultural supply chain and makes the farm a sustainable business. Although McDonald's purchases only 1.5% of Florida's tomatoes annually, McDonald's and its suppliers instituted industry-leading grower standards that improved working conditions in these farms and made the farm a sustainable business.
  2. 2. Engaging the Community through Community-based Projects One approach to engaging in corporate social responsibility is through community-based development projects. Community-based and community-driven development projects have become an important form of development assistance among global socially responsible companies. An economic relationship implies a strategy of engaging the wider community into the core business activity of the company so that communities become embedded in corporate supply chain strategy to create a sustainable business. An example of this approach of McDonald's and its contribution to the communities is seen in launch of its Flagship Farms Initiative (FAI) in Europe. The program showcases seven "progressive farms" employing innovative farming practices across Europe and carries out research into how ethical farming practices can be incorporated into commercial farming systems. Another example is seen in the Sustainable Fisheries program which is in collaboration with the Sustainable Fisheries Partnership. This program defines sustainability standards that guide all of McDonalds's purchases worldwide for wild-caught fish that goes into making those Fillet-o-Fish and make the relevant fishery a more sustainable business. Corporate Philanthropy McDonald's also donates a portion of its pre-tax profits to corporate philanthropy as part of its efforts to be more socially responsible. McDonald's makes charitable contributions through the Ronald McDonald House Charities (RMHC) which aims to create, find and support programs that directly improve the health and well being of children. According to Clara Carrier of Ronald McDonald House Charities, in particular, the Ronald McDonald Care Mobile attempts to ensure that children in vulnerable communities can receive state-of-the-art medical and dental treatment to improve their health and strengthen the whole family. This health care on wheels program attempts to change children's lives and improve communities along the way. About the author Jo Bilson Jo Bilson is a management consultant with interests including venture capital and entrepreneurial finance. Popular stories Oil and Gas Accounting Top Five Places to See and Things to do in Italy
  3. 3. Balance Sheet Projections for Business Plans http://suite101.com/corporate-social-res ponsibility-at-mcdonalds-a211782

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