McDonald’s wishes to step up its reputation in environment and sustainability. Strong practices are the basis for its first annual social reporting.The report is drafted according to the C+ Global Reporting Guidelines and validated by PWC.

1. Doing well by doing good.
McDonald’s first annual social
report for the Netherlands.

2. At a glance
McDonald’s wishes to step up its
reputation in environment and
sustainability. Strong practices are the
basis for its first annual social reporting.
The report is drafted according to the
C+ Global Reporting Guidelines and
validated by PWC.

3. Situation Analysis
McDonald’s is market leader in the fast service sector. This comes with responsibilities which
McDonald’s is keen to uphold. An annual social report is a testimonial of McDonald’s good
environment and social practices. And it sets the ambitions for the near future, keeping
operations SMART.
Objectives
To publish an annual social report according to the Global Reporting Initiative’s guidelines and
validated at C+ level.
Strategy
Stakeholder involvement and internal drive. GRI guidelines ask for transparency and openness
to stakeholders. McDonald’s actively involved stakeholders in getting to its focus in reporting.
Internally, detailed facts and figures were provided to back up McDonald’s practices and
formulate ambitions.

5. Implementation
1 Stakeholder involvement
Key influences were identified based on a political issue monitoring and stakeholder anlysis.
• Bilateral conversations were organized with fifteen identified organizations at general
management level. Industry organizations where involved as were supply chain
organizations, Ministry of Economic Affairs and more critical voices as the Consumer
Union and environment NGO’s.
• Round Table stakeholder dialogue based on the findings of the bilateral talks. Issues
involved trends in recycling, transport and energy efficiency.
2 Internal drive
Detailed facts and figures were provided by operations involving all departments. These are
the foundations for the report.

6. Results
In September 2011, McDonald’s published
1. Bewuste levensstijl
• Kwaliteit en keuze
2. Beter milieu
its first annual social reporting in the
• Transparantie
• Afvalbeleid
Netherlands built on five strategic pillars:
• Verantwoord reclamebeleid
• Duurzame verpakkingen
• Energiezuinige restaurants
• Food Quality
• Balanced Lifestyle
• Environment,
• Community involvement
• Employer image.
The report is validated at C+ level of the
Global Reporting Initiatives guidelines.
5. Betrokken bij de samenleving
• Ronald McDonald Kinderfonds 3. Duurzame keten
• Sport en beweging • Duurzame inkoop en productie
• Lokale betrokkenheid • Dierenwelzijn
• Logistiek
The report is a firm statement of its
4. Ontwikkeling van onze mensen
• Talenten benutten
• Plezierige werkomgeving
environment and social good practices.
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A milestone in McDonald’s practice of doing
well by doing good… and tell about it.