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2008 Highlights
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2005
2006
2007
Weve picked up where we left off. Since we issued our last corporate
responsibility report in 2006, weve continued to work across the
McDonalds system, and with outside stakeholders, to continuously improve
our social and environmental performance.
Our Key Performance Indicators allow us to evaluate our progress on key
areas over time, so we can identify opportunities for future improvement.
2006
2007
57
89
93.5
92
534
521
562
513
2005
employment experience 8
NA
NA
6.1
6.1
NA
NA
9.9
10.9
100
100
100
100
100
100
79.49
80.69
82
84
Percent of managers who feel the person they report to supports their professional development
80.310
81.610
8211
8311
2004
Years
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2004
N/A
63.6
64.9
53
N/A
42
42
42
NA
44
46.2
49
NA
NA
26.4
26.7
community
100
100
environmental responsibility
NA4
NA4
1.15
1.15
NA4
NA4
1,707,921
1,882,961
NA
0.1396
0.1387
0.1357
NA
$60.9
$9.2
$13.3
$40.5
$13.6
NA
$10.6
$1.4
$1.6
$1.7
$1.9
Social Taxes
$345.3
$382.3
$4936
$6216
NA
31.56
33.17
29.87
Corporate responsibility
means many things
to many people.
At McDonalds, being
a responsible company
means living our
values to enable us to
serve food responsibly,
and work toward a
sustainable future.
Jim Skinner,
CEO M c Donalds
Corporation
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is really committed
First published more than 40 years ago, the Standards were revised
again in 2008. At the heart of the Standards are three basic principles
personal accountability, open communication and responsible action.
McDonalds.
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keeping score
tion International to
initiative to measure
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brought in Conserva-
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of sustainability. The
Environmental Score-
Our Happy Meal toys are made exclusively for McDonalds by our safetyapproved suppliers.
Did you know
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Like our own employees, our suppliers employees are important to the
success of our system. So, we strive to work with suppliers who share our
values, and we expect our suppliers to share our support of fundamental
rights for all people; to treat their employees with fairness, respect and
dignity; and to follow practices that promote health and safety.
Over 3,000 animal welfare audits have been conducted since 2003.
99% of our approved abattoirs were audited for animal welfare in
2007, and 99.2% of those passed.
We are working with our direct suppliers to measure and reduce water,
energy, air and waste impacts through our Environmental Scorecard
and to improve fishing practices through our Sustainable Fisheries Program.
Further upstream, we are working with NGOs and industry partners on
rainforest protection efforts.
Did you know
M c Donalds, Greenpeace
and the Amazon
well seasoned
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McDonalds is just
hamburgers I dont
customer preferences
different evolutions
that the McDonalds
menu has gone through
over the years.
Chef Dan Coudreaut,
M c Donalds USA
10
Food Communications
How and what we are
telling our customers
We completed the rollout of our Nutrition Information Initiative (NII) providing easy-to-understand bar chart icons to communicate
the amount of calories, fat, sodium, carbohydrates and protein in each
of our core products on our packaging to 20,000 restaurants worldwide
in 2007.
Nutrition information on our products is available to customers in all
of our nine largest markets on in-store brochures, company websites and
other innovative means .
McDonalds worldwide
promotion of Shrek the
Third represented McDonalds
single biggest promotion of
fruit, vegetables and milk in our
brands history.
Shrek is a registered trademark of
DreamWorks Animation L.L.C.
Shrek the Third & 2007 DreamWorks
Animation L.L.C.
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environmentally
friendly kilowatt hour
Striving for greater energy efficiency
In 2007 and 2008, McDonalds was ranked second among food service
companies by Climate Counts, designating our company in the
organizations Starting category, as a better choice for the climate
conscious consumer.
McDonalds restaurant managers are equipped with a variety of
energy management tools, including restaurant energy surveys
and audits, fire-up schedules, and in selected restaurants, Energy
Management Systems (EMS).
In 2007, McDonalds USA was named an Energy Star Partner of
the Year by the U.S. Environmental Protection Agency.
14
Less is more
McDonalds France
Beaugrenelle restaurant
in Paris with an array of
sustainability enhancements
and environmentallythemed decor.
Beyond the food, the places where our customers enjoy our offerings
our restaurants have an impact on the environment as well. We are
learning by doing, and exploring how greener building strategies impact
economic and environmental performance.
Did you know
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managing success
Employement Experience
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Community
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For McDonalds,
giving back comes
in many shapes and sizes.
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Whatever shape it takes, the intent remains the same
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Giving back has always been fundamental to our business ever since
Ray Kroc founded the company more than 50 years ago. As a company,
and as individuals, we continue to seek ways to make meaningful impacts
on the communities where we live and work.
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20
Environmental responsibility
has long been a key component
of our commitment to corporate
responsibility. In 1990, we
first established our Global
Environmental Commitment, and
since then, we have been seeking
out, and acting on, ways to enhance
our environmental performance.
Jim Skinner
Chief Executive Officer
Educate Making the McDonalds system more aware of the true meaning
of our values and how they contribute to our success; engaging in open
discussion on the potential tensions between specific values; and sharing
innovations and best practices that stem from putting our values to practice
in tangible ways
Integrate Integrating values in key business processes such as employee
orientation and training and the development of leadership competencies
Measure Incorporating values into annual employee commitment survey
and employee performance appraisals
We believe that taking these types of actions will help continue our positive
financial performance and help us achieve our environmental and social goals.
Values are the key ingredient to delivering responsible food and striving
toward a sustainable future.
goals 2008-10
Sustainable supply chain
environmental
responsibility
employment experience
community
r e s p o n s i b l e f o o d f o r a s u s ta i n a b l e f u t u r e
2008 McDonalds. The following trademarks used herein are owned by McDonalds Corporation and its affiliates: McDonalds, the Golden Arches logo, The Golden Arches, Ronald
McDonald House Charities, Ronald McDonald House Charities logo, Ronald McDonald Family Rooms, and Ronald McDonald Care Mobile, RMHC, Hamburger University, Auto Mac,
Salads Plus, Happy Meal, Ronald McDonald name and character design and Clean Streets.
This report is printed on paper made from 100 percent post-consumer waste fiber. It is certified to the responsible forest management standards of the Forest Stewardship Council.
Design: www.faustltd.com
www.crmcdonalds.com