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Corporate Responsibility Report 2004
Table of Contents
Who We Are About This Report Feedback
Letter from McDonald’s USA Chief Executive Officer Responsibility & McDonald’s Business Plan
PRODUCTS: BALANCED, ACTIVE LIFESTYLES
Our Commitment Menu Choice Physical Activity Information & Education
PRODUCTS: RESPONSIBLE PURCHASING
Social Responsibility in Our Supply Chain Established Supply Chain Programs Food Quality & Safety Animal Welfare Supplier Social Accountability Environmental Policies Recent Developments Antibiotics Policy for Suppliers Beef Safety Changing Happy Meal Toy Batteries
PEOPLE: OUR GREATEST RESOURCE
Our People Priority Learning and Development Diversity
PLACE: IN YOUR COMMUNITY
McDonald’s in the Community Environmental Stewardship at the Restaurant Level Restaurant-Level Environmental Priorities Electrical Energy Use Packaging Targeting Waste Reduction Litter Communities Grow with McDonald’s Local Community Involvement World Children’s Day System Support for RMHC Education Health Care Youth Sports Support for Disaster Relief
Online Corporate Responsibility Resources & Report Credits
To download this report and learn more about McDonald’s U.5% of the restaurants are operated. mcdonalds.mcdonalds.html. company and our U. Approximately 85. is McDonald’s USA. Or e-mail us through the Contact Us section of our website.com/usa/good. The Plan to Win focuses our efforts on five key drivers of exceptional customer experiences. corporate responsibility efforts.S. please write to: Michael A.S. Feedback Your thoughts and perspectives help guide our activities and communications. Web addresses for other online documents referenced in this report are listed on the last page. We value and welcome your feedback. we have more than 30.McDonald’s USA Corporate Responsibility Report: 2004 Who We Are McDonald’s is a leading food service retailer.com/corp/values/socialrespons.S. Communications McDonald’s Corporation Oak Brook.. principles and policies are being implemented by our U. Worldwide. About This Report On August 5. The report is organized according to key elements of McDonald’s business strategy – the Plan to Win. under franchise agreements. McDonald’s issued its second Worldwide Corporate Responsibility Report. we have more than 12. in terms of both restaurants and revenues.mcdonalds. to address the corporate responsibility issues our customers and other stakeholders consider most material and relevant to our business. In the U.S. They serve more than 21.S.mcdonalds.000 restaurants in 119 countries. We manage this system based on geographic segments. 2004. 1 . IL 60523 For inquiries or input on other issues. This report highlights the corporate responsibility aspects of three of the P’s – Products.S.8 million customers a day. Donahue Vice President U. The report focuses on what the System is doing. Our Owner/Operators collectively employ approximately five times as many. on a global basis. each beginning with the letter P. For comments or questions about this report. Owner/ Operators and suppliers. by local independent business people – our Owner/Operators. please visit www.300 traditional restaurants. The largest. please use our toll-free customer hotline.320 satellite locations in facilities like hospitals.200 people in the U. The 2004 Worldwide Corporate Responsibility Report is available at www. You may access the section from any page of the website or any page of McDonald’s corporate website.html. 1-800-244-6227. www. plus approximately 1. People and Place.com. We provide employment for approximately 85.com/usa/html. This report complements the worldwide report by highlighting the ways McDonald’s global core values.
Ray Kroc. Corporate responsibility used to mean supporting charitable organizations. This report. Owner/Operators and suppliers – thank you for all you do to give life to our commitment to corporate responsibility. So. This report is part of our effort to share what we’re doing and foster dialogue we all can learn from. to our U. Today. is only one step in our progress. But we know we can do more. Our customers want to know we care about the issues important to them.S. We can do more in the communities we serve. And modeling diversity in all we do. Energy conservation. Candidly speaking. active lifestyles. established our tradition of community involvement. We have come far since our founder. And to our customers. employees. We’re dedicated to doing the right thing because it is the right thing to do – and because our customers expect it of us.letter from chief executive officer. We work every day to deserve their trust. what we have achieved and what we aim to accomplish. It means so much to me personally – as it does to all of our employees – to know that McDonald’s is dedicated to providing leadership on all of these issues and more. this definition has broadened – and so has our commitment. business. Issues such as leading balanced. though. mcdonald’s usa Our customers expect a lot from us — AS THEY SHOULD. I want to begin by saying how proud I am to introduce the first corporate responsibility report for McDonald’s U. So we’re committed to enhancing our efforts because doing good is fundamental to who we are and what we stand for.S. Being a good employer and providing lifelong opportunity for our people. sponsoring events in the community and extending a helping hand to those in need. We can do more for our employees. Mike Roberts Chief Executive Officer McDonald’s USA 2 . our customers expect a lot from us – as they should. shareholders and others – we hope this report gives you some insight into what we’re doing. And we can do more for our customers.
to provide training and other opportunities for personal and professional growth and to promote job satisfaction. We have a responsibility to maintain and build trust with all our stakeholders by ensuring that our marketing and communications efforts are truthful and appropriate. We have a responsibility to manage our business by integrating environmental considerations into daily operations and by constantly seeking ways to add value to the community. by collaborating with experts to understand issues and opportunities and by inspiring the people in our System – company employees. Our Responsibility We have a responsibility to provide a variety of safe. people Our well-trained employees will proudly provide fast. friendly and accurate service with a smile. Plan to Win Vision products We will serve food and beverages people prefer to enjoy regularly. price We will be the most efficient provider so that we can be the best value to the most people. promotion All of our marketing and communications will be relevant to our customers and consistent with our Brand. We have a responsibility to maintain our values and high standards as we provide food that is affordable to a wide range of customers. in a way that delights our customers. quality product choices that our customers trust and to partner with suppliers that operate ethically and meet our social responsibility standards. relevant and inviting to the customers of today and tomorrow.Responsibility at McDonald’s Responsibility at McDonald’s means striving to do what is right. the Plan to Win. place Our restaurants and drive-thru’s will be clean. being a good neighbor in the community and integrating social and environmental priorities into our restaurants and our relationships with suppliers and business partners. We pursue our commitment to corporate responsibility in addressing each of the five critical success factors of our business plan. Owner/Operators and suppliers – to share and act on our core values. We have a responsibility to maintain a work environment where everyone feels valued and respected. 3 . We work toward responsible actions by understanding the perspectives and needs of our customers and other important stakeholders.
The trends in overweight Tommy Thompson U.Balanced. side and beverage alternatives with a variety of different nutritional profiles. In addition to these traditional favorites. Premium Salads In March 2003. each Premium Salad provides two servings of vegetables. Cathy Kapica Global Director of Nutrition McDonald’s Corporation “One of my highest priorities is to encourage healthy living and disease prevention. These days. we are adding main dish. We are committed to playing an important role in effecting positive change. motivating steps that fit those needs. I encourage more companies to follow their lead. We plan another new salad launch for 2005 and continue to test further expansion of our salad line. we provide tools that incorporate simple steps into an approach that is convenient and actionable. especially among children. A fourth Premium Salad was launched. a Step with It!™ booklet by noted exercise physiologist Bob Greene and a Stepometer™ – a small step counter customers can use to keep track of how many steps they take a day. “From sample menus for people with diabetes to fact sheets with ways to trim calories from meals. we introduced three mealsize Premium Salads topped with grilled or crispy chicken breast paired with Newman’s Own® dressings. as a limited-time promotional item. customers in diverse communities have formed local walking groups. fish. Ultimately. high-quality foods and beverages that can help people meet their everyday nutritional needs. we focus on preparing and serving safe. creating a range of choices that can fit into a balanced. Our goal is to provide leadership in our industry on the health and well-being issues that so many of our customers care about.S. active lifestyles for adults. Active Lifestyles and obesity. active lifestyles approach begins with our core menu. In 2003. Secretary of Health and Human Services April 2004 Menu Choice Our balanced. and the side salad provides one serving of vegetables.S. McDonald’s role as a socially responsible company is to understand the broader needs of our customers and to translate evolving science into realistic. eggs. chicken. require involvement and collaboration by many sectors. Products: bread and vegetables. 4 . milk. we launched our first ever Go Active! Happy Meal. In May 2004. active lifestyle. A side salad is also available. practical approaches in three areas – menu choice. It included a Premium Salad and bottled water.” Dr.” Go Active! Happy Meal for Adults Our Commitment As a food service company. McDonald’s is taking an important step in the right direction. We continue to explore approaches to supporting balanced. maintaining balanced. in May 2004. We are focusing our efforts on fun. which includes products made from staples such as beef. Department of Agriculture’s Food Guide Pyramid. This promotional Happy Meal for adults brought together all three elements of balanced living. physical activity and information and education. These choices include new fruit and vegetable offerings and Happy Meal options. And I appreciate McDonald’s contributions to this cause. active lifestyles for themselves and their families is high on the list. By promoting healthy behaviors among their customers. we sold approximately 150 million Premium Salads – about 300 million servings of vegetables. Based on the serving size defined by the U. But we also focus on other things our customers care about. Inspired by the promotion and related activities.
This program also raises funds for RMHC. which aims to coordinate and accelerate our worldwide efforts to support participation in regular physical activity. At the company level. adidas™ and the National Soccer Coaches Association of America (NSCAA).New Happy Meal Choices W recently completed successful tests e of new menu choices for Happy Meals. The Made For You cooking system allows customers to special order menu items to help meet their nutritional needs. our restaurants nationwide featured a Bob Greene trayliner. we introduced new Chicken McNuggets made with white meat. developed by The Coca Cola Company in collaboration with the National Association for Sport and Physical Education and the President’s Challenge Physical Activity and Fitness Awards Program (an initiative of the President’s Council on Physical Fitness and Sports). “Get Moving with Ronald McDonald” is a 30-minute. In this campaign. For the 2003 games. we launched. Helping Kids “Get Moving with Ronald McDonald” Physical Activity Physical activity is a critical component of the energy balance equation. 3. McDonald’s recently launched a global program called Go Active!. More than $3 million has been raised thus far. During his 36-day. Each visit included a special walking event. remarks by McDonald’s local Owner/ Operator and company leadership and a sampling of our newer menu items.” a quiz on balanced. Continuing the momentum of the Go Active! American Challenge. Greene walked and biked across the country to promote our balanced. Our Go Active! Happy Meal for adults implemented the program in the U. This core menu will effect a phase-out of the Super Size fry and drink options.S. McDonald’s announced the expansion of the successful Step With It! program. This event recognizes exceptional student athletes around the country for accomplishments both on and off the basketball court. we premiered a new Ronald McDonald show to help provide motivation for starting and maintaining a more physically active lifestyle. active lifestyles initiatives and encourage people to lead active lives. dancing and games to get kids and families moving. This program raises funds for Ronald McDonald House Charities (RMHC). McDonald’s USA has sponsored the McDonald’s All American High School Basketball Game since 1978. fun ways to incorporate fitness and exercise into their everyday lives. easy ways to add more activity to their daily schedules and live more balanced lives. in partnership with POWERade™. Leading the way.000 mile journey. The American Academy of Pediatrics provided a technical review of the show. we have sponsored both a Girls Game and a Boys Game. Other Menu Choices In November 2003. In 2004. For example. Bob Greene joined with us in an unprecedented public awareness campaign – the McDonald’s Go Active! American Challenge. summer camps and other appropriate venues. funfilled show that incorporates magic. We are also partnering with Bob Greene on other initiatives that incorporate his expertise about health and fitness into our physical activity and educational initiatives. 36 boys and 36 girls were selected by NSCAA as “best of the best” among high school seniors competing during the 2003-2004 school year. include: In 2003. Our restaurants also offer a Chicken McGrill sandwich. Based on USDA-defined serving sizes. 5 . Highlights in the U. each order of Apple Dippers contains one serving of fruit. In spring 2004. active lifestyles and abbreviated nutrition information for popular McDonald’s menu items. in 2003. This is part of a global phase-out of the Super Size option as a standard option in the McDonald’s System. McDonald’s USA has also co-sponsored McDonald’s All American Soccer Games. McDonald’s restaurants have long supported community-level youth sports. music. For the last three years. he met one-on-one with thousands of individuals and offered tips for fun. Fruit ’n Y ogurt Parfaits. It can be performed at McDonald’s restaurants. on a national basis: • 1% low-fat regular and chocolate Milk Jugs – cool containers that make drinking milk more fun • 100% pure Minute Maid® apple juice • Apple Dippers (sliced apples served with a low-fat caramel dip). which serve as motivators to increase daily walking.S. Continuing Support for Grassroots Sports and Amateur Athletics Promoting Walking In June 2003. all participating McDonald’s U. Since 2002. 100% orange juice and. During summer 2004. 2. at many restaurants. soup. with Greene’s “Tips for Leading an Active Lifestyle.500 top male and female high school basketball players were nominated and 48 final team members selected. Further Menu Developments By the end of 2004. Greene has recently visited 12 additional northern cities.S. We are working in various ways to help people identify realistic. The global program features Stepometers. community events. restaurants will have a national core menu that simplifies restaurant operations and provides a balance of choices for customers.
we are now engaging former Olympics athletes in local “Get Moving with Ronald McDonald” shows. including video segments and activity brochures. In fall 2004. McDonald’s recognizes a special opportunity to contribute to public health by providing balanced. Our comprehensive Food and Nutrition website provides a host of nutrition information. Dr. we began airing a series of 60-second What’s On Your Plate vignettes during children’s TV programming. customers with nutrition information on our food products for more than 30 years. Information & Education McDonald’s has been providing U. This site provides information on our initiatives. We are working with the Children’s Nutrition Research Center at Baylor College of Medicine in Houston on further child-focused 6 .Balanced. we launched an internal website on balanced. such as omitting mayonnaise Printable nutrition tip sheets Meal suggestions.S. answers to frequently asked questions and articles on health topics like teaching kids healthy habits and how to eat well and stay active on driving trips Products: interactive programs and in-restaurant educational materials on the importance of physical activity and nutrition. In addition to trayliners. carbohydrates or fat. Active Lifestyles McDonald’s has been a proud sponsor of the Olympic games since 1976 and a Worldwide Olympic Sponsor since 1997. To help reinforce its nutrition messages. which lets customers get nutrition facts on a meal of their choice Customize a Menu Item. menu information for people with food allergies and sensitivities. access to news about our efforts around the world and practical advice on an ever-increasing number of topics by McDonald’s Global Director of Nutrition. nutrition fact sheets for people with diabetes and fact sheets for those interested in topics like how to cut calories. Registered dietitians help develop and manage the site. Site features added or improved in 2003 include: • • Bag a McMeal. a clay animation character who helps kids learn to make choices for balanced eating and a healthy lifestyle. Cathy Kapica. we also re-launched the What’s on Your Plate nutrition education program. Building on this heritage. As a major employer. • • In 2003. wallet cards that show nutrient breakdowns and food exchanges. active lifestyles education and motivation for our own people. we will be launching an Olympic skills soccer program for youth soccer leagues across the U. we are expanding the ways we deliver the information and exploring new ways of making it relevant to personal menu choices. To further excite kids about going active. The program features Willie Munchright. we offer brochures. which allows customers to recalculate the nutrition information of menu items based on personal changes they specify. which was first introduced in 1992. education and menu planning tools. It is a comprehensive kit of classroom activity materials. We have renewed this commitment through 2012. Happy Meal nutrition values. In 2003. active lifestyles.S.
S. all of them stepped up to help us. And you’ve seen it already. the food manufacturers . Look at what McDonald’s has done.. Richard Carmona U. They’ve got more information for increasing health literacy for the population..” Dr.. Surgeon General June 2004 7 .“McDonald’s . They have a Happy Meal for adults that’s a healthy meal..
we know that our purchasing decisions influence what our suppliers produce and how. programs to purchase goods made with recycled materials. This initiative will help ensure that we and others can still buy high-quality whitefish many years from now. Our standards have served as a model for U. We are. we’ve seen McDonald’s recognize the business importance of a healthy environment. agricultural products. Center for Environmental Leadership in Business Social Responsibility in Our Supply Chain As a consumer with a very large shopping basket.S. Plans are then developed to monitor these points and provide for corrective action if potential problems are found.S. government regulations and other companies in our industry. we are pilot testing an assessment and goal-setting scorecard. The approach involves identifying hazards to which products may be exposed and the critical points where prevention must occur. In 1990.” Products: from which our suppliers source. We will use the criteria to assess the fisheries 8 . one of the largest purchasers of U. With their help. as they are to us. And we helped lead our industry by establishing animal welfare guidelines and a code of conduct for our suppliers that establishes expectations for their employment practices. Building on these. Our Socially Responsible Food Supply Initiative aims to develop a measurement system that will promote the long-term health and productivity of land-based agriculture and food processing systems in our supply chain. We work closely with our suppliers to incorporate socially responsible practices into their operations and build capabilities for continuous improvement. measurable criteria related to the environmental health and management of whitefish fisheries. Socially Responsible Food Supply Initiative Established Supply Chain Programs Food Quality & Safety Measures to ensure the quality and safety of McDonald’s products extend from farm to front counter. economic and environmental goals. They were introduced into our worldwide supply chain in the first half of 2004. in fact. Systematic Approach Glenn Prickett Senior Vice President Conservation International Executive Director.S. we have developed more specific social and environmental guidelines. It will also help ensure the continued supply Over the last several years. Environmental Guidelines on Fish Sourcing Our Environmental Guidelines on Fish Sourcing establish clear. Suppliers’ progress toward agreed-upon social responsibility goals will be a factor in our regular evaluations of supplier performance. Thus. and we will work with those that do not meet the criteria to encourage improvement. both to sustain the trust of customers and to sustain yields of high-quality raw materials for their products. “In the course of our 13-year partnership. we have collaborated with Conser vation International and The Natural Step – two nonprofit organizations with special expertise in this area – to develop a more systematic approach.Responsible Purchasing of high-quality ingredients we will need in the future. We know these objectives are important to our customers. Our suppliers must have a HACCP plan for every food they supply to McDonald’s. we inaugurated one of the first large-scale U. Our global food safety system is based on the Hazard Analysis Critical Control Point approach – a globally-accepted method of preventing food-borne illnesses. Working with Conservation International and five of our major suppliers. which provide a framework for our further work with suppliers. we have developed a vision for a socially responsible food system and related principles. supporting responsible actions in our supply chain helps to advance important social. McDonald’s USA has a history of leadership on supply chain-related social responsibility issues. We are now working on initiatives to incorporate social responsibility measures into our global fish and agricultural product supply chains.
Nestlé and Tyson. McDonald’s established an Animal Welfare Council of independent experts and. served accurately in a fast and friendly manner and a clean environment. hot.S.S. suppliers and completed 31 external assessments of U. all facilities that supply meat for our national U. Many of these suppliers are familiar brands that consumers choose for themselves. No such problems were involved in 2003. “For more than two decades. with the benefit of their advice. and Canada. our Laying Hen Guidelines specify 76 square inches as the acceptable minimum amount of living space per bird. Supplier Social Accountability Dr. fair compensation. issued global Animal Welfare Guiding Principles. For example. These guidelines apply to facilities dedicated to producing eggs for the McDonald’s System and are recommended for non-dedicated facilities. we introduced a new system – the Restaurant Operations Improvement Process (ROIP) – to evaluate how effectively our restaurants are meeting our hallmark Quality. he or she receives safe. our beef patty specification requires that hamburger patties be made from 100% beef.S.” Dr. prohibit the practice of withdrawing feed and water to induce molting and require that beak trimming practices comply with UEP standards. The aim is to ensure that every time a customer visits one of our restaurants. 9 . At the restaurant level. McDonald’s has had a far-reaching influence in providing greater public health protection through safer foods. food safety measures include: • Equipment designed with food quality and safety in mind • Food preparation procedures that incorporate safe food handling practices • Sanitation and food safety training for crew members and additional food safety training for entry into restaurant management • Food safety monitoring based on a checklist of important food safety standards and procedures. which many believe can lead to contamination with bacteria and the materials that cause the human equivalent of BSE. When McDonald’s started to make animal welfare requirements part of their quality assurance system. facilities that do not pass an audit are given 30 days to remedy problems unless egregious abuse.S. In 2003. good-tasting food. Company restaurant managers must complete the checklist daily. there is much more training and sensitivity to animals. fresh. menu were audited. As a result of their expectations. with specific criteria for each. The core of our global program consists of onsite meat processing facility audits and supplier training to ensure compliance with the Principles. Doyle Regents Professor and Director Center for Food Safety. We work only with suppliers who can consistently meet our standards. Under our procedures.Our product specifications incorporate quality and safety criteria. Safety and Cleanliness standards. safe and healthy work environments and more. We have numerous beef safety firewalls. supplier facilities assessments. with no additives or fillers. suppliers have responded well to the challenge. neglect or cruelty is involved.S.S. These dynamic systems will help ensure sustained compliance with our Code of Conduct by the whole spectrum of our suppliers in our diverse markets. ROIP involves onsite assessments of twelve essential areas. Consistent with recommendations of the Scientific Advisory Committee on Animal Welfare for the United Egg Producers (UEP) and our own Animal Welfare Council.S. we have supplemented our global Animal Welfare Guiding Principles with specific standards for egg suppliers. we have never permitted use of mechanical deboning. We are working with suppliers to help them develop their own systems of accountability so that they can identify and address problems on an ongoing basis. McDonald’s Code of Conduct for Suppliers establishes our expectations for reasonable work schedules. In 2002. suppliers and complete 372 U. U. In 2003. University of Georgia Animal Welfare In 2001. Food safety is one of these areas. We monitor compliance through external assessments and encourage continuous improvement by training and by requiring facility enhancement plans. Our goal for 2004 is to train 187 U. like Kraft. From promoting the implementation of food safety interventions in the slaughterhouse to developing automated grills for cooking hamburgers to educating thousands of employees annually in safe food handling practices. For example. McDonald’s has quietly been at the forefront in helping the industry address food safety issues. our supplier social accountability program trained 184 U. rather than only in the context of periodic assessments. supplier facilities. animal welfare leaped into the mainstream. Temple Grandin Colorado State University McDonald’s Principal Animal Welfare Consultant In the U.” “I have worked with McDonald’s and its suppliers for seven years. where needed. Michael P.
McDonald’s issued a broader global Policy on Antibiotic Use in Food Animals. At the end of the first quarter of 2004. our supply chain has included protections against BSE beyond those required by government agencies. our most senior Worldwide Supply Chain Management officer and our chief beef specialists. adopted in 1990.S. The requirements apply primarily to poultry suppliers. Food and Drug Administration. one of our key beef suppliers. Button cell batteries—the small. Some of these have been adopted and others are in the process of becoming final regulations. This program requires McDonald’s beef suppliers to certify that their suppliers are complying with a Food and Drug Administration ban against using cattle feed containing meat or bone meal from cattle or other ruminants. the major U. We also developed an agenda of regulatory priorities.S. This policy establishes principles to guide our suppliers’ uses of antibiotics For many years. Beef Safety Leadership Recent Developments Antibiotics Policy for Suppliers Over the past several years. scientific evidence has increasingly shown that disease-causing bacteria are developing resistance to antibiotics that were once effective. In 2003. therefore. Products: Following the identification of BSE cases in Canada and the U. make maximum use of recycled materials and recycle as much as we can. Since 1989. Research shows a connection to antibiotic misuse in humans but also to the use of antibiotics in food animals. We have responded with new policies for antibiotics use by suppliers to the McDonald’s System. worked closely with our toy suppliers to develop an alternative battery. beef and dairy producers associations. In 2001. use fluoroquinolones—a class of drugs used to treat human ailments.. we again offered federal policy-makers recommendations for strengthening BSE protections. McDonald’s USA agreed with our principal poultry suppliers that they would no longer.S. The meeting had several results. as proposed by the U.S. except in unforeseeable emergencies. Mercury is a natural l yoccurring element. initiated discussions with U. commits us to ongoing efforts to reduce the amount of materials we use in packaging.Responsible Purchasing Environmental Policies Supply chain practices in the U. but compliance by other suppliers will be a favorable factor in purchasing decisions. but when it enters the environment as pollution it can affect human health.S. One was the establishment of a standing International Scientific Advisory Committee to provide expert advice on beef safety. Our U. reuse materials when feasible. following an outbreak of BSE in continental Europe. programs. our beef specifications have included a policy against purchasing beef from rain forests or recently deforested rain forest land. performance and plans in these areas are discussed in the following chapter on Place. BSEcontaminated feed is believed to be the major way the disease is transmitted. Another was development of our feed certification program. Changing Happy Meal Toy Batteries 10 . reflect global environmental policies. we completed a phase-out of intentionally-added mercury in the batteries used in electronic toys for Happy Meals. in animal production. Our global environmental policy.S. Participants included representatives of the federal agencies responsible for BSE prevention and control. It also calls for the phase-out of the use for growth promotion of antibiotics used in human medicine. round batteries used to power toys— traditionally contain some trace amount of mercury. food safety and health agencies and built broad-based support for the priorities by engaging the principal grocery and restaurant trade associations. We subsequently testified in support of a nationwide mandatory ban on fluoroquinolones in animal feed. Four years ago. We. we convened a meeting of experts to review our firewalls and identify ways we might strengthen them even more.
We look after people – our employees. people can learn what it takes to succeed. using a broad range of materials developed at HU. planning. more than 34. Janice Fields.S. In 2003. Congress gained their first work experience as restaurant crew members. Managing Director of McDonald’sVentures. support for personal and professional development and recognition and rewards for good work. business owners. teachers. from restaurant crew members through executive officers. Global templates for the curriculum and materials help ensure high quality. President of our U.S. signifying that they are equivalent to courses offered by major colleges and universities throughout the U. As with crew member training. even some members of the U. their families and their communities. Mid-Management Training campuses around the world. specially-trained crew members. We have recently introduced a computer-based e-learning program. There is also a formal training program for prospective Owner/Operators and additional courses Owner/Operators may take for further business expertise. The hallmarks of our people programs are opportunity and inclusion. Standard operating procedures require training for all crew members.” We have formal learning and development programs in place worldwide and for employees at every level. there is a global core curriculum for restaurant management. and Mats Lederhausen. Claire Babrowski. Since 1961.000 U. available in both English and Spanish. Restaurant Management Training Ben Fitzpatrick Team Leader. Two core courses at HU develop essential consultant skills such as data collection and analysis. Illinois – the Hamburger University Fred L. just fast food. People: Our program provides a structured career path from entry-level crew duties to restaurant management and beyond. In our restaurants. employees participated in restaurant management courses. our Chief Restaurant Operations Officer.S. Our People Principles commit us to fair and respectful treatment. expert resources for restaurant managers and Owner/ Operators.000-square-foot facility at our headquarters in Oak Brook. better retention and greater employee satisfaction than instructor-led training. Completion of this curriculum is also a prerequisite for approval as an Owner/Operator. performance measurement and effective communications. Olympic gold medalists. Worldwide Mid-Management Development McDonald’s Corporation Our People Priority At McDonald’s. we know that people are our most valuable resource. crew member training has been delivered by experienced. Traditionally.Our Greatest Resource physicians. Our business strategy – the Plan to Win – hinges on well-trained people who are proud to work under the Arches. learning and development at McDonald’s has been centered at Hamburger University (HU) – our own learning academy. Approximately 39% of U. but we don’t let it be just that. It means a lot to be part of a system that cares about these things. Our studies indicate that the e-learning option tends to produce faster learning. consistency Crew Member Training Learning and Development “People say McDonald ’s is just hamburgers. including a main 130. So did our President and CEO Charlie Bell. Each course includes a self-study component and classroom sessions of three to five days each. full-time. There is also a self-study course in financial skills and an additional 12 . appreciation of diverse opinions. Owner/Operators are also former McDonald’s restaurant employees. as part of a blended approach. The American Council on Education has accredited HU courses. Turner Training Center. Experienced restaurant managers may become what we call “operations supervisors” and “business consultants” – that is. HU has seven and comprehensiveness.S. openness. Central Division.S.
the program awards a $1.S. the U. and diversity components are built into the training and development curricula for restaurant managers. approximately 640 employees received a total of more than $1. The success of the program is widely recognized. McDonald’s USA Chief Diversity Officer 13 . The sequence includes two further courses in leadership. For example. among others.S. Alabama Owner/Operators Max Cooper and Ed Levins provide college scholarship ”bonuses” for their restaurant crew members. To maximize outreach. The program has three main points of focus: • Education. Over the years. corporate employees may access approximately 450 online courses in business skills. Diversity Initiatives Program We have had a formal diversity program in the U. for the last two years in a row. responsiveness and appreciation of our commitment. the National Council of La Raza. Guidance. Owner/Operators and company-owned restaurants offer scholarships for student-employees through our National Employee Scholarship Program. Qualifying corporate headquarters and McDonald’s USA employees may receive partial reimbursement for tuition up to $5. McDonald’s has been named Best Company for Minorities by Fortune magazine. We view staff education as key to embedding diversity throughout the organization. Additional Training Opportunities Through the McDonald’s intranet.S. Every academic year. the NAACP. we maintain close relationships with diverse national and community organizations. These include. outstanding student-employee in each state and the District of Columbia and a $5.S. Indeed. Uniquely designed diversity education seminars are offered on a regular basis. since 1974. versions to accommodate disabilities. In 2003.000 in financial assistance. Outreach and Leadership. The library includes.250 per year for courses relevant to their present jobs or functions. we have a diverse customer base and one that is becoming even more so. Employees. Owner/Operators and suppliers who reflect the diversity of the market can help ensure culturally-sensitive environments and give us insights into how to best serve our customers’ diverse needs and preferences. is at a pivotal place in history with the increasing diversity of the population. coaching and strategic decision-making for department managers and directors. We have long promoted inclusion with ever-expanding opportunities because we want the best people and the benefits of varied perspectives. jobs they may become eligible for in the future or business courses in approved programs. U. secure independent online verification and certification of skills. community service and work. My task and my passion is to understand the implications for our customer base and our workforce and to translate differences into business enablers. it has a full-time staff of four. Birmingham. thousands of crew members have received a total of approximately $500. community service and commitment to delivering outstanding experience to our customers.000 scholarship to an Diversity Diversity As a Business Strategy We know that seeking diversity is good business strategy as well as good corporate citizenship. Headquarters and field office staffs receive expert guidance on such issues as building diversity into business plans.000 scholarship to the student-employee judged to demonstrate the highest commitment to school. where available. We also provide financial support for college and university coursework. skills and energies. the U. headed by a vice president. Employees may. coaching and problem-solving and developing partnerships in diverse communities. mid-level managers and executive officers. in many cases. software programs for essential business functions and programs used in graphic design and other media-related work. The changing demographics provide both opportunities and challenges for corporate America.course for consultants who will specialize in training. Some Owner/Operators provide additional financial support for employee education. even if not directly related to their job. Hispanic Chamber of Commerce. the National Urban League. • • “The U. the American Association of People with Disabilities and the World Congress and Exposition on Disabilities. Pan Asian American Chamber of Commerce. the Women’s Foodservice Forum. Today. Recipients are selected on the basis of academic excellence.S.” Patricia Harris Vice President.6 million in tuition support. Today.
56% 63. In our headquarters and U. A U. Owner/Operators 41. we have achieved measurable results in building an inclusive.9 billion in food and paper products from U. With strong top management support. Particularly significant is the diversity in policy-making and managerial ranks. 2003 and represent headquarters and U.1% of our headquarters and U. Indeed.84% MANAGERS 13.S. approximately 24% of officers. company workforce. 2004.05% Men Women These figures are current as of September 30.S. The categories used here are those established. Awards and Other Recognition Our diversity initiatives have earned recognition from a number of respected organizations. are minorities. regional and company-owned restaurant staffs.S.5% are women. company workforce are members of a racial or ethnic minority.S.58% Hispanic 27. directors and senior directors and managers. for the last two years.S. Equal Employment Opportunity Commission. Treasury Department and Small Business Administration report highlighted McDonald’s for effective strategies in minority franchisee and supplier recruitment and development.12% 12.90% 33.92% People: These figures are current as of June 30. division.” Approximately 53.20% 5. % IN WORKFORCE White (Not of Hispanic Origin) 46. by the U.09% 29. And in 2003 we purchased approximately $3. 2004.Our Greatest Resource Minority Men Minority Women Non-Minority Men Non-Minority Women OFFICERS 14. minority and women suppliers.S. Fortune magazine has ranked McDonald’s number one in its list of “best companies for minorities.06% 40.45% and women. • Patriot Award (2003) – League of United Latin American Citizens • PUSH-Excel Corporate Partner Award (2003) – Rainbow PUSH Coalition • Among Best Companies for Minorities (2003) – National Hispanic Corporate Counci Council 14 . include: • Best Company for Minorities (2003 and 2004) (also ranked among the best. Performance Results Our diversity initiatives are likewise reflected in our franchising and supply chain operations. not including managers of company-owned restaurants. As of June 30. and approximately 44% are women.74% Asian or Pacific Islander 3. for required employer reports.69% American Indian or Alaskan Native 3.S. DIRECTORS/DIRECTORS 12.58% 38. approximately 40% of U. Figures for managers do not include managers of company-owned restaurants.74% 7. high-performing workforce. and approximately 58. guidance and outreach.33% 50.S. Recent examples in the U. 2000–2002) – Fortune magazine.55% were minorities 58.94% Black (Not of Hispanic Origin) 18.27% SR.
but reduce our impacts on the environment and improve cost controls. managing our energy uses not only conserves energy sources like natural gas and coal.000 restaurants in the U. On the environmental side. lighting. Restaurant-Level Environmental Priorities A McDonald’s restaurant is a compact system that requires environmental resources. the cumulative effects are significant. They invest money in the community – as employers. energy management serves two compelling objectives – protecting the environment and controlling operating costs. cooling and heating required to serve up to 2.. Two key priorities.S.S. these principles are translated into programs responsive to local priorities and opportunities. But our restaurants play a broader role in the communities we serve. from both a business and an environmental perspective.In Your Community McDonald’s in the Community Many see their local McDonald’s as a place to have a meal or snack at a reasonable price. as in other countries. 550. I see a community leader running a successful business that employs people who may not find work otherwise. on average. Place: natural resources and encouraging environmental values and practices in the local communities we serve. On the cost side. And it is. efficient restaurants will not only increase customer satisfaction. In the U.. Environmental Stewardship at the Restaurant Level Approach to Environmental Management Our global environmental policy establishes guiding principles for our programs. It commits us to environmental leadership in effectively managing solid waste. taxpayers and purchasers of goods and services. and with more than 13. They sponsor community programs and help support the good work of Ronald McDonald House Charities (RMHC) and its local Chapters. conserving and protecting Tom Soma Executive Director Ronald McDonald House Charities of Oregon and Southwest Washington 16 .S. packaging and water.000 kilowatt hours (kWh) per year. I see customers whose children play on McDonald’s-sponsored teams. to support the cooking. they consume. Electrical Energy Use “When I see the Arches. but also reduces emissions associated with climate change. And I see a group of caring and committed individuals who help our Ronald McDonald House children and families every day. This means that running good. They also have environmental impacts.. We are working to better understand these impacts and how to manage them more effectively effectively.000 meals and snacks per day. we have found that energy management strategies can reduce energy expenditures by 10% – perhaps more. In the U. are energy consumption and solid wastes. such as energy. I look beyond a physical structure.” Electrical energy consumption is our restaurants’ most significant direct environmental impact. So for us and our Owner/Operators.
These provide better insulation and so can help keep the sandwiches hotter and fresher. The changes were among many initiatives to improve our customers’ experience. principally because we changed some of our sandwich packaging from flexible wraps to cardboard containers. Reducing packaging impacts is thus a second major priority – one we have pursued for nearly 15 years. The Team is implementing this strategy in a variety of ways.S.3% – again due to our 2003 packaging initiative. The new packaging was for the Quarter Pounder with Cheese. In 1990.Reduce energy price volatility to minimize cash flow impact .Reduce gas and electricity commodity costs Price risk management Environmental and social responsibility . the Big N’ Tasty. “Our partnership to reduce packaging waste was pivotal for the environmental community.S. The current strategy focuses on five areas and identifies priority actions and/or results for each. cost and our own food quality and safety standards. Crispy Chicken sandwiches and the Big Mac sandwich.1 We have continued implementing further changes.U.S. Through an ongoing series of changes in packaging design – for example. packaging reductions totaling 297 million pounds.S.Be recognized as an environmentally responsible company and an industry leader in energy conservation For the last three years.” Gwen Ruta Director of Corporate Partnerships Environmental Defense While seeking to reduce the amount of material used in our packaging. It was one of the first collaborations of its type in the U. approximately 24. They also hold the sandwich in place.5 million pounds per year.6 tons of packaging each. Our approach to the issues exemplifies the way we balance – and attempt to reconcile – our commitments to exceptional customer experience and environmental responsibility. on average. 17 . our restaurants began using rigid corrugated containers made of multiple layers of paper. This will help measure progress toward the ultimate energy reduction goal. Energy Team Strategy Energy efficiency Operational efficiency . as we must. Corporate America realized that what McDonald’s started was smart business – it was leadership. Filet-O-Fish. we also work with our suppliers to incorporate postconsumer recycled content – that is. Energy Team has been pursuing an aggressive initiative to further improve energy management at the restaurant level.Utilize optimal operating and equipment maintenance procedures Energy commodity procurement . Measured this way.Manage the energy commodity process through risk management products . including specifications and recommendations for energy-efficient lighting and equipment • Negotiating energy procurement contracts in gas and electricity markets that are no longer state-regulated monopolies • Implementing a tracking and benchmarking system for our company-owned restaurants. Instead of flexible wraps. McDonald’s USA changed the packaging for some of our sandwiches and introduced new carryout bags.000 in sales. online training and other energy-related information. with functionality. We balance environmental criteria. we formalized a continuing collaboration with Environmental Defense (ED) to focus on packaging reduction and related solid waste issues. total packaging use inevitably increases. Use and disposal of packaging are also major restaurant impacts. by 1999. when we were one of the first major food service companies to phase out use of foam packaging containing chlorofluorocarbons (CFCs). Packaging Balancing Our Commitments: Our 2003 Packaging Initiative In 2003. the packaging data cited are for our U. As our business expands. but it still increased environmental impacts. reducing the size and weight of napkins and the thickness of straws – we achieved. reducing packaging by an average of 8. The project had a huge impact on how businesses – and non-profits – go about addressing environmental programs and how both sides view each other more positively. by approximately 6. Our environmental focus on packaging began in the late 1980s.Improve energy information management . including: • Developing energy tools that can be used by restaurant operations staff to reduce energy consumption and costs • Providing detailed step-by-step training on the energy tools and energy-efficient behaviors • Maintaining an intranet site that includes the tools. our use of packaging in 2003 was approximately 4. business. McDonald’s U.Reduce energy consumption by installing energy-efficient equipment in new and existing restaurants . legal requirements. our restaurants purchased. Chicken McGrill. 1 Here and throughout. materials that have been diverted or recovered from the waste stream after consumer use. The new packaging was designed with the environment in mind. quality.9% greater than in 2002. our use of recycled content also increased. In 2003. However. We thus measure the results of our packaging reduction efforts in terms of weight per $1.
And the labor saved may be reallocated to value-adding tasks. reduces behind-the-counter waste by eliminating some packaging. Our training materials for company-owned restaurants include procedures for regular clean-ups in areas immediately surrounding the restaurants. among other things. our restaurants have long played an active role in controlling litter. as resources. restaurants. 17. The program eliminates. For wider impact. • This waste consists largely of the corrugated shipping containers in which products arrive at our restaurants and organic materials. Because employees need no longer handle cooking oil. increasing the post-consumer recycled content in our napkins and using lighter-weight paperboard for our fiveounce and six-ounce fry cartons. we have been engaged in a supplier initiative to develop a bulk cooking oil management program. bulk 18 . The corrugated containers include 46% post-consumer recycled fiber. Unbleached materials in the middle and outer layers further improve the environmental profile.S.500 pounds of packaging waste per restaurant per year – both jugs and the corrugated cardboard boxes that hold them.S.S. Bulk Cooking Oil Initiative Advancing Our Responsible Packaging Commitment Paper products in some form account for more than 80% of the materials in our packaging. restaurants) by 2008. the program has offsetting advantages. which could increase composting in local markets where conditions permit this approach. approximately 3. 1. Working with our suppliers and Environmental Defense. among others. restaurants recycle both corrugated paper and used cooking oil. restaurants were participating.500 McDonald’s U. The offsets included. Approximately 70% of these were franchised operations. to Owner/Operators and their managers. • Approximately 70% of our restaurant waste is generated behind the counter. The findings generally indicate that: • Our restaurants’ inputs into the waste stream have decreased since 1993. Both these objectives were achieved. whereas the brown bags they replaced were unbleached. One of our global objectives is to develop sustainable forestry principles. potentially reducing insurance costs and increasing job satisfaction. These materials are made available. The new carryout bags contain 40% postconsumer recycled material. in the customer seating area and in the parking lot. The labor savings are thus considerable. our procurement specifications for packaging will systematically help promote proper management of forests – a renewable resource. We thus found a way to honor our commitment to environmental leadership while also advancing our goal of improving customer experience.In Your Community And the combination of layers and corrugated fluting makes for a package that is stronger and more crush-resistant but still relatively lightweight.080 pounds of cooking oil per restaurant per year. Place: delivery of oil eliminates management and handling of. As of May 2004. Targeting Waste Reduction Since 1993. 10% less than the bags they replaced. we have commissioned waste characterization studies to help us understand the makeup of our restaurant waste and target areas for reduction. Inc. Although costs are slightly higher. the paper must be bleached. According to a study by Restaurant Technologies. Our target is to achieve participation by all restaurants capable of receiving bulk oil (approximately 87% of all U. We also committed to achieving an additional 5% reduction in impacts by March 2004. our restaurants have provided support for community clean-up programs. The program is voluntary for Owner/ Operators.. However. We are now pursuing a bulk cooking oil management strategy that. on average. Since 1999. as an alternative to transporting new and used cooking oil in plastic jug containers.S. It also eliminates the waste of residual oil in used jugs. safety and security are improved. Ten restaurants have thus far been audited. on average. using a sample of McDonald’s U. With these principles. So we are making ongoing – and demonstrably successful – efforts to communicate the business case. Because the bags are white. Litter control is also incorporated into the new ROIP. Many of our U. Litter Preventing litter is ultimately an individual responsibility. We are also investigating the use of biodegradable polymers. like used cooking oil. we initiated changes to offset 100% of the increased environmental impacts of both the containers and carryout bags by January 2004. These studies measure and track the amounts and types of waste discarded behind the counter.
metropolitan areas and five western states. when we become a customer of a local business. For the past four years. we have focused on strengthening our understanding of our economic contributions so that we may improve our investments in local communities.S. Professor Dennis H. a business school faculty member at California State University at Sacramento. that business may hire additional employees to serve our needs. A similar multiplier effect applies to taxes and the local programs they support. Additional state impact studies are underway.Tootelian California State University at Sacramento 19 . Tootelian. We have also compiled supply chain data to provide some perspectives on our impact on U. This effort involves going beyond the data in our own management records to projections of the effects of the jobs we provide and the business we do with local suppliers. we have retained Professor Dennis H. He has developed a customized model for our restaurants and has thus far completed studies of four U. agriculture. For example. which may hire additional employees and so forth. Those employees will use at least some of their earnings to make purchases from other local businesses. when Ray Kroc opened his first restaurant in Des Plaines. Illinois and began hiring local residents. purchasing from local suppliers and paying local fees and taxes.Communities Grow with McDonald’s McDonald’s has been a force in our communities since 1955.S. To quantify such effects.
1 million >$301.000/day >$550.Summary of State-Level Reports By Professor Dennis H.375/day $50.7 million/day 43¢ Nearly $2 billion >145. licenses & payroll taxes Taxes created by generation of new jobs & purchases from other local businesses 2 All data in the table are from Professor Tootelian’s reports of his studies.139 Restaurants) People employed in management.297 Restaurants) 56.900 ~$2 billion $55.725/day >42¢ >$136 million >22. licenses and payroll taxes.9 million Percent of sales revenues consumed by wages & benefits Spent in the community 3 33.5% $611.600 >$2. The Texas and Oklahoma data are from 2002.7 million/day >40¢ > $911.2 million ~$1. support & operations staff positions Expenditures on salaries & wages 37.1 million $1.8 million Returned to the local economy/ $1.05 million/day ~$71.8 million $1. Tootelian McDonald’s restaurants are major contributors to states’ local economies. The combination of restaurant employment and expenditures has a pronounced positive impact on local economies because they recycle money back into the states that is used to purchase other goods and services and thereby create jobs. based on average construction costs. plus purchases of local goods and services.060 >$381. The California data are from 2003.8 billion $75.050 ~$371. Because of the volume of business.4 million Nearly $206. They employ a large number of people who reside in the communities in which the restaurants are located and spend large amounts of money locally on labor and goods and services.2 million Nearly $151.5 million >$1 billion >$2.480 California (1.100/day $347.1 million Expenditures on benefits Nearly $130.3% 23. The following table indicates the economic contributions of McDonald’s restaurants in the sample states.9 million $197.6 million Nearly $17.4 million Nearly $20.3 million $7.265 Oklahoma (170 Restaurants) 8.2 million > 96.4% 34. Additional taxes are generated by the economic activities McDonald’s stimulates.5 million/day Nearly $72.00 earned Investment in area 4 Jobs created Spending created Payments in business taxes. 4 Investment figures represent the value of physical facilities. 2 Texas (1.8 million $110. 3 Totals consist of expenditures for employee wages and benefits.500/day $385. McDonald’s incurs substantial expenses in the form of business taxes. 20 .
there were 152 Ronald McDonald Houses.S. our core values and our relationship with customers – health. dental and educational services to underserved children. equipment and materials. A new junior college program expands its scope. and Syracuse and Buffalo. principally at the City of Hope – one of the world’s leading research and treatment centers for cancer and other serious diseases. donating a portion of sales from certain popular menu offerings and paper cutout hands to the 134 RMHC Chapters across the country. working with other members of their community to address the challenges of operating a public charity that directly serves children and families. and 19 Ronald McDonald Care Mobiles in the U. principally through its support for RMHC and World Children’s Day. In several regions. our U. Ohio. Through a combination of classroom instruction and in-restaurant training. These have raised millions of dollars to help the Charity fulfill its mission. McDonald’s U. At the local level. McDonald’s restaurants provide grants to local school teachers to support creative hands-on programs that enhance students’ learning experience. the Greater San Antonio (Texas) Operators Association sponsors an innovative education and training program called Camp Mickey D’s. McDonald’s helps support programs that benefit children and families around the world. The funds will help support RMHC. McDonald’s Central and East Divisions also sponsor Mother’s Day fundraisers for breast cancer efforts.4 million. and she is still actively involved in its development. McDonald’s USA has been a corporate sponsor of the National Merit Scholarship Corporation (NMSC) since 1992. Many Owner/Operators serve as volunteers on the boards and committees of local RMHC Chapters. System support for RMHC goes far beyond our annual World Children’s Days. New Y ork. they tend to reflect emphases consistent with our brand. Suppliers are also often active supporters. The company awards scholarships for up to four years of undergraduate study to children of Owner/Operators and company employees selected by the NMSC competitive process. the Women Owners Network (WON) in our West Division has sponsored an annual Mother’s Day weekend fundraiser to support the fight against breast cancer. Health Care Since 2001. we raised a total of more than $7. Owner/Operators and company-owned restaurants also play a significant role in disaster relief efforts. In collaboration with local school districts. Pennsylvania At the corporate level. create and/or sponsor programs of their own. Thirty-eight outstanding students have thus far received financial assistance for their college careers through our sponsorship. It is also one way our Erie. The well-known Ronald McDonald Houses provide a “home away from home” for families with seriously ill children who are receiving treatment at nearby hospitals. area restaurants support education in their local communities. restaurants have actively participated. Ronald McDonald Family Rooms provide a haven within the hospitals for such families.6 million for the cause. Education World Children’s Day In 2002. and four hotel chains have used it as a model for similar programs of their own. local RMHC Chapters and their core programs – Ronald McDonald House. Owner/Operators and company-owned restaurants participate in these programs and. Ronald McDonald Family Room and Ronald McDonald Care Mobile. In 2002–2003. the program served 38 high schools in 14 school districts in and around San Antonio. And McDonald’s Owner/Operators. While the programs vary considerably. It was initiated by Owner/Operator Sybil Pici. The newest of these initiatives – the Ronald McDonald Care Mobiles – are state-of-the-art mobile health care programs that deliver costeffective medical.Local Community Involvement “Every McDonald’s Owner/Operator and every McDonald’s employee knows that we are part of a community and involved. As of July 2004. McDonald’s inaugurated World Children’s Day – a unique fundraiser involving concurrent activities by McDonald’s restaurants around the world. Owner/Operators leverage their resources to sponsor fund-raising programs and events. Pennsylvania. employees. Camp Mickey D’s helps high school students learn about workplace values and the connection between school and work. Dayton. 21 . in some instances. There will also be additional support for the RMHC scholarship program and for grants to other organizations that directly improve the health and well-being of children. corporate employees and suppliers.” System Support for RMHC Estelle Musico McDonald’s Owner/Operator Somerset. 39 Ronald McDonald Family Rooms. Proceeds from sales of special items at McDonald’s restaurants throughout the West go to support breast cancer work. The event benefits local RMHC Chapters and other programs for children. the program has raised more than $1. McDonald’s Corporation covers the majority of general and administrative costs of the RMHC global office and provides free use of facilities. Y in ear and year out.S. WON members include McDonald’s women Owner/Operators. In 2003. education. In the last four years. youth sports and amateur athletics. We want to be involved.S. The MAC (Make Activities Count) grants program has been active in the Pittsburgh and Johnston-Altoona areas of Pennsylvania for 10 years and in Central Indiana for six years. suppliers and business partners provide support at every level of the Charities activities.
in February 2003. they raise awareness of AYSO’s core philosophies. The corporation donated $100. McDonald’s restaurants in Southern California serve as sponsors of American Y outh Soccer Organization (AYSO) programs. positive coaching and good sportsmanship. Working with his suppliers. to provide complimentary meals and beverages and temporary shelter to emergency workers. With extensive in-restaurant communications. we help educate parents on the importance of timely vaccinations for their children. McDonald’s Owner/ Operators in the Chicago and Northwest Indiana area have sponsored an annual Kids Triatholon – a combination swimming. fun. Texas Owner/Operator Will May moved swiftly to support the recovery effort. more than 800 kids participated. it’s our family of employees and it’s the families we support through the variety of charitable programs our success has enabled us to offer. The restaurants also fund the development and distribution of informational kits for AYSO volunteers and sponsor tournaments for players with special needs.000 to the American Red Cross to help bring supplies and other help to those in need. in October 2003. Working with local healthcare providers. hands-on help in restoring their homes and clearing debris.” Place: C. Commerce Department National Minority Retail Firm of the Year Support for Disaster Relief When wildfires raged through Southern California.000 boys and girls. and a special fund to assist employees affected by the fires was established within McDonald’s Family Charities – a public charity created to help McFamily members affected by natural disasters. We delivered more than 30. restaurants have participated in Immunize for Healthy Lives – a program jointly sponsored by the American Academy of Pediatrics and RMHC. 22 . In 2003. when possible.000 hot meals to emergency workers and displaced families at relief centers and also provided complimentary meals for police and firefighters. financial assistance and other aid. “We call our business ‘The Yin organization’ because it’s all about family in many. Red Cross and anyone else in uniform received complimentary meals at his restaurants. when he began his career as a crew member in one of our restaurants.S. helping to provide opportunities for physical activity to nearly 250. bicycling and racing competition for boys and girls ages seven through 14. Yin Youth Sports For the last 14 years. which emphasize inclusion.C. many ways. In the wake of the 2004 Florida hurricanes. It’s the family Regina and I have raised with our three daughters.S. he had breakfast and snacks available at the central command post every morning and even airlifted sandwiches to volunteers in the field. RMHC donated $25. our U.000 to the relief effort. After the Columbia space shuttle crash. McDonald’s restaurants in the affected areas mobilized their resources to support disaster relief efforts and aid employees and their families. food. local RMHC Chapters and other organizations. They also provided crew members and managers with assistance in finding alternative housing. With help from one another and their distributors. McDonald’s Owner/Operator 2003 U. Members of the National Guard. McDonald’s restaurants mobilized to support the rescue workers and evacuees. Owner/ Operators kept their restaurants functioning. May was introduced to McDonald’s tradition of giving back to the community 36 years ago.In Your Community For 11 years.
The printing process is waterless. The following trademarks used herein are owned by McDonald’s Corporation and its affiliates: McDonald’s. Forward-looking statements included in the report reflect management’s expectations regarding future events and future performance as of June 2004. This McDonald’s Corporate Responsibility Report for the U. McDonald’s All American High School Basketball Game. Mickey D’s. our © 2004 McDonald’s Corporation 24 . HU. Big ’N Tasty.mcdonalds.com/corp/values/ppromise/our_commitment. Ronald McDonald House Charities.com/usa. which contains 100% postconsumer waste fiber. Made for Y Quarter Pounder. 100% post-consumer white.html: • • • • • • • • • • McDonald’s 2004 Worldwide Corporate Responsibility Report Global Advisory Council on Balanced Lifestyles Members.com/corp/values/ socialrespons. Immunize for Healthy Lives. Ronald McDonald Care Mobile. issued October 2004.rmhc.S.Online Resources Referenced in This Report The following resources are available on McDonald’s corporate website at www.marksmalling. Get Moving With Ronald McDonald. These developments. World Children’s Day. RMHC.birdfactory. Information about Ronald McDonald House Charities Programs is available at www.mcdonalds.com). the communities we serve.html: • U. Credits This report was designed by McDonald’s Creative Services Department. augmented by some additional information from the third quarter of the year.org. Go Active!. our people and our relationships with suppliers. Big Mac. with Qualifications Socially Responsible Food Supply Principles List of Animal Welfare Council Members. is Forest Stewardship Council certified and is manufactured with wind power. with Qualifications Global Animal Welfare Guiding Principles Code of Conduct for Suppliers Global Rain Forest Policy Global Environmental Policy Global Policy for Antibiotic Use in Food Animals List of International Scientific Advisory Committee Members.org). Department of Health and Human Services and McDonald’s Creative Services Department. provides information about pertinent aspects of our business related to our products.S. The report was printed by Litho Inc. Go Active. Hamburger University. The Golden Arches Logo. McDonald’s continues to launch new initiatives and make changes to our business. the U. Laying Hen Guidelines McDonald’s Global People Principles are available at www.html. Ronald McDonald. Leader Guide and Other Materials • U. Filet-O-Fish. Chicken McGrill.S. Photographs were taken by Mark Smalling (www.S. the environment. McNuggets. Super Size. Ronald McDonald Family Room. McFamily. together with the uncertainties inherent in forward-looking statements. Mary Yin Liu and McDonald’s Supplier Social Accountability Team. Chicken ou. mean that programs and results may differ from those described when the report was first issued. Ronald McDonald House. on Mohawk Options. Rosalie Winard (www. Food and Nutrition Information • Willie Munchright Videos. with Qualifications The following resources are available on the McDonald’s USA website. Happy Meal.mcdonalds. System. McDonald’s All American Soccer Game and What’s On Y Plate. Additional photographs were provided by Franchise Times. www. The report presents our progress through the first half of 2004.
our employees and our suppliers. . which comprises our independent Owner/Operators.This corporate responsibility report reflects the values and commitments of the entire McDonald’s USA System.
CS-5565 MCD02-4190A .
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