Inutile de présenter le géant du fast food. Présent dans le monde entier, McDonald est dans le coeur de beaucoup d’entre nous. L’enseigne multiplie les campagnes marketing à succès, comme récemment la collaboration avec la série Netflix Emily in Paris pour le lancement du Mc Baguette outre atlantique. Comme beaucoup d’entreprises, McDonald a pris le virage de la responsabilité environnementale. Alors, coup de comm ou réels engagements ? C’est ce qu’on va voir ici.
Le virage environnemental de McDonald’s
Depuis une trentaine d’années maintenant, le concept du développement durable prend de plus en plus d’importance dans notre société et la plupart des acteurs privés et publiques prennent leurs engagements pour réduire leurs impacts sur l’environnement. Chez McDo’ France, voilà les principaux engagements pris :
- Garantir des produits issus de l’agriculture française
- Aider à développer l’agriculture durable
- Favoriser les emballages recyclables, l’éco-conception, réduire le plastique
- Réduire leur consommation d’eau et d’électricité
- Réduire de 35% leurs émissions de gaz à effet de serre d’ici 2030
Et j’en passe. Dans leurs communications, l’enseigne de fast food n’hésite pas à mettre en avant ses engagements, comme les campagnes pour leurs burgers Signatures, qui mettaient en avant l’agriculture et la provenance française ou encore la qualité des ingrédients.
En 2009, McDo’ passe au vert littéralement dans sa charte graphique. Le fond de son logo mythique devient vert foncé et à travers ce changement, Mcdo’ se positionne comme acteur de la préservation de l’environnement.
Un peu de greenwashing tout ça ?
Et non… les créateurs de l’iconique Big Mac ne sont pas tout roses (ni tout verts). Déjà, quand on lit certains engagements de l’entreprise sur leur site, il ne faut pas oublier d’aller checker les petites * en bas de page. En effet, de nombreuses décisions que l’enseigne qualifie d’engagements sont en réalité des législations nationales. En gros, si tu lis en diagonale leur onglet engagement, tu peux penser qu’ils ont décidé d’arrêter totalement les pailles en plastiques parce qu’ils sont super soucieux de l’environnement, mais en fait… c’est juste interdit par la loi depuis 2021. Donc c’est juste une obligation légale qu’ils ont mis en place pour éviter les amendes, pas besoin de vous pavaner McDo’, vous étiez juste obligés.
Et dans les faits encore plus concrets, on y est pas non plus… En 2020, près de 900 restaurants McDonald en France (métropolitaine et outre-mer) ne triaient par leurs déchets (selon le collectif Zéro déchet au McDo). Alors on sait bien que depuis 2022, l’enseigne met en place la vaisselle réutilisable pour les repas sur place. Son objectif était de réduire de 8 000 tonnes ses déchets d’ici fin 2022. Bonne initiative vous allez me dire, mais quid des repas à emporter ??
McDo, c’est aussi la sacralisation de la viande (tous les fast food en général d’ailleurs), et on sait que la production de bœuf est la plus polluante. Un burger au bœuf de chez McDo, c’est près de 54kg de CO² rejeté (ça fait flipper). Alors oui, McDo est super fier de clamer haut et fort que les végétariens sont le bienvenus, mais là encore : GREENWASHING. Je suis allée checker les plats du moments et on trouve seulement trois wraps un muffin végétariens. En gros les veggie vous êtes les bienvenus chez McDo mais on vous fait même pas un burger… Super ! Et bien sûr, aucune proposition végan (faut pas pousser non plus).
McDonald au niveau mondiale, c’est 53 millions de tonnes de carbone par an (plus que certains pays). On ne peut pas vraiment dire que manger un Big Mac est un acte citoyen… D’autant que la malbouffe n’est pas durable environnementalement parlant mais aussi pour la santé des individus.
Pour conclure, je dirais que McDonald a été brillant dans son virage « environnemental » mais surtout en termes de stratégie marketing. Ils parlent très bien de ce dans quoi ils sont bons, mais bizarrement il y a quelques sujets sur lesquels on a pas trop d’info… Le profit d’une multinationale comme McDonald ne s’allie pas forcément parfaitement avec une démarche développement durable.
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How does McDonald’s tie its marketing efforts to popular culture, like Netflix’s « Emily in Paris »?