Le commencement :
Cette initiative a vu le jour grâce à une pétition lancée par deux petites filles britanniques: Ella et Caitlin, 9 et 7 ans. Les deux petites filles avaient lancé une pétition pour que McDonald’s pense à l’environnement et arrête de donner des jouets en plastique aux enfants dans leur menu Happy Meal.
Ces deux petites filles ont récolté plus de 500 000 signatures, ce qui a engendré une prise de position par le roi du fast food. Sachez qu’en Angleterre et en Irlande, il n’y a plus de jouets en plastique dans les restaurants de l’enseigne, de même pour la France à présent.
Une initiative pas si nouvelle :
Les initiatives du géant du burger ne sont pas si nouvelles que ça. McDonald’s a voulu verdir son image et ses pratiques. En 2009, le célèbre logo «M», historiquement jaune sur fond rouge, a par exemple été modifié : il est devenu jaune sur fond vert. La marque avait aussi retiré les pailles et les couvercles en plastique en 2019. Une initiative que la marque à mise en avant pour contribuer à la réduction des déchets plastiques et pouvoir avoir une action significative pour la préservation de l’environnement.
En 2017, la marque avait développée, de nouveaux jeux en papier. Selon l’entreprise, cela avait permis de diminuer de plus de 50% en 3 ans les volumes de plastique utilisés pour les jouets de son célèbre menu « Happy Meal ». Les emballages ont également été repensés pour être sourcés à partir de matériaux «propres», comme «le papier, carton, fibre moulée naturelle ou bois issu de forêts gérées durablement».
Les efforts environnementaux de McDonald’s sont particulièrement scrutés et analysés en raison de la place de leader au niveau mondial de l’enseigne : avec ses quelque 1500 restaurants implantés dans l’Hexagone, il s’agit du plus gros restaurateur de France. Elle s’est ainsi engagée à réduire ses émissions de CO2 de 36% d’ici 2030 et à utilise 100% de matières recyclées et renouvelables d’ici 2025.
L’annonce :
La chaîne de fast-food McDonald’s a annoncé dans un communiqué de presse son action prévue pour veiller à la préservation de l’environnement et la réduction des déchets; le fait de supprimer les jouets plastique de son menu pour enfant pour proposer des jeux plus respectueux de l’environnement». Dans les boites en carton, se trouvent depuis le 10 février de nouveaux jeux en papier comme des coloriages ou des cartes à collectionner.
Depuis plusieurs années, Des changements plus concrets ont ensuite été annoncés, comme la disparition des pailles en plastique en 2019 ou la mise en place de poubelles de tri dans les restaurants. La justification de cette prise de décision est simple : dans le cadre de la stratégie de progrès continu et de la feuille de route environnementale de l’enseigne». «J’ai pris la décision de retirer le plastique partout où cela est possible», explique ainsi le PDG de McDonald’s France, Nawfal Trabelsi. Néanmoins, ne soyons pas dupe. Cette initiative anticipe une obligation légale à venir tout comme les pailles en plastiques interdites. En effet, après le 1er Janvier 2022, il sera interdit d’offrir des jouets en plastique dans les menus enfants.
Le positionnement de la marque
Cette démarche s’inscrit dans un positionnement progressif de McDonald’s en France en matière de transition environnementale, de mise en place d’actions concrètes de préservation de l’environnement et de développement durable, entamé il y a plus de dix ans.
La chaîne de fast-food en France a décliné une suite d’engagements écoresponsables : du lait bio dans les milk-shakes, des flottes de livraison roulant à l’huile de frite usagée en guise de carburant, mais aussi des design d’emballages censés réduire au maximum le volume des déchets, et même un « plan énergie » mis en place sur toute la chaîne de production avec notamment l’installation de pompes à chaleur.
La firme américaine a fait une promesse; celle de réduire de 36 % ses émissions de CO2 d’ici à 2030, et à utiliser 100 % de matières recyclées et renouvelables d’ici à 2025.
Alors va t-elle tenir ses engagements ?
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