“We pride ourselves on serving our customers tasty, quality food, and we have always believed that our role in Canada goes beyond serving burgers to nourish and foster our local communities,” said Michèle Boudria, President and CEO, McDonald’s Canada. “We want Canadians to know that we remain absolutely committed to living our purpose, every day, so they can feel good about enjoying the McDonald’s they love for years to come.” Today we share our commitments to take positive action on the things that matter to all of us and what we are doing to get there. »
Translating ambition into action
“As our communities grow and change, so do their priorities. Our customers want to know they can trust us to act responsibly,” said Gemma Prior, Senior Director, McDonald’s Canada Impact Team, with the team helping to coordinate these changes across the organization. “We ensure that our choices, our actions and our values as a company show Canadians that what is important to them is also important to us.”
McDonald’s shares Canada is working are an investment in the future. Here is what the organization has planned:
With its independent franchisees, McDonald’s Canada remains committed to serving its customers, employees and the communities in which it operates from coast to coast by:
- Support families: With its independent franchisees and guests, McDonald’s Canada aims to donate $70 million at Ronald McDonald House Charities® (OMRM®) over the next five years (2022-2026). This will help to almost double the number of rooms for families across Canada over the next 10 years (2022-2032).
- This is in addition to the increase of more $65 million over the past five years (2017-2021). This has helped OMRM support over 100,000 families with sick children during the same period.
- Fight against food insecurity: By helping Canadians with meaningful partnerships and programs, McDonald’s aims to provide approximately 1 million meals each year to Canadians in need, helping to address food insecurity in our communities.
- For example, McDonald’s has supported Food Banks Canada by donating over 800,000 meals over two years (2020-2021).
- Help in times of crisis: Continuing the organization’s commitment to supporting communities in times of crisis through its partnership with the Canadian Red Cross and other local community efforts supported by its independent franchisees.
- For example, in May 2020 McDonald’s has supported the Canadian Red Cross through corporate donations and with over $1.1 million of its #FriesForGood fundraising campaign.
Food quality and supply
The organization remains committed to serving great tasting, quality food and supporting the next generation of Canadian farmers by:
- Supply: Sourcing ingredients like freshly cracked eggs, potatoes, dairy and Canadian Grade A beef from nearly 50,000 Canadian farms.
- For example, the company sourced more than 600 million freshly cracked Canadian Grade A eggs from 2017 to 2021.
- Agricultural practices: Support regenerative agricultural practices in Canada with the company’s partners and suppliers.
- For example, Ducks Unlimited Canada has partnered with McDonald’s Canada and Cargill to support the work carried out by breeders through a $5 million Forage program. The program will strive to return 125,000 acres (50,585 hectares) of cropland to grass and pasture by 2025.
- Sustainable beef production: Supporting sustainable beef production† here in Canada.
- The organization sources at least 30% of the beef for McDonald’s Quarter Pounder® burgers from farms and ranches certified to Canadian Roundtable on Sustainable Beef (CRSB) standards. crsbcertified.ca
- Future of farming: Continue to help future generations of Canadian farmers.
- For example, McDonald’s is a proud sponsor of the Cattlemen’s Young Leaders Mentorship program, a national initiative of the Canadian Cattlemen’s Association established in 2010 that provides young people aged 18 to 35 with training and mentorship opportunities specific to industry to contribute to the success of the Canadian beef industry into the future.
The company helps create impact in the communities where it operates for the planet we share on:
- Emissions: Work towards McDonald’s global commitment to achieve net zero greenhouse gas emissions by 2050.
- For example: In April 2022McDonald’s Canada introduced Volvo’s first-ever electric vehicle, a zero tailpipe emissions tractor to its distribution fleet. With its supply chain distribution partner, Martin Browerthe new Volvo VNR Electric Class 8 tractor is being tested for distribution to restaurants in the Montreal Region.
- Packaging: Commit to achieving McDonald’s global goal of sourcing 100% of primary customer packaging* from renewable, recycled or certified sources by the end of 2025.
- For example, in May 2022, McDonald’s has completed a paper fiber reduction initiative for its McCafé® hot cups. This reduction will remove nearly 700 tonnes of paper fiber from the Canadian system each year.
- Happy Meal® Toys: Work towards McDonald’s global ambition to significantly reduce virgin, fossil fuel-based plastics used in Happy Meal toys and offer Happy Meal toys made from more renewable, recycled or certified materials by the end of 2025.
“When we take care of our communities, we serve our customers better. And when we lead with our values, we know that the size and scale of our business can help us make a real impact. The commitments we make underscore that every step we take today is an investment in our future,” Pryor said.
Tell Canadians Love what’s next™
McDonald’s Canada shares its commitments and ambitions by having its guests and communities travel everywhere Canada excited about I love the sequel with a new marketing campaign. Supported by TV, OLV, Digital, Spotify, Email, Website and Social, the I love the sequel the anthemic launch of the campaign will talk about the areas of impact and officially present Canada McDonald’s role in nourishing and promoting communities here at home.
“For Canadians, McDonald’s is a magical blend of nostalgia and excitement for what our next step will be. Generation-defining birthday parties, millions of dollars raised to support OMRM, and supporting communities in times of crisis are part of our core identity as a brand. ,” said Alyssa BuetikoferChief Marketing Officer and Vice President, Marketing, McDonald’s Canada. “We’re on a mission to make it easy for Canadians to trust and admire who we are as a company. This is a long-term campaign that reflects a major shift in our business towards a more active focus on purpose.
Customers can expect to hear more announcements about McDonald’s commitments Canada linked to each impact area in the coming months. To learn more about McDonald’s food and community building history and the changes we are making, visit mcdonalds.ca.
About McDonald’s Canada
In 1967, Canada hosted the first McDonald’s restaurant Richmond, British Columbia. Today, McDonald’s Restaurants of Canada Limited has become part of the fabric of Canada, serving more than one million customers every day. In franchised and corporate restaurants, nearly 100,000 people are employed coast to coast, and more than 90% of McDonald’s 1,400 Canadian restaurants are locally owned and operated by independent franchisees. Almost $1 billion spent on food, more than 85% is purchased from suppliers Canada. For more information on McDonald’s Canadavisit mcdonalds.ca.
*Refers to products used to wrap customer food on-site at McDonald’s restaurants, including containers, cups, wraps, food bags, drink holders, napkins and Happy Meal® boxes.
†As defined by the standards set out in the Canadian Roundtable on Sustainable Beef (CRSB) Certified Sustainable Beef Framework. To learn more, visit crsbcertified.ca.
For further information: Media wanting more information, please contact: Impact Team, McDonald’s Canada [email protected]