McDonald’s being one of the most famous brands holds legitimate claims against itself regarding ‘The Global Warming’ issue. Recently, McDonald’s intends to turn green in Europe for 2010. The company made a statement by the end of year 2009: “About 100 German McDonald’s restaurants will make the change”. German spokesperson of McDonald’s ‘Martin Nowicki’ also told the ‘Associated Press’: “This is not only a German initiative but a Europe-wide initiative” (Source). The Vice Chairman of McDonald’s Germany ‘Hoger Beek’ said in the statement: “With this new appearance we want to clarify our responsibility for the preservation of natural resources. In the future we will put an even larger focus on that” (Source).
For last few years, McDonald’s has adopted “greener” practices, including environment friendly refrigeration and conversion of used oil into bio-diesel fuel. Greenpeace, the environmental campaigner has also praise McDonald’s for introducing refrigerators without chlorofluorocarbons. The UK guardians report that McDonald’s is going to conduct a 3 year research project for its cow farts on 350 farms across Britain in order to minimize methane gas emission from its livestock since flatulent livestock has been contributing 4% to ‘The Green House Emission’ in UK. Chief Executive of McDonald’s UK said: “This ground-breaking project will help drive further reductions in our beef supply chain”. (Source)
The instantly recognizable logo of McDonald’s following Coca-Cola, IBM, Microsoft, General Electric and Nokia is the 6th most valuable brand. At German branches of the US fast-food chain, McDonald’s Germany vice president Holger Beeck told the Financial Times Deutschland: “The famous golden arches will be emblazoned on a green background rather than its usual red. The change would be made on all new and refitted restaurants out of respect for the environment”. (Source)
Therefore, McDonald’s is going green and pursuing its Corporate Social Responsibility by saying: “I ‘m lovin’ it”
