As New Zealand's largest Quick Service Restaurant, McDonald's is the industry leader in terms of their corporate social and environmental responsibilities. But there is always more that can be done. Highlighting their performance in all areas of CSR was the first step in McDonald's New Zealand's sustainability journey.
The Wright approach
Wright Communications assisted McDonald's in developing their first Corporate Responsibility and Sustainability (CSR) report in 2011, consistent with Global Reporting Initiatives (GRI) guidelines. The learnings and information highlighted in this formed the basis of their first CSR Strategy. This is a five year roadmap in line with McDonald's global CSR framework, and covers their three core pillars which are 'Good people, good neighbours (planet and community) and good food'.
McDonald's New Zealand now has a greater understanding of how they are performing across all these areas, where they can improve and a clear strategy for achieving that.