McDonalds Ethical Objectives

McDonalds pride themselves on Good Food, Good people and Good Neighbour.

Their Good Food campaign is aimed at supplying sustainable Beef and increasing a customers’ access to fruit and vegetables. The huge company made 5 commitments to the public. 

Commitment 1:

Removing soft drinks from the Happy meal section of the McDonalds menu saw a change in orders by 46%. The percentage indicates that these Happy Meals were ordered with milk or juice. 

Commitment 2:

As a part of value meal bundles, customers have a choice of a side salad, fruit or vegetables in replacement for fries. 

Commitment 3:

McDonalds generated awareness for fruit and vegetables with their packaging and they introduced water to the Happy Meal drinks list.

Commitment 4:

To include the nutritional values on a side panel or well being messages.

Commitment 5:

To include well being messages in all adverts directed to children. 

Their Good People campaign focuses on the training that they provide with staff at McDonalds. They strive to create opportunity by providing lifelong skills and career opportunities and they strive to promote diversity and inclusion by fostering “…a work environment that values the unique contributions of all…” (People Are Our Brand - McDonald’s).

Their core values include: (People Are Our Brand - McDonald's)

• Conducting our activities in a manner that respects human rights as set out in the United Nations Universal Declaration of Human Rights

• Treating employees with fairness, respect and dignity

• Ensuring employees have the right to work in a place that is free from harassment, intimidation or abuse, sexual or otherwise, or acts or threats of physical violence

• Embracing the diversity and inclusion of employees, Franchisees, customers and suppliers

• Providing equal treatment and equal employment opportunity

• Providing a safe, productive and healthy working environment

McDonald’s Good Neighbour campaign keeps families together through the Ronald McDonald foundation. In 1981, the first Australian Ronald McDonald House opened in Sydney. The foundation holds houses, learning programs, family rooms, family retreats, the charlie bell scholarship and the care mobil. 

Houses attach to women’s and children’s hospitals for those who are away from home and are seriously ill. The house situated in Adelaide, Australia, provides accommodation for 20 families each night with a dedicated team of volunteers to provide the families with resources. 70 staff members are evolved to assist with the House on a daily basis. 

The Learning Program is designed for children who are suffering from a serious illness to keep on track with their studies. It is managed by the Ronald McDonald Program and funded by McDonalds and the community. The Program provides one-on-one tutoring in their comfort of their own home or hospital before they go back to school.

Family Rooms help to leave uncomfortable hospital waiting rooms by proving a “…warm and welcoming home away from home inside the hospital…” (Our Programs: Family Rooms). Managed by volunteers, family rooms provide a lounge space, sleeping rooms, laundries and cooking facilities. 

The Family Retreat Programs provide families a relief of stress. The retreats are situated near the beach or close to local nature. The retreats are open only to those that have a serious ill child in their family. 

The Charlie Bell Scholarship is offered to young people who wish to continue their education and achieve their goals while having a serious illness present. The program grants up to $5000 towards uni fees, apprenticeship tools, books or supplies. 

Families living in remote parts of Australia are unable to travel quickly to a hospital or safe environment. The Ronald McDonald foundation provides a Care Mobil that is able to provide a hospital to a patient or family at their home. The Mobil is fitted with caring rooms and health care services. 

The projects provide families with care that they need, raise awareness, raise money with annual events and fighting to improve the lives of ill children. This foundation has been branched from the large food company, McDonalds, and therefore the company is presenting ethical values to the global community. They are involved in many aspects of social responsibility and fulfil their commitments. Even though this large industry sells 'unhealthy' food they do give back to the community and use only certain products. 

 "People Are Our Brand - Mcdonald's :: Aboutmcdonalds.Com". Aboutmcdonalds.com. N.p., 2016. Web. 15 Mar. 2016. http://www.aboutmcdonalds.com/mcd/our_company/our-ambition.html