Saturday, September 12, 2020

McDonald's Continues Getting ‘Better-For-You’

Entering 2021, it will be increasingly important for brands to reflect the undercurrent of sustainability that attracts Millennial and Gen Z dollars according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.  Even during the pandemic, consumers are mindful that the environment is fragile according to the team at Foodservice Solutions®.  
So, when McDonald’s Corporation has announced a global partnership with Teracycle’s circular packaging service, Loop, to test a new reusable cup model for hot beverages it became the first major company to help promote the pandemic insight “from me to we’. Yes, the halo of better for you has evolved and McDonald’s is on top of it again.
The new initiative, which will first be trialed in 2021 across select McDonald’s restaurants in the UK, helps customers enjoy their favorite McDonald’s hot drink in a reusable cup, while cutting down on packaging waste. The model marks significant progress toward innovative circular packaging solutions that help protect the planet for communities today, and in the future promoting the ‘from me to we’ world view.    
So, this unique new partnership will conveniently allow customers to reduce waste by choosing a durable Loop-created cup, for a small deposit. The deposit can then be redeemed by returning the cup to participating McDonald’s UK restaurants in order to be safely washed through the Loop system and reused again in McDonald’s restaurants.  
McDonald’s Corporation Jenny McColloch, vice president, global sustainability, stated, “We’re on a journey to rethink how we package products to give customers options that reduce waste, maintain the highest safety standards, and enhance the McDonald’s experience they expect and enjoy. That’s an innovation challenge, and it’s one we think the Loop model has potential to help us solve,” … “Our commitment to communities is one of our core values as a company, and this pilot will generate important local insights and lessons to share along the way. We’re excited to assess how new reusable packaging models could work within our system as we accelerate circular packaging solutions with our partners around the globe.” 
Loop’s cleaning systems have been scientifically developed, in partnership with Ecolab, to sanitize each item, which means each cup is hygienically cleaned before each use, making it as safe and hygienic as single-use cups.  What kind of partnerships are you forming to drive new electricity into you brand?
Teracycle and Loop CEO Tom Szaky, stated, "This groundbreaking partnership with McDonald's enables Loop to greatly expand its reach by bringing convenient reusable packaging options to the food service industry," …  The partnership paves the way for reusables to become an accessible option for consumers as they enjoy their meal on the go." 
Erin Simon, head, plastic and business at World Wildlife Fund, stated, “If we’re going to curb the plastic waste crisis we need to invest in data driven strategies that reduce our demand for virgin plastic,” “For McDonald’s and the larger food and beverage sector, reuse will be one component of any reduction strategy. As a society we need to ensure the plastics we use today are the plastics we’ll be able to use again in the future.” According to Johnson the “from me to we” template will drive incremental change in 2021 and beyond.
Johnson stated “that in my minds-eye the new electricity must be very efficient for the supply chain and includes such things as fresh foods, online ordering, delivery, plant based foods, sampling, toy’s, cereal, developing brands,  grocerant positioning, fresh food messaging, autonomous delivery, cashier-less retail, plates, glasses, cash-less payments, digital hand-held marketing.
All food and beverage retailers to survive the next generation of retail must embrace the artificial intelligence revolution while simultaneously embracing fresh food and beverages that are portable, fresh, with differentiation that is familiar not different.  Does your retail path forward look more like yesterday than tomorrow? Why?
For international corporate presentations, regional chain presentations, local educational forums, or keynotes contact: Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions.  His extensive experience as a multi-unit restaurant operator, consultant, brand / product positioning expert and public speaking will leave success clues for all. For more information visit, FoodserviceSolutions.US or call 1-253-759-7869

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