McDonald’s Case Study: Sustainability Strategy in the Fast-Food Industry and Its Implementation Challenges

Yangxuefei Peng, Kairui Wang, Lixuan Zhao

2025

Abstract

McDonald's faces sustainability challenges amidst a fiercely competitive industrial environment. This paper examines the strategies of McDonald's on sustainability issues, such as sustainable sourcing, waste reduction, and greenhouse gas emission targets. It also outlines the operational challenges related to high costs, supply chain complexity, and changing consumer preferences toward healthier and environmentally responsible options. Using SWOT and Porter's Five Forces, this report identifies its strengths in McDonald's strong franchise network and its digital innovations while threats emanate from increased competition and pressure on sustainability. The recommended action plan includes menu innovation, conducting in-depth market research and developing healthy dishes, adding healthy options, regularly updating the menu, adopting eco-friendly packaging materials to enhance sustainability efforts, and leveraging digital technology to adapt to the ever-changing consumer demands. It is suggested to integrate these strategies through a comprehensive approach to maintain competitive advantage and ensure the brand's long-term relevance.

Paper Citation

in Harvard Style

Peng Y., Wang K. and Zhao L. (2025). McDonald’s Case Study: Sustainability Strategy in the Fast-Food Industry and Its Implementation Challenges. In Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC; ISBN 978-989-758-778-8, SciTePress, pages 124-129. DOI: 10.5220/0013987100004916

in Bibtex Style

@conference{prmc25,
author={Yangxuefei Peng and Kairui Wang and Lixuan Zhao},
title={McDonald’s Case Study: Sustainability Strategy in the Fast-Food Industry and Its Implementation Challenges},
booktitle={Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC},
year={2025},
pages={124-129},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0013987100004916},
isbn={978-989-758-778-8},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC
TI - McDonald’s Case Study: Sustainability Strategy in the Fast-Food Industry and Its Implementation Challenges
SN - 978-989-758-778-8
AU - Peng Y.
AU - Wang K.
AU - Zhao L.
PY - 2025
SP - 124
EP - 129
DO - 10.5220/0013987100004916
PB - SciTePress