From burgers to healthy dishes
McDonald'sis an American success story. Cheap burgers sold in one restaurant in the United States, then in several, until it became the giant we know today.
Once upon a time Mac & Richard McDonald
Founded in 1948 by two brothers Maurice ("Mac") and Richard McDonald in San Bernardino, California, the company was supported by one of their suppliers Ray Kroc. The concept was simple: burgers were sold for 15 cents (2 times cheaper than competitors' burgers.), there was no need for waiters, as orders were taken at the counter and burgers were prepared in advance to reduce waiting time.
Faced with the monstrous success of the two brothers, Ray Kroc suggested they create a franchise program, which enabled the company to expand rapidly from 1955 onwards. Little by little, the company conquered the United States and became an imposing brand with its clown Ronald McDonald and iconic dishes such as the Big Mac (1968 ), Happy Meals (1979) and Chicken McNuggets (1983)."
The end of Supersize and the healthy turn
McDonald's success has nevertheless provoked increasing criticism, much of it for its involvement in the global rise in obesity. McDonald's quickly pivoted by adding "healthy" options with wholesome ingredients and testing vegan burgers.
In addition, the company also eliminated trans oils from its recipes and discontinued so-called "Supersize " dishes in the USA and Canada.
The company has also begun to offer healthier alternatives to its customers with salads added to menus. Recently, salad bars have also appeared in several franchises.
The Macdonaldization of the world
But McDonald's isn't just about great-tasting burgers, it's also about exceptional market penetration. McDonald's has gradually established itself in many countries around the world. By 2022, there were 42,275 McDonald's restaurants worldwide. This figure has been rising steadily since the beginning of the franchise system. McDonald 's is present in over 100 countries worldwide, and throughout Europe.
This location allows the company to innovate and reorganize its spaces as it sees fit.
The largest fast-charging station?
As is often the case with electric cars, the future lies in Northern Europe. In Norway, charging stations are replacing petrol pumps, and electric car sales are now in the majority in the country. Our neighbors have much to teach us, but above all they are an unprecedented laboratory of innovation for brands. Mcdonald 's, for example, has begun deploying its charging stations in northern countries. Since these experiments have been so successful, we'll no doubt be seeing the same thing in France in a few years' time.
The case of Mcdonald's in Sweden
With the increase in the number of electric cars on the road, Mcdonald's has become the largest restaurant chain for recharging electric cars in several countries, notably in the Nordic region. In Sweden, after installing its first charging stations in 2009, the multinational now has 55 charging stations in the country. The expansion of charging stations continues, withMcdonald's aiming to include charging stations in all its Drive-Thru restaurants.
According to a survey commissioned by Mcdonald's, 48% of electric car drivers say it's difficult to find charging stations.
To make it easier for electric car drivers to recharge, Mcdonald 's has set up directions to make it easier to geolocate these charging stations.
In Sweden, the first panels were installed by McDonald's restaurants in Mjölby and Munkedal.
Historically, McDonald's has often been involved in the development of fast-charging stations on Swedish freeways. More and more drivers are using their electric cars for longer journeys, and restaurants and hotels need to participate in these changes in behavior. This represents a major commercial and marketing opportunity for fast-food chains such as McDonald's.
McDonald's plans a recharging station at every drive-in in the Netherlands
In 2018, McDonald's announced an exclusive partnership with Dutch company Nuon to install charging stations for electric vehicles at its Drive-ins in the Netherlands.
Nuon is a Dutch company that has already installed over 7,000 charging stations for electric vehicles in the Netherlands.
But Nuon's mission doesn't stop there. With growing demand from motorists, many companies also want to offer recharging solutions to their customers. Not least McDonald's.
The agreement provides for the installation of 168 charging stations in every McDonald's in the Netherlands equipped with a McDrive. The aim is to charge an electric vehicle in half an hour. The energy will be renewable, thanks to wind turbines.
"With this agreement, with Nuon, we are taking an important step forward in addition to our goals to make our restaurants more environmentally friendly. Electric drivers can be back on the road in less than half an hour and still have time for a good cup of coffee. The fast-charging stations run entirely on green electricity." - Bas Klaassen, Director of Property Development and Construction at McDonald's.
McDonald's has set a series of ambitious targets for reducing its carbon footprint as part of its CSR policy. They plan to reduce their CO2 emissions by 36% by 2030.
➡️ ALSO READ - CSR (Corporate Social Responsibility): definition and examples
What about fast recharging at McDonald's in France?
McDonald's and Izivia (an EDF subsidiary) are launching a brand new electric vehicle recharging network: "Izivia Fast". As a reminder, there were previously no restaurants offering charging stations; the first were recently installed in Noisy-le-Grand.
The installation of 2,000 ultra-fast recharging infrastructures in all McDonald's parking lots is scheduled for 2025. The charging stations will have a total capacity of 150 kW. Drivers will then be able to recharge 80% of their battery in around 20 minutes.
As far as rates are concerned, the aim of the American group and Izivia is to offer drivers a more affordable solution than public charging stations. The cost of the service will therefore be around 35 cents/kWh. Izivia Fast runs on wind, solar and hydroelectric power. These green energies considerably reduce CO2 emissions.
This approach is perfectly in line with the government's objective of providing 400,000 public charging stations in the country by 2030.
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