McDonald’s is hardly the first name that springs to mind when considering corporate responsibility. This is, after all, the company that has been vilified by consumer activists, held almost entirely responsible for the obesity epidemic.

Why, then, are Greenpeace and the RSPCA queuing up to sing McDonald’s praises?

It has, over the past four years, transformed its menus, reducing salt content and introducing free-range eggs and organic milk. Fruit, salads and fish are all to the fore and nobody has been served a supersize meal since 2004.

Most restaurants now use energy management systems and there are plans to introduce solar panels and wind turbines. The company’s fleet of delivery trucks is powered by biodiesel made from its own recycled cooking oil.

According to Matt Howe, McDonald’s UK senior vice-president, the company is making a genuine attempt to reduce its carbon footprint. “Our approach to the environment is reduce, reuse, recycle, and we try to do this in everything that we do. We have been sending our used cooking oil for recycling for some time, but we are delighted to now have a practical, efficient use for it in our own business.”

Concern for the environment extends to McDonald’s suppliers. Last year the company joined forces with Greenpeace to act against the growing of soya on deforested land in the Amazon. Since the beginning of this year, its coffee has been made from beans sourced from farms certified by the Rainforest Alliance.

With half of its restaurants run as franchises, McDonald’s has long-standing links with local communities. It supports the Ronald McDonald House Charities, which provide accommodation for families with children in hospital, and runs a community football programme in association with the FA, training coaches and providing kit.

One of the benefits of the scheme is that it promotes active lifestyles among children, says Stephen Hall, the head of sports sponsorship.

“Since 2002, we have contributed more than £21 million towards children’s active lifestyles through the coaching programme [and] created more than 11,000 grassroots coaches who are now providing more than 5.6 million coaching opportunities for youngsters. In many cases the programme gives youngsters access to football where none existed,” he says.

Jeanette Roe, who runs two McDonald’s franchises in Chester, believes that the company’s improving corporate reputation is appreciated by both staff and customers.

“As a franchisee I am the local face of McDonald’s and I also do a lot of work in the community. I don’t think I could do that if I wasn’t sure of the company’s ethical stance.”

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