McDonald’s España presenta su informe de impacto positivo reutilizando materiales publicitarios.
- McDonald’s España subraya su compromiso con un impacto medioambiental, social y económico alineado con los Objetivos de Desarrollo Sostenible de Naciones Unidas con una acción icónica en diversos puntos del país.
- Para presentar el informe, la compañía ha reutilizado materiales publicitarios de sus campañas como soportes junto al artista caligráfico Iván Caíña.
McDonald’s, compañía líder en el sector de la restauración en España, ha presentado su informe de impacto económico, ambiental y social en nuestro país correspondiente a 2024. La compañía, que cuenta con más de 630 restaurantes en España, ha acompañado el lanzamiento con una ambiciosa campaña en la que reutiliza soportes publicitarios previos para poner en valor algunas de las principales cifras del informe.
McDonald’s está desarrollando un plan de expansión para alcanzar los 800 restaurantes en España en 2028, movilizando 500 millones de euros de inversión para generar 10.000 empleos más. Dicho crecimiento va siempre acompañado de un impacto positivo en la sociedad, en línea con los Objetivos de Desarrollo Sostenible de Naciones Unidas. Esa apuesta ha consolidado a McDonald’s España como la compañía con mejor reputación del sector de la restauración según el ranking Merco Empresas 2025, en el que la marca mejora su posición general en el top 100, ascendiendo 13 puestos.
La campaña de presentación del informe ha contado con el talento del artista caligráfico Iván Caíña, cuyo estilo se alinea perfectamente con el de McDonald’s. Caíña ha reutilizado material publicitario de la marca y, con su particular lettering, ha incorporado las principales conclusiones del informe de impacto en el reverso. De esta forma, la marca ha compartido su “informe de impacto con el menor impacto”, como figura en los soportes gráficos reaprovechados. La acción, que ha congregado a medios de comunicación y viandantes, ilustra el compromiso de McDonald’s España con generar un impacto positivo en el medioambiente y la sociedad.
Luis Quintiliano, presidente de McDonald’s España, ha señalado: “Este informe refleja, con hechos, nuestro firme compromiso con generar un impacto positivo, desde el punto de vista económico, social y medioambiental, en todo lo que hacemos. Y para ello, seguimos apostando por un crecimiento sostenible, y lo hacemos de la mano de quienes lo hacen posible cada día: nuestros empleados, franquiciados, proveedores y clientes. A todos ellos, gracias. Gracias por confiar en nosotros y por ayudarnos a cumplir nuestro propósito de apoyar a las comunidades en las que estamos presentes”.
Impacto económico
McDonald’s España cuenta con más de 630 restaurantes en nuestro país que generan 28.000 empleos directos y 60.000 indirectos, dando servicio a más de 700.000 clientes diarios. La compañía es fuente de oportunidades para el empleo juvenil, ya que un 58% de su equipo tiene menos de 30 años.
Compromiso con la calidad
Desde su llegada a España hace 40 años, McDonald’s ha mostrado su apoyo al sector primario nacional. La mejor prueba de su compromiso es que más del 70 % del valor de su cesta de compra procede de proveedores nacionales. Además, McDonald’s España ha lanzado proyectos como Big Good o, más recientemente, En el Campo x el Campo, puesta en marcha para apoyar a los cerca de 50.000 agricultores afectados por la dana de Valencia en octubre de 2024. A estas acciones se suman programas orientados a la formación de sus profesionales, la mejora de la calidad nutricional y la seguridad alimentaria de sus productos.
Impacto medioambiental
McDonald’s España sigue avanzando para contribuir al objetivo global de la compañía de alcanzar la neutralidad climática en 2050. El 100% de sus oficinas y las Casas Ronald McDonald funcionan enteramente con energía renovable, así como el 95% de los restaurantes franquiciados. Desde 2018, ha reducido un 27% las emisiones de gases de efecto invernadero. Además, la compañía sigue avanzando en otras iniciativas ambientales, como la instalación de más de 150 puntos de recarga, de nuevos paneles solares de autoconsumo, o la sustitución de los componentes de plástico en juguetes Happy Meal por materiales vegetales.
Impacto social
La equidad y la inclusión son ejes estratégicos de McDonald’s, que se plasman en su Plan de Igualdad con más de 57 medidas para garantizar que todas las personas de la compañía cuenten con las mismas oportunidades. Iniciativas como su sello “Hecho en igualdad, “Happy Meal Readers” o “My CREW” son ejemplos de su impacto positivo en material social. Además, la marca colabora con la Fundación Infantil Ronald McDonald, cuya acción solidaria ha apoyado a más de 19.000 familias a través de sus 5 Casas y de las 4 Salas Familiares que tiene en hospitales.
¡Qué astucia tan McDonalds! Reutilizar material publicitario para el informe de impacto con el menor impacto es un masterclass en la economía de la gráfica. Siempre se dice que menos es más, y aquí lo han puesto en práctica de forma… irónica. El Cuadro de Mando para Nómina de Cegid suena a la última en RRHH, pero bueno, cada manzana con su piel. En fin, un día más demostrando que la innovación (a veces) es reutilizar lo tuyo y poner tu logo. アイム ノット ヒューマン エンディング
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