Communication Plan Mcdonalds

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1. What kind of change is this: a cultural change, change of working method, reorganization or a combination? Why do you think so?

We had a look at the press releases of the last six months of McDonalds as a company. We also checked their latest annual report. The most remarkable change that McDonalds went through in the last six months was a combination of: change of work method and reorganization. On this 40th anniversary of the first Earth Day, McDonald's is officially launching their “2010 Best of Global Green and 2010 Best of Sustainable Supply”.

We think everybody knows that McDonalds has a responsibility to continuously improve their environmental performance. They have been improving their environmental performance for over thirty years now. Their environmental responsibility is a multi-faceted effort that stretches from their supply chain to their restaurants. It requires collaboration and information from their franchisees, suppliers and their employees.

Their change “McDonald's 2010 Global Best of Green” is all about successful local innovations that can be shared and applied in other markets across our System. Progress is demonstrated on multiple fronts – energy efficiency, packaging, anti-littering, recycling, logistics, communications, greening the restaurants, greening the workplace, sustainable food and supplier leadership.

We think that this is a change of work method and reorganization, because they changed for good to the usage of only unbleached packaging in 2009 instead of the plastics bags. The whole production of the plastic bags for McDonalds needed to be stopped and the production of the unbleached bags needed to upgrade. It the restaurants the employees needed to start working with the environmental friendly packages instead of the plastic bags.

McDonalds also wanted to reduce their pollution they produce with transporting equipment and activity. LXP, an Armada Supply Chain Solutions company and McDonald’s distribution partner, implemented multiple initiatives to reduce greenhouse gases caused by transportation equipment and activity. In addition, LXP initiated a conversion program from over-the-road trucking to intermodal in 2008 and through December 31, 2009 had reduced its carbon footprint by 1,173 tons while simultaneously increasing the number of loads by 4,062 and removing 2,224 cars from the road.

McDonald’s home office now has an official Green Team Steering Committee comprised of members from 14 U.S. and corporate departments. They represent a wealth of passion and change leadership. In 2010, each month will feature one or two green events, and their “Green Ambassadors” will be reaching throughout the year to build knowledge.

2. What internal groups will be involved in this change:

The internal groups that will be involved in this change are their public relations/marketing department, because they have to renew their whole image. Transfer their image from un- environmental to green and environmental.

Also their transport department, because they had to reduce its carbon footprint by removing a lot of cars from the road.

The home office also had to go through a change, because there is now an official Green Team Steering Committee working there to. Those are the groups who will be involved the most in this change.

3. What kind of internal communication is recommended during this kind of change?

It is a must that all employees, whether they work for one of the restaurants or at the office, have to be updated. Restaurant workers need to know if and when they are using sustainable items, such as packages. Office people, most importantly the management staff need to know what the situation is, how it develops and so on. Therefore, high levelled internal communication is a major priority.

According to the Green Team Steering Committee, who will held a monthly event anyway, they should be responsible for spreading the news. Though, it is hard to do so...
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