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fuel. Many have not yet taken steps to recycle tons of paper and plastic production shop.Lemoine says it has been proved "too hard", but it clearly seems to be "green" company has taken the next logical step.In the strategy to redefine its image, McDonald's review of its reputation for unhealthy food. Jean - Pierre Petit, France McDonald's CEO, his decades of marketing skills to good use. Although not required, nutrition and calorie information added to all food packaging. McDonald's France other health-friendly features include: reducing salt French fries, fresh fruit package (launched in 2007), and "Le Big Mac" whole wheat binoption. Although the lion's share of revenue will continue to McDonald burgers and fries, the company has taken steps to show its commitment to a healthy diet and the use of French cuisine.Suppliers as a partnerPage 22of 51
Perhaps the biggest advantage of McDonald's France, in addition to its incredible abilityto predict consumer preferences in France, it is redefined in the United States, France McDonald's proven ability to create the American model of a complete ecosystem, until now the key to success . After Jose Bove bulldozer incident, McDonald's France to introduce the campaign to tell customers more itself, which it what ingredients it uses come in who - how in France, it has actually become. Then, it strengthened the link, French agribusiness, extensive advertising, 95% of the company's raw materials come from France, the rest coming from the European Union.Today McDonald's number one buyer of beef in France. "We know that every burgers and chicken nuggets are coming from," notes Lemoine. "We can track them in one day to the farm." Mid-90s, ' "mad cow" scare (BSE) period, which allows certain advantages. "Our competitors have to cut all beef production. We are very confident thatwe know our farm, we continue to produce, and gained market share."In addition, although McDonald's source and its production in France 95%, very few of its suppliers have a formal contract with the chain. Instead, they are seen as a partner, and its success is symbiotic McDonald's. "McDonald's can not prevent its supply, from selling giant," Lemoine said, "but a large number of suppliers of capital investment to make offerings so that they are also dependent on the giant sales - established supplier between one kind of restaurant and interdependence. "Page 23of 51
Employees through support programs, giving them special qualifications, such as diplomas and certificates recognized by the state and, in turn, often found support McDonald's employees and to protect their brand on the Internet forums and blog. McDonald's use of its franchises, and by ensuring that the elected representatives of the 20 franchisees before they implemented in every marketing activity and product launch vote close to the customer. French doctors were consulted to discuss how to improve thenutritional content of McDonald's, Greenpeace and engage in discussion of its environmental strategy.