Increase awareness of fruit, vegetables and low-fat or fat free dairy options for children available on the menu
Accelerate and expand food and beverage choices containing fruits and vegetables across the menu
McDonald’s markets around the world have increased efforts to make guests aware of fruit, vegetable and low-fat or fat free dairy options for children. More than 95% of McDonald’s restaurants around the world offer Happy Meals® with sides of fruit, vegetable or low-fat or fat free dairy as an option, with produce ranging from cherry tomatoes to pineapple, melon slices and kiwi. McDonald’s France, for example, created Crunchy Wednesdays, a monthly program that offers free, easy-to-eat fruit to each child who visits McDonald’s. Restaurants offered 4.5 million packs of fruit between September 2010 and April 2012. Related promotions featuring fun fruit characters have raised awareness among children and their parents. Since Crunchy Wednesdays began, Happy Meal fruit orders have increased by 19% in France and McDonald’s has become the number one restaurant in France where children eat fruit, according to NPD data.¹
Globally, customer purchases of fruits and vegetables in Happy Meals have more than quadrupled since 2010 in markets that make up the majority of McDonald’s business. In the U.S., Latin America, Canada and a number of markets in Europe, a fruit, vegetable or low-fat dairy item is automatically included in the Happy Meal, increasing both awareness and access. For example, with the introduction of apple slices to the Happy Meal in the U.S., we anticipate introducing about 100 million cups of apples annually into the diets of our youngest customers. In addition, the U.S. committed to promote nutrition and/or active lifestyle messages in 100% of national kids’ communications by the end of 2012.
Other examples of menu innovation to expand choices of fruits and vegetables across a number of our major markets include:
Real Fruit Smoothies, with about ½ cup of fruit, in the U.S. and Canada
Large wraps, with about ½ cup of vegetables, in the U.S.
Seasonal fresh fruit in the U.S. – about ¼ cup of fruit in the Blueberry Crunch and Blueberry Banana Nut Oatmeal, as well as two full servings of whole grain in the oatmeal
To download a one-page overview of key 2012 highlights, click here.
Nutrition and Well-Being
Key Performance Indicators²
Since first establishing key performance indicators in 2006, we have continued to refine our approach to gathering and evaluating quantitative measures of our performance. In addition, we continue to evaluate options for additional and/or alternative key performance indicators that contribute to our continuous improvement goals and meet the transparency expectations of our stakeholders.
Offering Menu Choice
Average number of items, per market menu, that contain at least one serving of fruit or vegetables
Average number of items, per market menu, that contain at least ½ serving of fruit or vegetables
Represents Happy Meal fruit orders placed between October 2010 and April 2012, apart from the fruit offered on Crunchy Wednesday (source: BAM – McDonald’s France). One of every two fruits eaten by a 3- to 8-year-old in the French restaurant industry is eaten at McDonald’s, as recorded from December 2010 through November 2011 (source: NPD Group, Panel Crest).
Except as otherwise noted, figures in our 2012 Global Sustainability Highlights are for our nine largest markets: Australia, Brazil, Canada, China, France, Germany, Japan, the U.K. and the U.S. Organizational structures vary by market. McDonald’s Japan is a publicly traded company and is approximately 50% owned by McDonald’s Corporation. Effective 2007, McDonald’s Brazil is owned by Arcos Dorados, a Developmental Licensee and a publicly traded company. Fruit and vegetable serving size is based on the World Health Organization definition, which is 80 grams.