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McDonald’s wants to set the standard in the industry for beef that is sustainably raised and become the top player in the onset of digital dining experiences of consumers.
The burger chain will take part in a pair of pilot programs to fund the sustainably raised beef. The first will be run by Noble Foundation and focus viability of sourcing the beef throughout the supply chain of the company.
The second will have McDonald’s matching a $4.5 million grant to test new processes of grazing that might result in carbon impacts that are negative.
In 2016, McDonald’s started experimenting with the purchase in Canada of sustainable beef, as well as during the 2016 Olympics in Rio de Janeiro, Brazil.
The sustainable beef efforts of McDonald’s began in 2012, when they were co-founders of Global Roundtable for Sustainable Beef. That organization sees a world where all aspects of the value chain for beef are environmentally sound, economically viable and socially responsible, reads the website of the organization.
However, critics have said that just reducing the size of the beef offering would create a massive impact, especially since no definition has been universally accepted on sustainable.
The push by McDonald’s to source sustainable beef is its most recent effort in environmental responsibility. Since becoming the CEO during 2015 at McDonald’s Steve Easterbrook announced his plans to increase the pay for restaurant workers, stop the use of antibiotics in its chicken supply as well as serve only eggs from cage free chickens.
In addition to its efforts of sustainability, McDonald’s announced on Wednesday that it will expand its use of mobile app capabilities in an attempt to compete with other restaurant chains that have taken away market share.
At a presentation for investors, the USA President of McDonald’s Chris Kempczinski admitted the burger chain lost over 500 million visits from customers to its nearest competitors during the last four years.
To win diners back, the chain is continuing its rollout of its menu Signature Sandwich, which features customizable chicken and beef offerings that have premium ingredients, add additional digital kiosks inside restaurants, grow its table service, improve the company’s mobile app and continue increasing delivery availability through third parties such as GrubHub.
Amongst the enhanced features of its app will be an option for the customer to order as well as pay for meals at curbside.