Essays on Innovation Management for McDonalds Case Study

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The paper "Innovation Management for McDonald's" is an outstanding example of a business case study. McDonald's is regarded as the largest fast-food chain in the world, serving approximately 68 million people in over 119 countries all over the world, with over 36,000 outlets spread across these countries (Corporation Leadership Center, 2012). Most of the restaurants that are operated by the McDonalds offer both the counter service and the drive-through and in some cases the outdoor seating. The drive-through, auto-McDonald and Mcdrive as it is commonly known in most cases has stations for placing, making payments and picking for the paid for orders.

There are also other ways of delivery being employed by the company and more are expected to be introduced as they continue to do more innovation (Corporation Leadership Center, 2012). In the April of 2008, the chain made an announcement of their intention to try the use of biomass to manage their waste and cut environmental pollution by half. In this way, waste was collected from the various branches of the chain and then used to produce energy. It also announced its intention to expand the initiative to other areas all over the world (Corporation Leadership Center, 2012). McDonald's has over the past been criticized for its environmental record.

Most of their packaging tools were being questioned by the environmentalists as having g an effect on consumers as well as the environment. It has attempted to come up with a number of ways to take corrective action to safeguard the environment (Corporation Leadership Center, 2012). This paper aims at looking at the innovative ways in which the chain can better their environmental protection initiatives.

The three innovations will include healthy food, the use of 100 per cent compostable packaging containers and getting rid of plastic utensils and use reusable flatware that auger well with the young generation (Abbie, Charles & Serdar, 2014). Innovation 1: Healthy food McDonald's has received lots of criticism on the state of health of their food. For instance, Phil Sokolof, a millionaire who suffered a heart attack at the age of 43 took a full-page paid advertisement on a newspaper to accuse the chain of cooking food that is a threat to Americans’ health.

They have been sued for misrepresentation of facts regarding the food that they offer, an example is a case wherein 2002, the vegetarian groups made up of Buddhists and the Hindu successfully managed to sue the chain for wrongly representing their French fries (Sharma 2014). McDonald's has made some positive strides but that is not enough, what they have done is only to focus on consumer education and not looking at the particulars of their menu. This is because; consumers are getting more sensitive about the food that they are served (Biller, 2014).

The food chain should make sure that the food that they produce does not contribute to the already high number of obese people in America. They should eliminate fatty foods and beef from their menu and also make sure that the ingredients they use are not in any way rich in cholesterol. Most importantly is to make sure that the consumer is given accurate information on the ingredients of any food they buy (Sharma 2014).

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