30 Years of Small Steps Towards Sustainability

Big changes often start with small steps, or decisions we make today. This principle has guided McDonald’s Croatia for thirty years, investing in activities aimed at reducing environmental impact and projects that contribute to the community.

Since the opening of the first location on Jurišićeva Street in 1996, McDonald’s has become part of the daily lives of many Croatian citizens. Generations of guests enjoy their small rituals there, socialize with friends, and create memories with the recognizable tastes of the Big Mac burger, fries, McNuggets, and other favorite products. Over three decades of operation, McDonald’s Croatia has grown into one of the leaders of the domestic hospitality sector, with its development led by Global Food as the franchise holder. Today, it operates in cities across Croatia, employs thousands of workers, and is recognized as a desirable employer, as confirmed by the long-standing recognition from Selectio Group as ‘Employer Partner’.

Alongside business growth, it continuously develops projects focused on environmental preservation and investment in the local community, gathered under the platform ‘Small Steps to Big Changes’.

Environmental Care

Waste separation in its locations was the first step for McDonald’s Croatia towards sustainable business, implemented since the opening of the first McDonald’s in Jurišićeva. Over time, this approach has expanded to other areas of sustainable business, including responsible energy management. Thus, McDonald’s Croatia is gradually introducing solar mini-power plants to its locations starting in 2023, with the produced energy meeting about 10 percent of the daily consumption needs of each location. In the first phase, a total of 17 solar power plants are planned, and it will expand further to new locations where technical conditions allow.

Rainwater collection systems are also used at several locations in Croatia, including the Špansko, Branimirova, and Kolakova locations in Zagreb, as well as in Bjelovar, Koprivnica, Rovinj, Osijek, Dugopolje, Ježevo, and Kukuljanovo. The collected water is used for watering green areas and as technical water in sanitary systems; thus, nearly 16 thousand cubic meters are saved annually.

The principles of circular economy are also applied in the disposal of used oil from the locations. The oil used for preparing the beloved fries is processed into biodiesel after use, thus returning valuable raw material to the production cycle. In the last fifteen years, 2.34 million liters of used oil have been processed, producing more than 1.8 million liters of biodiesel.

Investment in the Community

McDonald’s Croatia places special emphasis on giving back to the community in which it operates through its own projects and participation in humanitarian activities. One such project is ‘For Our Beautiful Neighborhood’, through which nearly 240,000 euros have been invested in local communities over four years. Among the most important activities was the establishment of 13 outdoor classrooms in 11 Croatian cities, enabling a more interactive form of teaching in nature for over 7,000 students.

McDonald’s Croatia has also shown long-term care for the community through its partnership with the Children’s Hospital Clinic in Zagreb, which has lasted for more than fifteen years. During the collaboration, the company has participated in equipping hospital spaces, renovating departments, and procuring modern diagnostic equipment to improve treatment conditions and create a more pleasant environment for children and their parents.

Happy Reading

An important part of social activity also relates to encouraging reading from an early age. In a time when research increasingly warns of a decline in reading habits, encouraging children to read is especially important for the development of imagination, critical thinking, and reasoning. To bring books closer to children and encourage the formation of positive habits, McDonald’s has been implementing the ‘Happy Meal Readers’ program since 2019, allowing families to choose a book instead of a toy as part of the Happy Meal. To date, more than 700 thousand books have reached children’s hands across Croatia.

Whether it is about encouraging reading habits, waste separation, or using energy from renewable sources, McDonald’s Croatia aims to inspire positive changes among its guests, employees, and in the community, guided by the belief that big changes start with small steps.

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