The Burger Report – McDonald’s Corporate Responsibility Report 2013

Corporate responsibility is a crucial component of the company policy of McDonald’s with its 35,000 outlets across the world. The question preceding the design of the report was: how to fire the enthusiasm of a target group of mainly sales-driven partners for the important issue of corporate responsibility, an issue those partners were aware of but not necessarily committed to or interested in? The solution was to relate essential information from the corporate responsibility report with the one thing that partners are most interested in, at the very heart of the business: the burgers. Thus, the report’s key data were divided into portions in a truly innovative way: the McDonald’s Burger Report. The report was presented in easy-to-understand bar charts, which were also minimalistic representations of the restaurant’s most successful burgers. These diagrams with the key facts were printed on the original packaging of the six most important burgers and distributed among the partners. A QR code on the box was a direct link to the full report.