McDonald’s ocean conservation: Key takeaways
- McDonald’s ocean-themed Shenzhen restaurant turns sustainable seafood sourcing into a customer experience
- Partnerships with a local children’s publication and Shenzhen institutions make this more than just publicity
McDonald’s has brought ocean conservation into its messaging this week. It happened at a Shenzhen branch and in conjunction with the Marine Stewardship Council. There are the Chain’s familiar themed interiors alongside educational activities and an introduction to the ocean story behind their fish burgers.
Among its features is a transparent Filet-O-Fish installation 3D-printed from 7.7kg of recycled plastic, containing small fish remade from old McDonald’s toys. Chairs use plastic recovered from the ocean. Tabletops incorporate recycled seashells.
The surroundings are made to connect with ingredients on the menu and get consumers thinking about what they are eating
The surroundings are made to connect with ingredients on the menu and get consumers thinking about what they are eating. Marine imagery runs across the façade and dining areas too. Upstairs, an LED screen displays underwater scenes, table graphics explain pollock, MSC certification and marine life.
This all builds on earlier efforts to make seafood sourcing more visible. In June 2023, McDonald’s China announced MSC ecolabels on fish burger packaging across more than 5,000 restaurants. The launch included a temporary ocean-themed activation at its Shanghai Longteng Avenue outlet.
This all builds on earlier efforts to make seafood sourcing more visible
Local participation is another part of the project. At the opening, an exterior screen displayed children’s ocean drawings collected through a partnership with Shenzhen children’s publication Mangrove (红树林). They’re even planning marine science exhibitions and classes.
The Dao view: A triumph of CSR
McDonald’s gets a bad rep. Or at least it did when I was young. But the CSR work they do is really pretty strong. Here, they’ve taken the sustainability messaging beyond a certification label and placed it at the core of the everyday visit. Familiar products, installations, and family activities make it all very accessible, and work with the community makes it – you have to admit – admirable. Three cheers for the clown!
