Fast-food Restaurants Are Going Green

Fast-food joints unlikely to be high up in anyone's list of healthy and green places to eat, but it's apparently an image that some fast-food chains are trying to change A study conducted last year revealed that McDonald's is considered by many customers to be among the top environmentally responsible companies and if this article by Mary Desmond Pinkowish is any indication, more fast-food companies are greening up their act.

McDonald's, in particular, seems to be very concerned about improving their image on both the health and environmental issues. The company had the Chicago agency Leo Burnett create the billboard pictured above to promote their salads. The unique promotion featured a message that was formed from real live lettuce that grew from the seeds planted on the billboard. Another promotion in Milan featured a outdoors urban garden at the franchise location to promote the idea that their vegetables are very fresh and acquired locally.

On the ecological front, McDonald's and other companies like the Pacific Northwest-based Burgerville are trying to reduce their carbon footprint by recycling their cooking oil as biodiesel. Other green initiatives includes energy conservation efforts, like Pizza Fusion's buildings with LEED certification and using biodegradable or recycled products.

But, are they doing enough? Given the size and profits of some of the major chains, some of these companies are likely to be held to a higher standard than others. I, for one, would really love to see a higher percentage of post-consumer materials in the recycled packaging of many fast-food restaurants, but any step toward greener practices is a welcome one. McDonald's corporate social responsibility blog actually seems to be pretty transparent and sincere, so there's hope that it's not really about greenwashing.