Triple Bottom Line Analysis of McDonald's CSR Reporting

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Essay
Introduction
The term triple bottom line (TBL) by John Elkington was introduced in between
1980s and 1990s that focuses on corporations having social, economic and environmental
goals. The CSR reporting of the firm not just added economic values, but also added societal
and environmental values. At the narrowest, triple bottom line -people, place and planet, is a
framework that aids in measuring corporate performance concerning social economic and
environmental parameters (Hammer & Pivo , 2016). This essay will use a case example of
one of the most popular fast food company, McDonald and discuss about firms’ CSR
reporting to analyse how they perform their business operations after considering social
responsibility.
Body
Corporate social responsibility initiatives incorporated in multinational organisations
have the capabilities to challenge unsustainable business practices along with making way for
strategies solutions for eliminating societal issues faced globally (Alhaddi, 2015). The CSR
analyses of McDonald states that the company is “being a socially responsible leader” and
every process involved in the company shows more awareness on CSR issues that makes
McDonald a well-known company for decades (Rowley & McMurtrey, 2016). However, it
can also be cited that the companies dealing in fast food industry usually shows risk towards
customers health like obesity, heart diseases and intake of harmful preservatives. This creates
an alarming situation for McDonalds as well especially in todays’ era when people are
showing more concern for consuming healthy and freshly cooked food. Moreover, CSR is
been among hot topics recently alongside environmental and sustainability related factors.
Since McDonalds can be associated with similar issues, this paper will examine on three

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critical perspective of triple bottom line and how the company deals with them responsibly
(McDonald's, 2014).
The social bottom line in TBL refers to those conducts that can provide benefits to
businesses along with enabling fair practice seen in human capital, labour and community.
This notion not only provide businesses with social values, but also enhances company’s
reputation in front of public (Alhaddi, 2015). McDonalds goals can be realised with its
statement “Quality Matter Most” which is been seen in all of its stores (Rowley &
McMurtrey, 2016). It can be argued that the company uses fast food to construct a new
hybrid discourse and strives to associate its food with social practice containing healthy food.
Also, the discourse added creates a “combined lifestyle” that may have negative affects while
showing social practice and promoting healthy living. Nevertheless, based upon consumers
comments regarding discourse in fast food operated by McDonalds, it is been seen that
company socially follows healthier products that might enable this discourse bring a social
change in people lifestyle. One example that shows McDonald’s social responsibility is
promoting farming methods for obtaining organic food for further food processing. The
company introduced many recreation facilities for children in many urban states along with
advocating healthy living by making children aware of benefits of sports activities. The
company also considers responsibility for availing healthier food supply options in its menu
at an affordable price (McDonald, 2014).
The environmental line in TBL concerns business practices that do not compromise
environmental resources required for future generation. This can be pertaining to efficient use
of resources, reduction of green house gases and minimising ecological foot prints (Alhaddi,
2015). McDonald’s not only strives to portray itself as an environmentally responsible
company, but also cares about health-related concerns of its customers, thus operating in
mixed discourse within fast food business (Bruhn, 2013). Nevertheless, the challenges are