McDonald's Germany

Reusable test in 10 restaurants

McDonald's is testing reusable packaging for ice cream and desserts.
McDonald's Deutschland
McDonald's is testing reusable packaging for ice cream and desserts.

From 2023, a reusable option will be mandatory for restaurateurs for takeaway meals. Quickservice providers in particular are facing major changes. Market leader McDonald's is testing its own system in ten stores.

From the beginning of November, McDonald's guests in selected test restaurants in Germany will have the opportunity to order drinks and desserts in reusable packaging. In this way, the company is testing its own reusable deposit system as the largest system caterer in Germany before the national rollout in all restaurants takes place at the end of 2022.

Products will be served in the new reusable packaging on demand from guests and for orders placed in the restaurant and at the McDrive. The live experiment will initially run for just under two months until the end of the year. On site, guests and employees will have the opportunity to provide feedback on the new packaging.

With the test scenario, the company is preparing for the Germany-wide rollout of its own returnable deposit system for beverages and ice cream by December 2022.

One euro deposit

By testing its own reusable deposit system, McDonald's Germany is setting the course for alternative and plastic-saving packaging solutions at an early stage, even before a legal reusability obligation takes effect in 2023. In the 10 selected restaurants, McDonald's guests can indicate when ordering which of the test products they would like to use reusable packaging for. A one euro deposit will be charged per package.

When returning the reusable cups in the participating test restaurants, the deposit will be refunded in full. In this way, the company ensures that the packaging finds its way back to the restaurant and can be reused.

The cup design for the national launch of McDonald's own reusable packaging will also be further developed in the wake of the test based on feedback from guests. The test will be supported by an attention-grabbing communication campaign in the participating test restaurants as well as via digital channels in the predominantly local environment.