As European regulators push reusable systems over single-use plastics, McDonald's new report "The Complex Reality of Reusable Packaging in Europe" questions their benefits, backed by PwC UK analysis of real restaurant and supply chain data.
The study compares reusable packaging scenarios to McDonald's current single-use system in Europe (95.2% renewable/recycled/certified materials, 96% fibre-based like paper, pulp, cardboard or wood as of end-2024). It assesses GHG emissions, waste (plastic vs. fibre), water use, and logistics. Results: reusables often generate more plastic waste, emissions, water consumption, and operational complexity (washing, transport, hygiene).
Rather than universal mandates, McDonald's advocates evidence-based alternatives: enhancing certified recyclable fibre packaging already dominant and recycling infrastructure for foodservice sustainability, considering customer behaviour and supply chains.
