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McDonald's released the Framework in conjunction with the Company's 2012-2013 CSR & Sustainability Report. In creating the framework, McDonald's continued its historically collaborative approach by consulting with suppliers, franchisees, customers and more than a dozen sustainability experts, NGOs and socially responsible investment organizations.

McDonald's 2020 CSR & Sustainability Framework aspirational goals include:

Supporting sustainable beef production by collaborating to develop global principles and criteria, and committing to begin purchasing a portion of beef from verified sustainable sources in 2016

Sourcing 100 percent of coffee, palm oil and fish that is verified to support sustainable production

Procuring 100 percent of fiber-based packaging from certified or recycled sources

Serving 100 percent more fruit, vegetables, low-fat dairy or whole grains in nine of its top markets

Increasing in-restaurant recycling to 50 percent and minimizing waste in nine of its top markets

Increasing energy efficiency in company-owned restaurants by 20 percent in seven of its top markets

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1. Awareness objective: Increase awareness among the public with the aim of knowing that McD offers healthier alternatives. Create awareness among families with kids under 15 years old. (increase of 20 % within a  year)

2. Acceptance objective: Create a smooth transition when trying to increase positive attitude towards the healthier new alternatives.

3.Action objective:

– Opinion action: to have the customers who are fond of the changes spread the word

– Behavior: To change the behavior of existing customers to also  buy the new options, and to attract new customers who are interested in the new products.

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Goals
successfully communicate their new healthy alternative. After the movie supersize me’ MCD experienced a lot of critique and has therefore established a new strategy with following goals:

Reputation management goals

– improve McDonald’s reputation within the industry----- They do not aim solely at being perceived as a healthy restaurant, but as a restaurant that offers alternative meals for their public's. They furthermore want to be recognized as a company which is aware of the growing societal issues of obesity.

– Reinforce McD’s image with a new communication focus
-- Simultaneously with the increasing focus on healthier alternatives, McD has realized that they have to change their focus in order to create a new image and perception of McD.

1. Relationship management goals:

Promote their new initiatives to new potential customers. It is obvious that the new strategy will generate a positive relationship between existing customers and potential customers due to the fact that the strategy will create access to new markets and that existing customers now have a broader range to choose from including the original menu choice.
2. Task management goals:

----They are still perceived in this way but at the same time people now know that they offer some alternatives.
---McD have been really good at communicating their products’ nutritional values. This has increased the transparency and makes it possible for people to know how many calories they consume in a meal. This way they are perceived as being a more open and credible organization.
-----McD should focus on maintaining this position. They should be a place for all kinds of people and continue to develop both their burgers and also the healthier alternatives. However, they should still keep their original brand.

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** An American hamburger and fast food restaurant chain.
**Founded in 1940 as a barbecue restaurant operated by Richard and Maurice McDonald.
**In 1948, they reorganized their business as a hamburger stand, using production line principles. The first McDonald's franchise using the arches logo opened in Phoenix, Arizona in 1953.
**Businessman Ray Kroc joined the company as a franchise agent in 1955 and subsequently purchased the chain from the McDonald brothers.
**Based in Oak Brook, Illinois, McDonald's confirmed plans to move its global headquarters to Chicago by early 2018
**McDonald's is one of the world's largest restaurant chains, serving approximately 68 million customers daily in 120 country across approximately 36,899 outlets and primarily sells hamburgers, cheeseburgers, chicken products, french fries, breakfast items, soft drinks, milkshakes, wraps, and desserts. In response to changing consumer tastes, the company has expanded its menu to include salads, fish, wraps, smoothies, and fruit.
**McDonald's restaurant is operated by either a franchisee, an affiliate, or the corporation itself. thus the revenues come from the rent, royalties, and fees paid by the franchisees, as well as sales in company-operated restaurants