Justine Maillot <justine@breakfreefromplastic.org>

28 Feb 2023,

Dear all, 

We wanted to flag that today McDonald’s released the “No Silver Bullet” campaign, based on a study they commissioned from Kerney Consultancy about consumer-facing packaging in the European informal eating out (IEO) sector. 

The study aims at pushing back on reuse as a solution for the fast-food sector, both dine-in and takeaway, and is directly and explicitly intended at watering down the reuse measures in the Packaging and Packaging Waste Regulation (PPWR), currently being discussed in the European Parliament and Council. 

The detailed data behind the figures in this report is not made available in the report, so we have asked the consultancy who did the report to get it (let's see if we ever do!).

You can find here a short reaction with quotes from EEB and ZWE.

Also, if that is of interest, we started to put together a few preliminary remarks on the content of the report. Note that this is work in progress and for internal use only. Without the full data, we can't do a proper analysis of the report, but if we get the data from the consultancy, we may consider doing a two-pager that we can use publicly to debunk the figures and arguments in the report.

Do not hesitate if you have any questions! This move from McDonalds is frustrating to say the least - even though not so surprising - and it confirms one thing: we are in the "and then they fight you" stage... and you know what comes next

Emma and Justine