nutrition - McDonalds

McDonald’s USA
nutrition
JOURNEY
A 2012 Progress Report
September 2012
www.mcdonalds.com/nutrition
1 | September 2012
What’s Inside...
TABLE OF CONTENTS
McDonald’s Summary Dashboard (from
August 1, 2011 - July 31, 2012)
unless otherwise noted
Launched in 2011, our commitments are helping
A Message From Our
customers make nutrition-minded choices
President
Commitments to Offer Improved
Nutrition Choices
While we aren’t done yet, we are proud
of our progress
Engaging in Dialogue
How we’re leading… by first listening
The Next Steps in our Journey
Looking ahead to meet our goals by 2020
Timeline of Key Brand Actions
Key milestones along our nutrition journey
Report of Independent Accountants
Independent examination of McDonald’s
nutritional commitment performance progress
conducted by Ernst & Young
Appendix A: Sodium Reduction Exceptions
Appendix B: Glossary and Additional
Resources
I
began my career at McDonald’s in 1978 as
a crew member. Since then, I’ve seen this
company evolve in many ways to keep pace
with our customers’ needs and wants. Take our
menu: Along with our iconic burgers and french
fries, McDonald’s serves fruit, vegetables, whole
grains and low-fat dairy. I’m proud of how far we’ve
come since the days I worked behind the counter.
This past year, McDonald’s took a significant step in
communicating our nutrition journey. Specifically,
in July of 2011, we announced our “Commitments to
Offer Improved Nutrition Choices,” where we shared
our three primary goals:
• champion children’s well-being
• expand and improve nutritionally-balanced
menu choices
• increase customer and employee access to
nutrition information and education
Our overall intent is to help customers – especially
children and families – make nutrition-minded choices,
whether visiting McDonald’s or eating elsewhere.
This report measures our progress over the past
year against our goals and I’m proud of the strides
we’ve made. We’re bringing new, wholesome options
to our customers while encouraging good lifestyle
choices. At the same time, we recognize there’s still
more to do. And we can’t go it alone.
Our founder, Ray Kroc, believed we can learn more
and do more when we work with others. That’s why
we’ve asked many people to join our journey. We
teamed up with food and nutrition experts,
suppliers, government and non-government
organizations and consumers.
As you’ll see throughout this report, we’re listening
and responding. At the same time, we recognize
that there are still many areas where we can
further improve.
Many people look to us as a company that can and
should lead by example. We take that expectation
very seriously and we’re not resting. Instead, we’re
accelerating our efforts to help customers and
employees make informed nutrition choices. Our
nutrition journey will continue and we promise to
bring you along with us.
Janice L. Fields
President, McDonald’s USA
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3 | September 2012
McDonald’s
Summary Dashboard
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5 | September 2012
National Nutrition Commitments
1
Automatically include produce or low-fat
dairy in each Happy Meal.
National Nutrition Commitments
3
Our Journey
Promote Happy Meal Options that meet the new,
rigorous Council of Better Business Bureaus
(CBBB) Children’s Food and Beverage Advertising
Initiative (CFBAI) Food Pledge standards.
McDonald’s new Happy Meal launched in March of 2012 automatically includes Apple Slices, a kids size fry, and
the option of a beverage including fat-free chocolate milk, 1% low-fat white milk, apple juice or a soft drink.
Our Journey
McDonald’s now promotes Happy Meal options that meet the new nutritional criteria in the CFBAI Food
Pledge in national kids’ communications.
Criteria
• Fruit or vegetables are produce. (See www.dictionary.com - agricultural products
collectively, especially vegetables and fruits.)
• Low-fat dairy is defined in Appendix B glossary.
All of McDonald’s nationally advertised Happy Meals offer at least 1 ½ servings of at least one
recommended food group and three or more essential nutrients. Appendix B lists the five McDonald’s
Happy Meals that are included in our CFBAI commitment.
• Automatically is defined in Appendix B glossary.
Criteria
National Nutrition Commitments
2
Develop additional vegetable, fruit or low-fat
dairy choices for the Happy Meal and roll
out over the next few years.
• Nutritional Criteria: See Council of Better Business Bureau Children’s Food and Beverage
Advertising Initiative (“CFBAI”), Category-Specific Uniform Nutrition Criteria in Appendix
B glossary.
• National Communications is defined in Appendix B glossary.
• Communication vehicles covered by this commitment are set forth in Appendix B glossary.
• Nutrition measurements performed are defined in Appendix B glossary.
Our Journey
McDonald’s changed from Apple Dippers (which included caramel dip) to Apple Slices (a smaller portion
but no caramel dip)., which are automatically included in the Happy Meal.
McDonald’s changed from a 1% low-fat chocolate milk option to a fat-free chocolate milk option, going
beyond the commitment for low-fat dairy.
National Nutrition Commitments
4
Reduce sodium by an average of 15 percent
overall across the national menu of food
choices, excluding beverages, by 2015.
Criteria
• Examples of fruit and vegetables are set forth by Produce for a Better Health Foundation, www.
pbhfoundation.org
• Low-fat dairy is defined by the FDA. See 21 CFR 101.62 (b)(2) and 21 CFR 130.10, et. seq., if
applicable. Also, see 21 CFR 131.203 for low-fat yogurt.
Our Journey
Since early 2011, McDonald’s has reduced the sodium across the national menu of food choices by 11.3% percent.
Reductions in sodium occurred in the following: Regular, Quarter Pounder and Big Mac buns; most chicken menu
items; low-fat yogurt and as a result of transitioning from Honey Wheat Roll to Bakery Style Bun. The following
menu choices had a reduction in sodium due to changes in serving sizes – McFlurry with M&M® candies (12 fl oz
cup) and McFlurry with OREO®* Cookies (12 fl oz cup).
Combined, these changes impacted 38 out of 75 McDonald’s menu choices.
*OREO is a registered trademark of Kraft Foods.
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Criteria
National Nutrition Commitments
McDonald’s national menu of food choices is defined as menu items offered in at least 90% of all McDonald’s
USA restaurants reporting menu item mix.
6
• The sodium reduction calculation is for a reporting period from February 2, 2011 to July 25, 2012.
Specifically, the sodium reduction is calculated by a straight average. Non-permanent national menu
items were included in the average, but were weighted based off each menu item’s promotional time
on the menu.
• Reported sodium levels, in milligrams (mg), are sourced from “McDonald’s USA Nutrition Facts for
Popular Menu Items,” which was listed on McDonald’s website (updates occurred on February 2, 2011
and July 25, 2012).
• For the purpose of this commitment, McCafé shakes are considered a beverage.
• *Exceptions to sodium reduction calculations are listed in Appendix A.
• Nutrition measurements performed are defined in Appendix B glossary.
Promote nutrition and/or active lifestyle messages
in 100 percent of national kids’ communications,
including merchandising, advertising, digital and
Happy Meal packaging by the end of 2012.
Our Journey
Over 90 percent of McDonald’s national paid Happy Meal TV ads, since March of 2012 include a
nutrition or active lifestyle message.
McDonald’s in-restaurant Happy Meal toy merchandiser features pictures and messages to
increase awareness of Happy Meal Apple Slices and to encourage balanced eating choices.
The McDonald’s website, specifically www.happymeal.com, now includes nutrition or active
lifestyle messages
National Nutrition Commitments
5
Reduce added sugars, saturated fat
and calories with varied portion sizes,
reformulations and innovations by 2020
Our Journey
McDonald’s initiated the planning for a U.S. Task Force that will develop a plan to reduce
added sugars, saturated fat and calories by 2020.
The Happy Meal box includes nutrition or active lifestyle messages.
McDonald’s has no national radio ads, third party print ads, or word of mouth advertising
intended for kids. McDonald’s has no national communications in third party video and
computer games, DVDs intended for kids.
Criteria
• Kids are defined as children under 12 years old.
• Nutrition Messages is defined in the Appendix B glossary.
• Active Lifestyle messages is defined in the Appendix B glossary.
• National Communication vehicles covered by this commitment are defined in the Appendix B glossary.
Criteria
• Excludes network errors, unanticipated viewership by children, and inadvertent errors of less than 0.5%
error associated with McDonald’s actions.
• Unlike calories, saturated fat and sodium, “added sugar” is not a universally
understood term. For the purpose of this commitment, McDonald’s will rely on the
definition of “added sugars” in Appendix B glossary.
National Nutrition Commitments
• Portion size is defined in Appendix B glossary.
• Reformulations and innovations to the menu are defined in Appendix B glossary.
• Nutrition measurements performed is defined in Appendix B glossary.
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7
Establish a Kids’ Food and Nutrition Advisory
Board comprised of parents and experts in
children’s nutrition, education and behavior
to help develop effective nutrition and
active lifestyle marketing messages and
programming for kids.
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Our Journey
Criteria
McDonald’s established a global Parents’ Table in March, 2012. The membership is comprised of 10 parents
and dads from the U.S., U.K., Australia, France, Spain, Brazil, Mexico and Taiwan. McDonald’s met with the
Parents’ Table twice to focus on how the company can play a positive role in children’s well-being.
• Funding defined as support (financial and/or in-kind) for events or programs related to
nutrition awareness.
McDonald’s also met regularly with its Global Advisory Council (GAC), a group of 12 independent and
international nutrition, health and food science experts. From January through July 2012, McDonald’s
met twice with the GAC to discuss how McDonald’s can strengthen commitments to nutrition and
children’s well-being.
• Nutrition Messages is defined in Appendix B glossary.
• Grassroots defined as action at the community level.
• Active Lifestyle messages is defined in Appendix B glossary.
Criteria
National Nutrition Commitments
• Meet regularly (at least three times per year) with the advisory board and with experts.
• Advisory board provides feedback and input on McDonald’s taking an active role in nutrition and active
lifestyle messages and programs for kids.
9
• Meetings focused on advisory board providing feedback, input on McDonald’s taking an active role in
nutrition and active lifestyle messages, programs for kids.
Expand in-restaurant, website, mobile
communications and marketing vehicles making
access to nutrition information even easier.
• Experts in children’s nutrition, education and behaviour: Professionally trained and credentialed
individuals, with commensurate education and experience, in children’s nutrition, education and behaviour.
• Nutrition: Science of food; the nutrients and substances therein; their action, interaction and balance in
relation to health and disease; and the process by which the body ingests, digests, absorbs, transports,
utilizes and excretes food substances. Wardaw’s Perspectives in Nutrition, 8th edition. 2007.
• Nutrition Messages is defined in Appendix B glossary.
• Active Lifestyle messages is defined in the Appendix B glossary.
Our Journey
McDonald’s introduced a new mobile application where customers can access
nutritional information for all of McDonald’s food and beverages choices via their
iPhone, iPad, Blackberry and Android smartphones. To date, more than 290,000 people
have downloaded the McDonald’s app.
McDonald’s transitioned from Bag a Meal to My Meal Builder on mcdonalds.com, which
allows for more menu item customization by customers.
National Nutrition Commitments
8
Provide funding for grassroots community
nutrition awareness programs.
Our Journey
McDonald’s and its independent franchisees in the New York tri-state area and in Philadelphia
worked with community-based groups to help promote and encourage nutritious eating
habits and physical activity.
McDonald’s also launched the Favorites Under 400 calorie menu platform to make
calorie information more visible for some of our customers’ favorite McDonald’s items at
point of purchase.
Criteria
• Nutrition information is defined as calories, total fat, saturated fat, sodium, protein,
carbohydrates, cholesterol, dietary fiber, sugars, vitamin A, vitamin C, iron or
calcium or some combination of the preceding elements. Nutrition also includes
messaging as defined in the Appendix B glossary.
• Marketing vehicles are defined as mobile apps, smart phones, digital tablets and
other vehicles.
During late 2011 and early 2012, the Philadelphia McDonald’s franchisees awarded four local
schools $1,000 each to support nutrition and physical activity programming through the What
We’re Made Of program.
In New York, McDonald’s franchisees launched an initiative to provide funding to local
organizations to support nutrition awareness programs. The community recipients of the New
York grant program were announced in August 2012.
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National Nutrition Commitments
10
Embark on a Listening Tour to hear from
parents and nutrition experts about how
McDonald’s can play a role in nutrition.
National Nutrition Commitments
12
Enter into an agreement with third party to
attest our performance/progress against our
commitment goals.
Our Journey
Our Journey
Members of McDonald’s management team participated in 12 listening tour stops from August
2011-July 31, 2012. Ten of the 12 stops were focused on how McDonald’s can take an active and
leadership role in nutrition and children’s well-being.
Engaged Ernst & Young LLP to perform an examination and express an opinion on
McDonald’s assertions relating to progress on our nutrition commitments.
Listening tour audiences were comprised of parents, nutrition experts, college students and
customers. Tour stops occurred at blogger conferences, nutrition conferences/events and online
via @McDonalds Twitter chats.
Criteria
• Independent third-party firm
Criteria
• Listening Tour audiences – include parents, customers, experts in fields of food,
nutrition, sustainability.
National Nutrition Commitments
11
Launch new online parents’ forum for
McDonald’s and parents to engage
on nutrition topics.
Our Journey
McDonald’s launched the Family Arches Community where members can engage with
McDonald’s on nutrition and well-being topics. As of July 31, 2012, more than 450 members
participate in the community.
Criteria
• Nutrition topics is defined in Appendix B glossary.
• Nutrition topics are posted by McDonald’s in the forum at least twice per month.
• Interaction is defined in Appendix B glossary.
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Commitments to offer
improved nutrition choices
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At McDonald’s, we believe
continuous improvement is a
journey, not a destination. For
more than 55 years, we’ve
evolved our menu to meet
the changing needs of our
customers. The following provides
details of our “Commitments to
Offer Improved Nutrition Choices”
announcement in July 2011.
My Meal Builder
on McDonalds.
com is an online
tool that helps
customers
create and
customize meal
combinations
and view detailed
nutrition and
ingredient
information.
Earlier this year, we introduced
our new Happy Meal, which
now automatically includes
a side of fruit and a kids size
fry. We launched our new
children’s Happy Meal television
advertising and Happy Meal
packaging, which now features
a nutrition and/or active
lifestyle message in a fun and
engaging way. We also added
nutrition and active lifestyle
information and activities
on www.happymeal.com. In
addition, local McDonald’s
franchisees in New York and
Philadelphia are providing
funding for educational
programs to give kids and
families the opportunity to learn
about nutrition and engage in
activities that contribute to their
overall well-being.
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chicken menu
items have been
reduced in sodium
When we developed our “Commitment to
Offer Improved Nutrition Choices,” we kept
that challenge in mind. Customers today are
more aware of the foods they eat. Many are
interested in making more nutritious choices. By
making menu items from recommended food
groups accessible and affordable, and by being
transparent about all of our menu options, we’re
committed to making this goal a reality
Making nutritionminded choices fun
and easy
We’re a family brand, so kids
are at the heart of the nutrition
commitments we made in 2011.
We promised to champion
children’s well-being by offering
more nutrition-minded menu
options and by including nutrition
and active lifestyle messages in
our marketing initiatives.
100% of our
Putting Innovation on the Front Burner
Evolving our menu and continuing to offer our
customers a variety of choices are top priorities
at McDonald’s. But it’s not just about nutrition.
It’s about making wholesome foods taste great.
It’s also about preparing high-quality, greattasting food that’s affordable, fun and easy.
Since early 2011, our menu innovation team –
comprised of registered dietitians, chefs and
food scientists – reduced sodium across our
national menu of food choices by more than 11
percent. In total, 38 of our 75 menu items across
the national menu of food choices had
a reduction in sodium.
And earlier this year we offered customers fresh
blueberries during the peak of summer when
we introduced the limited-time Blueberry
Banana Nut Oatmeal, expanding on our
oatmeal choices for customers.
Increasing Nutrition Information
and Awareness
Evolving the way we eat isn’t easy. To motivate
behavior change, nutrition should be fun
and simple.
Making Nutrition Information Easy
and Accessible
It may be surprising for many to learn that
about 80 percent of our national menu choices
(including beverages) are 400 calories or less for
the standard recipe (does not include sauces,
salad dressings, custom orders or additional
condiments). We strive to make our nutrition
information accessible for today’s busy, onthe-go customer. We’re excited about the
McDonald’s mobile app we developed in 2011.
With this app, nutrition information is at our
customers’ fingertips. To date, approximately
290,000 people have downloaded the
McDonald’s app. For those who want more, we
created My Meal Builder, an online tool that
helps customers create and customize meal
combinations and view detailed nutrition and
ingredient information for those meals.
And in July, we offered our customers a new
menu platform, Favorites Under 400, that
provides calorie information at point of purchase
in our restaurants and in drive-thrus for some of
their favorite McDonald’s choices. Like our mobile
app, Favorites Under 400 seeks to empower our
customers and employees to make choices that
are right for their calorie needs.
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Engaging in
Dialogue
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What about the idea
of a grilled Chicken
McNuggets? Chicken
McNuggets without
the breading?
– Registered dietitian
Have you thought
about options such as
different fruits? Grapes?
Orange slices? Veggies?
Broccoli? Cucumbers?
At McDonald’s, our menu needs to reflect the changing tastes and
needs of our customers. To do that, we need to stay at least one
step ahead. We start by listening to customers, understanding their
lives, analyzing nutritional data, and looking ahead to identify emerging
trends. We consider customer insights in everything we do – from
taste and quality to nutrition, value and choice.
– Mom, customer
Ensuring our customers’ voices are heard is a critical part of who we
are as a brand. And today, we’re engaging them in new ways like our
listening tour and Family Arches Community so that we can continue
to have conversations and, most importantly, listen.
when making choices overall. So we talked
with parents and kids to help inform how we
can make nutrition information meaningful,
and easy to understand so they can apply it
when making meal choices.
Leading by Listening
Over the past year, McDonald’s executives
and other key decision-makers embarked
on a nationwide listening tour, seeking input
from various stakeholder groups on how we
can best serve our customers when it comes
to nutrition, community and the environment.
As of July 31, 2012, we have hosted 12 listening
tour stops, 10 of which were focused on our
menu and nutrition. We heard directly from
attendees about how McDonald’s can play
a role in addressing and helping to solve
important issues within each of these focus
areas. Participants indicate that they see the
progress we are making and encourage us to
continue to identify ways in which we can be
a part of the solution, make nutrition easy and
offer additional choices.
When communicating nutrition information to
kids, we wanted to do it in a way so they would
understand what nutrition and balanced
eating means – not just at McDonald’s, but
20 | September 2012
Launched publicly in February, 2012,
McDonald’s Family Arches is quickly becoming
a thriving online community for parent
engagement, with both McDonald’s and
among other parents. This social community
for parents connects mutually-interested
people in discussions about the topics most
meaningful to them. In addition, it provides a
vehicle for McDonald’s to dialogue with parents
on important topics. Finally, The Family Arches
is a place for our members to hear first-hand
monthly nutrition updates, participate in focus
groups and provide meaningful feedback.
We also introduced our Global Parents’
Table comprised of 10 moms and dads from
around the world. Their passion for the art of
parenting and their willingness to provide
candid feedback is essential for the evolution
of McDonald’s worldwide. We’re empowering
these parents to share feedback regarding
specific business actions and brand efforts,
including initiatives around menu development,
restaurant design and children’s well-being.
For more information about McDonald’s listening
tour please visit McDonalds.com/Changing.
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The Next Steps in
Our Journey
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Approximately
80 PERCENT
of McDonald’s
national menu
choices are 400
calories or less
Since the
introduction of
Apple Slice to
the Happy Meal,
we anticipate
introducing about
100 million
cups of apples
annually into
the diets of
our youngest
customers.
choices. And by 2020, we plan to reduce added
sugars, saturated fat and calories through varied
portion sizes, reformulations and innovations.
W
hile we are not yet satisfied, we are
proud of our progress. We’re striving for
excellence as we continue to accelerate
our nutrition-related efforts. We believe we’re doing
the right things and are on-track to meet all of our
nutrition commitment goals by 2020.
Ultimately, many of our nutrition commitments
center around the food we offer. So, in the
McDonald’s test kitchen, we’re continuing to look
for ways that we can expand menu choices and
incorporate additional fruit and vegetable options.
We’re also testing some new choices in a small
number of markets across the country that offer
additional balanced meal options for breakfast
like egg whites and English muffins, made with
whole grains, as well as seasonal fruit. Customer
feedback and demand in these communities
will let us know whether these menu items will be
offered nationwide.
Later this year, our two Happy Meal Chef contest
winners will serve as apprentices to our world-class
executive chef Dan Coudreaut. They will assist
Chef Dan in the kitchen to help us explore possible
new Happy Meal choices. And as part of our menu
innovation, we will continue to test new, nutritionminded Happy Meal entrées and sides.
By 2015, McDonald’s will reduce sodium an average
of 15 percent overall across our national menu of food
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In addition to menu innovation, we’re also
continuing to identify new ways in which we can
provide our customers and our employees with
nutrition information. For example, this fall we
will be introducing a new nutrition education
component to our restaurant employee training
modules. Specifically, the program will help to
better inform approximately 750,000 employees
working in McDonald’s and franchisee
restaurants across the nation on how McDonald’s
food can fit into a balanced lifestyle and how
they, in turn, can help better answer customer
questions about our menu.
And later this year, we will be offering customers
updated functionality to our mobile app that
will allow them to receive nutrition information
on their customized menu choices. Change
isn’t instantaneous. But we are dedicated to
helping make it easier for our employees and our
customers to make smart choices every day. We
want our customers to feel good about the food
they eat and we’re dedicated to helping them
find a balance of quality, great-tasting choices
at McDonald’s.
It takes time to create the foods that meet the
taste, nutrition and quality standards of our
customers and our company. It takes time to
ensure that our customers around the country
will embrace the changes we’re making. But we
are committed to being a part of the solution and
to the journey ahead.
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Timeline of Key
Brand Actions
2012
New Happy Meal automatically
includes Apple Slices, and kids-size fry.
Fat free chocolate milk as a low-fat dairy
beverage choice is also introduced
McDonald’s has always been committed to responding to our customers’ needs. We’ve been a leader when
it comes to nutrition information, providing our customers with information about our menu for more than 30
years. Recently, customers have told us they are trying harder to be more nutrition-minded for themselves and
their families. And we listened. That’s why we are accelerating our efforts to serve food people feel better about
eating and to help customers make informed nutrition choices.
McDonald’s national Happy Meal
television ads, in-restaurant toy
merchandiser, happymeal.com website
and Happy Meal box include a nutrition
or active lifestyle
Customers can visit McDonalds.com/Nutrition to access detailed nutritional information about our menu items.
2006
2010
McDonald’s joins Council of
Better Business Bureaus’
Children’s Food and Beverage
Advertising Initiative
2004
2002
1979
1972
Egg McMuffin sandwich
becomes McDonald’s first
breakfast item
McDonald’s
introduces
Happy Meal to
national menu
Fruit ‘n Yogurt Parfait
launches, offering 1/3
cup of low-fat yogurt
Snack Wrap offers
customers smaller portions
of chicken sandwiches
Happy Meal choices
offer kids Apple Dippers,
1% low-fat milk, and 100%
apple juice
2011
Fruit & Maple Oatmeal becomes latest breakfast
choice under 300 calories
2005
2003
1996
1973
McDonald’s becomes one
of the first restaurant
companies to make nutrition
information available
26 | September 2012
Food & Nutrition
section premiers on
www.mcdonalds.com.
Real Fruit
Smoothies on McCafé
menu provide up to ½
cup of fruit per
serving
McDonald’s establishes a global
Parents’ Table and online community,
Family Arches, to gain feedback
from parents on how McDonald’s
can play a positive role in
children’s well-being
Nutrition information
appears on Happy Meal
boxes and bags
New Chicken McNuggets made
with all white meat appears on menus
McDonald’s adds Fruit &
Walnut salad to menu
McDonald’s introduces “Bag-aMcMeal” and “Customize Your
Order” online
McDonald’s partners with
Produce for Better Health
Foundation to encourage
eating more fruits
and vegetables
Premium Salads join the menu,
each offering three cups of vegetables
McDonald’s reduces sodium in
Chicken McNuggets by 13 percent
2008
McDonald’s
announces zero
grams of trans fat
in cooking oil
McDonald’s introduces Wholesome Starts Menu,
featuring customer favorites items for 300 calories
or less, including the world-famous Egg McMuffin
McDonald’s reduces sodium by 10 percent in the
majority of its national chicken menu offerings
McDonald’s announces “Commitments to Offer
Improved Nutrition Choices” – a set of 12
commitments to help customers, especially families
and children, make nutrition-minded choices
whether visiting McDonald’s or eating elsewhere
New McDonald’s mobile app gives customers
more access to nutritional information
Transitioned from Bag a Meal to My Meal Builder
on mcdonalds.com, which allows for more
customization by customers
27 | September 2012
Report of Independent
Accountants
McDonald’s USA LLC
We have examined management’s assertions,
included in the McDonald’s Summary Dashboard
of the accompanying report by McDonald’s USA
management titled, McDonald’s USA Nutrition
Journey: 2012 Progress Report, that describes
McDonald’s USA’s progress against the nutritional
commitments (i.e., “Our Journey”) as of and for
the period from August 1, 2011 to July 31, 2012, as
presented in accordance with McDonald’s USA
criteria listed on pages 4 – 13. McDonald’s USA
management is responsible for the criteria and
its assertions. Our responsibility is to express an
opinion on management’s assertions based on
our examination.
Our examination was conducted in accordance
with attestation standards established by the
American Institute of Certified Public Accountants
and, accordingly, included obtaining an
understanding of the nature of the criteria and
information gathered relating to the Company’s
nutritional commitments and related internal
controls. Our examination also included
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examining, on a test basis, evidence supporting the
Company’s assertions and performing such other
procedures as we considered necessary under the
circumstances. We believe that our examination
provides a reasonable basis for our opinion.
Nutritional data are subject to inherent
limitations, given the nature and the methods
used for determining such data. The selection
of different but acceptable measurement
techniques can result in materially different
measurements. The precision of different
measurement techniques may also vary.
In our opinion, McDonald’s USA’s assertions referred
to above are fairly stated, in all material respects,
based on the criteria disclosed in McDonald’s USA
Nutrition Journey: 2012 Progress Report.
September 7, 2012
29 | September 2012
Appendix A:
Exceptions to the Sodium Reduction Calculations – McChicken/Hot & Spicy
McChicken, Biscuits/ regular & large size, Cookies, and 20 piece McNuggets
Exceptions to the Sodium Reduction Calculations – McChicken/
Hot & Spicy McChicken, Biscuits/ regular & large size, Cookies,
and 20 piece McNuggets.
1) McChicken & Biscuits – Due to differing taste preferences
and competitive sets some markets have a choice of offering
1 of 2 products.
a. McChicken / Hot & Spicy McChicken – Due to customer
taste preferences in the western part of the U.S., some
markets offer the Hot & Spicy McChicken instead of the
McChicken. This sandwich uses the same chicken patty
but uses a different coating / breading. Both menu items
are considered a core menu item but are not sold in
at least 90% of all restaurants. The sodium levels used
in our calculations is an average of these 2 products
(McChicken )800mg +(Hot & Spicy)1,030mg/2 = 915 mg
b. Biscuits / regular or large size – Due to customers
preference for biscuits in the southern part of the
U.S., some markets have chosen to offer our biscuit
sandwiches and breakfast platters* with a larger
biscuit instead of the regular biscuit. The data provided
by our Point of Service (POS) systems (via Market
Analytics) does not specify which size biscuit was sold.
To accommodate for this we have taken an average of
the 2 sodium levels for each product i.e. Sausage Biscuit
Sandwich calculation was (regular Biscuit) 1,080mg +
(large Biscuit) 1,190mg/ 2 = 1,135mg.
2) Cookies – We currently offer 3 flavors of cookies (Chocolate
Chip, Oatmeal Raisin & Sugar Cookies). Cookies are offered
individually, in 3 cookie packs or 13 cookie pack totes.
Because of the number of possible flavor combinations, the
number of cookies sold (i.e. 1 cookie, 3 pack etc.) is recorded
in our POS system rather than the flavor of the cookie. While
we know that all cookies are offered in 90% of restaurants, we
do not have the number of restaurants selling each flavor. We
have decided to include the specific sodium for each cookie
flavor even though each cookie flavor doesn’t meet our “at
least 90% of restaurants selling criteria.”
3) 20 piece McNuggets are offered in at least 90% of McDonald’s
restaurants and are included in the calculations. McDonald’s
restaurants no longer carry the 20 piece McNuggets box
/ packaging so when a customer orders the 20 piece
McNuggets they are given 2 boxes of 10 piece McNuggets.
Because the 20 piece McNuggets box / packaging is no
longer available, it is not listed separately in “McDonald’s USA
Nutrition Facts for Popular Menu Items” documentation.
Please note single packets and single servings of condiments,
salad dressings & sauces** are not included in calculations.
Condiments and sauces that are part of the standard menu
recipe are included.
Footnotes
*Biscuit Breakfast Sandwiches = Bacon, Egg & Cheese Biscuit
Sandwich, Sausage Biscuit Sandwich, Sausage Biscuit w/ Egg
Sandwich and the Southern Style Chicken Biscuit Sandwich
and Breakfast platters, i.e. Big Breakfast and Big Breakfast
with Hot Cakes.
** Condiments = Salt packet, ketchup packet, sugar packets, Lowfat Caramel Dip, honey, peanuts (for Sundaes), buttered garlic
croutons, hotcake syrup, whipped margarine (1 pat), grape
jam, coffee creamer, strawberry preserves, EQUAL 0 Calorie
Sweetener and SPLENDA No Calorie Sweetener Salad dressings
= Newman’s Own Creamy Southwest Dressing, Newman’s Own
Creamy Caesar Dressing, Newman’s Own Low Fat Balsamic
Vinaigrette, Newman’s Own Low Fat Family Recipe Italian
Dressing, Newman’s Own Ranch Dressing and Newman’s Own
Low Fat Sesame Ginger Dressing. Sauces = Tangy Barbeque
Sauce, Hot Mustard Sauce, Sweet ‘N Sour Sauce, Spicy Buffalo
Sauce, Creamy Ranch Sauce, Honey Mustard Sauce, Chipotle
Barbeque Sauce, Hot Habanero Sauce and Sweet Chili Sauce.
Glossary and Additional Resources
• Added sugars is defined as sugars, syrups and other caloric
sweeteners that are added to foods during processing,
preparation or consumed separately. Added sugars sweeten
the flavor of foods and beverages and improve their
palatability. They are also added to foods for preservation
purposes and to provide functional attributes such as viscosity,
texture, body and browning capacity. Added sugars do not
include naturally occurring sugars such a those in fruit or
30 | September 2012
•
McDonald’s owned websites covered by this
commitment are those national websites primarily
directed to children under 12 years old. This includes
happymeal.com and mcworld.com
•
Video and computer games covered by this
commitment are those rated “Early Childhood” or “EC” or
that are age graded on the label or packaging as being
primarily directed to children under 12 years old.
•
DVDs covered by this commitment are G-rated movies
that are primarily directed to children under 12 years
old, and other DVDs whose content is primarily directed
to children under 12 years old.
•
Cell phone and PDAs communications covered by
this commitment are those national communications
primarily directed to children under 12 years old.
•
Word of Mouth: communications covered by this
commitment are as defined in the CFBAI: http://www.
bbb.org/us/enhanced-core-principles/
• Council of Better Business Bureau (CBBB) Children’s Food and
Beverage Advertising Initiative Food Pledge Standards:
http://www.bbb.org/us/childrens-food-and-beverageadvertising-initiative/
• McDonald’s 2012 Restated Pledge: http://www.bbb.org/us/
mcdonalds-usa-llc/
• Innovations are defined as the introduction of new or
reformulated menu choices.
• Interaction is defined as reading, posting comments
and sharing nutrition related content. All interactions
are measured within the administrative tools of the
forum software.
Appendix B:
• Active lifestyle messages include messaging about physical
activity or other health-promoting activities.
print, company-owned websites, third-party paid internet,
Happy Meal boxes, video and computer games, DVDs, cell
phones and PDAs, word of mouth advertising and the toy
merchandiser (display in McDonald’s restaurants that features
the current Happy Meal toys).
• For TV, radio and third-party paid internet,
communications directed to children under 12 years
old means: 1) National media purchased according to
Nielsen standard demographics for audiences under
12 for television and internet and media purchased
according to Arbitron standard demographics for
audiences under 12 for radio; or 2) National media
purchased for any program or website where the
audience generally consists of 30% or more of children
under the age of 12 years.
milk. Dietary Guidelines for Americans, 2010. 7th edition. USDA
and USDHHS. www.dietaryguidelines.gov accessed May 11,
2012. Added sugars do not include naturally occurring sugars
such as those in fruit, fruit juice or milk.
• Automatically is defined as included as part of the standard
configuration, allowing for customers to opt out of inclusion
per request.
• Communication vehicles covered by nutrition commitments
three and six are national TV, radio, third-party paid
• McDonald’s Happy Meals – the five Happy Meals that meet
the CFBAI Food Pledge and that offer at least 1 ½ servings of
at least one recommended food group and three or more
essential nutrients are:
• 4 Piece Chicken McNuggets Happy Meal with kids size
fries, Apple Slices and 1% low-fat white milk
•
4 Piece Chicken McNuggets Happy Meal with kids size
fries, Apple Slices and fat-free chocolate milk
•
4 Piece Chicken McNuggets Happy Meal with kids size
fries, Apple Slices and Apple Juice Box
•
Hamburger Happy Meal with kids size fries, Apple Slices
and fat-free chocolate milk
•
Hamburger Happy Meal with kids size fries, Apple Slices
and Apple Juice Box
•
These meals also meet the CFBAI’s criteria on “Nutrients
to Limit”:
• Meals that are 600 calories or less
• Meals that contain 10% or less saturated fat
• Meals that contain 740 mg or less of sodium
• Meals that contain 20/15 grams or less of
total sugars
• Low-fat dairy is defined as a milk-based or protein-based
(including soy) food meeting the definition of (1) “low fat” under
21 CFR 101.62 (b) (2) or (2) “low fat yogurt” under 21 CFR 131.203.
• National communications is defined as any commercial
message paid for and approved by McDonald’s USA and its
affiliates, in TV, radio, third-party paid print, company-owned
websites, third-party paid internet, video and computer games,
DVDs, cell phones, PDAs or word of mouth advertising that is
disseminated to all or a substantial portion of the United States.
National advertising does not include point of sale materials
(i.e., menus, tray liners, kiosks, signs, food wraps, boxes, bags,
packages). However, national communications does include
messaging on the Happy Meal box itself and the Happy Meal
toy in-restaurant merchandiser for commitment six.
• Nutrition messages include messages that encourage
consumption of fruits, vegetables, low fat dairy, whole grains
or lean meats. Nutrition messages also include portion control,
food groups and nutrients, eating a balanced diet, eating a
diet from the MyPlate food groups (fruit, vegetable, protein,
dairy and grains), hydration, or any message encouraging
improved nutrition choices for food and beverages.
For more detailed information about dietary recommendations,
food groups, individual nutrients and food components, and
nutrient-dense foods and beverages, please visit:
• Dietary Guidelines for Americans, 2010
• U.S. Department of Agriculture MyPlate
• Produce for Better Health Foundation
• Dairy Management Inc.
• The Whole Grains Council
• Nutrition measurements, performed by an independent thirdparty laboratory in accordance with AOAC INTERNATIONAL
and McDonald’s Nutrition Procedure Manual, are wellestablished standards and methods for chemically analyzing
the contents of foods and beverages, that include but are not
limited to calories, sugars, lipids(fats) and sodium.
• Nutrition topics are defined as articles, discussion threads,
surveys and other electronic content posted by McDonald’s
that encourage conversation about nutrition, health and/or
active lifestyles.
• Portion size is defined as the amount of food served or
consumed in one eating occasion. Dietary Guidelines for
Americans, 2010. 7th edition. USDA and USDHHS. www.
dietaryguidelines.gov Accessed May 11, 2012.
• Reformulations are defined as any change or modification to
a formulation or recipe component of a menu choice.
©2012 McDonald’s
All trademarks used herin are the property of their
respective owners
31 | September 2012
© 2012 McDonald’s
32 | September 2012