Gartner Research

Voice of the Customer Drives Sustainable Packaging Options at McDonald's

Published: 10 April 2018

ID: G00352175

Analyst(s): Laurel Lippay , John Johnson , Beth Coppinger

Summary

Listening and responding to customers can drive brand loyalty. In response to customer demand, McDonald's intends to convert all of its packaging to renewable or recycled materials by 2025. This research identifies how supply chain leaders focused on sourcing can respond to similar customer input.

Table Of Contents
  • Impacts

Analysis

Impacts and Recommendations

  • VoC Is Becoming Stronger and Is Changing How Supply Chains Deliver Value, Placing Greater Emphasis on Brand Loyalty
  • Supply Chains Must Look at Their Entire Ecosystems, Not Just Internal Programs, for Solutions to VoC-Driven Issues, Including Collaboration With Suppliers and Customers
  • Organizations That Are Seen by Their Suppliers as Customer of Choice Receive Access to the Best Innovations, Ideas, Talent and Processes

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