McDonald’s Germany ran a ten-day sustainable packaging experiment in light of the EU’s impending ban on single-use plastics in 2021. The pilot programme saw the Mall of Berlin stall operating plastic-free, serving burgers in packaging made from grass, and McFlurry’s being served in edible packaging with wooden spoons.
Not everything was received well, with several customers noting the displeasing taste of wood with the new McFlurry spoon. However, the tests revealed valuable insight into what customers want, and McDonald’s plans to roll out further tests across stores in the UK, Canada, Japan and the Netherlands.
From the tests, it was revealed that around one-third of customers said they would pay as much as 10 percent more for their meals if it meant less single-use plastic. McDonald’s is on a mission to use packaging from a sustainable source by 2025.