This case study focuses on the impetus for fast-food outlets to become more sustainable in all their business practices. In an effort to adopt the principles of the UN Sustainable Development Goals and specific national government commitments, combined with investor pressure and pressure from conscious consumers, fast-food outlets such as Leon offer customers healthier sustainable fast-food options. Leon embraces a sustainability strategy that values natural resources, reduces and recycles waste, and supports fair-trade companies. Furthermore, Leon pays its staff above the national living wage and promotes flexible work practices, which somewhat redresses the poor reputation of fast-food companies employees’ working conditions. There are other styles of fast-food outlet that embrace similar principles and practices, such as Itsu, Tossed and Crussh.

Fast-food companies such as McDonald’s, Burger King, Domino’s, Subway, KFC and Pizza Hut have also been prompted to develop and implement sustainable practices, and have set science-based targets to reduce their gas emissions, reduce their carbon footprints and enhance their traceability practices. This case explores the rate and extent of progress in the sector in developing and implementing sustainable and ethical practices, and explores issues such as responsible food sourcing, adoption of new technology that augments sustainability, process redesign, inward and outward distribution challenges, ethical consideration of human resources, and managing customers and other stakeholder expectations.

In 2015, the 2030 Agenda for Sustainable Development was adopted by all United Nations Member States. It comprises 17 Sustainable Development Goals (SDGs) and is a ‘call to action’ by all countries to improve health and education, end poverty, reduce inequality and support economic growth, while tackling climate change and working to preserve our planet (United Nations 2022). This agenda has prompted national governments to develop specific economic and sustainable plans and targets in various sectors to support the development and implementation of these initiatives for business and consumers alike. Likewise, conscious consumers are aware of these sustainability goals and are anxious to support sustainable and ethical practices for the planet and the greater good of society and future generations.....

Questions 

1. Discuss the issues fast-food outlets should consider when developing and implementing sustainable and ethical practices, and the implications for revising their services marketing mix. 

2. Describe the role technology could play in assisting sustainable business practices for fast-food outlets. Comment on the benefits for consumers as well as for the fast-food brands.  

3. The most important assets in all service-led organizations are their employees. What facets of ethical and sustainable practices might apply to their roles, operational processes, interactions with customers and day-to-day working practices that will impact employees the most? 

4. How might quality and productivity strategies impact fast-food outlets as well as the labour market by becoming more sustainable and ethical?