McDonald’s optimizes reusable packaging with RFID tech after France tightens waste rules

10 Jul 2023 --- McDonald’s France is boosting its use of reusable restaurant containers with Checkpoint System’s radio-frequency identification (RFID) technology. The move follows the fast-food giant’s commitment to reduce its packaging and contribute to better recycling systems. 

The partnership coincides with the introduction of new French legislation, which came into effect in January 2023 and fights waste to preserve biodiversity and natural resources.

“With the new French legislation, the sector’s players faced a unique challenge. Europe is tasked with achieving a circular economy within the next decade, and getting there will pose a number of operational obstacles,” says Julien Thibult, RFID sales director at Checkpoint France.

Checkpoint worked with McDonald’s France in 2021 to deliver the project, which involved the installation of RFID hardware and software in restaurants across France. 

The collaboration aims to support the fast-food chain’s aim to reduce waste by providing real-time visibility of its reusable tableware stock, delivering fast and efficient inventory management, optimizing replenishment and ensuring stock lines are protected for long-term security and usability. 

Checkpoint developed “one of the first” food-safe RFID solutions.Reusable revival 
Innova Market Insights pegged “Reusable revival” as a top packaging trend for this year. Consumer belief in the long-term sustainability of reusable and refillable systems remains strong and brands are continuing to explore the viability of wider-scale rollouts.

The global market researcher highlighted that reusability is an important packaging-related purchasing influence for 43% of global consumers – the most widely highlighted aspect and on par with hygiene (42%) and shelf life (42%).

Food-safe RFID
Checkpoint has developed “one of the first” food-safe, heat-and water-resistant RFID solutions. The pioneering design has been applied from cups and bottles to fries containers, enabling them to be monitored and tracked through an automated database.

Furthermore, the database will provide McDonald’s France with real-time data on stock inventory, – including container type and quantities, and replenishment requirements – delivering up to 99% accuracy, notes the vertically integrated RFID solutions provider.

Through an automated track and trace function, restaurants can also pinpoint the location of nearby containers in case a container is accidentally discarded to minimize the risk of shrinkage.

Checkpoint has supplied RFID solutions to more than 1,200 McDonald’s France restaurants.

French legislation updates
At the start of the year, French fast-food restaurants were prohibited from using disposable tableware and cups for on-site meals. The rule required any restaurant with more than 20 seats, which includes work canteens and bakery chains, to provide reusable and washable tableware for customers dining in.

“As the onus is placed on brands and retailers to pave the way for a greener future, it is important for organizations to adjust their business practices accordingly without any adverse effects on their bottom line,” says Frederic Boukara, business unit director France at Checkpoint.

“We have provided an RFID solution to meet the demands of McDonald’s France, not only enabling it to improve its supply chain operations and visibility but future-proofing the brand’s business with the environment in mind.”

By Natalie Schwertheim