Some people think that there is only a short window of opportunity when sustainability will present a point of different for brands. In this way of thinking it becomes a space race to claim as much of the available ground as possible before sustainability claims are no longer differentiating. I think there is a first mover advantage argument to be made but that also the journey will be endless. In the fast food business their is a fundamental assumption that the entire model depends on scale meaning a small number of large production sites distributing to a high number of outlets. The 'eat local' movement seems incompatible with their whole way of doing business and would be pretty far down the list of measures that most would consider. Mcdonalds has actually made big gains in being the first mover in being a better kind of company than peoples expectations of them but at the same time there is already a fast food company with an 'eat local' business model that could blow much of this out the water. Read more on Springwise. Lets here it for Burgerville.
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