McDonald's Challenges EU Reusable Packaging Mandate with Fiber-Based Evidence

McDonald's released "The Complex Reality of Reusable Packaging in Europe" on December 8, 2025, analyzing real supply chain data to question the EU Packaging and Packaging Waste Regulation's push for reusable plastic over single-use fiber packaging by 2030. With 96% of its European primary guest packaging already fiber-based (paper, pulp, cardboard) from renewable/recycled sources, the report shows reusables increase plastic waste by 626% and GHG emissions by 61% per restaurant annually under 2030 scenarios with 10% takeout adoption. Low reuse rates for takeout (due to non-returns/damage) fail to reach breakeven, favoring single-use fiber's recyclability.​

Reusable plastic shifts from McDonald's dominant fiber solutions amplify environmental trade-offs, including higher production/washing emissions versus fiber's lower footprint—even at conservative 46% dine-in/3% takeout recycling rates. Higher fiber recycling (e.g., Germany's 92% dine-in) could cut emissions further by 8-11%. McDonald's advocates evidence-based circularity, advancing fiber innovations like plastic lid replacements while urging infrastructure for recycling over mandates risking hygiene, costs, and net sustainability losses across 6,900+ EU restaurants.