McDonald’s purpose with Ronald McDonald

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Paloma Cabral, Director of Institutional Relations and Communication at McDonald’s, came to Generación ESIC to discuss the purpose of McDonald’s and the work of the Ronald McDonald Foundation.

La, founded in Spain in 1997, creates, seeks and supports programs that directly improve the health and well-being of children. So I remembered Paloma Cabral, Director of Institutional Relations and Communication at McDonald’s, during his talk at Generación ESIC, the event for young pre-university students that ESIC Business & Marketing School organizes every year.

«It is essential that we have values, that we are committed, that we are responsible in our day to day. As people, as a company, working for others or in your own company ”, he recalled at the beginning of his presentation, in which he encouraged all young people to inform themselves to make a decision and constantly surround themselves with people who inspire them and whom they admire.

“For me, the families that are in Ronald McDonald are definitely a constant source of inspiration and improvement,” he said about the foundation, which aims to create “a home away from home” (Ronald McDonald Houses) and a quiet space in the neonatology plants (Family Rooms) to keep families close.

Currently, the foundation has in Spain four houses (Barcelona, ​​Valencia, Malaga and Madrid) so that families who have to move due to health issues of their children can be accommodated. In addition, they have opened family rooms that host families of newborn children who are hospitalized. They will soon open a new house in Seville, the result of their collaboration with the El Gancho Foundation.

“We are great because we are the sum of many actions”

In Spain, since 2002 the Ronald McDonald Foundation has been able to serve 11,104 families. It is present in 62 countries with 377 houses, 263 rooms and 488,000 volunteers. “To arrive at these figures, each one of the actions counts. We are great because we are the sum of many actions and people who work and collaborate so that the work of the foundation is bigger and bigger ”, he recalled.

“At McDonald’s we are quite clear that this magnitude that we have as a company we have to use to generate a positive impact in each of the communities in which we operate. That is why in Spain we are committed to making this foundation better known, recognized and great every day ”, said Paloma Cabral. An objective that the company considers in its growth strategy and in its business plan on an annual basis. “When you have a CSR project like this, the project has to be part of the company’s strategy and that commitment has to be in the hands of the Management Committee,” he stressed.

McDonald’s commitment is embodied in the donations that each year carries out to the foundation, in events that are organized throughout the year and through the restaurants (with the ballot boxes or kiosks to raise funds) and the celebration of the McHappy Day, in which they work throughout the year and which is held in November. Last year, with this initiative they raised 350,000 euros.

Ultimately, McDonald’s goal is “to be close to the community.” Every year McDonald’s donates between 1 million and 1 million and a half euros to the Ronald McDonald Foundation thanks to consumers who trust the brand. “Thanks to your contribution we are able to articulate this donation,” he said.

Paloma Cabral advised the young people who attended Generación ESIC that, dedicate themselves to what they dedicate themselves and work on what they work, always put purpose above many other decisions.

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Source: Marketing Directo by

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