An article in Bloombergbusinessweek(April 23, 2012) describes pressures on McDonalds to identify its food supply chain. Chipotle focuses on its meat being obtained from pen free and cage free organic cources and vegetables from farms within 350 miles. Five Guys Burgers focuses on locations of farms growing their potatoes. But McDonalds serves 9 million lbs of fries a day. Will McDonalds benefit from such a supply chain visibility strategy given its volume ? Should an alternate strategy that computes sustainable supply chains be adopted – highlighting the importance of volume on economies of scale and efficient processing ?