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    The “Mission versus Margin” debates have always been a part of the fast-food landscape. This debate pits ‘Mission’ on the side of ‘responsible, sustainable’, ‘green’, ‘trendy’, ‘high-quality’, ‘ethical’ and ‘compassionate’ and ‘margin’ on the other side, of ‘profitability, scalability, growth, convenience, innovation, quality, and speed’. “It’s a bit like the classic chicken-and-the-eg

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    Mission versus Margin: Scale a Responsible Fast Food in Amsterdam Based on my personal experience and research, I argue that Amsterdam’s fast food industry has the capability to scale up its socially responsible and environmentally friendly initiatives without sacrificing profitability. This paper investigates the challenges and opportunities of scaling responsible fast food in Amsterdam. A growing number of fast food chains worldwide are adopting environmentally and socially responsible initiatives in order to attract a younger and more sustainable consumer base. Amsterdam’s fast