On July 2, McDonald’s announced plans to convert its entire British fleet of 155 delivery trucks, which consume about 6 million liters (a little less than 1.6 million gallons) of diesel per year, to run on cooking oil from Britain’s 1,200 McDonald’s restaurants. The company pledged to make the switch within the next twelve months. In an apparently unintentionally ironic statement, VP John Howe said the fuel wouldn’t smell like french fries — though, he remarked, the Pavlovian effect that would have been “one of the best marketing campaigns we’ve ever had.” Two steps forward, too many back.