Bold new McDonald's campaign redefines 'McJob'
UK Press Releases
April 21, 2006
McDonald's is redefining the phrase McJob in a bold, disruptive new campaign to address negative misconceptions of work at the company.
A series of posters will examine the benefits of working at McDonald's and round off with the phrase 'Not bad for a McJob'. The aim is to turn the negative connotations of a McJob into positive ones and set the record straight.
The hard-hitting campaign goes live in McDonald's 1,200 restaurants around the country on 20 April.
Examples of the posters include:
- McProspects - over half our Executive Team started in our restaurants. Not bad for a McJob
- McOpportunity - two pay reviews in your first year. Not bad for a McJob
- McFlexible - two pay reviews in your first year. Not bad for a McJob
David Fairhurst, Vice President, People, McDonald's, said: "The existing definition of McJob is outdated. A huge gap exists between the external perception and the internal reality of working for McDonald's. The simple fact is our employer reputation isn't justified and this campaign tackles the McJob perception head on.
"This campaign will make people pause for thought and re-appraise the jobs and careers we offer. All of them use tangible examples to point out that the opportunities we offer are much much more than McJobs. We are offering factual evidence that should challenge people's preconceptions."
McDonald's was recently described by The Work Foundation as a "heavy lifter" in the service sector, recruiting young people for their qualities rather than qualifications and providing them with valuable skills that boost their confidence and position in the labour market.
McDonald's has a proven track record of investing in the development of employees and offering flexibility. In fact:
· Last year McDonald's became the first large employer to achieve the new Investor in People Profile status
· 80 per cent of McDonald's restaurant management started out as hourly paid crew members
· One in five McDonald's franchisees started out as hourly paid crew members
· The average tenure for a McDonald's restaurant manager is 10 years
· Restaurant crew can choose the hours that they are available for work in advance and their shifts are scheduled within this availability
· Parents can work during schools hours with holidays off, while students can work around college and university, often transferring between restaurants during the holidays
· McDonald's recently introduced the UK-first Family Contract, which enables two members of the same family working in the same McDonald's restaurant to cover each other's shifts without prior notice.
For further information please contact McDonald's Press Office UK on 020 8700 7320 or commscoordinator@uk.mcd.com
