Clearly MD quoted in Daily Mail
Last week, McDonald’s announced that it had revised its dress code so that staff can “create a personalised uniform.” The move met with significant backlash on social media and in some national media outlets.
Some people described the ideas as “gross” and “horrendous”, others said it was “woke” and “virtue-signalling.” Our MD, Paul MacKenzie-Cummins, however, disagrees.
He believes this is a business masterstroke for the business that has 1,450 restaurants across the UK. Paul told the Daily Mirror and MailOnline:
“This is a very smart move by McDonalds. It taps into the consciousness of the society in which we all live. Whilst the mainstay of customer-focused brands demand conformity among their people in how they dress and represent the company, McDonalds has broken away from this tradition and given their people the opportunity to ‘be themselves.’
“I don’t believe this is about ‘people empowerment’ or encouraging teams to ‘bring their authentic self’ to work. That stuff is just twaddle.
“Rather, my sense is that McDonalds has recognised that the more comfortable people feel in what they are wearing, and that their choice of clothes is a closer reflection of their individual personality, the happier and more confident they feel.
“I don’t believe this is about ‘people empowerment’ or encouraging teams to ‘bring their authentic self’ to work. That stuff is just twaddle.”
Paul MacKenzie-Cummins
“This, in turn, makes for an enhanced customer experience, a more positive reflection on the McDonald’s brand itself, and could even have an impact of staff retention (and attraction) levels, too.
“It will be interesting to see how this pans out over time. My guess is that other retailers will keep a close eye on what McDonalds is doing and we will likely see others follow suit.”
Read the full article on MailOnline. Click here.
