Designer uniform another step in the McDonald's makeover
UK Press Releases
April, 2008
McDonald's staff uniforms are to receive a designer makeover from Bruce Oldfield, it was announced today.
The new uniforms are expected to hit the high street by early summer 2008, when they will be rolled out across all 1,200 McDonald's restaurants across the UK.
The uniform redesign will give the company's 67,000 employees a contemporary look that fits with the restaurant refurbishment programme, and further close the gap between the perceptions and reality of work at McDonald's.
David Fairhurst, Chief People Officer, Senior Vice President, McDonald's, said:
"Over the last two years, we have made a significant investment in modernising our restaurants to provide new modern surroundings for our customers. With half of our high street estate now sporting a striking new look and 200 Drive Thrus being refurbished this year, the time is right to include our people as part of that makeover too."
"People are at the heart of our business, not bricks and mortar, so for us this designer uniform is the missing piece of the jigsaw when it comes to modernising our brand. It's a mark of respect for our staff that an internationally renowned designer has created the uniform especially for them."
"Our people do a challenging job serving two million customers a day, and we want them to feel good doing it - we believe the new designer uniforms will help achieve this, and better reflect the opportunities and aspirations that jobs and careers at McDonald's can offer."
Feedback from McDonald's employees who trialled the new uniforms indicates that they will prove popular with staff and customers:
Just over two thirds prefer the new uniform to the old one
Two thirds also believe it is more modern and more professional than the old uniform
Six out of ten agree the style of the new uniform fits better than the old one with the design of McDonald's new restaurant surroundings
Half report that customers react to them in a more positive way since they started wearing the new uniform
The new uniform is also driving wider benefits for McDonald's employees: Almost half (48 per cent) say the new uniform makes them feel more confident when they are dealing with customers.
Bruce Oldfield, who counts celebrities and fashionistas among his clients, including Sienna Miller and Jemima Kahn, commented:
"I was delighted to be asked to redesign such an iconic and instantly recognisable uniform. It's been great fun to create a new, contemporary look for McDonald's employees that matches the modern style of the company's new restaurants."
"While creating the new designs, I spent time with a number of McDonald's employees, and I have been impressed by the company's strong track record in developing and educating its employees. I hope they enjoy wearing the new uniforms."
The uniform redesign follows a series of moves to modernise McDonald's for UK consumers, including introducing free WiFi in its restaurants, making new menu choices available and launching Rainforest Alliance certified sustainable coffee and tea.
Media enquiries
Katy Bolt / Liam Bell / Rebecca Harper on 020 7260 2700 /
katy.bolt@bluerubicon.com / Liam.bell@bluerubicon.com / rebecca.harper@bluerubicon.com
Notes to editors:
McDonald's has a proven track record of investing in the development of employees and offering flexibility as part of its commitment to being a modern and progressive burger company. In fact:
McDonald's entered the FT Best Workplaces rankings for the first time in 2007 and was one of only five organisations with more than 10,000 employees to be included
In January 2008 McDonald's was given awarding body status, meaning it will be able to train UK staff up to A Level equivalent
In 2005 McDonald's became the first large employer to achieve the new Investor in People Profile status
McDonald's is one of The Times Top 100 Graduate Employers for the eighth consecutive year
McDonald's was listed in The Guardian's 'Britain's Top Employers 2007' rankings
McDonald's was listed as one of the Times 'Top 50 Companies Where Women Want to Work' in 2007
McDonald's was named 'Best Place to Work in Hospitality' in 2007
80 per cent of McDonald's restaurant management started as hourly paid crew members
80 per cent of restaurant management and one in five franchisees started as crew
Half of McDonald's executive team started in restaurants
The average tenure for a McDonald's restaurant manager is 10 years
According to the latest independently-conducted Your Viewpoint employee survey, 75 per cent of crew feel proud to work at McDonald's and 82 per cent would recommend working at McDonald's to a friend
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
According to McDonald's independently-conducted annual employee survey, 75 per cent of McDonald's employees are proud to work at McDonald's.
