How Tacky Can the Golden Arches Get?
McDonald's is scrambling, and I'm not talking about eggs. Your know your business has what image consultants call "quality perception issues" when you have to launch a PR initiative that publicly addresses such questions as: "Does McDonald's beef contain worms?"
Thornier yet for the world's largest burger machine is its boneheaded response to the remarkable, ongoing rebellion by fast food workers, who're demanding a $15-an-hour wage and the freedom to unionize without corporate retaliation. McDonald's responded by – guess what? – retaliating. Big Mac managers illegally reduced the hours (and therefore the pay) of hundreds of those who joined the "Fight For 15" campaign, and many managers also spied on workers, interrogated and threatened them, and imposed restrictions on their freedom even to talk about unions or working conditions.
The corporation now faces federal charges on hundreds of labor law violations – as well as facing rising customer anger over its ham-handed tactics. Naturally, McDonald's responded by apologizing and raising wages.
Ha! Just kidding. Instead, it's running a new series of TV ads that, astonishingly, tries to tap into people's emotions about such tragic events as 9/11, as well as linking its logo to people's positive feelings about veterans, birthdays, and even "love." McD's corporate marketing director explains that the ads are all about the Golden Arches shining brightly in every community, being with us through the good and the bad. As she puts it, "Who better to stand up for lovin' than McDonald's?"
Huh? She should ask protesting workers about the "love" they're getting from McDonald's. Oh, to be fair, the bosses did make one change for workers – new uniforms, supposedly to buff-up the corporation's public image. That's not just boneheaded, it's pathetic!
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This has been reposted from Jim Hightower's website.
