Mcdonald’s, the American giant, advocates equality between women and men loud and clear

Mcdonald’s, the American fast food chain, is committed to gender equality at work. Indeed, inequalities between men and women still exist. There is still a long way to go to achieve what is called “equality”. This issue has remained taboo for a long time. However, today movements, which have become viral on social networks, are calling for change. In this sense, Mcdonald’s is working to strengthen its commitments to its teams. The aim is to raise awareness, train and support the excesses that can result from gender inequalities.

The charter #JamaisSansElles signed by Mcdonald’s France

This new signature proves once again the brand’s desire to promote gender equality within the group. The charter encourages Mcdonald’s France’s corporate officers to no longer intervene publicly without the presence of at least one woman in its interventions, whether informational or event-based. Thus, the brand is committed to a long-term communication where diversity becomes the norm.

Acting for gender diversity in the ministry with #JamaisSansElles

The promotion of equality between women and men is a priority for our brand.

Nawfal Trabelsi, Chairman and CEO of McDonald’s France.

Why #JamaisSansElles? Because the association works on a daily basis in favor of concrete measures so that women are highlighted in positions of responsibility, in particular. Similarly, in education, the association leads a singular fight against gender stereotypes.

To date, more than 800 women and men are involved with #JamaisSansElles. In France, but also in Europe, German ministers, ambassadors of France in the world, subsidiaries of large groups… Enough to convince NGOs as well.

Mcdonald’s is committed to fighting inequality

The Fast Food Chain Mcdonald’s was founded in 1955. As in any entrepreneurial adventure, it starts with an idea. This idea is that of Ray Kroc. The latter suggested that the McDonald brothers develop their hamburger chain under the principle of the franchise. Following the success of this idea, entrepreneur Ray Kroc bought the company of the two brothers for $2.5 million.

Initially the bet is a risk however it is victorious. Indeed, 10 years after the takeover, Mcdonald’s is listed on the New York Stock Exchange. Since then, it has never stopped growing. It entered the French market in 1976. While developing its presence in the market, the company is also developing its status as a responsible and citizen company. In particular, she created the Ronald McDonald Children’s Foundation. The Pellegrin Hospital in Bordeaux also has its Ronald Mcdonald House to accommodate the parents of children hospitalized within it.

In 1958 Ray Kroc claimed that the foundation of the company lay in its positioning as aresponsible, honest and trustworthy company. Time will be the ally of reputation. Thus, the company through an ethical and constructive program will continue to affirm its values. In this sense, and many years later, this vision has not left the brand’s strategy. Today, it is strengthening its commitments to its employees in order to reduce inequalities between men and women. For example, McDonald’s France is strengthening its anti-sexism measures in its 1,500 restaurants in the territory. In addition, it is committed to #StOpE to help advance behaviour.

In concrete terms, McDonald’s trains and educates all its employees on gender issues. It has been 5 years since all managers were made aware of this. As part of the reinforcement of the devices, the sign trains them specifically on these issues through a training dedicated by a state-recognized firm. Following this, even if the outreach training program aims to end these inequalities, isolated cases can still occur. The brand’s approach is zero tolerance.

For the latter, it is essential to set up an effective system of alerting and acting when inappropriate behavior occurs. As a result, it has put in place an alert and response protocol in case of a report. The presence of a specially trained harassment reference will complete the scheme. Finally, McDonald’s has committed to the #StOpE initiative. It aims to promote good practices against “ordinary at work” sexism. This initiative is supported by Elisabeth Moreno, Minister Delegate to the Prime Minister, responsible for Gender Equality, Diversity and Equal Opportunity.

McDonald's inegalite commitments
McDonald’s is committed to reducing gender inequality. Photograph: McDonald’s

Making society and the world of work fairer

The strengthening of McDonald’s commitments reflects the beginning of changes in the heart of society and in the workplace. In recent years, inequality between women and men has become no longer a taboo. This phenomenon has been driven in particular by social movements such as the #Metoo movement. This social movement encourages women to speak out. He wants to make it known that all kinds of aggression against women are more common than we think. The aim is to give a voice to all those who are unable to speak out in the face of the pressure they are under.

The movement was brought to the fore in 2017 in the wake of the Weinstein affair. It went viral on social media and broke the silence on the subject. In the territory, it is particularly expressed by the #balancetonporc movement. Thus, society changes and the arrival of this kind of movement helps to shake up inequalities. As an economic giant, MacDonald’s takes its role as a vehicle for values within society at heart.

Indeed, since its creation, the brand wishes to do everything possible to continuously improve itself. Improvement is learning. Thus, McDonald’s learns by observing the issues within the company and plan actions to meet the needs of its customers as well as those of its employees. McDonald’s wants to provide its employees with a safe and healthy workplace. To provide these conditions, it must follow rules and practices. In order to adapt, it develops a system of innovation, constant evolution and questioning.

Beyond being a fast food chain, Mcdonald’s is still committed to missions of general interest. Indeed, the strengthening of measures to reduce inequalities applies to employees. However, from a more global point of view it allows for a change of a greater magnitude. Indeed, by its position in the market, the company can carry its values loud and clear to make the company fairer.

Sources:

McDonald’s, press release December 2020

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