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Latest NewsHR practiceHR strategy

McDonald’s HR department takes credit for chain’s success

by Greg Pitcher 14 Aug 2008
by Greg Pitcher 14 Aug 2008

McDonald’s HR chief David Fairhurst has insisted that his department can take “significant” credit for the fast-food giant’s success this year.


The company this month announced plans to hire 4,000 more workers to cope with an extra 2 million customers per month.


McDonald’s served 40 million people in July, up from 38 million in the same month last year, and Fairhurst said better people management was a major factor in the increase. Other influences included the economic downturn, healthier menus and modernised interiors, he said.


“Without a doubt, consumers are feeling the pinch [of the economy] and are questioning whether they need to spend £3 on a Starbucks coffee, or £100 on a family meal at a pub,” he told Personnel Today. “There have also been menu improvements, and the restaurants look very different.


“But there is a strong correlation between a store’s results and the quality of that store’s managers and training. HR has invested £15m a year on training and delivering confidence and competence. The people element is a significant contribution.”


McDonald’s has launched a poster campaign in stores and at high-profile advertising spots to fill the 4,000 posts.


Fairhurst denied that the recruitment campaign – entitled ‘My McJob’ – was an admission of the failure of his campaign to get the term rewritten in dictionaries.


“McJob has tremendous equity as a word,” said Fairhurst. “We’re using that equity to change perceptions, so rather than a failure, that campaign has been a success.”





 

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