Right now here in the UK, McDonalds are churning out the usual factual commercials on how all of their burgers have British and Irish beef, how they embrace fresh ingredients, and about their new idea for putting books in Happy Meals (which on paper sounds great, but any kid would rather play with a toy). Their current ad campaign, though, focuses on how the assorted variety of customers have their “best times” at one of their restaurants (from celebrating a soccer match to finding your future wife), with an appalling piano cover of The Jam’s “That’s Entertainment” playing in the background.
On the other hand, like some restaurant chains, they like to ignore the glaring rumours about how they treat their employees. Here in the UK, McDonalds employees are often on what’s called ‘zero-hour contracts’. In them, the employer (McDonalds) isn’t obliged to give out any minimum working hours, while the employee (the poor hapless kid with spots occasionally getting your order wrong) isn’t obliged to accept any work offered. Sounds great, right?……but the employee must also sign an agreement that they must be available for work when and where-ever, and there’s still no guarantee they’ll get the number of hours they signed up for, meaning it could be anywhere between 1 to 48 hours a week.
With this, as well as the question behind whether their food is genuinely healthy (eg. due to the high amount of fat, grease and additives, a Big Mac can take up to 3 days to properly digest), McDonalds have been desperate to win peoples’ hearts for like forever. Everywhere in the world.
And as in Japan, where at least one McDonalds (or McDonalds equivalent) is found on every block, this generation’s kids are happy that they won’t always have to subject themselves to traditional Japanese cuisine and can splash out on Western food, despite the fact that westerners themselves usually frown on their food.