On July 16, on the occasion of the seventh anniversary of the Golden Arches, McDonald's China unveiled the new generation of restaurant staff uniforms and announced the official launch of the 2024 All-Star Competition at the “2024 All-Star Night” event.
This is the seventh generation of McDonald's China's tailor-made uniforms for restaurant staff after a decade. During the design process of the new uniform McDonald's has organized four rounds of employee feedback collection activities, nearly 100,000 employees actively participated in them, and received a total of nearly 40,000 reviews. Starting from July 17th, the staff of nearly 4,000 McDonald's restaurants across China will uniformly change into this brand new uniform to serve customers.
McDonald's China Chief Executive Officer Zhang Jiayin (center) and employee representatives announced the official launch of the new generation of restaurant staff uniforms.
In 2017, McDonald's China transformed into an internationally developed franchise market, with CITIC Consortium becoming the controlling shareholder and entering the “Golden Arch Era”.
Over the past seven years, McDonald's China has accelerated its localized development, with more than 6,000 restaurants, more than double the number of restaurants in 2017, and more than 200,000 employees, including more than 65% of post-95 employees.
Zhang Jiayin, CEO of McDonald's China, said, “We co-created with our employees and created a new generation of uniforms based on their feedback. The new uniforms are the culmination of our joint efforts with our employees, and are the result of everyone's dedication and expectations. We hope the new uniforms will make it easier for our employees to work, happier to show their style and talent, and prouder to present our customers with passionate service.”
McDonald's China staff representatives wore new uniforms and appeared in the famous fashion magazine “ELLE”.
The new uniforms were designed through four rounds of staff interviews and research during the design process, targeting needs such as breathability, comfort and high-frequency actions at work, fully integrating the aesthetics and practical functionality of the new generation of employees, and realizing comprehensive upgrades with three major features, namely, fashionable and energetic, comfortable and practical, and green and environmentally friendly.
Fashion and vitality: In terms of style, the new uniforms are designed with McDonald's classic elements, using five brighter colors and slimmer cuts, making the overall visual effect simple but not losing vitality. The uniforms and accessories of restaurant managers have multiple red, white and yellow designs, which represent “integrity, respect and growth” in McDonald's cultural DNA, encouraging managers to lead their teams to inherit and practice McDonald's culture by setting a good example and not forgetting their beginnings.
Comfortable and practical: In terms of quality, the new uniforms are made of high-quality fabrics to ensure that they are comfortable and breathable to wear, wrinkle-resistant, easy to remove stains and resistant to wear and washing. According to the work needs of different positions, the new uniforms have launched a total of eight designs, including exclusive styles for restaurant managers, business partners, chefs, baristas and other positions. In response to the operational characteristics of restaurant staff, McDonald's China has also introduced polo shirts, which are more suitable for busy restaurant work and show more youthful vigor.
Green: McDonald's China has also incorporated green into every aspect of the design and sewing of the new uniforms, all of which contain green recycled materials. The polyester material of the new polo shirts is made from recycled plastic bottles, and each polo shirt is equivalent to giving 11 plastic bottles a new “life”. The same green recycled fabric is used in the aprons of the staff, baristas and female brand ambassadors. In addition, all the prints on the new uniforms and the buttons on the shirts of the brand ambassadors and baristas are made from recycled materials.
