Affirmative action is back in vogue at McDonald’s as the fast food chain has vowed to “change the face of leadership.”
Under the leadership of President and Chief Executive Officer Chris Kempczinski, McDonald’s has added social justice to the menu, stating that “diversity, equity and inclusion” should be “as evident and familiar as the Arches themselves.”
“We will know we have made real progress when — no matter where you are in the world — diversity, equity, and inclusion are as evident and familiar in every interaction with McDonald’s as the Golden Arches themselves,” Kempczinski stated.
When you’re hungry for a cheap, marginal hamburger, what’s more important than the management team of the establishment you visit having the politically correct gender and skin color?
In November, McDonald’s Corporation hired Reggie Miller as Vice President and Global Diversity, Equity and Inclusion Officer, as the company looks to increase the number of women and “historically underrepresented groups” in leadership.
(Sorry white males, to the end of the line!)
“[F]or the first time in our history, we’re implementing policies that hold our leaders directly accountable for making tangible progress on our DEI goals,” McDonald’s said on its corporate website.
“Beginning in 2021, the Company is incorporating quantitative human capital management-related metrics to annual incentive compensation for its Executive Vice Presidents,” the article reported.
McDonald’s board endorsed tying executive vice president compensation to the goals, according to CNBC.
“Starting in 2021, 15% of executive bonuses will be based on human-capital metrics,” the business news outlet reported. “Systemwide sales and operating income growth will account for 42.5% of the company’s incentive plans.”
“In addition to the Company’s financial performance, executives will be measured on their ability to champion our core values, improve representation within leadership roles for both women and historically underrepresented groups, and create a strong culture of inclusion within the Company,” McDonald’s added.
In effect, quotas are being upped and leadership head counts based on gender and skin color will be prioritized.
More from the company’s website — bold emphasis included:
By end of 2025, McDonald’s expects to increase representation of historically underrepresented groups in leadership roles (Senior Director and above) located in the U.S. to 35%. The 2020 baseline data shows underrepresented groups make up 29% of leadership roles. Additionally, by end of 2025, McDonald’s expects to increase representation of women in leadership roles globally (Senior Director and above) to 45%. The 2020 baseline data shows women make up 37% of leadership roles.
McDonald’s announced “an overall goal to reach gender parity in leadership roles (Senior Director and above) by the end of 2030.”
The senior leadership team will “work collaboratively” with Miller to “build an action plan to move the needle on these commitments within their respective function,” the company added.
And the “diversity, equity and inclusion” push is not limited to the company itself.
“Because accountability to move the needle on inclusion and equity sits across not just the Company, but throughout our supply chain and franchisee relationships, we’ve assembled working teams to go deep within our business and create innovative action plans,” McDonald’s stated.
Here’s more from CNBC on recent race-based accusations McDonald’s has faced:
Two Black executives sued the fast-food chain in January 2020, claiming it shifted advertising away from Black customers. The suit also alleges McDonald’s graded Black franchisees’ stores more harshly than White operators’ locations.
The company is also facing three lawsuits from current and former Black franchisees, who allege they were steered toward inner-city locations that have lower sales and were then pushed out.
Here’s a sampling of responses from social media users, including a suggestion that white males need not apply:
I bet their main market are black and other minorities
— Assis, PhD (@AssisT_styx) February 18, 2021
I heard they were going to replace Ronald McDonald with Colin Kaepernick..
I could be wrong.. ¯\_(ツ)_/¯
— 🇺🇲𝑺𝒂𝒗𝒆 𝑪𝒂𝒍𝒊𝒇𝒐𝒓𝒏𝒊𝒂™❌ (@RaiderDan510) February 19, 2021
How about just getting my order correct? Incentive program, get 3 orders correct in a row and BAM!!! You move into a leadership position.
— Richie Blankenship (@blank1970) February 19, 2021
McDonald’s Corp has now announced that senior executive managers will lose their bonuses, if they fail to staff minorities in senior leadership positions. This is regardless of abilities. It seems just like Participation Trophies! No ability needed, just race & gender will do!🤷🏻♀️
— Domenica D’Elia (@domenicadelia22) February 22, 2021
Huh… I thought it was a business with shareholders not a social service agency. My bad
— Matt Foley is back! (@Matt54128642) February 22, 2021
All qualified male Caucasians need never apply for another job with expectations of advancement – start your own businesses instead…
— Simply Mark – New Gab account: @SimplyMark (@livelovethinkex) February 22, 2021
How is this not RACISM?
— PhobicCarrot (@PhobicCarrot) February 22, 2021
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