Donald Trump’s Restaurant Visit Challenges Company’s Policy of Political Neutrality
10/24/24 – – It’s been a tough week for McDonald’s.
On Sunday Donald Trump visited one of their restaurants in Bucks County, Penn., to work the fry station and drive-in window. Two days later, the Centers for Disease Control and Prevention opened an investigation into an E. coli outbreak in McDonald’s Quarter Pounders.
No one under the Golden Arches is suggesting the events are connected. Rather than spread “conspiracy theories,” McDonald’s management is cooperating with the CDC and responding appropriately to these crises. Every restaurant chain has a playbook for dealing with food contamination. But being drawn into politics – especially in the final days of one of the most contentious presidential elections in U.S. history – presents more unpredictable challenges.
Wisely ignoring the pressure from cloistered business school professors and PR gurus to jump into the briar patch of politics, most mass-market consumer companies, including McDonald’s, have stayed on the sidelines for this election.
Walking the Tightrope of Political Neutrality
There had to be supersize consternation at the company’s Oak Brook, Ill., headquarters when social media platforms exploded with praise and outrage over the scenes of Trump’s antics behind the counter and his provocative assertion that, “I’ve now worked for 15 minutes more (at McDonald’s) than Kamala.”
On the right, posts applauded Trump’s support of hourly workers and love for an iconic American business. “I love McDonald’s!”
On the left, posts attacked McDonald’s for embracing despicable Trump and not requiring him to wear a hair net. “I will never eat at McDonald’s again!”
Within hours, McDonald’s sent out a brilliant internal message (knowing it would be immediately leaked) to its “USA System” explaining the situation and giving franchise owners, restaurant employees and suppliers spot-on talking points. This response should be required reading for business executives and crisis counselors.
Unpacking McDonald’s Effective Internal Message
The message opens with an account of what the fuss is about and an artful “corporate didn’t ask for this”:
Earlier today, former President Trump visited a McDonald’s restaurant in Pennsylvania following a request made to our local franchisee.
Then comes a clear statement of the company’s apolitical stance:
McDonald’s does not endorse candidates for elected office and that remains true in this race for the next President. We are not red or blue – we are golden.
Recognizing that Trump has challenged the veracity of Harris’s claim to have worked at McDonald’s, the message explains why the company has issued no confirmation or denial:
Though we are not a political brand, we’ve been proud to hear former President Trump’s love for McDonald’s and Vice President Harris’s fond memories working under the Arches. While we and our franchisees don’t have records for all positions dating back to the early ‘80s, what makes “1 out of 8” so powerful is the shared experiences so many Americans have had. (The company estimates that one out of eight Americans has worked at McDonald’s.)
Then comes more clarity about franchisee rights to make their own promotional decisions (and a reminder that individual owner/operators will be accountable for their decisions):
When Owner/Operator Derek Giacomantonio was approached by local law enforcement regarding former President Trump’s desire to visit a Pennsylvania restaurant, he was proud to highlight how he and his team serve their local community and make delicious food, like our World- Famous French Fries.
Corporate admits to approving the invitation, staying true to its values:
Upon learning of the former President’s request, we approached it through the lens of one of our core values: we open our doors to everyone. It’s with that same approach that franchisees have invited Vice President Harris and Governor Walz to their restaurants, in order to share how McDonald’s provides meaningful pathways to economic opportunity and feeds and fosters local communities.
The message reminds all employees that corporate has provided guidance on navigating politics (a nice way of saying, “read the stuff we’ve sent you”):
For franchisees and restaurant teams, and suppliers, please continue to reference the election toolkits previously shared and available in the links above. For company employees, be on the lookout for a reminder of the resources available to continue to support you.
The message ends with a nod to the importance of McDonald’s people:
Thank you for everything you do for our brand, for serving our customers and communities with great pride, for upholding our core values and for opening our doors to all.
McDonald’s Message is a Template for Beleaguered Executives
Too often, companies drawn into politics apologize to one side or another, creating what I call a “now we’ve pissed everybody off” predicament. McDonald’s internal message avoids that strategic mistake, expressing its values, lowering the temperature and picking no fights.
Bravo, McDonald’s. Democrats and Republicans have no reason to avoid the Golden Arches – unless, of course, you have your mind set on a Quarter Pounder.
https://www.newsweek.com/kamala-harris-work-mcdonalds-donald-trump-election-2024-1950020
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