McDonald's
is in the hot seat for retaliating against workers seeking higher wages.
McDonald’s is scrambling, and I’m not talking about eggs.
You know your business has what image consultants call “quality
perception issues” when your public relations team is fielding such questions
as: “Does McDonald’s
beef contain worms?”
Thornier yet for the world’s largest burger machine is its
boneheaded response to the remarkable, ongoing rebellion by fast food workers
demanding a $15-an-hour wage and the freedom to unionize without corporate
retaliation.
McDonald’s responded by — guess what? — retaliating.
Its McManagers illegally reduced the hours (and therefore the pay) of hundreds of those who joined the “Fight For 15″ campaign. Many also spied on workers, interrogated and threatened them, and imposed restrictions on their freedom even to talk about unions or working conditions.
The corporation now faces upwards of
100 federal charges of labor law violations — as well as rising
customer anger over its ham-handed tactics. Naturally, McDonald’s responded by
apologizing and raising wages.
Ha! Just kidding.
Instead, it’s running a new series of TV ads that,
astonishingly, tries to tap into people’s emotions about such tragic
events as 9/11, as well as linking its logo to people’s positive
feelings about veterans, birthdays, and even “love.”
Mickey D’s corporate marketing director Deborah Wahl explains
that the ads are all about the Golden Arches shining brightly in every
community, being with us through the good and the bad.
As she puts it,
“Who better to stand up for lovin’ than McDonald’s?”
Huh? She should ask protesting workers about the “love” they’re
getting from McDonald’s.
Oh, to be fair, the bosses did make one change for workers. They
got new uniforms.
That’s not just boneheaded. It’s pathetic.
OtherWords columnist Jim Hightower is
a radio commentator, writer, and public speaker. He’s also editor of the
populist newsletter, The Hightower
Lowdown. OtherWords.org.
