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The Chicago Tribune reports that McDonald’s is endeavoring to get its employees to think of it as “a McCareer, not a McJob.”

According to the Tribune, “Oak Brook-based McDonald's announced a nationwide campaign promoting careers at the world's largest restaurant chain. The campaign was released two weeks ago in the Chicago market.”

The campaign seems designed to do two things – to get existing employees to think of the company in different terms, and to attract new people to the chain.

The reason is simple: “Even cutting the turnover rate, which matches the industry average, by a few percentage points would reduce the millions of dollars the restaurant chain spends annually on training,” the Tribune reports. “McDonald's declined to divulge how much it spends on training new hires.”
KC's View:
Good luck. It is hard to imagine that McDonald’s will be able to move things in such a way that people won’t think about it as either their first job or their last. (When the career goes to hell, one always knows that one can say, ‘Do you want fries with that?”)

The instinct, it seems to us, is the right one – but that means that McDonald’s and its myriad franchisees will have to get employees to think of themselves as partners, in the Starbucks mode. And we think that it going to be tough in that environment, in a franchising culture.