Reshaping Perceptions of a McJob

DDB Hong Kong | McDonald’s: McDiploma

McDonald’s Hong Kong has long faced a deep-seated bias that a career with them lacked prospects and was reserved for those who had given up on pursuing further education. We wanted to reshape the negative perception and showcase the learning and development opportunities of a McDonald’s career.

Partnering with the Hong Kong Education Bureau provided official recognition for the McDonald’s Restaurant Manager training program as an accredited degree program. This recognition equated the program to a bachelor’s degree, adding value to the skills gained through company training. It also helped showcase employees’ achievements to the public and improved the perception of a job at McDonald’s as a pathway to a successful career.