Hoping for a fresher, trendier look, McDonald’s Corp. is looking to upgrade its staff uniforms to reflect a more contemporary style that acknowledges the QSR’s space in the fashion industry.
“We want to have the crew uniforms reflect more of the “i’m lovin’ it” marketing campaign that’s been underway the last few years,” McDonald’s USA spokesman Bill Whitman said. “At it’s core, it about giving our employees a greater sense of pride about their uniforms, and more importantly, about the brand.”
The fast food chain wants to make its uniforms, which are updated every few years, more contemporary and relevant to be “consistent with the forever young spirit that is what McDonald’s is really all about today,” Whitman said.
McDonald’s has tapped New York consultant Steve Stoute to work on the project. Stoute is best know for his work on the “i’m lovin’ it” campaign and recruiting Justin Timberlake to promote McDonald’s.
While McDonald’s hasn’t yet negotiated any deals with designers, discussions were underway with Sean “P. Diddy” Combs, Polo Ralph Lauren Corp. and Tommy Hilfiger, according to news reports.
“We have not entered into an agreement, we have no designers in mind,” Whitman said. “We are not going to limit ourselves to any particular designer or particular style.”
At present, McDonald’s uniforms vary among franchises, but typically include versions of a white collared shirt with small breast pocket, dark pants and a belt. Whitman said he was unsure when the new uniforms would debut at McDonald’s 13,700 restaurants in the U.S.
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