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McDonald’s is actively expanding its presence in the Chinese market. To stand out among other restaurants, the fast food chain has introduced a new, fresh uniform collection. In this article, I’ll show you the various outfits and tell you all about them.
New uniforms for McDonald’s China
The new collection consists of a total of eight uniform sets, each designed for a specific role. For example, the baristas have a black uniform set with the familiar bright yellow details that McDonald’s is known for. The managers, as in many locations worldwide, wear a shirt. A nice detail is that the M is embroidered above the chest pocket, making it look as if it’s peeking out from the pocket. The logo also appears on the tie, but subtly at the bottom.
For the chefs in the restaurant, there’s a classic white chef’s hat and a blue scarf. The black fabric might make it less noticeable, but the shirt they wear is also a classic chef’s jacket, paired with trousers in the same color.
Then there’s the iconic pink women’s uniform. I’m not entirely sure, but I suspect this was designed for those who serve food at the counter and in the restaurant. This outfit is an updated version of the older one, which went viral on Chinese social media a few years ago. While opinions were divided at the time, it’s clear that Chinese McDonald’s garnered a lot of attention with it.
I find the pink uniform very appealing. The heart on the apron combined with the logo is unique and eye-catching. They chose a matching pink shirt with a bow at the neckline. It’s a fresh and cheerful look.
More outlets and more attention
While most companies limit the launch of new uniforms to a press release with a few polished photos, McDonald’s China has gone a step further. The launch was accompanied by an extensive photoshoot with fashion magazine ELLE. Additionally, the fast food restaurant organized a social media campaign. Customers can receive free goodies at select outlets when they post a photo featuring the new uniforms on social media. When they show this photo to a staff member at the participating outlet, they receive a pair of socks, a notebook, or stickers.
It may sound like a small gesture, but this is a brilliant marketing campaign. McDonald’s is such a well-known brand worldwide that even other companies sell products featuring the hamburgers or the iconic M logo. Think, for example, of AliExpress, where they even sell bags inspired by the famous paper bags used for takeout.
So, it’s a smart move by McDonald’s, which is eager to grow in China. And the uniforms? They’re definitely worth it.
What do you think?
Best regards,
Aileen