McDonald's ad faces flak for objectifying female employees: A look at global giant’s journey in India

The ad, released on June 5 on YouTube, features a young man flirting with a female cashier while ordering his meal at a McDonald's outlet. Critics argue that such a portrayal could exacerbate the harassment often faced by women in customer service roles.

A recent advertisement by McDonald's India, aimed at promoting their McVeggie meals, has sparked an online controversy, with critics accusing the company of promoting workplace harassment and ‘objectifying’ female staff members.

The ad, released on June 5 on YouTube, features a young man flirting with a female cashier while ordering his meal at a McDonald's outlet. After finishing his meal, he chooses to rejoin the end of the line, seemingly with the intent of interacting with the same female cashier, despite there being another counter available with no queue.

This depiction has drawn widespread criticism, with some viewers interpreting the ad as a tacit endorsement of unwanted advances towards female employees. Critics argue that such a portrayal could exacerbate the harassment often faced by women in customer service roles.

McDonald's journey in India, like that of any multinational company operating in a culturally diverse landscape, has had its share of challenges and triumphs. The golden arches of McDonald's are one of the world's most recognised symbols today. Here’s a look at the journey of the popular fast food chain.

McDonald’s Humble Beginnings

The story of McDonald's begins in 1940, when brothers Richard and Maurice McDonald opened a drive-in restaurant in California. Their innovative "Speedee Service System," which would later form the foundation of modern fast-food, quickly gained popularity. The real breakthrough, however, came in 1955 when a milkshake machine salesman named Ray Kroc discovered the McDonald brothers' restaurant. Recognising the potential of their operation, Kroc proposed the idea of opening stores in more locations under a franchise model.

The Arrival of Ray Kroc

Kroc became the first franchisee and opened his own McDonald's in Des Plaines, Illinois. By 1961, he had bought out the McDonald’s for $2.7 million. Under Kroc's leadership, the company expanded rapidly, both domestically and internationally, shaping the global fast-food industry.

Expansion to India

It wasn't until 1996, more than five decades after the first McDonald's restaurant was established, that the golden arches made their way to India. McDonald's ventured into the Indian market through two Indian business entities - Hardcastle Restaurants Private Ltd in west and south India, and Connaught Plaza Restaurants Private Ltd in north  and east India.

Understanding the Cultural Landscape

The key to McDonald's success in India lies in its ability to understand and adapt to the Indian cultural landscape. Given that a large segment of India's population is vegetarian and refrain from consuming beef due to religious beliefs, the global giant had to recalibrate its offerings.

In an unprecedented move, McDonald's introduced a menu that was completely distinct from its global offering. For the first time in McDonald's history, it offered a menu that was 50 per cent vegetarian. The Big Mac was replaced by the Maharaja Mac made with chicken, and the McAloo Tikki, a spicy potato-based burger, was introduced.

Collaborative Growth

Collaborating with local suppliers was another crucial element in McDonald's growth strategy. The company worked extensively with local farmers and small businesses to source its ingredients, resulting in a supply chain that benefited both the corporation and the local economy.

Moreover, McDonald's efforts towards understanding Indian taste preferences resulted in the introduction of several India-specific products. Items like the McSpicy Chicken, McVeggie, and the McAloo Tikki became popular favourites.

Ongoing Success and Expansion

Today, McDonald's has over 400 restaurants in India and continues to expand. The company has been successful in establishing a strong presence in the Indian fast-food market, competing with other global brands and local restaurants. The global brand hopes to increase the number of its outlets in the country.