McDonald’s is actively expanding its market in China, focusing particularly on appealing to the youth. As part of this effort, the fast-food chain’s employees have received new uniforms, supported by a smart marketing campaign. This initiative has been highly successful.

Clever use of social media

McDonald’s has designed a total of eight different outfits, each linked to a specific role. The uniforms were unveiled during the “All-Star Night,” an event organized in collaboration with ELLE. Following the event, McDonald’s released a campaign video and photoshoot images made together with the fashion magazine.

To ensure the news didn’t fade quickly, a social media campaign was launched. Customers received a notebook, stickers, or socks when they took a photo of the new uniforms and posted it on social media. They had to do this at one of the 40 selected restaurants and show it to an employee.

A cheerful promotional video, a photoshoot with a fashion magazine, and a social media campaign proved to be a great combination for highlighting the new uniforms. The uniforms quickly went viral on Weibo, China’s version of Twitter. “McDonald’s new uniforms” soon ranked 13th among the most searched terms, amassing 40.88 million views in a short time.

Pink outfit scores

Although the clothing may not seem special at first glance, it fits in well with the taste of young people. The combination of neutral and bright colors with playful details ensures a fresh and professional look. 

For example, the old pink uniform has already gone viral on social media. Many young people were impressed by the uniform and bloggers created content in which they imitated the clothing. It is therefore smart that the pink outfit has not disappeared, but has only been updated. And with success. Under the promotional video on Weibo, young people responded enthusiastically and wondered out loud where they could submit their applications.

The design team in China deserves credit, as McDonald’s allows each country to choose its own uniforms. If a uniform set is well-received in one country, it might be supplied to another. Sometimes, there are multiple uniform sets, and branches can choose which they prefer, as long as all staff in one restaurant wear the same set.

Youth reject casual uniforms

That new uniforms are not always appreciated by young people became painfully clear in March last year. The British branch of McDonald’s introduced a new uniform set that faced much criticism. Many found the style so casual it resembled leisurewear more than work attire. Some young employees even threatened to quit, a story that quickly made headlines.

This demonstrates that a casual style isn’t always a recipe for success with young people. But smart workwear with a unique detail, a fashionable photo shoot, a cheerful promotional video and a giveaway on social media seems to be a winning formula.