None of Us is As Good As All of Us

How McDonald's Prospers by Embracing Inclusion and Diversity

Patricia Sowell Harris

• Editore: Wiley
• Anno: 2009
• ISBN:
  9780470572597
• Edizione: 1
• Argomento: Business
• Categoria: Management

An inside account of how McDonald's turns diversity into success Everyone knows McDonald's, one of the most recognizable brand names in the world. But few know the extent to which McDonald's continued and ongoing success is due to the company's internal philosophy of inclusion and diversity. One of the biggest employers in the world, McDonald's staff is one of the world's most racially, culturally, and religiously diverse. In None of Us Is As Good As All of Us, McDonald's Global Chief Diversity Officer, Patricia Sowell Harris, offers the first inside look at the company's philosophy of inclusion and diversity through interviews with more than 60 key employees and leaders. These accounts, of franchisees, suppliers, and employees, reveal how McDonald's embraces all races, creeds, and cultures to create unity and business achievement. • Written by Patricia Sowell Harris, McDonald's global chief diversity officer
• Serves as a template for any business that wants to embrace wider diversity and use it to prosper
• With a Foreword by Jim Skinner, McDonald's CEO since 2004
• A first look at the inner workings of McDonald's impressive diversity and inclusion philosophy For any business leader who wants to embrace diversity and encourage team unity, None of Us Is As Good As All of Us offers inspiration and guidance.

1

Welcome to McDonald’s

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Welcome to McDonald’s. That’s a familiar phrase to our customers. They hear it repeated more than 58 million times every day when they enter the Golden Arches in one of our 32,000 restaurants around the world. And that’s also the spirit of inclusion we extend to the 1.6 million members of the McDonald’s family—be they franchisees, restaurant workers, suppliers, or employees. Our welcome is inclusive and sincere because we know the diversity of our people helps us satisfy the world’s most diverse customer base.

And that’s the McDonald’s I’d like to welcome you to as we look at the evolution of inclusion and diversity under the Golden Arches and how our commitment to those principles has contributed to the success of our business.

McDonald’s has been widely recognized as one of the most successful companies in providing opportunities for a wide diversity of people—from the crew rooms in our restaurants to the board-room for the corporation. Our commitment to diversity extends beyond our own employees to our franchisees and their employees and our suppliers and their employees as well.

This multifaceted and integrated approach to welcoming people has become an integral part of the McDonald’s business model—the so-called “secret sauce” behind our growth as one of the world’s most recognized brands. While diversity at McDonald’s is all about the business, our efforts have also resulted in numerous honors from outside organizations—including twice being voted by our peers as the Best Company for Diversity in Fortune magazine.

The numbers that people rely upon to make such judgments are strong, as you would expect, even though they reflect a direction, rather than a destination. As of January 1, 2009, our McDonald’s workforce—from the crew members in our restaurants through our CEO—is comprised of 62 percent women, 35 percent Hispanics, 20 percent African Americans, 5 percent Asians, and 2 percent Native Americans. Many of those workers are holding their very first jobs, representing the launching pad for their careers at McDonald’s, in the restaurant industry, or in virtually every other walk of life.

Small Part of the Story

But these numbers are only a small part of the story because we moved beyond simply counting heads a long time ago. Today, we are intent upon making heads count. So, at McDonald’s, our definition of diversity includes a broad mix of different ideas, opinions, backgrounds, and life experiences in addition to the traditional measures like race and gender. That’s how we make diversity an active, living part of our business strategies at McDonald’s. Maintaining a diverse and inclusive workforce is certainly the right and proper thing to do, but we have long maintained that it is also the smart thing to do.

Any company that hopes to serve a diverse customer base across the United States, and around the world, must reflect that same diversity in the restaurants, where we meet our customers face to face, and throughout our organization, where we design our products and services with the distinct wants and needs of our customers in mind. And our business results reflect the validity of mirroring our customers throughout our system very clearly.

McDonald’s has grown to include more than 32,000 restaurants in 118 countries around the world—nearly 14,000 of them in the United States alone—as of the beginning of 2009. We serve more than 58 million customers every single day around the world. Our annual sales at both franchise and company-owned restaurants amounted to more than $70 billion in 2008, producing $6.4 billion in operating income. By any yardstick, McDonald’s is far and away the market leader in the Quick Service Restaurant category—a segment that we virtually created since we began operations more than five decades ago.

As McDonald’s Global Chief Inclusion and Diversity Officer, I am as proud of our record as any of the 1.6 million people in our global family. But I must also tell you, in all honesty, that it wasn’t always this way.

Societal Attitudes

When we were founded in 1955 by Ray Kroc, McDonald’s reflected the attitudes of U.S. society in general. In that post-World War II environment, race and gender equality in the workforce were unheard of and talked about very little. It was very unusual when women, as epitomized by Rosie the Riveter, took on many factory and industrial jobs during the war. But, when the war was over, most women moved back into the home and made way for the veterans to return to their jobs. McDonald’s itself didn’t even allow women to work in our restaurants until the mid-1960s.

So, when pent-up societal issues in the United States began to erupt in the 1960s, McDonald’s executives—like everyone else in the corporate business world—realized that they had new challenges to face. It has not been a smooth road to get where we are today, and there surely are still bumps to overcome.

However, there were several factors that helped McDonald’s appreciate the value of diversity that came into play throughout its evolution. I will mention them briefly here because they represent the theme of this historical look at diversity development, and they will come into sharper focus throughout this book. It is my opinion that they are replicable by any other organization that is struggling to embrace diversity today, whether your efforts are just beginning, or started earlier and are now stalled, or are still on your organizational “to do” list.

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Support From the Top

The first essential element is a strong and unwavering commitment to diversity from senior management.

Ray Kroc created a unique organization when he started McDonald’s in the 1950s, using a business model that seemed downright radical at the time because he set up McDonald’s like a three-legged stool, with the legs of the stool representing the franchisees, suppliers, and company. Each leg of the stool had to prosper for the others to succeed, thereby creating a partnership of interests that required the entire system to work together.

Kroc used to say, “None of us is as good as all of us,” and, while it was originally aimed at the way McDonald’s three-legged stool had to operate, it was prophetic in the way it came to apply to our diversity efforts as well.

Above all else, Kroc was interested in selling hamburgers, and when it became clear to him and to Fred Turner, his right-hand man, that we needed African American, Hispanic, and Asian entrepreneurs to help sell more hamburgers in minority communities, that was the approach they took. Like everything Kroc and Turner took on, they did so enthusiastically, and McDonald’s top management has reflected that commitment through the years. Leadership from the top is critically important in embracing diversity.

Training Is Key

The second important element is training and education.

This was also a well-ingrained attribute at McDonald’s from the very beginning. We hired so many high school kids that we quickly became America’s favorite first job. That meant we had to train our people in basic restaurant operations—and, indeed, in fundamental on-the-job behaviors and attitudes—to get them up and running.

In addition, we needed to train our owner/operators and store managers in advanced restaurant operations—how to run a restaurant “the McDonald’s way,” if you will—and that meant creating Hamburger University, our state-of-the-art training center, as well as regional training centers. So, from the early days, McDonald’s was a company that understood the value of training and used training to accomplish our business goals.

Training became one of the important tools we used to make diversity work at McDonald’s Corporation as well. We discovered that bringing people in the front door was the easy part. But, without training to develop corporate survival skills, those same people would soon walk out the back door. So we trained our women and minority employees to understand the corporate environment and develop strategies for personal success. We also trained their managers and supervisors so they could learn how to understand and manage a diverse workforce.

That’s why our diversity training and education continues to this day—it reflects all that we have learned and addresses the barriers that we still need to overcome.

Networks Are Invaluable

Finally, the third element that fosters a diverse workforce is employee networks.

Networks are established in our home office and in every region of the country and most of the world to foster relationships and career development opportunities through meetings and seminars that enhance our employees’ development and promotional opportunities. We patterned our employee networks after the associations that our minority and women owner/operator members formed to leverage their own interests, like the National Black McDonald’s Operators Association, the Women Operators Network, the McDonald’s Hispanic Operators Association, and the Asian McDonald’s Operators Association.

Today, there are employee networks for Women, African Americans, Hispanics, Asians, Gays and Lesbians, Young Professionals, and Working Mothers, and they keep our people connected, in touch with potential mentors, and on top of career development opportunities.

Management support, training and education, and networks are the three building blocks for an effective diversity initiative in any company, and my own personal career reflects all three of those elements as well. It’s how I came to be what I am today.

Telling Our Story

I am the last of 11 children raised in a farming family in McBee, South Carolina, and my aspiration as I was growing up was to be a secretary for a major corporation in New York City. That goal turned out to be a launching pad for where I ultimately wound up.

Today, in my role as Vice President and Global Chief Diversity Officer at McDonald’s Corporation, I work closely with the company’s senior officers, and, for some time, I worked every day in the very same office where Ray Kroc, the founder of McDonald’s, once worked. There isn’t a day that goes by without my taking a moment to consider the awesome capability people have to grow into greater responsibilities when they are given a chance.

It has been an amazing journey—for me and for McDonald’s—and that’s why I have decided to tell this story, this evolutionary tale of how a little hamburger company grew to be one of the most diverse and inclusive business organizations in the world. It’s not only a fascinating history, but I believe others can learn a great deal from McDonald’s experience.

To tell this story, I have interviewed dozens of people who have been an integral part of McDonald’s diversity history—from past senior management to my colleagues today, from pioneering owner/ ...