McDonald's launches new campaign

STAR: Rotorua McDonald's barista Justin Baek (pictured in 2013) is one of the stars of the company's latest advertising campaign. PHOTO/FILE

Through a new advertising campaign, McDonald's New Zealand is challenging the perception it's a job that will get you nowhere.

The Think Again campaign serves up a selection of McDonald's career success stories, one of which is that of Rotorua's Justin Baek.

Before joining McDonald's in Rotorua three years ago, Mr Baek couldn't make a coffee worth serving to anyone. Fast forward to 2014 and the 29-year-old is now officially one of the top 12 baristas in New Zealand.

Another is McDonald's managing director, Patrick Wilson.

Mr Wilson started out as a crew member when he was 19 and now manages the McDonald's network of 163 restaurants nationwide.

"In those days we had a restaurant on Karangahape Rd in Auckland, which is where I began my career. I was studying towards a computer science degree at the time but ended up getting swept away in the magic of this company. I worked my way up from the restaurant floor to where I am today," Mr Wilson said.

"The perception of what it's like to work at McDonald's doesn't match up with the reality. McDonald's is viewed as a minimum wage employer, but employees can move off minimum wage within 12 weeks. Over a third of franchisees started as crew, and 60 per cent of staff here at head office have moved up from working in our restaurants."

The company and Massey University signed an agreement in 2013 that creates a pathway for McDonald's restaurant managers to complete a Bachelor of Business Studies or Diploma or Certificate in Business Studies.

"It's made all the difference being able to study while I work. I've been cross-crediting my McDonald's training towards my Bachelor of Business," said restaurant manager Nilesh Bhan, who also features in the Think Again campaign.

The Think Again campaign is both internal and external facing. The message for existing McDonald's employees is focused on inspiring them to consider the opportunities that exist within the company. The outward-facing campaign includes print and digital executions; and videos featuring the stories of McDonald's people.