Washington (AFP) – Businesses have proclaimed their support for anti-racism protests against African Americans that occur in the United States, including perhaps the most iconic of all: the ubiquitous McDonald’s fast food chain.
“Today we are with black communities across the United States,” read a message posted in June on the brand’s social media accounts that listed the names of several African-Americans killed by the police and stated, “He was one of us. She he was one of us. ” They were all one of us. “
For Marcia Chatelain, a professor of African American history and studies at Georgetown University in Washington, McDonalds’ support for the largest civil rights protests that plagued the United States in decades was not a surprise.
As he writes in his book “Franchise: The Golden Arches in Black America,” the relationship between McDonald’s and black Americans is exceptionally complex: a story of empowerment against the limits of American capitalism and inequality.
“McDonald’s continues to brand,” Chatelain told AFP of the restaurant’s support for the protests. “They have taken a consistent position when they knew that position was going to be supported not only by their consumer base, but would also expand their profile.”
– Rising from the ashes –
With nearly 39,000 restaurants in 119 countries and $ 21.1 billion in revenue in 2019, McDonald’s is among the largest fast food chains in the world, and the golden arches of its logo are perhaps more tied to the concept of American capitalism than any other brand. .
The company’s roots lie in the post-World War II lifestyle changes that took place in the United States, but Chatelain said its involvement in black communities dates back to the aftermath of the riots that plagued many American cities. in 1968.
“Opening the franchise to African-American communities allowed the cultivation of incredibly wealthy people who were then able to contribute to a number of philanthropies, whether historically black colleges and universities or efforts of the local community,” said Chatelain.
The momentum was in line with a prominent trend under former President Richard Nixon toward black capitalism, or the stimulus to build African-American wealth through business.
That approach, Chatelain said, cannot address the long history of racist legislation in the United States.
“It does not necessarily eradicate the racism that has exacerbated the racial wealth gap, which creates discriminatory lending practices, nor does it solve the problems of people who will never be millionaires.”
Consider McDonald’s role in job creation. Black-owned franchises offered jobs to African Americans that Chatelain said were “important in the sense that they are readily available and accessible to people without high levels of what we call formal training.”
But McDonald’s employees lack access to health care, paid sick leave, and parenting for children, all of which “exacerbate the turnover, and then (McDonald’s) take advantage of the rotation to not create benefits,” Chatelain said.
That tension persists to this day, as the company faces a union effort known as “Fight for $ 15,” which includes a $ 15-an-hour minimum wage among its demands.
– Going backwards? –
McDonald’s in the 1980s ran ads highlighting its hiring of African-American employees and directors, but cracks in that narrative recently emerged.
A lawsuit filed in January by two executives accuses the company of “an ongoing pattern and practice of intentional racial discrimination.”
Business Insider reported last year that black franchises earn $ 68,000 net less per month than average, and that according to the National Association of Black McDonald’s Operators, the number of franchises run by African Americans fell from 304 in late 2008 to 222 at the end of 2017.
“There is a feeling that McDonald’s has backed down,” said Chatelain.
The company’s statement of support for the racial justice protests fueled by the George Floyd police murder in Minneapolis was made in conjunction with many other major American brands.
Chatelain sees that as an opportunity for all American workers to push for better conditions, including McDonald’s employees.
“I think if McDonald’s were really interested in the quality of life for blacks and wanted to point out that black lives are important, that they could start with their workers,” he said.
“This is an incredible opportunity to do more than just donate, but think about paid sick leave, child care, access to health care benefits, and increasing wages.”
