Communicating culture change at McDonald’s

Does this look anything like a McDonald’s commercial?


Probably not. It’s not exactly the light-hearted, jingles people associate with a traditional McDonald’s ad.

In a presentation at the PRSA Southeastern Wisconsin luncheon, McDonald’s Global Communication Manager Erik Gonring explained how culture change at McDonald’s includes the importance of internal communications to align everyone on the same message. This is especially important for a worldwide brand like McDonald’s, which has restaurant owners that can act like independent agents spanning the globe.

Their new focus on a “quality ingredients from quality suppliers” campaign can be seen in a site devoted to supplier stories. As consumers want to know more about where their food comes from, McDonald’s isn’t alone in communicating this message, Gonring added.

After his presentation, we caught up with Gonring to summarize why internal communications is vital for this culture shift at McDonald’s.