Two Filipino-Americans were eating at a branch of McDonald’s in Houston, Texas. They were fresh from a viewing of the film “Crazy Rich Asians” and were feeling some Asian-identity pride.
And, as they looked around the restaurant, they noticed that no one featured in the in-house posters or point-of-purchase materials looked anything like them.
“When they did not see enough [Asian] representation,” Steven Hunter, McDonald’s manager for public relations and brand engagement, told delegates at the Association of National Advertisers’ (ANA) 2018 Multicultural Marketing & Diversity Conference, “they took matters into their own hands.
“They went to a local store, bought some crew uniforms, posed for an oversized picture, and created a poster that they hung on one of our walls in the restaurant.”
“Unbeknownst to the owner/operator, that portrait stayed on that restaurant wall for 60 days.”