McDonald’s has often been at the forefront of arguments that suggest that work in tourism and hospitality is inherently low paid and with little meaning. For example, Douglas Coupland, the author of Generation X: Tales for an Accelerated Generation, coined the term McJob to describe a low-paying, low-prestige, low-dignity, low-benefit job, no-future job in the service sector. Recently the company has sought to address these issues head-on with a sustained campaign to change perceptions about the McJob descriptor. A key part of this re-branding has been attempts to draw attention to fairness with regard to career opportunities and remuneration. For example, the company has suggested that the proportion of employees who regard their pay as ‘fair’ is 30 per cent higher than comparable companies. Part of the reason for this finding may be the manner in which McDonald’s pay well above the lowest rate of the NMW for 16–17-year olds. The company has a lowest rate of £4 per hour for this group of employees, a full pound above the state’s 16–17-yearold development rate. Of course, McDonald’s have a relatively large number of employees who will be in the 16–17 age bracket and so arguably could be seen to be a ‘good’ employer to that particular segment of the labour market. Interestingly this is in contrast to the rate for 18–21-year olds and those aged 22 years, where the lowest rate is at the level of the NMW, although with increments staff can eventually earn a top hourly rate of £8.70. Derived from Anon (2006); Overell (2006).
