The company established a task force focused on wages named ‘Rise and Dominate’.
California’s significant wage increase for fast-food workers prompted McDonald’s Corp. to take extraordinary measures to assist franchisees in navigating escalating expenses.
Bagel sandwiches, a beloved breakfast option, have made a comeback at McDonald’s locations in California as part of a strategy to enhance store footfall. Additionally, the burger chain has allocated $15 million for localized advertising, a departure from its usual national focus.
These actions underscore the industry-wide urgency in addressing California’s mandated 25% wage hike. One McDonald’s franchisee coalition labeled the law a “crippling financial blow,” estimating potential losses of $250,000 per location without intervention.
Effective April 1, California mandated a minimum hourly wage of $20 for fast-food workers, just six months after the bill’s enactment. Franchisees, who own approximately 95% of McDonald’s US outlets and set their own prices, expressed concerns that price increases could deter customers. Some franchisees felt excluded from negotiations with lawmakers, straining relations with corporate headquarters.
In response, McDonald’s established a task force comprised of employees and restaurant owners, known as the “Rise and Dominate” team, to devise offsetting strategies. Recommendations included the reintroduction of bagels, a known customer draw, and increased advertising spending to drive traffic, particularly in the digital sphere.
Additional initiatives aimed to reduce costs and enhance worker engagement, such as the accelerated rollout of a new scheduling system featuring improved communication tools and data-driven traffic projections.
“The company stated that this team has collected successful strategies from various municipalities worldwide that have navigated wage increases and will test innovative solutions tailored for California,” according to a statement.
Collectively, McDonald’s anticipates these measures may increase sales for California restaurants by 10% and improve profit margins, aiming to restore pre-wage hike breakeven levels.
Franchisees have welcomed the company’s support, although it remains uncertain whether these initiatives will suffice.
Other fast-food chains in California preemptively raised prices. For example, Burger King and Wendy’s experienced price increases of 2% and 8%, respectively, ahead of the wage hike. In comparison, the cost of a Big Mac meal remained relatively stable during the same period across surveyed restaurants. With over 1,000 McDonald’s outlets across the state, the impact is substantial.
