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Steve Easterbrook's new McJob | Steve Easterbrook's new McJob |
(less than a minute earlier) | |
Steve Easterbrook comes to the helm of McDonald's as its first British-born boss - but also with a reputation for doing things differently. | Steve Easterbrook comes to the helm of McDonald's as its first British-born boss - but also with a reputation for doing things differently. |
The former Watford Grammar School boy is seen as the man who revitalised the group's UK business. | The former Watford Grammar School boy is seen as the man who revitalised the group's UK business. |
And McDonald's needs a turnaround specialist as it struggles with its image, assailed by meat scandals in Asia, low-wage protests, legal cases over racism and tough fast food competition and falling profits. | And McDonald's needs a turnaround specialist as it struggles with its image, assailed by meat scandals in Asia, low-wage protests, legal cases over racism and tough fast food competition and falling profits. |
Easterbrook confronted the UK operation's somewhat battered reputation head-on back in 2006, even launching a petition to change the dictionary definition of the term McJob as a dead-end job. | Easterbrook confronted the UK operation's somewhat battered reputation head-on back in 2006, even launching a petition to change the dictionary definition of the term McJob as a dead-end job. |
The definition has not changed, even though a McDonald's survey claimed most people now feel it is unfair. | The definition has not changed, even though a McDonald's survey claimed most people now feel it is unfair. |
Fierce debate | Fierce debate |
He took on Eric Schlosser, author of the bestselling Fast Food Nation, in a fierce debate on the BBC's Newsnight, and then set up a website to answer questions ranging from working conditions to animal welfare, as well as more curious enquiries such as "is there any pork in your gherkins?" | He took on Eric Schlosser, author of the bestselling Fast Food Nation, in a fierce debate on the BBC's Newsnight, and then set up a website to answer questions ranging from working conditions to animal welfare, as well as more curious enquiries such as "is there any pork in your gherkins?" |
At the time he told journalists: "We wanted to send a signal of a step change in the way that we were going to be seen as a business. We were a faceless business, we were seen as being difficult to get to, and introspective." | At the time he told journalists: "We wanted to send a signal of a step change in the way that we were going to be seen as a business. We were a faceless business, we were seen as being difficult to get to, and introspective." |
He took a canny approach to the criticism over the firm's environmental conduct, by campaigning for the Prince's Rainforest Project. | He took a canny approach to the criticism over the firm's environmental conduct, by campaigning for the Prince's Rainforest Project. |
McDonald's was also one of the companies involved in the Amazon Soy Moratorium, banning soy grown on cleared forestland in the Brazilian Amazon. | McDonald's was also one of the companies involved in the Amazon Soy Moratorium, banning soy grown on cleared forestland in the Brazilian Amazon. |
Within 10 months of taking over the UK business he was made president of McDonald's Northern Europe. | Within 10 months of taking over the UK business he was made president of McDonald's Northern Europe. |
Surprise change | Surprise change |
Then in 2011, to everyone's surprise, he left the group and went for a brief spell as chief executive of Pizza Express and then to the Japanese-inspired restaurant chain Wagamama, before coming back to McDonald's as its chief brand and strategy officer in 2013. | Then in 2011, to everyone's surprise, he left the group and went for a brief spell as chief executive of Pizza Express and then to the Japanese-inspired restaurant chain Wagamama, before coming back to McDonald's as its chief brand and strategy officer in 2013. |
He is married with three children and lives in Illinois in the US, and on his Twitter profile describes himself as a Brit, a father and a fan of Watford Football Club. | He is married with three children and lives in Illinois in the US, and on his Twitter profile describes himself as a Brit, a father and a fan of Watford Football Club. |
Apart from those 18 months away, he's a fully paid-up member of what is sometimes called the "McFamily". | Apart from those 18 months away, he's a fully paid-up member of what is sometimes called the "McFamily". |
He joined the UK finance department of McDonald's back in 1993, after reading natural sciences at Durham University and training as an accountant at PricewaterhouseCooper (PwC). | He joined the UK finance department of McDonald's back in 1993, after reading natural sciences at Durham University and training as an accountant at PricewaterhouseCooper (PwC). |
He has worked at the sharp end (running restaurants), done the education (18 months at the company's own Hamburger University near Chicago) and worked his way through senior management. | He has worked at the sharp end (running restaurants), done the education (18 months at the company's own Hamburger University near Chicago) and worked his way through senior management. |
So he has credibility within the "McFamily". | So he has credibility within the "McFamily". |
But while he has an accountancy training, his talent lies in branding and marketing. That is why he's been chosen for the top job at a company whose image is under fire more than ever. | But while he has an accountancy training, his talent lies in branding and marketing. That is why he's been chosen for the top job at a company whose image is under fire more than ever. |
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